Unilever Personal Marketing(Axe & Dove)

UNILEVERPERSONAL MARKETING

AXE &DOVE

UNILEVER SUSTAINABLE LIVING PLAN

EVENTS OF USLP:

TWO CONTRARY BRANDS:

Best seller of Unilever. Male grooming brand. Wide range of products.

STRATEGY: -targets youth 15-25 year old. -Ads use sex and humor. -Advertises only on male dominated networks.

SLOGANS:-The axe effect.-Bom-Chika-Wah-Wah.-make love not war.-The cleaner you are, the dirtier you get.

PERSONAL COMMUNICATION

AXE PEACE CAMPAIGN

Partnered with PEACE ONE DAY

INNOVATION:• Launches new fragrances

every year, to keep the brand fresh.

• Refreshes its online and advertising communication.

REAL WOMEN ARE BRAND’S TRUE INSPIRATION

• Started its life in 1957 in the US#1 Dermatologist Recommended brand in the US, Canada and France

DOVE “REAL BEAUTY” CAMPAIGN

OTHER CAMPAIGNS and FILMS• Self-esteem project• Pro-age campaign• Go fresh• Oxygen moisture• Released 2 films one of which

EVOLUTION, won both Cyber and Grand Prix awards.

PERSONAL COMMUNICATION -websites -social network -real time voting for women

What makes personal marketing work? Why are Dove and Axe so successful at it?

• In personal marketing we directly communicate with the consumers and try to solve their problems.

• The brands Axe and Dove are successful at it because of their campaigns.

Can personal 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.

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 woman 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.

SUMMARY:Both Dove and Axe works on the principle of personal marketing.They have been credited with boosting Unilever’s sales and market share all over the world.

REFRENCES:-Marketing management book by Philip Kotler.-Google images.-www.unilever.com

Created by: Harsha Priyanka Guntaka, VNIT, Nagpur During an marketing internship under Prof. Sameer Mathur, IIM LUCKNOW.