Summer internship of Prof. Sameer Mathur, IIM-L

1. Personal Marketing
of Unilever

4. AXE from 1983

5. Strategy

6. Slogans

9. Sponsorship

10. New fragrance every year

14. Evolution
“No wonder our perception of beauty is distorted”

17. 1-what makes personal marketing work why are Dove
and Axe so successful at it?
- Allow the brand to direct communicate with customers.
- Personal marketing create word-of-mouth-buzz.
- Dove and Axe created personal marketing through
unconventional media that created PR buzz.
- Unique campaigns of Axe and Dove created strong brand
image.

18. 2- can company take personal marketing too far?
Explain.
- In some cases the company takes personal marketing too far
like,
- When marketing strategy not worked well.
- When the brand image starts getting desperate.
- When brand fail to fulfil its promises.

19. 3- 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.
- NO, there cant be any conflict of interest between both the
brand because both the brand target different target segment.
- Portraying woman as sex symbol in Axe and Real beauty in
Dove campaign may hurt the company reputation but not so
much because people see them as both different brand not
connected with each other.

20. Summary
- Axe and Dove both working on principle of personal
marketing.
- Axe is Unilever’s best-selling brand.
- Spot on messages from both brand reach effectively
to customers.
- Although both brands campaigns sparked much
controversy, both generated high sell to Unilever.

21. Thank You for your time.
Created by Siddharthsinh Raj, LJIET
Ahmedabad, during a marketing internship by
Prof. Sameer Mathur, IIM-L.