Axe & Dove - Case study PDF

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What makes personal marketing work? Why are Dove and Axe so successful at it? Personal marketing works well cause it’s also a kind of targeted marketing. It targets the desired demographics, age groups. Since, I have known, Axe has always been synonymous with men and sex appeal. So, it’s something that men desire to become. On the other hand, Dove has been synonymous with women and being “gentle” As a result, it promotes the idea of being the real you. Both the brands are preferences depending on what the customer wants to be and is most relatable with. Can a company take personal marketing too far? Explain. Yes, I think personal marketing can be taken too far if not watched upon carefully. Since, personal marketing is in fact personal, it’s difficult to draw a line. I mean how far is too far. I think it’s extremely important to define some boundaries when it comes to personal branding at least when the brands plan to advertise something personal. With companies using big data, personal information and personal preferences of customers are available to insurance firms, phone companies and pizza places at the same time. If things get too far the customer is likely to get irritated from all the personal marketing and advertising. Is there a conflict of interests 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. I don’t think that there is any conflict of interest when it comes to Axe and Dove. Axe has always been synonymous with “being sexy” for men and Dove as “being gentle “for women. I wouldn’t say one is promoting a right image and the other a wrong one. It’s just about building different brand images. Axe achieved its success by projecting women as sex symbol and Dove by being real. Both the brands have different target audience and different message to deliver. One shows who you desire to be and the other who you are. And both work because they are targeted at different audience....