Unilever case study (Axe & Dove)
•Download as PPTX, PDF•
1 like•1,860 views
Personal Marketing of Unilever brands Axe and Dove since 1983. Axe and Dove have been successful through personal marketing strategies like direct communication with customers and creating buzz through unconventional media. Both brands have established strong images through unique campaigns. While personal marketing can be taken too far if the strategy fails or brand image becomes desperate, there is no conflict of interest between Axe portraying women as sex symbols and Dove's "Real Beauty" campaign. Although controversial, both brands' campaigns have been effective for Unilever.
Report
Share
Report
Share
Recommended
Case Study on Axe and Dove (Unilever)
Unilever is a global consumer goods company that operates in over 190 countries with over 400 brands. Two of Unilever's most popular personal care brands are Dove and Axe. Dove and Axe use different marketing strategies to appeal to their target demographics - Dove targets women with messages of inclusiveness and real beauty, while Axe targets younger men through humor and sexuality. Both brands have been very successful in boosting Unilever's sales through unconventional and engaging advertising campaigns.
Unilever Axe & Dove Case Study
Focuses on personal marketing channels while emphasizing on the Unilever case. Also, there are answers to some general questions regarding the brands.
Presentation on Unilever (Axe & Dove)
Unilever: Hypocrisy or Good Marketing?
Created under the guidance of Prof. Sameer Mathur in a marketing internship, IIM Lucknow
Unilever's Axe and Dove
Personal marketing is most influential marketing method and is growing fast these days. Unilever's best selling brands Axe and Dove succeeded in it.
Unilever (Axe and Dove)
Slides created by Lokendra Verma, IIT Bombay, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.
Unilever (AXE AND DOVE ) Case Study
This document discusses two successful Unilever brands: Axe, which is the top-selling male grooming brand worldwide with a core focus on being aspirational, unorthodox, hormone-driven, and lighthearted. It also discusses Dove, which aims to incorporate and celebrate women of all ages, body types, and beauty. The document notes that Axe's Super Bowl commercial was viewed over 100 million times on YouTube and that it partners with male-dominated networks like MTV, ESPN, Spike, and Comedy Central to promote its brand.
Unilever(axe and dove)
Unilever produces products that are used by 2 billion people everyday. Their strategy focuses on having a positive impact on children's futures, health, confidence, the planet, and farming. Their vision is to grow their business while improving health/well-being, livelihoods, and reducing environmental impact. Axe and Dove are two of Unilever's most successful brands. Axe is the most popular male grooming brand worldwide. Dove believes beauty comes from proper care. Both brands use various marketing strategies like TV, online ads, and events to connect with customers on a personal level.
Dove and axe case study
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
Recommended
Case Study on Axe and Dove (Unilever)
Unilever is a global consumer goods company that operates in over 190 countries with over 400 brands. Two of Unilever's most popular personal care brands are Dove and Axe. Dove and Axe use different marketing strategies to appeal to their target demographics - Dove targets women with messages of inclusiveness and real beauty, while Axe targets younger men through humor and sexuality. Both brands have been very successful in boosting Unilever's sales through unconventional and engaging advertising campaigns.
Unilever Axe & Dove Case Study
Focuses on personal marketing channels while emphasizing on the Unilever case. Also, there are answers to some general questions regarding the brands.
Presentation on Unilever (Axe & Dove)
Unilever: Hypocrisy or Good Marketing?
Created under the guidance of Prof. Sameer Mathur in a marketing internship, IIM Lucknow
Unilever's Axe and Dove
Personal marketing is most influential marketing method and is growing fast these days. Unilever's best selling brands Axe and Dove succeeded in it.
Unilever (Axe and Dove)
Slides created by Lokendra Verma, IIT Bombay, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.
Unilever (AXE AND DOVE ) Case Study
This document discusses two successful Unilever brands: Axe, which is the top-selling male grooming brand worldwide with a core focus on being aspirational, unorthodox, hormone-driven, and lighthearted. It also discusses Dove, which aims to incorporate and celebrate women of all ages, body types, and beauty. The document notes that Axe's Super Bowl commercial was viewed over 100 million times on YouTube and that it partners with male-dominated networks like MTV, ESPN, Spike, and Comedy Central to promote its brand.
Unilever(axe and dove)
Unilever produces products that are used by 2 billion people everyday. Their strategy focuses on having a positive impact on children's futures, health, confidence, the planet, and farming. Their vision is to grow their business while improving health/well-being, livelihoods, and reducing environmental impact. Axe and Dove are two of Unilever's most successful brands. Axe is the most popular male grooming brand worldwide. Dove believes beauty comes from proper care. Both brands use various marketing strategies like TV, online ads, and events to connect with customers on a personal level.
Dove and axe case study
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
PERSONAL MARKETING( AXE & DOVE)
Direct marketing, interactive marketing, and word-of-mouth marketing techniques are discussed. Unilever is highlighted for its Axe and Dove personal care brands. Axe uses unconventional media like video games and blogs for marketing. Dove focuses on body image issues in conventional ads. While personal marketing can be effective, it also risks pushing unrealistic standards and sending the wrong messages. The document asks if Axe and Dove ads undo each other's good work given their different target audiences.
Unilever Personal Marketing(Axe & Dove)
This document discusses Unilever's personal care brands Axe and Dove. It outlines their marketing strategies, including Axe targeting young men with humor and sex appeals, while Dove's "Real Beauty" campaigns aim to boost women's self-esteem. Both brands are successful with personal marketing through websites, social media, and campaigns, though some question if Axe undermines Dove's message by using women as sex symbols.
Dove Campaign For Real Beauty
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
Dove case study
Dove launched its "Real Beauty Sketches" campaign in 2013 to promote a more inclusive definition of beauty. The viral video showed women describing themselves to a sketch artist who drew them based on someone else's description, revealing that others see them in a more positive light than they see themselves. The campaign was highly successful, generating over 114 million views and winning a Cannes Lions Grand Prix award. It helped increase Dove's sales by 6% and attracted significant positive media attention. Dove has since expanded the campaign and aims to reach 15 million girls with their message of self-esteem by 2015.
Digital Strategy For Nivea Cosmetics
Introducing the digital strategy for Nivea Skincare.
A detailed campaign with the objective to increase Nivea's market share and build brand loyalty amongst consumers within the skincare and cosmetics market.
The evolution of Dove as a Brand
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Media Plan Of Dove
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
Dove- Brand Evolution
Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
Nivea mini case study presentation
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
Victoria's Secret Marketing Plan
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
Case Study - Dove's Campaign for Real Beauty
Dove's Campaign for Real Beauty began in 2004 with the goal of increasing women's self-esteem and changing unrealistic beauty standards. The campaign utilized statistics showing that most women do not consider themselves beautiful. Dove focused on celebrating different body types rather than unattainable standards. This approach increased sales while making women feel more confident. Dove used various advertising channels and generated over 160 million views for one video. While some criticize conflicting messages with other brands owned by Unilever, the campaign overall sparked important discussions about female empowerment.
Loreal HBR case analysis- Global brand local knowledge
Thank you for the insightful presentation on L'Oreal's global brand strategy. Here are my thoughts on some of the questions:
1. L'Oreal acquired The Body Shop to expand into the natural/ethical beauty segment, which was growing. However, some argue the brands' visions don't fully align. Time will tell if it was a sound long-term strategy.
2. L'Oreal's matrix structure with global brands/divisions allows localized execution while leveraging scale. However, managing brand identities across cultures is challenging and requires constant refinement.
3. L'Oreal segments consumers based on demographics, culture, values and beauty needs/preferences. They develop products catering to segments like ethnic
Wall Promotional Strategies
Walls is a leading ice cream brand in Pakistan and uses a combination of push and pull strategies to promote its products. It utilizes various promotional tools including advertising, sales promotions, and public relations. Walls advertises heavily on television and print media. It also engages in sales promotions such as discounts, coupons, and special offers. Additionally, Walls focuses on building strong relationships with customers, distributors, retailers, and street vendors through various incentive programs. Walls allocates its promotional budget using an objective-and-task method to fund its defined promotional goals and activities.
Tesco Case Study- Presentation- Marketing Management- MBA
Tesco started as a small market stall in 1919 and has since grown to become a large international retailer. It opened its first store in 1929 and continued expanding in London through the 1930s. In the following decades, Tesco introduced various store formats and expanded its product range. It now operates over 3,400 stores across several countries. Tesco uses strategies like competitive pricing, a loyalty program, and various store formats to target different customer segments in both domestic and global markets. Adapting strategies to local conditions and customer needs is important for Tesco's international expansion.
Dove case study
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
Victoria's Secret Product Development
This document proposes launching a new "Diamond Line" accessory brand under Victoria's Secret. It provides market size data, projected sales and profit figures for handbags, clutches and watches. It outlines the brand name, slogan, logo and target demographics of affluent younger women. Test marketing ideas are proposed, including having models prototype products and launching a fashion show and advertising campaign to promote the new line's elegance and affordability. Customer feedback would be gathered through post-purchase surveys.
Nivea Case Study
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
Dove - Industry Analysis
Dove is a personal care brand owned by Unilever that originated in the UK and is sold in over 80 countries. Dove's mission is to help women develop a positive relationship with their appearance and realize their full potential. While Dove primarily targets women, its products include soaps, hair care, deodorants, and more. Dove aims to promote a wider definition of beauty through campaigns like "Real Beauty" and works to boost women's self-esteem.
Strategic analysis of unilever (USLP 2012-2013)
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
Dove case study
Unilever is a multinational consumer goods company with over 40 brands focused on health and wellbeing. Dove is one of Unilever's personal care brands that has been sold since the 1940s. In the 1990s, Dove launched "The Campaign for Real Beauty" featuring real women of all ages and body types to promote positive self-esteem. While successful in building the brand, the campaign has also faced some controversy. The document discusses three options for Dove's direction: continue the campaign, focus on product benefits, or promote products while keeping real women in ads. It ultimately recommends the third option to address relying too heavily on activism while maintaining the campaign's strengths.
Dove 'Real Beauty' Campaign.pptx
Dove has historically run a "Real Beauty" marketing campaign aimed at boosting women's self-esteem. However, two ads from this campaign failed and were deemed racist. In one ad, a black woman removed her shirt to reveal a white woman. Customers strongly criticized the ad online as being tone deaf. Dove removed the ad and apologized, but the response was unsuccessful. Their main competitors like Olay also focus on beauty and anti-aging but still retouched photos until 2021, lacking Dove's diversity goals. Moving forward, Dove plans to better listen to customers, provide diversity training, and properly showcase diversity in campaigns to truly represent real beauty for all women.
Dove Brand Analysis
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
More Related Content
What's hot
PERSONAL MARKETING( AXE & DOVE)
Direct marketing, interactive marketing, and word-of-mouth marketing techniques are discussed. Unilever is highlighted for its Axe and Dove personal care brands. Axe uses unconventional media like video games and blogs for marketing. Dove focuses on body image issues in conventional ads. While personal marketing can be effective, it also risks pushing unrealistic standards and sending the wrong messages. The document asks if Axe and Dove ads undo each other's good work given their different target audiences.
Unilever Personal Marketing(Axe & Dove)
This document discusses Unilever's personal care brands Axe and Dove. It outlines their marketing strategies, including Axe targeting young men with humor and sex appeals, while Dove's "Real Beauty" campaigns aim to boost women's self-esteem. Both brands are successful with personal marketing through websites, social media, and campaigns, though some question if Axe undermines Dove's message by using women as sex symbols.
Dove Campaign For Real Beauty
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
Dove case study
Dove launched its "Real Beauty Sketches" campaign in 2013 to promote a more inclusive definition of beauty. The viral video showed women describing themselves to a sketch artist who drew them based on someone else's description, revealing that others see them in a more positive light than they see themselves. The campaign was highly successful, generating over 114 million views and winning a Cannes Lions Grand Prix award. It helped increase Dove's sales by 6% and attracted significant positive media attention. Dove has since expanded the campaign and aims to reach 15 million girls with their message of self-esteem by 2015.
Digital Strategy For Nivea Cosmetics
Introducing the digital strategy for Nivea Skincare.
A detailed campaign with the objective to increase Nivea's market share and build brand loyalty amongst consumers within the skincare and cosmetics market.
The evolution of Dove as a Brand
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Media Plan Of Dove
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
Dove- Brand Evolution
Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
Nivea mini case study presentation
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
Victoria's Secret Marketing Plan
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
Case Study - Dove's Campaign for Real Beauty
Dove's Campaign for Real Beauty began in 2004 with the goal of increasing women's self-esteem and changing unrealistic beauty standards. The campaign utilized statistics showing that most women do not consider themselves beautiful. Dove focused on celebrating different body types rather than unattainable standards. This approach increased sales while making women feel more confident. Dove used various advertising channels and generated over 160 million views for one video. While some criticize conflicting messages with other brands owned by Unilever, the campaign overall sparked important discussions about female empowerment.
Loreal HBR case analysis- Global brand local knowledge
Thank you for the insightful presentation on L'Oreal's global brand strategy. Here are my thoughts on some of the questions:
1. L'Oreal acquired The Body Shop to expand into the natural/ethical beauty segment, which was growing. However, some argue the brands' visions don't fully align. Time will tell if it was a sound long-term strategy.
2. L'Oreal's matrix structure with global brands/divisions allows localized execution while leveraging scale. However, managing brand identities across cultures is challenging and requires constant refinement.
3. L'Oreal segments consumers based on demographics, culture, values and beauty needs/preferences. They develop products catering to segments like ethnic
Wall Promotional Strategies
Walls is a leading ice cream brand in Pakistan and uses a combination of push and pull strategies to promote its products. It utilizes various promotional tools including advertising, sales promotions, and public relations. Walls advertises heavily on television and print media. It also engages in sales promotions such as discounts, coupons, and special offers. Additionally, Walls focuses on building strong relationships with customers, distributors, retailers, and street vendors through various incentive programs. Walls allocates its promotional budget using an objective-and-task method to fund its defined promotional goals and activities.
Tesco Case Study- Presentation- Marketing Management- MBA
Tesco started as a small market stall in 1919 and has since grown to become a large international retailer. It opened its first store in 1929 and continued expanding in London through the 1930s. In the following decades, Tesco introduced various store formats and expanded its product range. It now operates over 3,400 stores across several countries. Tesco uses strategies like competitive pricing, a loyalty program, and various store formats to target different customer segments in both domestic and global markets. Adapting strategies to local conditions and customer needs is important for Tesco's international expansion.
Dove case study
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
Victoria's Secret Product Development
This document proposes launching a new "Diamond Line" accessory brand under Victoria's Secret. It provides market size data, projected sales and profit figures for handbags, clutches and watches. It outlines the brand name, slogan, logo and target demographics of affluent younger women. Test marketing ideas are proposed, including having models prototype products and launching a fashion show and advertising campaign to promote the new line's elegance and affordability. Customer feedback would be gathered through post-purchase surveys.
Nivea Case Study
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
Dove - Industry Analysis
Dove is a personal care brand owned by Unilever that originated in the UK and is sold in over 80 countries. Dove's mission is to help women develop a positive relationship with their appearance and realize their full potential. While Dove primarily targets women, its products include soaps, hair care, deodorants, and more. Dove aims to promote a wider definition of beauty through campaigns like "Real Beauty" and works to boost women's self-esteem.
Strategic analysis of unilever (USLP 2012-2013)
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
Dove case study
Unilever is a multinational consumer goods company with over 40 brands focused on health and wellbeing. Dove is one of Unilever's personal care brands that has been sold since the 1940s. In the 1990s, Dove launched "The Campaign for Real Beauty" featuring real women of all ages and body types to promote positive self-esteem. While successful in building the brand, the campaign has also faced some controversy. The document discusses three options for Dove's direction: continue the campaign, focus on product benefits, or promote products while keeping real women in ads. It ultimately recommends the third option to address relying too heavily on activism while maintaining the campaign's strengths.
What's hot (20)
Loreal HBR case analysis- Global brand local knowledge
Loreal HBR case analysis- Global brand local knowledge
Tesco Case Study- Presentation- Marketing Management- MBA
Tesco Case Study- Presentation- Marketing Management- MBA
Similar to Unilever case study (Axe & Dove)
Dove 'Real Beauty' Campaign.pptx
Dove has historically run a "Real Beauty" marketing campaign aimed at boosting women's self-esteem. However, two ads from this campaign failed and were deemed racist. In one ad, a black woman removed her shirt to reveal a white woman. Customers strongly criticized the ad online as being tone deaf. Dove removed the ad and apologized, but the response was unsuccessful. Their main competitors like Olay also focus on beauty and anti-aging but still retouched photos until 2021, lacking Dove's diversity goals. Moving forward, Dove plans to better listen to customers, provide diversity training, and properly showcase diversity in campaigns to truly represent real beauty for all women.
Dove Brand Analysis
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Li Consultant Report
This document summarizes the results of a focus group conducted to gather feedback on Dove's "Real Beauty Sketches" campaign and a proposed new campaign called "I feel beautiful __". The focus group found that while the intentions of "Real Beauty Sketches" were good, it reinforced the portrayal of women as victims and insecure about their appearance. For the new campaign, participants responded very positively to the idea of defining beauty based on women's capabilities and accomplishments rather than their looks. They felt it would provide a more empowering and diverse portrayal of women. The consensus was that advertisements should send positive messages and show women engaged in meaningful activities rather than solely focused on their appearance.
Dove
This document discusses the brand Dove and its marketing strategies. It provides background on Dove's history starting in 1957 and its expansion into international markets. It then analyzes Dove's brand portfolio, branding elements, pricing, distribution, and marketing campaigns focused on promoting positive body image. Key campaigns discussed include "Real Beauty" from 2007 and "My Beauty My Say" from 2016. The document also examines Dove's brand associations, brand resonance pyramid, and SWOT analysis.
Campaign idea for forest essentials
A copywriting college assignment where I created a modern social media based campaign for forest essentials using consumer insights and digital trends.
Unilever
This is a power point presentation about Unilever created by Nishant Kakkar, IIT Delhi for an internship under Prof. Sameer Mathur, IIM Lucknow.
Dove: Evolution of a brand
This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHU
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH
THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
Media Plan Of Dove
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and moisturizer for women of all ages and body types. Dove aims to promote a wider definition of beauty through its "Real Beauty" campaign, which features everyday women rather than models. The brand sees television, print, outdoor, and digital advertising as key to promoting this message of inclusive beauty and building the Dove brand in India.
Dove Evolution Of A Brand
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's strategy to reduce its portfolio to 400 core brands and focus on brand building. It then details how Dove shifted its positioning from focusing on mildness and gentleness in the 1950s to launching its "Campaign for Real Beauty" in 2004 championing a more inclusive definition of beauty. The campaign was intended to make more women feel beautiful and challenge stereotypes. The document also notes some potential risks to Dove's brand from the campaign.
Dove Evolution Of A Brand
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's brand management strategy of reducing brands and focusing on "masterbrands". It then focuses on how Dove evolved from positioning as a mild soap to launching its Campaign for Real Beauty in 2004 to promote a wider definition of beauty. The campaign used images of everyday women to challenge stereotypes, and was very successful in increasing Dove's market share and brand loyalty. However, it also faces some risks if not implemented carefully.
Dove case study
Dove has evolved its brand and advertising strategies over several decades. It began in the 1950s focusing on differentiating its beauty bar from soap through demonstrations of its moisturizing properties. In the 1960s, ads shifted to portraying the brand as feminine. In the 2000s, Dove launched its "Campaign for Real Beauty" using diverse, everyday women to promote positive body image. Now, Dove focuses on building its image as a supporter of women's self-esteem rather than directly selling products.
Bm group4 dove_evolution of a brand
Dove has evolved from a beauty soap bar in 1957 to a personal care brand with a diverse range of products. In the 2000s, Dove launched campaigns promoting "real beauty" and building women's self-esteem. This repositioned the brand to celebrate inclusive and democratic notions of beauty. Dove's brand management approach changed to split responsibilities between centralized brand development and geographical brand building teams. The brand's meaning also broadened from focusing on functional benefits to providing an emotional message of inspiring women to embrace their natural beauty from within. Dove has been successful in India by adapting campaigns to local cultures while staying true to its core values of championing all women's beauty.
Question 1
This document summarizes how the media product follows conventions of real perfume advertisements while also challenging them in some ways. It used typical conventions like focusing on fashion/actresses, mystery, and making the product seem desirable. However, it also developed conventions by primarily focusing on the bottle in one advert. It took inspiration from black and white ads to fit the "Diamonds" theme. It followed conventions of featuring a female main character to relate to the target audience. In some ways it challenged conventions by including a brief male character in one advert.
BRAND ISNOT JUST A NAME
This document provides details about the marketing campaigns of Surf Excel laundry detergent brand in India. It discusses Surf Excel's history, product range, marketing communications strategies, advertising campaigns, and competitors. Some key points include:
- Surf Excel was launched in 1959 and was initially positioned based on its cleanliness. It now leads the premium fabric wash category in India.
- Its famous "Daag Achhe Hain" campaign from the 2000s celebrated stains and dirt on children's clothes.
- Marketing communication strategies include advertising, promotions, public relations, direct marketing, and social media. Frequent TV and print ads air during popular time slots.
- Recommendations include increasing rural
Unit 15
The radio advert promotes ITV dramas by featuring the recognizable voice of actor Roger Allam, who plays a well-known character in the ITV drama Endeavour. It highlights that great characters are what make great television dramas. While aimed at those who listen to radio stations that play ads, it also targets those familiar with ITV programming or Allam's work. The advert associates Allam and his character with ITV to remind listeners of their quality shows when they see him in other roles.
Brand Equity of Dove
Evaluated Brand Equity of the product dove on the basis of brand asset valuator model (BAV) and Colombo Morrison Model
MBA CREATIVE INDUSTRIES MANAGEMENT SUMMER PROJECT BRAND VISIBILITY
This document discusses what makes a brand stand out and how to maintain brand visibility. It emphasizes the importance of consistency in branding across marketing materials and business operations. A strong brand establishes core values that are reflected throughout the company from product design to customer service. This builds trust with consumers and loyalty over time. However, brands must continue innovating to stay relevant as markets and cultures change. Dove is highlighted as a market leader that strengthened its brand through a pioneering "Real Beauty" campaign featuring real women of all types.
Advertising
hiii to all !!! this is a nice ppt for advertising pple, this includes the relation of advertising with the marketing mix and much more ....
Guides to the codes and conventions of advertising
This document provides an overview of 12 common types of advertising and describes each type. It also includes examples of codes and conventions commonly used in television and print ads. Some key types discussed include demonstration ads, problem-solution ads, comparison ads, and testimonial ads. Technical codes like camera techniques, symbolic codes like objects and settings, and written codes like captions are outlined. Conventions around editing, lighting, music, and other production elements are also summarized. The document serves as a guide to understanding different advertising strategies and the typical visual language of ads.
Similar to Unilever case study (Axe & Dove) (20)
MBA CREATIVE INDUSTRIES MANAGEMENT SUMMER PROJECT BRAND VISIBILITY
MBA CREATIVE INDUSTRIES MANAGEMENT SUMMER PROJECT BRAND VISIBILITY
Guides to the codes and conventions of advertising
Guides to the codes and conventions of advertising
Recently uploaded
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastWhat’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.PickUp_conversational AI_Capex, Inc._20240610
PickUp, Improve conversions with scenario-based conversational AI.
Pillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJumpDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastTrust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
A guide for making the Best Restaurant Advertising Campaigns with demographics, data analytics, and digital advertising for measurable results.
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun GuptaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Top digital marketing institutein noida
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandHow American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.QuickBooks Sync Manager Repair Tool- What You Need to Know
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsDigital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Recently uploaded (20)
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
QuickBooks Sync Manager Repair Tool- What You Need to Know
QuickBooks Sync Manager Repair Tool- What You Need to Know
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Unilever case study (Axe & Dove)
- 5. Strategy
- 6. Slogans
- 9. Sponsorship
- 10. New fragrance every year
- 14. Evolution “No wonder our perception of beauty is distorted”
- 17. 1-what makes personal marketing work why are Dove and Axe so successful at it? - Allow the brand to direct communicate with customers. - Personal marketing create word-of-mouth-buzz. - Dove and Axe created personal marketing through unconventional media that created PR buzz. - Unique campaigns of Axe and Dove created strong brand image.
- 18. 2- can company take personal marketing too far? Explain. - In some cases the company takes personal marketing too far like, - When marketing strategy not worked well. - When the brand image starts getting desperate. - When brand fail to fulfil its promises.
- 19. 3- 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 women sex symbols in Axe ads? Discuss. - NO, there cant be any conflict of interest between both the brand because both the brand target different target segment. - Portraying woman as sex symbol in Axe and Real beauty in Dove campaign may hurt the company reputation but not so much because people see them as both different brand not connected with each other.
- 20. Summary - Axe and Dove both working on principle of personal marketing. - Axe is Unilever’s best-selling brand. - Spot on messages from both brand reach effectively to customers. - Although both brands campaigns sparked much controversy, both generated high sell to Unilever.
- 21. Thank You for your time. Created by Siddharthsinh Raj, LJIET Ahmedabad, during a marketing internship by Prof. Sameer Mathur, IIM-L.