PERSONAL MARKETING( AXE & DOVE)
Transcript of PERSONAL MARKETING( AXE & DOVE)
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DIRECT MARKETING1
INTERACTIVE MARKETING2
WORD TO MOUTH MARKETING3
UNILEVER(AXE&DOVE)4
QUESTIONS5
SUMMARY
HOW HELPFUL IS
PERSONAL MARKETING
FOR A BUSSINESS?
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DIRECT
MARKE
TING
DIRECT MARKETING
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DIRECT MAIL1
CATLOG 2
TELEMARKETING3
DIRECT MARKETING
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DIRECT MAIL
Direct-mail marketing means sending an offer,announcement,reminder or other item to an individual consumer
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CATLOG MARKETING
Companies send full-line merchandize catalogs,speciality consumer catalogs and business catlogs in print form or online
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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.
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INTERACTIVE MARKETING
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WEB-SITES1
SEARCH ADS 2
E-MAIL3
DISPLAY ADS 4
MOBILE MARKETING5
INTERACTIVE MARKETING
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WEB SITES
Companies design web sites that embody or express their purpose,history,products and vision
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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
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E-mail allows marketers to inform and communicate with customers
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DISPLAY-ADS
Display ads are small,rectangular boxes containing text and perhaps a picture that companies pay to place on relevant web sites
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MOBILE MARKETING
Mobile marketing uses phones as a means of communicating with the consumer by sending messages and simple display ad's
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SOCIAL MEDIA1
BUZZ AND VIRAL MARKETING3
WORD OF MOUTH
OPINION LEADERS 2
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ONLINE COMMUNITES & FORUMS
BLOGS
SOCIAL NETWORKS
SOCIAL MEDIA
THE COMPANIES CAN INTERACT WITH CONSUMER BY USING-:
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OPINION LEADERS
Companies select small groups whose members interact frequently to exchange information with others in society
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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
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UNILEVER “THE BRIGHT FUTURE”
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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.
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HIGHLIGHTS
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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
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ADVERTISING TECHNIQUES
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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
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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
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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.
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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.
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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.
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DIRECT MARKETING1
INTERACTIVE MARKETING2
WORD TO MOUTH MARKETING3
UNILEVER(AXE&DOVE)4
QUESTIONS5
SUMMARY
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DISCLAIMERCreated by RAVI TEJA,NIT JAMSHEDPUR during an internship by Prof. Sameer Mathur,IIM-Lucknow