PERSONAL MARKETING( AXE & DOVE)

DIRECT MARKETING1

INTERACTIVE MARKETING2

WORD TO MOUTH MARKETING3

UNILEVER(AXE&DOVE)4

QUESTIONS5

SUMMARY

HOW HELPFUL IS

PERSONAL MARKETING

FOR A BUSSINESS?

DIRECT

MARKE

TING

DIRECT MARKETING

DIRECT MAIL1

CATLOG 2

TELEMARKETING3

DIRECT MARKETING

DIRECT MAIL

Direct-mail marketing means sending an offer,announcement,reminder or other item to an individual consumer

CATLOG MARKETING

Companies send full-line merchandize catalogs,speciality consumer catalogs and business catlogs in print form or online

TELEMARKETING

Telemarketing is the use of telephone and call centres to attract prospects,sell to existing customers and provide service by taking orders and answering questions.

INTERACTIVE MARKETING

WEB-SITES1

SEARCH ADS 2

E-MAIL3

DISPLAY ADS 4

MOBILE MARKETING5

INTERACTIVE MARKETING

WEB SITES

Companies design web sites that embody or express their purpose,history,products and vision

SEARCH-ADS

The marketer's advertisement appear above or next to the results,depending on the amount the company bids and an alogrithm the search engine use to determine the ad's relevance

E-MAIL

E-mail allows marketers to inform and communicate with customers

DISPLAY-ADS

Display ads are small,rectangular boxes containing text and perhaps a picture that companies pay to place on relevant web sites

MOBILE MARKETING

Mobile marketing uses phones as a means of communicating with the consumer by sending messages and simple display ad's

SOCIAL MEDIA1

BUZZ AND VIRAL MARKETING3

WORD OF MOUTH

OPINION LEADERS 2

ONLINE COMMUNITES & FORUMS

BLOGS

SOCIAL NETWORKS

SOCIAL MEDIA

THE COMPANIES CAN INTERACT WITH CONSUMER BY USING-:

OPINION LEADERS

Companies select small groups whose members interact frequently to exchange information with others in society

BUZZ AND VIRAL MARKETING

• Buzz marketing generates excitement,creates publicity and conveys new information through unexpected or outrageous means

• Viral marketing encourages consumers to pass along company developed products and services or audio or vedio or written information to others online

UNILEVER “THE BRIGHT FUTURE”

HISTORY Unilever was founded in 1930 by the merger of the

Dutch margarine producer Margarine Unie and the British soapmaker Lever Brothers

Unilever is an Anglo-Dutch multinational consumer goods company co-headquartered in Rotterdam, Netherlands, and London, United Kingdom.

Its products include food, beverages, cleaning agents and personal care products.

It is the world's third-largest consumer goods company measured by 2012 revenue, after Procter & Gamble and Nestlé.

HIGHLIGHTS

4 uses personal marketing effectively

3 Aims to create deeper bond with customer

21 Uses humor to

attract customers

Uses unconventional media channel

MARKETING STRATEGY

ADVERTISING TECHNIQUES

PRINT ADS CONVENTIONAL MEDIA

PERSONAL MARKETING

UNCONVENTIONAL MEDIA

Prints in magazines like PLAYBOY,MAXIM

Organizes events like AXE boat party

Sponsors in male-dominated channels like MTV,ESPN

Creates video games,blogs,chat rooms

AXE ADVERTISING STRATEGY

PRINT ADS CONVENTIONAL MEDIA

PERSONAL MARKETING

UNCONVENTIONAL MEDIA

Uses cachy tagline in print ads like real beauty

Campaigns like Real beauty

Conventional TV ads which highlights the benefits of the product

PR buzz and interactive website

DOVE ADVERTISING STRATEGY

What makes personal marketing work?Why are Dove and Axe so

succesful at it?Unilever understands the importance of personal marketing to communicate with its customers. Dove and Axe are the important products in Unilever's personal care division. Both these products are very famous and profitable brands. In recent years as a result of marketing campaigns Dove has consistently generated attraction since 2004. Axe wins abundant advertising awards because of using unconventional media channels which are very effective and unique way for advertising.

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

Personal marketing can go too far when it pushes up a high standard, hurting the self esteem of common people based on a stero type.It should not be biased and send the wrong message by creating conflict through it's ad.

Is there a conflict of interests in the way unilever markets to women &

young men?• AXE advertsing is relative to humor

whereas DOVE take a controversial issue and delivers a better answer.

• No,It is not undoing all the good in both the ads as the viewers are different.It has it's own effect on the buyers and enhancing the product sales.

DIRECT MARKETING1

INTERACTIVE MARKETING2

WORD TO MOUTH MARKETING3

UNILEVER(AXE&DOVE)4

QUESTIONS5

SUMMARY

DISCLAIMERCreated by RAVI TEJA,NIT JAMSHEDPUR during an internship by Prof. Sameer Mathur,IIM-Lucknow