Question 1 (25 Marks) Read the article below and answer ALL questions in this section Unilever admits Tresemmé hair adve

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Question 1 (25 Marks)
Read the article below and answer ALL questions in this
section
Unilever admits Tresemmé hair advert was racist, staff to be
subjected to ’unconscious bias
training
Unilever South Africa has admitted that the controversial Tresemmé
advert which described black
women’s hair as frizzy, dull, dry and damaged, was racist.
The company will be subjecting all staff to ’unconscious bias
training, will be reviewing all marketing
material and establishing a new diversity and inclusion advisory
board.
Last Friday, Unilever apologised for the Tresemmé advert and has
been in a media blackout since.
At the time, the company apologised for the ad which it said had
been intended to celebrate all hair
types. Unilever said it would investigate why the offensive advert
was not picked up and promised to
take steps to ensure this did not happen again.
The Tresemmé advert, which was published on the Clicks website, led
to EFF protests at Clicks stores
this week. The threeday-long protests ended on Thursday after the
retailer met with the leadership of the
EFF.
More than 400 Clicks stores were closed on Monday alone.
The racist Tresemmé advert has rocked the country.
In its latest statement, released on Friday, Unilever said it was
“shocked” by the incident.
“We were shocked to discover that we had supplied images for the
Clicks website that portrayed black
hair as inferior. This was racist and we apologise unreservedly,”
said Unilever.
It said an investigation was instituted as soon as the matter was
brought to their attention and the
company began a review of all its marketing campaigns to ensure
they “match our commitment to
celebrate all beauty and promote diversity and Inclusion”.
Unilever executives met the EFF on Thursday at the party’s
Braamfontein headquarters and the company
agreed to sponsor a donation of 10 000 sanitary pads for poor young
women of the party’s choosing.
The company also agreed to withdraw the Tresemmé brand from
retailers for 10 days.
“As agreed with the EFF on September 10, we have asked our
retailers to remove Tresemmé from
shelves for 10 days.
"We want to reiterate our sincere apologies to all South Africans
and the offence caused to black women
in particular.
“We also apologise to the Clicks group. We will learn from this
failing and we will accelerate our efforts to
support the transformation of society, represent all communities
and celebrate all beauty,” said Unilever.
The company has not disclosed what their investigation into the
processes that led to the advert being
created has uncovered.
Unilever said it would establish a diversity and inclusion assets
committee, which would be representative
of its consumers in a bid to ensure future advertising campaigns
and publicity materials reflect the
company’s values.
It would also review its diversity and inclusion training and would
be accelerating training on ‘unconscious
bias’ to all staff.
Unilever said it would also set up an advisory board with internal
and external experts to review its haircare
products sold in South Africa which could offer consumers the
solutions they want in positive and
empowering terms.
Unilever said the advisory board would also work with black hair
stylists and small professional salons to
develop programmes to deliver immediate support.
Assume that you are the Marketing Director for Unilever. Keeping
the facts in the excerpt above in mind,
and additional research answer ALL the following questions.
Critically discuss (keeping the article in mind), the various
business environments that Unilever operates
in as they have an impact on the successful operations of the
business.
Question 2 (25 Marks)
Appraise Unilever on how they handled the controversial Tresemme
advert, and the impact the advert
had on the Unilever brand.
Question 3 (25 Marks)
“A marketer must make four important decisions when developing an
advertising program”. As a
Marketing Director at Unilever, examine the major four (4)
important decisions you will implement in
developing and managing the advertising program of the company.
Question 4 (25 Marks)
As the Marketing Director for Unilever, propose a marketing
strategy going forward.