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Running head: Case Study: Unilever 1 Case Study: Unilever Axe and Dove Scarlet M. Bland Columbia Southern University Introduction
Case Study: Unilever 2 This case study focuses on Unilever, the multi-billion dollar, International Corporation. Among the hundreds of brands they produce are the Axe and Dove product lines. Specifically, we will take a look at their marketing campaigns/advertising strategies and what direction they might want to go in the future. The case study titled, “Marketing Excellence Unilever (Axe and Dove)”, states, “Unilever—manufacturer of several home care, food, and personal care brands— uses personal marketing communications strategies to target specific age groups, demographics, and lifestyles”, (Kotler & Keller, 2016). What exactly does this mean? What is personal marketing and why does it work for Unilever? I will attempt to answer this question as well as, a possible conflict of interest within their advertising campaigns. Thinking back I remember Dove being the soap that my grandmother, my mom, and eventually I used. I remember thinking that it actually did make my skin soft just liked the ads said it would with its ¼ moisturizing cream. Fast forward to many years later as I purchased as a Christmas gift for my sons of Axe body spray, they were so excited because the advertisement depicted that if they utilized this product all the girls would flock to them. We know this not to be true but the campaign sure made it seem possible to my young sons. Makes me wonder if my skin actually did feel softer or was that all in my head. Does advertising really make us believe the unbelievable? Let us take a closer look and hopefully I will find the answer to my question as well. Personal Marketing Personal Marketing is basically taking the marketing mix and the four P’s and making it personal for your products and services. Unilever has used it successfully by targeting specific groups and making them feel that they are important to the company. Their Axe products ads are targeted toward males and uses sex to sell their merchandise. They also direct their slogans to
Case Study: Unilever 3 attract men, such as, “The cleaner you are the dirtier you get”. To sell their Dove product line they focus on women and what attracts women is our idea of beauty. Boosting our self-esteem and feeling fresh, directly appeals to women. Unilever directly communicates with their target audience, making it feel personal to the consumer. This is a great approach and is obviously a good one for Unilever. As quoted in the case study, “ finding the right target group and delivering personal marketing messages that touched home”, (Kotler & Keller, 2016). This is a great strategy considering many consumers want to feel connected to whatever they spend their money on.

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