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Presentation on Unilever (Axe & Dove)

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Rajat Nagar
Rajat Nagar

Unilever: Hypocrisy or Good Marketing? Created under the guidance of Prof. Sameer Mathur in a marketing internship, IIM Lucknow

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TITLE Unilever Hypocrisy or Good Marketing Axe & Dove
Presentation on Unilever (Axe & Dove)
Presentation on Unilever (Axe & Dove)
The multiple faces of Unilever Axe Dove
Launched in 1983 Introduced in United States in 2002 Most popular men grooming brand Unilevers best seller Targets audience : Youth age 15-25
Marketing Strategy Uses Sex and Humor for attraction Skinny, average guys attracting beautiful girls by dozen Makes brand more Aspirational & Approachable
Attractive Slogans The Axe effect Bom-Chicka-Wah-Wah Make love not war Even angels will fall The cleaner you are, the dirtier you get
Effective use of unconventional media Edgy online videos engages young adult males Advertising on male-dominated networks such as : MTV, ESPN, Comedy Central Endorsing popular stars Video here:
Proper use of print as well as social media Ads on Playboy, Rolling stone, Maxim Regularly updating Facebook, Twitter accounts
Conclusion Worked hard to keep the brand fresh, relevant, and cool with its fickle young audience Launches a new fragrance ever year
Completely different product from Axe Formulation of dove bar 1940s Brand speaks to women with different tone & massage Late 1990s extension of Doves range of products
Marketing Strategy Started Seven day dove challenge, which attracted women for trying dove at least for once Real beauty Campaign, a great success for all kinds of women
Real Beauty Campaign Research revealed only 2% women consider themselves beautiful Phase 1: Asking consumers online about their looks Phase 2: It featured candid and confident images of curvy, full-bodied women
Effective use of unconventional media Integrated multimedia campaign, combining TV and Print media Real time voting for women & displaying results on giant billboards Doves website became a crucial component for initiating dialogue b/w women
Pro-Age Campaign It featured older, nude women asking questions like; Does beauty have an age limit? Instantly, the company got positive feedback
Dove on Reel Released 2 films, one of which; Evolution, won cyber & film grand prix award No wonder our perception of beauty is distorted 15 millions view online & 300 million people worldwide
Conclusion Doves campaign has touched women all over the world It is been mentioned in over 800 articles in leading newspapers
Question 1: What makes personal marketing work? Why are Dove and Axe so successful at it? Unilever use to communicate with its customer and try to solve their problems. Dove is very famous and profitable brand for Unilever. In recent years as the result of a marketing campaign that has consistently generated attraction since 2004. Dove and Axe are the important representative in Unilevers personal care division one of its two major product groups. Unilever understands the importance of personal marketing and target specific age groups, demographics and life style. Axe wins abundant advertising awards because of the using unconventional media channels which were the very effective and unique way for advertising.
Question 2: Can personal marketing go too far in a company? Why or why not? Unilever has verity of product for food, home care and personal care brands. Its method for marketing is very interesting. Unilever speaks deferent customer but their effort is for vitality mission. By these practices company can manage brand status and become unique among target market. Unilever highlights the example of Dove and Axe inter-brand relationship works. Both the products marketing says how they look and feels which build peoples confidence and self-esteem. All in all Unilever emphasizes on its marketing and awareness of its brand and mission which shows long term planning.
Question 3: 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 women 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. They are equally fair and same for both the gender. 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 Although both campaigns have sparkled much controversy & debate for different reasons, they have been credited with boosting Unilevers sales and market share all over the globe.
Disclaimer Thank You for your time!! Created by Rajat Nagar, IIT Kanpur, during a marketing Internship by Prof. Sameer Mathur, IIM Lucknow.

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Presentation on Unilever (Axe & Dove)

  • 1. TITLE Unilever Hypocrisy or Good Marketing Axe & Dove
  • 4. The multiple faces of Unilever Axe Dove
  • 5. Launched in 1983 Introduced in United States in 2002 Most popular men grooming brand Unilevers best seller Targets audience : Youth age 15-25
  • 6. Marketing Strategy Uses Sex and Humor for attraction Skinny, average guys attracting beautiful girls by dozen Makes brand more Aspirational & Approachable
  • 7. Attractive Slogans The Axe effect Bom-Chicka-Wah-Wah Make love not war Even angels will fall The cleaner you are, the dirtier you get
  • 8. Effective use of unconventional media Edgy online videos engages young adult males Advertising on male-dominated networks such as : MTV, ESPN, Comedy Central Endorsing popular stars Video here:
  • 9. Proper use of print as well as social media Ads on Playboy, Rolling stone, Maxim Regularly updating Facebook, Twitter accounts
  • 10. Conclusion Worked hard to keep the brand fresh, relevant, and cool with its fickle young audience Launches a new fragrance ever year
  • 11. Completely different product from Axe Formulation of dove bar 1940s Brand speaks to women with different tone & massage Late 1990s extension of Doves range of products
  • 12. Marketing Strategy Started Seven day dove challenge, which attracted women for trying dove at least for once Real beauty Campaign, a great success for all kinds of women
  • 13. Real Beauty Campaign Research revealed only 2% women consider themselves beautiful Phase 1: Asking consumers online about their looks Phase 2: It featured candid and confident images of curvy, full-bodied women
  • 14. Effective use of unconventional media Integrated multimedia campaign, combining TV and Print media Real time voting for women & displaying results on giant billboards Doves website became a crucial component for initiating dialogue b/w women
  • 15. Pro-Age Campaign It featured older, nude women asking questions like; Does beauty have an age limit? Instantly, the company got positive feedback
  • 16. Dove on Reel Released 2 films, one of which; Evolution, won cyber & film grand prix award No wonder our perception of beauty is distorted 15 millions view online & 300 million people worldwide
  • 17. Conclusion Doves campaign has touched women all over the world It is been mentioned in over 800 articles in leading newspapers
  • 18. Question 1: What makes personal marketing work? Why are Dove and Axe so successful at it? Unilever use to communicate with its customer and try to solve their problems. Dove is very famous and profitable brand for Unilever. In recent years as the result of a marketing campaign that has consistently generated attraction since 2004. Dove and Axe are the important representative in Unilevers personal care division one of its two major product groups. Unilever understands the importance of personal marketing and target specific age groups, demographics and life style. Axe wins abundant advertising awards because of the using unconventional media channels which were the very effective and unique way for advertising.
  • 19. Question 2: Can personal marketing go too far in a company? Why or why not? Unilever has verity of product for food, home care and personal care brands. Its method for marketing is very interesting. Unilever speaks deferent customer but their effort is for vitality mission. By these practices company can manage brand status and become unique among target market. Unilever highlights the example of Dove and Axe inter-brand relationship works. Both the products marketing says how they look and feels which build peoples confidence and self-esteem. All in all Unilever emphasizes on its marketing and awareness of its brand and mission which shows long term planning.
  • 20. Question 3: 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 women 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. They are equally fair and same for both the gender. 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.
  • 21. Summary Although both campaigns have sparkled much controversy & debate for different reasons, they have been credited with boosting Unilevers sales and market share all over the globe.
  • 22. Disclaimer Thank You for your time!! Created by Rajat Nagar, IIT Kanpur, during a marketing Internship by Prof. Sameer Mathur, IIM Lucknow.