Unilever(axe and dove) case analysis under Prof. Sameer Mathur

2. • 2 billion people use
Unilever products
everyday

3. FIVE KEY
1. A better future for children
2. A healthier future
3. A more confident future
4. A better future for the planet.
5. A better future for farming and farmers.

4. STRATEGY
Invested in a long term
strategy of categories and
brands that deliver growth
to the benefit of stake
holders.

6. VISION
1. Growing the business
2. Improving health and well-being
3. Enhancing livelihoods
4. Reducing environmental impact

7. Two of the most
successful
brands in the
world

8. The most popular male grooming brand in the
world and the Unilever’s best seller

9. WINNING WORLDWIDE FANS
Axe has been helping guys get the girl since the
brand launched in France in 1983. Now men in
more than 90 countries, from the Americas to
Asia, reach for Axe every day.

11. Newspaper and Online Clippings

12. The Axe brand is built on epic and disruptive
advertising. The attention-grabbing ads are
famous around the world, and have been
recognised by the prestigious Cannes Lions
Advertising Awards

13. Dove believes that beauty - feeling and
looking your personal best - is the
result of proper care.

14. The Dove difference
• The Dove brand started its life in 1957 in the
US, with the revolutionary new beauty
cleansing Bar.
• It is #1 Dermatologist Recommended brand in
the US, Canada and France

15. SOCIAL MISSION
Dove's Social Mission is to ensure that the next
generation grows up enjoying a positive
relationship with the way they look and to help
them reach their full potential in life.

17. • TV Commercials
• Advertising
• Web Solutions
• Billboards
• Interviews
• Super Bowl Media
• TV and News Programs
Dove’s Marketing Strategy

18. KEY POINTS
• Dove and Axe are successful
because they identify their
customers with brand.
• It works on the principle of
personal marketing.
• Focusing on the consumers of
particular product and just
marketing among them makes
personal marketing work well.

19. Personal Marketing
Personal Marketing can go too far
when it pushes up a high standard,
hurting the self esteem of common
people based on stereotype.

20. • Dove and Axe both work on the principle of
personal marketing
• Axe is the most popular male grooming brand
• Promotions through TV, online advertising,
magazines etc.
• Contradictory advertisement

21. Created by Yash Manghnani, RCOEM
Nagpur, during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow.