A project for potential implementation Essay Example | Topics and Well Written Essays - 4500 words

A project for potential implementation - Essay Example per elderly person, the increasing demands can be met only by increasing productivity in health sector, relying more on immigrant health workers, or attracting a larger share of American workers to careers in health care.† (Davis, Karen. 12). Further, in the Fact Sheet of ‘HRSA Nursing Workforce and Education Programs for FY 2007 Appropriations’, the Department of Labor reported that America’s demand for RNs will grow 29 per cent between 2004 and 2014 (HRSA.2). During the last five years of my tenure as Human Resources Manager (HRM) in this hospital I have always been confronted with a major concern of not being able to recruit sufficient number of health care professionals, especially RNs. I also want to draw the attention of the senior management to the fact that we have recently conducted a drive to recruit 50 nurses against some existing and anticipated vacancies. However, we have been able to earmark only 30 candidates even after exhausting all the channels. This is creating a major impediment in our expansion plan which is scheduled for the second half of next year. Under the present circumstances it is unlikely that our HR Department will be able to identify and enlist sufficient number of RNs from the domestic market. From past experience, and an evaluation of relevant dossiers, I understand that nurses from India who constitute about 15% of RNs in this hospital, are very committed, well mannered, and reasonably educated. They are also found to have been consistent in delivering results as emerging through a review of their Key Performance Indicators (KPIs). So, India will be a potential source for recruiting the workforce in this category. However, a constraint arises from the fact that due to the lack of training and orientation facilities, a vast majority of Indian nurses are unable to qualify tests like CGFNS, NCLEX, and IELTS, which are prerequisites for recruitment to US hospitals. In this connection, I have had several rounds of

External Factors Influencing Human Eating Behaviour

External Factors Influencing Human Eating Behaviour Svetlana Yakuncheva How do external factors influence human eating behaviour? There is an impressive amount of research that has been focused on understanding the factors that impact food choice. Unfortunately, much less investigation has been made in order to understand the factors that mediate the human eating behaviour. Recent evidence has shown that there is a strong correlation between the ambient eating environment and an increase in food consumption volume to a far greater degree than the majority of us might realise (Bell Pliner 2003; Caldwell Hibbert 2002; Gueguen Jacob 2007; Wansnik, 2004; Zampini Spence 2004, 2005). In addition, it has been found that taste perception of similar foods varied in the different eating atmospheres (Bellisle Dalix, 2001; Mela, 2001; Smith Ditschun, 2009). The enquiry question is a particular interest in modern society considering the dramatic rise of the obesity epidemic. According to Lyman (1999) one of the main driving factors of this epidemic is overconsumption of food. Wansnik (2004) suggests that an increase in consumption norms are governed by external cues such as size of food packages, restaurant portion size, serving aids, and the presence of distraction or other people during eating. To determine the link between eating environment and food behaviour, the following essay will critically examine the recent literature related to the cross-modal interaction between external factors impacting human eating patterns on the psychological and sensory system levels. The paper is focused to determine a degree of indirect influence of the external factors on what or even why people are eating and how the taste perception might be alter by the ambient environment. The paper is divided into three main sections: first, it will evaluate th e impact of packaging, serving aids, and lighting on food intake; second, it will examine the role of distractions that can alternate or mask the taste perception; and finally, it will highlight the role of social interaction, that might take place during eating, on the food consumption and perceived pleasantness. Recent data suggests that the food consumption norm is usually determined by the packaging and marketplace portion sizes that leads to the normal portion size distortion (Wansik, 2004; Wansik Kim, 2004; Smith Ditschun, 2009). Smith and Ditschun (2009) point out that food packaging and retail serving sizes have been almost doubled in size since the time they were first introduced into the market causing difficulties in estimating an appropriate portion size by consumers, and therefore, resulting in overeating. Moreover, they emphasized the role of utensils and dishware in consumption volume, for instance, it was observed that due to the vertical-horizontal illusion people consumed 30 percent more beverage from a short, wide glass as it appeared to hold less volume than a tall glass; the Delboeuf illusion, which is governed by the relative size of two circles, makes the same amount of food appears smaller on the bigger plate. The authors suggest that consumers must be aware about thi s influence in order to control caloric intake. However, the main weakness of these studies is the failure to describe the ways of nutrition education to the mass population. In 2004, Wansnik and Kim publisheda paperin whichhe emphasised that environmental cues from larger package size affected the food intake of food even if it was disagreeable. It has also been found that super-size packaging and larger portion size implicitly suggest larger consumption norms as people construe that it is an appropriate amount to consume regardless of hunger level. Wansnik (2004) argues that the strategy of Smith (2009) will have been successful as simply bringing the awareness to the consumer will not eliminate the problem of portion control. He recommends to remove large packages, dinnerware, and serving from everyday life to prevent overconsumption. Lighting is another factor in the eating environment that has been found to mediate human eating behaviour. People are found to be less self-conscious and insecure when the lights are low, hence, they tend to eat more than they otherwise would (Wansink, 2004). The first serious analyses of the correlation of light and food consumption emerged during the 1980s with Lyman (1983) concluded that warm and dimmed lightening (including candlelight) affected consumption volume, increased comfort and the degree of perceived pleasantness by the participants. This point is supported by Sommer (2009) who has reported that bright illumination decreases the duration of people stay in restaurant, while soft lightening causes people to linger and order an extra drink or unplanned dessert. However, one question that needs to be asked, is whether the light is paramount or secondary factor impacting food consumption and duration. The relationship between food intake and distractions such as television, music, movies, or reading has been widely investigated by Bellisle and Dalix (2001), Caldwell and Hibbert (2002), Gueguen and Jacob (2007), and Wansik (2004). For example, a controlled study conducted in 2001 illustrated that people who ate dinner while watching a detective movie consumed 15 percent more in comparison with those who had their meal in silence (Bellisle Dalix, 2001). Wansik (2004) states that distraction obscures one’s ability to control food intake by redirecting attention away from satiety signals resulting in extended meal duration and overeating. Many researches have suggestedthat music and background noise indirectly affect the gustatory properties of food causing the disguise of its taste and textural properties. Early experiment done by Vickers (1982) illustrated that the amplitude of sound resulting from the food consumption played a significant role in the evaluation of the crispness of food. Recent research, such as that conducted by Zampini and Spence (2004), demonstrated the strong correlation between the sound that arises from eating potato chips and the ratings of the crispness perceived by the participants. The earlier studies of sound influence on taste perception have not dealt with  food properties rather than crispness. It seems that Spence has understood that there might be much wider area for research in the field of sensory cross-modal interaction between sound and taste perception. In his thought experiment he has shown that carbonated water had been rated as more carbonated when the sound of carbonation was played to the participants during the experiment (Spence, 2005). Another recent observation studies conducted by North and Hargeaves (2006), Gueguen and Jacob (2007) examined the role of loud ambient noise (music) in a restaurant and duration of person’s meal. It had been found that loud, fast-tempo rhythms encouraged people to eat faster and spend less time in a restaurant as they felt discomforted and tensed. In addition, recent experiment by Caldwell and Hibbert (2012) found that soft music stimulated a longer duration of the meal, slower rate of eating, more pleasant feelings, and higher consumption of food and beverages as people are more likely to order an another drink or a dessert. Unfortunately, the main limitation of these studies is that none of them differentiated the participants based on their music tastes prior the experiment; hence, such explanations might overlook the fact that people have different music tastes. Suggestively, taste perception and amount of food eaten might vary depending on whether a person listens to their favourite or non-favourite music during eating. Recently, a significant amount of literature has been published on the impact of the social interaction on eating behaviour (Bell Pliner, 2003; Chaiken Pliner, 2009; Wansik, 2004). In 2004, Wansink published a paper in which he described how social cues governing an eating behaviour and food acceptability. First of all, the study has illustrated that people tend to observe and follow others consumption norm; and secondly, it was observed that dinning in a company of familiar and friendly people (such as family and friends) increases the amount and duration of meals. The following fact is supported by an experiments of Bell and Pliner (2003), Chaiken and Pliner (2009). According to them, eating with strangers suppresses food consumption and increases self-awareness similar to that of a first date or job interview. However, the main weakness of these studies is the failure to specify if the responce differs among obese and normal weight individuals. To conclude, the research up-to-date indicates that the environmental cues indirectly mediate food intake and have a significant impact on the taste. General evidence illustrated that physical eating environment governs human appetite on the deep psychological, physiological and sociological levels causing overeating, which in turn contributes to the weight gain and triggers the epidemic of obesity. The main external factors that influence food behaviour have been effectively identified by many researches, however, it has less effectively explained why they do so. Further work needs to be done to better understand the mechanism of human cross-modal sensory interactions between  the food acceptability, intake and intensity of perceived pleasantness, and hearing, vision, and social communication. A future study investigating how person’s food choices and taste perception might be enhanced by modifying the ambient eating environment would be beneficial for the general population, and especially, for food manufactures, restaurants businesses, and marketing companies. References Bell, R. Pliner, P. (2003). Time to eat: the relationship between the number of people eating and meal duration in three lunch settings. Appetite, 41, 215–218. doi:10.1016/S0195-6663(03)00109-0. Bellisle, F., Dalix, A. (2001). Cognitive restraint can be offset by distraction, leading to increased meal intake in women. American Journal of Clinical Nutrition, 74, 197–200. doi: 10.1016/j.physbeh.2008.04.012. Caldwell, C., Hibbert, S. (2012). The influence of music tempo and musical preference on restaurant patrons’ behaviour. Psychology Marketing, 19, 895–917. doi:10.1002/mar.10043 Chaiken, S., Pliner, P. (2009). Eating, social motives, and self-presentation in women and men. Journal of Experimental Social Psychology, 26, 240–254. doi: 0.1016/0022-1031(90)90037-M Gueguen, N., Jacob, C. (2007). Effect ofbackground musicon consumersbehaviour. European Journal of Scientific Research, 16, 268-272. doi:10.1080/02642069.2011.531125. Lyman, B. (1983). A psychology of food. More than a matter of taste. New York, The United States of America: Van Reinhold. Mela, D. (2001). Determinants of food choice: relationships with obesity and weight control. Obesity Research, 9, 249–255. doi:10.1038/oby.2001.127. 2001. North, A., Hargreaves, D. (2006). The effects of music on responses to a dining area. Journal of Environmental Psychology, 24, 55–64. doi: 10.1006/jevp.1996.0005. Sommer, R. (2009). Personal space. The behavioural basis of design. New Jersey, The United States of America: Prentice-Hall Inc. Smith, J., Ditschun, T. (2009). Controlling satiety: how environmental factors influence food intake.Trends in Food Science Technology, 20, 271–277. doi:10.1016/j.tifs.2009.03.009 Vickers, Z. (1982). Relationships of chewing sounds to judgments of crispness. Journal of Food Science, 47(1), 121-124. doi:10.1111/j.1365-2621.1982.tb11041.x. Wansink, B., Kim, J. (2004). Bad popcorn in big buckets: portion size can influence intake as much as taste. Journal of Nutrition Education and Behaviour, 24, 242-245. doi:10.1016/s1499-4046(06)60278-9. Wansink, B. (2004). Environmental factors that increase the food intake and consumption volume of unknowing consumers.Annual Review of Nutrition,24, 455–79. doi:10.1146/annurev.nutr.24.012003.132140. Zampini, M., Spence, C. (2004). The role of auditory cues in modulating the perceived crispness and staleness of potato chips. Journal of Sensory Studies, 19(5), 347-363. doi:10.1111/j.1745-459x.2004.080403.x. Zampini, M., Spence, C. (2005). Modifying the multisensory perception of a carbonated beverage using auditory cues. Food Quality and Preference, 16(7), 632-641. doi:10.1016/j.foodqual.2004.11.004.

Free Essays - Hamlet as a Tragic Hero :: Shakespeare Hamlet

An Examination of Hamlet as a Tragic Hero Webster’s dictionary defines tragedy as, â€Å"a serious drama typically describing a conflict between the protagonist and a superior force (such as destiny) and having a sorrowful or disastrous conclusion that excites pity or terror.†Ã‚   A tragic hero, therefore, is the character who experiences such a conflict and suffers catastrophically as a result of his choices and related actions.   The character of Hamlet, therefore, is a clear representation of Shakespeare’s tragic hero.   As the play’s tragic hero, Hamlet exhibits a combination of good and bad traits.   A complex character, he displays a variety of characteristics throughout the play’s development.   When he is first introduced in Act I- Scene 2, one sees Hamlet as a sensitive young prince who is mourning the death of his father, the King.   In addition, his mother’s immediate marriage to his uncle has left him in even greater despair.  Ã‚   Mixed in with this immense sense of grief, are obvious feelings of anger and frustration.   The combination of these emotions leaves one feeling sympathetic to Hamlet; he becomes a very â€Å"human† character.   One sees from the very beginning that he is a very complex and conflicted man, and that his tragedy has already begun. Hamlet’s anger and grief- primarily stemming from his mother’s marriage to Claudius- brings him to thoughts of suicide, which only subside as a result of it being a mortal and religious sin.   The fact that he wants to take his own life demonstrates a weakness in his character; a sense of cowarness, his decision not to kill himself because of religious beliefs shows that this weakness is balanced with some sense of morality.   Such an obvious paradox is only one example of the inner conflict and turmoil that will eventually lead to Hamlet’s downfall.   In addition to this internal struggle, Hamlet feels it is his duty to dethrone Claudius and become the King of Denmark.   This revenge, he believes, would settle the score for his mother’s incestuous relationship and would reinstate his family’s honor.   These thoughts are solidified in Act I, Scene 5, when his father’s ghost appears and informs Hamlet that is was Claudius who murdered him, and that Claudius deprived him â€Å"of life, of crown, and queen† (line 75).   This information leads to Hamlet’s promise to kill Claudius, while not punishing his mother for their incestuous marriage.   His statement, â€Å"thy commandment all alone shall live within the book and volume of my brain† (lines 102-103), demonstrates his adamant decision to let nothing stand in the way of his promise for revenge.

A Beautiful Mind and Disability Essay

A Beautiful Mind is a good movie by Ron Howard, about a man that has lost his grip on what is real and what is fiction. This started when he was in graduate school and no one really noticed until his wife had him committed to the hospital. John Nash, the main character of the film portrayed by Russell Crowe, is a great mathematician that became a victim to paranoid schizophrenia. At first he does not notice the problems, and being that we are seeing everything from his prospective we do not notice them either. Only after he is admitted to the hospital by his wife do we see that some of the main people in his life are just products of his mind. As was said in the movie, â€Å"What must it be like to realize not that those you treasure and hold dear are not lost or dead but have never been? What kind of hell would that be? † This is a true tragedy that is common with paranoid schizophrenia. I guess that in reality John Nash is a man that truly exemplifies the statement that there is a fine line between genius and insanity. This is probably why his problems were not addressed for as long as they were, people overlooked them because they would lose the benefit of that genius if they were to try and fix the erratic behaviors that he showed. John Nash suffered from many of the classic symptoms of this illness. He was paranoid that people were after him, which was healthy in his classified work. He had different friends and co-workers who did not exist anywhere but in his own mind. See more: Unemployment – problems and solutions essay   He started showing progressive erratic behavior towards his friends and family. In the end, right before the hospital, the fantasy realm was what was real to him and the real world just the work of fiction. I agree with the movie that he was suffering from paranoid schizophrenia. However, if he was forced to continue the treatments of the times I believe that he would have fallen even further. While on the medications you noticed that he was becoming depressed which ould have lead him to Manic Depression, and I can only imagine what continued insulin shock would have done to his mind and body. None of good I am sure. There were some major people in his life. The first was Charles Herman his Princeton roommate, William Parcher his boss with the Department of Defense, Alicia Nash his wife and Martin Hansen his main rival at school. He was close to Charles his best friend since college and worked well with William his boss at the Department of Defense, the only problem neither of them existed. Alicia became estranged from him because of his illness, but his brilliance was also what she loved about him as well. After his diagnoses his main true friend was the Dean at Princeton, his old rival Martin. When John stopped taking his medication and was looking to return to society he allowed him to use the library everyday to work on his problems and math in peace. Then once he thought he wanted to teach again he had the faith to talk the board into letting him teach. The two most helpful people to John Nash were his wife, Alicia and his old rival Martin. They believed in him when no one else would or thought they should. John was able to cope with his illness in the end because he had a break thru that his friend, Charles’ niece never aged; therefore she and they could not exist. This allowed him to start ignoring them and start functioning again in the real world without his medication. After dealing with my husband’s mother I believe that Russell Crowe should have won the Oscar, the SAG, and the Golden Globe for his realistic performance of a man that has lost his grip on the world around him. He not only showed you the ups and downs of this illness but he showed you that there is hope for everyone that has to deal with these problems daily. I also believed that this film helped bring to light how outdated some thoughts on mental illness can be and what is possible when you look beyond the surface and see the person underneath.

Ben Sliney

Benedict Sliney was the National Operations Manager for the Federal Aviation Administration on the 11th September in the year 2001. On that day, he was working at the Command Center located in Herndon Virginia. This was his first day as the manager and the gentle man was on a promotion. He had previously worked at the Air Traffic Control since the year 1964. Ben Sliney is the lawyer who at one time in the place of the Air Traffic System had sued the FAA. On the 11th September, Ben was the one who primarily gave the order that all the planes stateside be grounded.Ben made this decision to have the United States air space closed. Private and commercial planes were forced by his orders to land or they would have to remain grounded. Ben did this on his own, even without the consent of President George W. Bush . Very few people could have had the competence and courage to take that bold step and make such an important decision on their own without anxiety and needing affirmation from thei r seniors or colleagues. On this day, Ben Sliney interrupted the daily meeting by the senior staff at the command center of FAA in Herndon, Virginia.The manager was giving a report that there could have been a possible planned hijacking that could have been progressing at that moment. The command center had come to learned that Flight 11 had been hijacked approximately two minutes prior. During this time that Ben Sliney was making his report, a certain supervisor interrupted the same meeting claiming that there was a chance or even a probability that one flight attendant on the allegedly hijacked plane could have been stabbed. This meeting was then spontaneously broken up a few minutes before the very first crash of the WTC.This happened at exactly forty six minutes after eight o’clock in the morning. At this time no one who had attended the meeting made the effort to contact NORAD. At 9:42, the center came to learn from the local television reports that a certain plane had j ust struck the United States Pentagon. During the next few minutes, at around 9:45 am, the FAA was given the final order by Ben to have all the civil aircraft land at any closest airport within the shortest time possible. It was reported that the approximate number of planes that were flying in US was 4; 452. This was the decision that carried the day.Ben Sliney, on his own and being his first day as manager made the decision to have all the planes land. This order was quite unprecedented. The traffic control system however managed to handle the order competently and with a lot of skill. All the 4,500 general aviation and commercial aircrafts landed moments latter without any reported incidents. I identify with Ben Sliney because he is a very experienced person who knows the requirements of his job as a manager. A manager is supposed to take charge of his department and give orders or advice to the juniors.Ben Sliney applied the principles of management effectively, a factor that co ntributed to the successful landing of all the 4,500 planed that were on air on that day in the US. He is a competent manager who is very decisive and accurate. Being the person in charge of traffic control, Ben within no time was able to plan for the emergency. On receiving the news of the hijacked plane, he did not hesitate but went strait to organize on the next step with the senior staff that was having the daily morning meeting at the command center.There was no time to sit down and strategize on the next course of action since the next piece of information suspecting that a staff member on the hijacked plane could have been stabbed. Despite the nature of information, which was rather intense, Ben calmly and urgently acted just like a manager should. He effectively and efficiently within no time directed the rest of the traffic control staff to make the necessary arrangements and urgently prepare for the emergency landing of the planes on board. The planes were meant to land at the nearest port possible.Ben was doing all this for the safety of the passengers on board as well as the crew. I am professionally aspired by the then FAA’s manager for National Operations. This is because on his very firs day as manager in a very sensitive department, he single mindedly managed to bring down all the planes on air at the time of the hijacking. Being his first day as manager, he was very confident and he knew exactly what to and when to do it and even how to do it. He aspires me because he turned out to be a very effective manager.In addition, Ben did not make any consultations because the time and the circumstances did not allow it. He used all the experience he had gained at his previous position before getting the promotion to bring order and avoid chaos. He successfully did this and all the staff at the FAA will never forget the toughest decision that one of their own had to take. Ben has inspired me to be confident in the strong professional decisions t hat I have to take and especially being in a senior management position. The following lessons have been learned from the Ben Sliney decision.†¢ Quickly plan for emergencies without having to get the rest of the people anxious, †¢ Organize all the necessary arrangements to ensure that the laid plans fall in place respectively. †¢ Direct the senior staff to carry out the plans collectively as a team †¢ Coordinate the activities of the people to ensure that within the shortest time possible, they are harmoniously working to the attainment of the objective within the shortest time possible. I agree with the decision and immediate actions taken by Ben Sliney on that material day.There was not enough time to make elaborate consultations and arrive at a unanimous decision from all the senior personnel. Ben quickly did what he could have done at that moment to save the situation. In my opinion, Ben took the best decision by not risking the lives of thousands of passenge rs who were on board alongside the cabin crew. By not taking time to consult, the operations manager saved time to handle the rest of the issues. He put plans in place to have all the planes land. This work well and demonstrated his efficiency since all the planes landed without any incidences.Being in his position, I would have done taken the same measures to bring calm to the Federal Aviation Administration in the midst of such an emergency that could have spread a panic arrest to the United States in general and FAA in particular. Conclusion In a nut shell, the decision taken by Ben Sliney on the 9/11 to bring down all the private as well as commercial planes flying above the United States was remarkable. It took a lot of courage to do what the manager did to save the situation. ReferencesRetrieved from, Ben Sliney, was the National Operations Manager for the FAA on September 11 http://baylink. pitas. com/ Accessed on 14th November, 2007. Retrieved from, Sept. 11 is Slineyâ€℠¢s first day on the job as national operations manager, http://my. metafilter. com/ Accessed on Accessed on 14th November, 2007. Retrieved from, Mr. Benedict Sliney, http://www. sfgate. com/ Accessed on Accessed on 14th November, 2007. Retrieved from, Ben Sliney, www. findarticles. com/ Accessed on Accessed on 14th November, 2007.

Proposed Market Plan for Ariel Essays

Proposed Market Plan for Ariel Essays Proposed Market Plan for Ariel Paper Proposed Market Plan for Ariel Paper Marketing Management II Market Plan Company: PG Product Category: Laundry Detergent Submitted to: Dr. S. R. Singhvi Section A; Group 2 1. 2. 3. 4. 5. Amlan Pati (07) Daman Bir Singh (22) Rajat Gupta (43) Shishir Shukla (47) Tanuj Goyal (56) Market Plan for PG Detergents CONTENTS I. II. III. IV. V. VI. VII. VIII. IX. X. XI. XII. XIII. XIV. XV. Executive Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Segmentation, Target Market and positioning†¦.. 3 Competitor Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Perceptual Map†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 Industrial Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Market Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦10 Forecasting†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦. 11 Goals and Objectives for Marketing in 2012-13†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Market Penetration Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 Distribution Channel Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 19 Budget†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 21 Marketing Implementation, Evaluation Control†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 21 Review of Company Website†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 23 Reference†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦25 1|Page Market Plan for PG Detergents Executive Summary PG is the worlds largest consumer goods company that markets more than 300 brands in over 180 countries. Many of its products are non-discretionary; however, some are considered premium purchases and their sales suffered during the recession as cheaper, generic purchases rose. P has some of the strongest brands in the world that usually provide it a significant competitive advantage. Procter Gamble (P) is a Fortune 500 American multinational corporation. P focuses on its core businesses and leading billion-dollar brands for growth. Nearly 80% of sales and growth this decade has come from 10 businesses, including baby care, blades and razors, fabric care, family care, feminine care, home care, oral care, prestige fragrances, retail and skin care. P has shifted the business portfolio to more beauty and personal care products. During this time, the percentage of sales in these higher-margin businesses has increased from 18% to 33%. Beauty, personal care, and health care products have accounted for 60% of sales and growth. In 2011, P recorded $82. 6 billion dollars in sales, Gross Profit was $41. 79 billion dollars, and Total Assets was 138. 5 billion. For this assignment, data was collected from various secondary sources and a market analysis of the refrigerator industry was carried out. We first understood the corporate strategy and the brand strategy for the firm. We analysed the firm? s strengths and weaknesses by conducting a SWOT analysis. Our strategy focuses on increasing the market share of P in detergent market by focusing on improved product, maintaining existing share and expanding in low-income segment. Vision Statement â€Å"Be, and be recognized as, the best consumer products and services company in the world. † Mission Statement We will provide branded products and services of superior quality and value that improve the lives of the world? s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper. † 2|Page Market Plan for P Detergents SEGMENTATION, TARGETING POSITIONING by P AND The synthetic detergent market can be classified into premium (Surf, Ariel), mid-price (Tide, Rin) and popular segments (Nirma), which account for 15%, 40% and 45% of the total market, respectively. The product category is fairly mature and is dominated by two players, HLL and Nirma. Nirma created a revolution in the market by pioneering the concept of lowcost detergents. Currently, the market is highly segmented with the differential between the premium and popular segments at almost 7X. Premium Segment Brand Features Target Segment Ariel Oxy- Has a very nice aroma leaving your SEC A1, A2, A3 consumer having clothes ultra clean without the use of any monthly income more than 15K. Blu bleaching. The potential of oxy-blu cleans It also comes in Rs. sachet and degrease your daily cloth leaving a very nice and fresh smell Ariel Ultramatic Exclusively for Top load washing SEC A1, A2, A3 consumer mainly machines. The unique tumble wash using top-load washing machines. technology of top-loading machines needs Comes in box packaging a special chemistry, which Ariel Ultramatic provides. It completely eliminates the need to bucket soak and a scrub Exclusively for front load washing machi nes. The unique tumble wash technology of front-loading machines needs a special chemistry, which Ariel Front-o-Mat provides. Using Ariel Fronto-Mat completely eliminates the need to bucket soak and a scrub. Affluent washing machine users mostly SEC A1, A2 consumers. Comes in box packaging of small and large sizes Ariel Front-OMat Ariel 2 in 1 Ariel Spring Clean with a floral fragrance, Targeting SEC and Ariel Fresh Clean with a refreshing A2,A3,B1,B2consumers fragrance. combination of „superior cleaning? and „a choice of fragrances? A1, Mid Price Segment Tide Plus Tide provides „Outstanding Whiteness? on SEC B1, B2, C1 up to E1 white clothes excellent cleaning on consumers preferring hand-wash coloured clothes as well. With fragrance cleaning 3|Page Market Plan for P Detergents of jasmine and superior Tide Natural Superior washing with lemon and sandal SEC B2,C1 up to E1 consumers fragrance As per the survey it can be inferred that due to stiff competition from HUL and Commodity market P has introduced brands in Premium and Mid-Price category in wide range of prices, weights and value proposition, catering broad consumer base from Sec A1 to Sec E1 category. Ariel caters to Sec A1 to Sec B2 category, Tide Plus and Tide Natural target consumer from Sec B1 to Sec E1 category. The usage reduces as we move down the socioeconomic class as other brands from popular category like Nirma, Fena, wheel and commodities get higher priority over P detergents due to their lower price. Brands, Positioning– as conveyed through the advertisements and survey S. no. Brand Name Proposition/Positioning Stain Removal, Less Water, Special offering for Washing Machine, Extra Bright Clothes. Middle and premium segment Best clean with less effort, For heavy duty laundry. Mass market consumers. Lower medium-price segment. Whiteness, reaching both lower upper class segment consumers through small introductory packing. For mid-priced segment Stain Removal, Oxygen power, Kills germs. washing machine Middle and premium segment Whiteness benefit. Lime and indigo ingredient. Mass market consumers. Lower medium-price segment Whiteness, Superior cleaning. Lower price segment Stain removal, fragrance, washing machine. Medium and premium segment. Whiteness. Lower price segment. No special benefits of the powder mentioned Low price, sold in open according to weight, sold on name of branded product 1 Surf Excel 2 3 4 5 6 7 8 9 Wheel Tide Henko Mr White Rin Ariel Nirma Commodity 4|Page Market Plan for P Detergents Competitor Analysis Globally Procter Gamble provides the broadest and biggest portfolio of products in the household and personal care industry with 28 billion-dollar brands. P generates approximately one and half times the revenue than its closest competitor, Unilever (UL), and possesses a higher operating margin (20. 30%) than any of its competitors as well. Globally, P have achieved double digit growth in 2010, with a net profit margin of 15. 4%, ROI of 20. 7%, and ROE of 26. 1%. But in India P detergent market share is 17%, whereas HUL detergent market share is 37%. Other close competitors of P in this product category are Nirma (19%), Ghari (10%). There are 19 such competitors in detergent market in India. HUL is market leader in Detergent market in India. HUL have many SKU compare to P detergents. HUL detergents are available in 12 different SKU at different prices whereas P is available only in 7 SKU. P has lesser promotional offers compare to HUL. P detergents have offers available on larger SKU i. e. on 3 kg 4 kg packs whereas HUL detergents give promotional offers on 1 kg, 2 kg, 3 kg, 3. 8 kg 4 kg. HUL have better distribution network than P. Shelf space occupied by HUL detergents are larger than P detergents i. e. Ariel Tide. HUL is being in Indian Market for 70 years, whereas P is being in India for 30 years. Globally, P has huge R department investment, but in India it invests only 0. 05% of its total turnover. P? s Tide has better penetration in the market as compare to Ariel. HUL? s Surf Excel is market leader in premium brand detergents. Henko is another competitor of P? s Ariel. But it does not have significant market share. Tide is capturing market share of smaller players in the detergent market. But still Ghari Nirma is having 10% 19% market share. Tide is getting tough competition from HUL? s Rin also. But better packaging fragrance makes Tide more attractive offer to purchase at the same price. P detergents consist of enzymes, which keeps clothes fresh for longer period. P? s global brand name helps them in penetrating into the existing market. But inefficient distribution network has reduced the market share of Ariel. Surf Excel has significant shelf space in retail stores general stores. 5|Page Market Plan for P Detergents Product Form RIN Normal, RIN Jasmine and Rose, MrWhite, TIDE Normal, TIDE Jasmine and Rose, TIDE Lemon, FENA Impact, Bruno, RIN Matic, NAULAKHA Condet, HENKO Neem, Product Category Surf Blue, Surf Quick Wash, ARIEL Spring Clean, ARIEL Fresh Clean, HENKO Stain Champion Matic, HENKO Front Load, Surf Matic Top Load, Surf Matic Front Load, ARIEL Oxy-Blu, ARIEL Oxy Blu+ 24hr Freshness, ARIEL Ultra matic, ARIEL Front-O-mat, NIRMA Popular, ACTIVE WHEEL Lemon orange, Fena Normal, Ghari, NAULAKHA No. 66, Maruti Active ,NIRMA Super, 555, commodities Generic Liquid detergents, solid soaps, detergent. Oil based laundry soaps soapless TIDE Budget Food, Cosmetic, Medicine etc Product Form Surf Blue, Wonder Wash, Surf Quick Wash, ARIEL Spring Clean, ARIEL Fresh Clean, HENKO Stain Champion Matic, HENKO Front Load, Surf MaticTop Load, Surf MaticFront Load, ARIEL OxyBlue, ARIEL OxyBlue+ 24hr Freshness, ARIEL Ultramatic, ARIEL Front-Omat Product Category RIN Normal, RIN Jasmine and Rose, Mr White, NAULAKHA Nuera Bright, TIDE Normal, TIDE Jasmine and Rose, TIDE Lemon, FENA Impact, Bruno, RIN Matic, NAULAKHA Condet, HENKO Neem, NIRMA Popular, ACTIVE WHEEL Lemon orange, Fena Normal, Ghari , NAULAKHA No. 6, Maruti Active, loose, NIRMA Super, 555, Commodities Ariel Generic Liquid detergents, powder detergents, solid soaps. Oil based laundry soaps Budget Food, Cosmetic, Medicine etc 6|Page Market Plan for P Detergents Perceptual Map Fig: Perceptual-Map for detergent brands Key positioning of P detergent brands is ? ? ? ? ? ? ? ? ? Premium brand against competitors Superior Technology Fragranc e oriented detergent Importance of quality Low temperature wash detergent Environmental friendly Remove tough stains Gives shine to your white clothes Gives brightness to your coloured clothes 7|Page Market Plan for P Detergents Industrial Analysis Porter? s Five Forces Buyers Power ? Bargaining power of buyers is high in detergent industry because, o Individual customers are price sensitive and can easily switch to another detergent brand without any additional cost. o Detergents are similar in quality and standard for customers in a particular segment. o If we consider the buyers of consumer products to be retailers rather than individuals, then these firms face very strong buyer power. Retailers like Big Bazaar and hyper-marts are able to negotiate for pricing with companies because they purchase and sell large quantity of product. Supplier Power ? Bargaining power of supplier is limited in detergent industry because, o Supplier firms are comparatively smaller and material supplied by them is similar o Some firms like P might want to have good relationship with suppliers as they want quality material at best prices Threat of new entrant ? Threat of new entrant is moderate o Large marketing and R expense to capture share of unorganized sector o Existing brands are very well known o Capital investment is low, so small manufacturer could develop a superior product Threat of substitute Threat of substitutes in detergent industry is high o Bar soap and liquid soaps are available o Many private-label brands exist in market Degree of rivalry ? Intensity of competition is high o Little differentiation in competitor? s product o Switching costs are low, brands compete for same customers 8|Page Market Plan for P Detergents The Marketing Environment PEST Analysis Political and legal ? GST is to be implemented ? Transporta tion and infrastructure development in rural areas has helped in distribution network ? Restrictions in import policies ? Increase in FDI in the retail sector Economical ? Economic Growth of 8. 5% ? Increase in disposable income at 10 % annually for next 8 yrs. ? Indian Detergent industry recorded a 6. 1% revenue growth in last fiscal year ? The FMCG sector is a 4th largest sector of India and detergent constitute 12% of the total FMCG sector. Socio-cultural ? Rural employment through NAREGA and other govt. plans ? Volume-driven growth in rural market. ? Major Young population can increase revenue. ? The Indian culture, social life styles are changing drastically. Technological ? Technology has been simplified and available in the industry. Foreign players help in high technological development. 9|Page Market Plan for P Detergents SWOT Analysis Strength Weakness ? Strong brand name ? Strong focus on R. Practice of Consumer demand research its â€Å"Connect Develop† R structure. ? Spends twice as much as its nearest competitor on R i. e. around $2 billion. ? Diversified product portfolio ? Pioneered the use of enzyme ? Established distribution networks in both urban and rural areas. ? P? s volume market share in detergents has improved from 7% in 2004 to 15% in 2010 ? Intermittent availability. ? Less SKU, compare to its competitors. Less advertisement activities. promotional ? Inefficient distribution network. ? They spend very less on R in India, i. e. 0. 05% of their total turnover last year. ? Not present in all the P? s 38 product categories in India. ? The employment of foreign based local management who doesn? t have any international business experience ? Analysts feel P will not be able to change the structure of the market, or threat HUL in a big way, and will mostly be able to gain market share at the cost of smaller players (Source: Credit Suisse analysts Venugopal Garre and Hitesh Das naindia. com/money/report_procter-andgamble-gains-at-cost-of-profitability_1567479) Opportunity ? ? Digitize Transport Management System for better logistics. ? Increase capacity utilization of trucks. ? Global sponsor of Olympics for next 5 Olympics starting from London, 2012. This would demonstrate the powerful appeal of their brand portfolio and its tremendous global scale. This would help them in reaching 4 billion customers globally. ? P competes globally in 38 product categories, but in India they compete in less than 50% of their product categories. So here they have tremendous growth opportunity. ? They can come up with new innovative 10 | P a g e Threat ? Profits have declined 30-90% in all its India businesses. ? P Home Products Ltd which operates in detergents, shampoos and skin care is P India? s unlisted company. ? The India business makes a miniscule contribution to P? s global sales. ? Threat from its rivalry HUL, which is well established in Indian market for 75 years and also popular segment brands Market Plan for P Detergents products in popular segment to give competition to its close competitors. They have more than 16,000 product formulas and use more than 4,000 colors in their product labels and plastic packaging. Over the next two years, they can reduce the number of formulas and package specifications by 30% and the number of colors they use by 50–75%. Color simplification alone has the potential to generate up to $50 million in annual savings globally. (Source: pg. com/fr_FR/downloads/ann ual_reports/PG _2010_AnnualReport. pdf) ? They should spend more on R in India. As of now, they spent Rs. 41. 05 lakhs last year, which is 0. 05% of total turnover. ? Growing industry ? Large untapped rural market ? Increasing middle class. ? Increasing propensity to consume owing to increase in disposable income Forecasting Sales Forecast for Detergent Market in INDIA Year 2009-10 2010-11 2011-12 2012-13 In billion Rs 121. 82 125. 91 130 135. 72 The Detergent market is expected to grow by 4. 4% for the year 2012-13 Sales Forecast for P in INDIA Year 2009-2010 2010-2011 2011-2012 2012-2013 Sales in billion Rs. 19. 48 18. 94 20. 40 19. 77 11 | P a g e Market Plan for P Detergents Demand (US million dollar) 700. 0 605. 4 600. 0 500. 0 400. 0 300. 0 200. 0 100. 0 0. 0 330. 351. 8 374. 1 398. 0 476. 6 423. 4 449. 2 505. 8 536. 9 570. 1 Demand (US million dollar) 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source: Philip M. Parker, INSEAD, copyright 2008, www. icongrouponline. com COMPANY HUL Nirma P Ghari Others Market Share 37% 19% 17% 10% 17% P? s share in the detergent market is 17% which includes both Ariel and Tide, While Ariel is prominent in the super premium detergent segment which comprises of 10% of the overall detergent market. 12 | P a g e Market Plan for P Detergents Goals and Objectives ? To arrest the fall of market share ? To improve distribution channel and increase availability through-out the country ? To revive the brand image of Ariel as premium laundry detergent P is having two detergent brands Tide and Ariel. Tide is catering to mid-price segment and Ariel is targeting premium segment. Ariel is in competition with HUL? s Surf which is the market leader in premium detergent segment. Ariel is presently struggling in the market, with limited availability in the market premium segment is ruled by Surf excel in machine wash and hand wash detergent segment. Surf has become generic brand for the detergent. Tide on the other hand is doing well; it is competing with Rin, Henko and Mr. White. P is not having any brand in lower segment (popular segment). Ariel is differentiated as a high quality, fragranced, tough on stains and soft to fabric detergent. Four different versions of Ariel are available in the market, Ariel 2in 1, Ariel Oxyblue, Ariel Ultramatic and Ariel Frontomat. Of these, first two versions cater to bucket wash and latter cater to machine wash. Tide is differentiated as fragranced and quick stain removal at affordable price. It comes in two variants, Tide Naturals and Tide plus. Both versions cater to bucket wash and target upper and lower middle class. P is not having any brand in popular segment. Brands in that segment are Wheel, Ghadi, Nirma and Fena. This segment caters to majority of rural market which is currently expanding rapidly. This market requires low priced fabric whitener. Core benefit Basic product Expected product Augmented product Potential product Fabric Cleaner Detergent powder Fabric friendly, soft to hands, cleaning stains, color friendly Fragrance, active enzymes, lathering Liquid detergents, gel based detergents 3 | P a g e Market Plan for P Detergents Market Penetration Strategy Brand Ariel Tide Proposed new product in economy range Overall product line Short Term Increase market share Defend market share Increase market share Increase and defend Long Term Maintain market share Control market share Maintain market share Maintain and control Product Management Plan Product: ? Product line Mix Brand Ariel Tide New proposed product Plan Refine No change New product Expected Result Increased market share for this product No change Encourage trial Product Branding plan Brand Ariel Tide New proposed product Plan Modification Brand reinforcement Brand trial Existing Existing Line Extension New Brand Extension Expected Result Slight enhancement in Ariel 2in1 to make it competitive with Surf Excel Blue Continued awareness Create awareness New Multi brands New Brands Brand Development Strategy ? Ariel 2in1 and Ariel OxyBlu compete with Surf Excel Blue Surf Excel Quick wash respectively. Both are costlier than HUL? s brands and are perceived as of lower quality. Ariel 2in1 and Ariel OxyBlu should be modified so that their cleanliness properties are enhanced such as adding bleach agents especially for 14 | P a g e Market Plan for P Detergents white colored clothes. Also the line extension is required in Ariel to increase SKU? s and also to cover specific customer need. In BDS fig, Ariel lie in the 1st column. Ariel could also bring carry bag packing as use of polythene has reduced and also it would differentiate it from other ? For Tide, brand reinforcement is required to maintain current market share. New proposed product which is to target popular segment should be promoted and brand awareness should be created, it lies in the 3rd column of BDS. Packaging of new product should be attractive and should set it apart from Nirma, Wheel, Ghadi and Fena. It should also compete with brands of popular segments in terms of SKU? s, price, availability and quality. It should position itself as maximum form producing, quality cleaning at minimum quanti ty used Price ? As the industry is price sensitive, reduction in price of Tide or Ariel may lead to price wars as had happened before between P and Unilever. For new product, three SKU? s would be introduced 1Kg for Rs. 35, 475gm for Rs. 20, and 225gm for Rs 10. ? The product would be developed by reverse engineering for lower end segment 1Kg SKU MRP 35 Cost to retailer (Margin 15- 29. 75 10%) Cost to wholesaler (Margin 2. 5- 29 1. 5%) Cost to distributor (Margin 1- 28. 56 1. 5%) Cost to C (Margin 0. 5-1%) 28. 28 475gm SKU 20 17. 6 17. 25 17 16. 9 225gm SKU 10 9 8. 87 8. 77 8. 73 Considering 40% manufacturer margin, the cost that can be incurred is Rs. 17 per Kg 15 | P a g e Market Plan for P Detergents Pricing of different P products Costing We came to these prices as we made our own basic detergent. Here the major difference lies in the cost of enzymes. These enzymes, colour, perfume, oxygen-balls are the added features in the quality of detergent. Cost of enzymes is important as its range varies from Rs 20/- per 5 kg for local enzymes to Rs 2000/-kg and above for active enzymes. The companies have different mix of enzymes and add-ons that provides a particular attribute to a brand. Further the cost of Distribution and Promotion is added to the cost of manufacturing. Brand Weight Kg Price Rs(A) Price/1 kg Cost to retailer (Margin 12%) 294. 80 277. 20 149. 60 1. 76 175. 12 123. 02 545. 60 342. 32 436. 48 17. 60 0. 88 49. 72 Cost to Wholesaler (Margin 1. 5%) 290. 38 273. 04 147. 36 1. 73 172. 49 121. 18 537. 42 337. 19 429. 93 17. 34 0. 87 48. 97 Cost to Distributor (Margin 1%) 287. 47 270. 31 145. 88 1. 72 170. 77 119. 97 532. 04 333. 81 425. 63 17. 16 0. 86 48. 48 Cost to C (B) (Margin 0. 5%) 286. 04 268. 96 145. 15 1. 71 169. 91 119. 37 529. 38 332. 14 423. 51 17. 08 0. 85 48. 24 Price A-B Ariel 2 in 1 Ariel 2 in 1 Ariel 2 in 1 Ariel Oxyblu Ariel Front -o-mat Ariel Oxyblu Ariel Oxyblu Ariel Oxyblu Ariel Ultramatic Tide Naturals Tide Plus Tide Plus 16 | P a g e 3 2 1 0. 014 1 1 4 2 3 0. 4 0. 013 0. 95 335 315 170 2 199 139. 8 620 389 496 20 1 56. 5 111. 67 157. 50 170. 00 142. 86 199. 00 139. 80 155. 00 194. 50 165. 33 46. 51 76. 92 59. 47 48. 96 46. 04 24. 85 0. 29 29. 09 20. 43 90. 62 56. 86 72. 49 2. 92 0. 15 8. 26 Market Plan for P Detergents Tide Plus Tide Plus Tide Plus 6 2 0. 95 430 150 74 71. 67 75. 00 77. 89 378. 40 132. 00 65. 12 372. 72 130. 02 64. 14 369. 00 128. 72 63. 50 367. 15 128. 08 63. 18 62. 85 21. 92 10. 82 Pricing strategy for P detergent depends on the SKUs and brands. The New Product in popular category was following market-penetration pricing and give flat margin along the supply chain. This will help them promoting the product along value chain and also enhance the shelf space for the product. Established brand like Ariel and Tide follow different pricing strategy along their product line depending on the features and weight . Different promotion techniques are used long with traditional medium of Print and Television advertisement. This adds to the final price of the product. Brand Ariel 2 in 1 Ariel Oxyblue Tide Plus Ariel Oxyblue Ariel Ultramatic Ariel Oxyblue Tide Naturals Weight( kg) 3 4 0. 95 1 3 2 0. 4 Weight(gm) Price(Rs) 3000 4000 950 1000 3000 2000 430 335 620 56. 5 139. 8 496 389 20 Offer MRP 410/-, Discount 75/2+2 74 154 Discount on MRP 597 Free Bucket 400+30 gm Price/10 gm 1. 12 1. 55 0. 59 1. 40 1. 65 1. 95 0. 47 As seeing from the above table, the pricing strategy ranges from product line, Product bundling pricing, Discount pricing etc. 17 | P a g e Market Plan for P Detergents Brand Ariel OxyBlue Price/10grm 1. 95 Features Has a very nice aroma leaving your clothes ultra clean without the use of any bleaching. The potential of oxyblu cleans and degrease your daily cloth leaving a very nice and fresh smell Exclusively for Top load washing machines. The unique tumble wash technology of top-loading machines needs a special chemistry, which Ariel Ultramatic provides. It completely eliminates the need to bucket soak and a scrub Exclusively for front load washing machines. The unique tumble wash technology of front-loading machines needs a special chemistry, which Ariel Front-o-Mat provides. Using Ariel Front-o-Mat completely eliminates the need to bucket soak and a scrub. Ariel Spring Clean with a floral fragrance, and Ariel Fresh Clean with a refreshing fragrance. combination of „superior cleaning? and „a choice of fragrances? Tide provides „Outstanding Whiteness? on white clothes excellent cleaning on coloured clothes as well. With fragrance of jasmine and superior Superior washing with lemon and sandal fragrance Ariel Ultramatic 1. 65 Ariel Front-O-Mat 1. 99 Ariel 2 in 1 1. 58 Tide Plus .75 Tide Natural .47 18 | P a g e Market Plan for P Detergents Distribution Channel and strategy: Manufacturer Agents(C Regional Distributor F)/ Sales Large retail stores Distributors Consumers Business Consumers Retailers Wholesalers Consumers Retailers Consumers Ariel is facing a major problem of availability in India and this can be tackled only by improving the distribution system. This can be achieved by creating distributors of global standard and by establishing Customer Business Development strategy. CBD (Customer Business Development) is a multifunctional strategy with a view to deliver volume and profits to the company. By partnering with the „Customers? the company ensure maximum involvement. CBD also aims at building the sales, shares and profits of the Customer (distributor). This leads to a decrease in the number of distributors however leads to an increase in profit per distributor. Another important step is to increase the coverage from 6. 2 lakh stores to at least 9 lakh stores by offering special discounts/ promotional offers to the retailers via the distributors The Importance of Distribution Most producers use intermediaries to bring their products to market. They try to develop a distribution channel (marketing channel) to do this. A distribution channel is a set of interdependent organizations that help make a product available for use or consumption by the consumer or business user. Channel intermediaries are firms or individuals such as wholesalers, agents, brokers, or retailers who help move a product from the producer to the consumer or business user. A company? s channel decisions directly affect every other marketing decision. Place decisions, for example, affect pricing. Marketers that distribute products through mass merchandisers such as Big Bazaar will have different pricing objectives and strategies than will those that sell to specialty stores. Distribution decisions 19 | P a g e Market Plan for P Detergents can sometimes give a product a distinct position in the market. The choice of retailers and other intermediaries is strongly tied to the product itself. Manufacturers select mass merchandisers to sell mid-price-range products while they distribute top-of-the-line products through high-end department and specialty stores. The firm? s sales force and communications decisions depend on how much persuasion, training, motivation, and support its channel partners need. Whether a company develops or acquires certain new products may depend on how well those products fit the capabilities of its channel members. Some companies pay too little attention to their distribution channels. Distribution strategy is considered to be the most effective because it affects the pricing strategy a better distribution strategy can lead to a better profit position and in turn would benefit the channel partners. Promotion Plan Brand Ariel Plan Increase frequency Message Arouse desire to buy, communicating effectiveness of fabric cleaning Maintain reach and Remind-awareness, frequency levels with hold interest existing ads Increase advertisement, sponsoring events Inform-awareness, gain attention Expected Results Meet target sales forecast Continue to saturate market with existing message Meet target sales forecas Tide New product P has only 3% share in television advertisements which is very low compared to its competitors. Ariel: The promotion will focus on women and youth and how using Ariel can save their time as it has very quick cleaning ability. This will be achieved by extensive advertising program. Regular advertisement for Ariel and Tide to create top of the mind consumer awareness of brand: These ads will be aired on business family entertainment channels like Colours, Star Plus, Sony, Zee during their prime time, on sports channels during special events and on lifestyle channels such as NDTV imagine zoom. Magazines like Femina, Cosmopolitan, Grihshobha, etc. 20 | P a g e Market Plan for P Detergents Budget Media Mediums Media Electronic/mass TV media Cost calculation (52 Days) x (4 Channels) x (2 Times a Day) x (2,00,000/30 Sec) Radio (52 Days) x (2 Channels) x (5 Times a Day) x (700/10 Sec) ICC twenty20 (20 slots per World Cup match for 27 matches) x (2. 5 Lakh /10 sec slot) Newspaper (52 days(Sundays))x (3 Newspapers) x (Rs. 450/sq. cm) Magazines (2 Magazines) x (6 issues) x (30,000 per issue per ad) Total Cost Rs. 8,32,00,000 Rs. 3,64,000 Rs. 3,50,00,000 Print Rs. 70,200 Rs. 3,60,000 Total Sales Force Total Rs. 21,89,94,200 50 executives x 12 x 15,000 per Rs. 90,00,000 month Rs. 22,79,94,200 Marketing Implementation, Evaluation, and Control The five modules of MIEV are: 1. Annual plan control It comprises at least five performance gauging tools: I. Sales analysis: ACTUAL SALES: RS. 20. 40 billion TARGET SALES: RS. 19. 77 billion Market-share analysis: (19. 77*100)/135. 72= 14. 57% Expense-to-sales analysis Rs. 227,994,200 Financial analysis Profit Margin= 2. 73/19. 77= 0. 14 II. III. IV. 21 | P a g e Market Plan for P Detergents 2. Profitability control: Money spent on Media i. e. on print mass media: Rs. 218,994,200. 50 Sales Force executives, earning 15000/month: Rs. 9,000,000 This would result in Net profit of 2. 73 billion 3. Efficiency control: It involves micro level analysis of various elements of the marketing mix including sales force, advertising, sales promotion distribution. Money spent on Media i. e. on print mass media: Rs. 218,994,200. 50 Sales Force executives, earning 15000/month: Rs. 9,000,000 4. Strategic control: Strategic control processes allow managers to evaluate a company? s marketing program from a critical long-term perspective. This involves a detailed and objective analysis of a company? s organization and its ability to maximize its strengths and market opportunities. ? To arrest the fall of market share ? To improve distribution channel and increase availability through-out the country ? To revive the brand image of Ariel as premium laundry detergent P? s detergent market share is not increasing at fast pace, so our new marketing strategy would enhance it. We have reduced the number of distributors, converted them to mega-distributors, that would decrease the product cost increase Net profit. We are also investing 22. 8 crores in Advertisements promotions, so as to increase the brand image of Ariel. We are also going to add a new chemical to the product, to enhance the effectiveness of detergent. 5. Marketing audit We are going to Target Sec A1-E3. For each segment we have different SKU of Ariel Tide. Changes could come from marketing research function. For example, results of a customer satisfaction study may signal to modify the new product that is being offered 2 | P a g e Market Plan for P Detergents Marketing Changes and contingency plans ? If a new brand is launched in competition with Tide then promotional expenditure for Tide has to be increased to maintain the market share. This may involve Price-offs and Bonus packs which will increase expenditure ? If a competitor launches new product or reacts aggressively to P? s plann ed new product in low-price segment by reducing price then free samples would be given in order to encourage trial Review of Company website The look of the site is quit basic and pedestrian. There is no use of graphics, animation and sound. Very limited information is present on the website about the company and its different brands. Few Characteristics of the Site Look and feel readability Ease of use Site map Return to Home Page from any page Use of attractors Use of valuable graphics Use of valuable animation Use of valuable sound Level of interaction Available in multiple languages Accessibility for the disabled Automatic email response Personal email response The company stock price performance Improvements that can be done: ? Use of web 2. 0 to develop a Rich Internet Application ? Popular advertisements can be streamed though site and can be share by the visitors on their various social networking site profiles ? Information about latest offers, competitions, freebies and new products should be present on site ? Strong social media presence with links to Facebook, twitter etc. profiles on the site. ? Site should be regularly updated with latest news casts on it Poor Yes No Yes No No No No Low No No No No No 23 | P a g e Market Plan for P Detergents There should be better feedback and complain soliciting forum on the site for better consumer relationship ? It should give the user flexibility to choose his regional language and text and advertisements should be displayed accordingly 24 | P a g e Market Plan for P Detergents References Indiastat. com EBISCO P. com P-India. com Principles of Marketing Wikipedia. com dnaindia. com/money/report_procter-and-gamble-gains-at-costof-profitability_1567479) ? Econo mics. com ? DNA ? ? ? ? ? ? ? 25 | P a g e

Term Paper Outline

Term Paper Outline This article will help you get more knowledge on how to write a term paper outline. Writing a term paper outline is the first thing you have to do as soon as you sit down and decide to write your own term paper. The term paper outline defines the things you are about to discuss in your term paper, and how the term paper will come out in whole. When writing a term paper outline you have to seize the whole amount of information you would like to include in your term paper, and structure it the way it would make most effect on the reader. The term paper outline must be written on a clear peace of paper, and with great distinctiveness, as a messy term paper outline can only confuse you, and make you not want to use it. Before sitting down to write the term paper outline you have to complete a procedure named brainstorming. Brainstorming helps you write a good term paper outline, and cover all the points of your term paper outline. Brainstorming is a specific way of thinking, when you think of all the points you would like to mention in your paper. However, this method does not require structuring. You can think first of the ways you would like to end your term paper, and then, think of the introduction whatsoever. This method helps you add some thoughts that were hidden when you simply were thinking of the term paper without brainstorming. After you have completed the brainstorming process, you may start to structure your information. A good way to do that is a method called branching. This is a sort of a diagram, where you draw a tree with branches. Every branch is a thought, connected to a parent thought, which is connected to the trunk of the tree. If you have no idea how to outline a term paper, you may need a sample term paper outline or term paper example, which will help you see how a proper term paper outline is supposed to be done. You may also order a custom term paper outline, and see how an experienced writer sees this term paper, and afterwards use it as your own term paper outline and write a term paper according that outline. If the term paper outline sample doesnt work for you, you might want to consider a term paper outline help. You can ask a proficient writer to help you do your term paper outline, or help with the term paper outline format. The term paper outline format is also a very important part, as there are various formats, which can be used in your term paper outline. It can be either an MLA term paper outline or an APA term paper outline. These formats differ from each other, and it is best for you to be proficient in both of these term paper outline formats. When writing a term paper outline never forget that it will result your term paper in whole. Try to be maximum accurate with your term paper outline and make sure you write it with maximum details, and not forget anything.

National Negro Convention Movement

National Negro Convention Movement Background In the early months of 1830, a young freed man from Baltimore named Hezekiel Grice was not satisfied with life in the North because of the hopelessness of contending against oppression in the United States. Grice wrote to a number of African-American leaders asking if freedmen should emigrate to Canada and, if a convention could be held to discuss the issue. By September 15, 1830 the first National Negro Convention was held in Philadelphia. The First Meeting An estimated forty African-Americans from nine states attended the convention. Of all the delegates present, only two, Elizabeth Armstrong and Rachel Cliff, were women. Leaders such as Bishop Richard Allen were also present. During the convention meeting, Allen argued against African colonization but supported emigration to Canada. He also contended that, However great the debt which these United States may owe to injured Africa, and however unjustly her sons have been made to bleed, and her daughters to drink of the cup of affliction, still we who have been born and nurtured on this soil, we whose habits, manners, and customs are the same in common with other Americans, can never consent to take our lives in our hands, and be the bearers of the redress offered by that Society to that much afflicted country. By the end of the ten-day meeting, Allen was named president of a new organization, the American Society of Free People of Colour for improving their condition in the United States; for purchasing lands; and for the establishment of a settlement in the Province of Canada. The aim of this organization was two-fold:   First, it was to encourage African-Americans with children to move to Canada. Second, the organization wanted   to improve the livelihood of African-Americans remaining in the United States.   As a result of the meeting, African-American leaders from the   Midwest organized to protest not only against slavery, but also racial discrimination. Historian Emma Lapansky argues that this first convention was quite significant, citing, The 1830 convention was the first time that a group of people got together and said, Okay, who are we? What will we call ourselves? And once we call ourselves something, what will we do about what we call ourselves? And they said, Well, were going to call ourselves Americans. Were going to start a newspaper. Were going to start a free produce movement. Were going to organize ourselves to go to Canada if we have to. They began to have an agenda. Subsequent Years During the first ten years of the convention meetings,   African-American and white abolitionists were collaborating to find effective ways to deal with racism and oppression in American society. However, it should be noted the the convention movement was symbolic to freed African-Americans and marked the significant growth in black activism during the 19th century. By the 1840s, African-American activists were at a crossroads. While some were content with the moral suasion philosophy of abolitionism, others believed this school of thought was not heavily influencing supporters of the slave system to change their practices. At the 1841 convention meeting, conflict was growing among attendeesshould abolitionists believe in moral suasion or moral suasion followed by political action.  Many, such as Frederick Douglass believed that moral suasion must be followed by political action. As a result, Douglass and others became followers of the Liberty Party. With the passage of the Fugitive Slave Law of 1850, convention members agreed that the United States would not be morally persuaded to give African-Americans justice. This period of the convention meetings can be marked by participants arguing that the elevation of the free man is inseparable (sic) from, and lies at the very threshold of the great work of the slaves restoration to freedom. To that end, many delegates argued over voluntary emigration to not only Canada, but also Liberia and the Caribbean instead of solidifying an African-American sociopolitical movement in the United States. Although varied philosophies were forming at these convention meetings, the purposeto build a voice for African-Americans on the local, state and national level, was important. As one newspaper noted in 1859, colored conventions are almost as frequent as church meetings. End of an Era The last convention movement was held in Syracuse, NY in 1864. Delegates and leaders felt that with the passage of the Thirteenth Amendment that African-Americans would be able to participate in the political process.

Historical evolution of psychology Assignment Example | Topics and Well Written Essays - 1000 words

Historical evolution of psychology - Assignment Example With the coming of modern psychologist and philosopher soon science replaced religion to became the modern day philosophy, with the ‘quest for truth’ becoming the ultimate God. Psychology, a discipline in the modern day branch of science, is a study of the human mind and its behavioral aspects. As Angell (1973) defines it â€Å"Psychology is commonly defined as the science of consciousness† (Angell, 1973). It is derived from the Greek words psukhe meaning the mind, the spirit or the soul and logia meaning, the study of. This study of the soul or mind goes long back into history and its origin can be traced back to the ancient Greek, Chinese and Indian philosophy. Psychology had always been a part of Philosophy from times long past, however in 1879 it became a separate science. In 1874 Wilhelm Wundt a German physiologist published a book known as Principles of Physiological Psychology, where he related the two branches of science, Physiology and Psychology. In 1879 when he first started a psychology lab in the University of Leipzig, it marked the official separation of Psychology from Philosophy. Psychology which is a study of the mind, deals with something that cannot be applied or felt by the physical senses of a human being. From the very start of civilization man has been contemplating on the very nature of human soul or the spirit. There was also the urge to explain many of the natural phenomenons like the lightning, the storm, the rains, the different phases of the moon and many other similar occurrences that affected the lives of the ancient people. The various questions and the urge to find an answer to all of them soon brought in the concept of animism and anthropomorphism, where nature was attributed with certain human characteristics. Often the term ‘ghost’ or spirit was used, that was granted to be present in all animate or inanimate objects, and was assumed to be the

Samurai Essay Example | Topics and Well Written Essays - 3000 words

Samurai - Essay Example The samurai has played an important part in Japan's record and traditions all over the centuries. Some narrations show samurai as legends who have played a very important role in developing Japan. This research would further describe the origins of samurai, who they were, how they came into being, their way of living, their standards and their importance in the world today. It will illustrate the significance of samurai in the history of Japan and why they are still known as great soldiers of their times. In the earlier times of Japan the battles fought are known to take place in the starting centuries of the AD. The wars that took place in these centuries show that many of the Japanese soldiers at that time crossed the sea to Korea to assist one empire who was having a battle with two other empires consequently. It is recorded that four hundred or above men left for the battle but were easily beaten up by the enemy because of the heavy armor which the enemy had. These four hundred men fought on foot while the enemy rode on horses. At this time the Japanese were unknown of the usage of horses in wars but after the century passed it is evident that horses were also used in the history of Japan by warriors who later were known as samurai. Samurai is a word which was used in the 10th century and the exact meaning of samurai is "those who serve". When the word samurai was derived, it was used mainly for men who defended the capital for the king. At times the people who collected tax were also known as samurai. Afterwards the person who joined military or the person who served any influential landlord was known as the samurai. These samurai used to travel on the horses and at times used to collect taxes from the peasants. This money was then given to the landlord or the emperor by the samurais and was later on used by them for their luxurious way of living. The word samurai made its ground in Japans history and it became quite known to the common people who started to value or dread the samurai. Later on the samurai became famously known for their strength and were used by the rich people to protect their land and wealth. As the land was a source of income for the rich people, they started to keep armies of samurai to protect their lands from intruders. In due course many of the rich people joined hands together and formed clans which ultimately became even more powerful than the ruler of Japan. Later on in the 12th century two of the influential clans (Minomoto and Taira) fought a battle in which the clan of Taira won. But after some years the Minomotos who had escaped from the battlefield came back to fight with the Taira clan. A battle took place between the Minomotos and Taira clans and this battle is known as the Gempei war. This battle however was successfully won by the other clan this time i.e. Minomotos. After the battle the ruler made Minamato Yoritomo shogun the chief of the armed forces. However Yoritomo was not satisfied with the power he got and soon he took o ver from the emperor and declared himself as a dictator. The new dictator gave a new foundation to the samurai and raised their position by giving them land. Gempei War marked an important step for the existence of the samurai. The battles fought during the war put the samurai to a position which was respected and honored. This respect and honor for the samurai is still known and will last forever. The

Most Important Interpersonal Skills Required of a Compliance Officer Research Paper

Most Important Interpersonal Skills Required of a Compliance Officer - Research Paper Example In some jurisdiction, complains officers can perform consultative roles such as advising and supporting business transactions as well as other functions performed by the firm. The compliance officer has the responsibility of overseeing all compliance activities and has substantial authority in an organization (Heller, Murphy and Meaney 20-24). Moreover, compliance officers have direct access to senior persons in an organization such as the company president and chief executive officers. In addition, compliance officers are required to operate independently without the influence of other persons in an organization. Therefore, compliance officers have critical roles to play in enhancing successful performance of a firm. In order for compliance officers to be effective in their duties there are certain interpersonal skill they are required to possess. This paper focuses on the most important interpersonal skills required of a compliance officer, which include negotiation skills, communi cation skills, investigative/analytical skills, qualifications, and confidence. Having appropriate negotiation skills  is important in several jobs including being a compliance officer. Compliance officers are often involved in making company policies are thus required to be able to negotiate with other department heads they may be working with. Moreover, compliance officers often negotiate with regulators such as external auditors on the measures that firms are required to take in order to satisfy the set regulatory requirements. Moreover, when disputes regarding compliance arise in a company, the compliance officers are required to settle the disputes (Heller, Murphy and Meaney 105-109; Safian 28-31). Some compliance officers are accorded great mandate and are required to negotiate with powerful stakeholders such as important political figures or producers in a firm such as financial

Phonological aspect of English teaching and learning Research Proposal

Phonological aspect of English teaching and learning - Research Proposal Example In teaching process much depends on a teacher of foreign language and what English is taught and spoken by the teacher. Nowadays, interest rises in the sphere of phonology and phonetics, as growing number of English speakers of outside the cycle and expanding cycle globally leads to modification of original English under the influence of globalization. It is necessary to analyze this issue on the Arabic learners of English language. (Abd-Elbasseer, Barakat, 2007) The matters of mother tongue influence and its avoiding while learning English of what and how to teach are one of the most discussed ones, both from the students’ and the teachers’ sides. English learning is a wide field of research, especially because of there are several variants of English, and each is considered to be right by its speakers. English teaching methodology has proved the fact of mother tongue influence on English learning statement. (Kavaliauskiene, G., 2009). Mother tongue influences foreign language as the learner tends to compare what to teach to the mother tongue, and all the information received is analyzed and digested from the point of view of differences between these two languages. When pronouncing the sounds of English, vowels and consonants of the mother tongue make the basis for the sounds studied which is incorrect and needs remediation in the process of studying. (Kavaliauskiene, 2009).

Answer 5 essay questions on Civil War Example | Topics and Well Written Essays - 1750 words

Answer 5 questions on Civil War - Essay Example He also had the emancipated slaves in his docket (Schwab, 1901). Another factor that worked in Lincoln’s favor was that he had able generals to make strategies for his war. War generals like Ulysses Grant pushed the advantage of numbers and artillery that they had over the Confederates to work in favor of the Unionists. defensively and holding out as long as possible against the Unionists to let Lincoln know that the war was not worth the effort, it is countered by the fact that the unionists simply had resources that far outstripped those at available to the Confederates. Had the Confederates tried this approach, the Unionists would simply have redoubled the pressure until the South caved in. The unionists used their vast resources together with strategic planning to win the civil war (Schwab, 1901). The only aspect of the reconstruction efforts that were started of by President Abraham Lincoln in 1863 was that it led to the reunion of the confederate states that had seceded with the rest of the country. The rest of the reconstruction effort was a sham that led to the manipulation of African Americans and the abuse of their civil and human rights (Elkins, 1976). Though the confederate states had redrawn their constitutions and accepted the 13th, 14th and 15th amendments, the social structure of the South remained much the same. Once the federal troops had been withdrawn from the South in 1877, the white farmers and landowners took over. There was open discrimination practiced; there was passed the black codes and other legislations that not only hindered the blacks from voting, such as making African American pay to vote (Schwab, 1901). Another way in which the African Americans remained slaves in practice but freemen on paper was by the practice of share cropping by rich white farmers. The African Americans practically toiled on the white men’s land for nothing, barely making enough to live on. With no voices to speak for them in political cycles and

Out of Gas and the Quest for Renewable Energy Resources and Simpler Term Paper

Out of Gas and the Quest for Renewable Energy Resources and Simpler Lifestyles During the 1950s - Term Paper Example These changes transformed standards of living, where people evolved from being small-time energy users to ultimately becoming insatiable energy consumers. Second, Goldstein discusses Hubbert’s prediction on oil, coal, and natural production and consumption levels. Hubbert forecasted that the United States will reach the peak of its oil production in the 1970s. Furthermore, Hubbert also showed that the estimated two trillion barrels of oil in the world will run out too, and that the crisis will begin, not until people have consumed the last drop of oil, but when they reached the peak of its production. Goldstein is arguing that people should wake up to the certainty that the world is running out of gas, and that continuously depending on fossil fuels alone would not be enough to respond to the energy needs of the future. He explores different alternative energy resources and explains the advantages and disadvantages of each source. He predicts that based on the rate-of-conversi on problems, the production of existing alternative fuels will not be enough to substitute for oil demand, unless vast progress on their technologies can be attained in a few years. Goldstein notes that ethanol is renewable energy, but is a negative energy resource, because of the production costs. ... On the contrary, it presents considerable safety and nuclear waste issues. Moreover, it cannot power ordinary automobiles. Goldstein finds promising developments in hydrogen-based energy production and improving battery technology to power up the transportation industry. Cars can run on advanced batteries and transport people and goods over short routes. Hydrogen is clean energy, but further research has to be done to improve its efficient production. Moreover, Goldstein is asking his readers to live simpler lives that will reduce energy consumption. I believe in the Hubbert Peak Theory, because the moment society reaches the peak of oil production, tumbling down becomes much faster, like the bell curve production that Hubbert generated. We just need to take a good look at our own lives and around us to see how much we use up energy. We use it in everything we do. In our cars, in lighting our homes and workplaces, in using our computers, tablets, cellular phones, and MP3 players, and even in producing gadgets that do not use up electrical energy like brooms and pens. Multiply that usage across the world, and especially in booming economies, where energy expenditure rises like tidal waves, and we get a rough idea of what unbridled energy consumption means. Once we reach peak oil, gas, and coal production, by that time, our consumption rates must have increased too, as population rates soar and people grow older and use more goods and tools. As a result, our consumption exceeds the rate of oil production, and we plummet down Hubbert’s bell curve. And we do not get to rise up again in another bell curve of oil production, since oil reserves are not unlimited. This is reality, a reality we have to face and to prepare

Answer 5 essay questions on Civil War Example | Topics and Well Written Essays - 1750 words

Answer 5 questions on Civil War - Essay Example He also had the emancipated slaves in his docket (Schwab, 1901). Another factor that worked in Lincoln’s favor was that he had able generals to make strategies for his war. War generals like Ulysses Grant pushed the advantage of numbers and artillery that they had over the Confederates to work in favor of the Unionists. defensively and holding out as long as possible against the Unionists to let Lincoln know that the war was not worth the effort, it is countered by the fact that the unionists simply had resources that far outstripped those at available to the Confederates. Had the Confederates tried this approach, the Unionists would simply have redoubled the pressure until the South caved in. The unionists used their vast resources together with strategic planning to win the civil war (Schwab, 1901). The only aspect of the reconstruction efforts that were started of by President Abraham Lincoln in 1863 was that it led to the reunion of the confederate states that had seceded with the rest of the country. The rest of the reconstruction effort was a sham that led to the manipulation of African Americans and the abuse of their civil and human rights (Elkins, 1976). Though the confederate states had redrawn their constitutions and accepted the 13th, 14th and 15th amendments, the social structure of the South remained much the same. Once the federal troops had been withdrawn from the South in 1877, the white farmers and landowners took over. There was open discrimination practiced; there was passed the black codes and other legislations that not only hindered the blacks from voting, such as making African American pay to vote (Schwab, 1901). Another way in which the African Americans remained slaves in practice but freemen on paper was by the practice of share cropping by rich white farmers. The African Americans practically toiled on the white men’s land for nothing, barely making enough to live on. With no voices to speak for them in political cycles and

Sports life experience Essay Example | Topics and Well Written Essays - 500 words

Sports life experience - Essay Example My interest in swimming was inspired by my family. Even before I became a swimmer, swimming was a leisure activity that brought part of my family together whenever they needed an enjoyable time out. Today, swimming is one of the many sports I enjoy with or without the notion of leisure or a family time out. In other words, swimming continues to define my sporting personality. Another key experience that I have in sports is shooting. In this sporting activity, I have one-year experience. When I started shooting, I was confident that I would progressively develop my amateur shooting skills. Over the course of the one year, I became a first learner and quickly raised my bar beyond that of an amateur. Today, my experience in shooting is outstanding one year on. Shooting as a sporting activity enables me to switch from one activity to another, thus eliminating monotony in my sports life. More diversity in my sports life experience is reflected in horse riding. In this sport, I have one-year experience. Before I started horse riding, I was looking for a sport that would redefine my ability, potential, and risk-taking perspective. The idea was to engage in a sport that would further test my agility. My one year experience in horse riding has been exceptional in the sense that it capitalizes on my optimistic perception and approach to life. My experience in sports has had its long-term aspect as well. I have over four years’ experience in bodybuilding and at least five years’ experience in soccer. In the body building practice, I am driven by the need to stay healthy, in shape, to work with other experts in this field, and ultimately to build a competitive platform for my sporting expertise. Every day challenges the previous day, but this is the factor that enhances my skills and experience in sports especially in bodybuilding. Finally yet importantly, I play an active role in soccer. This sport is common and famous

Strategic Marketing Emirates Taking the IMC Route

Strategic Marketing Emirates Taking the IMC Route STRATEGIC MARKETING COMMUNICATIONS EMIRATES: TAKING THE IMC ROUTE INTRODUCTION Emirates Airlines established in 1985, is a subsidiary of the Emirates Group, a public international travel conglomerate in Dubai, United Arab Emirates. An Emirate is the largest airline in the Middle East operating its flights hub at Dubai International Airport to various countries all over the world. Emirates initiated flying internationally with two aircraft – a leased Boeing 737 an Airbus 300 B4. Its main focus on providing quality services to customers instead of focusing on quantity of customers. Due to its despite efforts supportive attitude towards customers, Emirates became a market leader in the global airline industry within a short span of time. The overall profit of Emirates grew at a faster rate with a minimum 20 per cent hike every year hence became the fastest-growing youngest fleets in the aviation industry. Because of their excellence in providing satisfactory quality services to the customers, Emirates earned majority of awards globally. It also deals in cargo activities, which is taken by Emirates Group’s Emirates Sky Cargo division. OVERVIEW OF THE CASE STUDY This case study discusses on the overall effort made by the Emirates to ensure the consistency the effectiveness of messages targeted to various audiences. The Emirates has used Integrated Marketing Communication (IMC) approach for marketing their services in front of customers. Majority of the companies have paid close attention to the IMC approach. Various IMC tools such as television commercials, print advertisements, internet marketing, charitable foundations, in-plane advertisements, sponsorships trade promotions have been utilized by the Emirates in order to achieve an excellent market position a positive brand image in the minds of its current potential customers. Emirates could easily reach their target audience via these mentioned modes of marketing promotions. Due to its continuous effort towards marketing the brand services, Emirates maximized exposure rate. Several Challenges Encountered By the Emirates to distribute an individual message about the high class facilities for its customers to create a brand name in front of its customers Explain how Emirates’ promoting approach has been effective in constructing an optimistic trademark appearance with current potential customers? Classify the IMC tools used by Emirates? Emirates flies all over the world. Should Emirates modify its messages channels according to where it advertises? Explain. DISCUSSION OF THE TASKS CONFRONTED BY THE EMIRATES A1. The marketing strategy of Emirates includes – Integrated Marketing Communications (IMC) Approach – Emirates’ advertising policy has been efficacious in generating a progressive brand image in the minds of its current potential customers by embracing the IMC approach for marketing its brand. An IMC concept is an approach of achieving the objectives of a marketing campaign, via proper efficient use of promotional tools methods that are intended to reinforce each other. It enables that all forms of communications messages are linked together hence work simultaneously in harmony rather than in isolation. This approach is used by the organisation to create a unified brand experience for consumers across several communication channels. As marketing efforts have been moved from mass marketing to slot promoting, companies have growing use IMC to cultivate more economical promotions that still distribute value to the customers. Emirates think global – Emirates have set out to be an innovative, modern customer-oriented provider of high quality air travel services. Its brand positioning is that of a leading, international quality airline serving the global community. Living the brand – Emirates deliver on their brand promise of innovation quality. Emirates end line â€Å"keep discovering† sums up its philosophy on travel: Only Emirates lets you discover a more authentic fulfilling life. Do remarkable things – Emirates do remarkable things for integrated marketing communications activities such as advertising, sponsorship, e-commerce, public relations supportive communications. Engaging customers – Emirates have effectively used www.emirates.com to drive the brand experience, maintain cordial relation with the customers by launching frequent flyer program skywards. Through such an effort, Emirates has easily reaches their target audience hence successfully developed a strong relation with their customers. Open up – Emirates mobilising customers to actively participate in the experience other promotional events activities in order to market their service in front of the customers Hence, by using the above mentioned message strategies, Emirates has successfully developed a positive brand image into the market in front of their customers. A2.Emirates use a variety of marketing communication tools in an integrated way to deliver one message about the high quality of its services along with maximising its message exposure rate. Various IMC tools used by Emirates are- Advertisements – An advertisement is a way of publicity or promoting a product, service or any event. There are several modes of advertisements such as online advertising, newspaper ads, radio advertising, television advertising, public speaking, door hangers, flyers word-of-mouth advertising. Emirates utilize the commercials print advertisements for highlighting the airline’s new products, routes, services aircraft. It helps in fostering its services. Sponsorship – Sponsorship is another form of promotional activity. Emirates have undergone partnership with several events both regional international like FIFA. Moreover, Emirates is dedicated to the growth of global arts culture through a number of sponsorships around the world. In fact, Emirates believe that sponsorship is the best way to develop a cordial relation with customers. E-commerce – E-commerce is referred to as purchasing or selling goods or services, or the conducting of assets or data, over an electronic system, mainly an internet. It is also referred to as an electronic commerce. Emirates enable customers to perform online shopping of Emirates related merchandise via its official retail website (emiratesofficialstore.com). Public Relation – Emirates publish three in-flight magazines in order to reach readers passengers during their journey. Through such magazines, passengers are usually encouraged to donate to the Emirates Airline Foundation, which seeks to improve the quality of children. Magazines are the best source of marketing the products or services, as it contains articles illustrations, which attracts customer attention towards it. So, by means of magazines, Emirates has gained majority of market shares along with the competitive advantage in the airline industry. Supportive Communication – Supportive communications is referred to as a style of communicating with customers that has a particular set of aims techniques. The principal objective is to resolve conflict or attain variation in a situation, while protective, even strengthening, the relationship between the communicating individuals. Emirates’ on-board entertainment system has been highly recognized as a market leader, winning awards for its quality enabling the airline to show passengers commercials about it latest offers, partners services. A3.Tagline is a short prominent or memorable phrase used in advertising. It identifies the uniqueness of a brand or conveys some type of special meaning. The taglines which are used in the past by the Emirates airline in order to gain market value customer preference in aviation industry are – Emirates – The finest in the sky Fly Emirates Be good to yourself. When was the last time you did something for the first time? Keep Discovering. Hello Tomorrow. No doubt Emirates has already gained an excellent market position a positive brand image in the minds of its customers via IMC approach its tools but still I believe that Emirates should modify its messages channels by embracing new ideas, new technology good quality services to the customers in order to maintain their position in the market as well as to gain a competitive advantage over its rivals. REFERENCES http://prezi.com/hpx2kqzh_0ck/copy-of-emirates/ en.wikipedia.org CASE 2 SOUTH AUSTRALIAN FOOD MARKETING INTRODUCTION The South Australian government established South Australia (SA) Food Centre in 2008 in order to provide practical advice to food businesses in Australia. Due to the agency its expertise, many other businesses have taken advantages. Countries such as Japan, the United States Hong Kong are the major exporter of the South Australian Food market. Some products like meat, seafood, fruit cheese are the main export food of the South Australian Food market. The main aim of the South Australian (SA) Food Centre is to promote South Australian food businesses through various modes such as Food Talk (an online magazine), Food-e-News (e-mail news updates) the Premier’s Food Awards (awards for South Australian food producers). The key purpose of the South Australian (SA) Food Centre is to create a collaborative partnership with industry government, in order to ensure a thriving South Australian food industry. OVERVIEW OF THE CASE STUDY This case study discusses on the overall effort made by the South Australian (SA) Food Centre in order to make sure that their brand is exciting to consumers, by focusing on factors such as packaging labelling. It also encourages food producers to promote their products brands by not only informing consumers about their availability, but to highlight what is special about a particular product. After performing continuous efforts of establishing collaboration with industry government, one such result came in front from the well-known Charlie’s Group Limited. The Charlie’s group limited is known for selling fruits sports water flavoured with fruit juices. So, due to collaboration with Charlie’s group limited, SA fruit growers received a considerable boost from Charlie’s Group Limited. In-fact SA Food Centre promotes various events, including annual food festivals shopping appearances alongside celebrity chefs media personalities. Due to their despite e fforts towards food industry, the South Australian (SA) mushroom industry gained three main campaigns. So, this well supported program is indicative of the activities of the SA Food Centre. Several Challenges Encountered By the South Australian (SA) Food Centre What type of message strategy should SA Food Centre utilize? Should it be the same for all of the brands in all of the markets? What leverage point makes the most sense for South Australian food producers’ advertising? What type of executional framework should be used in traditional advertisements aimed at consumers? DISCUSSION OF THE TASKS CONFRONTED BY THE SOUTH AUSTRALIAN (SA) FOOD CENTRE A1. Message strategy – Message strategy is a basic step in generating an effective promoting message. It provides the groundwork for rest of the marketing operation. There are three types of message strategy which should be used by SA Food Centre utilize such as: Cognitive message strategy – A cognitive message strategy offerings coherent opinions or fragments of evidence to customers. Among all five types of cognitive message strategies, they should make use of pre-emptive message strategy in order to advertise their products. The idea requires cognitive processing. It makes a claim of superiority based on products specific attributes or assistance with the intent of averting the rivalries from making the same claims. Customers can obtain benefits by purchasing the product. The South Australian (SA) Food Centre could utilize a cognitive message strategy for motivating the food producers to promote their brands by highlighting about what is special in their products for the consumers. By this strategy, food producers can describe attributes like healthiness, pleasant tasting or low calorie many more. So, the marketing promotion of the food products can be increased via cognitive message strategy. Affective message strategy – In affective message strategy, the South Australian (SA) Food Centre could use an emotional advertising method to promote their products in the market. Advertisements that invoke feelings or emotions match those feelings with the good, service, or company use affective message strategies. These messages try to heighten the amiability of the product, recall of the appeal, or comprehension of the advertisement. Affective strategies elicit emotions that, in turn, lead the consumers to act, preferably by buying the product, subsequently affecting the consumer’s reasoning process. Many emotions can be connected to products, including trust, reliability, friendship, happiness, security, glamour, luxury, serenity, pleasure, romance passion. Affective strategy may help in developing a stronger brand name. It helps in creating a positive feeling of the customers towards product. Conative message strategy – A conative message strategy is aimed to lead openly to specific category of consumer response. It supports the promotional efforts, such as coupon redemption programs, internet hits orders, in-store offers like buy-one-get-one-free. In conative message strategy, they depend on action-including conative advertisements, where, situations are created in which cognitive knowledge of the product or affective liking of the product may come later or during product usage. There will be no strength in the unity of a South Australian brand because if it happens, then it will lead to the brand parity so they need to differential the product that lead to equity customer loyalty. So, it is quite essential to utilize a unique message strategy for all of the brands in all of the markets. A2.Leverage point – Leverage pointsare those interpretations, if any, made at extreme or remote standards of theindependent variablessuch that the lack of adjacent explanations means that the tailored regression model will pass close to that particular observation. A leverage point interchanges the customer from accepting a product’s benefits to linking those benefits with personal values. In order to construct a quality leverage point, the creative builds the pathway that connects a product benefit with the potential buyer’s value system. The two leverage points which makes the most sense for South Australian food producers’ advertising are – Government Industry The reason behind that they get a feedback that leads to service credibility to South Australian Food Centres. The leverage points here link product attributes so that it will focus on factors such as packaging labelling – consumers benefits that it will be make sure that their brand is exciting to consumers’ value that it’s related to industry value. The fundamental purpose of the South Australian (SA) Food Centre is to construct a co-operative conglomerate with both industry government. Through this, they could build up strong cordial relations with several agencies corporations, which further enable the South Australian (SA) food producers to market promote their food products into the market with an optimum level of efforts. The leverage point message links these attributes benefits to consumer values. An effective leverage point can be associated with an attitudinal change, especially when the cognitive à ¯Ã†â€™Ã‚   affective à ¯Ã†â€™Ã‚  conative seq uence exists. As a result of collaboration of the South Australian food producers with an industry government, South Australian fruit growers received a considerable boost from Charlie’s Group Limited, the manufactures of Charlie’s Phoenix Organics. It was great news for South Australia’s fruit growers as Charlie’s propelled a new promoting campaign in order to support or promote their products or services. Due to such efforts made by both South Australian Food Centre as well as Charlie’s Group, the South Australian food producers have benefited a lot in attaining market value along with customer’s preference towards their product line. A3.For traditional advertisements aimed at consumers, the South Australian (SA) Food Centre should use emotional framework to connect with consumers get them engage by providing them the value that fulfil their requirements expectations in the product. An executional framework displays the method in which an advertisement plea will be offered. It would be selected in conjunction with an advertising appeal message strategy. The common types of appeal include fear, humour, sex, music, rationality, emotions, scarcity. It is essential that each can be matched with the appropriate executional framework. Several frameworks which could be used by South Australian Food Marketing are: Animation – Animation has become a progressively prevalent executional framework, its usage has escalated intensely. Animation can be presented in both televisions as well as in internet advertising. One sensational animation method is roto-scoping. Roto-scoping is the process of numerically painting or outlining statistics into live arrangements, which makes it possible to present both live actors animated characters in the same structure. Animation helps in creating traditional advertisements funny, interesting attractive for behalf of customers. Dramatization – Dramatization is the best way of learning as it makes a situation more imperative or serious than it really is. It helps consumers to understand traditional advertisements easily frequently. An effective dramatic advertisement can be hard to create, but once it is shaped, it puts a strong positive impact into the minds of customers. Testimonials – Testimonials are also an effective mode of promoting services. It is referred to as a prescribed declaration testifying to someone’s character experiences. It is like an individual recommendation. It is a declaration in provision of a specific reality, fact or claim. It can also be used by South Australian Food Marketing for impacting a strong impression of technical advertisements in front of customers. Demonstration – A demonstration, in short demo, displays how a product works. It provides an effective way to converse the benefits of a product to audiences. It highlighted the product’s numerous usages. Demonstrated ads are well-matched to television the internet. It attracts customers’ attention hence makes them more fascinating towards product line. Fantasy – Fantasy refers to as an imagination. Fantasy execution encourages the audience beyond the actual world to a make-believe experience. The most common fantasy themes involve sex, love romance. So, fantasy fits pleasantly with target viewers that have a preference for a tamer demonstration of sexuality. So, these executional frameworks could be utilised by South Australian Food Marketing for technical advertisements while aiming at consumers in order to attain competitive advantage over the rivals. REFERENCES http://prezi.com/mc-trx1gbx6m/untitled-prezi/# en.wikipedia.org NEW ZEALAND COLLEGE OF BUSINESS (NZCB)Page 1