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.
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).
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).
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