Unilever is the world's third largest consumer goods company and manufacturer of home care, food, and personal care brands like Dove and Axe. Dove's messaging focuses on internal beauty and challenges stereotypes about age and beauty. It uses digital communications like social media and YouTube ads. In contrast, Axe ads constantly use women for sexual appeals. While Dove aims to shun stereotypes of women, its messaging creates controversy around Unilever's true brand positions and whether it hypocritically targets different audiences.

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2. Unilever is the manufacturer of
several home care,food and
personal care brands.
It is the world’s third largest consumer goods
company,after Procter &Gamble and Nestle.
Two of its best selling brands are:-

4. How did these brands make it big?
Digital Communications

5. Personal Communication Strategies

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8. DIGITAL
COMMUNICATIONS
SOCIAL
MEDIA
Online
forums,chat
rooms
Social
Networks
ONLINE
Youtube
Ads,search
and display
ads
WORD OF
MOUTH
Viral marketing,tagging
people in brand related
posts on social media

9. OTHER FORMS OF MARKETING
STRATEGIES
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•

10. ONLINE COMMUNICATIONS

11. ADVANTAGES
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•

12. DISADVANTAGES
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•

13. What did
AXE do right?
What it
didn’t?

15. DOVE PRODUCTS

16. Main forms of Digital Communications:-
•
•
•
•
Dove questioned the stereotypical view in which beauty is
perceived.

19. What did Dove do right?
•
•
What it didn’t?
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This specific
advertisement caused
controversy.It gives a
negative image of
what Dove is really
about. This ad was seen
as racist .

20. SUMMARY
Unilever is thus a multi faceted firm. Dove and Axe are both
owned by Unilever and they both have very different messages.
Dove’s main message is internal beauty and that age is not a
way to determine beauty. Axe’s ads constantly use women for
sexual appeals. So are the individuals who work for Dove
hypocrites?This creates controversy as to what really is the
message of the products.Therefore,Unilever shuns Stereotypes
of women(unless talking to men).
Consumers
perceptions

21. DISCLAIMER
Created by Roshan Mishra,Jadavpur
University,during a Marketing
Internship under Prof.Sameer
Mathur,IIM Lucknow.