Focuses on personal marketing channels while emphasizing on the Unilever case. Also, there are answers to some general questions regarding the brands.

3. AXE

5. Direct Marketing Channels

6. Interactive Marketing Channels

7. Word of Mouth Channels

9. Axe Campaigns

10. Real Beauty Campaign

11. Events Sponsored by Axe
PS : Target crowd is men of ages ranging from 15-25 years.

12. Events Sponsored by Dove
EVOLUTION

13. WEBSITE

14. WEBSITE

17. What makes personal marketing
work? Why are Dove and Axe so
successful at it?
• Allows marketers to uniquely target different
customer segments.
• Contextual placement of offerings &
Promotions.
• Dove & Axe used Advertisements, Websites,
Sponsorships and Social Media efficiently to
target the right customers at the right time.
• Campaigns uniquely targeted to the prime
customer group.

18. Can personal marketing go too
far in a company? Why or why
not?
• Personal Marketing goes too far on trying
to focus efforts on every individual.
• When brand image starts getting
depreciated.
• When marketing strategy loses track from
fulfilling the brand promise.
• Costs for personalization exceed the limit.

19. 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.
• Portraying women as sex symbols in Axe
advertisements does not go well with
Unilever’s aim.
• However, Dove and Axe target completely
different market segments.
• People identify the brands ‘Dove’ and ‘Axe’
separately and no hypocrisy is noted on the
part of Unilever by consumers.
• A change of marketing strategy for Axe
would be appreciated though.

20. SUMMARY

21. DISCLAIMER
Created by Shashwat Srivastava of IIT Guwahati,
during a marketing internship by Prof. Sameer
Mathur, IIM Lucknow.