Unilever's Mission for Vitality
- ISBN-10
- 1526449447
- ISBN-13
- 9781526449443
- Category
- Marketing
- Language
- English
- Published
- 2007
- Authors
- David Austen-Smith, Adam D. Galinsky, Katherine H. Chung
Description
This case walks students through the types of dilemmas that executives face in the real world. Dove and Axe are two highly successful brands owned by Unilever, a portfolio company (www.unilever.com). Dove is a female-oriented beauty product brand that exhorts "real beauty" and not the unachievable standards that the media portrays. In contrast, Axe is a brand that purportedly "gives men the edge in the mating game." Axe's risqué commercials portray the supermodel-type beauty ideal that Dove is trying to change.Unilever had always been a company of brands, i.e., the consumer knew the brands but not the company. Recently, however, the company attempted to unify with an umbrella mission for all of its brands. This change would turn Unilever into a company with brands, potentially increasing consumer awareness and encouraging cross-purchases between the different brands. However, this new strategy raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe.
Get the book
Similar books
-
Social Marketing MKT3SEM (Custom Edition)
By Tapp Et Al EagleThis custom title is published for La Trobe University.
-
M: Marketing
By Dhruv Grewal, Michael LevyM: Marketing
-
Contemporary Marketing
By Louis E. Boone, David L. Kurtz... David W. , 51 , 184 , 485 Crawford , C. Merle , 495 , 511 Crutchfield , Richard S. , 146 Cundiff , Edward W. ... Barnett , 102 Greyser , Stephen A. , 372 Griffin , Clare E. , 500 Grikscheit , Gary M. , 485 Gross , Charles W.
-
Grademaker
By Susan PetersonThis is an example of : selective distribution b . intensive distribution exclusive distribution d . dual distribution intermediary distribution C. e . al a . 11. Rolls Royce has a restrictive policy of only establishing one or two ...
-
How to Develop Successful Marketing Strategies: Understanding, Developing and Managing the Process
By Alvin Jay Rosenstein, Daniel J. Rosenstein, Debbi SmithHow to Develop Successful Marketing Strategies: Understanding, Developing and Managing the Process
-
Marketing
By Joel R. Evans, Barry Berman, William Joseph Patrick Wellington... Cambrian College Gerard Edwards , Douglas College Gus Cameron , Fanshawe College Scott Follows , Acadia University Gloria Darroch , Northern Alberta Linda Hoffman , NAIT Institute of Technology Marina Jaffey , Camosun College Susan ...
-
Study Guide for Marketing, Contemporary Concepts and Practices, Third Edition, Schoell and Guiltinan
By Caroline M. Fisher, William F. Schoell, Joseph P. GuiltinanStudy Guide for Marketing, Contemporary Concepts and Practices, Third Edition, Schoell and Guiltinan
-
Marketing: Contemporary Concepts and Practices
By William F. Schoell, Joseph P. GuiltinanMarketing: Contemporary Concepts and Practices, Sixth Edition, introduces you to the exciting and rewarding field of marketing.
-
Marketing: Contemporary Concepts and Practices
By William F. Schoell, Joseph P. GuiltinanContemporary concepts and practices in marketing.
-
Test Bank for Marketing: Contemporary Concepts and Practices
By William F. SchoellTest Bank for Marketing: Contemporary Concepts and Practices