Axe Deodorant
Axe
Parent Company
HUL
Category
Personal Care - Deodorants
Sector
FMCG
Tagline/ Slogan
The Axe Effect - Gets you more than before!
USP
1/4
Axe Deodorant
With Best Quality Fragrance
STP
Segment
Deodorants for Men
Target Group
Targets the male urban youth – mass urban product
Positioning
AXE is a cool, iconic, youth brand available which is the largest selling Male Deodorant in the country
SWOT Analysis
Strengths
2/4
Axe Deodorant
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
Weaknesses
1. Only an urban market phenomenon
2. High pricing reduces the target market
3.Controversial advertising often leads to legal issues
Opportunities
1. Coming up with Limited Edition fragrances
2. Tie up with hotel chains and large organizations like gym chains etc
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
Competition
Competitors
3/4
Axe Deodorant
1. Set Wet
2. Zatak
3. Fuel Deodorant
4/4