unilever(axe and dove)
TRANSCRIPT
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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.