Published by MBA Skool Team, Last Updated: November 19, 2017
Marketing Strategy of Axe analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Axe marketing mix, help the brand succeed in the market.
Axe marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Axe Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Axe marketing strategy can be explained as follows:
Axe is one of the most popular deodorant and personal care brands in India. The primary focus of Axe has always been to understand its customers’ needs and preferences which vary with the time and hence, Axe always keeps coming up with different products range and varieties to tap the customers’ needs in the best manner. The major product line in its marketing mix is Sprays and deodorants under which there are multiple fragrances like Chocolate, Kilo, Hot Fever, Vice etc. Along with it, Axe is also expanding its product base and coming up with new product lines which includes Axe Shower gels, Axe Hair stylers, Axe Shampoos etc. Along with the product and its quality, Axe has also focussed on the packaging of its products by making it distinctive (metallic bottles of different shapes and sizes) and attractive.
Axe Price/Pricing Strategy:
Below is the pricing strategy in Axe marketing strategy:
Axe along with providing an exquisite range of products has also focussed on its pricing thus proving a perfect range of products under various price ranges.
Pricing always plays an eminent role in making the brand popular, and if done strategically, it also sets aside the brand from its competitors thus giving the brand a cutting edge. For example, a 150 ml spray is priced at Rs.200 which is quite affordable and gives the customers an experience without creating a hole in their pockets. Among the various pricing strategies in its marketing mix, one is Bundling pricing wherein 1+1 or 2+2 bundles of Axe deodorants are sold and the price is kept quite lower than the total M.R.P of two individual deodorants, hence attracting more and more customers. Along with this, Axe also follows cooperative pricing wherein instead of bundling up two axe products; an Axe product is bundled with some other product under the Unilever brand to provide the customers different bundles at comparatively lower prices as per their needs and requirements.
Axe Place & Distribution Strategy:
Following is the distribution strategy in the Axe marketing mix:
Axe is sold in more than 200 regions and countries and is known as the name Lynx in UK, Ireland, Australia and New Zealand. Not only regarding different countries and regions, but Axe has also penetrated in both the urban as well as rural areas and hence has come out as a strong and reliable brand overall. Axe has a strong marketing logistics network, and it relies heavily on location and distribution channels which makes sure that the products are available in almost every supermarkets and at small grocery shops as well so that no customer demand gets untapped. Not only offline distribution, but Axe products are also available on e-commerce channels like Flipkart, Amazon etc.
which again has helped the brand to expand its reach and increase its market share.
Axe Promotion & Advertising Strategy:
The promotional and advertising strategy in the Axe marketing strategy is as follows:
For a brand or a product to reach the odds, it’s not only the product quality that matters but also the way it is positioned, targeted, projected and promoted. In today’s world which is crossing all barriers regarding creativity. Axe as a brand has always kept up to that level and has always come up with innovative and creating marketing campaigns (Chocolate Month of the Year Campaign, Call me Campaign etc.) that have made its customers uniquely relate to the brand. For example, the ads showing men have become the USP of Axe and has created some stereotypes which almost every contemporary is following. This has not always worked in favour of Axe as it has been mainly male-targeted brand and its unique taglines like Find your magic, The Axe Effect etc. have worked wonders for its brand equity. Hence this concludes the Axe marketing mix.
Hindustan Unilever, a brand which caters to almost half of the world’s population is one of the most trusted brands across the globe. Over the years, the company has not only catered to the customer’s needs in the best possible way but has also managed to build that trust among the people just not serving them but serving them the best every time. Under the umbrella of the plethora of its products ranging from home case to personal care, comes a cool and iconic brand called Axe. This brand not only gives the customers hundreds of products to choose from but also serves them with an experience like never before.
Apart from the product quality, the business development team of Axe always comes up with innovative marketing campaigns which further attracts the customers and provides its competitors like Adidas, Nivea etc. a tough competition.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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