Personal marketing is most influential marketing method and is growing fast these days. Unilever's best selling brands Axe and Dove succeeded in it.

1. UNILEVER

2. UNILEVER is an
Anglo-Dutch
multinational
consumer goods
company.

3. Unilever owns over 400 brands

4. Unilever‘s most
successful brands
AXE & DOVE

5. Axe is the most ppopular
male grooming brand in
the world andUnilever‘s
best selling brand
launched in 1983.

6. Marketing strategy
AXE targets 15-25 year old males
who are interested in improving
their appeal to the opposite sex.
It has projected it’s strategy
through humrous ads and
effective media use.

7. ADS
• Most Axe ads use humor and
sex.
• Features skinny , average guys
attracting beautiful girls.
• Bom-chika-wah-wah is one
recent successful campaign

9. Attractive
taglines
Feel the magic .
The cleaner you are, the
dirtier you get.
Even angels will fall.
Smell sweet not sweaty.
Bom-chika-wah-wah
Attractive
taglines

10. It advertises only on male-dominated networks
such as NYC,ESPN,Spoke,and Comedy Central.
It partners with the NBA and NCAA,which draw
younger male audiences.
Axe‘s uses Facebook,Twitter,chat rooms,and
banner ads to drive customers to its website.
EFFECTIVE
MEDIA

11. Dove is a
womens’
personal care
brand
originated in
UK in 1955.

12. MARKETING
STRATEGY
The brand speaks to women with a
different time and message.
Shifting away from traditional advertising
touting, the brand introdced seven-day
test.
Attractive campaigns like Real-
Beauty,Choose beautiful, Let's break the
rules of beauty.

13. REAL-BEAUTY
Campaign
This campaign celebrates “real women” if all
shapes , sizes, ages and colors.
This arouse from research revealing only 2%
women worlwide consider themselves beautiful.

14. Real-Beauty
Phase-1:
The first phase featured non-
traditional female models and
asked consumers to judge their
looks online.

15. Phase-2
The 2nd phase
featured candid and
confident images of
curvy,full-bodied
women.
Phase-3
The 3rd phase of the campaign, called Pro-
Age featured older,nude women and
asked questions like “Does beauty have an
age limit?”.

16. DOVE ON
REEL
Dove released two Dove films, one of
which ,Evolution ,won both Cyber and
film Grand Prix at International
Advertising Festival with a tagline “No
wonder our perception of beauty is
distorted”

17. DOUBLE
CLICKTO
WATCH DOVE
EVOLUTION

18. Whatmakes personalmarketingwork?Whyare Dove
andAxe so successfulat it ?
Yes,personal mmarketing works well. Personal ddialogue between customers ,intermediaries
and the company is vital for maintaining a strong relationship and ensuring marketing
success. It lets marketers test alternative media and message to find the most cost-effective
approach. Direct marketers can measure responses to their campaigns to decide which have
been the most profitable .
Dove and Axe ,both the brands used ppersonal marketing efficiently aand found out effective
way of marketing to ttheir target customers. Both the brands effectively used media and
social networks to connect with their customers.The humorous and aattractive ads of Axe
succesed in creating passion for the brand among the males. While dove was samrt enough
to physically involve enormous no. of women , it eemotionally connected with its campaigns.

19. Can personalmarketinggo toofarin a
company?Whyandwhy not?
We‘ve since a long time ago experienced promoting in broad daylight restrooms,
however as oflate I ran over an organization that is advancing client initiated
urinals. Not just would you beable to buy space on urinal cake covers, the spreads
will light up and convey a voice message at whatever point… well, kindly don't
make me clarify how the gadgets are actuated. Asadvertisers, what is our
obligation with the greater part of this? Is it truly an "anything thatworks" approach
or would it be a good idea for us to set norms? Likewise with most things,brand is
the answer. We are the watchmen of our brands. We have to secure and support
them—and that incorporates the best possible decision of media. Will the utilization
of this mediaupgrade the brand and bolster long haul objectives, or will it discolor
the brand? There is adistinction between having your name on a games stadium
and putting your name over openlandmarks.Concerning talking urinals, some place
there may be a brand that will be upgraded by clientactuated urinal cake covers,
however I'm not certain I might want to take a shot at that brand. Insome cases
promoting just goes too.

20. IsthereaconflictofonterestsinthewayUnilevermarkets
towomenandyoungmen?Isitundoingallthegoodthat
mightbedoneinthe“CampaignforRealBeauty“by
makingwomensexsymbolsinAxeads?Discuss.
Yes , there is a conflict of interest but the question is “what is the
campaign's goal”. If the goal demands this amount of advertising
women, then the conflict just fades aaway in tthe success of
campaign . Axe has projected women in such a way to attract
males, though it seems to be degrading them , for the brand it’s just
a good commercial and is not against their professional ethics.

21. SUMMARY
Unilever‘s best selling brands Axe and Dove effectively used
personal marketing as a key to their success.
Both the brands have had clever marketing strategies targeting
their own set of customers.
Effective media and social network usage added to their hard
work and brilliance.
Although both the brands have sparked much controversies
and debate for different reasons, they have been credited with
boosting Unilever‘s sales and market share all over the globe.

22. CreatedbyTejasriAlajangi(IIITD&M
Kancheepuram)duringinternshipinIIM
LucknowunderProf.SameerMathur