AXE

Direct Marketing Channels

Interactive Marketing Channels

Word of Mouth Channels

Axe Campaigns

Real Beauty Campaign

Events Sponsored by Axe

PS : Target crowd is men of ages ranging from 15-25 years.

Events Sponsored by Dove

EVOLUTION

WEBSITE

WEBSITE

SOCIAL MEDIA

SOCIAL

MEDIA

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.

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.

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.

SUMMARY

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