What is UNILEVER…….!?
Unilever is one of the world’s leading suppliers of fast-moving
consumer goods (FMCG) across foods, home and personal
Present in around 100 countries around the world and employs
Annual sales of nearly £2.5 billion.
Founded in 1930 by the merger of the Dutch margarine producer Margarine
Unie and the British soapmaker Lever Brothers.
During the second half of the 20th century the company increasingly diversified
from being a maker of products made of oils and fats, and expanded its
Has made numerous corporate acquisitions, including Lipton, Brooke
Bond and Dollar Shave Club .
In 2015, the company gradually shifted its focus towards health and beauty
brands and away from food brands showing slow growth.
Unilever’s marketing strategy :
‘Crafting brand for life.’
Primary Objective => The liveliness and validity of life.
Aims At => Attainment of people’s satisfaction of looking good
and feeling pleased.
Made Possible By => The providence of hygienic products,
nutritional brands along with the heath care.
Each & Every Step is taken in accordance with long term value,
profit attainment, company’s growth, and balancing
a healthy relationship with partners.
Brief About It……
Launched in 1983, Axe is now the most popular male grooming
brand in the world.
Sold in more than 90 countries.
Wide range of personal care products
right from body sprays to shampoo.
Axe knows where and how to reach its customers. It advertises only
on male-dominated networks such as MTV, ESPN, Pike and so on.
They focus on male community who feel a need for help in attracting
the opposite sex. Most of their ads features humour and sex, . Its
online efforts via Facebook and Twitter help drive consumers back to
its Web Site.
It uses unconventional media channels and has also won
numerous Advertising Awards.
It tries to engage young adult males at relevant time, location
As a result, The brand becomes approachable and its light
hearted tone appeals to young mem.
Dove speaks to the women. It launched the campaign “Real Beauty”
in 2003. The campaign celebrates real women and speaks personally
to the target market about the notion that beauty comes in all
shapes, size and color.
Dove has also started a Self-Esteem Fund, aimed at helping women
feel better about their looks.
It also releases a series of Short Dove Films with Powerful Messages
that aim to make women fell comfortable and confident on how
they look. For Example their films showcased the message “You are
more beautiful than you Think”.
Dove`s latest effort to change attitude of women –
Gives women the power to replace the negative ads on
Facebook with positive messages from Dove like
Founded in 1930, Unilever is one of the world’s leading suppliers of fast-moving consumer
It controls more than 400 brands with 13 brands having a billion Euros sales.
Axe & Dove are UNILEVER`s most famous popular band.
Axe produces wide range of personal care products for men, whereas Dove focuses on
Women`s need for beauty products.
Axe aims to help male community who might need help to attract opposite sex while Dove
focuses on increasing the confidence of Female community and to make them believe that
They Are Beautiful.
Both the brands have successfully their consumer base with personal marketing strategy
and spot-on messages.
Presentation By PRATEEK MANOCHA, IIT Guwahati.
Under the guidance of Prof. Sameer Mathur during