Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Unilever's, Digital Media Strategy

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Case Title:

Unilever's Digital Media Strategy

Publication Year : 2008

Authors: Abdul Samad & Muthu Kumar

Industry: Home Appliances and Personal Care Products


Case Code: MKS0113

Teaching Note: Available

Structured Assignment: Available

Buy This Case Study

Unilever, one of the world's top FMCG companies, has been going digital in its product promotions. With the launch of its AXE line of deodorant body-sprays, in 2002, it realised that TV ads were not making the right impact on the target consumer group. Most target consumers spend more time on the Internet. So they started promoting their product online and it became a huge success. After tasting success with going online, they slowly started moving towards the use of digital medium for their product promotions.

Pedagogical Objectives:

    The case study could be used to help the students understand:
  • Importance of product promotions and the significance of media in it
  • Type of media used and the shift from traditional to digital media
  • Influence of consumer preferences on the selection of media and vice versa.

Keywords : Unilever, Marketing Strategies, Direct Marketing, Viral Marketing, Online Promotions, Digital Media Strategies, Event Marketing, Industry Life Cycle, Incumbent Strategies, Marketing Strategies Case Study, Advertising, First Mover Advantage, Fast Moving Consumer Goods (FMCG)


  • Trends of Advertising Media and Changing Consumer Preferences
  • Unilever Going Digital

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