Marketing91

  • HOME
  • Marketing Concepts
    • Marketing
      • Retail Tutorials
      • Market Research
      • Customer Management
    • Strategy
    • Management
    • Advertising
    • Branding
    • Business
    • Finance
    • Sales
    • Career Guidance
  • Digital Concepts
    • Blogging
    • Search Engine Optimization
    • Social Media Marketing
    • Facebook Marketing
    • Internet Marketing
    • Ecommerce
  • Brands
    • Marketing Mix of Brands
    • SWOT analysis of Brands
    • Brands Strategy Analysis
    • Business Models
    • Brand Competitors
    • TOP 10
  • Courses
Home » SWOT » SWOT Analysis of Axe – Axe SWOT analysis

SWOT Analysis of Axe – Axe SWOT analysis

January 6, 2019 By Hitesh Bhasin Tagged With: SWOT

Axe is a brand of Unilever, known as Lynx in the United Kingdom, is a deodorant targeting young male demographic. Axe is a popular brand due to some of its very attention grabbing youth-centric advertisements. Axe has won over 10 awards at the prestigious Cannes Lions Advertising Awards. Axe is present in over 90 countries throughout the globe. The Axe effect is also a very popular slogan used to brand the Axe products.

SWOT analysis of AXE - 1

Table of Contents

  • Strengths in the SWOT Analysis of Axe :
  • Weaknesses in the SWOT Analysis of Axe :
  • Opportunities in the SWOT Analysis of Axe :
  • Threats in the SWOT Analysis of Axe :

Strengths in the SWOT Analysis of Axe :

  • Good Advertising and Branding: Axe has successfully been able to create buzz through its youth-centric advertisements and has gained popularity through them.
  • Brand recall – A positive aspect of AXE is that it has a fantastic advertising frequency, therefore having a fantastic brand recall as well. Axe regularly comes up with unique eye catching campaigns.
  • Packaging – Besides the brand recall, the packaging of the deodarant, with its constant black exterior is another advantage for AXE deo. When you go to a retail store or medical store, AXE is displayed as a line of Black deodarants, out of which you can choose the one of your choice.
  • Far and wide distribution – Because it is from the house of HUL, AXE has a fantastic distribution network and it is distributed parallel to all other products of HUL.
  • Association with Ann Gottlieb: All fragrances of Axe are created by Ann Gottlieb, a popular international fragrance developer.
  • Affordable Pricing: Axe has always had a low pricing strategy to cover a larger share of the market instead of going for higher price and targeting a niche market.
  • HUL support: Axe being an HUL brand has an advantage of being a brand from one of the largest FMCG in the world. This allows Axe to take risks for the business.
  • Product Line Extension: Axe has successfully extended the brand name for products like shaving gel, After-shave lotion and Cologne Talc.

Weaknesses in the SWOT Analysis of Axe :

  • Less Popular in Rural: The advertisements and promotions only attract the urban youth. It lacks appeal for the rural youth and thus this weakens the sales considering the size of the market.
  • Controversial Advertising Campaigns: Axe has been associated with its share of controversy considering some of its advertisements which have been termed sexist. This affects the brand value of Axe.
  • Limited Target Market: Axe has a Limited Target Market, i.e. age group 16-25, which restricts the sales of Axe.
  • Brand fatigue – Axe has tried the same time tested methods over and over – a guy who attracts women in his life whenever he applies the AXE deo. This, with the fact that it has a very common presence, has led to brand fatigue. Hence, people like to “try something new” which is generally something other then AXE.

Opportunities in the SWOT Analysis of Axe :

  • Expansion of Target Market: Axe should look forward to expanding its target market to cover rural youth as well as expand the age group size.
  • Tie-ups with Gyms, Hotels etc.: To increase its sale, Axe should look forward to tie-up with Gyms, to increase sales and promotions.
  • Rapid Urbanization: Urbanization has been increasing in the emerging nation and hence it is an opportunity for Axe to capture.
  • Exclusivity – Axe should ideally launch Limited edition deodarants and perfume just like FOGG has done in India (a gifting package). This will give more of a premium appeal to AXE.

Threats in the SWOT Analysis of Axe :

  • Competition: Axe faces competition from well recognized global brands such as Burberry, Old Spice etc. and needs to constantly promote so as to maintain its market share.
  • Threat of New Entrants:  Local new entrants can prove out to be a threat for Axe for example, Fogg in India has captured the market and has become the market leader in a short span of 7-8 years ousting Axe from the top.
  • Branded competition – The likes of Adidas, Reebok, Nivea and many others have entered the Deodarant market. They cannot be classified as new entrants because they have existed in the market since ages and Deodarant is just a new addition. But because of the existing strong brand equity of these brands, they have affected the sale of AXE quite a bit.
  • Seasonal Variation in Sales: Deodorant sells more in the summers and hence the seasonal variation in the business is difficult to manage.

Share this post:

Share on Facebook Share on Twitter Share on LinkedIn Share on Email Share on WhatsApp
Digiaide Marketing and Digital Marketing Courses

Related posts:

  1. SWOT analysis of Hindustan Unilever – HUL SWOT analysis
  2. SWOT analysis of Fogg
  3. SWOT Analysis of Pepsi – PepsiCo SWOT analysis
  4. SWOT analysis of Pantene – Pantene SWOT analysis
  5. SWOT analysis of Sunsilk – Sunsilk SWOT analysis
  6. SWOT analysis of Apple Inc – Apple SWOT analysis
  7. SWOT Analysis of Prada
  8. SWOT analysis of Procter and Gamble – P & G SWOT analysis
  9. SWOT analysis of Ponds – Ponds SWOT analysis
  10. SWOT Analysis of Huawei

What Do You Want To Learn About? (Start Here)

  1. Marketing Hub
  2. Management Hub
  3. Marketing Strategy
  4. Advertising Hub
  5. Branding Hub
  6. Market Research
  7. Small Business Marketing
  8. Sales and Selling
  9. Marketing Careers
  10. Customer Management
  11. Top 10 Lists
  1. Internet Marketing
  2. Blogging
  3. Search Engine optimization
  4. E-commerce
  5. Facebook Marketing
  6. Social Media Marketing
  7. Business Model of Brands
  8. Marketing Mix of Brands
  9. Brand Competitors
  10. Strategy of Brands
  11. SWOT of Brands
GET DAILY MARKETING UPDATES

About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world.

Comments

  1. DANIEL DOSE KOJO says

    good essay.

    Reply
  2. Evans Malipula says

    Good analysis

    Reply
  3. Marianna Nangue says

    That’s quite a good essay.
    Do you have an IG account?
    Thanks.

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Collaboration – Definition, Importance, Types and skills
  • College vs University – Differences, Types, Pros and Cons
  • Common Stock – Definition, Classification and Examples
  • Common Market – Definition, History and Examples
  • Commodity Futures – Definition, Example and Risks
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Advertise
  • Contact us
  • Sitemap
  • ISO 9001:2015 Certified

LEARNING SERIES

  • What is Communications
  • Types of Communication

WE WRITE ON

  • Marketing
  • Small Business
  • Management
  • Internet Marketing
[email protected]

Copyright © 2022 Marketing91 All Rights Reserved