...MARKETING MANAGEMENT Case Study 2 “Hips Feel Good” – Doves Campaign for Real Beauty July 9, 2009 TABLE OF CONTENTS Executive Summary…………………………………………………………………………………………….. 2 Problem Statement…………………………………………………………………………………………….. 3 Data Analysis………………………………………………………………………………………………………. 3 Alternatives Analysis…………………………………………………………………………………………… 8 Key Decision Criteria…………………………………………………………………………………………… 9 Recommendations……………………………………………………………………………………………… 10 Action and Implementation Plan………………………………………………………………………… 12 Implementation Roadmap....................................................................................... 13 Executive Summary Unilever is a multi-national corporation, formed of British and Dutch parentage that owns many of the world’s consumer product brands in foods, beverages cleaning agents and personal care products. Unilever employed 174,000 people and had a worldwide revenue of €40.5 billion in 2008. Unilever's main competitors include Procter & Gamble, Nestlé, Kraft Foods, Mars, Reckitt Benckiser, Henkel and Spotless Group. The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004 that includes advertisements, videos, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them. The campaign...
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...Stereotypes Donna Wolfe PHI 103 Informal Logic Instructor: Carol Parker August 12, 2013 Stereotypes The first stereotype I would like to look at is older workers. Many employers believe it is not worth the time and expense of hiring older people as workers. When referring to ‘older people’ I am speaking of people over or very close to the age of 60 years. It is a waste of time to hire them, spend money to train them, just to have them get sick, not be able to handle the job or retire. The argument for not hiring older workers is based in profits. Older people have shorter time to work before they will be leaving an employer, either to retirement or due to health reasons, older people get sick more often than younger people do, and older people cannot use new technology. In an article entitled Older workers: an exploration of the benefits, barriers and adaptations for older people in the workforce we find the following: “Negative stereotypes of older workers included that they are resistant to change, lack energy and enthusiasm, are unable to adapt to new technology and reluctant to undertake training” (Frasier, L. et al 2009 pg 3 para 1) There are many misconceptions in this thinking. Older workers are more experienced, which benefits a company – they don’t need as much training or one on one working with a mentor. They are more likely to be able to do their work without the shadowing of another employee. They are more likely to be stable in their work ethnics, and...
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...NOTE: This paper is just to get an idea about the assignment. Please site your sources. DO NOT copy and paste my paper. This was a TEAM assignment. Organizational Culture: Macy’s Team Member: A, B, & C PSY/450 June 8, 2015 Dr. Rachael Dilts Organizational Culture: Macy’s Organizational culture is defined as an organization’s values, behaviors, expectations, experiences, and philosophy. The main idea of organizational culture is what behavior and values contribute to the organization’s social and psychological environment. Organizational culture is also known as corporate culture and is shown by how the organization treats its employees, customers, and the community. It also is shown through the way the company conducts business. Organizational culture success can be measured by a company’s productivity and performance. Successful organizational culture provides guidelines for service, product quality, and safety. Success can also be seen through attendance and punctuality of employees. Every organization has a unique culture, and if that culture is not successful, it is hard to change ("Organizational Culture", 2015). Macy’s: The Company Macy’s was founded by Rowland Hussey Macy in 1859 and was nothing but a single dry goods store in New York City. Over the years, Macy’s has grown to be one of the nation’s top retailers in fashion and affordable luxury. Macy’s attributes its success to its employees. Macy’s has many successes including; being the first...
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...* From the first e-Activity, contrast the advantages and disadvantages of just-in-time learning. Evaluate whether or not this is a valid and worthwhile investment to help increase the productivity within an organization. Describe your personal experience(s) with just-in-time learning. After reviewing Head First Labs I realized many advantages to Just-in-time learning. One advantage especially in the changing workplace today is the information is learned and retained, as you need it. The learned material is applied to real live situations and not just taught in a classroom setting. The individual is getting to learn as well as apply the information they learned. Continuous or life long learning is becoming the mantra of the knowledge age worker (O’Driscoll, 1999; Rose & Nicholl, 1997). In todays workplace employers are changing the responsibilities of their employees because of the technological advances. Individuals can no longer rely on a degree they earned several years ago or a training class they attended last month. Instead, individuals are increasingly expected to assume responsibility for their own learning. Just in time learning is also beneficial because it calls for redundancy, and provides the controversial learning style that is necessary in order to retain the information and preform at a high level. I believe just in time learning increases productivity because innovation in learning drives workforce productivity. With continuous on the job learning individuals...
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...marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way. Why Green Marketing? In today¶s scenario, both consumers and the companies prefer green products. There is growing interest among the consumers all over the world regarding protection of environment. In certain cases, the more environmental friendly product influences the purchase decision of the customers, who look to reduce energy consumption and waste generation. ³ When a movement becomes too popular, it is then the corporate takes notice to implement it;´ 8 TIPS FOR ACHIEVING SUCESSFUL GREEN MARKETING. 1. Be fluent in sustainability. Green marketing efforts should only be made once after integrating the effort wit the product manufacture. 2. Educate your customers. 3. Use Clean language to convey your idea. Do not be ambiguous. 4. Do not make false claims relating to green marketing, they are sure to back fire....
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...Texas Stereotypes Texas is well known for a lot of things, to being one of the biggest states in the US to JFK Assassination. Many people believe that Texas is probably one of the violent states because of many people owning guns and many prisoners being on death row. Numerous individuals has came up with a lot of stereotype for Texas and Texans. One of the most famous and favorable stereotypes are that Texas consist of many cowboys and cowgirls. Yes many of men and women are but, little do they know that more than 85% of the Texas population lives in urban areas. Another well-known stereotype and personally my favorite, is that everything is bigger in Texas. This stereotype is very true, for instance there are bigger houses, schools, football,...
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...Gender stereotypes and discrimination in the workplace Introduction Organisations need to participation of diversity gender in workplace, which is very necessary, whereas, still have gender stereotypes and gender discrimination in the workplace. Stereotype refers to individual or specific types of people who have stationary characteristic when people think. As Michael P. (2001) said, stereotypes like a bias when people always accustomed to the mechanical classification to a specific person as a typical representative of class of persons and even the evaluation of certain types of people as a personal evaluation. Basically, stereotyping can turn into discrimination if people misunderstand a bias and undertaking upon it in a negative manner. This essay will concern the gender issue involving stereotyping in workplace when a person was supposed set of common characters and behaviours of particular gender. In addition, having gender discrimination tendency when stereotype turn into a negative manner in workplace and gender discrimination becoming a big problem in workplace, this essay will considered managers and employees how to face this problem and how to solve it. In the following lines gender stereotypes and discrimination in workplace will be involved with the help of literature. Main Body * Gender stereotypes 1. Definition for Gender Stereotypes The gender issue involving stereotyping in the workplace is when a person applies an assumed set of common traits...
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...the organization. Employees’ conceptions of work, expectations of rewards from the organization, and practices in relating to others are all influenced by diversity. The importance of renewed interest in diversity is that it helps organizations reap the benefits of all the similarities and differences among workers. Diversity helps bring together ideas from cultures all over the world, in addition to new attitudes and perspectives that can help a company be truly competitive. The workforce is only going to continue to diversify through the years. The change is inevitable, and soon minority groups will become the majority. Managers must first recognize that diversity exists in organizations in order to manage it appropriately. Managers who do not recognize diversity may face an unhappy, disappointed, and underutilized workforce. Chapter 2: Review of the Literature "Diversity Management: Expert-Identified Leading Practices and Agency Examples." MasterFILE Premier. EBSCO, 14 Jan. 2005. Web. 11 June 2013. A high-performance organization relies on a dynamic workforce with the requisite talents, multidisciplinary knowledge, and up-to-date skills to ensure that it is equipped to accomplish its mission and achieve its goals. Such organizations typically foster a work environment in which people are enabled and motivated to contribute to mission accomplishment and provide both accountability and fairness for all employees. To accomplish these...
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...to follow the prescription. This mean when you make a plan to do something a certain way you should stick to it and follow thru. Many times what ends up happening is that a plan will be drawn up but will not really be followed. Another important thing to be aware of in order to overcome barriers is to learn about other cultures. One of the main reason why many business deals don’t go thru with other countries is because we are ignorant of their culture and their methods of doing things. Each culture is different so we must learn how to deal with the type of culture that we are doing business with. Four key concepts to know in learning about other cultures are first Acquire multicultural capabilities and skills including foreign languages. This is crucial because if you have no way of communicating with the other person how will you or they know what the other is saying. People always like to interact, speak and do business in their own language so if you can provide that for them you have a better chance of gaining them as customer instead of losing them to the competition (Smeu). The second thing to know when learning about other cultures is to become a student of worldwide human relations and values, knowing what their values are can help better understand them. Third is to Think beyond local perceptions and transform stereotypes into positive views of people. This is very important not to assume any stereotype about a person before meeting them as to no offend the other...
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...in advertising Advertising has a significant role in society of consumers. Nowadays it can be seen almost everywhere and it becomes more and more obsessive. Any goods or service that advertised has its own customer. To make the advertising work, it is important to show a certain image of a person or how it called “the reflection of the recipient”, for whom the advertising is made (Wolska). As a result a lot of gender stereotypes and biases can be observed. Though the difference between social status of men and women is smaller now than in past, mass media monumentalizes a lot of traditional stereotypes. Advertisements show women more often than men because it’s considered that purchases usually made by them (Wolska). They usually have a specific role like housewife, who tries to clean house properly or to make a nice dinner for her family. Another example is a beautiful and mystery woman who advertises some cosmetics or clothing etc. As for men, they usually imagined like self-confident businessmen or sportsman with great physical training etc. It is interesting fact, that both male and female products commercials usually interacts towards women in the same way as they often buy male products too for their husbands or children. So it is important to show such male stereotypes in commercial that could be acceptable for both men and women. At the same time, it is very rarely when commercial aimed toward women work in the same way on men (Edmonds). Is presence of gender bias...
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...people who are different from you based on your or others opinions and encounters. They treat them based on how they were raised e.g. from their religion, skin colour or background. Stereotyping can create problems in many social situations like the workplace, at school, or in the local community. In a health and social care environment if a patient was treated inappropriately, by a member of staff, because of their skin colour this could lead to them being treated unfairly. For example, a staff member may not give them medication on the time or may not nurse them appropriately. This could lead to the patient conditions becoming worse and may leave them thinking that all staff are like this i.e. unhealthful.In addition, stereotyping can lead to a person missing opportunities. build relationships with certain types of people. For example: someone went for job but they refused him for his skin colour and religion it may also lead to aggressive actions toward others. A business sales representative who judges a customer based on appearance or dress may miss a chance to make a sale.An example of a stereotype is : you see someone walking down the street and they are walking crooked and they have a weird look on their face, in your head you could be thinking how this guy is a junkie and he is on drugs, or drunk etc.... but really he is just mentally ill. It may lead people afraid from him or stay away from him. Another example of stereotypes, back in the old days African Americans were...
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...“ Asians Are Good At Math. What An Awful Stereotype", Trytten clarifies that even “positive” stereotypes are a bad thing. “Asians are smart”, how is this compliment negative? It may seem like a good thing to be called smart, but then people start to take advantage. They sit next to them during testes, ask to copy, and offer their friendship for answers Calling someone smart may seem innocent at first but it becomes a problem when people start to take advantage. There is such thing as a good stereotype In the scholarly article, "Leadership Orientations Of Russian Working Adults: Do Age, Gender, Education, And Government Work Experience Make A Difference?", Nguyen provides a study of leadership based on human factors. Each factor had a certain amount of strengths but for each strength they also had a weakness. Where one factor failed another one succeeded. The last experiment was to have a variety factors have leadership roles. It was then that they were given the best result. We must work together to have the best...
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...Lately, the concept of unconscious bias or “hidden bias” has come into the forefront of our work as diversity advocates because the dynamics of diversity are changing as we enter the 21st Century. Our tradition paradigm has generally assumed that patterns of discriminatory behavior in organizations are conscious; that people who know better do the right thing, and those who do not cause bias. As a result, we have developed a “good person/bad person” paradigm of diversity: a belief that good people are not biased, but inclusive, and that bad people are the biased ones (R. Cook 2008). Forms of unconscious bias with foreign employees: Out of the 10 unconscious biases mentioned in the article by Cook Ross (2014), I have noted the following to have a negative impact on the international business relations. Diagnosis bias, having foreign employees from India, employees make a quick decision on how to act with a person just based on initial perceived opinion. Pattern recognition, employees decide that if the Indian employee has completed a task wrong once before, they will do it wrongly again. Value attribution, employees consider that foreign Indian employees have values that they take for granted. Confirmational behavior, employees in Finland have noted to consider that what confirms their beliefs and then ignore what contradicts their beliefs while also disregarding the facts that contradict their points of view. Automatic perception, the Finnish employees have a reflexive reaction...
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...University-Bangladesh Date of submission 07 May 2012 American International University-Bangladesh (AIUB) May 07, 2012 Mr. Zaman Rah man Course Instructor Global Marketing American International University-Bangladesh (AIUB) Subject: Submission of a report Dear Sir: With due regards and respect I state that I am very thankful to you as you assigned me this report on ‘‘Women Cosmetics Products in Marketing” It is a great opportunity for me to acquire theoretical and practical knowledge about the entire marketing aspects regarding women cosmetics products. I have tried out best to gather what I believe to be the most complete information available. Your kind acceptance and any type of appreciation would surely inspire me. I would always be available and ready to explain further any of the context of the whenever asked. Yours sincerely, ………………………………………….. Kundu Linkon Id: 09-15010-3 Preface In today’s world marketplace women have greater empower and they have more credibility for making a purchase decision. They are also more financially empowered than any previous generation of women. To launch a product, all marketers should know about the women perspective effectively. Marketers have to make their all marketing tools and promotion criterion in accordance with the respective women consumer’s behaviors. Basically in this report, lots of women consumer’s aspects are broadly discussed such as authoritative demographic and psychographic data...
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...questions that the film Crash illustrates. What are the origins of personal prejudice? Do individual experiences fuel standing stereotypes? Is it easier to perpetuate existing stereotypes because "things will never change?" Can people battle internal struggles within their own ethnic group? What prohibits us from overcoming these prejudices? The writers of the Crash managed to extend my viewing experience beyond the 90 minute film, thus forcing me to analyze my own prejudices and racial stereotypes towards others. I always thought that racism occurred as a result of a person's upbringing. If your parents were racist, there is a good chance that you will be a racist too. At first glance, Matt Dillon's character exhibits characteristics typical of this theory. Dillon exhibited a close bond with his father and later, we discover the roots of his racism. I naively assumed that Dillon was absorbing external cues from his father regarding his attitudes towards black people. It turns out that his father was not racist towards black people. It was Dillon who, in combination with his father's negative experiences and his own as a member of the LAPD, formed his own perceptions towards blacks. Another example of this occurred at the beginning of the film when the Persian family was attempting to purchase a gun. The clerk at the gun shop made a few blatantly racist comments about the perceptions of the customers. There were several references to the twin towers and planes. It didn't matter that...
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