Download to read offline
More Related Content
Similar to Dove and axe case study
Dove and axe case study
- 1. Show Dog TheBone And It Follows How To Use Personal Marketing To Target Audience To Win Markets
- 4.
- 5. Launched in1983 Introduced in United States in 2002 Most popular men grooming brand Unilever’s best seller Targets audience : Youth age 15-25
- 6. Marketing Strategy UsesSex and Humor for attraction Skinny, average guys attracting beautiful girls by dozen Makes brand more Aspirational & Approachable
- 7. Attractive Slogans TheAxe effect Bom-Chicka-Wah-Wah Make love not war Even angels will fall The cleaner you are, the dirtier you get
- 8. Effective use ofunconventional media Edgy online videos engages young adult males Advertising on male-dominated networks such as : MTV, ESPN, Comedy Central Endorsing popular stars Video here:
- 9. Proper useof print as well as social media Ads on Playboy, Rolling stone, Maxim Regularly updating Facebook, Twitter accounts
- 10. Conclusion Worked hardto keep the brand fresh, relevant, and cool with its fickle young audience Launches a new fragrance ever year
- 11. • Completely differentproduct from Axe • Formulation of dove bar 1940’s • Brand speaks to women with different tone & massage • Late 1990’s extension of Dove’s range of products
- 12. Marketing Strategy • StartedSeven day dove challenge, which attracted women for trying dove at least for once • Real beauty Campaign, a great success for all kinds of women
- 13. Real Beauty Campaign •Research revealed only 2% women consider themselves beautiful • Phase 1: Asking consumers online about their looks • Phase 2: It featured candid and confident images of curvy, full-bodied women
- 14. Effective use of unconventionalmedia • Integrated multimedia campaign, combining TV and Print media • Real time voting for women & displaying results on giant billboards • Dove’s website became a crucial component for initiating dialogue b/w women
- 15. Pro-Age Campaign • Itfeatured older, nude women asking questions like; “Does beauty have an age limit?” • Instantly, the company got positive feedback
- 16. Dove on Reel Released2 films, one of which; • Evolution, won cyber & film grand prix award • No wonder our perception of beauty is distorted • 15 millions view online & 300 million people worldwide
- 17. Conclusion • Dove’s campaignhas touched women all over the world • It is been mentioned in over 800 articles in leading newspapers
- 18. Question 1: Whatmakes personal marketing work? Why are Dove and Axe so successful at it? • In personal marketing-> Direct Communication • Right Target Audience
- 19. Question 2: Canpersonal 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. Question 3: Isthere 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 women 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. Dove andAxe both work on the principle of personal marketing Axe is the most popular male grooming brand Promotions through TV, online advertising, magazines etc. Contradictory advertisement Summary
- 22. Disclaimer Thank You foryour time!! Created by Saswat Prusty, MIT Manipal, during a marketing Internship by Prof. Sameer Mathur, IIM Lucknow.