SWOT Axe Anglais

Swot

Strengths :

- Axe is particularly a favourite of the youth population so they have an excellent advertising and branding targeting the youth. Axe’s Marketing team continuously focus on the subtle shifts in the youth culture.

- Good promotions and campaigns for luring customers.

Indeed, Axe demonstrated great innovation in ideas to increase awareness of its products. For exemple, Axe was the first to start an innovating mobile marketing strategy by introducing the “Call Me” campaign. With over 300 million mobile subscribers the mobile engagement allows for a scalable and a personalized engagement activity. Axe was the first to introduce an IVRS system marketing where in every caller would get a wake up service call from a girl and chance to win attractive prizes also.

And moreover, “Axe Effect” is quite popular among men across different age groups and thus consumers already know the intangible value associated with the product.

- Good distribution : Axe enjoys a huge distribution network of Hindustan Unilever. The distribution network of Hindustan Unilever is the stronger one. Its products are available in over 6.3 million outlets in the country.

Axe’s range of offered products is very very large :It also provides grooming range like shaving gel, foam, After-Shave lotion, and Cologne Talc.

- The Axe Boat night ( a party very famous in a boat), and the radio partnerships

Weakness :

- Axe only target a cornet public : men between 16-35 years old

- Its flimsy advertising concepts depict women going crazy about the fragrance of the different variants of Axe’s brand. Educated target groups consider this as an highly improbable situation. The women’s image would be deteriorate and so this controversial advertising of could leads to legal issues

- Axe’s products are generally considered as luxury products because of their relatively higher pricing. And so this high pricing reduces the target market

- Axe could be presented like only an urban market phenomenon, so it could bring a bad image to the brand of provocation and rude attitude like -for example- the “sado-maso spot with usual suspect and weaking the reputation of the brand

- The Axe effect showed in the advertisements doen’t exist

- The packing of the Axe product are unrenovated and old design

Opportunities :

- Present all around the world, Axe can create new products with adaptation to diverse culture and ethnic groups

- Axe creates new product lines targeting female customers

- Axe brand is focus on developing and emerging countries

- Unified advertising campaign through the world

- Axe keeps the quality of there products

Threats :

- Spray are not good for environment, they cause

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