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Unilever is the manufacturer of
several home care,food and
personal care brands.
It is the world’s third largest consume...
How did these brands make it big?
Digital Communications
Personal Communication Strategies
•
•
DIGITAL
COMMUNICATIONS
SOCIAL
MEDIA
Online
forums,chat
rooms
Social
Networks
ONLINE
Youtube
Ads,search
and display
ads
WOR...
OTHER FORMS OF MARKETING
STRATEGIES
•
•
ONLINE COMMUNICATIONS
ADVANTAGES
•
•
DISADVANTAGES
•
•
What did
AXE do right?
What it
didn’t?
DOVE PRODUCTS
Main forms of Digital Communications:-
•
•
•
•
Dove questioned the stereotypical view in which beauty is
perceived.
What did Dove do right?
•
•
What it didn’t?
•
This specific
advertisement caused
controversy.It gives a
negative image of
...
SUMMARY
Unilever is thus a multi faceted firm. Dove and Axe are both
owned by Unilever and they both have very different m...
DISCLAIMER
Created by Roshan Mishra,Jadavpur
University,during a Marketing
Internship under Prof.Sameer
Mathur,IIM Lucknow.
Unilever(Axe and Dove)
Unilever(Axe and Dove)
Unilever(Axe and Dove)
Unilever(Axe and Dove)
Unilever(Axe and Dove)
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Unilever(Axe and Dove)

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Analyzing the Digital Communication Strategies of Axe and Dove.

Publicada em: Marketing
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Unilever(Axe and Dove)

  1. 1. - -
  2. 2. 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:-
  3. 3. How did these brands make it big? Digital Communications
  4. 4. Personal Communication Strategies
  5. 5. • •
  6. 6. 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
  7. 7. OTHER FORMS OF MARKETING STRATEGIES • •
  8. 8. ONLINE COMMUNICATIONS
  9. 9. ADVANTAGES • •
  10. 10. DISADVANTAGES • •
  11. 11. What did AXE do right? What it didn’t?
  12. 12. DOVE PRODUCTS
  13. 13. Main forms of Digital Communications:- • • • • Dove questioned the stereotypical view in which beauty is perceived.
  14. 14. What did Dove do right? • • 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 .
  15. 15. 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
  16. 16. DISCLAIMER Created by Roshan Mishra,Jadavpur University,during a Marketing Internship under Prof.Sameer Mathur,IIM Lucknow.

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