unilever(axe and dove)

• 2 billion people use Unilever products everyday

FIVE KEY

1. A better future for children 2. A healthier future 3. A more confident future

4. A better future for the planet. 5. A better future for farming and farmers.

STRATEGY

Invested in a long term strategy of categories and brands that deliver growth to the benefit of stake holders.

VISION

1. Growing the business2. Improving health and well-being3. Enhancing livelihoods4. Reducing environmental impact

Two of the most successful

brands in the world

The most popular male grooming brand in the world and the Unilever’s best seller

WINNING WORLDWIDE FANS

Axe has been helping guys get the girl since the brand launched in France in 1983. Now men in more than 90 countries, from the Americas to Asia, reach for Axe every day.

Newspaper and Online Clippings

The Axe brand is built on epic and disruptive advertising. The attention-grabbing ads are famous around the world, and have been recognised by the prestigious Cannes Lions Advertising Awards

Dove believes that beauty - feeling and looking your personal best - is the result of proper care.

The Dove difference

• The Dove brand started its life in 1957 in the US, with the revolutionary new beauty cleansing Bar.

• It is #1 Dermatologist Recommended brand in the US, Canada and France

SOCIAL MISSION

Dove's Social Mission is to ensure that the next generation grows up enjoying a positive relationship with the way they look and to help them reach their full potential in life.

• TV Commercials• Advertising• Web Solutions• Billboards• Interviews

• Super Bowl Media• TV and News Programs

Dove’s Marketing Strategy

KEY POINTS• Dove and Axe are successful

because they identify their customers with brand.

• It works on the principle of personal marketing.

• Focusing on the consumers of particular product and just marketing among them makes personal marketing work well.

Personal Marketing

Personal Marketing can go too far when it pushes up a high standard, hurting the self esteem of common people based on stereotype.

• Dove and Axe 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

Created by Yash Manghnani, RCOEM Nagpur, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.