Do AXE Products Make Men More Desirable?

Questions for Discussion

1. How has AXE managed its product mix?

AXE's managed its product mix by being consistent, that are it represent a
general category of products in the consumer's mind so that they will recognize the
company as a brand that offers a type of product. They also provide different versions of
the same product like they introduced new fragrance every year.

2. How has AXE used line extensions to increase its reach among consumers?

AXE uses line extensions in many ways that. It unharness new scents each year,
and its introduced hairstyling, aftershave, skin care, and shower gel merchandise. It has
additionally developed merchandise for ladies that flatter its men’s products. Their line
extension reaches and attracts customers because they know that a lot of 18-24 years
old men and women focus in these kind of products.

3. Why are younger generations attracted to AXE product?

It's because young men and women and conscientious of their appearance and
how attractive they are to the opposite sex. AXE provides a way for them to feel more
confident about their body image. Also, AXE keep creating new products and sell them
at affordable price.