Unilever (Axe and Dove) (pp. 632–633)
1. What makes personal marketing work? Why are Dove and Axe so successful at developing their brand equity?
2. Discuss the effectiveness of the overall marketing campaigns including advertising, personal selling, promotion, events, and public relations strategies.
3. Is there a conflict of interest 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.
4. Recommend next steps for Unilever with respect to their marketing and advertising strategies.
In formatting your case analysis, do not use the question-and-answer format; instead, use an essay format with subheadings. Your APA-formatted case study should be a minimum of 500 words in length (not counting the title and reference pages). You are required to use a minimum of three peer-reviewed, academic sources that are no more than 5 years old (one may be your textbook). All sources used, including the textbook, must be referenced; paraphrased material must have accompanying in-text citations.