École Supérieure Libre des Sciences Commerciales Appliquées

Take Home Examination – Fall 2022/2023

Course: Marketing Management Date: March 2023
Grade: 30% Duration: 24 Hr
Instructor Prof/Dr.: Ramy Khodeir Pages: 3

(PLEASE PLACE ALL YOUR ANSWERES IN THE ANSWR SHEET)

CASE STUDY: Please read through the following case and answer all questions.

“We’re on a mission to help the next generation of women realise their full
potential”

At Dove, we have a vision of a world where beauty is a source of confidence, not

anxiety. Our mission is to ensure the next generation grow up enjoying a positive
relationship with the way they look – helping girls to raise their self-esteem and
realise their full potential. Did you know that 6 out of 10 girls are so concerned
with the way they look that they opt out of important activities? From playing
sports and swimming to visiting the doctor, going to school or just offering an
opinion, anxiety about their looks can keep girls from living life to the full. It’s
clear something needs to be done and that's where we can help.
Together with leading experts from fields including psychology, health, and body
image, we've created a programme of world-class resources, many of which have
been scientifically proven to significantly develop and increase body confidence
and self-esteem in young people. In the 11 years since we launched the Dove
Self-Esteem Project, more than 625,000 teachers have delivered a Dove self-
esteem workshop and more than 1.5 million parents have engaged with our online
content.
Dove already helped 19.4 million young people in 138 countries. But we won’t
stop there. Our global mission is to reach 20 million more by 2020.
Raising the self-esteem of the next generation is a vital part of this change but we
can’t do it alone. With help, we can connect with the lives of even more young
people. So whether you’re a parent, a mentor, or a friend, you’ll find everything
you need to support the girls in your life on our Self-Esteem Hub.

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 Dove incorporated the characters from
Cartoon Network’s popular show
Steven Universe into their new series
of body confidence and self-esteem
videos. The videos offer language to
both process and respond to the often
complicated and troubling world of
adolescence. Dove’s products aren’t
featured in the series, and the brand is
only mentioned in the title of the
project (“Dove Self-Esteem Project),
all of which reinforces the legitimacy
of Dove’s efforts to truly support kids
in the development of healthy self-
esteem. In fact, the campaign offers
more than witty videos—the project’s
homepage provides kids and their
parents a database of useful guides
that can help them cope with common
issues surrounding confidence and
body positivity.
With Dove’s self-esteem project, the
company lets its product take a back seat to an important message—a message
that fits well with their core brand values. In doing so, Dove is able to engage
their audience and build relationships built on substance, not profit.
Questions:
1. Please explain how you see Dove approach in attempting to position their brand in the
market. Do you think that their communication goals may be achieved through breading
a new generation of more confident girls?

2. Could you recommend the most appropriate communication mix for Dove campaign
and make sure to show how your recommended communication platforms are well
integrated and may support Dove competitive strategies for delivering the required
growth.

Wishing you all

the Best of Luck

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Appendix:
How to Deal with a Case
A case study analysis requires you to investigate a business problem, examine the alternative
solutions, and propose the most effective solution or extract a key learning, using the
supporting evidence presented in the case.
Before you begin writing, follow these guidelines to help you prepare and understand the case
better:
• Read the case well and take notes, or highlights to relevant facts and try to underline key
issues
• Define the central issues in the case (Problem Statement)
® You may refer here to the respective question it may be of help
• Often it makes sense to Organize the problem statement in a hierarchical way:
® Identify the single most Over-Riding Issues
® Then spot any additional sub-issues, subsidiary to the main over-riding one
® When dealing with them deal with the most important first
• Identify Possible Root-Causes for the information provided
• You need to figure out and define the Firm's strategic goals and objectives
• Now you may be able to identify key external & internal constraints
• Try to list all Possible Relevant Alternatives that apply within the constraints
• Select the Best relevant alternative and state why it is the Best
• Sketch an implementation plan (Action Steps) for this Best Alternative
Once you have drafted all necessary information, and requirements a structured report of your
analysis should include the following general sections, but these may differ depending on your
assignment directions or your specific case study:
• Case Debriefing:
® Set the scene: background information, relevant facts, and the most important issues.
® Demonstrate that you have researched the problems in the case study.
® Evaluate these pieces by discussing what is working and what is not working.
® State why these parts of the case study are or are not working well.
• Problem Statement:
® Outline the various pieces of the case study that you are focusing on.
• Identify Alternatives:
® Provide specific and realistic solution(s) or changes needed.
® Explain why this solution was chosen.
® Support this solution with solid evidence, such as: Key concepts from course (text readings,
discussions, lectures) or even outside research
• Recommend Best Alternative and Justify your recommendation
• Implementation Recommended Alternative - (How to do it?)
® Determine and discuss specific strategies for accomplishing the proposed solution.
® Recommend action steps needed to assure and consider key issues for implementation.
® What should be done and who should do it?

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