Axe: Competitive Analysis

Just like any other product Axe does have competitors, some of which are Old Spice and Tag. Lynx is not a competitor, but the same Axe brand. Due to copyrights in many other countries, Unilever (corporation) has adjusted the Axe name in those countries to Lynx. “Most competing brands are of equal quality”. (Landa 3) Although this may be true Axe’s spray deodorant is leader in the body spray market. Axe’s competitors offer very similar products, but what makes Axe any different from its competition? First, Axe has been around in the men’s body spray market longer than Old Spice and Tag combined. Axe has been in the market for nearly 30 years, it was originally launched in France in 1983. Tag was launched in 2005 and Old Spice launched its body spray line in 2007. Axe still claims most of the market, even after these parity products were launched. Ironically Axe, Old Spice, and Tag have very similar SWOT (Strengths, Weaknesses, Opportunities, and Threats). Axe has gained its success from its genius marketing. “Effective advertising could persuade you that a particular brand is better or more appealing than the competition”. (Landa 3) In their ads Axe successfully connects with their target audience, using sexual encouragement. For example, women being attracted to the scent of Axe or even comedy as seen on their 2010 “Clean Your Balls” tv spot get their “message through”. Axe’s (as well for Old Spice and Tag) target market are young males 18 – 24, this is one of their weaknesses. Old Spice and Tag share this weakness as well. Old Spice and Tag also use similar ad techniques to connect with their market. “Advertising has become more ubiquitous than ever, as advertisers try to find new ways to get their message through”. (Landa 3) Unilever (Axe/Lynx) and Proctor & Gamble (Old Spice and Tag) all need a solution to expand their men's body spray market.