444 0

Axe Marketing Strategy – Marketing Strategy of Axe: The brand is the dominant player in the men’s grooming market. Since 1983, 4 product lines have been created to provide a full range of grooming products for men. 

Unilever, an Anglo-Dutch company has owned the brand and it has been strategically positioned to target young men. Because of trademark issues, Lynx is known in Australia, New Zealand, Ireland, and New Zealand as Lynx, while EGO is the name in South Africa. 

Axe At A Glance – Marketing Strategy of Axe

Axe Marketing Strategy

Company : Axe

CEO: Nick Wilson

Founder:Martin Stewart

Year founded: 1983

Headquarters: Mt Laurel New Jersey

Products & Services: Men’s grooming products — body sprays, deodorants, anti-perspirants, body washes, shampoos and styling products

Website: www.axe.com

Marketing Strategy of Axe

Axe Marketing Strategy

Axe’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Axe? Let us discuss.

Segmentation, Targeting, Positioning – Axe Marketing Strategy

Unilever has segmented the industry where AXE is active based on variables such as gender, age, income, behavior characteristics, attitude, etc. The company uses a mix of demographic and psychographic as well as geographical segmentation strategies. 

The brand uses the strategy, of undifferentiated target Men, as its target audience. 

AXE has established itself as a brand that challenges the status quo and breaks stereotypes. It employs a user benefit-based positioning strategy. 

Axe Mission Statement

“From the moment guys wake up and get ready for their day to the end of a long night out, AXE is there to give guys the confidence to look, smell, and feel their best”.

Axe Vision Statement

“Not found”

Axe Tagline

“Be yourself”

Competitive Advantage – Axe Marketing Strategy

A leader in the FMCG market:

Unilever leads the FMCG business in many markets, especially in developing countries. This has led to high awareness and visibility for the brand AXE. 

Optimized Distribution Cost:

AXE is ahead of its competition in the market because the per-unit distribution costs are being optimized due to economies for the distribution of other brands’ products alongside AXE. 

The parent company:

Unilever is a well-known conglomerate that operates in the FMCG sector. It has a strong presence in over 100 countries it serves. The company’s broad product ranges and large SKUs (Stock Keeping Units) help it understand the demand patterns and occupy large shelves in its stores. 

BCG Matrix – Axe Marketing Strategy

Unilever, the parent company, has a presence in four products under AXE, which include Deodorant & Antiperspirant and Hair Care as well as Fragrance and Bodywash. 

Due to its acceptance in most markets, the product lines like Fragrance Deodorant & Antiperspirant are stars in the BCG matrix. The product segments Haircare & Bodywash remain question marks in the BCG matrix. 

Distribution Strategy – Axe Marketing Strategy

The company uses a multi-channel strategy to make AXE products accessible to customers. The company distributes its products through various channels, including distributors, retailers, and resellers. 

The brand has been helping customers feel confident for more than 34 years in over 90 countries. Lynx is the brand’s name in countries like Australia, Ireland, Australia, and China. 

Brand equity – Axe Marketing Strategy

Sponsoring fashion shows has helped the brand increase its visibility and awareness about hygiene. 

The company has become the most loved Body Spray Brand in almost every market it operates in by engaging with communities via social media and digital platforms. 

Competitive Analysis – Axe Marketing Strategy

The global body spray market is worth more than 5000 CRS. The Men segment accounts for 70% of the market share. Ax does and fragrances lead the market with 11% of the industry’s total market share. 

It is competitive with other brands like FOGG, Park Avenue and Wild Stone, Adidas, or Nike in one or more markets. 

Market Analysis – Axe Marketing Strategy

The Body Spray and Deodorant markets are flourishing due to consumers giving more importance to hygiene, a rise of middle-income segments, migration from rural areas to urban cities, and awareness among the customers for the look good factor. 

The market is driven by advertising campaigns companies run to attract customers. This implies that companies heavily rely on the risk of failing to communicate the messages and indirect benefits to customers. 

Customer Analysis – Axe Marketing Strategy

AXE is targeted at men between 15 and 40 years old who are constantly in search of their inner selves. The brand is positioned as an offering that can help customers to feel good, smell good, and be confident in themselves. 

A majority of AXE’s customers are middle- and upper-middle-income customers. 

You May Also Like:

This is the Marketing Strategy of Axe. Please let us know if you have additional suggestions to add.


Let us know What do you think? Did you find the article interesting?

Write about your experiences and thoughts in the comments below.

Leave a Reply