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    Abdurehman Ullah khan
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    This document is an assignment response that discusses Unilever's ownership of both Axe and Dove brands. It argues that while Axe's marketing has been criticized for demeaning women, Dove's "Natural Beauty" campaign promotes realistic expectations. However, the same company, Unilever, owns both brands. The response claims Unilever understands targeted marketing to different demographics and life styles. It says Unilever emphasizes long-term brand marketing and awareness across its variety of food, home, and personal care brands to manage brand status and uniqueness in target markets. The response concludes Unilever's tactics for Axe and Dove are equally fair and do not conflict, as both aim to boost confidence,

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    ASSIGNMENT 05

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    This document is an assignment response that discusses Unilever's ownership of both Axe and Dove brands. It argues that while Axe's marketing has been criticized for demeaning women, Dove's "Natural Beauty" campaign promotes realistic expectations. However, the same company, Unilever, owns both brands. The response claims Unilever understands targeted marketing to different demographics and life styles. It says Unilever emphasizes long-term brand marketing and awareness across its variety of food, home, and personal care brands to manage brand status and uniqueness in target markets. The response concludes Unilever's tactics for Axe and Dove are equally fair and do not conflict, as both aim to boost confidence,

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    Download as docx, pdf, or txt
    50 views3 pages

    Assignment 05

    Uploaded by

    Abdurehman Ullah khan
    This document is an assignment response that discusses Unilever's ownership of both Axe and Dove brands. It argues that while Axe's marketing has been criticized for demeaning women, Dove's "Natural Beauty" campaign promotes realistic expectations. However, the same company, Unilever, owns both brands. The response claims Unilever understands targeted marketing to different demographics and life styles. It says Unilever emphasizes long-term brand marketing and awareness across its variety of food, home, and personal care brands to manage brand status and uniqueness in target markets. The response concludes Unilever's tactics for Axe and Dove are equally fair and do not conflict, as both aim to boost confidence,

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    © All Rights Reserved
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    Download as docx, pdf, or txt
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    ASSIGNMENT 05

    ASSIGNMENT CHAPTER: THE SELF 5 MARKS

    ABDUREHMAN ULLAH KHAN


    REG NO: 40931
    COURSE: CONSUMER BEHAVIOUR

    SUBMITTED TO: SIR WAQAS RANA


    Q. Some activists object to Axe’s male-focused marketing because they claim it demeans
    women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more
    realistic expectations for girls. Guess what? The same company UNILEVER owns both Axe and
    Dove. Is it hypocritical for a big company to sponsor positive messages about women in one of
    its divisions while it sends a different message in another? Give examples

    Ans: 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 are the important
    representative in UNILEVERs personal care divisions one of its two major product groups, UNILEVER
    understands the importance of personal; marketing and target specific age groups , demographic and
    life style, Axe wins abundant advertising awards, because to the using unconventional media channels
    which were the very effective and unique way for advertising.
    UNILEVER has verity of product for food, home care and personal care brands. Its method for marketing
    is very 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 products marketing says how they look and feels which build people’s confidence and
    self-esteem. All in all UNILEVER emphasized on its marketing and awareness of its brand and mission
    which shows long term planning.
    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 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.
    Although both campaigns have sparkled much controversy & debate for different reasons, they have
    been credited with boosting UNILEVERs sale and market share all over the globe.

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