1: What makes personal marketing work? Why are Dove and Axe so successful at it?

Unilever use to communicate with its customer and try to solve their problems. Dove is very famous
and profitable brand for Unilever. In recent years as the result of a marketing campaign that has
consistently generated attraction since 2004. Dove and Axe are the important representative in
Unilever’s personal care division one of its two major product groups. Unilever understands the
importance of personal marketing and target specific age groups, demographics and life style. Axe
wins abundant advertising awards because of the using unconventional media channels which were
the very effective and unique way for advertising.

2: Can personal marketing go too far in a company? Why or why not?

Unilever has verity of product for food, home care and personal care brands. Its method for
marketing is very interesting. Unilever speaks deferent customer but their effort is for “vitality”
mission. By these practices company can manage brand status and become unique among target
market. Unilever highlights the example of Dove and Axe inter-brand relationship works. Both the
product’s marketing says how they look and feels which build people’s confidence and self-esteem.
All in all Unilever emphasizes on its marketing and awareness of its brand and mission which shows
long term planning.

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. I do not think that there is any type of conflicts which I see when I
see the advertisement of HUL. They are equally fair and same for both the gender. Now speaking
about AXE yes I believe that there can be other tactics which the company can use instead of putting
women sex symbol to attract more male customers. The reason is because the advertisement can be
misleading to male.

Summary

Although both campaigns have sparkled much controversy & debate for different reasons, they
have been credited with boosting Unilever’s sales and market share all over the globe.