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Business & Marketing
Case Study
English (U.S.)
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How Has AXE Managed Its Product Mix? (Case Study Sample)


Answer the 3 question in the case. How has AXE managed its product mix?
How has AXE used line extensions to increase its reach among consumers?
Why are younger generations attracted to AXE products?


Case Analysis
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How has AXE managed its product mix?
AXE comes from the house of Unilever, a brand that caters to over 50 percent of the world's population. With the passage of time, AXE has developed a sense of trust; it tends to serve its customers in the best possible ways and manages its product mix to keep them engaged months after months. AXE has not only spoiled its clients with thousands of affordable products and items to choose from but also has served as an experience like never before. Currently, there are hundreds of deodorants in the market, giving a tough competition to Park Avenue, Nivea, and Adidas (Jones, 2005). The product development and marketing team at AXE ensures the quality of their products and continues finding new ways to engage more and more consumers from across the globe. AXE is aware of the fact that preferences always different from customer to customer. Hence, they keep creating new products and sell them at affordable prices. For instance, AXE deodorants and perfumes come in all sizes, flavors, and shapes. These fragrances can easily cater to interests of people of all ages. For children, AXE has developed chocolate flavors and Musk flavors. Besides this, AXE shower gels, AXE hair-dryers, and AXE shampoos are famous among people for their quality. In short, we can say that the company has managed its product mix by launching new items almost every day (Nzita, 2015).
How has AXE used line extensions to increase its reach among consumers?

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