Unilever : The Brand Of Axe

3. Many multinational companies market products under different brand names when conducting business overseas. For example, Unilever’s Axe Body Spray is called Lynx in the United Kingdom and Australia. Research some of your favorite brands (or products that you buy on a regular basis), and list if and how they use alternate product names when conducting business in foreign markets. Then, explain why a company might use a different brand name abroad.

With 81% of market shares in Brazil, Unilever is the leader of the Detergent Powder market. It owns three brands in Brazil: Omo, Minerva and Campeiro. Omo is the top brand of the portfolio and perceived as a high quality at a premium position. Minerva is a medium quality product with low brand awareness. Campeiro is a well-known cheapest product but with a low top of mind penetration. In order to

Its origin goes back to the 19th century when a group of companies operating independently, produced soaps and margarine. In 1930, the companies merged to form Unilever that diversified into food products in 1940s. Through the next five decades, it emerged as a major fast-moving consumer goods (FMCG) multinational operating in several businesses. In 2004, the Unilever 2010 strategic plan was put into action with the mission to ‘bring vitality to life’ and ‘to meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life’. The corporate strategy is of focusing on core businesses of food, home care and personal care. Unilever operates in more than 100 countries, has a turnover of €39.6 billion and net profit of €3.685 billion in 2006 and derives 41 per cent of its income from the developing and emerging economies around the world. It has 179,000 employees and is a culturally-diverse organization with its top management coming from 24 nations. Internationalization is based on the principle of local roots with global scale aimed at becoming a ‘multi-local

Based on the mission of an organization and its HR philosophy, HRM relates to strategically aligned practices towards employee management (Shani, Divyapriya and Logeshwari 2011). Influenced by the beliefs of a company’s leadership, as well as by its culture, values, and external environment, HR philosophies “are able to further define how employees are to be treated” (Schuler, R. S., Dowling, P. J., & De Cieri, H., 1993). A summarised illustration of Unilever’s SIHRM can be found in the appendix (appendix 1).

Over the past decades creating corporate social responsibility has become very important to companies in order to compete in their industries. It has become obvious to the public that corporations have so much power in society; so corporations efforts to improve society has become a necessity to many consumers. Corporate social responsibility is defined in our textbook as, “a business concern for society’s welfare”(Lamb, Hair, McDaniel 2017). When taking a look at Proctor and Gamble and Unilever’s goals to create stronger corporate social responsibility in society I have identified a few major similarities and differences.

Unilever, founded in 1929, is an Anglo–Dutch multinational consumer goods company. Its headquarters are in London, England and in Rotterdam, Netherlands as well. It is the world's third-largest consumer goods company as of 2012. It is also one of the oldest multinational companies in the world, its products include food, beverages, cleaning agents and personal care products. And these products are available in 190 countries.

And it uses principally the same competitive strategy tactic in all the markets (Countries) where the company has a presence, sells much the same products everywhere, strives to build global brands and coordinates its actions worldwide. Strategy followed by Unilever is also called a think-global and act-global strategy. Once Unilever successfully launched its product in numerous markets, it expands its popular and successful brand to many other markets and starts competing globally. Unilever has a theme to swift Unilever managers to integrate and coordinate the company’s strategic moves all around the world and to expand into most, if not all nations where there is a noteworthy buyer demand. Building a global brand name is one of the most important prospect on which the company puts substantial strategic emphasis. Along with that Unilever focuses on aggressively chasing opportunities to transfer ideas, new products and competences from one country to the

Axe is one of the 400 brands which is belonged to Unilever Company. The portfolio of this multinational company focuses on health and wellbeing mainly, including food, beverages, cleaning agents and personal care products. Many world-leading brands including Axe, Lipton, Knorr, Dove, Hellmann’s and Omo are some of these brands (unilever.com).

Old Spice, and Axe bodyspray have both been competing for the crown to be the best in countless years to be the best deodorant, and shampoo brand for males. Mostly known to get the ladies and too be a much better, and more manly you. Old Spice and Axe has both been making countless products to make the male population keep purchasing their products. From deodorant, shampoo, hair gel, fragrances, body soap, and even aftershave to give a broad usage for all males, to use these two companies products. With these two different companies for the same audience of men like me. I have both personally have used both of these products for my personal usage, and I have my desicion made that old spice

The firm has actually advanced so well that the Wall Street Journal also lately reported that Unilever PLC, which supervises preferred brand names like Dove as well as Lipton, remains in conversations to get the firm.

According to the case study, early results from the self-assessments led to improvements in a variety of areas. For example; the case study touts on page 8 "improvements were identified in the areas of communication, process management and goal deployment". Since communication in any form is a strong component of a successful business, this one facet alone is well worth the self-assessment process if it succeeded in initiating those improvements.

In addition, a large number of brands also results in a lack of a unified global identity. Many of Unilever’s product categories had checkered identities. As Deighton exemplified, the company used to produce ice cream under different brands among the globe, such as Wall in the U.K. and Asia, Kibon in Brazil, Ben & Jerry’s and Breyers in the United States, Langnese in Germany, and so forth. Each one had a

Arimount is a well-recognized company specializing in beauty and personal grooming products that has been in operation for 20 years. The company is pondering the release of a new personal deodorant product into a very competitive market. The company’s research and development department has created a new chemical that has proven effectiveness for up to 5 days provided the user does not use a soap on the treated area. Arimount will face stiff competition as a new entrant into the United States deodorant market where the company will initially distribute its product. Established companies have extensive portfolios and strong brand recognition with large marketing and advertising budgets,

The brand began in France but is now global. The product seems to have the features that were popular at the start and are still wanted now, and although the price is fairly high it is balanced by the perceived quality. The promotion tactics seem to be undifferentiated, which means Evian focuses on the common consumer needs and targets them with the same campaigns (Armstrong and Kotler, 2011). Evian bottles are sold at selected supermarkets and

This helps product development as internal chefs can freely do experiments and explore new food solutions