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Unilever Personal Marketing(Axe & Dove)
- 7. Best seller of Unilever. Male grooming brand. Wide range of products.
- 8. STRATEGY: -targets youth 15-25 year old. -Ads use sex and humor. -Advertises only on male dominated networks.
- 9. SLOGANS: -The axe effect. -Bom-Chika-Wah-Wah. -make love not war. -The cleaner you are, the dirtier you get.
- 11. AXE PEACE CAMPAIGN Partnered with PEACE ONE DAY
- 12. INNOVATION: • Launches new fragrances every year, to keep the brand fresh. • Refreshes its online and advertising communication.
- 14. • Started its life in 1957 in the US #1 Dermatologist Recommended brand in the US, Canada and France
- 16. OTHER CAMPAIGNS and FILMS • Self-esteem project • Pro-age campaign • Go fresh • Oxygen moisture • Released 2 films one of which EVOLUTION, won both Cyber and Grand Prix awards.
- 17. PERSONAL COMMUNICATION -websites -social network -real time voting for women
- 18. What makes personal marketing work? Why are Dove and Axe so successful at it? • In personal marketing we directly communicate with the consumers and try to solve their problems. • The brands Axe and Dove are successful at it because of their campaigns.
- 19. Can personal marketing go too far in a company? Why or Why not? • Unilever speaks deferent customer but their effort is for “vitality” mission. • Both the product’s marketing says how they look and feels which build people’s confidence and self-esteem. • All in all Unilever emphasizes on its marketing and awareness of its brand and mission which shows long term planning.
- 20. Is there a conflict of interests in the way Unilever markets to women and young men? Is it undoing all the good that might be done in the “campaign for Real Beauty” by making woman sex symbols in Axe Ads? Discuss I do not think that there is any type of conflicts which I see when I see the advertisement of HUL. Now speaking about AXE yes I believe that there can be other tactics which the company can use instead of putting women sex symbol to attract more male customers. The reason is because the advertisement can be misleading to male.
- 21. SUMMARY: Both Dove and Axe works on the principle of personal marketing.They have been credited with boosting Unilever’s sales and market share all over the world.
- 23. REFRENCES: -Marketing management book by Philip Kotler. -Google images. -www.unilever.com Created by: Harsha Priyanka Guntaka, VNIT, Nagpur During an marketing internship under Prof. Sameer Mathur, IIM LUCKNOW.
Editor's Notes
- Hi! This is harsha priyanka an undergrad. of Vnit Nagpur here I’m gonna give presentation about how unilever used personal communication effectively to reach its customers.
- Let’s start with unilever. It is a global company with around 400 brands spread over 190+ countries with 150 million purchases a day.on any given day 2bn ppl use unilever products to look good and feel good.
- They recognised that growth at the expense of people or the environment is both unacceptable and commercially unsustainable.so they introduced USLP.
- The 3 goals of USLP are
- IN Nigeria, Knorr leads the way in tackling malnutrition, water centres to improve hygiene and save women time and signal launches first ever toothbrush campaign in which kids inspire their parents to brush twice a day. improving sanitation facilities by installing toilets in poor households.
- Unilever has many of our favourite brands like axe dove lux sunsilk kwality walls etc. out of them now we are going to talk about two important and contrary brands dove and axe.
- Now we will see about best seller of unilever one of the men’s favorite brand axe as it is a male grooming brand with wide range of poducts like perfume,shampoo,gel etc