Problem and issues in the case
The case study is based on two dominant Unilever brands. It addresses marketing excellence by showing the current underlying changes marketing techniques, especially personal selling. The major problem discussed by the case is the increased competition in the marketing and how it has hindered efforts to keep Unilever’ brand relevant in the market.
It explores the shift from traditional advertising methods to the use of unconventional media channels (Kotler& Keller, 2012). Another issue illuminated in the case study is how Unilever has been able to use specific channels of advertising to reach its consumer.
Analysis of Situation
Based on the information given in the case study, Unilever has been able to create outstanding brands that have gained a large market share. The Axe and the Dove brands (Kotler, 2012), have been labeled as two of the most successful brands by Unilever. The two famous brands have enabled the company to reach the targeted population in the required time.
The company has positioned the two brands in the market in such a way that they meet the required demand. The Axe brand mainly targets heterosexual males. Through media channels like Comedy central, Spike, ESPN and MTV (Kotler& Keller, 2012), it has been able to reach the targeted audience. Other channels such as print media and social sites like Facebook and Twitter have also been used to reach the segmented market.
On the other hand, the Dove brand targets all women by selling the message that every woman could be beautiful if they used the brand. The company has shifted from the traditional methods of advertising whereby it used celebrities and models to one that uses women of different sizes, colors, shapes, and age to display the real woman (Kotler& Keller, 2012).
In its efforts to reach the target audience, Unilever has made use of online services and Dove films. This has improved the performance of the brand because through the processes and programs, it has become possible to reach the target population.
A SWOT analysis of the Unilever Company based on the Dove and the Axe brands reveals that the company has used differentiation to reach the targeted population. For instance, the Axe brand includes products like body gel, shampoo, deodorants, and body sprays (Kotler& Keller, 2012).
These products have an already existing market that targets a group loyal to the brands. On the other hand, the weakness of the company has been its overdependence on the Axe and the Dove brands.
Alternative Strategies
Unilever could decide to use branding and pricing strategies to make their products more competitive. For instance, it could apply the price added value as part of its pricing strategy (Kotler & Armstrong, 2010). It can also rebrand its brands by either placing its logo in a more distinctive place visible to its loyal customers.
This way, Unilever can still maintain its market share and reduce the increased competition in the market. The drawback of pricing and branding is that it may be costly and expensive to initiate.
Course of Action
The company’s marketing department could allocate more finances to its rebranding and advertising projects. It is also recommendable that the company adopts alternative strategies as a way of remaining relevant in the market. It could also undertake market research to evaluate the actual and standard product progress (Kotler & Armstrong, 2010), on monthly basis.
Reference List
Kotler. P., & Armstrong.G. (2010). Principles of Marketing. New York: Pearson.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14 ed.). New Jersey. Pearson/Prentice Hall