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  3. Axe Deodorant SWOT Analysis

Axe Deodorant SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: February 08, 2024Read time:

Here is a detailed SWOT analysis of Axe Deodorant covering strengths, weaknesses, opportunities and threats.

Axe Deodorant Strengths

  1. Each of the fragrances created by international fragrance diva Ann Gottlieb
  2. The formulation is a base with higher efficacy
  3. Excellent advertising and branding targeting the youth
  4. Good distribution, Promotions and campaigns for luring customers
  5. Also provides grooming range like shaving gel, foam, After-Shave lotion, and Cologne Talc

Above are the strengths in the SWOT Analysis of Axe Deodorant. The strengths of Axe Deodorant looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Axe Deodorant Weaknesses

  1. Only an urban market phenomenon
  2. High pricing reduces the target market
  3. Controversial advertising often leads to legal issues

These were the weaknesses in the Axe Deodorant SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Axe Deodorant Opportunities

  1. Coming up with Limited Edition fragrances
  2. Tie up with hotel chains and large organizations like gym chains etc

Above we covered the opportunities in Axe Deodorant SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Axe Deodorant Threats

  1. Deodorants sales are seasonal. Maximum sales happen in the summer months (April to September)
  2. Competition from Premium Segment Deodorants like Burberry, Body Shop

The threats in the SWOT Analysis of Axe Deodorant are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Axe Deodorant SWOT analysis.

About Axe Deodorant

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Axe Deodorant Overview
Parent Company



Personal Care - Deodorants



Tagline/ Slogan

The Axe Effect - Gets you more than before!


With Best Quality Fragrance

Axe Deodorant STP

Deodorants for Men

Target Market

Targets the male urban youth – mass urban product


AXE is a cool, iconic, youth brand available which is the largest selling Male Deodorant in the country

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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