3. • Predominantly known for their • Other products include:
body spray on deodorant  shower gels
 body wash
 roll-on deodorant
• Trying to break into the female
 hair products
market
 Shampoo
• Anarchy for Her Body Spray

5. Strengths:
• Portrays that products are not just to smell
good but is actually a feeling to be
experienced
• Offers a variety of products
• Sleek and unique design
Weaknesses:
• Limited in that it mainly targeted males
before
• Little presence for female products
• Few hair products that stand out against
competitors

6. Opportunities:
• Slowly introducing more female oriented
products
• If successful, they can break into a very
large market
Threats:
• There are already established products in
the female hygiene market
• Competition with Old Spice since they are
expanding and updating their products

7. Proctor & Gamble's Old Spice
• Viral ad campaign boosted body wash sales 107% in the
first month
• Spokesmen was retired NFL running back Isaiah Mustafa
• "The Man Your Man Could Smell Like" ad has over 41
million YouTube hits

9. Target Market: Mostly males
• Axe opens up a new market by introducing
products for females.
• Age range: 15-25 (e.g. high school and college
students)
• Products: Deodorant, Body
Sprays, Shampoo, and Styling Gel

10. • Axe’s brands of Deodorant, Body
Spray, Shampoo, and Styling Gel push
their marketing through commercials and
billboards.
• Axe’s focus on trends is marketing a “sex
appeal” to most of their advertisements
• Buying decision is mostly influenced
through marketing
• Newest products: Anarchy (for men and
women)

11. • TV and Radio Advertising
• Most users are between the ages of 18 -25.
• Commercials on channels and stations
targeted at that age group
• Example: MTV, BET, etc.
• Selling in bundles

12. • Sponsor bloggers
• Cheap form of advertisement while getting
feedback
4%
7%
4%
• Host competitions on Facebook
6% Quality
Popularity
Ads
Design
Other
79%

13. Promote at action sports events, where they can:
• Give free samples
• Offer brand stickers and apparel
• Spark interest in new products
• Remind consumers of the products currently
offer