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registerFunction( 'onBeforeUserUpdate','protectFields', 'getProtectFieldsTab' ); /** * Protection Tab Class for handling the CB tab api * @package Community Builder * @author JoomlaJoe and Beat */ class getProtectFieldsTab extends cbTabHandler { /** * Constructor */ function getProtectFieldsTab() { $this->cbTabHandler(); } /** * gets object with name, title and table corresponding to a field id * @access private * @param int fieldId * @returns mixed : either object, or null if no match */ function getFieldInfo($protectFieldId) { global $database; if ($protectFieldId == "0") return null; $query = "SELECT `name`,`table`,`title`,`type` FROM #__comprofiler_fields WHERE published=1 AND fieldid=".$protectFieldId; $database->setQuery($query); $protectObj = null; $database->loadObject($protectObj); return $protectObj; } /** * Discards all changes the user makes to email field. Admins are allowed to change email addresses. * Method is called before user data is stored in the database * @access private * @param object holds the core mambo user data * @param object holds the community builder user data * @param object holds the field information * @return boolean true check ok no changes, FALSE error raised */ function checkMyFieldChanges(&$user,&$cbUser,$protectObj) { global $database, $my, $_PLUGINS; if ($protectObj === null) return true; $params = $this->params; $alertMsg = htmlspecialchars($params->get('alertMsg', '0')); $protectFieldName = $protectObj->name; $protectTable = $protectObj->table; $protectTitle = $protectObj->title; //if ($my->gid != 2) { // admins can change their profile unrestricted from the backend if ($protectTable != "#__comprofiler") { $query = "SELECT `".$database->getEscaped($protectFieldName)."` FROM #__users WHERE id=".$user->id." LIMIT 1"; $pObject =& $user; } else { $query = "SELECT `".$database->getEscaped($protectFieldName)."` FROM #__comprofiler WHERE id=".$user->id." LIMIT 1"; $pObject =& $cbUser; } $database->setQuery($query); $pOriginalField = $database->loadResult(); //The field before the change was attempted if ($pObject->$protectFieldName != $pOriginalField) { $_PLUGINS->raiseError(0); $_PLUGINS->_setErrorMSG(htmlspecialchars(getLangDefinition($protectTitle))." ".$alertMsg); $pObject->$protectFieldName = $pOriginalField; return false; } //} return true; } /** * generates javascript code to check and flag at browser end * @access private * @param object tab reflecting the tab database entry * @param object mosUser reflecting the user being displayed * @param object holds the field information */ function getEditTabJScode(&$user,$protectObj) { if ($protectObj == null) return; $params = $this->params; $alertMsg = $params->get('alertMsg', '0'); $protectFieldName = $protectObj->name; $protectTitle = $protectObj->title; $protectValue = $user->$protectFieldName; //Type matters ;) $protectType = $protectObj->type; //We need to add square brackets for accessing select, multiselect and mulitcheckbox in JS $addBrackets = ""; if($protectType == "multiselect" || $protectType == "select" || $protectType == "multicheckbox"){$addBrackets = "[]";} $this->_addValidationJS( "\t if (getInputValue(me['".htmlspecialchars($protectFieldName).$addBrackets."'])!=getInputDefaultValue(me['".htmlspecialchars($protectFieldName).$addBrackets."'])){\n" ."\t errorMSG += \"".html_entity_decode(getLangDefinition($protectTitle)." ".$alertMsg)."\\n\"\n" ."\t me['".htmlspecialchars($protectFieldName).$addBrackets."'].style.background = \"red\";\n" ."\t setInputValue(me['".htmlspecialchars($protectFieldName).$addBrackets."'],getInputDefaultValue(me['".htmlspecialchars($protectFieldName).$addBrackets."']));\n" ."\t iserror=1;\n" ."\t} else {\n" ."\t me['".htmlspecialchars($protectFieldName).$addBrackets."'].style.background = cbDefaultFieldBackground;\n" ."\t}\n"); // also see event: 'onBeforeUserUpdate' : must also be implemented as above to avoid changes with JS off. } /** * Discards all changes the user makes to email field. Admins are allowed to change email addresses. * Method is called before user data is stored in the database * @param array holds the core mambo user data * @param array holds the community builder user data */ function protectFields(&$user,&$cbUser) { $params = $this->params; $protectFieldId = $params->get('protect1', '0'); $result1 = $this->checkMyFieldChanges($user, $cbUser, $this->getFieldInfo($protectFieldId)); $protectFieldId = $params->get('protect2', '0'); $result2 = $this->checkMyFieldChanges($user, $cbUser, $this->getFieldInfo($protectFieldId)); $protectFieldId = $params->get('protect3', '0'); $result3 = $this->checkMyFieldChanges($user, $cbUser, $this->getFieldInfo($protectFieldId)); $protectFieldId = $params->get('protect4', '0'); $result4 = $this->checkMyFieldChanges($user, $cbUser, $this->getFieldInfo($protectFieldId)); return result1 && result2 && restult3 && result4; } /** * Generates the HTML to display the user edit tab * @param object tab reflecting the tab database entry * @param object mosUser reflecting the user being displayed * @param int 1 for front-end, 2 for back-end * @returns mixed : either string HTML for tab content, or false if ErrorMSG generated */ function getEditTab($tab,$user,$ui) { if ($ui == 2) return ""; // don't protect backend user edits. $params = $this->params; //Functions used in every check. So let's include them here only once. $this->_addValidationJS( "\t // ===================================================================\n" ."\t //JavaScript functions\n" ."\t // Author: Matt Kruse \n" ."\t // WWW: http://www.mattkruse.com/\n" ."\t // ===================================================================\n" ."\t //-------------------------------------------------------------------\n" ."\t // isArray(obj)\n" ."\t // Returns true if the object is an array, else false\n" ."\t //-------------------------------------------------------------------\n" ."\t function isArray(obj){return(typeof(obj.length)==\"undefined\")?false:true;}\n" ."\t //-------------------------------------------------------------------\n" ."\t // getInputValue(input_object[,delimiter])\n" ."\t // Get the value of any form input field\n" ."\t // Multiple-select fields are returned as comma-separated values, or\n" ."\t // delmited by the optional second argument\n" ."\t // (Doesn't support input types: button,file,reset,submit)\n" ."\t //-------------------------------------------------------------------\n" ."\t function getInputValue(obj,delimiter) {\n" ."\t var use_default=(arguments.length>2)?arguments[2]:false;\n" ."\t if (isArray(obj) && (typeof(obj.type)==\"undefined\")) {\n" ."\t var values=new Array();\n" ."\t for(var i=0;i0)?obj.options[obj.selectedIndex].value:null;\n" ."\t case 'select-multiple': \n" ."\t if (obj.options==null) { return null; }\n" ."\t var values=new Array();\n" ."\t for(var i=0;i1)?arguments[1]:false;\n" ."\t if(isArray(obj)&&(typeof(obj.type)==\"undefined\")){\n" ."\t for(var i=0;iget('protect1', '0'); $this->getEditTabJScode($user, $this->getFieldInfo($protectFieldId)); $protectFieldId = $params->get('protect2', '0'); $this->getEditTabJScode($user, $this->getFieldInfo($protectFieldId)); $protectFieldId = $params->get('protect3', '0'); $this->getEditTabJScode($user, $this->getFieldInfo($protectFieldId)); $protectFieldId = $params->get('protect4', '0'); $this->getEditTabJScode($user, $this->getFieldInfo($protectFieldId)); return ""; } } // end class getProtectFieldsTab. ?>
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Dove Changes A Definition of Beauty
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TOPIC: Dove Changes A Definition of Beauty
#1826
Hardian Prabowo
Fresh Boarder
Posts: 1
graphgraph
User Offline Click here to see the profile of this user
Dove Changes A Definition of Beauty 1 Year, 5 Months ago Karma: 0
While looking for soap at supermarket yesterday, Dove grabbed my attention. Suddenly I am so curious to know and learn about marketing strategy about Dove. Maybe it’s too late to share or discuss about what happen to Dove. But maybe it’s still possible for us to learn how Dove manages its brand until today.

As Dove came to Indonesia, I see some different points of Dove. I like the way Dove communicate it self to consumer and inspire women to change their view about beauty. Let’s have a look to Dove Brand Essence. Dove Brand Essence is restoring femininity to me and my skin. Dove’s positioning is as 1/3 moisturizer soap. So it can not make your skin dry like other soaps can. From this, I see that Dove tries to be different among other soap brands. As we know that almost soap brands try to communicate them self as beauty soap. But Dove tries not to focus on functional benefit only but also emotional side. Which from do I see this point? Dove Brand Essence.

The more interesting point to be discussed is about emotional touch from Dove to consumer. How does Dove give this emotional touch? Dove bonds the emotion between Dove and consumer by Dove Campaign Idea about The Real Beauty. In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes.

Dove comes with the new definition of beauty. Beauty is not about glamor or fame. It’s about every woman and the beauty that it in each of us. That’s what DOVE is all about. And that’s why more women trust their skin to DOVE. Dove Marketing Director, Philippe Harousseau said “We want to challenge the definition of the beauty. We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond, and tall are beautiful.”

With good marketing communication, Dove come with good result for its campaign, Real Beauty. Besides bonding positive emotional points with consumer, this campaign affects sales growth positively. From some references, the results are 700% sales increase in firming products in Europe, Sales of products in advertisements increased by 600% in the first 2 months of the campaign, $1Billion in sales the year the campaign was launched (far exceeding company expectations), Dove models appeared in 618 newspaper clippings across Asia (PR), Overall sales in Asia Pacific countries increased by 26%, ROI: $3 for every $1 spent. As a brand, Dove was success to campaign the real beauty. And I see that Dove want to move to higher brand position, being inspirational brand. That is why Dove tries to make its brand ownable as brand inspiring positive self image among women.

Ownable brand idea (OBI) elevates brand to a bigger place in people’s lives which makes them more loyal, more likely to advocate on your behalf, and assign more value to your products. OBI also sets a clear guideline for every action and behavior. OBI is defined as a deep rooted belief that can be lived by the brand that drives all activity and increases consumer bonding.

Dove break down its OBI to some creative touch points. This touch points define the points in the customer journey and select ones which most relevant for bringing OBI to life. I see Dove’s action from Dove’s Website and activation program. If we have a look at Dove Website, Dove clearly want to persuade women to inspire and help others. If we see Dove Shampoo in Indonesia, Dove comes up with Dove Sisterhood. Dove Sisterhood persuades women to be amazing woman by “looking good by doing good”. Through Dove Sisterhood, Dove want women help and inspire one another by any kind of positive activities. From this action, I see that Dove want to bring Dove Ownable Brand Idea to life, inspiring positive self image among women. From this integrated brand essence, brand ownable idea, and marketing program, Dove enjoys itself as brand which inspire women.

As a conclusion, ownable brand idea has been playing key role in brand management. Through it, we can see clearly guideline for every action and behavior of brand. By understanding our brand well, we can find ownable brand idea which can be differentiating key between our brand and others.

Regards,
Hardian Prabowo
Brand Executive
hardian.prabowo@gmail.com
 
Last Edit: 2010/08/25 21:10 By hardianprabowo.
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#1827
Ronald Sipahutar
Moderator
Posts: 144
graphgraph
User Offline Click here to see the profile of this user
Re: Dove Changes A Definition of Beauty 1 Year, 5 Months ago Karma: 4
Salam AOOTB!

Ini topik menarik, karena case ini sendiri masih menjadi case di kampus-kampus terutama ttg brand management.

Yup ini secara idea bener kontroversial untuk category nya mengingat cantik itu selalu identik dengan sempurna.

di Indonesia, ekseskusi ini juga dijalankan oleh dove Indonesia tentu dengan menggunakan talent Indonesia dan tidak menampilkan lay out yang vulgar.

namun ada yang satu yang menjadi pertanyaan what next? yup campaign apalagi berikutnya? di Indonesia mereka melakukan sisterhood campaign dengan talent Maia..

is it works? what do you think guys?
 
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