SWOT Analysis for Axe
* Axe is particularly a favourite of the youth population. So Axe’s Marketing team continuously focus on the subtle shifts in the youth culture. Axe spends a higher percentage of its marketing budget on digital than any other Unilever’s product.
With both of them working towards a common goal they have developed new ways to be more and more efficient as time goes by. The third parties provide transportation management; using technology to assure the trucks are completely full “in the most efficient way as well as reducing order to delivery timing for lower costs and better service levels” (ES3). Unilever also contracted them to use DimenSyncâ„¢, which is an automated date service that keeps track of every aspect from A to B.According to an article in the Harvard review by Hue Lee; “Top-performing supply chains possess three very different qualities: First, great supply chains are agile. They react speedily to sudden changes in demand or supply. Second, they adapt over time as market structures and strategies evolve. Third, they align the interests of all the firms in the supply network so that companies optimize the chain’s performance when they maximize their interests. Only supply chains that are agile, adaptable, and aligned provide companies with sustainable competitive advantage” (LEE).
It is also recommendable that the company adopts alternative strategies as a way of remaining relevant in the market. It could also undertake market research to evaluate the actual and standard product progress (Kotler & Armstrong, 2010), on monthly basis. The company has positioned the two brands in the market in such a way that they meet the required demand. The Axe brand mainly targets heterosexual males. Through media channels like Comedy central, Spike, ESPN and MTV (Kotler& Keller, 2012), it has been able to reach the targeted audience. Other channels such as print media and social sites like Facebook and Twitter have also been used to reach the segmented market. On the other hand, the Dove brand targets all women by selling the message that every woman could be beautiful if they used the brand. The company has shifted from the traditional methods of advertising whereby it used celebrities and models to one that uses women of different sizes, colors, shapes, and age to display the real woman (Kotler& Keller, 2012). In its efforts to reach the target audience, Unilever has made use of online services and Dove films. This has improved the performance of the brand because through the processes and programs, it has become possible to reach the target population. A SWOT analysis of the Unilever Company based on the Dove and the Axe brands reveals that the company has used differentiation to reach the targeted population. For instance, the Axe brand includes products like body gel, shampoo, deodorants, and body sprays (Kotler& Keller, 2012).
The market of the two brands Axe and Dove have attracted the advocacy groups who have been campaigning for the need to have commercial-free childhood advertisements. The campaign has in form of writing several letters to the company in order to force it to withdraw the advertisement from the market.
Kotler. P., & Armstrong.G. (2010). Principles of Marketing. New York: Pearson.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14 ed.). New Jersey. Pearson/Prentice Hall