Mediated Communication: Connected or Disconnected? Essay

Abstract: We all seem to live and breathe social media. Sending a message and staying connected is as easy as it can get. Technology is essentially transforming traditional methods and revolutionizing the way we communicate with one another. Today, we have to stay relevant, informed, and up-to-date on the newest communication channels and incorporate them into our range of daily activities. However to build meaningful connections between people, we need to let technology enhance our communication, rather than dictate it. As new communication technological advancements become available, our temptation is also to spend less time on face-to-face interactions at the risk of losing the critical context of our message. Of course, texts, e-mails and social media can dramatically impact the speed and volume of messages, but therein also lies the danger in allowing the subtle aspects of dialogue and personality to fall by the wayside Face-to-face discussions are the foundation of human communication; once established, it allows us to build trust, clearly articulate our ideas and minimize misunderstanding. However, for many of us, face-to-face communication seems to be a dying art – replaced by text messaging, e-mails, and social media. Human communication and interactions are getting shaped by available technologies. Thus we have to ask – in today’s tech-savvy world, are we really connected or essentially disconnected? Is social media sabotaging the art of personal communication? On a crisp Friday afternoon last October, Sharon Seline exchanged text messages with her daughter who was in college. They ‘chatted’ back and forth, mom asking how things were going and daughter answering with positive statements followed by emoticons showing smiles, b-i-gï Å  smiles and hearts(/). Happiness†¦. Later that night, her daughter attempted suicide. In the days that followed, it came to light that she’d been holed up in her hostel room, crying and showing signs of depression — a completely different reality from the one that she conveyed in texts, Facebook posts and tweets . (Courtesy; Forbes magazine, April2012) As human beings, our only real method of connection is through authentic communication. Studies show that only 7%  of communication is based on the written or verbal word. A whopping 93% is based on nonverbal body language. Indeed, it’s only when we can hear a tone of voice or look into someone’s eyes that we’re able to know when â€Å"I’m fine† doesn’t mean they’re fine at all†¦or when â€Å"I’m just sad† means they’re thoroughly depressed. Flooded in technology, anyone can hide behind the text, the e-mail, the Facebook post or the tweet, projecting any image they want and creating an illusion of their choice. They can be whoever they want to be and without the ability to see or feel, their audiences are none the wiser. Every relevant metric shows that we are interacting at breakneck speed and frequency through social media. But are we really communicating? With 93% of our communication context stripped away, we are now attempting to forge relationships and make decisions based on phrases, abbreviations, snippets, emoticons which may or may not be accurate representations of the truth. This presents an unprecedented paradox. With all the powerful social technologies at our fingertips, we are more connected – and potentially more disconnected – than ever before. This is where social media gets dicey. Communication Barriers: New Dimensions Social technologies have broken the barriers of space and time, enabling us to interact 24/7 with more people all over the world. The focus is now on communication quantity rather than quality and Superficiality against authenticity? But like any revolutionary concept, it has initiated a new set of barriers and threats. It is an ironic situation where social media has the potential to make us less social; a surrogate for the real thing. For it to be a truly effective communication vehicle, communicators bear a responsibility to be genuine, accurate, and not allow it to replace human contact altogether. In the workplace, the use of electronic communication has overtaken face-to-face and voice-to-voice communication by a wide margin. This major shift has been driven by two major forces: the speed/geographic dispersion of business, and the lack of comfort with traditional interpersonal communication among a growing segment of our employee population: Gen Y and Millennials. Studies show that these generations – which will comprise more than 50% of the workforce by 2020 – would prefer to use instant messaging or other social media than stop by and talk with someone. This new communication preference is one of the  Ã¢â‚¬Å"generational gaps† plaguing organizations as employers try to manage a new set of expectations and norms in their younger employees. The majority of the world’s largest businesses are using social media with little thought as to how it can contribute to the organization’s overall strategy and that its use is destroying the integrity of face-to-face conversations and replacing it with â€Å"hidden conversations†. This is arguably true to some extent with many companies confused as to the role it should play inside the corporate framework. Further, because most business communication is now done via e-mails, texts, instant messaging, intranets, blogs, websites and other technology enabled media, minus body language, the potential for misinterpretation is growing. Rushed and stressed, people often do not take the time to consider the nuances of their writing. Conflicts explode over a tone of an e-mail, or that all-important cc: list. When someone writes a text in all capital letters, does it mean they are â€Å"shouting†? Are one- or two-word responses a sign that the person doesn’t want to engage? On the flip side, does a smiley face or an abbreviated acknowledgement of agreement really mean they are all set and aligned? Unfortunately conclusions are drawn on frighteningly little information. Getting Real In this wired world when we have only abridged words and faceless chats instead of voice, face and body expression how then do we communicate effectively and build more authentic relationships? Leaders must consider the impact on business relationships and the ability to effectively collaborate, build trust, and create employee engagement and loyalty. Susan Tardanico, leadership and communications executive coach, consultant and professional speaker and CEO of the Authentic Leadership Alliance LLC suggests certain ways for keeping communication real Suggestions for Keeping E-Communication Real †¢Address your issues. If you are drawing a conclusion about experiencing a conflict based on an electronic exchange, then pick up the phone or have a face-to-face conversation to clear things up. †¢Me first. Make an effort to check your own communications to ensure you aren’t sending an inaccurate  message. Take steps to put forth an accurate picture of reality. †¢Bridging the gap. As employees and employers, there are chances of dealing with different generations who have noticeably different communication preferences. Talk with colleagues about this aspect and ask for input on the best way to keep communication flowing through the team. †¢Stay connected. Don’t fall prey to the comfort of sitting behind closed doors and doing all your work from behind a computer screen or the hand-held device. No doubt it takes the pressure off many of the complexities of management, but this also disconnects us from face to face connections. Find a way to stay connected with colleagues; employee relationship is one of the determining factors for level of engagement and loyalty to the organization. †¢Beware of the disconnect. An eloquent and motivating online communication is easy to write. But if our words are not consistent with our actions and reality, this disconnect will harm our credibility and impede our ability to work effectively. †¢Two-way communication. Communication is essentially a two-way process. Just because you’ve fired off an e-mail or text, it doesn’t mean communication has taken place. We must pay attention to the feedback to see if our message is understood and accepted. Considering that this trend is here to stay, we need to create cultures where managers, employees and stakeholders renew their efforts to get at the real messages and issues. When colleagues spend personal time we can expect better working abilities. Correlations between face-to-face relationship-building and employee engagement and loyalty are a concept that has been proven again and again over the years. This has also been excellently explored in the concept â€Å"Management by Walking Around† in Tom Peters’ groundbreaking book In Search of Excellence. As global citizens of a technologically-enabled world we must find a way to incorporate all the amazing benefits which mediated communication has to offer while ensuring that we aren’t losing the human touch with the most significant personal and professional relationships.

Wankel Rotary Engine: A History by John B. Hege

Conceived in the 1930s, simplified and successfully tested in the 1950s, the darling of the automotive industry in the early 1970s, then all but abandoned before resurging for a brilliant run as a high-performance powerplant for Mazda, the Wankel rotary engine has long been an object of fascination and more than a little mystery. A remarkably simple design (yet understood by few), it boasts compact size, light weight and nearly vibration-free operation. In the 1960s, German engineer Felix Wankels invention was beginning to look like a revolution in the making. Though still in need of refinement, it held much promise as a smooth and powerful engine that could fit in smaller spaces than piston engines of similar output. Auto makers lined up for licensing rights to build their own Wankels, and for a time analysts predicted that much of the industry would convert to rotary power. This complete and well-illustrated account traces the full history of the engine and its use in various cars, motorcycles, snowmobiles and other applications. It clearly explains the working of the engine and the technical challenges it presented–the difficulty of designing effective and durable seals, early emissions troubles, high fuel consumption, and others. The work done by several companies to overcome these problems is described in detail, as are the economic and political troubles that nearly killed the rotary in the 1970s, and the prospects for future rotary -powered vehicles. Personal Review: Wankel Rotary Engine: A History by John B. Hege Wankel Rotary Engine: A History A fascinating read not just for crankheads but anyone interested in how things get done and how so very often they don't get done at all. Of particular interest is the chapter on G. M's entry into the wonderful world of Wankel–perhaps a small insight as to why they're #2 today. A hearty thank you to John Hege for a well researched book. Get in touch with me John and I'll send you a copy of my book.

Does mother earth have the capacity to sustain continued population growth

That is the question I am going to answer in the following essay. We will be looking at two persons who gave there opinion about the principal of population growth and their solutions. One called, Robert Malthus, the other person called Ester Boserup. They both differ a lot of each other in opinion. Boserup was more optimistic about it, although on the other hand Malthus was very sceptic and pessimistic. I will include their arguments and their way of looking at population growth later on, combined with my own view. Several facts are concurring about population growth. When the world would collapse of its own infirmity, it will be due different factors. One of them will be due global warming. This is also one of the arguments of Malthus which influences his credo1. Population growth is a very important issue for geographers now a day. These geographers are certainly divided into 2 groups. One group focuses more on the Malthusian-way of thinking and the other support Ester Boserups her ideas, which are more optimistic. Worries about population growth are not new. About 200 years ago, Malthus published a essay called; The Principal of Population Growth. His main arguments in this essay were about the geometrically grow of population, while the resources available to support it tend to grow arithmetically. He presented his theory in response to optimists who thought that mankind can master environment bottomless. They verified this idea with some new cures such as DDT which eliminates misquotes born with malaria, anti-biotics. During the same period, the â€Å"Green Revolution† greatly boosted food output through the cultivation of new disease-resistant rice and other food crops, and the use of fertilizers and more effective farming methods. These changes have contributed to a dramatic increase in human population growth rates2. Global Warming is causing a big impact on population growth. The carbon dioxide is sacrificing the earths nature causing a enormous impact on water altitude. Increasing water altitude causes the sea level to rise. This will finally result in floods of areas were people life. Due this fact, people will have to move because otherwise they risk another deluge. Because of this process it will contribute to the fact that the earths living surface can decrease. As more people are settling on earth then people leaving it will result that there isn't enough space for such an amount of inhabitants. If you look at the facts of Population Growth, it will tell you that, every minute there are 5 babies born. This means that every year 87 million people are added to the world. In 1999 the World Watchers institute said that population growth is slowing down due the fact of rising Death Rates. They estimated a 8,9 billion people on the world instead of the predicted 9,4 billion. Two-thirds of this drop is because of falling birth rates, but one-third is due rising death rates. Three factors are pushing the death rates up, especially in sub-Saharan Africa and the Indian sub-continent3: the HIV epidemic the depletion of aquifers shrinking cropland area per person. We analyze the worlds carrying capacity with Net Primary Productivity. It represents the total food resource on earth. It has been calculated that we are using 40% of the terrestrial food supply. This leaves 60% left on earth, theoreticly human population would therefore be 2.5x the current level that is 2.5Ãâ€"5.9 = 15 billion, a number that will be reached within the next century if present trends continue4. Overall, the answer would be No to the question we asked earlier. Mother earth cannot sustain continuing population growth. Scientist keep making solutions to provide human better health care, but when you look at it, medicine cure people, which influences Mortality rate obviously. So on the other hand it speaks against itself. Population growth is increasing last few years as it never did before and it is going to move on. As there are coming more inhabitants, there won't be enough space one day, to grow crops and shelters at the same time. Global warming is causing the world the heat up, increasing sea level and destroy rainforest (one of our big food resources on earth)

Legal Aspects of nursing, Homework 5 Essay Example | Topics and Well Written Essays - 1000 words

Legal Aspects of nursing, Homework 5 - Essay Example Facts In this case there are various notable facts that will greatly help when giving the judgment. In addition these facts will clearly reveal any misconduct and its perpetrator. In the career history of the subject nurse, she has carried herself with dignity and as such she has gained respect for her competence and dedication. However, suspicions have emerged that this nurse has been diverting narcotics for her personal use without following the laid down procedures. Further, the organization that this nurse is working in has recently installed a computerized medical cabinet to supplement the traditional paper medication administration record (MAR). Consequently, every nurse is expected to fill their handwritten MAR’s and they should match with the computerized records. On further, investigation it is noted that the nurses fill their MARs later and they con fessed to having forgotten some of the drugs they had taken from the medical cabinet. Action In a case that this case g oes to trial the defendant in this case would be the health facility while subject nurse the plaintiff would be the. The reason as to why the nurse would be the complainant is that she will be defending her right from being suspended. In any case, the facility would have gotten justice from suspending her. Further, this matter should not be forwarded to the state board of nursing. The reason for this is because this is an issue that has no enough evidence of the misconduct of the nurse. Moreover, the issue is more on the implementation of modern monitoring systems in the facility rather than on the misconduct of a practitioner. Further, it is important to note that this is a civil matter in which the defendant wants to be reinstated in her previous employment. As such the matter will be handled by the industrial court but not a criminal court. a) Did the facility have sufficient evidence to suspend the nurse? According to the facts in this case it is apparent that this hospital had a mechanism that was not competent. The mechanism should have been overseen by single personnel to ensure that the nurses filled in the MRAs promptly. Moreover, other nurses have confessed that they had at one time forgotten about the actual quantities they had taken from the medial cabinet consequently filling arbitrary figures. On this regards, there are many loopholes in this mechanism and hence the biggest responsibility lies with the institution and not with the nurses. However, ethics have it that the nurses should conduct themselves competently (Roussel, Swansburg, & Swansburg, 2006). In this regard, the facility does not have sufficient evidence to suspend the nurse. The most sensible and practical action would have been to streamline the recording procedures. In so doing the nurses would fill in the MAR immediately after taking the narcotics. a) How should the testimony of the other nurses in the unit affect the outcome of this case? The rule of law should not be biased or discriminatory. In this essence, the testimony of the other nurses weakens the evidence/suspicions and the ground on which the institution has suspended the subject nurse on. These testimonies have shown that it is the institution that has created a loophole in the dispensation of narcotics hence it has become vulnerable to misappropriation. As such, if this nurse was to be suspended, then all the other nurses who testified to having recorded wrong

How Treating Employees Well Impacts Profits and Sales Research Paper

How Treating Employees Well Impacts Profits and Sales - Research Paper Example In light of this, this paper will investigate the rationale behind treating employees well to benefit an organization. Although there are several other factors to consider for an organization to maximize profits, people responsible for the management of organizational matters hold the highest value in moving towards the fulfillment of organizational goals. The rationale for Treating Employees Well There are several reasons stating why better treatment of employees results in improving job performances, as well as in maximizing profits and sales. In fact, a study conducted by Leblebici (2012) on the impact of workplace quality on employee productivity documented that an organization that treats employees well tends to have a creative workforce that not only contributes to the formation of strong organizational culture but also produces top results. For example, if managers of a company develop and implement an attractive compensation plan for employees, the result will be very positiv e for the company as employees will tend to work hard to achieve rewards and benefits included in the compensation plan. This will result in improved employee productivity, as well as increased sales and profits for the company. While talking about the reasons that make positive employee treatment productive for the achievement of organizational goals and objectives, let us talk about employee satisfaction which is one of the main factors having links with positive employee treatment and improved organizational performance. It is a fact that every employee wants to in an organization that understands the needs of employees and take effective measures to meet those needs. The level of employee productivity is usually high in organizations which respect the needs of employees and provide them with safe and flexible workplace environment. Employees highly contribute to the development of the organization as long as they feel satisfaction with the workplace environment provided to them by their managers (Leblebici, 2012). For example, in organizations where employee safety and benefits are considered critical for the development of organization, the level of employee performance goes high because employees become able to concentrate more towards work instead of worrying about their professional life and safety. Treating employees well not only increases organizational performance in terms of increased sales and profits but also draws more employees into an organization. For example, an organization that treats its employees well stands a chance of creating an organizational culture that creates a good picture of the organization. When this happens, employees and other stakeholders spread the word, and this encourages other potential employees to apply for positions available within the organization. It is a fact that employees do not like to work for an organization that has poor of its culture because of improper employee treatment, such as, lack of compensation plans and job insecurity (Leblebici, 2012). Employees do not apply for jobs within such organizations and try their luck with the organizations that are known for their employee friendly culture.  

Report Essay Example | Topics and Well Written Essays - 2500 words - 4

Report - Essay Example The following report is going to discuss two companies and their growth – Lazy Oaf Company and Bay & Brown Company. These two companies are major UK textile and apparel manufacturers. This report examines the growth prospects for the two companies trends in fashion have been listed at the close of the report. The aim and objective is to analyze the growth of the industry as a whole with the two companies presenting the model for growth behavior. A company with a vision to originate unconventional, vibrant outfits and frills was well established back in 2001 in East London. It initiated its work by printing t-shirts in a different style called â€Å"Screen Printed T-Shirts† This innovation got great appreciation and got famous in no time. The brand for its quality and uniqueness became reputable and spread its network in Japan, Paris and Italy. Creative designs and distinct style distinguish it from other brands. The company has mission to en light your day with it diverse product range, catering to all ages (Lazy Oaf Company, 2009). Witnessing the current economic downfall throughout the world the company has done remarkably well to maintain its place in the market by taking timely initiatives and launching campaigns and promotional offers that helped it securing its share in the market (Lazy Oaf Prices, 2009). The prices of products have been kept in accordance with the buying ability of masses, not to deprive them their right to buy quality brand. At this critical juncture the performance in terms of growth is uphill with innovation in Fashion stands as essential standpoint. A UK design studio that promotes exclusive compilation of ideas, print designs and notions fabricate for UK and various international fashion industries. Bay and Brown is playing a key role in boosting the image of the company all over the world in terms of setting a benchmark regarding the fine prints and designs famous for their innovation and cost effectiveness (Bay &

The role of mediation towards conflict resolution (with examples) Essay

The role of mediation towards conflict resolution (with examples) - Essay Example The paper tells that in the todays fast pace world of utter competition, in order to accomplish the goals and objectives, team working has become a necessity. The team or the group of people works towards a common goal where all the members are proficient enough to make decisions, solve problems, and share responsibilities. However, when one or more than one person works on a particular task or activity, discrepancies, inconsistent views or conflict is likely to occur generally. This is because every individual not only belongs to different backgrounds but also have lived diverse and dissimilar experiences in their lives, and thus, it leads to have diverse and dissimilar perceptions even when working on a common goal. In some situations, the conflict is nominal and may cause lesser amount of stress, however, in other cases; it might prove to have worse effects. Therefore, the understanding of the temperament and nature of the conflict is of great importance, which can lead to the con structive solutions as to how the conflict can come under resolution in a beneficial manner in order to improve the relationships that come under its affection. Studies reveal the fact that numerous causes can add to conflicts. In fact, when a person or a group of people comes under employment to perform a particular task that is contrasting to their needs or interest, conflicts is likely to occur. In addition, when the group of people has exclusive and independent behavioral preferences with respect to their mutual actions can also give rise to conflicts. A number of people do not have the ability or proficiency to communicate effectively and efficiently. Therefore, poor communication skills between people are also one of the prime reasons that can cause conflict. It has also come under observation that inadequate skills and knowledge are also one of the imperative contributors for creating a conflict amongst the people (Pahl,  Richter &  Rohrschneider, pp. 3-10, 2009). This is due to the reason that if a person in a group of people lack special skills or knowledge, the goals is unlikely to come under execution, which escalates the probability of conflict. The mentioned were few of the instances that can lead to conflicts amongst people, however, conflict resolution provides various solutions that can eliminate the differences between the people and improve or enhance their bond or correlation (Pahl,  Richter &  Rohrschneider, pp. 3-10, 2009). It has come to notice that culture plays a dominant, leading, and sensitive role in conflict resolution whether it is on a professional practice or in academic field. This can come under well understanding with the notion that in Western civilization, people in general opt for and promote open communication among disputants, solves their issues and outline agreements on a mutual basis that meet the principal and basic needs of both the parties. This means that the conflict resolvers make both the parties agree t o have a win-win situation where all the people under conflict get an equal satisfactory circumstance. A win-win situation is essential in the non-Western culture as well, but the way of resolving the conflict is somewhat different in nature (Avruch, pp. 24-27, 1998). However, while looking at the other end of the spectrum

Google's Organisation Culture, Power and Control Essay

Google's Organisation Culture, Power and Control - Essay Example The organisational culture and its characteristics have been discussed in details in this study. How the management of Google has been able to impart power and control over its employees through its organisational culture has also been discussed. The effects of the Google’s culture on its success and profitability have been studied. This study makes a critical analysis of the Google’s culture, and the negative impacts of this culture have also been discussed in this study. Organisational Culture at Google Google Inc. – An Overview Google Inc. is a US based company headquartered at Mountain View, California. It was founded in the year 1998 by Larry Page and Sergey Brin. They were students at Stanford University then. Google is specialised in online advertising and internet searching. It became a public company in 2004. The mission statement of Google is: â€Å"Google’s mission is to organize the world’s information and make it universally accessible and useful† (Google, 2012). Google’s Informal Culture Google is well known for its unconventional, informal, and distinct organisational culture. ... This results in Google trying to create an organisational culture which is innovative in nature so as to provide motivational incentives for its employees to achieve the goals and objectives of the company (Hierling, 2008, p.9). For Google’s employees, money is not as important as their passion to work for the company. Everyone enjoys and feels happy about working for Google. The employees of Google do not have to follow a dress code. It is observed that the employees move around the office on skateboards. The office space is decorated with bicycles and exercise balls. Comfortable furnishings are provided for the workers, and they work in small groups in the office. Even dogs are allowed to accompany the employees in the office. The Google’s workers enjoy their meals together at the cafeteria, where all varieties of foods are provided to them free of charge. Other refreshments in between meals are also available for the employees (You Tube, 2007). Therefore, this cultur e followed at Google also contributes to employee satisfaction. According to the needs and requirements of the company, the roles and responsibilities of the employees also change from time to time. Much of the organisational culture followed in Google is attributed to the thinking and philosophy of its co-founders, Larry Page and Sergey Brin (Jones, & Mathew, 2008, p.194). The thought power of the Google’s employees is given the highest priority. They are actually paid to experiment and create innovative ideas. They are also encouraged to take risks, even if the risk does not pay off. Such work environment is created inside Google that the mistakes made by its employees are considered to be learning tools used to

Impact of recently discovered hominins on the understanding of human Research Paper

Impact of recently discovered hominins on the understanding of human phylogeny and biology - Research Paper Example Scientists have called these early hominids as australopiths which is Latin for apes. Then starting around 2.3 million years ago, something curious happened. New hominids hit the scene, species that were subsequently christened homo, which is Latin for man. With the coming of these hominids, came the flattening of the snout and the shortening of the hook-like fingers of the australopiths, an evolutionary process that is assumed to have given birth to modern man (Homo sapiens). By approximately 1.8 million years ago, a species by the name Homo ergaster, which was about as tall as living humans, with stiff feet in its long legs that were only good for walking on the ground, hit the ground. Its brain on the other hand was only a third of our brain. This is how far the australopiths reached. What followed afterwards was the discovery of a group of species that were more man-like but with slight differences in their feature, species that have since assumed the name â€Å"Homo† whic h is Latin for man. A careful analysis of this narration reveals a missing link between the Australopiths (apes) and the homo (man). The big question that evolutionary scientist

The merits and draw backs of utilitarianism Essay Example for Free

The merits and draw backs of utilitarianism Essay What is utilitarianism? The greatest good of the greatest number. Simple. Or is it? In any real situation, there are many people involved; they will all be affected in different ways; there is no reason why the greatest number should receive the greatest good. What is usually meant in practice by that slogan is something like the following procedure for choosing between two or more actions. 1. Look at the state of life after each action. Look in particular at the level of happiness of each person in the various situations. 2. Add up, somehow, those levels of happiness in each case. 3. Compare the results. The one, which leads to the maximum total happiness, is the (morally) right one. The thing to notice about this is that it actually involves a lot of quite separate principles. I think it is fair to say that they are all part of the idea of utilitarianism. Someone who accepts some of them but not others may reasonably be called a utilitarian, even if they would see the procedure above as a vague outline. * Actions, as such, have no moral value. What matters is their effect on the state of the world. * In fact, the only aspect of the state of the world that has any direct moral significance is the happiness or misery of people. * In particular, only individuals matter. The only relevance of the state of a family is the effect it has on the individuals. * All people are, ethically speaking, equal, in all situations. One persons happiness is precisely as important as anothers. * It is possible to measure happiness, in the required sense, on some sort of linear scale. * It is possible to add up different peoples degrees of happiness, producing a meaningful total happiness. There is at least one important issue, which I havent addressed so far: You have to consider the entire future of the universe in order to make your decision. I shall consider the practical difficulties of this later; there is also a theoretical issue: we are presumably required to add up the total amount of happiness in a persons entire lifetime. So we need some sort of calculus for happiness! Utilitarianism has the awkward property of seeming entirely obvious to its proponents, and clearly wrong to its opponents. There are no ethical first principles, which are agreed on by everyone. On the other hand, there is a striking level of agreement about what is actually right and wrong. Of course, there are disagreements. But there is something pretty close to an agreement that (in most cases) murder, lying, rape and theft are bad, and that (in most cases) generosity, healing, truthfulness and loyalty are good. One obvious thing that these points have in common is that most of the universally agreed good things make people happy, and most of the universally agreed bad things make people sad. Furthermore, the actions usually reckoned to be the worst are often the ones that cause the most suffering. Rape, for instance, which causes lasting psychological trauma as well as involving physical injury, is generally reckoned to be morally much worse than theft. So, utilitarianism seems to do a pretty good job of giving the right answers. It seems clear to me that, all else being equal, something that makes me happy is better than something which doesnt. After all, thats one way in which I make decisions (although I wouldnt in such cases call them moral decisions). Since it seems plausible that all people are ethically equal, this means that anything that makes anyone happy is better than something which does not. This seems to lead naturally to something very like utilitarianism. However, what Ive explained as utilitarianism has a terrible problem: it does not support ethical points in certain cases. For instance, suppose that I could, by putting my grandmother through tortures, relieve a large number of people from one minutes toothache. No matter how small the amount of suffering from which each person is lifted of, and no matter how great the amount I cause to my grandmother, if the number of people is large enough then the total amount of suffering in the world will be decreased in this manner. Therefore I ought to torture my grandmother. This seems to me, unacceptable. This I see as a major weakness in utilitarianism. Of course, there are ways round this problem. For instance, we could model happiness and misery with a number system, containing values higher and lower in the sense that no multiple of one was as big as the other. So, we can get around that particular problem. But, there are others, though I wouldnt claim any of them as an actual rejection of utilitarianism. I shall take the utilitarian principles I listed above, and describe some objections to them. * Actions, as such, have no moral value. What matters is their effect on the state of the world. Is this really convincing? It doesnt seem so to me. If I kill someone, isnt there something very bad about that, even if the killing turns out to be right in terms of maximising utility? I think most people would agree that a killing of this sort would be evil. In fact, the only aspect of life that has any direct moral significance is the happiness or misery of people. Suppose I tell a lie about you to a friend of mine, who has never had and never will have any sort of interaction with you, and swear him to secrecy, this makes no difference whatsoever to your future happiness. Does that make it OK? It seems clear to me that it doesnt. Isnt there, in fact, something basically good about truth and bad about falsehood? Suppose I get enormous satisfaction from causing you minor but genuine unpleasantness. Does that mean that its right for me to do so? * In particular, only individuals matter. The only relevance of the state of a family is the effect it has on the individuals. * All people are, ethically speaking, equal, in all situations. One persons happiness is precisely as important as anothers. What about criminals? If someone is in the process of raping your wife, do you really have to consider their well being as carefully as your wifes in deciding how to go about stopping them? * It is possible to measure happiness, in the required sense, on some sort of linear scale. * It is possible to add up different peoples degrees of happiness, producing a meaningful total happiness. Is it obvious that different sorts of happiness are not easy to measure? How do you compare, the contentment person A has from knowing that his money in the bank is earning him piles of interest for his retirement, the wonder person B feels on looking at the starry sky, the thrill person C has when listening to her favourite piece of music, person Ds enjoyment of an evening listening to a stand-up comic, and so on? And how do you weigh those up against person Ps toothache, person Qs unhappy marriage? I dont know thats for sure. Lets pretend that all those problems are resolved, and that I believe that utilitarianism is correct. I now have a decision to make; for instance, I have to decide whether to cycle home in the dark without lights or to be late home. This is a trivial example; it should be easy to work it out. Not easy at all. I have to work out the entire future of the whole universe, to work out exactly how happy each person is in each case and for how long, and add it all up. Good grief! In practice, what the utilitarian recommends is entirely different. I should make guesses as to the likely effects of the actions Im considering, estimate the ends levels of happiness, and do the best I can at adding them up in my head. Anything more is impossible, and in any case I cant be blamed for things I cant predict. Id now like to suggest that there are merits to utilitarianism, despite its drawbacks. The first point is one Ive made already: utilitarianism does a pretty good job of giving answers to ethical questions. Most of us are capable of guessing what will happen if and imagining others responses to situations. Also considering the greatest good of the greatest number can be an effective way of defeating prejudices and selfishness. This ethical harmony is, after all, quite close to such principles as Do to others as you would have them do to you and Love your neighbour as yourself. Lastly, I think any theory of ethics has to acknowledge that happiness and suffering are in themselves good and bad. This is why utilitarianism does as well as it does. But clearly happiness and suffering, pain and pleasure, arent the whole story.

Integrated Marketing Communication of Dove company

Integrated Marketing Communication of Dove company In the early 40s Dove shaped the formula for the future Dove bar, the brands first mild soap. It is then refined into the Dove Beauty Bar. In 1957, the product is launched onto the market. The latter meets a quick success and is rapidly recommended by skin specialist. Thanks to its inner qualities, the soap sales helped Dove to become a leading brand on the cosmetics market. In 1990, Dove launches its Beauty Wash Cream. Since then, Dove has not stopped in extending the range of its products, including for men. Traditional Target Market: Broadly target segment is women between 16 and 50 years old. Core target is working women between 25 and 40 years old. They generally come from middle and upper-class. What is very important is that they should be from all shapes and sizes. We will go through this point further in this document (cf. Real Beauty Campaign). Competition: Although Dove is a leader on its niche market, the brand faces direct (Olay, Palmolive, Safeguard, Garnier, Belo, Likas, Silka) and indirect competition (Body wash, 3 in 1 soaps and so on). A very important strength related to Dove is that the brand benefits from Unilever huge distribution network. Dove outsells all other skin care bars. For instance, over one billion showers are taken using Dove products in the US each year. As a consequence, Dove has become number one in beauty soap niche. Main Channels of Communication: Website Video (You Tube, à ¢Ã¢â€š ¬Ã‚ ¦) TV commercials Social networks (Facebook, Twitter) Billboards Dove Global Strategy Evolution: An Overview Before: Worlds largest producer but no unified global identity Brands managed in a decentralized fashion Years of slow performance Lack of sound corporate strategy Numerous low-volume brands Small global presence compared to competition Mediocre performance in emerging markets NOW FUTURE PLANS: Reduce portfolio to 400 core brands Path to Growth initiative Concentrate on product innovation to fuel internal growth An initiative to create an overall umbrella across all Unilevers brands Path to Growth Initiative: a five-year strategic program Go from 1600 to 400 brands Select Masterbrands, mandated to serve as umbrella identities over a range of product forms Develop a global brand unit for each Masterbrand. Simply put, marketing strategys main objective is based on the following: Bring top of mind awareness through every adapted channel. In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognise that beauty comes in all shapes and sizes .UNILEVER website Marketing Strategy Plans: A focus Continuously evolving the campaign Effective advertising Cross-selling possibilities Strong emotional touch Unconventional communication strategy Risks In The Future: A brand for fat girls Undermining the aspiration of consumers The objectification of women and the risk of being rejected by feminists Copy by the competitors Sustainability of campaigns in the long term Risk of exposure in social medias ******************************************************** DOVE Brand Positioning, Brand Concept Brand Extension Dove Soap Brand Positioning Soft, caring mild soap Brand Concept Makes women realize the beauty in themselves Brand/ Line and Category Extension Brand Extension in multiple categories like Shampoos, Deodorants, lotions etc Dove Shampoo Brand Positioning A mild shampoo which repairs hair damage Brand Concept Focus on Repairing damage hair Brand/ Line and Category Extension No brand extension; though various variants available Dove Body Wash Brand Positioning A Body Wash that makes you feel hydrated and fresh after a bath Brand Concept A Moisturizing Body wash to avoid the dryness of skin occurring due to use of conventional soaps Brand/ Line and Category Extension None Dove Anti-Perspiring Deodorant Brand Positioning Deodorant for women to help skin recover from underarm shaving Brand Concept Mild Deodorant having good fragrance and good for skin Brand/ Line and Category Extension No Brand extensions, though variants available in Market Dove Body Lotion Brand Positioning Body Lotion for dry skin Brand Concept Moisturizing body lotion Brand/ Line and Category Extension No Brand extensions, though variants available in Market ******************************************************** KEY MARKETING ISSUES PERSONAL CARE CATEGORY Multiple categories too many products: As mentioned earlier, personal care category itself is divided into multiple sub categories. It is increasingly getting difficult for the customers to choose the right product due to too many options available in the market. It has been observed during the testing stage (Consumers are given the samples to use and give feedback) that the consumers do not even able to make out by using the product if they are using hair conditioner or skin conditioner (Source: Lecture delivered by an HUL business head in IIM C). Intense competition: Personal care category has grown at a very rapid rate in the past few years with increasing competition. Major players consist of HUL, PG, JJ, Emami, Gillette, Fiama Di wills, LOreal, Revlon, Benckiser, Avon, Amway, Oriflame, Cavinkare and so on. A category that has such a large number of players operating at the same market place makes it difficult for the brands to sustain in the market and in the minds of the customers. Complex product composition: Product composition is getting complex and complex with every other product innovation. Customers in this category are very sensitive towards the fact if the product is good for their body or not, if it is made of natural ingredients or harmful chemicals. They are also not able to decide as to which product fits for which requirement. Companies are facing a challenge as to how can they best educate the customers about the product and its usage. Word of Mouth effect: Products recommended by friends and family members (word of mouth advertisement) has great impact on the consumption pattern of the consumers. They find it easy and trouble-free to switch from one product/brand to other if someone has used it earlier and is suggesting the same for them. Shift in the target group: Personal care category is divided into two segments Premium segment Popular segment. Premium segment caters to the need of mainly the urban target group whereas Popular segment mainly addresses the need of the rural target group. Till 2002-2003, Personal care products, except those in oral care category, were regarded as luxury items, and attracted a high excise duty of 120%. But the taxation reforms in India after 1991 have lowered the excise duty rates that make these products more affordable. The impact of this is that there has been a drastic shift in the consumption pattern in personal care category with a major shift from urban to rural markets. One more reason that strengthens the above stated fact is that the research shows that the urban markets for personal care products is getting saturated and all the future opportunities lies in the rural markets only. Wide price range: Price range in this category is too wide and so it causes the problem of Value for Money for the customers. It becomes more crucial for the companies to position its brand carefully so that the perceived value of the brand matches the customers (targeted) willingness to spend the stated money. Distribution problems: With competition shifting from urban markets (reachable) to rural markets, companies having better distribution system have an advantage over its competitors. BRAND DOVE Any brand in the personal care category would face the above stated marketing issues but may be to a different extent depending on the fact whether it lies in the premium or the popular segment (explained above). Some of the major marketing issues faced by the brand DOVE are mentioned here as: Threat of Brand Erosion: With lot of sales promotions happening with the brand like 1+1 free, there is a possibility of brand value erosion. With the brand now priced at Rs 28 (Lower end), the price has somewhat become reasonable. This might erode the premium nature of the brand and might obscure Doves brand positioning as well. Dove/Axe Case: Brand conflict arising due to portrayal of women differently for its two brands by Unilever had created some doubts in the minds of the customers. Axes portrayal of women as thin, young and often suggestively dressed, along with its use of text and slogans utilizing sexual innuendo, made Doves real beauty message seem untrue. Value for Money problem (Indian context): It has been observed that Indian customers take into consideration the notion of value for money even while purchasing the premium products. Dove (soaps mainly) has been seen as the least lasting soap amongst all the soap varieties available in the market. As such it usually does not last enough (partly because of typical Indian bathroom habits). All this has reduced the value proposition for the brand. Multiple products under one Umbrella Brand: Originally Dove was launched in the soap category and later the brand covered a variety of other products including hair care, skin care, deodorants etc. Dove might find it difficult in the long run to adhere to its brand promise for all the products. Any one product under the umbrella brand Dove if goes wrong in the market, might greatly affect the overall brand image as well. ******************************************************** ANALYSIS OF MARKETING COMMUNICATION Doves  Campaign for Real Beauty  has been one of the most talked about campaigns, earning praise from people in the advertising world, as well as from real consumers for representing something different to the typical fashion advertising. The  Dove Campaign for Real Beauty  is a worldwide  marketing campaign  launched in 2004 that includes advertisements, video, 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. This campaign featured regular women (non-models) who were beautiful in their own way and did not fit in with the idealized images of models, super-models, and celebrities. Dove is a classic case of consistency especially in a country like India where people have come of age in terms of affluence. The campaign, also, focused on highlighting the functional benefit of the product. The process is two-pronged, comprising conviction and proof. Thus, the campaigns showed the performance of the product on the face, which was quickly followed up by testimonials from real people. CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry. The CFRB is currently focused on how girls are today bombarded with unrealistic, unattainable messages and images of beauty that impact their self-esteem. The campaign launched in September 2004 with a much talked about ad campaign featuring real women whose appearances are outside the stereotypical norms of beauty. The ads asked viewers to judge the womens looks. The second phase kicked off in June 2005, with a advertisement featuring six real women with real bodies and real curves (thats what the ad mentioned). Continuing its ongoing commitment to widen the narrow definition of beauty, Dove launched the third phase in February 2007. The campaign Beauty Comes of Age celebrates the essence of women 50+ wrinkles, age spots, grey hair and all. The campaign returned $3 for every $1 spent. Advertisements: The early part of the campaign was mainly driven by TV ads, and billboard ads.  All the TV commercials resonated with the brand message that Real beauty comes in all shapes, sizes, and colours. The Dove ads  are creative and get the consumers attention.   It uses a softer communication style. Its tells women that its time to be comfortable in your own skin. It has even been running roadblocks across channels like Star and Zee, where it bought out all the commercial advertising time on an exclusive basis.   The soaps advertisements are very timely. The Real Beauty models have also received their share of the spotlight appearing on numerous television programs including Oprah, The Today Show, The View and CNN.   Videos/Films: Dove started the Dove Self-Esteem Fund that claims to change the Western concept of beauty from ultra-thin models with perfect features to making every girl (and woman) feel positive about her looks, no matter what they are. In an effort to promote the Fund, Dove ordered a series of highly-successful online-based short films promoting the self-esteem concept, which to date includes  Daughters  (which also aired as a 75-second television spot during the  Super Bowl XL),  Evolution  (which went on to win a number of honours, including two  Cannes Lions  Grand Prix awards),  Onslaught, and  Amy. For e.g. Onslaught is a new viral film that depicts the constant barrage of beauty images that girl absorb every day. Both visually and emotionally powerful, the film is a wake-up call for anyone concerned about the factors that impact self -esteem in young girls. Workshops: Dove conducted a series of self esteem workshops and provided new online self esteem tools for mom and girls. This was done to help girls, moms and mentors realize what they see in movies and magazines represent an unrealistic standard of beauty, not an everyday achievable look. Internet Media: The CFRB site, www.Campaignforrealbeauty.ca, houses a variety of tools for improving self-esteem in girls. Visitors can access new self-esteem building tools, take part in interactive self-esteem activities and join self-esteem discussion boards. They can also learn how to lead in self-esteem workshops and read articles by leading self-esteem experts. Since the websites launch, nearly 4 million people have logged onto the website. Dove is getting smart about social media, using it to drive even more interest online in the central theme behind the entire campaign.   One of the most popular videos on YouTube right now is Doves Evolution of Beauty, a video also posted on their website.  About 12,077,157 have watched this ad on YouTube till date. This is the new wave of advertising one where ad agencies maintain their niche for developing creative video advertising, but media buying groups are the ones left out.      Sales Promotion: Doves initial price was around Rs50 that put off even the premium customers. With lot of sales promotions happening with  the brand like 1+1 free , the price has somewhat become reasonable. ******************************************************** CRITICISM OF THE MARKETING COMMUNICATION No doubt the Dove campaign has been one of the most successful one in recent times. However, lot of criticism does surround the campaign. As part of this campaign, in 2006, the campaign has been criticized on the grounds that Unilever also produces Fair and Lovely, a skin-lightening product marketed at dark-skinned women in several countries. It should be noted that Fair and Lovelys advertising campaign would seemingly contradict the sentiment of the Campaign for Real Beauty. Another argument can be made concerning the models themselves. While Dove chose to stay away from professional models, they also clearly chose models that  are still pretty. If one looks closely at all of these women, their hair is perfect, their teeth are white and they have relatively flawless skin (no visible scars, bruises, pimples, etc). These women are as over-processed as any other model, in fact many belief that they are subject to digital retouching and airbrushing in order for them appear this way. Their advertising campaign fails because they are not being direct, clear and concise with their message. While sales promotions are necessary to increase sales, there is a possibility of brand value erosion. The critics state that the brand does not fit into the value for money proposition for the Indian consumer. It is a truth that Indian consumer looks for Value even in premium products. Dove has a negative point in that the soap usually does not last enough (partly because of our bathroom habits). This has reduced the value proposition for this brand. The campaign had created a Self Esteem Fund and was showcasing real beauty as opposed to airbrushed images, but still they are selling firming cream in some of the ads using the same brand name (brand extension). They are now playing on the insecurities of the target group. This was not what the brand initially believed into. Hence, this portrays a negative image of the brand and creates a perception that Dove is now not commitment to Real Beauty cause. ******************************************************** DOVE: Brand Perception Connect with the Market Brand perception gives what a consumer feels and expects from a brand. The perception of a brand by a customer can be understood as the positioning that product has in the consumers mind. The positioning that Dove has is that of being mild on the skin. It basically protects your skin and hair. To understand the brand perception, primary and secondary data were used to derive the positioning of Dove with respect to its competitors. This has been done for 4 major categories of products of Dove: Shampoos, Soaps, Deodorants and Body Lotion. Shampoos: The positioning of Dove with respect to competitors on features of Protection offered to the hair and Style Quotient of the product was mapped. Here we can see that Dove is clearly positioned as a safe shampoo for hair care. The mildness of the shampoo is given more stress than the style quotient. This also matches with the concept of Real Beauty that they pursue. It is more important to have a natural look stylish at the cost of health of hair. Soaps: The positioning of Dove with respect to competitors on features of mildness of the product on skin and Style Quotient of the product were mapped. Even with soaps the image of Dove is persistent as being very mild and hence good for the skin. The moisturising nature of the soap is given more emphasis than the cleansing or glamour property of the soap. Deodorants: In the category of deodorants, Dove has been compared to the other brands on Fragrance and Price. A feature not discussed is the moisturising effect of the deodorant, which is one of the differentiating features for Dove. Here we can see that Dove doesnt have that clear a positioning with respect to other competition brands in terms of Fragrance and Price. But Dove uses a positioning similar to that of the category soap in deodorants too. The moisturising aspect of the Dove deodorant is the differentiating feature that Dove offers. This again is in line with the overall perception of Dove being mild on the skin. Body Lotion: The positioning of Dove with respect to competitors on features of moisturising effect and price were mapped. The consistent image and characteristic which Dove maintains in other categories, naturally held on in this category. Dove Body Lotion is perceived as a brand with very good moisturising effect. It is also perceived to be on the higher price side compared to a competitor who provides similar quality of product. The overall brand perception which Dove maintains in all its categories is that of a mild and gentle product which keeps you naturally clean and fresh. ******************************************************** DOVE: A Comparison with Its Competitors SHAMPOO DOVE Garnier LOreal Paris Positioning Strategy Lifestyle product mainly targeted at teenagers and young girls- middle and upper socio economic class- nature based innovative personal care Focused towards young working women who earn their own money Entered with hair dresser industry- rely more on International campaigns Brand Image Long and Strong hair- 5 Times stronger Hair which takes care of the hair Total repair therapy- Premium brand Brand/ Line and category extension Garnier hair color shampoo- for middle aged women (Daughter advising her mom to use it), Garnier Shampoo + Oil blend LOreal kids shampoo SOAP DOVE Johnsons Baby Soap Camay Handmade soaps- Like Lush PositioningStrategy Focused Baby, and then also included small kids. Recently to kids mothers as well Positioned as white, pure soap for women initially. Later moved from just beauty to beautiful complexion at every age. Latest: Camay Bar- face wash in a bar Positioned as healthy and environmental friendly soaps. Use sensory marketing strategy along with funky names to create the buzz Brand Image Medically tested soap for young skin Rich creamy affordable soap Natural and relaxing but highly expensive Brand/ Line and category extension Various variants available Chocolate, glitter and menthol variants Into various other products in skin and hair care BODY WASH DOVE Lux Palmolive Neutrogena Positioning Strategy Focuses on silky soft skin Focus on giving Natural Spa like experience Focuses on refreshing and gentle formula to fight breakouts in your skin BrandImage Nice fragrance and smooth body wash in an affordable range Scented and refreshing body wash- for upper socio economic segment Alternative to medicated prescriptions; works for minor acnes as well Brand/ Line and category extension 7 Variants available; recently Friday night Fever Natural moisturizing, thermal Spa, Aroma Deep clean sport body wash; Men body wash BODY LOTION DOVE Nivea Vaseline Ponds Positioning Strategy Focused as body lotion present to suit different needs for different weather Initially focused as lotion for rough skin during winters with natural oils- now positioned as one for each season lotion Positioned as deep moisturizing winter lotion Brand Image Long lasting moisturizer lotion Natural glowing and moisturizing lotion An affordable non greasy lotion Brand/ Line and category extension Sun kissed firming lotion, body lotion for men Aloe Vera and healthy white Ponds dream flower lotion ANTI PERSPIRANTS DOVE Nike Fa Rexona Positioning Strategy Sporty deodorant for both the sexes Towards young women- Feel good freshness First anti Per spirant to be launched; Round the clock protection; Indian values with International feel- positioned at both the sexes. Brand Image Highly premium brand: more of a style icon Dry and clear ; Mild but efficient deo giving 24 hour protection Deodorant for controlling excessive perspiration Brand/ Line and category extension Various variants available FaXtreme for men From contact Stick to aerosol sprays; 5 variants for women and 2 for men ******************************************************** Recommendations for Brand DOVE Brand Re-vitalising The brand positioning of Dove clearly pits it at a target group of 25 to 40 years old, and thus, over the past sometime, and thus old.oning of Dove clearly pits it at a rag1919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919has been perceived more and more as a brand for the older women. Brand Dove should start expanding its target age group and aim at younger women in the category of late teenagers, college-goers, and young professionals. The strategy should be aimed such that it signifies a story of parents passing on a caring secret onto their daughters, and should maintain the core idea of the positioning that of playing on the consumers idea of real beauty and making them secure and confident. This positioning fits in line with the strategy of increasing the target demographic because such insecurities of real beauty and skin-deep beauty are all the more relevant in that age group. The caveat with this is that the communication campaign should not be perceived as an expansion of the target group from older women to women of all ages. Instead it should be such that Dove is perceived as revitalising itself into a more youthful, edgier and playful brand while retaining its sophistication and elegance, to become a brand that makes older women feel young again. Digital Space Considering the wider target group, Dove would need to change its communication strategy as well. The fact that Dove should be looking to tap into the urban and youthful segment a segment extremely active on the digital media (especially the social media) the entire digital campaign gains centre stage. This becomes all the more important as even the housewives are becoming increasingly internet friendly. With this in mind, and the new youthful edginess of the brand, the website would need to be redesigned and the brands entire communication online would need to be made more youthful by incorporating online tests (which can help women identify their body type, or hair type, or better still, with customised suggestions based on the answers provided) and tips for women (in the various stages of their lifecycle).Coming up with a forum with the theme of Real women, to express Real problems where women can get together and discuss their issues bodily issues (acne problems, hair fall etc .), with professional tips coming in at times as well. Women, especially in India, would be reluctant to talk openly about most cosmetic issues. This forum would act as a support group, where they could post anonymously if they chose to, and give and receive help from other women. This would boost Doves image as a trusted brand that genuinely cares for the everyday concerns of real women. Packaging Currently, the packaging of Dove is such that the different variants of the brand be it in the category of shampoos or soaps, but notably less so in the category of anti-perspirants are not very clearly distinguishable. This means that a Dove Crà ©me is hardly distinguishable from Dove Fresh Moisture and it, in turn, seems hardly different from Dove Gentle Exfoliating. The uniformity in colour a large portion with cream background, under a subtle Greyish or Light Blueish logo and text makes the different variants hardly attract the eye. Changing the packaging by changing the colour or the shape, would further add to the change in positioning from mild to one of elegant and edgy youthfulness. Also, in a retail store, the plain colours of Dove easily camouflage with the background and whenever it does catch the eye, it looks like a product fit more at a chemists store. To change this, Dove can make the bottles transparent or, as is the case internationally, choose colours which ar e visible yet elegant like Royal Blue or feminine Lavender. ******************************************************** REFERENCESà ¢Ã¢â€š ¬Ã‚ ¦ Primary Research: http://www.surveygizmo.com/s3/412900/Brand-Image http://en.wikipedia.org/wiki/Perceptual_mapping Chapter 6 Consumer Perception from Avinash Kumar http://marketingpractice.blogspot.com/2006/07/dove-mildest-one.html http://www.docstoc.com/docs/22818236/Dove-and-Axe-Examples-of-Hypocrisy-or-Good-Marketing http://www.allbusiness.com/marketing-advertising/4211506-1.html How sincere is  Dove? Univelvers and Doves official website http://video.google.com/videoplay?docid=1731400614466797113# http://rohitbhargava.typepad.com/weblog/2006/10/doves_evolution.html http://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty http://www.campaignforrealbeauty.com/ http://www.mediaawareness.ca/english/resources/educational/teachable_moments/campaignrealbeauty.cfm Le journal du Net Marketing Magazine http://www.hul.co.in/brands/personalcarebrands/ http://marketingpractice.blogspot.com/2006/07/dove-mildest-one.html