Dove and Axe Campaigns Controversy

Dove and Axe Campaigns Controversy Unilever: Axe / Dove Controversy Unilever is a leading multinational corporation which was formed by Anglo-Dutch cooperation in 1930 as a result of merging the Soap maker Lever brother and Dutch company Margarine Unie. The merger resulted to a large export of palm oil product which promoted the growth of the company. The Company has expanded since then opening branches all over the world. It has so many outlets in the world and has a large share of het world consumer product market with several brands in the catalog. The company also owns foods and beverage brands, cleaning brands and other personal care brands. The company has a large work force of more than 180,000 people in the world with revenue of more that US$58 billion. The company was established from Roternd and London companies which also act as the mother companies for all other branches in the world. (Unilever, 2008b) Recently the company has been engulfed in one of the most heated controversy in the history of business world arising from its advertisement. The company has been engaged in a various criticisms before but the recent one seems to have attracted the attention of unlikely quarters from politicians to the human reign activists. It has become a subject to social conversation all over the world due to its mode of advertisement. There have been many blogs in the internet that have been used against the company and its advertisement strategy especially the recent one Axe/dove advertisement which has attracted most criticism even before they make their impact on the market. The market of the two brands Axe and Dove have attracted the advocacy groups who have been campaigning for the need to have commercial-free childhood advertisements. The campaign has in form of writing several letters to the company in order to force it to withdraw the advertisement from the market. What is in the controversy about these products? The dove product advertisement has been used as a marketing strategy that is said to be promoting real beauty. In the advertisement there is a dove that is promising the girls a good care if they use the products. In this regard no one can understand how a dove can promise the girl a good care. The company has however described the advertisement as showing the need to have real beauty rather than acting as an advisement to encourage girls to use the products and has therefore started a campaign that is aimed at funning projects for girl child. But this is contradicted by another advertisement of its products Axe deodorant which has been described as having an effect of ‘epitomizing the sexist and degrading making that has been undermining girls’. This has been shone to be a potential harm to the health development of grid as contradicted to the other advertisement of the Dove which promotes health self-image for all women. (Newman, 2007) The company has been on the defense saying that the Dove brand is meant to show women the need of feel beautiful always which has been expressed by wide way in the today’s stereotyping of beauty and it is meant to inspire women to be taking car of them. For this reason the company has created Dove Self-Esteem Fund that is meant to educate and act as inspiration to girls. On the other hand the Axe campaign shows ‘the mating game’ and expressed the desire of men to get noticed by women. (High, 2007) The above advertisement has been causign a lot of criticisms for the company not only from the civil activists but also from political arena. It has been descried as the higher hypocrisy in marketing and there have been threat of taking of civil action by not allowing the Dove Fund to take seminars to school unless the Axe advertisement is changed. Let us analyze the effect of the advertisement and the impact they may have on the company and its businesses. SWOT analysis of the advertisement Being a large multinational company, there are several advantages that the company can enjoy amid such a criticism of the advertisement. At the same time there are some weakness in the controversy that may make the company lose its credibility in the market and therefore loss of sales. Let us look closely at the SWOT analyze of ht advertisement and their implications. Strengths Unilever is a large multinational company that has been in the market for along time now. In this regard, the company has been able to establish its operation in all the markets ands therefore it has a world wide appeal. Due to the fact that is has been able to operate in many countries, the controversy may not cause any effect on it sales. This is due to the fact that the company is known for famous brands that have been satisfying the needs of the consumers. Therefore there may not be many customers who will be affected by the controversy and who are likely to change their preference of its brands due to the controversy. Therefore the current controversy may not affect its international market though it may affect some of the regions where this campaign is concentrated. Those who are involved in the criticism may not be able to reach all the regions of the world. With such wide of brands in the market, the company sales may not be affected even if it withdraws just one brand in the market. (Pandya, 2001) The company has been able to cut a niche in the market and therefore no any amount of criticism that may destroy its images. There has been a new trend in the market where the value of a product is not evaluated by the level of criticism on the level of support that the products receive but by the level of individual satisfaction on the brand. For this reason a lot of people may not be looking at the controversy that has been created around the brands but they would rather focus on the effect fullness for the brands. Since there has not been any criticism about the product to the consumers, there is likelihood that it will not have effect on the marketing of the product. All the consumers of the brands have not presented any complain to the company about the effectfulnes of the brand and therefore they are likely to ignore any call not to use the brand. There could have been a negative effect on the marketing of the brand if there have been reported physical effects on the users. But the controversy is surrounding the advertisements and therefore it is not likely to have any effect on the marketing. In most cases the marketing of a product is affected by the effects of the particular product to the consumers. If the criticism is based on the health effect of the brands, it may have raised serious concerns about the marketing of the product but the controversy is centered about ‘hypocrisy’ which does not attract the attention for the uses of the products. Another strength that the company has on the position of the brand is in the target consumers. The company is targeting the young people who are likely to be influenced most by the advertisement. The specific target of ‘the mating game’ is one of the most influential things that are likely to attract many young people to the product. It should be understood that these young people do not understand the effects of what you can argue all day on ethics in advisement. They are simply attracted to what they can relate with and what makes them feel like others. Therefore they are not likely to change their perception about the product based on the criticism on the advertisement. (Georges, 1999) Most of those how are involved in the criticism are not within age bracket of the target customers of the products. Most of those who are involve in the criticism of the product are not young and even if they coordinate comparing to send letters to the company not many young people are likely to send their letters. Therefore the strength that the company has on this advertisement is that the target customers are not the one who are involved in the criticism and are not likely to change their perception of the products. This is not likely to have a negative effect on marketing of both brands to the target customers. (Unilever, 2007a) It has also been observed that not all people are in crisis of the campaign. Some have descried it as a genius market strategic that is likely to lead to high sales for the product. Therefore the company is likely to get positive support from those how do not see it in negative view. Weaknesses At the same time that are some weakness that are linked to the criticism that the company has been receiving. There is likelihood that the conflict will affect the image of the product in the market. The strength of the brand in the market depends on the positive notes that it receives from thee market. Positive notes are likely to affect the perception for the brand in the market by all consumers. It has been shown that bad perception on products is likely to have a negative impact on the sales. Therefore the more positive comment that a products receives from the market, the more positive impact it is likely to get from the market. In this regard, the criticism is likely to have negative impacts on the perception of the company in the market. In this sense the customers are likely to change their perception about the products of the company in the market. The company has been enjoying a good perception in the market based on the quality of products that it has been offering to the consumer. However this is changing with time as the consumer become more aware of their rights. one of the characteristic of modern consumers is that they have become more powerful in the market and are likely to have an impact on the way a company makes its sales. Therefore the current criticism of the company may impose a consumer led campaign that is likely to tarnish the name of the company. In this regard, the company is likely to lose a lot in case the consumers change their perception. (Golin, 2007) There is also a likelihood that the current controversy is likely to affect the sales of the product due to the influence the civil activists may have on the company. Most of those who are criticizing the company are parents who have a lot of influence on their children. As such they are likely to influence their children depending on the comments that they make about the products. In this regard they are likely to influence their children not to buy the products with the fact that most of them especially the females are unlikely to buy it. In this regard the brands are unlikely to acquire new customers. The survival of brand in the market depends on the way it attracts, and retains new consumers. With such criticism, the brands are not likely to attract new customers which may have an effect of reducing the overall consumption of the brand. (McManis, 2007) The criticism on the brand may extend it on other brands on the company. Once the costumers changes there perception about the company, they are likely to change their overall perception of the products of the company. In this sense the company may start recording low sales even on other brands. The increased use of information technology and the posting of the comments about the products in the internet are likely to attract the attention of more people which is likely to have damage on the reputation of the product in the market. In this regard there is likelihood of having a worldwide customer changed perception on the brands which is likely to affect their sales all over the world. The ‘onslaught’ videos that have been released on the crisis are likely to affect the operation of the company. Already there is a threat by civil groups that they will stop the Dove-Fund from holding seminars in schools and other area whether the company targets the young people. This is likely to have a negative effect on the programs of the company and in a way may lead to disruption of is normal flow of programs of a failure of the whole program all together. Opportunity There are a lot of opportunities that the company can still exploit in order to market its brand in the market. Already the company has clarified on the intention of the advertisements as being to encourage beauty and give women a reason to be more beautiful and the other being to show mating game and the desire for men to be also clean and attracted to women. In this regard the company has an opportunity to prove its critics wrong by appealing more to the target customer who may be affected by the controversy. The company has already started the Dove-Fund which is taking care of the education for girl. This is one of the opportunities which the company can use in order to clear the air about its products and the criticism that it is getting from the activists. This is because under the program the company would be making a direct appeal tot the consumer rather than the activists. The company should also start the same fund for men in order to embrace the youth. Through close interaction with the youth, the company is likely to presence the brands in the market and helps them to defy criticism of the brands. (Gillete, 2007) There is also an opportunity of the company to change the name of the brand or to change the whole advertising strategy before the brand has devastating effect in the market. In this regard the company can the name of the brand in the market or change the advertising strategies if it sees that the brands are likely to cause negative effects in the market. This will give the company a time to preserve the brands in the market and also preserve the name of the company in face of the rising criticism. The company can also produce another advertisement which contradicts the first ones and which gives a positive message as claimed by the activists. This would be in line with contradicting the issues that have been raised by the activists and to showing the genuinely of the company rather than the hypocrisy as has been expressed by the activists. This will help to save the company from the onslaught by the activists. Threats There are many threats the company may be facing as a result of the advertisements. First it is to be understood that this is no the first criticism of the company and it has been criticized on other areas of being unethical in business. For example the company has been criticized of buying palm oil from dealers who have been destructing forest cover. Therefore there is a threat of the current conflict attracting the attention of the consumer on all other conflicts that have been there about the company. This is likely to have a damaging effect on the name of the company especially at this time when the concept of ethics in business has taken root in consumers. (Moore, 2008) There is a threat of he company making loses on the brand and withdrawing them from the market which may affect the operation of the company not only in the domestic market but also in the international market.

Boo.Com, the Failure

INTERNATIONAL BUSINESS; Boo. com, Online Fashion Retailer, Goes Out of Business By ANDREW ROSS SORKIN Published: May 19, 2000 It was supposed to follow the dot-com fairy tale script. Two young entrepreneurs devise an idea for the next big e-commerce Web site, raise enormous sums of cash, spend lavishly on advertising, lose money on every sale, take the company public and make every employee a billionaire. Today, Boo. com, a European fashion e-tailer backed by the French luxury goods magnate Bernard Arnault, the Benetton family, Goldman, Sachs & Company and J. P.Morgan, among others, is insolvent and has been forced to call the liquidators, six months after its Internet debut. The concept for Boo. com seemed plausible enough. Ernst Malmsten and Kajsa Leander, two 29-year-old Swedes, founded Boo. com here in 1998, planning to create an online fashion retailer that would provide global service in seven languages and multiple currencies. And, of course, the site would use the most advanc ed technology. Boo. com bragged of its ability to let users view products in three dimensions from 360 degrees, giving them a true sense of how a garment looked.Investors were so taken with the idea and its two founders — Ms. Leander had been an Elite model and both had started an online bookstore called Bokus. com — that Boo. com was able raise $125 million almost immediately from an elite roster of the extremely wealthy. Before even starting Boo. com, the founders promoted the site in trade journals and glossy fashion magazines. But it was also clear that the founders were excessively ambitious. The company established its headquarters on swanky Carnaby Street in London, with satellite offices in New York, Paris, Stockholm, Amsterdam and Munich.The staff expanded from 40 initially to more than 400. Employees routinely flew first class and stayed in five-star hotels, according to a former staff member. Many were given laptops and Palm Pilots for home use, according to this person, and the company used Federal Express to send regular mail. †They had very little spending restraint, to put it mildly,† said Noah Yasskin, an analyst at the London office of Jupiter Communications, an Internet research firm. The site itself was also plagued by technical problems and delays, and took twice as long as anticipated to evelop. Once up and running, it became clear that users without fast connections to the Internet could not use the site, a point Boo. com boasted about. That e-snobbery alienated customers with more modest modem speeds, which happened to be most of Europe and the United States, Boo. com's two most important markets. †Ninety-nine percent of European and 98 percent of U. S. homes lack the bandwidth needed to easily access such animation,† Therese Torris, an analyst at Forrester Research in Amsterdam, wrote in a report.And anyone with a Macintosh computer could not use the site. While Boo. com later adjusted itself to all ow users with slower connections and Macs to gain access, the changes came too late. Sales for the first three months of the site's operation were $680,000, while the company was blowing through more than $1 million a month. The end came as Boo. com's founders, with only $500,000 left, struggled in vain to find backers to plow more money into the site. ‘We are deeply disappointed that it has been necessary to ask KPMG to become liquidators of the company,† the co-founders and investors said in a joint statement. †The senior management of Boo. com has made strenuous efforts over the last few weeks to raise the additional funds which would have allowed the company to go forward with a clear plan. † Over the last several weeks, Mr. Malmsten and Ms. Leander, who together own about 40 percent of the company, had been pleading with investors to ante up more. According to a spokesman for Mr.Arnault: †He didn't want to take the risk. He would have been willing to stay involved if he could have had more control. † In fact, in an interview in Paris several weeks ago about his Internet holdings, Mr. Arnault refused to discuss Boo. com. Whether Boo. com's failure presages further problems for clothing e-tailers is unclear. But some Internet analysts said Boo. com's rise and fall reflect a problem that goes beyond just selling clothes. . †The market has woken up to the fact that the amount of business e-tailers like Boo. om generate is a lot lower than we anticipated,† said Tony Shiret, an analyst at Credit Suisse First Boston in London. †A key turning point was what happened in the U. S. over Christmas,† he added, referring to many online retailers that reported missed sales projections. †It's been disappointing. † On Wednesday, PricewaterhouseCoopers released a report predicting that 25 percent of all Internet companies in Britain could exhaust their cash within six months. Still, the problems at Boo . com problems were somewhat self-inflicted, Mr.Yasskin said. †They tried to do too much,† he said. †Opening up in multiple countries simultaneously is impossible. † One major stumbling block for Boo. com may simply have been the type of merchandise it was trying to sell. †If you look at successful sites, they are driven by price,† Mr. Shiret said. †It is very hard to sell clothing at a cost base that makes sense without the scale. † Indeed, Boo. com never competed on price like most other retailers; it hoped to woo customers with its interactive services and convenience.Nonetheless, Boo. com might be worth something, even if it is only a fraction of the $400 million value its founders once ascribed to the company. KPMG, which is managing the liquidation process, said today that it had received more than 30 inquiries. In an interview with The Sunday Telegraph earlier this month, Mr. Malmsten admitted he might have made missteps. †We have made some mistakes and we were late with our launch, yes,† he said. †But people are welcome to come 'round here into our offices and see what is going on now. †

Humans Are Naturally Evil

HUMANS ARE NATURALLY EVIL The question regarding to the nature of human beings being related to the word evil has been a topic for controversial discussion and debate among scholars and philosophers alike. According to the ardictionary. com, the word evil is defined as Having or exhibiting bad moral qualities; morally corrupt; wicked; wrong; vicious; as, evil conduct, thoughts, heart, words, and the like ,anything which impairs the happiness of a being or deprives a being of any good; anything which causes suffering of any kind to sentient beings; injury; mischief; harm; opposed to good.It is natural that criminals and villains are presumed evil by the society as the bad deeds are indicated by their crimes. However, how far is the understanding of the society that actually everyone including priests, monks and even mothers are also evil? The word naturally suggest that evil is present in the human beings by nature and that the evil within someone is not influenced by any other factor s besides the natural existence. In other word, humans are all evil and are inclined to organise evil actions. Incomplete intro) The first proof to support the notion that humans are naturally evil is through the tendencies of human beings to commit crimes. According to Sigmund Freud (1856-1939), who is credited with the development of psychoanalytic theory, all humans have criminal tendencies. Furthermore all humans have natural drives and urges repressed in the unconscious. Through the process of socialisation, however, these tendencies are curbed. http://criminology. wikia. com/wiki/General_Theory_of_CrimeThe primary evidence that people are generally evil is evident by the number of wars. Research discloses not only that the genocide was centrally conceived, planned and directed, but that there were some who worked at providing the intellectual rationale for the genocide and the propaganda which justified and rationalized the slaughter. Most countries have experienced their shar e of wars. World War One was the first war that affected many countries such as Serbia, Germany, Britain, France, and North America.It demonstrated for the first time how brutal people can be to each other. This war was fought because of tension between countries for years that blew up in 1914 with the assassination of Franz Ferdinand. The quote, â€Å"Guns don't kill people, people kill people† highlights that machines did not kill all these people, people kill those from different countries in order to further their cause and do not stop unless they are successful. World War One was also known as â€Å"the war to end all wars† obviously this wasn't true. A few years later, another war took place.World War Two demonstrated that people will kill to satisfy themselves. Hitler in World War Two was the main aggressor. He wanted to make his people, the pure Germans, the master race. He was threatened by other countries and wanted his superior to all others. When other coun tries became aware of this, naturally, the war began, killing people by the millions. By the number of wars, we can conclude that the natural human reaction to the threat of war and great power released human evil. Another way to prove the existence of natural evil is via daily activities that humans do.According to Isaac Newton, every action has a reaction. This concept even applies to our daily activities. Humans always disregard the consequences that they consider to be trivial or do not affect them directly. In order to understand this statement, let us take a look at the McDonald – Israel relationship. According to the Chicago Jewish Community Online, McDonalds Corporation whose global headquarters is based just outside Chicago is a major corporate partner of the Jewish United Fund and Jewish Federation.Through its Israel Commission, the Jewish United Fund â€Å"works to maintain American military, economic and diplomatic support for Israel; monitors and, when necessary , responds to media coverage of Israel â€Å". Israel, as the world has already acknowledged, is a nation built illegally on the land of Palestine through wars with the support from United States of America. The rate of consumption of Israel’s product like McDonalds are exceptionally high even though society have acknowledged the evil that the Israeli have triggered upon the Palestinians through the countless wars and discriminations .By refusing to initiate the act of embargoing Israel’s products, the society are directly contributing monetary support for Israel to dominate Palestine and oppressing the Palestinians. People are actually practicing evil because they refuse to conceive the impacts of their actions. As the impacts are not visible, we tend to ignore them. This is clearly unacceptable as by supporting even in a small scale, we are actually permitting evil to be continuously ensued in the world. Humans take Mother Nature for granted. Mankind would take ever ything that she provides beyond their basic needs.In doing so, nature is being stripped to the barren bone in order man could satisfy their undying lust for wealth and power. Man is destroying nature along with the tranquillity and balance of the cosmos. For instance, everyone uses toilet papers. These uses of toilet paper are destroying nature evilly. As more and more companies are going paperless which is a good thing, there is less and less recycled material going into the production of toilet paper. As a result, pulp manufacturing is increasing, requiring the use of more virgin wood – a clean and untreated type that comes straight from forests.With a country using an average of 7 billion rolls of toilet paper a year and a typical tree provides about 1,000 rolls of toilet paper, man is using 7 million trees just to clean after themselves every year. This disaster is never considered as an environmental crime, due to the fact that toilet paper is a claimed necessity. In con trary, toilet paper is not used in required amounts. In fact, the wastage of toilet paper is far beyond the common lay man could comprehend. This monstrous wastage would eventually ravage the earth from its forests.This horrible act is an evil quality mankind towards nature. Some people would still view mankind with hope that man is not naturally inclined to become evil. These idealists would still fight to prove a utopian dream is not entirely impossible. Imagining a world without war, peace in the four corners of the globe and the earth occupied by people who are selfless and pleasant. The claim is that mankind is in fact not naturally evil. Mankind possess a common understanding about positive moral and a natural desire to do what is considered as morally right.Although the interpretation of what is morally good differs from the societies of the world, mankind still stand on common ground to consider that taking a life, lying and stealing is considered as bad. An individual is ob ligated, if not encouraged, to take the necessary precautionary steps to avoid committing such sins. Thus, the consciousness that exists within the social norms of mankind is pure proof that mankind is not naturally evil. However, it is undeniable that evil is still the product of mankind’s nature. A murderer may kill four different victims due to the product of stress and anger.The epic clash between the Trojans and the Greeks were due to the love of Paris, Prince of Troy towards Agamemnon’s sister-in-law. Both World Wars were caused by one man’s ambition to make the world organized under one political administration. The Zionist regime discriminated and denied the Palestinians their due human rights because they claim for compensation of their Jewish ancestors massacred in the Holocaust. The mentioned emotions are actually natural feelings that the common man would experience in everyday life. Many of the sins that man committed throughout history are the prod uct of his natural emotions and instincts.Despite the fact that mankind is capable of doing so much good, human beings are also capable of committing that is far worse. These actions prove that evil is the product of previous evil and genuine human emotions. Determinists have come to the conclusion that we are governed by the laws of science, that there is nothing we can do about ourselves being evil because we naturally are. Evil is simply the act of causing pain. Human beings are born with a natural reaction to â€Å"fear and chaos† to be instinctively evil. We live in a morally fragile world and our moral decisions do not only matter to us.They have consequences for everyone else, and for the world. We have to dig deeper to identify the real world. We are not good as a whole. We are mean to each other. We lie. We cheat. We steal. We don't seem to think this because we just dismiss these things as minor corruptions. Well minor after minor after minor combine, to become majo r. Unless something is changed soon, like we lose our natural instincts, then we always will be. No one wants to hear this, but it needs to be said by someone. Humans are naturally evil. That is what makes humans such fascinating creatures

Similarities Between Feminism And Feminism - 1014 Words

4. The similarities of conflict theory and feminist perspective. There are many similar and differences of these two theory’s. Conflict theory believes that the social behavior is best understood when looking at different groups and seeing the gaps of power and different resources like housing, money, and access to services. This theory since the 1960’s has seem to start taking over the functionalist perspective because of all the civil rights, decisions made in the Vietnam and the rise of feminism. Feminist perspective is the inequality in gender as the main focal point in their perspective. Ida wells was the first women to really start this perspective when she wrote the book Lynching Black Americans. This book led to here coming out†¦show more content†¦6. Culture is everything that is learned, socially transmitted customs, knowledge. Material objects and behavior. People preserve their cultures by passing them down from generation to generation. They are also preserved from society which comes from cultures. Societies are large group of people with similar cultures that form together to help preserve their cultures. Another way in which they preserve their heritages is by literature, video recordings and any other means of expression. George Murdock lists of cultural universals include athletic sports, cooking, dancing, visiting, personal names, marriage, medicine, religious ritual, funeral ceremonies, sexual restrictions and trade. All of these different cultural universals are very different and are each expressed differently in different societies. Like some cultural might allow you to marry whoever you want while others will choose your partners for you. 8. There are different four different kinds of norms they are formal, informal, mores, and folkways. Formal norms are written down and specify strict punishments for violating them. Formal norms in the United States are known as laws. Informal norms are usually understood but they are not written down. These are the norms that most people know and that things you know are rude are not right to do so you try not to use them. An example of an informal norm would be talking during a movie. This isShow MoreRelatedPolitical Ideology And The Public Policies1527 Words   |  7 Pagesto describe and understand the world as it is through human nature, historical events, realities in the present, future possibilities, and reaching social, economic and political ideals (Jost, Federico and Napier, 309). Conservatism, anarchism and feminism all have attributes of political ideology and are relevant to modern American politics when it comes to the issues they are concerned with such as political, economic, social and individual views. 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