STRENGTHS
• AXE is an established brand, with
more than 13 of market presence
[1999-2012] in India
• Wide distribution channel
• Frequent impactful advertising to
connect to the youth
• Value generation due to people’s
trust in HUL
WEAKNESSES
• Controversial Advertisement and
brand fatigue
• Limited target market: teens and
young adults
• Not a Rural brand
OPPURTUNITIES
• High growth of Deodorant market in
India
• No line extension Women segment
THREATS
• Competition from new brands
• Entrance of competitors in new
segment of deodorants (No gas)
• Environment impact of deodorants