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Unilever's Marketing Strategy

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Unilever, the parent company of AXE shower gel, was founded in 1930 when a soap company and a margarine company merged. Due to their control on oilseeds, the main ingredient for many soaps and margarines, Unilever was able to penetrate the market for soaps and shower supplies. They have since expanded and now own many popular brands such as AXE, lever2000, Ben and Jerry’s, and a number of others. “They’re all part of the ‘Unilever armada of brand names’. To make sure the brand names do not go unnoticed, Unilever spends huge amounts of money on marketing and advertising. Advertising has always been a keystone of Unilever’s businesses.” (“Unilever, Overview”). This focus on advertising is often seen throughout the AXE product market, particularly with their shower gels.

A product market for shower gels was developed when grooming product manufacturers responded to costumer’s desire to reduce the soapy mess left on the shower shelf and introduced a shower gel that was not only easier to use, but also did not fall apart or smudge. Several manufacturers also created a variety of shower gel that cleaned the skin, reduced stress, moisturized the skin, boosted energy, and catered to more masculine tastes. This was to satisfy a growing target market of men who were more conscience of their physical appearance and more willing to spend time and money on purchasing their own products.

The manufacturer has identified the AXE shower gel target market as men, the majority of whom are in the age range of 17- 35, who want to feel fresh, clean, and masculine. These are men who tend to have higher standards for their personal care products than those who would be satisfied with using traditional soap. This target market expects more from their...

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