Two Major Competing Brands under the Same Parent Corporation Essay

Two Major Competing Brands under the Same Parent Corporation - Essay Example This essay declares that 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 discussion explores that 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. Although the success could be attributed to several competitive advantages, as per the reports, globalization greatly contributed to the faster growth of Dove and Axe in the international market. Globalization refers to a process by which national economies and cultures are integrated into an international economy so as to enhance international trade, direct foreign investment, migration, and technology sharing. Both Dove and Axe get the opportunity to attain benefits from foreign markets since the offshore countries provide better business conditions such as cheap raw materials and labor, liberal government laws, and large number of potential customers. The company highly encourages fair competition so that brands like Dove and Axe vehemently dominat e the market in which they operate. The designed purpose and principles of the company state that it always works with integrity, which is also applicable to Dove and Axe (Personal care brands). Both the Dove and Axe brands practice the concept of market segmentation. It is obvious that both these brands target people between the age 18 and 24; and hence they focus their business to areas where youngster highly indulge. Since the two brands deal with almost similar products, they are forced to compete with each other in the same market segments. Kapferer (2008, p.403) opine, under such market conditions, both brands must avoid all references to the parent company when they operate under the same corporation because this practice would help to maximize the perceived difference between the two. As per the Unilever code of conduct, both Dove and Axe managements continuously try to

Personal Statement Example | Topics and Well Written Essays - 750 words - 19

Personal Statement Example in Taxation. Another factor that builds on my capacity for an opportunity to pursue this program is the experience I have gathered working as a consultant for Tailite Chemical & Plastic Limited Company. I have gained knowledge pertaining to legal issues of investing in the Midwest states and in the United States and have encountered issues of taxation. This would help me identify with some of the content that I will be taught in my LL.M. in Taxation classes. This would be an added advantage for me because I will be familiar with elements of taxation (Mooih et al 2003, 513). Research assignments that I will be required to tackle while pursuing the program will benefit from the experience I got while on an internship in Direct2supplier Corporation. While on this internship, I learned how to conduct research and interact, meaningfully, with research results. My service with Akzo Nobel (Asia) Co., Ltd also equipped me with a chance to conduct research inclined to legal issues. Roles and duties that I have assumed in different companies that I have worked for in the past have also taught me the prudence that I will use when going about my studies (Mooih et al 2003, 514). This program is the right one for me because it will enhance my practice as a consultant for Chinese companies that want to start businesses in the United States. Currently, I am working with a company that provides companies with the information they need to launch into overseas markets and the trend is that the companies interested in expanding their businesses abroad are increasing by the day. This has motivated me into studying LL.M. Taxation program from the United States. This way, a faculty that has experience in the country’s taxation practices (Mooih et al 2003, 515) will teach me. While working, I have interacted with people from diverse cultural backgrounds and I will ease adapting to the diverse cultural