Description
SWOT ANALYSIS OF AXE
Axe
Parent Company
HUL
Category
Personal Care - Deodorants
Sector
FMCG
Tagline/ Slogan
The Axe Effect - Gets you more than before!
USP
With Best Quality Fragrance STP
Segment
Deodorants for Men
Target Group
Targets the male urban youth – mass urban product
AXE is a cool, iconic, youth brand available which is the largest selling Positioning Male Deodorant in the country SWOT Analysis
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 Strength lotion, and Cologne Talc
1. Only an urban market phenomenon 2. High pricing reduces the target market Weakness 3.Controversial advertising often leads to legal issues
1. Coming up with Limited Edition fragrances 2. Tie up with hotel chains and large organizations like gym chains Opportunity etc
1. Deodorants sales are seasonal. Maximum sales happen in the summer months (April to September) 2. Competition from Premium Segment Deodorants like Burberry, Threats Body Shop Competition
1. Set Wet 2. Zatak Competitors 3. Fuel
doc_715590774.docx
SWOT ANALYSIS OF AXE
Axe
Parent Company
HUL
Category
Personal Care - Deodorants
Sector
FMCG
Tagline/ Slogan
The Axe Effect - Gets you more than before!
USP
With Best Quality Fragrance STP
Segment
Deodorants for Men
Target Group
Targets the male urban youth – mass urban product
AXE is a cool, iconic, youth brand available which is the largest selling Positioning Male Deodorant in the country SWOT Analysis
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 Strength lotion, and Cologne Talc
1. Only an urban market phenomenon 2. High pricing reduces the target market Weakness 3.Controversial advertising often leads to legal issues
1. Coming up with Limited Edition fragrances 2. Tie up with hotel chains and large organizations like gym chains Opportunity etc
1. Deodorants sales are seasonal. Maximum sales happen in the summer months (April to September) 2. Competition from Premium Segment Deodorants like Burberry, Threats Body Shop Competition
1. Set Wet 2. Zatak Competitors 3. Fuel
doc_715590774.docx