Dove Marketing Analysis Essay Example for Free

Dove Marketing Analysis Essay Imagine you have oversight of the Dove Campaign for Real Beauty. Are you comfortable with what is going on? Is this a brand that is out of control with its promotional messages? Dove released its first advertising on 1957, in which Dove called its product as cleaning cream instead of soap. After that, Dove launched some advertising to emphasized on its functional feature. In 2000, Dove became a Masterbrand of Unilever. In other words, it had to establish a meaning for Dove that could apply to and extend over the entire stable of products. In order to stand for a point of view, The Campaign for Real Beauty began to process. Then campaign focus on the self-esteem and confidence instead of appearances, it still could be include into female field. Just from external to inner, So Dove is not out of control with its promotional message. In my opinion, I am comfortable with Dove’s campaign due to the following reasons. First, Dove more concerned about women’s feeling and inner spirit. When the advertising plays too many shots on the beauty of girls, sometimes, the values and aesthetic of the society will be influence. Women and teenager girls would pay more money and time to fit their body. Therefore, Dove’s advertising will not add this misleading. Second, Dove choose YouTube and Blog as the major platform, it is a wise and trendy choice. Internet plays more and more important role in the modern life, especially the raise of the social networking. In the future, Dove has more opportunities to attract public and ahead of other companies. Third, Dove always guarantees the quality of ads. Their advertising is not a simple product promotion, but some interesting story and conversation. The products of Dove even do not need to be photographed. The consumers will remember such high-quality ad and are willing to share with others. Moreover, Dove’s Real Beauty campaign built a buzz and was widely exposed. People actively discussed the campaign through Internet and TV shows, even famous celebrities like Oprah Winfrey and Jay Leno talked about it in their TV shows. Though there were many parodies in the Internet, they were funny and generated more attentions on the brand. Last but not least, the campaign was contributed to the brand’s business growth and values. In 2006, Landor Associates identified Dove was one of the 10 brands with the greatest ercentage gain in brand health and business values. 2. Is Dove’s attempt to engender social engagement through its promotional campaigns too risky an endeavor given its lack of control over consumer parody and accusations of trying to sell under the pretense of contributing to the social good? In the business, every decision faced the profit and risk. Generally, th e greater the risks result in the greater rewards. The risks are as follow: Through the investigation, Dove found out that many women had discontent with the young, white blonde and thin models, because they could not attain that standard. Dove started the advertisement Campaign for Real Beauty, underlining their products will feel better, while other company always publicize look beautiful in the commercial. The risk is that whether or not the consumers understand and accept that change. On next stage, Dove was a very controversial event. Billboards were erected to vote on whether a woman on the billboard was outsized or outstanding. A counter showed the result. As a beauty brand, this campaign will attract public attention; simultaneously will challenge the brand cognitive. Whats more, Dove broke the traditional rule in the company and go forward without paid media at all. YouTube become the most important platform instead of television. When Dove made this decision, the risk is that maybe they will lose some traditional and classical consumers. Facing the negative responses, Dove did not ignore them, but positive embrace them. The company list both view in other medias and allow public to discuss these. They also sent interactive packages to media outlets to help spur the debate. Finally, Unilever established the global Dove Self-Esteem Fund to raise the self-esteem of girls and young women. Such activities give a support to the Real Beauty. Doves public relations channel strategy was to generate broad awareness for The Campaign for Real Beauty and establish an emotional connection with women. Therefore, a political figure or a major news organization or even a film is not as influence as an open dialogue. 3. After reviewing the blogs, what do the various discussions contribute to the meaning of the brand? There are mainly two opinions exists among the blogs. The supporters considered Dove’s Real Beauty campaign was an emotional touch from Dove to consumer. They thought the campaign has shed light on some important truths about the media’s unrealistic portrayals of women, and it’s important and necessary to send a health beauty message to the society. However, the criticisms thought that Dove is hypocritical and the campaign is just aimed to sell more products and gain more profits. The reason they thought Dove is hypocritical is because Dove comes from Unilever, which promotion young, thin and sexy woman in the Axe’s advertisements. They also criticized Dove’s advertisements had many untruthful details and inconsistent. What’s more, they thought the campaign has no major aspirational values attached to the product and was undermining the aspiration of consumers. Regardless of these different opinions towards the Real Beauty campaign, Dove’s brand name has successfully gone viral and drew a lot of attentions worldwide. People were spreading quickly the message of â€Å"Real Beauty† and they still continuously discuss it nowadays. This kind of exposure has extraordinary impact of Dove’s brand awareness and popularity. Therefore, it contributed to the brand’s long-term value and equity. Though there were many parodies exits in the Internet, for ordinary consumers, they might just remember how funny and interesting the parodies were, as well as the appealing â€Å"real beauty† messages that Dove tried to spread. It was a risk strategy for Dove, but as long as Dove manages its public relations and other advertisements carefully, consumers would still like Dove’s affordable good-quality products. The increasing sales growth of Dove could be a strong argument for it. Moreover, I think Dove was trying to be an inspirational brand to inspire positive self image among women. It successfully differentiated itself to other competitors. The Dove Self-Esteem Fund program was a plus to win over customers’ hearts. 4. Describe Dove’s brand management organization and the reason for it. Do you see any problems or issues that will result with this split-responsibility setup? In 2000, Dove was selected to be a Masterbrand and lent its name to Unilever entries in personal care categories. There are two split-responsibility groups in Dove’s brand management organization: Brand Development and Brand Building. Brand Development group charged with development of the brand, took responsibility for developing the idea behind the brand, developed the brand plan. It was accountable for medium-to long-term market share, for brand health, for measures of innovativeness, and for creating value in the category. It was centralized and global in scope. The other group Brand Building charged with building the brand in specific markets and was decentralized according to the major geographic regions in which Unilever operated. It was accountable for growth, profit, cash flow, and short-term market share. It managed public relations and informal communication. The pros of this split-responsibly setup brand management system are that the advertising messages could be more tailored to different markets. However, the problem might result with this split-responsibly system is the inconsistent management of the brand image. It’s a challenge for the two groups to balance between short-term values and long-term values for the brand. For example, the Brand Building group might develop an aggressive public relations strategy to generate attention in order to gain short-term market share, which might not be a smart move to build the brand’s long-term value and gain long-term market share.

Standing In The Light :: essays research papers

1. The theme of this book was in search of ones self. I chose this theme because Catharine was in search of her self throughout the whole story. Her and her brother were taken captive by the Lenape Indian tribe and she had to search to find her self throughout her time in captivity. In the beginning when she was captured, it was awkward and confusing. This was because she was a Quaker and she didn’t know if she was now an Indian or still a Quaker, because the Lenape weren’t going to return her to her family. She had to search her own self, and eventually she became used to the way of Indian life. She never forgot her family, but she had come to love her new family. She had also become accustomed to her new way of life. After about a year of living with the Lenape, white men came and took Catharine and her brother away. This really made her confused because she had just found herself with the Lenape and now she has to find herself with her own family again. She never quite found herself with her people, but she would always know where she truly belonged. 2 The main character of this book was Catharine. She was strong-willed and adjusting. She was strong-willed when she had the strength to adjust to her new ways of life. She was pulled from her old life, to her new life, back to her old life. It was very difficult for her because both the Quakers and the Lenape were two very different cultures. She found herself having mixed feelings and a lot of confusion, but she had the will to deal with it. Catharine was also adjusting. She was adjusting when she had to adjust to life with the Lenape. She had to learn new ways of life; she had to learn how to survive off the land. She also made her own clothes and gathered food. She also had to adjust to new customs. The Lenape religion and the Quaker religion are very distinct from eachother. Catharine adjusted to the Lenape religion very well. 3. The Author wrote this book for a couple of reasons. First, she wrote it for entertainment. A lot of people like to read books about the past. Also, I have never read a book about Indians capturing a girl and her brother.

Causes of the English Civil War Essay

Charles I came to the throne in 1625 after the death of his father, James I. His reign maintained some similarities with his father’s reign. For instance, both Charles and James had very little money and both of them believed firmly in the Divine Origin of Kingship1. During his reign, many events took place which led to the English Civil War in 1642 and which ended up with the public execution of Charles I. This essay will discuss and deal with the different factors that gave rise to the English Civil War. As was said above, one of the main problems of Charles’ reign was the lack of money and, undoubtedly, this was a good reason for a civil war. Everything started when the Parliament asked Charles to go to war with the Catholics in Spain. Charles did not have the needed money to face this war and so he asked for taxes, the taxes were not enough and the war was impossible. This outraged the MPs but they knew that Charles would then call them back for help. Parliament did not like Charles because they thought he spent money only on his favourites so the King himself would have to find a way to make money. Charles tried several things such as enforcing taxes known as â€Å"ship money†2, selling monopolies and titles; he also created a â€Å"Court of Star Chamber† which was composed by 1 The divine origin of kingship: According to this doctrine, since only God can judge an unjust king, the king can do no wrong. (Definition provided by http://www.princeton.edu/~achaney/tmve/wiki100k/docs/Divine_Right_of_Kings.html) 2 Nonparliamentary tax first levied in medieval times by the English crown on coastal cities and counties for naval defense in time of war. (Definition provided by http://www.britannica.com/EBchecked/topic/540944/ship-money) officials of the crown and which main purpose was to fine people heavily so as to raise money. As there was not a jury, this â€Å"court† would obviously fulfill his expectations. Parliament was really angry for the illegal situation, so Charles decided to dissolve it. The reign continued for eleven years without a Parliament. He called a Parliament again just because he needed money. The Covenanters expressed their desire to invade England and Charles did not have the sufficient money to fight them. The Parliament refused to give him money from the taxes and Charles dissolved it again. Eventually, as he was forced to pay a determined sum of money to the Scots, he called a Parliament again. He was destroyed economically. Undoubtedly, Charles’ poor economic manage and his bad decisions were closely related to the outbreak of the civil war. Another crucial cause was religion. These quarrels began when Charles married to Henrietta Maria who was a French Catholic. Having a Catholic as a Queen was not accepted at all by English people, especially by the Puritans. Things went worse when the King made William Laud the Archbishop of Canterbury in 1633. The Archbishop modified many things in the Church. For instance, beatifying the Church and bringing back robes for priests, statues and stained-glass windows. Laud also attempted to impose the English Prayer Book3 in Scotland. As Scotland was a Puritan (Presbytarian) country, they rioted against this â€Å"Too Catholic† Prayer Book and a group of Scots, the Covenanter’s, decided to invade England as it was mentioned in the previous paragraph. After putting Laud on trial, the Parliament found him guilty. 3 A book which stated how services should be run (Definition provided by http://www.bbc.co.uk/dna/place-london/A622937) Another major cause which led to the civil war was Charles’ personality. It may seem not a fundamental cause comparing it with the above mentioned ones. Nonetheless, his way of thinking, his bad decisions, his conflicts with the MPs, his wife’s influence and his contradictory and inconsistent reign also contributed to the outbreak of the civil war. During Charles’ reign, a distinction between a Short Parliament and a Long Parliament can be made. The Short Parliament was called in 1640 by the King because the Scots rebelled and due to his bad financial situation, he needed to levy a tax to deal with them (only with the Parliament’s consent could he do it). This parliament was summoned after eleven years of dissolution. Even though such dissolution was not constitutional, it was one of the King’s prerogatives. The MPs met the gentry and expressed their feeling of indignation to them. Harbottle Grimston and John Pym led a catalogue of complaints. On May 5th in the same year, Charles dissolved the Parliament again blaming â€Å"the malicious cunning of some few seditious affected men†. Finally, Charles came to an agreement with the Scots of paying them  £850 a day. On the other hand, the Long Parliament was summoned from November 3rd 1640 for thirteen years. Charles needed funds for the daily payment and for a final settlement with the Scots. In this Parliament, 493MPs were elected; most of them were from the County Faction4. Parliament sent both Strafford and Laud to the Tower accusing them of bad influence on the King. Charles tried to calm things down signing Strafford’s death warrant, passing a bill that allowed for Parliament not to be dissolved without its own consent, a bill making ‘ship money’ illegal and other bills that taken together demolished the framework of prerogative government. 4 MPs who tried to represent the views of the landowners. (Definition provided by http://www.bbc.co.uk/dna/place-london/A622937) The Irish rebelled in 1641 because of their King’s death. Definitely, the execution of Strafford had not been a good choice. John Pym issued the Militia Bill and the Grand Remonstrance5 . Subsequently, Charles decided to arrest him and his ringleaders, he tried to arrest five MPs but as they had been previously warned, Charles could not find them. As this was considered a breach of Parliamentary privileges by MPs, it just made things worse between them. And it was on 22nd August when the civil war started. To conclude, it cannot be stated that the most important cause of the English Civil War was unfair taxation because, as was described, there were many factors which created a tense relationship between Parliament and the King. Unfair taxation was a really important cause. However, it was not the only possible factor. Religious, financial and management issues played an important role as well. People who surrounded the King also took an essential part in this big conflict. It also has to be recognized that when Charles came to the throne, things were not in good conditions. Neither his father nor Charles could manage their reigns properly. A civil war could not have been avoided unless Charles would have changed his mind and way of thinking but as he was born with a belief in the Divine Origin of Kingship and did not have much knowledge about kingships, it would have been very difficult to achieve. 5 It listed all the things Charles had done wrong in his reign, suggested less power for bishops, and said that Parliament should have power over the Church and the appointment of Royal ministers. (Definition provided by http://www.bbc.co.uk/dna/place-london/A622937)   

Interpersonal - 1363 Words

Hunter Davis-Interpersonal Communication Fight Club Fight Club, a 1999 American film, is a brilliantly constructed film of escaping reality and dealing with pain in the famous art form of fighting. Director David Flincher adapted the film from the 1996 novel. Main actors, Brad Pitt as Tyler Durden and Edward Norton as the narrator, act excellently as they deal with their reality by celebrating violence in underground fight clubs. The narrator becomes involved in a relationship triangle between Durden and a self-indulgent woman, Helena Bonham-Carter as Marla Singer. This Rated R action/drama film takes you on a psychological twist as you learn about how a soap maker and a white collar employee seek out freedom and restoration of†¦show more content†¦Their jobs have made them feel stagnant and irrelevant until they can come home to bashing other men’s heads in to regain confidence. The violence of the fight clubs serves not to promote or glorify physical combat, but for participants to experience feeling in a society w here they are otherwise numb. Along with manliness another theme that became detectable is rebuilding identity. All of the men in Fight Club feel a sense of disconnect with themselves therefore they need something to revive a connection. While it may seem similar to emasculation, identity deals with connecting with your inner self and emasculation determines your role in society. Leaving the main character, Edward Norton, unnamed leaves the opportunity open that he could be anyone. His job and everything he owns has taken away his sense of self and he feels irrelevant in life. Social problems could also disconnect you, Bob as an example. Bob is facing multiple social problems; dealing with testicular cancer, growing â€Å"man boobs†, and his kids hating him. A scene shows Bob walking out of Fight Club one night with his arm around the narrator thanking him excitingly. It can be determined that Bob feels a sense of satisfaction and completeness he’s been missing. By bei ng willing to give and receive pain and risk death, Fight Club members find freedom. The members of Project Mayhem believe that Tyler has liberated them from the routineShow MoreRelatedInterpersonal Communication753 Words   |  4 PagesTitle Student’s Name COM200: Interpersonal Communication Instructor’s Name Date (Sample March 19, 2014) Introduction- Thesis Statement * If you’re having difficulties writing a thesis, use the thesis generator in the Ashford Writing Center - https://awc.ashford.edu/writing-tools-thesis-generator.html. Remember, a thesis should make a claim – a definitive statement – about some issue. 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