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Two major competing brands under the same parent corporation (Dove and Axe owned by unilever) - Essay Example
Pages 5 (1255 words)
Two Major Competing Brands under the Same Parent Corporation Dove & Axe (College) Two Major Competing Brands under the Same Parent Corporation Dove & Axe Introduction Unilever Global has a very successful history of marketing more than one competing brands simultaneously by maintaining a social mission at its promotional strategies for every brand…
Hence firms today are cognizant of the unique characteristics of services such as intangibility, inseparability, variability, and perishability. Subsequently, international expansion has become a significant strategy in addition to firms’ fundamental objective of wealth maximization. In order to achieve international expansion, global firms including Unilever usually maintain more than one competing brands. 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 paper will critically evaluate the marketing programs and strategies of the two brands Dove and Axe in terms of various business concepts. Literature review 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. ...
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