This document discusses marketing strategies for Unilever brands Dove and Axe. It explains that Dove speaks to women with a different tone than competitors and has had successful campaigns like "Real Beauty" and films. Dove also uses social media like Facebook and mobile apps effectively. Axe launched in 1983 and appeals to young men with an aesthetic and aspirational approach. It partners with networks like MTV and uses digital marketing like YouTube ads and mobile apps. Both brands understand consumers and use word-of-mouth, social media, and mobile marketing for interaction and growth.

1. MADE BY YOU...

2. About Us

Manufacturer of several home
care, food, and personal care
brands.

About 2 billion people use
Unilever products everyday.

3. FEEL GOOD, LOOK GOOD, AND GET
MORE OUT OF LIFE --UNILEVER

4. What made AXE and DOVE
successful in modern market?

5. Digital Communication

6. DOVE and it's relationship with
women

7. 1) Speaks to women with different tone and
message.
2) Real Beauty Campaign.
3) “Wrinkled or Wonderful” or “Oversized or
Outstanding”.
4) Dove films 'Evolution' won both Cyber and film
'Grand Prix' at International Advertising Festival
in Cannes in 2007.

8. Creating Buzz Fire

9. DOVE using Social Media
1)You are more beautiful than you think.
2)Ad Makeover campaign on Facebook, and
anticipation of millions of consumers.
3)Posting “Hello Beautiful”, “The Perfect Bum Is
The One You Are Sitting On.”
4)Launched its own Mobile App, 171 million
negative messages were replaced in the first
week.

11. 
AXE launched in 1983, was introduced in USA
at first and then went on to become most
grooming brand among men in 70 different
countries.

Aesthetic, aspirational approach and
lighthearted tone appeals young men.

12. How AXE provoked Word of
Mouth...

13. 
Understood the consumers and approached on the
male dominated networks such as MTV, ESPN,
Comedy Central

Super AXE's Super Bowl commercial on youtube
Communicating Digitally

14. Acting socially

15. Sponsoring such events..

16. Creating Buzz..

17. Mobile Marketing
1)Creating mobile apps,
displaying ads on the
websites.
2)Sponsoring,
Partnership with various
associations

18. SUMMARY

Online Marketers provide marketers with
greater interaction via web-sites, display ads,
emails and search ads.

Marketing via social media networks such as
Facebook, Twitter.

Online Games and quizes resulting in offers and
coupons.

Word of Mouth a great advertisement.

Mobile Marketing is an important form of
interaction marketing.

19. DISCLAIMER
Created by Ritesh Ghorse, PICT Pune, during a
marketing internship,
by Prof. Sameer Mathur, IIM Lucknow.

20. THANK YOU!