Product Portfolio, SWOT analysis, and STP of AXE deodorant

1. Pranav Verma
R. Sharath
Rashi Arora
Ritika Gupta
S. Govind
Saransh Neerad
Group 5

2. • India’s largest consumer goods company
• Based in Mumbai, Maharashtra
• Owned by the British-Dutch company Unilever
• Products include foods, beverages, cleaning agents and personal care
products
• Over 2 million retail outlets across India

3. • Nation wide presence.
• One of the leading in grooming industry.
• The Axe effect.
• Age of target user.
• Positioning and strategy.

4. Industry
Background
• Deodorant usage
• Male to female ratio
• Hindustan Unilever
• Other players
• Reasons for the growing
popularity of deodorants
• Growth projections before
pandemic

5. • Impact of
pandemic
• Affected products
within deodorants
• Recovery and
opportunity
Business Standard article: ‘Beauty segment led India's FMCG recovery in June to pre-Covid level’

6. Competitors
• From the early research on the
targeted market of age group
between 16 – 40 years old, the
results came out as shown in
figure.
• More than 30% of the peoples’
those who use deodorants not
prefer Axe.
• Here the main competitors are
Yardley, Wild Stone and Set Wet.
• Nearly 40% of the people are
scattered among various other
brands.

7. AXE Products Portfolio
• Axe deodorants
• Aftershave lotions
• Shaving cream
• Cologne talc
• Body perfumes
• Axe Hair Gel
• Axe Shower Gel

8. Deodorant
Fragrances/Models
• Axe Pulse
• Axe Recharge Gameface
• Axe Dark Temptation
• Axe Recharge Midnight
• Axe Recharge 24*7
• Axe Recharge Ocean Breeze
• Axe Recharge Marine Splash
• Axe Harmony
• Axe Marine
• Axe Anti-perspirant Stick (Excite,
Black chill, etc.)
• Axe Apollo
• Axe Anarchy for women
• Axe Phoenix

9. BOSTON MATRIX
• Used to prioritize which products
within company get more funding
and attention.
• Dimensions : Market Share &
Market Growth.
• Categories : Stars, Cash cows,
Dogs, Question marks.

10. BOSTON MATRIX (Cont.)
STARS
•Axe Deodorant
•Fair & Lovely
QUESTION MARKS
•Close-up
•Pepsodent
CASH COWS
•Clinic Plus
•Sunsilk
DOGS
•Brooke Bond Taaza
MARKET SHARES
M
A
R
K
E
T
G
R
O
W
T
H

11. Segmentation
The practice of dividing a company's customers into groups that
reflect similarity among customers in each group.

12. Segmentation strategies in Axe :
• Geographic: Semi urban and urban
• Demographic: Age group- 16 to 28
Gender – Male
Income group – Middle and upper middle
Occupation – Students and young working
professionals
• Psychographic: Lifestyle- Outdoor oriented
Personality- Fashion oriented and trendy
• Behavioral: Occasions- Regular
Benefits- Economic and Quality
Usage rate- Medium

13. Potential
users
identified by
HUL for Axe
The Insecure
Novice
Natural Talent
Marriage
Material
Always the
Friend
The Predator
The
Enthusiastic
Novice

14. Reasons-
 Helpless
 Vulnerable
 Easily persuadable
They determined
that The Insecure
Novice would be their
natural target.

15. As identified previously, the Insecure novice will
be the Target Market for Axe.
Targets on young at
heart.

16. Targeting
The act of reaching out to a portion of your customer list to re-
engage them and drive sales is known as Targeting.

17. Positioning
The place that a brand occupies in the minds of the customers
and how it is distinguished from the products of the competitors
and different from the concept of brand awareness.

18. Getting attention from people after using the
product and thus making the fragrance as a
medium.
The marketing strategy of Axe is known as
‘Adventurous Marketing’
Comes in stylish bottle. The packaging itself has
created brand image for it.
Women’s inclination towards chocolate again
clearly reflects the positioning of the brand.
Axe oriented
positioning:

20. 4 Ps of Market
Product Price Place Promotion

21. Axe Deodorant SWOT Analysis
Internal Analysis
Axe Deodorant
Strengths
Below are the Strengths in the SWOT Analysis of 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.
Axe Deodorant
Weaknesses
Here are the weaknesses in the Axe Deodorant SWOT Analysis:
1. Only an urban market phenomenon
2. High pricing reduces the target market
3.Controversial advertising often leads to legal issues

22. Internal Analysis
Axe Deodorant
Opportunities
Following are the Opportunities in Axe Deodorant SWOT Analysis:
1. Coming up with Limited Edition fragrances
2. Tie up with hotel chains and large organizations like gym chains etc
3. New deodorants with the target on female and large market of HUL will be
easy to tap on female market segment.
Axe Deodorant
Threats
The threats in the SWOT Analysis of Axe Deodorant are as mentioned:
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
3. Government and International trade policies affects the prices

23. Conclusion
• Less popularity to certain segment.
• Generalized perception for men.
• Quantity fulfilment.
• Less women based variance.
• Objectification of women.
• Successful and effective advertisement campaigns.
• Medium Affordability.

24. Suggestion
Increase the
market segment
in terms of age.
Product must
not be male
centric.
Non-categorized
Advertisements.

25. Thank you