Recent orders
Hips feel good- Dove beauty campaign
Hips feel good- Dove beauty campaign
Name:
Institution:
Course:
Tutor:
Date:
Problem statement
Dove is one of the brands owned by the Unilever Company. In the year 2003, the company noted that the global sales of the Dove brand had declined at an alarming rate (Wesley, 2007, 123). Despite the brand being considered one of the best producers of mild products, its share in the beauty products market had condensed by a great margin. The company’s vision was to appeal to the psyche of the emotionally influenced buyer and hence increase their total sales volume and maintain a good brand image for the Dove Brand. They also wished to enhance women’s self-esteem around the world by redefining real beauty. They would be achieved by applying situational influence whereby they would hold participative campaign of redefining real beauty and hence arouse interest in the immediate market with the specific target being women.
Situation analysis: goals and objectives
The Dove management rolled out the Dove beauty campaign with three objectives in mind. They wanted to increase to a great extent the Dove’s market share in the beauty products market. This would be achieved by improving and rebuilding the image of the Dove brand. The second objective was to develop an outstanding market strategy which was unique in the market and hence would make the brand to be unique to in the market. Dunleavy said if the other companies copied their strategy they would just be one of them (Wesley, 2007, 5). The third objective of the dove beauty campaign was to maintain the functional strength of the brand. This would be achieved as the campaign was meant to create a lasting emotional touch with the clientele.
Background and forecast
The realization of a decline in sales of the Dove brand resulted in the Brand manager convening a meeting to deliberate on the steps that would be put in place to increase the sales by 80 percent. The company under the stewardship of the Ernest Ditcher Institute took a focused brand analysis of the Dove brand (Wesley, 2007, 345). The company consequently employed a global strategy that was adapted to suit individual cultures and the unique requirements in the market. The marketing team desired to create an emotional touch with the market which would come to the rescue of the declining sales.
S.W.O.T Analysis of the hips feel good – Dove campaign for real beauty
The Dove campaign for real beauty had its strengths, weaknesses, opportunities and threats. The evaluation of the campaign based on these grounds is essential in order to establish the viability of the program in future.
Strengths
The campaign has a myriad of fortes due to its tactful formulation and implementation. The campaign has been strengthened by its social acceptability. It has been embraced widely as it promotes gain of self-esteem among women and girls. The campaign has also offered free publicity. The plan acknowledges and credits customers knowledge as the rating of beauty is done freely by any member of the society. The program also awakens individual empowerment among women (Wesley, 2007, 5) It also directs women to challenge the status quo by diversifying the description of beauty. The plan has also enabled the females to boost their self-image and esteem as well. The campaign’s uniqueness has also played a great role in its success.
Weaknesses
The campaign has also faced challenges in its implementation. The Doves real beauty pictures could be big phonies. The Unilever Company has been termed as hypocritical for using sexually suggestive ladies in their advertisements which has raised issues of ethics (Jonathan, 2006, 1683). Their advertisements have been termed to be contradictory due to the double thought approach method they have used. For instance, they state that beauty does not lie on the curvy look and in another case they have put it “love your curves as long as they are tight and firm. This has resulted in a conflicting brand image which has hampered the intended effect.
Opportunities
The campaign has a great potential which can be exploited to maximize the benefits accruing to the company. The potential lies in other opportunities for instance embracing a similar method in promoting men’s products in the market. Creation of similar or close strategies to the Dove beauty campaign in marketing other Unilever brands would also be a great opportunity to the company at large.
Threats
Nonetheless, the campaign is faced by a number of threats. One is the possible duplication of their strategy by other firms as their strategy. This will reduce the affectivity of the campaign. Dunleavy said that” if competition copies our strategy we will just become one of them (Wesley, 2007, 2). The path and approach taken by the campaign also brings the risk of narrowing the usage of the Dove brand’s products to only the curvy and plump women. Continued use of the strategy is also bound to bring boredom tothe targeted group hence making it less effective. The Dove onslaught video also raised a variety of parodies.
Segmentation analysis
Market segmentation is a strategy used in marketing whereby the broad target market is dividing into subsets (Barney, 2003, 354). Each subset consists of consumers with similar needs. Thereafter, a suitable marketing strategy and technique is formulated and implemented with the needs of that particular subset in mind. For instance, market segmentation is used to identify the most appropriate media for advertising to a particular target group. Due to the similarity and homogeneity of needs and attitudes in a particular segment, there exists a great likelihood of a similar response to a similar marketing strategy. Small segments that exist in the market are referred to as market niches.
The Dove brand management came to a realization that their business was basically to sell products to their clientele without attempting to create a special touch in the market. Treating all the clientele alike without considering their specific needs was turning to be lethal. The Dove brand manager, Dunleavy, formed a committee to oversee the promotion of this brand. A research that was conducted indicated that consumer’spreferred the Dove products due to their mild nature, theirmoisturizing sensation, their sweet fruity smell and more so the natural ingredients used to make them (Wesley, 2007, 4). However, the image of the brand was not suitable and hence the sales had declined by a great deal.
The Dove brand management under the stewardship of Dunleavy took an initiative to split their products’ market into several segments. One of the portions consisted of lady consumers of the Doves products. The company speculated a great sales potential in the middle class women. They hence designed a tactful strategy to lure more women into using their beauty products to facilitate them achieve real beauty and hence raise their self-image and esteem (Kelvin and Philip, 2005, 456). This was done using a number of advertisements on billboards and over the internet that facilitated the involvement of the general public by giving their opinions on various aspects of beauty.
Market segmentation table for the Dove Brand
Segment 1 2 3
Who young girls Middle class women Old women
What Beauty products with fragrances Beauty soaps Beauty soaps
When Frequent Very frequent Not frequent
Where Retail outlets Retailoutlets and wholesale Retailoutlets
Why To enhance their beauty To improve on their self esteem For laundry and toilet purposes
How Reasonable prices Results are the main thing, prices do not matter Reasonable prices
Size of segment 30% 50% 20%
Competition analysis
The Dove beauty campaign for real beauty was rolled out after a bitter realization of the decline in sales of the brands products. This decline in sales was as a result of the competition yielded by other brands from rival companies for example, the Lux beauty products. This decline was also as a result of the diminishing image of the dove brand. Existence of numerous steady brands in the market had resulted in a decline in the aggregate sales of the dove company.
Financial analysis
The implementation of the Hips feel good- dove beauty campaign required an intensive amount of capital. This was an important undertaking that the Unilever Company was taking to improve the Dove brand image and hence increase sales volumes. This campaign was to involve models, websites and other media to make it a success. For each of the media employed an intensive amount of money was to be used due to the global nature of the campaign. The funds set aside for this campaign were to be split down and disbursed to different world regions depending on the desired intensity and the prospective sales ratio. The company was to use an aggregate of 27 million dollars in Europe only. The total amount spent on the campaign was 45 million US dollars.
Money spent on billboards 10,000,000 $
Money spent on consultation 14,000,000$
Money spent on websites, print media and tele-advertising 16,000,000$
Money spent on other supportive measures 5,000,000 $
Total money spent on the Hips feel good- Dove beauty campaign 45,000,000$
Key success factors and uncertainties
The campaigns key success factor was the uniqueness of the campaign. The campaign was one of its kinds to be used as a marketing strategy. However, the campaign also had an uncertainty of success once implemented. The company also speculated a possible imitation by other firms which would result in dilution of its impact.
Analysis of alternative solutions
Other marketing strategies could have been used in promoting the Dove brand.These strategies however, came second to the Hips feel good- Dove campaign for real beauty.
First alternative
The first option would be Guerilla marketing which involves use of not very formal strategies for example issuance of free samples, caps and tees.
Pros
The method is cheaper compared to other methods. The method does not require intensive amounts of capital as the ones that the Dove beauty campaign would require.
Cons
However, the company cannot effectively build a brand image as the strategy is so common. Most of the beauty products companies especially the not so well established are using this method. Therefore, using it would not have a big effect on promoting their products.
Second alternative
The second one is cause marketing. In this method, a company is involved in charitable activities in the society and hence wins the public trust in their products.
Pros
This method is effective as philanthropists will recommend the purchase of their products in order to ensure continued support of the sponsorship programs (Barney, 2003 576). The method also improves the image of the company as a whole in the market
Cons
On the other hand, the method is not effective for large firms like the Unilever as the effect of their charitable activities may not be felt across their expansive market. This kind of marketing is suitable for markets which are concentrated in one place.
Third alternative
The third alternative marketing strategy is sports marketing. The firm, unilever through its Dove brand can sponsor sporting activities and sports people. This would include funding numerous tournaments and giving awards to the winners.
Pros
This is advantageous as the fan base appreciates the support of the company by purchasing their products. Sports enthusiasts are likely to establish a close relationship with the companies that involve themselves in such.
Cons
The method however, may be ineffective as not all people in the target market are fans of sports.Therefore, the reach of this marketing strategy will only be limited to sports lovers. It will therefore require backup strategies for it to be effective.
Recommendation
It is highly recommendable that the Dove brand should use the third alternative. Sports marketing would be highly useful to the Dove brand’s management in the attempt to raise its image and increase the aggregate sale (Wesley, 2007, 454). Sports marketing mainly focus in promotion of products through supporting sporting individuals as well as teams. Through this approach, the dove brand can promote some of their physical products as well as the brand name. Sports marketing can be divided into three segments. The company can indulge itself in advertising of sports and sports associations. The company can also support financially teams and individual athletes. The company can also promote sporting activities to the public in order to increase participation. All this measure would uphold the brand image in the market and hence result in an increase in the sales.
Action plan
The campaign was to be kick started with a global survey, by a group of experts on different perceptions of beauty and its impact on ones self-esteem. Consequently, a global report on the same wastoo published. Thereafter, the real campaign of redefining what real beauty of a woman is and bringing to attention of women the different diversities of beauty was carried out using various media was to be rolled out (Wesley, 2007, 5). Hence, dove had to integrate this idea in its own brand image and hence spark discussions by attention seeking campaigns. However, functional advantages of high quality products were to be maintained.
Contingency plan
The company had lain both short and long time backup plans if the Hips feel good campaign backfired. This would include the use of other public relations methods as a short plan remedy if the Dove campaign proved futile to some extent. This would involve spreading of information between the organization and the people around the world and specifically where their target market is especially in Europe and America. On a long term basis, use of integrated marketing communication strategy would work perfectly for the Dove brand (Barney, 2003, 456). This would entail integration of numerous marketing methods from tele-advertising, organization culture to print advertising.
Reference:
Barney, J. (2003).On becoming a strategic partner. New York: Springer LTD
Jonathan, K. (2006). Unilever PLC: Campaigning for real beauty campaign. Encyclopedia of Major Marketing. Vol. 2: pp 1679-1683.
Kelvin, K, Philip, K. (2005). Marketing management. (14th ED). New Jersey
Prentice Hall Pearson.
Wesley, D. (2007). Hips feel good- Dove’s campaign. Ontario: University of western Ontario.
The History and Essence of Liberal Democracies
Student ID
Section number
Day/ time/
The History and Essence of Liberal Democracies
France, the United States, and the United Kingdom share various highlights for all intents and purpose, yet the main one is they’re the most seasoned liberal vote based systems on the planet. Every one of these nations grasped liberal and offered individuals the capacity to become worldwide superpowers; notwithstanding, these three nations all transitioned to become liberal popular governments in limitlessly differentiating manners. The various routes in how these nations created prompted different cultural, political, and social contrasts that characterize what these nations are today. (“Setting up and operating a federal super PAC,” 2017) One of the unmistakable contrasts between these popular governments is how the political election is run and how the election account is directed, which endlessly influences every nation’s political system.
First, the absence of good election account rules considers more degenerate decisions than the previously mentioned nations; however, why has the United States, in contrast to France or Britain, really accomplished more to aggravate the issue than better? The United States has unique opportunities on the planet by a long shot (Lecture 02/19). This stems enormously from the constitution, most explicitly the primary revision, which is the thing that judges utilized in their decision in the 2010 Citizens United v. Government Election Co high legal dispute in which the court decided that enterprises and other vested parties are “individuals” so they can go through as much cash as they pick on decisions. (“5 ensuring the integrity of elections | Securing the vote: Protecting American democracy | The National Academies Press,” n.d.)
Please consider super PACs production that can get unlimited cash from vested parties and people to spend to help choose a competitor as long as they don’t legitimately organize with the said applicant (Registering as a Super PAC). Another motivation behind why the election account issue perseveres is a frail gathering framework in the United States implies that Vested parties and people must offer cash to numerous possibility to assist them with winning the political decision as well as the gathering designation too prompting considerably more spending expected to help one’s inclinations (Lecture 02/19). In general, the uncontrolled election spending and long election result from the essential framework and the opportunities the United States was established on bringing about those equivalent opportunities being applied to state that cash is free discourse(“Setting up and operating a federal super PAC,” 2017)
The United States has free election money laws and long elections because of our particular estimations of individual opportunity and primaries. For official decisions, special elections in the United States are multiple times longer than their French and British partners individually (Friedman). This is an immediate consequence of the United States having primaries figure out which up-and-comers will be on the voting form in the overall decisions. The United States is the main nation on the planet that has primaries, and evermore extraordinary to the United States is the open essential, which permits individuals to pick which essential they vote in paying little heed to their gathering alliance (Lecture 2/19). This prompts official competitors running just about two elections, as it were, one.
The crusade against individuals from their gathering and another against the candidate from the contradicting party. Another motivation behind why the election is so long is the appointive school framework. Official applicants need to prevail upon electors in various swing states to dominate the race, which prompts them to commit an extraordinary segment of time to this, prompting a long electoral process. These elections against individuals from their gathering and another against the chosen one from the contradicting party. Another motivation behind why elections are so long is the constituent school framework. Official applicants need to prevail upon citizens in various swing states to dominate the race, which prompts them to devote a significant part of the time to this, prompting long campaigns. These crusades are run with practically no major money related limitations, a significant difference from France and Britain. Companies, associations, and rich people can utilize many strategies to contribute as much cash as they need applicants who uphold their interests (Boatright).
This is the consequence of many high court decisions that fixed what little election money change had been established up to that point (Lau). Britain has a significantly more organized election period and exacting effort account laws (179, 2019).In Britain, each gathering picks a possibility to run for the House of Commons in each area, an absolute difference to the United States (Lecture 02/05). ] Comparable to battle money, this additionally removes a ton of the expenses of advancing a competitor as the gathering needs to advance their qualities and thoughts versus every applicant supporting for their thoughts. The real explanation anyway that political race in the United Kingdom, around six to seven weeks, is more limited than in the United States because the notification for decisions is a lot more limited (Feikert). This is because of the way that races can be called whenever by the Prime Minister’s significance. There is generally no guidance concerning when races will be, implying that elections run from when parliament is broken up till political race day (Feikert). In the United Kingdom, the main government office that the residents vote in favor of is the individual from the House of Commons in parliament (Lecture 02/05). This likewise prompts fewer elections pending. There is just a single government political race in each locale versus the United States, which conceivably has three administrative races co-occurring with various democratic populaces for everyone (Senate, House of Representatives, and President. Presently regarding effort account, the United Kingdom has a significantly more prohibitive and inflexible framework in characterizing how much cash can be spent on political races.
The United Kingdom’s laws don’t target how much cash can be given to subsidize crusades yet rather how much gatherings, competitors, also, “outsiders” are ready to spend on crusades (“Campaign finance: United Kingdom,” ). Gatherings are permitted to go through a fixed measure of cash times the quantity of seats a gathering is challenging. In the 2015 general parliamentary political decision, this brought about the Labor party spending about 17million US dollars and the Conservative party spending around 22 million US dollars. These figures predominate the 6.5 Billion US dollars that the Republicans and Democrats spent joined in the 2016 US races. These stunning low spending figures trenches are credited to how political ads are restricted in the United Kingdom outside of the law. Actually, on political race day, news networks are not permitted to show any material that may influence an elector’s assessment from when the surveys open until the surveys close. Indeed, for what reason does the United Kingdom have such rigid run crusades and exacting effort account laws in contrast with the United States?
United Kingdom passed the crusade account enactment route before it would get applicable in TV and media political ads. In 1883, the British Parliament passed the Corrupt and Illegal Practices Act, which set up spending limits on crusades and what the cash could be (Corrupt and Illegal Practices Act, 1883). This is significant considering since the United Kingdom has no constitution, this Act promptly turns out to be separated from the custom-based law, the United Kingdom’s proper “constitution” (Lecture 02/05). The more special-purpose behind the United Kingdom’s more rigid structure originates from the parliamentary framework itself. The United Kingdom had a bloodless upset that moved total control of the legislature from a chosen ruler to a chosen body by the individuals (Lecture 02/05). Individuals had consistently been utilized to a quick government; however, they needed force by the individuals who lead the United Kingdom towards a parliamentary framework (Lecture 02/05).
Not to forget, France has an unbending framework controlling efforts like the United Kingdom, yet this is because the French resident doubted government, inverse the United Kingdom. France has a blended parliamentary and official framework. Yet, inverse to both the United Kingdom and the United States, applicants must win a dominant part of the vote to win the election, almost continually prompting a second round of races where the two driving vote-getters are opposed to one another for most of the votes. France has a painful election period. Candidates for both the parliamentary and the official races may not start their election until about fourteen days before the first round of casting a ballot. Like the United Kingdom, they are denied from broadcasting any political notices, most explicitly in the multi-month time frame before decisions are to occur.
Presently as far as election account, France follows the British framework that there are no restrictions on gifts to election or applicants; however, rather exacting cutoff points on how much up-and-comers and gatherings can spend supporting said crusades. The cutoff points are like the United Kingdom and again much lower than the United States spending. The official competitors are designated to spend up to around 22 million euros on the off chance that they make it to the second round of casting a ballot. (“What is Ofcom’s role during a general election?,” 2019) For parliamentary decisions, Parties, like in the United Kingdom, are likewise distributed to go through a fixed number of cash contingents upon the number of parliamentary seats they are challenging. France has had five different constitutions since 1789, as on various events for fluctuating reasons, the French public has expected to modify the premise of their nation (Lecture 02/12). This consistent doubt of government has led to a few changes since 1988 to lead France to the current prohibitive political decision an election framework they have today (Lecture 02/12). The framework set up serves to ensure a competitor can’t apply their capacity or their allies’ forces to conceivably assume control over the legislature without the individuals’ order. This widespread doubt in government prompting this framework is likewise more clearly found in their blended Federal and Parliamentary framework, which serves to check the forces of the two parts of government the same to the United States framework and dissimilar to the United Kingdom framework (Lecture 02/12). Generally speaking, France has a prohibitive framework because of the people groups doubt of government and dread of somebody or a gathering of individuals picking up power through corruptible means. The United States, United Kingdom, and France are verifiably the most remarkable liberal vote based systems on the planet. Every nation’s exciting way of turning into a liberal popular government has driven every nation to take up different political frameworks, each with various varieties mirroring the way taken to vote based system. This is most strikingly found in the guideline and length of election and its money separate.
Reference:
5 ensuring the integrity of elections | Securing the vote: Protecting American democracy | The National Academies Press. (n.d.). The National Academies Press. https://www.nap.edu/read/25120/chapter/7179. (2019, December 12). Citizens United explained. Brennan Center for Justice. https://www.brennancenter.org/our-work/research-reports/citizens-united-explained?gclid=Cj0KSetting up and operating a federal super PAC. (2017, November 17). Political Law Briefing. https://www.politicallawbriefing.com/setting-up-and-operating-a-federal-super-pac/Campaign finance: United Kingdom. (n.d.). Library of Congress.
https://www.loc.gov/law/help/campaign-finance/uk.phpFriedman, Uri. “American Elections: How Long Is Too Long?” The Atlantic, Atlantic Media
The company, 6 Oct. 2016,
www.theatlantic.com/international/archive/2016/10/us-election-longest-world/501680/.
“What Is Ofcom’s Role during a General Election?” Ofcom, 20 Nov. 2019,
www.ofcom.org.uk/about-ofcom/latest/features-and-news/ofcom-role-election.
Night by Elie Wiesel
Name:
Institution:
Course:
Tutor:
Date:
Night by Elie Wiesel
In most cases, desperate conditions compel people to assume extreme measures in order to survive. It can not be disputed that human life is of paramount importance and individuals take great measures to safeguard it. This was experienced during the holocaust when individuals were forced to take intense measures in order to survive. In his Night, Elie Wiesel details that experience of the holocaust with utmost clarity. In his account, he believes that sacrifice is of paramount importance in saving the lives of others. Although cruelty and inhuman behavior in some instances makes individuals to struggle to survive, making sacrifices and constantly assuring others is important in enabling the entire humanity to survive during perilous situations. Seemingly, there are various sacrifices that the author makes in order to survive the holocaust or the ‘night’.
The first sacrifice that Elie makes pertains to his effort to help his father in the poor conditions. He was quite loyal and did what was within his means to help his father whom they shared so much. This was unlike his friends who openly denied their parents this help and let them die prematurely. The aim for this was to free his guilt and have a clear conscious. He keeps his promise to help his father regardless of the poor conditions that they were living in. he does not align his behaviors to those of his friends but instead takes critical measures to effectively cater for the needs of his father. The sacrifice he makes in this regard helps him to survive without being haunted by feelings of disregarding his father.
The increasing poor conditions in the camps make the author to sacrifice his father in order for him to survive. In this regard, he watched his father being beaten brutally but is unable to help him because of his fear of the far reaching implications that this would have on his entire wellbeing. Naturally, he had the urge to help his father but restrains from this. After the death of his father, he feels guilty about the episode and believes that he had the ability to save him. Undoubtedly, the loss of his father was painful due to the fact that the two shared a close relationship. The sacrifice e made of letting his father die was aimed at safeguarding his wellbeing. At some point during his father’s suffering, he felt that if the burden would be taken from him, he would feel better (Wiesel 62).
Seemingly, the author does not mention anything regarding his adolescence and how he lived this life. Usually, this is characterized by an evaluation of oneself and assumption f an ideal identity. Instead of praying in the synagogue and studying like others, the author dedicated his adolescence to fighting and witnessing the holocaust. In this regard, he sacrificed himself for both humanity and him to survive.
In sum, the sacrifices that Elie makes in order to survive are wide and varied. To begin with, he forewent his wellbeing for the sake of his father. This enabled him to live a freer life and survive the negative implications associated with guilt. Then, he let his father die for him to survive. The sacrifice in this regard pertained to the loss of his father that free him of the burden associated with taking care of his father. Finally, he foregoes the benefits of adolescence pertaining to religion and education for the sake of his survival as well as the survival of humanity.
Work Cited
Wiesel Elie. Night. USA: Bantam Books, 1982. Print.