unilever(axe and dove)

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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:-

How did these brands make it big?

Digital Communications

Personal Communication Strategies

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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

OTHER FORMS OF MARKETING

STRATEGIES

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ONLINE COMMUNICATIONS

ADVANTAGES

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DISADVANTAGES

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What did AXE do right?

What it didn’t?

DOVE PRODUCTS

Main forms of Digital Communications:- •

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Dove questioned the stereotypical view in which beauty is

perceived.

What did Dove do right?

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What it didn’t? •

This specific

advertisement caused

controversy.It gives a

negative image of

what Dove is really

about. This ad was seen

as racist .

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

DISCLAIMER

Created by Roshan Mishra,Jadavpur

University,during a Marketing

Internship under Prof.Sameer

Mathur,IIM Lucknow.