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Two Major Competing Brands under the Same Parent Corporation - Essay Example
This paper will critically evaluate the marketing programs and strategies of the two brands Dove and Axe in terms of various business concepts. Unilever Global has a very successful history of marketing more than one competing brands simultaneously by maintaining a social mission…
This essay declares that Dove and Axe are the two competing brands under the same parent corporation, Unilever. Dove is Unilever’s personal care brand that offers products for both women and men and has business interests in more than 35 countries across the globe. At the same time, Axe is a brand that deals with male grooming products under the parent company Unilever.
This discussion explores that while dealing with more than one competing brands, an organization might face several challenges. In contrast, Unilever has succeeded in its promotional tactics for Dove and Axe in the international market. Although the success could be attributed to several competitive advantages, as per the reports, globalization greatly contributed to the faster growth of Dove and Axe in the international market. Globalization refers to a process by which national economies and cultures are integrated into an international economy so as to enhance international trade, direct foreign investment, migration, and technology sharing. Both Dove and Axe get the opportunity to attain benefits from foreign markets since the offshore countries provide better business conditions such as cheap raw materials and labor, liberal government laws, and large number of potential customers. The company highly encourages fair competition so that brands like Dove and Axe vehemently dominate the market in which they operate. ...