What Is Unilever Canada Case Study

Advertising plays a huge role in why people buy what they buy. This paper will discuss the different techniques used by brands in order to appeal to the intended group they are targeting. Some brands try to appeal to the most amount of people possible. However, some brands have a specific niche of people they try to appeal to. McDonalds is an example of a brand that tries to appeal to everyone. It has a general message that everyone can get behind, and they market it correctly. This is why they are one of the biggest brands in existence. However, Gymshark is a brand that tries to appeal to a specific niche of people. Their goal is to be the next Nike. They try to appeal to athletic people, who workout very often. Their products are similar to Nike, but they are specifically

Picture a long, stressful day where an avalanche of work completely exhausted your energy. The only thing worth looking forward to is coming home to relax while tuning into your favorite television show. In between the show, a commercial comes on to propose an energy drink built to help overcome those prolonged and demanding days at work. Advertisers are known for creating the most influential and effective way to launch their products to the general public. In the article “Men’s Men and Women’s Women”, author Steve Craig suggests that advertisements rely on stereotypes in order to manipulate consumers. Likewise James Twitchell, author of “What We are to Advertisers” strengthens Craig's reasoning by discussing the methods of persuasion that capture their respective audience’s attention to create a good commercial and sell a product. Both authors focus on the different techniques used by the advertising industry. Through their supporting demographic and psychographic evidence, they utilize advertising to show a strong correlation between each other. By using subtitles both authors explain the distinctive stereotypic profiles that are formed just from advertisers constantly examining the target audiences in order to create a connection with the product and the consumer. Twitchell reinforces Craig's position by introducing the different types of profiles advertisers target and be recognizing the effects of the method pathos and logos has

Unilever Global is a company dedicated to producing quality and nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. They also produce world-leading brands which include Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave. Furthermore, Unilever Global is one of the world’s leading fast-moving consumer goods companies with products sold in over 190 countries. Arguably, more than 2 billion consumers worldwide use a Unilever product on any given day. According to its website, the vision of Unilever is “to make sustainable living commonplace place, working to create a better future every day,

Now, I absolutely love sport, I take every chance I get to go out and run, or bike, or just get active - yet, apparently, I only have a single option for a good, hearty deodorant that will withstand a bit of sweat. What are deodorant manufacturers thinking? What am I supposed to do if I don’t like it, or God forbid, if I’m allergic to it? Sure, I could wear male’s deodorant since every second one seems to be for “extreme protection against

While not having an official slogan, the deodorant brand, AXE, aimed for men, has implemented the idea that if one were to use an AXE product all over themselves, the sex crazed females will follow. This ideology is displayed through their numerous advertisements occupying billboards and television time slots. One of their ad’s in particular feature a man pouring the promoted AXE shower gel all over himself, reflected with a slender woman smearing whip cream over her chest to suggest promiscuity. Conversely, the toiletry brand, Dove, has launched their Dove Self-Esteem Project which aims to influence awareness surrounding women 's self-esteem and the confidence needed to reach their full potential. A great portion of Dove’s running commercials encourage body positivity in woman of all sizes. More specifically, many of their ads aim to discredit the stereotypes women

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.

Their new campaign was all about grabbing their audience’s attention with funny commercials and a great catch phrase. The targeted audience for this new campaign was teenage boys. I can recall back to high school when these commercials came out. Almost all of my guy friends were switching over to old spice and wearing this brand of deodorant. While it did gain the attention from teenage boys, it also gained attention from teenage girls. This was very unexpected since the campaign was targeted at teenage boys, but when those commercials came out they grabbed all teenager’s attention. My friends and I had never heard of old spice before this new campaign. My girlfriends and I actually tried Old Spice deodorant because of all the talk and buzz about this brand on social media. Old spice became a household name for all of us and

Appealing to an audience's deep personal emotions plays an important role in advertisement. Many exaggerated emotions can easily persuade the viewer to believe them and search for a way to escape or solve that present emotion. Insecurity is prominent in almost all the newest advertisements. Giving in to society’s expectations to beauty, commercials direct themselves to make the viewer feel bad about their image. Trying to instill anxiety or a lack of confidence can compel the viewer to buy their product, and using this strategy not only is geared towards women, who are given higher standards, but to men as well. Men’s insecurity almost always is directed towards their masculinity. In typical Old Spice commercials they prey on the average man’s,

Pantene and Lynx are both hair product producers that are extremely specific gender oriented with their marketing. Pantene is widely known to be directed towards women whereas Lynx is strictly men focused. Both Pantene’s “Labels Against Women” and Lynx’s advertisements equally use manipulation of the target audience’s emotions to entice them to purchase the product. This is proven in the commercials by the technique use based on their values, the music selection and the depiction of the central actor within the advertisement.

The brand's potential user was analyzed by breaking males down into six profiles which include the predator, natural talent, marriage material, always the friend, the insecure novice, the enthusiastic novice. That being taken care of, it was determined that The Insecure Novice would be their natural target since he needs the most help in getting women and could be persuaded into buying the product easily. The TV advertisements focused on stating that Axe makes men irresistible and get them women easily. The result of the campaign was that Axe became the number 1 male antiperspirant spray brand in the

Of course, the feminine care product brand is not without challenges. In an industry where there is clear competition, creating a sustainable marketing plan is essential. The Always brand brought about change in the mindset of many people, as well as profits for the company, all because of awareness and redefining what it meant to be a girl. “Marketing feminine hygiene products, particularly to girls who are hitting puberty at younger ages, can be a challenge” (Patel, 2014). The Always brand acknowledged this challenge and responded perfectly with their purpose-driven

Advertising is an important form of communication between products and customers. How to get viewers’ attention is first thing need to consider for advertising. Sexual appeal is become very useful tool in advertising, and it use is increasing. The sex appeal has a very long history, the first sex appeal advertising was introduced in 1911 by Woodbury’s Facial Soap (Campaign,2014). Once this advertising is released it has caused an enormous controversy, it is considered so risqué and inappropriate by several readers, even their cancelled their subscriptions to the magazine immediately (O’Barr,2011) . However, by today’s sexually liberated standards, this advertising already is positively chaste. During the next 93 years, sex is become a

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

This presentation attempts to describe two companies in similar industries that have tried, over the years, to be creative as far as the types of products that they will introduce. Both The Coca Cola Company and Burger King have tried and failed, in some cases, to bring new products to market. Each company brought out a new product that included a soft drink in the case of The Coca Cola Company, and a new style of French fries in the case of Burger King. The biggest problem with these introductions was the inability to correctly identify the target market for these products. This presentation will explain why each of these companies failed and will discuss the specifics of each organization’s ad campaign. Also discussed will