the overall success of the product. This report will discuss two campaigns: Dove’s Campaign for Real Beauty that target women’s outer beauty, instilling self-confidence, versus AXE’s AXE Effect campaign that target young adult males while exploiting young adult women’s perception of beauty unrealistically. Dove and AXE products are owned by the same company Unilever. The report will analyze their complete opposite approach to their target market, and criticisms received from the media and consumers
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2010-0806 Corporate Relations and Planning Assignment An analysis of HUL brands Submitted By Shuchi Singh F 74 Hindustan Unilever: 4P’s analysis of three brands and short notes on other 7 major brands Brand 1: Kwality Wall's Product • • • Various offerings in rich, creamy and delicious flavors Known for their nutritious value Indulgent treats like Cornetto & Feast (for teens and young adults), to Moo & Paddle Pop (for kids), to family favourites like our Selection range of Red Tubs
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advertisement can be very effective because it attracts attention, this is some truth of desire, People are hard-wired to notice sexually relevant information, so ads with sexual content get noticed For instance, Some young men actually think Axe body spray will drive women crazy, But brand impressions are shaped by images in advertising, too. Arguably, Calvin Klein and Victoria's Secret are not much different than Hanes or Vassarette, but perception studies show those brands are perceived as ‘sexy
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The impact of social performance - Unilever and its environmental responsibility Unilever is one of the world largest multinational companies, merged by British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie in 1929, which is related with lives of over two billion people every day mainly in the area of food and beverage, home care and personal care. The corporate purpose of Unilever indicates that they require "the highest standard of corporate behavior towards everyone
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Dove and Axe: Examples of hypocrisy or good marketing? Introduction Should a company be criticized when one of its brands undertakes a campaign to improve the self-image of women around the world? In the fall of 2007, the Campaign for a Commercial Free Childhood (CCFC), a respected Boston-based activist group, said “yes” if that company was Unilever. Citing differences in how two major Unilever brands positioned themselves, the CCFC claimed it was unfair for Dove to capitalize on the success of its
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year old. Target Audience Men ages 18-34 are interested in using men’s grooming and toiletry products. Positioning: Established in 1937, Old Spice is the leader in the men’s body care and toiletry market. For men who demand superior body care products, Old Spice offers you the highest quality and best-scented body care products on the market. Old Spice will make you smell like the best smelling man in the world. SWOT Analysis Strengths • A very renowned and successful brand. •
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C H A PTE R CONSUMER BEHAVIOUR AND TARGET AUDIENCE DECISIONS 3 Chapter Objectives • To understand the consumer decision-making process and how it varies for different types of purchases. • To understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion. • To understand the similarities and differences of target market and target audience. • To understand the various options for making a target audience decision
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CHAPTER - 1 INTRODUCTION Introduction: In their 1981 book, Positioning: The Battle for your Mind, Al Ries and Jack Trout describe how positioning is used as a communication tool to reach target customers in a crowded marketplace. Regular use of the term dates back to 1972 when the same authors published a series of articles in Advertising Age called "The Positioning Era." Not long thereafter, Madison Avenue advertising executives began to develop positioning slogans for their clients and positioning
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history, a focus has been given to selling products with a promise of social acceptance, because not being accepted socially is a major individual fear for most people. (3) For example, Axe body spray ads. These advertisements insinuate the social acceptance from women to men. If a guy uses this body spray, women will want to be around him. 2. Advertising Contributes to Socially Unacceptable Behavior (sex, drinking, disrespect) In my opinion advertising may have a small impact on unacceptable
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The Virtuous Life: Cleanliness by Brett & Kate McKay on May 4, 2008 · 22 comments in A Man's Life, On Virtue, The Virtuous Life This a 10th post in a series about the Benjamin Franklin’s 13 virtues. CLEANLINESS. Tolerate no uncleanliness in body, clothes, or habitation. A common stereotype that society places on males is that of the sloppy and unkempt man. We see it all the time on television. A man sitting in his man chair with potato chip crumbs all over himself. Beer cans and old pizza
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