M3D1 Dove: Campaign for Real Beauty

When preparing for your discussion post on this case, it is recommended that you read through it several times.

Read through it the first time to familiarize yourself with the prompt.

On the second reading, consider your assigned role in the situation, and let that guide your perspective.

Look deeper at the details: facts, problems, organizational goals, objectives, policies, strategies.

Next, consider the concepts, theories, tools and research you need to use to address the issues presented.

Then, complete any research, analysis, calculations, or graphing to support your decisions and make recommendations.

BACKGROUND

The Dove Campaign for Real Beauty focused on women’s relationship with beauty and self-worth. Based on a report in 2004, Dove used the findings to launch an ad campaign using posters and billboards to challenge the concept of beauty. In the short video, Dove Evolution

 (Links to an external site.)

 (Video file, 1 min 14 sec), you can see the transformation of one plain woman into a beauty using make-up and technology. The concept in the

Every Girl is Beautiful 

 (Links to an external site.)

Image

(Video file, 49 sec) video was conceived after Dove management attended an off-site meeting and filmed their own daughters discussing their self-esteem challenges. In this case study, you will explore the value of connecting with an audience on a very personal level and in a way unrelated to the standard product value proposition.

PROMPT

You have been given a new beauty products account by your company’s marketing Manager. The Manager tells you that the company wants the marketing strategy to model the Dove Campaign. Read the Case Study: Dove Campaign for Real Beauty

 (Links to an external site.)

 and watch the videos Dove Evolution

 (Links to an external site.)

 (Video file, 1 min 14 sec) and

Every Girl is Beautiful

 (Links to an external site.)

Image

(Video file, 49 sec). Draft a memo to the Manager addressing the following questions.

Tasks:

In the discussion forum, answer the following:

How did the Dove campaign connect with the target audience and how would you evaluate the overall effectiveness of that strategy?

Did the campaign show an awareness of consumer behavior and the role of motivation? In what ways and how did that shape the development of the strategy?

In response to your peers, take on the role of their Marketing Manager. Do you feel their recommended marketing strategy will produce the same results as the Dove Campaign? Why or why not? Support your answers using relevant, scholarly resources and citations in APA format. Responses should comprise 200-600 words.

Support your answers using relevant, scholarly resources and citations in APA format.

Responses should comprise 200-600 words.

References

Datamonitor. (2005). Dove campaign for real beauty case study: Innovative marketing strategies for the beauty industry

 (Links to an external site.)

. London, United Kingdom: Datamonitor.

Consult the Discussion Posting Guide for information about writing your discussion posts. It is recommended that you write your post in a document first. Check your work and correct any spelling or grammatical errors. When you are ready to make your initial post, click on the “Reply”. Then copy/paste the text into the message field, and click “Post Reply.” 

To respond to a peer, click “Reply” beneath her or his post and continue as with an initial post.

Evaluation

This discussion will be graded using the discussion board rubric. Please review this rubric, located on the Rubrics page within the Start Here module of the course, prior to beginning your work to ensure your participation meets the criteria in place for this discussion. All discussions combined are worth 20% of your final course grade.

Links:

Web Video

D1: Managing Creeping Scope

Determining and managing the scope of a project is one of the most important tasks in project management. As a project manager, it is important to understand when the scope of a project is changed due to additions or deletions to the planned work, delays, shortages in staff and budgets, or because of customer changes.

Upon completion of this discussion, you will be able to monitor and control the project scope and schedule and deal with ethical issues that might arise concerning time management.

It is the project manager’s responsibility to ensure that the requirements of a project are met sufficiently. While projects are handled differently in different industries, managing scope creep is essential in all industries. For example, the healthcare and nuclear industries may have projects that can never have change to the scope due to the sensitivity of the project. In other industries such as construction or machining, the project may have an acceptable tolerance range that allows for some minor changes in the scope of the project.

Benefits of proper scope management include project team confidence in work expectations, time and cost management, and improved management confidence in the PM and the project team. Because each project is different, it is essential for PMs to identify tools and techniques that they can use when they encounter issues on projects.

Respond to the following:

As a project manager, how will you ensure that the work completed by your team will meet the project scope requirements?

Share a potential ethical dilemma that might arise while managing a project. How will you ensure that you and the team respond to the dilemma ethically and that all team members have the same idea of “what is ethical” behavior in the given situation?

What approach will you use when asked to change the scope of a project by upper management, customers, and other stakeholders? Will your approach be the same for all or differ by group? Justify your answer.

Consult the Discussion Posting Guide for information about writing your discussion posts. It is recommended that you write your post in a document first. Check your work and correct any spelling or grammatical errors. When you are ready to make your initial post, click on the “Reply”. Then copy/paste the text into the message field, and click “Post Reply.” 

To respond to a peer, click “Reply” beneath her or his post and continue as with an initial post.

Evaluation

This discussion will be graded using the discussion board rubric. Please review this rubric, located on the Rubrics page within the Start Here module of the course, prior to beginning your work to ensure your participation meets the criteria in place for this discussion. All discussions combined are worth 15% of your final course grade.

Student 1:

Good morning class,

As a project manager, how will you ensure that the work completed by your team will meet the project scope requirements?

Project scope is the process whereby a project is defined and prepared for execution (Aibinu & Fageha, 2013). Defining project scope early in the process using input from all stakeholders will be the basis of how I would ensure that the work completed will meet the requirements. As the project manager, I will work with the other decision makers (customer, management, etc.) to develop a well-defined project in a manner that reflects stakeholders’ expectations and builds upon the benefits of their input. The purpose of project definition is to provide adequate information that is needed to identify the work to be performed to meet the project requirements. Everyone will have the opportunity to voice their opinion pertaining to the project, so that nothing nor anyone is excluded.

Share a potential ethical dilemma that might arise while managing a project. How will you ensure that you and the team respond to the dilemma ethically and that all team members have the same idea of “what is ethical” behavior in the given situation?  

Responsibility is an ethical dilemma that might arise while managing a project. Rather it’s accepting or assigning responsibility, the project manager is ethically bound. The project manager must do what is always in the best interest of the project. As the project manager, I’m ultimately responsible for the project’s success or failure. If a mistake is made or a timeline missed, I must be able to hold myself and team members accountable. I will have open and honest communication with the staff to build trust and camaraderie. I will accept responsibility as well as assign responsibility without fear or favor. To be accountable and to be able to hold others accountable is a very important aspect of influencing project outcomes and learning from them.  and it is the project manager’s job to assign responsibility where necessary. I will ensure that the team members know that ethical choices benefit all of us by diminish risk, advance positive results, increase trust, determine long term success, and builds our reputations.

What approach will you use when asked to change the scope of a project by upper management, customers, and other stakeholders? Will your approach be the same for all or differ by group? Justify your answer.

My approach will remain the same; however, my answer may differ when asked to change the scope of a project by upper management, customers, and stakeholders. My approach will be referring to the change control process identified in the defined project scope, submit a change request form, and update the change tracking sheet. The first thing that I would do is refer to the defined scope at the beginning of the project to verify what was included and excluded, and to reference the change control process. I would then ensure that I have a clear understanding of the requested change and determine how the change will impact the project. A scope change may be deemed necessary due to new discoveries, outside circumstances or internal changes in the business. If the project must change, we will utilize the change control process and keep a log of all project changes. However, as the project manager it is my responsibility to avoid negative scope creep. Scope creep is the tendency for the project to expand overtime, normally adding cost and project delays. If the change is going to be detrimental to the project, then I must say no and explain my reasoning.

References

Aibinu, A. A., & Fageha, M. K. (2013). Managing project scope definition to improve stakeholders’. Crete: World Congress. Retrieved from Procedia – Social and Behavioral Sciences: http://www.sciencedirect.com/science/article/pii/S1877042813004679

Larson, E. W., & Gray, C. F. (2021). Project management: The managerial process (8th ed.). New York: McGraw-Hill Companies, Inc.

Shouche, S. (2008, March 3). Ethical project management. Retrieved from Project Management Institute: https://www.pmi.org/learning/library/ethical-dilemmas-project-management-7084

Student 2

 Projects of any variety need a working paper for guidance, which should provide direction.  What may be the hardest aspect is to stay on target as a project manager and the best methods to apply.  Project scope requirements provides a summary on what is necessary for steps of completion (Larson & Gray, 2021).  Objectives, deliverables, technical necessities, and milestones may be some of most known aspects of project scope.  Work Breakdown Structure (WBS) helps manage reports communication, and meeting schedules.  When a project manager has a well-defined project scope, as well as WBS, the lifeline of the project feeds team members information to know expectations.  Team members that understand workflow may find great project chemistry, which can foster interpersonal relationships that potentially enhance project performance (Nicolini, 2002).  As a project manager, aligning scope, WBS, and a great work environment keeps energy flowing to the point of project closure.

Ethical behavior in a project can make or break project workflow if not addressed when setting expectations.  Kantian ethics, from a personal viewpoint, fits well because a project needs to be for the greater good while emphasizing personal accountability (Scharding, 2019).  A code of conduct could be interwoven within the project needs—in short, reporting will be required on how resources and cost are utilized for the project for transparency.  When thinking about ethics, this does not guarantee that all project team members will have the same level of ethical understanding; however, the right project environment will not have to contend with as much dissension due to greater development of shared group accountability (Scharding, 2019).  From reflection on other projects, honest communication is expected and if it were found to be nonexistent, the issues are addressed immediately for project continuance.

Project scope could face potential change by comments from customers, stakeholders, or management.  As a project manager, any information that may affect deliverables or closure of the project must be noted.  The response will be different among parties because of unique perspectives that can affect direction of the whole project.  The approach is simple, constant communication among all parties and recommendations makes sense for the success of the project, adjusting objectives as necessary if it affects desired deliverables positively.

References

Larson, E. W., & Gray, C. F. (2021). Project Management: The Managerial Process (8th ed.). New York: McGraw-Hill Education.

Nicolini, D. (2002). In search of “project chemistry. Construction Management & Economics, 20(2), 167-177. Retrieved from https://doi.org/10.1080/01446190110101217

Scharding, T. (2019). Individual Actions and Corporate Moral Responsibility: A (Reconstituted) Kantian Approach. Journal of Business Ethics, 154(4), 929-942. Retrieved from https://doi.org/10.1007/s10551-018-3889-z

D

iscussion post 2

Student 1:

1.How did the Dove campaign connect with the target audience and how would you evaluate the overall effectiveness of that strategy?

The dove campaign connected with their audience by launching their Real Beauty Campaign, the goal being to change the perception of what “traditional beauty” looked like. Through collecting data, they realized that an overwhelming number of women did not feel represented in their advertisements. Dove released a series of billboards featuring a variety of women. They wanted the ad to connect with its consumer and separate themselves from other beauty brands by showing that they understand that the world of advertising can be an illusion. Dove wanted to also show that they would not be apart of this illusion but instead show you real women who looked like you and are still recognized as beautiful. The consumer in turn received Dove’s message and embraced the product based on this powerful advertising, it was all about acceptance of yourself no matter what you look like on the outside. I believe this message to be very effective, especially in the world of beauty and beauty brands. They have fully embraced this whole movement and the evidence can be seen in the initiatives and the funds that they have set up to go along with the campaign.

2.Did the campaign show an awareness of consumer behavior and the role of motivation? In what ways and how did that shape the development of the strategy?

I believe the campaign did show an awareness of understanding consumer behavior. The original idea was to show how multi-dimensional women can really be when it comes to beauty. They actively conducted a survey and found that almost half of the women surveyed would not use the word beautiful to describe themselves. The ad’s that they were surrounded by were filled with women who didn’t look like them or had an image that was unattainable. I think this shaped how they unveiled their Real Beauty Campaign. The signs were there that women were ready for a change.

References:

Datamonitor. (2005). Dove campaign for real beauty case study: Innovative marketing strategies for the beauty industry.  (Links to an external site.) London, United Kingdom

Shelly Branch and, D. B. (2005, May 19). Does reality sell beauty?; to appeal to more women, advertisers adjust the pitch; suds fly over dove campaign. Wall Street Journal http://vlib.excelsior.edu/login?url=https://www.proquest.com/newspapers/does-reality-sell-beauty-appeal-more-women/docview/399007193/se-2?accountid=134966

Student 2:

M3D1 Dove: Campaign for Real Beauty

            Businesses can promote more efficiently when they understand who their target audience is and how to reach them. While it is critical to reach as many people as possible, and while it may appear that focusing only on particular group of the population is restricting, you must personally reach potential consumers directly.

            Beyond presenting a notion of beauty equality, the Dove commercial had a broader influence. In the first decade of the campaign, Dove’s sales increased from $2.5 billion to $4 billion (Zed, 2019). Dove bars became the most popular soap brand in the United States and Unilever’s best-selling product overall.

            As far as the connection goes, I believe Dove definitely had a connection with their target audience. “Research Psychologist and body image specialist, Professor Phillippa Diedrichs noted that, “dozens of scientific researches have proven that social media may negatively impact body confidence, mood, and self-esteem” (Jenkins, 2021). The foundation of Dove’s Real Beauty Campaign, which included advertisements with non-professional models who questioned the notion of the beautiful woman. When our basic needs are met, other needs, like social needs, become important (Marshall & Johnston,2019).

            When the cause is meaningful, cause marketing initiatives are significantly more effective. Dove opted to address false images of beauty and their detrimental impacts on women after research revealed that just 2% of women globally would consider their appearance as lovely. Dove’s goal in capitalizing on the beauty backlash was to elevate the topic from the private to the public sphere, initiating a worldwide discourse between all women.

Reference

Datamonitor. (2005). Dove campaign for real beauty case study: Innovative marketing strategies for the beauty industry (Links to an external site.)

 (Links to an external site.)

. London, United Kingdom:Datamonitor.

Jenkins, B. R. (2021, April 21). Dove release ‘selfie self-esteem’ campaign video as 85% of girls use retouching apps by age 13. Good Housekeeping. Retrieved January 26, 2022, from https://www.goodhousekeeping.com/uk/beauty/a36184937/dove-selfie-self-esteem-campaign/

Marshall, G.W. & Johnston, M.W. (2019). Marketing management (2nd ed.). McGraw Hill.

Zed, O. (2019, April 16). How dove’s real beauty campaign won, and nearly lost, its audience. PR Week. Retrieved January 25, 2022, from https://www.prweek.com/article/1582147/doves-real-beauty-campaign-won-nearly-lost-its-audience