Authority

         People like a company that is control of their business at all times. They like a company to takes responsibilities for their mistakes and fixes them in the proper manner. “One of the most important public relations tasks for any corporation is crisis management. Brand value can be quickly destroyed if “damage control” is not swift and thorough.” (Chapter 18.) One reason that Dove is a strong and striving company is because we have been in control of all of our mistakes and have fixed them quickly and responsibly.

        Another reason that we are in constant control is because of our marketing plans and advertising campaigns. Though we have had trouble with some of our advertisements we fixed them correctly and we still have sent a powerful message through them. “The marketing plan has a profound effect on an organization's advertising. It dictates the role of advertising in the marketing mix. It enables better implementation, control, and continuity of advertising programs, and it guides the allocation of advertising dollars. Successful organizations do not separate advertising plans from marketing. They view each as a vital building block for success.” (Chapter 8.)

          We are fortunate that we have been successful, but we couldn’t have done it without our customers. “The fundamentally utilitarian framework, derived from the idea that society should promote behaviors that foster the greatest good for the most people…” (Chapter 3.) We have appealed to the masses of grooming products, women, when we started but since then we have a better feel for the consumers so we spread out our demographics to men. All genders should have equality so we made a special branch off of Dove called Dove Men’s Care. This branch off consist of specialized body washes, hair products, deodorants, and shaving products.