Travelers Import Cars Case

Erin Crow/Criscolo Robb Romans 4/19/10 HRM Zigrossi Case Study 3: Traveler Import Cars Inc. Facts: †¢ Traveler Import Cars owners Randy and Beryl Traveler both have extensive industry experience. Randy was a partner in Capitol Imports, a prosperous foreign car dealership, and Beryl was a consult holding an MBA who specialized in automobile dealerships. †¢ They decided to go into business for themselves and their successful import car dealership has been in operation for over 5 years. †¢ Several of Traveler’s employees once worked for Capital Imports but were enticed by Randy and Beryl to leave and work for them. None of Traveler’s employees are unionized (but get equivalent benefits) and the staff feels like they are family. †¢ The company started with 1 small dealership, but has expanded and now operates two dealerships, a leasing company, and a wholesale parts store. †¢ Beryl had been in charge of the dealership’s daily operations but w ith the company’s fast growth she felt overworked and hired two experienced managers to help relieve some of her work load. †¢ Although the new managers had good ideas, Beryl was now working harder than ever as the dealership was continuing to expand rapidly. Despite regular meetings Beryl had with managers, her ideas weren’t implemented and important deadlines were missed with increasing frequency. Additionally, employee absenteeism and tardiness was becoming a regular occurrence. †¢ At her wits end, Beryl hired experienced consultant J. P. Muzak to straighten out Traveler’s Import Cars’ quality circle. †¢ Muzak conducted a needs analysis and met with Travelers management team to discuss his findings. †¢ Muzak also conducted an assessment of the company’s managers and discussed the results with Beryl privately. He concluded that most managers could be trained, but that a few were simply incapable of holding management positions. Assumptions: †¢ Muzak’s evaluation of Traveler Import Cars was thorough and his findings are accurate. †¢ Beryl and Randy trust Muzak’s and our advice and will implement our suggestions. †¢ The company can be restructured and remain successful even after Beryl steps back and is less involved in the daily operations of the business. Problems: †¢ Company has grown rapidly without an increase in management capability and efficiency. Lack of equal reporting structure and operational control between Randy and Beryl. †¢ Poor management structure and inefficiency causes high workload for Beryl. †¢ Unqualified and ineffective general manager. †¢ Ineffective employees Jeff Amos and Tom Tucker. †¢ Management decisions are not implemented or maintained. †¢ Company goals and objectives are not clearly defined or communi cated. †¢ The organizational structure is complicated, ineffective, and confusing. †¢ Lack of communication between offices; Supervisors don’t inform subordinates. Poor selection process for managerial positions results in untrained and inexperienced managers and supervisors. †¢ No periodic formal performance appraisal; No performance-based reward system. †¢ Undisciplined or unsupervised employees with increasing absenteeism. †¢ Problematic operational control system in lower levels in organization. †¢ Problems found by Muzak: o Quality circle needs restructuring. o Shorten decision time. o Organization does not implement management decisions. o Lack of follow-up causes serious problems. o Policies and procedures not fixed. o Managers do not delegate sufficiently. New car salesmen do not always transfer sold customers to F&I office resulting in lost revenue. o Service desk employees not retained impacting revenues. Recommendations by Quarter: â⠂¬ ¢ Q1 o Determine the vision and mission of the organization and communicate to personnel. o Develop a comprehensive communication plan for all positions. o Write and distribute job descriptions for all positions in the organization. o Implement a low-tolerance policy for absenteeism/tardiness. Have employees sign written warnings, with three offences equaling automatic termination. Clarify the reporting structure. See the suggested organization chart on page four. o Place Randy as President, Leasing Company, and President, Travelers Motor Cars. o Place Beryl as President, New Dealership. o Ben Schyler reports to Beryl; Stuart Graham reports to Randy. o Promote John Beam to General Manager, Leasing Company, reporting to Randy. Hire a replacement New/Used car salesperson. †¢ Q2 o Release Stuart Graham from the company with a generous severance package. o Promote Sam Carney to General Manager. Hire a consultant to assist with the transition and provide training to Sam. Promote Charles Spikes to Fixed Operations Manager, replacing Sam. o Reevaluate the selection process for new managers and supervisors to ensure only qualified candidates are appointed to those positions. †¢ Q3 o Develop a formal training program aligned with the company’s goals for the managers and supervisors. o Release Jeff Amos from the company. Replace with new hire. o Move Tom Tucker or a new hire to Service Manager. o Hire a New/Used Sales Manager. o Hire a Parts Manager and another New/Used car salesperson. †¢ Q4 Collaboratively create yearly goals for all managers and supervisors and track performance. o Conduct regular performance appraisals of managers and supervisors. o Create a compensation system that rewards employees for achieving measurable targets and for positive appraisals. o Monitor morale in an ongoing program. The HR activities used in the evaluation of this case include testing and selecting employees, training and developing employees, performance m anagement and appraisals, compensating employees, and managing labor relations. Recommended organization chart [pic]

Characteristics of Exploration Literature

Characteristics of Exploration Literature: †¢ Explorers were first & foremost navigators, not writers. †¢ Explorers had a specific audience in mind; they were reporting back to the main land †¢ The American Dream is evident †¢ Indians are always considered inferior †¢ Reports were not always accurate Verazzano: Verazzano’s Voyage †¢ North Carolina up to Canada †¢ Wrote to the King of France who funded the voyage; N. C. cedar trees †¢ â€Å"The complexion of these people is black, not much different from that of the Ethiopians; their hair is black and thick, and not very long, it is worn tied back upon the head in the form of a little tail. †¢ â€Å"Our sailors in the boat seeing a great fire made up, and their companion placed very near it, full of fear, as is usual in all cases of novelty, imagined that the natives were about to roast him for food. † †¢ â€Å"By searching around we discovered in the grass a very cold woman and a young girl of about eighteen or twenty, who had concealed themselves for the same reason; the old woman carried two infants on her shoulders, and behind her neck a little boy eight years of age; when we came up to them they began to shriek and make signs to the men who had fed to the woods. †¢ â€Å"We found them fairer than the others†¦Ã¢â‚¬  †¢ American Dream: Resources that the land has & space. Champlain: Voyages of Samuel de Champlain : The Voyages of 1604-1607 †¢ Est. Quebec; compares in his writing †¢ â€Å"We saw eighteen or twenty savages, who came to the shore and began to dance. † †¢ â€Å"We did not wish them harm, although it was in our power to avenge ourselves. † †¢ â€Å"As for weapons, they have only pikes, clubs, bows and arrows.It would seem from their appearance that they have a good disposition, better than those of the north, but they are all in face of no great worth. Even a slight intercourse wit h them gives you at once a knowledge of them. They are great thieves and, if they cannot lay hold of any thing with their hands, they try to do so with their feet, as we have oftentimes learned by experience. I am of opinion of that, if they had any thing to exchange with us, they would not give themselves to thieving. †¢ â€Å"It is necessary to be on one’s guard against this people, and live in a start of distrust of them, yet without letting them perceive it. † †¢ Single-Minded, descriptive of the natives John Smith: The General History of Virginia, New England, and the Summer Isles †¢ Started traveling at 16 yrs old; Captured in Turkey and sold as a slave; thinks much of himself, he spent most of the voyage in chains in the boat on the way to Jamestown. †¢ 7 out of 105; He was a leader; 35 were gentlemen, Smith was a leader, 38 stayed alive. Wrote in 3rd Person; adventure; New England (he named it) †¢ â€Å"Smith little dreaming of that ac cident, being got to the marshes at the river’s head, twenty miles in the desert, had his two men slain (as is supposed) sleeping by the canoe, while himself by fowling sought them victual: who finding he was beset with 200 salvages, two of them he slew, still defending himself with the aid of a salvage his guide, whom he bound to his arm with his garters, and used him as a buckler.Yet he was shot in his thigh a little, and had many arrows that stuck in his clothes but no great hurt, till at last they took him prisoner. † †¢ â€Å"From Penobscot to Sagadahoc. This coast is mountainous, and isles of huge rocks, but overgrown for the most part, with most sorts of excellent good woods, for building houses, boats, barks or ships, with an incredible abundance of most sorts of fish, much fowl, and sundry sorts of good fruits for man’s use. †¢ â€Å"And surely by reason of those sandy cliffs, and cliffs of rocks, both which we saw so planted with gardens and corn fields, and so well inhabited with a goodly, strong, and well proportioned people, besides the greatness of the timber growing on them, the greatness of the fish, and the moderate temper of the air (for of five and forty not a man was sick, but two that were many years diseased before they went, not withstanding our bad lodging and accidental diet) who can but approve this a most excellent place, both for health and fertility.And of all the four parts of the world I have yet seen not inhabited, could I have but means to transport a colony, I would rather live here than anywhere; and if it did not maintain itself, were we but once indifferently well fitted, let us starve. † †¢ â€Å"So freely hath God and his Majesty bestowed those lessings on them [that] will attempt to obtain them, as here every man may be master of his own labor and land, or the greatest part (if his Majesty’s royal meaning be not abused) and if he have nothing but his hands, he may set up his trade; and by industry quickly grown rich, spending but half that time well which in England we abuse in idleness, worse, or as ill†¦Ã¢â‚¬  †¢ â€Å".. here man, woman and child, with a small hook and line, by angling many take divers sorts of excellence fish at their pleasures; and it is not pretty sport to pull up two pence, six pence, and twelve pence as fast as you can haul and veer a line; he is a very bad fisher [that] cannot kill in one day with his hook and line one, two, or three hundred cods, if they be sold there for ten shillings a hundred, though in England they will give more than twenty, may not both servant, master and merchant be well content with this gain?If a man work but three days in seven, he may get more than he can spend unless he will be exceedingly excessive. † †¢ â€Å"Thus though all men be not fishers, yet all men whatsoever may in other matters do as well, for necessary doth in these cases so rule a commonwealth, and each i n their several functions, as their labors in their qualities may be as profitable because there is a necessary mutual use of all. †¢ My purpose is not persuade children from their parents, men from their wives, not servants from their masters, only such as with free constant may be spared: but that each parish, or village, in city, or country, that will but apparel their fatherless children of thirteen or fourteen years of age, or young married people that have small wealth to live on, here by their labor may live exceeding well. † †¢ Pg: 48: How we owe our God †¢ Reasons for settling Jamestown: o Gold o God o Glory †¢ American Dream: Middle-Class Utopia William Bradford: Of Plymouth Plantation, Book 1 Orphan when very young, very religious (16 yrs old); self-taught; 1621 elected Governor, served 33 years total; wife fell overboard and died; very humble. †¢ Pilgram: Israelites following Moses; â€Å"God’s chosen† †¢ â€Å"What coul d now sustain them but the Spirit of God and His grace? May not and ought not the children of these fathers rightly say: â€Å"Our fathers were Englishmen which came over this great ocean, and were ready to perish in this wilderness; but they cried unto to Lord, and He heard their voice and looked on their adversity,† etc. † †¢ Obstacles faced by Pilgrams: o The ocean (sea sickness) The crew of the Mayflower ? â€Å"There was a proud and very profane young man, one of the seamen, of a lusty, able body, which made him the more haughty; he would always be contemning the poor people in their sickness and cursing them daily with grievous execrations; and did not let to tell them that he hoped to help to cast hald of them overboard before they came to their journey’s end, and to curse and swear most bitterly. But it pleased God before they came half seas over to smite this young man with a grievous disease, of which he died in a desperate manner, and so was hims elf that first that was thrown overboard. o The wilderness (winter upon arrival) ? â€Å"But here I cannot but stay and make a pause, and stand half amazed at this poor people’s present condition; and so I think will the reader, too, when he well considers that same. Being this passed that vast ocean, and a sea of troubles before in their preparation (as may be remembered by that which went before), they had now no friends to welcome them nor inns to entertain or refresh their weather-beaten bodies; no houses or much less towns to repair to, to seek for succour.It is recorded in Scripture as a mercy to the Apostle and his shipwrecked company, that the barbarians, when they met with them (as after will appear) were readier to fill their sides full of arrows than otherwise. † o Indians (attack on beach; savages take tools, etc. ) o Non-Puritans o Self-Doubt ? â€Å"And for the season it was winter, and they that know the winters of that country know them to be sharp and violent, and subject to cruel and fierce storms, dangerous to travel to known places, much more to search an unknown coast. Besides, what could they see but a hideous and esolate wilderness, full of wild beasts and wild men-and what multitudes there might be of them they knew not. † †¢ Mayflower Compact o Plain style- Puritan trait †¢ Puritanism: o Main Class Movement; got their name from their enemies †¢ Puritans Beliefs: o God is omnipotent and good o Individuals are either saved or damned @ birth o The Bible is God’s direct communication to man and should be read daily o No hierarchy should govern the church o Biblical scholars, saw themselves as God’s chosen people o Affliction and Adversity were necessary Puritan Characteristics o Emphasized Education o Introspection was a Puritan trait (journals) o Wrote in â€Å"plain style† (American style comes from) o Only Biblical forms of literature- non fiction †¢ Anne Bradstreet: †¢ The Flesh and Spirit o Introspection (Puritan trait) o â€Å"One Flesh was called, who had her eye on wordly, wealth and vanity; The other called Spirit, who did rear her thoughts unto a higher sphere† o â€Å"Dost dream of things beyond the moon, and dost thou hope to dwell there soon? afterlife; she had doubts) o â€Å"Come, come, I’ll show unto thy sense industry hath its recompense. What canst desire but thou mayst see true substance in variety? Dost honor like? Acquire the same, as some of their immortal fame; and trophies to thy name erect which wearing time shall ne’er deject. For riches dost thou long full sore? Behold enough of precious store. Earth hath more silver, pearls, and gold than eyes can see or hands can hold. Affect’st thou pleasure?Take thy fill, Earth hath enough of what you will, then let not go, what thou mayst find, for things unknown, only in mind. † ( What not have things that you can feel instead of just hoping? ) o â⠂¬Å"This City pure is not for thee, for things unclean there shall not be. If I of heaven may have my fill, take thou the world, and all that will. † (Reaffirms her faith) †¢ To My Dear and Loving Husband o Sex was meant to only have kids †¢ A Letter to Her Husband, Absent upon Public Employment o Breaking of Stereotypes Mary Rowlandson: A Narrative of the Captivity and Restoration †¢ A captivity narrative is a psychological drama that includes: o A Loss of freedom (being caught) o Self- Realization (hardships) o Redemption (gets away from the Indians) o â€Å"The Lord hereby would make us the more to acknowledge his hand, and to see that our help is always in him. † o â€Å" I then remembered how careless I had been of Gods holy time, how many Sabbaths I had lost and misspent, and how evily I had walked in God’s sight; which lay so close unto my Spirit, that it was easier for me to see his presence for ever.Yet the Lord still shewed mercy to me, and upheld me; and as he wounded me with one hand, so he healed me with the other. † o â€Å"Yet I can say, that in all my sorrows and afflictions, God did not leave me to have my impatience work towards himself, as if his wayes were unrighteous. But I knew that he laid upon me less that I deserved. † o â€Å"Before I knew what affliction meant, I was ready sometimes to wish for it. Also read  Driver’s Ed Module Reflection JournalWhen I lived in prosperity, having the comforts of the World about me, my relations by me, my Heart chearfull, and taking little care for any thing; and yet seeing many, whom I preferred before my self, under many tryals and afflictions, in sickness, weakness, poverty, losses, crosses, and cares of the World, I should be sometime jealous least I should have my portion in this life†¦Ã¢â‚¬  (jealously) o â€Å"Affliction I wanted, and affliction I had, full measure (I thought) pressed down and running over; yet I see, when God calls a Person to any thing, and through never so many difficulties, yet he is fully able to carry them through and make them see, and say they have been gainers thereby. And I hope I can say in some measure, As David did, It is good for me that I have been afflicted. † †¢ Crosscurrents †¢ Settler’s views of Indians have envolved: o Manageable Child-like o Friendly (Bradford) o Threat o Enemy †¢ Spectral Evidence ( John Winthrop) o The Trial of Margaret Jones: â€Å"Her behavior at her trial was very intemperate, lying notoriously and railing upon the jury and witnesses, and in the like distemper she died. The same day and hour she was executed, there was a very tempest at Connecticut, which blew down many trees. † o Mary Towne Easty: â€Å"I petition to your Honors not for my own life, for I know I must die and my appointed time is set, but (the Lord knows it is) that if it be possible, no more innocent blood may be shed, which undoubtedly cannot be avoided in the way and course you go in†¦.The Lord above, who is the searcher of all hearts, knows that as I shall answer it at the tribunal seat that I know not the least thing of witchcraft–therefore I cannot, I dare not, belie my own Soul. I beg your Honors not to deny this my humble petition from a poor dying innocent person, and I question not but that the Lord will give a blessi ng to your endeavors. † †¢ Cotton Mather †¢ The Wonders of the Invisible World o Characteristics of Puritanism that supported Salem witch trials: †¢ Affliction is necessary and good †¢ Watchdog mentality (neighbors) †¢ No Fiction was allowed (drama) †¢ God’s chosen people vs. Satan o Lasting effects of Salem Witch Trails: †¢ Hastened the Demise of Puritan Dominance †¢ Accused is Innocent until proven guilty

Chocolate business plan Essay

Introduction The market leader of the chocolate industry in India, Cadbury, is a British subsidiary of the American multinational confectionary, food and beverages conglomerate â€Å"Mondelez International†. Cadbury, is the second largest confectionary company in the world, close on the heels of Mars, Inc. In India, Cadbury owns a market share of 66 %, significantly ahead of the other multinational company operating the same space for many years, Nestle India, as well as other national, international and regional brands like Amul and Ferrero. Cadbury India began its operations in India in 1948, and has been a trusted and favored brand for decades in India. The market share has decreased from 70-80% in view of entry of other international chocolate companies in the Indian market, however it is still significantly large. Cadbury figures in the Brand Trust Report, 2011 in the Top 100 Most Trusted Brands in India. While Cadbury sells products in several categories such as candy, gum, beverages and chocolate confectionary, this report is aimed at studying the marketing strategy employed by Cadbury India in view of its chocolate confectionary business. Some of the products in this category include the highly popular Dairy Milk, Dairy Milk Silk, Bournville, Temptations, 5 Star, Dairy Milk Shots, Celebrations, Perk and Toblerone. In order to analyze the marketing strategy for Cadbury, this report begins with a SWOT analysis of the company. Environmental Analysis Political Food Safety Act 2006: Detailed and exacting regulations, for standards of production as well as imported chocolates, exist in India. Opportunity. Cadbury is better equipped to follow standards in production than smaller regional or local brands. Strength. Expand into the rural areas before local or regional companies focus on the rural market. Import Tax Rates on Chocolates: A tariff rate of 30% is levied on chocolates. Opportunity. Strength. Demand for premium chocolates at affordable prices can be encashed before foreign entrants can grow their roots within the Indian industry by introducing and aggressively marketing domestically manufactured premium chocolates. Economic Per Capita Spending Patterns: The biggest consumption category in India is Food. Spending in this amounts to almost 21% of the Gross Domestic Production. People, on average, spend 31% of their budget monthly, on food. 70% of the food spending is on agri-products, which incorporates candies and confectionary including chocolates. Two-thirds of this spending is on processed products. Domestic spending on food is expected to grow at a compounded 3 annual growth rate of 4% and billed to reach approximately 320 billion US dollars in value within the next 7 years. USD 841 million is spent on chocolates and confectionary in India. Opportunity. In households across income groups, a large share of money spent goes towards processed agricultural products including chocolates and other confectionary items. This can be encashed by developing effective channels to reach out and sell to lower and lower middle income groups. Strength. Socio-Cultural Social and cultural acceptability of products: There is an increasing acceptance of chocolates as an equivalent of traditional sweets in urban areas. Chocolates are, however, still seen as a luxury food item in rural areas. Opportunity. Chocolates are increasingly being seen as an equivalent or substitute for traditional sweets in terms of the convenience it offers when used for gifting on occasions. Strength. Cadbury is already working on this approach to sell to urban consumers. Rural consumers can also be reached out to and offered chocolates as a new gift item replacing sweets leading to increased sales. Technological Constantly improving technology in chocolate making leads to better tasting products as well as more convenient storage. Opportunity. Strength. Cadbury has the financial capability to invest in R&D and has already produced products that are better suited to Indian tastes and storage conditions that other foreign entrants into the industry are not yet as well adapted to. Natural factors. Climate for Cocoa Production: Cocoa, used to produce chocolates can only be grown in regions 15 degrees to the north or south of the equator. Cocoa, originally a crop native to the Amazon basin, can only be grown in the southern states of Kerala, Tamil Nadu, Andhra Pradesh and Karnataka. It is not a commonly grown crop. Threat. Lack or scarcity of domestic cocoa producers can affect production costs of chocolates within the country. Strength. Cadbury has encouraged farmers in Kerala to produce cocoa since the 1970s and is now in the process of promoting Cocoa as an inter-crop plant for coconut growing farmers. Successful pursuance of this connect with the farmers would help Cadbury procure raw material at lower prices within the country. Consumer behavior Age composition: 66% of the population is below the age of 35. Opportunity. It implies that a huge part of the population can be encouraged to take up consumption of chocolates more frequently and will be met with less resistance than that put up by older consumers with already set eating habits. Strength. 4 Competition Traditional Sweets: Very widely available and traditional choice, but inconsistent in hygiene levels and taste. Threat. Build on image of chocolates being a better and more hygienic choice, which adheres to food safety standards set out by the Govt. Build on image that chocolates are a more sophisticated choice for gifting carrying greater meaning than ‘mithai’ from neighbourhood sweet shops. Strength. Confectionary items like candies, cakes and icecream: Candies are easily available and appeal to children who have traditionally been the target consumers for chocolates. Threat. Cadbury can emphasize more strongly that chocolates are not meant only for children but for adults as well who may not prefer to eat candies. Cadbury chocolate can be offered as an experience, that is not replicated by eating candies and conectionary items. Strength. Entry of several foreign players: As India is seen to have a rapidly growing chocolate consuming country, with people willing to spend not only on inexpensive smaller packs of chocolates, but also premium chocolates as well, foreign players have started foraying into the market with the hope of establishing a presence in the premium sector at least. Threat. Cadbury can increase its foothold in the premium sector of chocolate industry by launching and promoting premium chocolate brands with higher cocoa content which could be priced a bit lower than the foreign brands. In fact, Cadbury is already in the process of implementing such a strategy through the introduction of Bournville and Toblerone. Strength. Suppliers Global network: Half of the cocoa sourced for chocolate making by Cadbury is from sources around the globe, including countries like Ghana, for its famous brand Bournville. Opportunity. Cadbury can source the majority of its cocoa from farmers in India through contract farming, while importing from foreign countries specifically for certain brands only. This will help reduce loss due to global fluctuations in cocoa bean prices and also reduce transport or shipment costs. It will also help create an even more positive image in the eyes of the Indian population. Strength. Dealer network: Cadbury has CSR activities directed at the farmers who are producing cocoa on contract for Cadbury in the state of Kerala. Opportunity. Cadbury is now in the process of extending these activities to farmers in 3 more southern Indian states. This will help cement positive relations between the cocoa growers and the brand, which may put it at an advantage when compared to new foreign entrants in the country like Ferrero or Mars, Inc. Strength. 5 Advertising environment Use of role models: Trustworthy role models in the media, when used as Brand Ambassadors, give a much needed push to the further acceptance of a product. Opportunity. Cadbury has been able to utilize this by roping in celebrities like Amitabh Bachchan, thus emphasizing the idea that even adults can have chocolates, since even a person of Amitabh Bachchan’s stature has not shied away from having them. Cadbury also has the financial power to rope in more high profile celebrities for the same. Strength. Availability of media and ad agencies: Several media channels like TV, Radio, newspapers are available for Cadbury to advertise on. Opportunity. Cadbury has been advertising its chocolates heavily throughout, to keep the brand on top of the mind recall. There have been innumerable ads by Cadbury that have long stayed on people’s minds and even evoked nostalgia, indicating a deep connect of the brand with the audience. Strength. Segmentation Cadbury segmented the consumer based on age. Till the 1980s, chocolates were seen as a luxury item which were eaten only on special occasions or used to reward children with. Despite being the market leader already at this time, Cadbury decided to reshuffle their marketing strategy and position chocolates as a snack and an everyday item of consumption rather than a special treat. In order to do this, the first step was to segment the consumers. Geographic or occupation based segmentation would have proven less relevant in helping raise revenues generated from chocolate sales. The segmentation was done on the basis of age. The existing segment of choice for Cadbury had been children up to the age of 14 who had been driving the consumption of chocolates until the 90s. The other segment that the consumers could be grouped into was the adult population. Targeting The decision made to target a segment is based on gauging the segment attractiveness of the segment. During the 90s, with a rise in the population of the 15-35 year olds, combined with a surge in income and spending power due to the simultaneous opening up of the economy, made the adult segment an attractive one and since then, it has been targeted by Cadbury. Being the market leader already, switching to this target consumer group was not a difficult move for them, in terms of channel attractiveness of the segment. The existing channels which served the consumers until the 90s, such as kirana stores, need no resource intensive special adaptations to serve the youth consumer group as well. Alongside this, competitive attractiveness of the youth segment was also high since no other chocolate company had targeted this consumer group so far. Although this meant 6 Cadbury needed to put in extra marketing effort to change the social acceptance of chocolates in this group, it also translated into a first mover advantage for them. Positioning Positioning is the decision of how the brand wants to be perceived as by the target consumer group vis-a-vis competitors. Cadbury has positioned itself to cater to specific needs and attributes that the target consumer group looks for. Cadbury’s objective was to engage the customers of the adult age group. In the early 90s, Cadbury had the leading share in the market but the volume of sales in terms of per capita consumption was very low compared to western countries. This was also because consumption of chocolate by children was strictly governed by adults and hence increasing per capita consumption within the children consumer group was not a feasible option. In order to widen the net of consumers, Cadbury had to increase the social acceptance of chocolates in the adults age group. This was done through the means of extensive and successively huge ad campaigns which eventually lowered the attitudinal barrier that existed. Cadbury had wanted to and has successfully moved from the perception of chocolate being a children’s product to a celebratory/gifting product, and more recently an indulgence product (For instance Cadbury Silk). In 1992, Cadbury launched a series of aggressive ad campaigns starting with ‘Real Taste of Life† which showcased adults eating the chocolates on their own and not in a parent role or buying it as a reward or a way to say sorry to loved ones. This included the famous ad â€Å"Kuch khaas hai zindagi mein† which showed adults enjoying the taste of chocolates on their own. Later on, Cadbury launched a campaign for Perk which said â€Å"Thodi si pet pooja† which emphasized the use of the chocolate as an any time snack to satisfy hunger, which was a marked shift from the earlier perception of chocolates. Later, to promote Cadbury chocolates as an alternative to traditional desserts, the â€Å"kuch meetha ho jaaye† campaign sought to change perceptions once again, this time including the entire family consisting of elderly grandparents also in the ad to show acceptance of the Cadbury chocolates as dessert. By tying chocolates to Indian customs, and festivals, like Celebrations especially for Raksha Bandhan and Diwali, Cadbury has come a long way from the â€Å"Real Taste of Life† campaign, and â€Å"Indianized† itself in order to entrench itself within the minds of the adult population in India. Marketing Mix – 4 Ps Product/Service Product There are four types of products by Cadbury India, and this report is focused on the Chocolates category. These aim to satisfy the hunger need as well as relaxation and convenience need (easily available snacking option). In order to satisfy these needs, the 7 product is available very easily, at least in the urban markets and in various sizes. Cadbury chocolates are branded so as to represent some emotional core values like family values, and togetherness, but at the same time, they are also branded as a fresh, satisfying, convenient product. Place Cadbury has 6 company-owned manufacturing facilities: 1. 2. 3. 4. 5. 6. Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) Hyderabad There are 4 sales offices, one each in New Delhi, Mumbai, Kolkata and Chennai. The corporate office is in Mumbai. In terms of distribution, Cadbury chocolate products are sold directly to wholesalers and retailers. The network comprises roughly 2100 distributors and 4,50,000 retailers. The chocolates are sold through Kirana stores, gift stores, medical stores, canteens, paan shops, bakeries and so on. Price The generally established price point for chocolates in India is Rs 5 and Cadbury has 4 products at this point including Dairy milk, 5 star, gems and perk. This price point accounts for half of chocolate sales in India. At the same time, Cadbury sells multiple differently sized packs on a range of prices, going up to higher, premium priced products as well such as Bournville. In this way, Cadbury has a hold on various price points available to various groups of consumers based on their appetite for spending. Promotion Cadbury promotes its products through various media channels. It uses mainly television ads with strongly featured taglines that get associated with the products easily. There is some amount of seasonality in the market in the way that demand ideally goes up during festive season due to gifting needs and Cadbury launches special ad campaigns around those times to encash on this increased demand. National level competitors like Amul have been unable to match up to the scale of promotions undertaken by Cadbury. Regional players hardly advertise on a big scale through campaigns. However, its MNC competitor Nestle has its own promotional ads and campaigns that seek to rival Cadbury’s and sometimes directly challenge the Cadbury ads. 8 Recommendations 1. In view of the recent entry of foreign players in the market, though Cadbury does not face the threat of losing a significant amount of its existing customers, for instance, those who buy Dairy Milk or Perk, there is a possibility of losing out on potential customers who are interested in premium chocolates. Since this is a rapidly growing industry, and being the established market leader, Cadbury should focus on its premium chocolate brands in a big way through more visible ad campaigns and promote their products based on the brand equity they have built through the years. 2. While leveraging the lower cost of Cadbury premium chocolates vis-a-vis foreign chocolates, Cadbury must take care to ensure it does not go the Tata Nano way, as lower prices in the premium segment may be perceived as lower quality in the product delivered as well. 3. As it has already managed to successfully position chocolates as a snack for children’s as well as adults’ consumption, it can now focus on activating the elderly consumer segment which is typically more resistant to chocolates compared to traditional sweets and feel guilty on indulging in chocolates even if not restricted by health reasons. 4. Cadbury can now change the positioning of certain specific products or introduce new products to cater to â€Å"instant energy† giving needs similar to Mars bars abroad. 5. Recently, a 20-calorie chocolate has been developed in the UK which is now being sold at Michelin starred restaurants. Cadbury can also direct some of its R&D endeavors towards developing a similar product which would give the company a distinct edge over competitors and help tap into a new markets and increase their consumer width. 9 NATIONAL BRAND 10 Introduction Amul is an Indian dairy Co-operative based out of Anand in Gujarat. The co-operative started off as the Kaira District Co-operative Milk Producers Union in December 1946. The Co-operative was set up by the milk producers of the Kaira district of Gujarat who felt cheated by the unfair trade practices. The co-operative collected processed and marketed milk and was co-owned by the milk producing farmers of the district. The brand Amul was used by the Kaira District Co-operative to market its brand of milk products. By the 1970s the Co-operative model had become highly successful and spawned similar Co-operative in other district s of Gujarat. In order to combine together and expand their market while not competing with each other, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), an apex marketing body of these district co-operatives was set-up in 1973. The brand name of Amul which was held by the Kaira Union was transferred to GCCF. Today, the GCCF is the largest food product marketing organisation of India. The co-operatives collect around 10 million litres of milk per day from around 3 million milk producer members of the Co-operative. Its current turnover is around Rs. 140. 0 billion. Amul started producing and marketing chocolates in 1970. It currently markets 6 different chocolate brands namely Congtas, Fundoo, Chocozo, Bindaaz, Rejoice, Almond Bar, Fruits and Nut and Amul Cooking Chocolate. Current market share of Amul chocolates is just 4% as compared to market leader that is 66%. The main reason behind such low market share is lack of promotion and more focus on dairy products. Environmental Analysis Strengths ? ? ? Raw material (milk) security: Major raw materials for the production of chocolates are Cocoa, milk and sugar. Milk supply is secured for the company which protects it from any volatility in prices. High brand awareness: Amul through its concerted marketing over the last 5 decades has created a brand that is synonymous with good quality. The brand has also become a symbol of successful Indian entrepreneurship that has positively impacted the lives of millions of small farmers, hence there is a sense of patriotism and pride associated with the brand as well. Strong distribution network: Amul has been marketing and supplying milk through a pan India distribution network which supplies milk and milk products to independent retailers but also to its own milk parlours. 11 Weakness: ? ? ? Low market share: Amul chocolates have a low market share in the Indian chocolate industry. The brand, though having a strong recall value, is not primarily associated with chocolates. The market leader in the chocolate industry in India is Cadbury with 70% market share followed by Nestle at 20% market share. Co-operative structure of Amul: Due to the Co-operative nature of GCMMF, there is limited capital infusion in the company. As a result there is a limited scope for aggressive product launches or diversification. Volatility in Cocoa prices: Unlike the major chocolate producing companies in the world, Amul does not own a cocoa plantation. The prices of cocoa are volatile in nature as they are dependent on the international demand supply dynamics. Not having a cocoa plantation of its own exposed the company to volatility in prices of this raw material. Opportunities: ? Huge untapped market: The per capita consumption of chocolate in India has increase from 40 gm per person in 2005 to around 110 gm per person currently. Though this is impressive growth in itself it is still much lower than the per capita chocolate consumption, in countries like Ireland or Belgium which have a chocolate consumption per person of more than 11 kilograms or even USA or Australia which have chocolate consumption per person of around 5 kilograms. There is thus a huge untapped market for growth in the chocolate industry in India. Corresponding Strength: Since Amul has a strong â€Å"Brand awareness†, people would be willing to buy new products launched under its brand name. Amul can launcha variety of new chocolate products for youth and kids. ? Gifting: Gift hampers consisting of chocolates has been a successful marketing strategy by companies like Cadbury. Amul too has the ‘Rejoice’ brand especially for this purpose however there is scope to launch or aggressively advertise this. Corresponding Strength: Since, Amul is a strong brand name and has a strong distribution network, It can very well advertise the gift packs like rejoice and can introduce new brands catering to the same need. ? Advertising: Amul need to advertise and carry out lot of promotional activities to inform the consumers that still exist and can provide them with what they want. It’s been years that Amul’s chocolate advertisement has been telecasted on India’s major television channels. Sales promotions like discounts and free samples can also help them to increase the Brand awareness and attract customers to switch brand from competitors. Big brands use a celebrity as a Brand Ambassador for its product. 12 For example Amitabh Bachchan for Cadbury & Rani Mukherjee for Nestle, Amul can also use a brand ambassador for the promotion of its chocolates. Corresponding Strength: Amul has a huge turnover of around Rs 140 billion and is a financially strong company and has enough funds to carry out the needed advertising campaign and promotions. By spending a small percentage of revenue on advertising campaigns Amul can increase its market share to a large extent. ? Low rural penetration of chocolates: There is significant awareness of the Amul brand even in rural India. The company can leverage these launch cheaper brands targeted at the rural segment which has till now stayed away from chocolate consumption. Corresponding Strength: Amul has been marketing and supplying milk through a pan India distribution network. It has a strong distribution network in rural areas. Amul can leverage this strength and can launch cheaper products in rural market. Threats: ? Strong competition from foreign multi nationals: There is significant potential in the Indian chocolate industry which has been attracting international competition. Companies like Cadbury have been launching premium swiss chocolate brands. Also other premium chocolate brands like Ferrero Rocher are making their presence felt in India. Corresponding Weakness: Since â€Å"Amul† is mostly related to its milk products and has not made its presence felt strongly in the chocolate industry, its still far behind its competitors like Cadburys which is a very aggressive player in the chocolate industry. Amul faces tough competition and to handle the same it needs enormous marketing and advertising campaign and introduction of new chocolate products under its brand name. ? Low brand loyalty in chocolate industry: Chocolates are impulse purchases and compete with categories of soft drinks, snacks and other beverages. Although people may like a particular type of chocolate (dark, milk, white, etc. ) there is not a significant brand loyalty. Hence this presents a threat to established players in the market. Corresponding Weakness: Since Amul has significantly low popularity in chocolate industry and also people are picky while selecting a chocolate, there is not a single chocolate brand product under its brand which enjoys strong loyalty from consumer side. Also, people like to try different kinds of chocolates and are not necessarily inclined towards a single chocolate product. Since, Amul does not offer a large variety of chocolates; therefore it is at a weaker position in the chocolate industry. 13 Segmentation Geographic segmentation: Chocolate consumption is concentrated in urban areas of the country. Chocolate consumption in rural areas of the country may be considered negligible. Chocolates are still considered as a luxury product by the population and are hence consumed by the middle and the upper classes of society which reside in the towns, cities and metropolitan centres of the country. Amul chocolates are thus marketed in these areas of the country. Demographic segmentation: Amul chocolates are mostly segmented its consumers into various age groups like the children, adolescent and youth segments of the society. Since, chocolates are particularly liked by children and middle aged and older generations refrain from eating it citing health concerns due to high sugar content of chocolates. Targeting The brands of Amul chocolates like Fundooz, Bindaaz, Congrats etc. have been named to be attractive to the younger generation who use these words in their daily lexicon. There has been a strategy by the company to provide a young, dynamic and fun loving character to its chocolate through such branding. Amul chocolates also markets two brand namely Amul Cooking Chocolate which is targeted towards the homemakers and professional cooks and chefs. Positioning Positioning is the decision of how the brand wants to be perceived as by the target consumer group vis-a-vis competitors. Amul has positioned itself as an affordable, â€Å"value for money† chocolate. Since, it has mostly targeted kids and youth, it is still considered as a snack unlike cadbury’s product like Celebrations which is considered as gifting option. Amul has not positioned itself as an alternative to sweets or has not developed its product to actually cater to an emotional need. It is simply a chocolate available at a lower price. Marketing Mix. Product Amul has a very low range of products in its chocolate business. There are only 8 chocolate brands that Amul offers as of now in the market and these are Congrats, Fundoo, Chocozo, 14 Bindaaz, Rejoice, Almond Bar, Fruits and Nut and Amul Cooking Chocolate. The problem is that there is no clear differentiation between the products that it offers. For example Cadburys is catering to a different need corresponding to its individual Chocolate product. ? ? ? ? ? Product Dairy Milk Dairy Milk Shots Bournville 5 Star Perk Need Milk Chocolate (Basic taste and style). Small balls of chocolate (Circular unlike chocolate bars) Dark Chocolate Sweeter in taste with honey as an ingredient Crispier with wafer inside However, Amul completely ignores such kind of differentiation between its products and hence their product can be easily substituted by their own products apart from the competitor’s product. Another important factor is packaging because majority of the consumers is kids and youngsters who like attractive packaging. Most kids buy chocolates not just because they like chocolates but also because of the attractive wrappers. Packaging used by Amul stands low on appearance parameter. Also, it lacks a common theme or â€Å"top of the mind† recall point. For example, Cadburys is strongly associated with blue wrapper and more than brown it’s the colour blue that we associate with a chocolate. As compared to this, Amul’s packaging is weak and lacks lustre. Amul needs to make changes to its product (chocolates) like introduction of more flavours and attractive packaging because the wrappers Amul uses is not at all attractive compared to those used by Cadbury and Nestle. This would keep them in competition with competitors like Cadbury and Nestle. 15 Pricing Second P of marketing that is Price is often confused with blindly lowering the prices of different products and completely relying on this strategy to increase sales. However it is of extreme importance to divide the target group on the basis of their price sensitivity and purchase power. Every customer segment has different price expectation from the product. To maximize the returns, it is important to identify the right price level for each segment and then progressively moving through them. Amul has launched various chocolate products to cater to different segments of population. Pricing must take into account the competitive and legal environment of the industry. Majority of people in India live in villages and have low disposable income. With such a heavy competition in the chocolate market, Price plays a very important role. Amul pricing strategy has been â€Å"Value for Money†. Amul’s believes in giving value for money to its customers and it has always followed that principle. Its products are of high quality and available at affordable prices. For example, Cadbury’s â€Å"Fruit n Nut† is priced at Rs 35 per 42 gm pouch whereas Amul’s Fruit and Nut is sold at just Rs 25 per 40 gm. Amul offers same quality at a price 30% lower than its competitor. Amul has not launched any premium (high price) product in its chocolate business. Place Place in marketing is considered as the channels of distribution through which products move from the manufacturer to the consumers. The channels of distribution mean intermediaries or middlemen who act as a link between the manufacturer and the consumers. Factors that need to be considered when choosing the place are the characteristics of the product, characteristics of the buyers, control and competitors channels. Since chocolate is an edible product, Amul should adopt an intensive distribution strategy wherein they will manufacture products and make it available at various shopping malls, food joints, local stores, Chocolate parlours etc. Corresponding to its strong distribution channels, Amul currently has very low visibility. It needs to increase the visibility through offering discount to retailers along with buybacks to convince them to store the Amul Chocolates. Since Amul is a â€Å"value for money† brand it can be placed anywhere from small kirana shops to big malls. Amul has a big brand name because of its dairy products. They can easily use it to increase the awareness of its chocolates using various distribution channels. 16 Promotion Promotion refers to exchange of information between an organization and the consumer of its products. Consumers here include Customers, shareholders, employees, government and other parties related to the products like trade union and media. The aim of promotion is to inform the consumers, differentiate from other products and to persuade them to buy. There are many techniques of promotion like Advertising, Sales promotions, Direct Marketing & Personal selling. Amul has been criticised for lack of promotion. Amul has a strong brand name because of its dairy product leadership. Amul must advertise its chocolates using media like newspaper, television and internet to inform the public about the quality & the price of its product. Amul has totally shifted its focus from chocolates towards milk and other milk products and have totally ignored chocolates. Using the mediums like Television and newspaper the company needs to remind the public that they are back with improved products at an affordable price. 17 Recommendations 1. Amul needs to introduce new varieties of chocolates and improve its existing ones. 2. They should introduce milk chocolates like Nestle’s Milky Bar, Chocolates with fruits and nuts like Cadbury has its Fruit and Nuts, Mint chocolates like Nestle’s After Eight etc.

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How Has Hooliganism (Spectator Violence) Permeated The World Of English Soccer - Essay Example The activities or manner is now known as soccer hooliganism which began in England near the beginning of 1950's (Giulanotti, 1994, Pp 12-13). In other European countries, parallel models of behaviour appeared about fifteen or twenty years later, near the beginning of 1970's. Italian fans fashioned a mainly obsessive variety of football support known as Ultras, who are now a chief force in the Italian sport and are widespread in a some other EU states. Football hooliganism is extremely complicated to describe, mostly for the reason that the media have been tremendously supple and undefined in assigning the "hooligan" tag to diverse occasions. The majority to mean disarray or confusion concerning football enthusiasts sees football hooliganism. Frequently this engages illegal actions and in the majority - but surely not all - cases takes place either at or just earlier than or after a football contest. Much football-throng chaos is impulsive, but a lot is set by bunch of criminals or gangsters who connect themselves to football societies and assemble to meet, and clash, from other societies (Crawford, 2004, Pp 42-43). It is frequently stated that hooliganism at football competitions turn out to be much more widespread in the 1970's and 1980's, with extra details of range of violence at contests. Nevertheless, yet again it is hard to know whether the quantity of chaos amplified or whether the rising media attention in, and exposure of, throng's chaos has destined it is reported faraway more often. Fundamental Problems Of Hooliganism Hypothetical explanations of football spectator hostility dwell in four different categories. First, there is the early on approach which accentuates that hooligan activities is a representative effort by blue-collar fans to reinstate some power over a game which they feel gradually more estranged from. Second, there is the ethogenic approach, which sees football watchers fighting as a custom appearance of mannish violent behavior. A third clarification, the planned segmentation approach focuses the implication of lower working class group arrangements and premature socialization as the key to perceptive the models of violent behavior shown by football hooligans. A concluding group of approaches see football viewer's chaos as a way of recompensing for the defeat of society sourced by post-war business and municipal expansion. This analytical research supplies a critical evaluation of some key features of the outcomes of comebacks to racism within British football. Other three features are recognized as: the conflation of racism with hooliganism'; the responsibility of antiracist operations within the sport; and the refutation of the trouble of racism within football sport. It is disputed that even as some of these interferences are praiseworthy, a common flaw is a malfunction to understand the environment and forcefulness of diverse racisms. This worry reflects more universal debates about the need to theories the intricacy and variety of the notion of racism and to recognize its opposing temperament. Writers in the past have stressed out the significance of touching away from extraordinary outsets of

“The Story of an Hour” by Kate Chopin Essay Example for Free

â€Å"The Story of an Hour† by Kate Chopin Essay In her short story â€Å"The Story of an Hour,† Kate Chopin portrays a woman – â€Å"young, with a fair, calm face, whose lines bespoke repression and even a certain strength† – dealing with the death of her husband. Chopin laces the story with imagery – sounds, smells, sights, and sensations – to highlight contrasting traits of Mrs. Mallard’s experience for the reader. Chopin waits until Mrs. Mallard receives the news of her husband’s death before showcasing her visual exposition. â€Å"When the storm of grief had spent itself,† introduces a weather-oriented comparison that enhances the mental suffering typically felt upon receiving this kind of news. Mrs. Mallard secludes herself in her room and â€Å"There stood, facing the open window, a comfortable, roomy armchair. Into this she sank, pressed down by a physical exhaustion that haunted her body and seemed to reach into her soul.† The spring time elements contrast the news that lingers over her: â€Å"The delicious breath of rain was in the air,† â€Å"The notes of a distant song†¦ reached her faintly,† â€Å"Countless sparrows were twittering in the eaves,† Chopin uses these short, but descriptive, sentences to contrast how Mrs. Mallard appears to feel at that moment. The familiar smell of rain creates a connection between the reader and the main character, describing the common â€Å"April showers† that nearly everyone has experienced. As Mrs. Mallard gazes out the window at the â€Å"new spring life,† she hears a person singing and a bird singing. The different descriptions of the spring life function as a barrier for Mrs. Mallard because she now has to deal with the death of her husband and, at the same time, enjoy a beautiful spring day. The imagery Chopin uses to describe Mrs. Mallard’s activities in her room the way she sits in a comfortable chair, and looks out of the window of her room to see trees that were all aquiver with the new spring life are definitely not emblematic of grief. Despite that she was not consciously dissatisfied with her marriage to her husband, she suddenly looks forward to a life lived under her own recognizance. To support the assumption of oppression and sadness in Mrs. Mallard’s past, Chopin says that the clouds â€Å"had met and piled one above the other.† This image of unity symbolizes the happiness that Mrs. Mallard never felt before. The emotional divergence overwhelms Mrs. Mallard, leaving her â€Å"thrown back upon the cushion of the chair, quite motionless, except when a sob came up in her throat and shook her, as a  child who ahs cried itself to sleep continues to sop in its dreams.† The comparison to a child further supports the metaphorical rebirth that she is going through. Mrs. Mallard feels overwhelmed by her day’s happenings until a rush comes upon her. â€Å"When she abandoned herself a little whispered word escaped through her slightly parted lips. She said it over and over under her breath: ‘free, free, free!’† She felt overjoyed about the news of her husband’s death. â€Å"Her pulses beat fast, and the coursing blood warmed and relaxed every inch of her body.† This sensation helped her to realize that this event finally gave her the chance to get away and live her life the way she had always wanted to. The reader has just accepted Louises reaction to her husbands death, when the most unexpected happens; Mr. Mallard walks through the door â€Å"a little travel-stained.† This imagery depicts him as worn-down and docile, not valiant. Josephine’s â€Å"piercing cry,† highlights the abruptness of the situation, and serves as a curtain to the scene. By effectively appealing to the senses, Chopin creates a story filled with suspense and dramatic descriptions. Mrs. Mallard feels trapped and alone in her room until she realizes the true potential of the open window that showed her the world outside her dull, gray life, â€Å"She was drinking the very elixir of life through that open window.† Sights, sounds, smells, and sensations all serve to support the reader’s understanding of Mrs. Mallard’s experience.

Effectiveness of Sponsorship Strategies

Effectiveness of Sponsorship Strategies This paper discusses how Under Urmour gets noticed by the customers. It does this by; making its brand personally relevant, surprising, and easy to process; use of objective and subjective comprehension through sponsoring up-and-coming athletes and ensuring that the consumers can clearly see different models as well as its mission and guarantee on its website. The paper also discussed how Coca cola and Pepsi are marketing their brands to teens worldwide via music. OPTION 2 HOW UNDER ARMOUR GETS NOTICED What is Under Armour doing to make its brand personally relevant, surprising, and easy to process? Initially, the company positioned itself as a brand for the athletes of the next generation by sponsoring upcoming athletes; which is in contrast with its competitors such as Nike who only sponsor established athletes. The audience interprets this as a gesture of community service by promoting new athletes who are known for their dedication and athleticism. The Under Armours brand gains customer attention and visibility as these sponsored athletes perform well. Additionally, Under Armour has put tremendous effort to attract women to its brand. In the past decade, the company has increased its credibility by investing heavily in terms of time and energy to reach the female consumer. In Sept 2010, the company launched a Facebook fan page for women called Under Armour Women, where members can get to upload various videos articles, and workouts. The aim is to market its products to the females just the same way it does to their male counterparts (Mick, 1992). The company gives incentives to its customers such as wholesale discounts or discount on new products. To further maintain the element of relevancy and surprise, it sells variety of sports gear both light and heavy for both sexes. The company has also established a healthy long term relationship with its retailers, wholesalers as well as their customers. The bottom line is; persuasion is the primary element of the companys marketing goal which consists two key ingredients: credibility and relevancy (Mick, 1992). The role of objective and subjective comprehension in Under Armours ability to market its products by sponsoring up-and-coming athletes Objective comprehension is usually understood as the extracting or grasping of a pre-specified meaning from an advertisement; these meanings are normally given or rather directly implied by the advert as intended by the advertiser. Thus, objective comprehension is basically a one-dimensional construct with the major aim of ensuring the recipients of the message draw accurate amount of meaning from the message. On the other hand, Subjective comprehension is understood as the creation of meanings by an individual through the activation of mental perceptions related to the advertisement and the processing context (Mick, 1992). By using the objective and subjective comprehension in the adverts, consumers can easily draw practical comprehension inferences that cannot be linked directly to the advert message. Thus, through sponsoring up-coming athletes, the consumers draw practical comprehension conclusions that the company is not only promoting a high-quality product but also promoting the community welfare. The use of the objective and subjective comprehension in the advertisements makes the consumers feel more involved and also helps them to acquire higher product knowledge which in turn increases their comprehension elaborations. As a result, Under Armour does not personally sell of their products; the advertisements helps customers know what the company is all about (Mick, 1992). Why would Under Armour want to be sure that consumers can clearly see different models as well as its mission and guarantee on the brands website? Unlike its competitors such as Nike; Under Armour has an optimistic perspective of helping athletes develop their careers. Additionally, for the past decade, the company has provided its customers globally with precisely superior products engineered with their unique fabric construction, as well as absolute moisture management proven innovation in all its products. The company has been building a strong brand image over the past years giving it the following strengths: a strong brand equity for both the company and customers; innovativeness couple with professional armature athletes sponsorship giving it good public relations; a superior brand; has a strong brand name; has a unique, recognizable logo; rapid growth; and produces high quality apparel. Thus, with the unique and practical mission statement coupled with the companys distinctive strengths, Under Armour wants make sure that the consumers understands that they are getting the best products in the market as well as getting a good value for their money (Business Teacher, 2012). OPTION 3 Marketing to Teens Worldwide via Music The long-term results that Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens around the world. The long-term result that Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens globally is brand loyalty. Brand loyalty refers to the continuous preference by the customer for the products of an existing company. Companies create brand loyalty through; relentless advertisements of their names and brand; protecting their products through patents, product inventions and innovations through continuous research as well as, through development of programs that emphasis on development of high quality products and high-quality after-sales services. Brand loyalty has a positive influence to the manner in which the consumer perceives the product or the company. To create brand royalty, a firm has to relate a brand to human personalities which in turn creates feelings of affection, warmth and belonging to a product (Bryson, 2010). The best way of creating long term brand loyalty to a product is by cultivating feelings of warmth, fondness, and a sense belonging towards this product in people while they are young. The two companies recognize the need to reach the younger audiences because the teenage demographic is expected to represent a third of the worlds population by 2020. Human beings a generally habitual creatures thus, by creating the brand loyalty with teenagers, they will remain royal to this brand even as they grow older. Marketing advantages and disadvantages of associating a soft drink brand such as Coca-Cola or PepsiCo with musical groups that are just beginning their careers. Music is integrating in mass electronic media (internet, tv and radio) advertisements so as to enhance its the advertisement success. Advantages Entertainment Music has the entertainment aspect that makes advertisements more appealing to the audience. This increased attractiveness enables an advertisement to capture more attention. Thus, music enhances the brands, products or services value by connecting it to music (Bryson, 2010). Memorability It is easier to recall a piece of music than images or spoken language because music tends to linger in the listeners mind for long. New music groups mostly have new songs that have not yet bored the audience. As the listeners get to learn the new songs, they also get to learn more about the product. These new songs enable listeners to remember company details such as the company name, webpage or even an appealing slogan linked to the brand (Bryson, 2010). Authority Establishment and Targeting Certain kinds of groups or life styles attribute themselves to certain kind of music. This makes it is possible to appeal to a particular group through use of certain kinds of musical genres. The company can also easily use the new musical groups to target a particular kind of groups or lifestyles than. This is because new music groups are more flexible than established music groups because they are more willing to experiment with various music genres. In this case music serves as a nonverbal identifier. Growth of brand as well as The musical Group As the sponsored musical group gains popularity, the companys brand gains attention and visibility. Disadvantages Not all sponsored music groups end up becoming popular: poor performance of a musical group results in less advertising revenues. Brands have the ability to make up-coming artists into stars but at the same time, these artists have the ability to destroy the brands name by not being successful enough (Bryson, 2010). The reason why the two companies emphasize new music and emerging performers in their ads, rather than well-known songs and groups Brands are identifying and embracing the new ways in which various kinds of audience access music and are finding ways and means to capitalize. With their major targets being teenagers globally, the two companies have realized that, teenagers have a high affinity for new music and also emerging performers. Thus, the up-coming musicians promote their brand while the companies sponsoring and also give their new music some exposure. This is more or less a collaborative process, by leveraging the power of each. It is a fact that there is a greater association to the product or brand being promoted by a new talent than renting an existing talent. This is because the young people love the element of surprise in the brand image (Bryson, 2010).

Consequences Of Cheating In Exams

Consequences Of Cheating In Exams In todays age when you look at the word Cheating, you may find many different definitions or meanings. Whether you cheat at work; known as fraud, cheat at home; known as dishonesty, or at school, this act of conduct can lead to many consequences made by ones choice. Cheating is defined in the dictionary as, to deceive by trickery; swindle, however the dictionary fails to tell you if it is right or wrong to cheat. People have many different beliefs when it comes to cheating; some think its fine to do while others completely disapprove. School systems today are so lenient in their rules, guidelines and consequences; thus causing cheating, copying or forgeries to be frequently used. Many students take advantage of copying someone elses work whenever they are given the chance. Other times, students will simply have someone else do their work and turn it in as their own, not realizing the effects this behavior can create. This creates a lack of creativity, no sense of responsibility and the students will never acquire new knowledge. These practices of cheating, copying and forgery by students are unethical and should be brought to the surface whenever possible. Students that copy other students work are hurting themselves in the long run. Their creativity level drops every time they copy or have someone else do their work. After a while of copying and forging, the students ability to think creatively and successfully becomes next to nothing. Educators must continue to socialize students of all ages about the importance of maintaining high ethical standards,. The educational system is where students learn these tricks and proceed to carry them on into there professional careers. Corners are too easy to cut these days, and in order for people to keep their minds as functional as possible, they need to do their own work. It is too easy for students to buy a students paper that had the same class the quarter before, reword it a little, and turn it in as their own. Students are no longer able to write a fictional story by themselves because the computer or someone else can do it for them. Students also begin to lose the sense of responsibility when they have other people do their work. They dont feel that they have to do anything to pass a class, only that as long as they turn in a paper, their thoughts or not, they will receive credit for the assignment along with a passing grade. This creates the feeling that life will always be a handed to them on a silver platter. This type of thinking is what is going into the work environment when these people leave the education system. Employers dont want workers that cant pull their own weight, and that is all they are going to get from these people that think cutting corners is all right. Even worse is when these people that cut the corners hold management positions. These crooked managers infringe on the ethical workers by asking them to do unethical practices on the job, such as asking their factory workers to pretend they didnt see the failing scores from the health and safety inspections. Thanks to ethical resisters some of these unethical practices are being brought to the surface, exposed and corrected. Along with losing their creativity, the students that copy others work never get to feel that sense of accomplishment that comes when the paper you have been working on is finally complete. They dont get the uplifting feeling when they get their paper back and they have received a good score. The feeling isnt there because the work isnt their own. They use other people to receive the score, but they feel nothing. If they never have that feeling, there is nothing to motivate these people to do better the next time around. Yet, there may be one thing that is the worst of all when people pass off someone elses work as their own. That would be that the forger doesnt gain any knowledge. People can only learn from the things they do, and if someone else is doing their work, they are never going to learn anything. Making mistakes and learning from them may be one of the most effective methods of learning. For instance, if a student performs extremely poorly on a very important paper, chances are that student will always remember what they did wrong and what would have been better. Where as the same student wont even remember the lecture that was taught for an entire week straight. If people dont do the work themselves, they can never learn from their mistakes. These people that cheat will go through life expecting someone else to always be there to do their work. When the time comes that they will actually have to do the work themselves, they arent going to have a clue on where to start. They wont know to take responsibility for the things they do and they will never be able to think something up on their own. They will be so used to simply grabbing someone elses work that they will fail at anything they try to accomplish themselves. These people need to be stopped not only for their sake but because it is not fair to the people whose work they are always stealing. People work hard and should receive credit for the things they do, the people that dont work hard, should not receive credit. We must reward the ethical resisters that are brave enough to speak up when they notice these unethical practices taking place. For ethical resisters are,indeed, the heart of a national resolve for individual responsibility on behalf of the common good Cheating in academics is never the proper way to achieve academic greatness, but it can be an easy way out for any level student. In less technical days, cheating in education was left to hiding notes in odd places or glancing over another students shoulder. Teachers were able to catch cheaters either by visual proof or evidence within the similarities of test. Cheating held consequences but nothing that could ruin an educational future. Todays technology is so advanced that cheating is on a whole other level. Computers, cell phones, and hand held devices all add to the cheating craze that has swept high school and college level education. Different technologies provide different ways to cheat that make teachers and professors jobs to educate a bit more difficult. The cheating era has made cheating a more serious offence with education ending consequences. Computers come in small packages in present day and can offer students the opportunity to cheat more accessible. Not all cheating is done with ill intentions. Students use the internet for research all the time and there are instances that those who cheat are unaware of cheating. Students often share information via blogs. According to Problogger.net, a blog is a type of website that is usually arranged in chronological order from the most recent post (or entry) at the top of the main page to the older entries towards the bottom (Problogger.net 2008). Some students may find information on those blogs and use it as their own without properly citing them or determining if they are reliable or not. Some students will exchange emails with answers to test or study questions which is cheating. One final issue can be that students lack investigation skills to find out if their sources are reliable or not. All these issues with computers just scratch the surface of the issue, as technology c ontinues to grow so will the opportunity for students to cheat. Students

Reaction Rate Investigation :: GCSE Chemistry Coursework Investigation

Reaction Rate Investigation Planning I am trying to work out the rate of reaction between marble chips (calcium carbonate) and Hydrochloric acid. This will be my plan of how to carry out my investigation. There are many factors, which I could change in this experiment. These are 1) Concentration. An increase in concentration means there are more particles. More particles means there will be more collisions. 2) Surface Area. Breaking the solid into smaller pieces will increase the surface area exposed to the other reactant. 3) Temperature. Increasing the temperature will cause the particles to move faster. When particles move faster, more collisions occur and the collisions are more violent. This should increase the reaction rate. All of these factors will affect the reaction rate, but I have decided to change the concentration of Hydrochloric acid. This will determine the rate of reaction by measuring the amount of Carbon Dioxide given off. As I will only change one factor, I will have to keep other factors constant. These will be: - 1) The temperature 2) The size of the marble chip 3) The same apparatus will be used throughout the experiment I predict that as the concentration of hydrochloric acid increases and it becomes more concentrated, the more Carbon Dioxide will be given off. As the concentration increases the chip will fizz more violently. When the concentration has been doubled, the reaction will have doubled. The reaction rate can be increased if the concentration of the reactant is raised. As there are more particles to react with in a higher concentration of acid, the chance of an effective collision goes up. I have performed similar experiments and have acquired this equation: Calcium + Hydrochloric Calcium + Carbon + Water =============================================== Carbonate Acid Chloride Dioxide The reaction rate is also known as the collision theory. This is when successfully 2 particles collide with each other and give off a successful product. This is as shown below: For my experiment I will use 5 different concentrations of hydrochloric acid. These are: 0.5M 1M 1.5M 2M 2.

Victorian Architecture :: Architecture

Victorian Architecture During the Victorian period, there was a revival of classical (Greek and Roman), Gothic, Renaissance and Baroque architecture. Romantic architects replicated Greek and Roman buildings, which were revered as the ultimate examples of beauty (Sporre 487; Tansey 932). Increased nationalism in England also sparked a revival of Gothic architecture. After the Houses of Parliament burnt down in London (1834), the task of redesign the new building was assigned to Charles A. Barry and Augustus W. N. Pugin. Their Gothic design of the new Houses of Parliament make it a prime example of Victorian architecture today (Tansey 955). It is important to recognize that Romantic architecture was not only a return to the past. Modern technologies and materials, as well as non-European influences, also played a role. (Sporre 495-98; Tansey 956). One example is the Crystal Palace designed by Sir Joseph Paxton for the Great Exhibition in London (1851). Made of iron and glass, it was designed to be rapidly put together and taken apart. Another noted architectural example of this period was John Nash’s Royal Pavilion in Brighton (1815-18). The design of this palace was greatly influenced by Islamic and Eastern architecture (Flynn; Sporre 495-98; Tansey 956, 1014). Victorian architecture was both a rediscovery of the past and the precursor of Modern architecture. Some buildings embodied both of these characteristics. The Houses of Parliament and the Crystal Palace’s outside architecture had little to do with their functions and internal design. Their architects were revolutionizing the world of architecture and ushering in the

Civilization :: essays research papers

What is civilization? It actually involves the application of a world view, a particular vision of reality to a human collectivity. Today this definition has become quite ambiguous in the minds of many people because of the eclipse of religion in the modern world and the spread to the rest of the globe since the 19th century.   Ã‚  Ã‚  Ã‚  Ã‚  The importance of ethics. No civilization has not emphasized ethics. Actions have an effect on the soul. Actions are not indifferent. There is no exception, Islam, Hinduism, Buddhism, Judaism, and Christianity. The idea that the structures of society must be bound by certain ethical norms which ultimately affect us as human beings born for immortality. They are there to preserve certain values, the possibilities of certain attitudes, they are following certain religious life which itself is absolutely essential for human being to exist. In traditional civilization art was always an expression of the truths of religion. That is why we distinguish between religious are and sacred art. Religious art is simply an art whose subject happens to be religious. Sacred art is an art whose very forms reflect realities, principles, whose symbols are meta individuals.   Ã‚  Ã‚  Ã‚  Ã‚  Khazali Khorasan he is one of the most important Islamic figures of Islamic history. â€Å"If civilization dialogue does not take into consideration the centrality of religion than everything else is secondary.† Fortunately in the West there still remains something of Judaism and Christianity. It has not totally died out.   Ã‚  Ã‚  Ã‚  Ã‚  So this dialogue between Islam and the West, or the Hindu world and the West, I think must first of all address those people in the West who still believe in both the reality and an ethical system which is in fact very similar to our own. All religions are at the heart of civilizations. There are several elements all based one way or another on religion but not identically with it which must be taken into consideration in serious civilization dialogue. First of all the world view. Presiding ideas which the religion itself in its philosophical, theological understanding. What is our ultimate understanding of reality. It that which determines how we act, how we think, how we look upon ourselves whether it is positive or negative.   Ã‚  Ã‚  Ã‚  Ã‚  Tension Is more evident in the oriental, non-western world because colonialism took several centuries. But those tension are also becoming more and more evident for people in the West, between those who want to go back and live traditional life and many of whom have embraced Islam, or Buddhism.

Removal of tea breaks in the company Essay

It has been noted that many employees have been taking their tea break for more than an hour. The tea break is only supposed to be for thirty minutes, from 10h00-10h30. The customers have been complaining about poor service and it has come to my attention that the reason poor service is being provided to our customers is because of the long tea break hours. This gives a very bad impression to the customers and visitors and it reflects badly on the company. Staffs are reminded that tea breaks will no longer be taken as from 10 September 2012 until further notice. The decision to remove the tea breaks was taken by 70% of the staff members, who all voted to remove tea breaks. Staff should note the following points: * Because of the removal of the tea breaks, lunch has been extended for an extra thirty minutes. As from 10 September 2012, lunch will begin at 12h30 -14h00. * All employees are expected to be in their offices at all times, from 08h00 until lunch time. Should any of the employees feel like taking a break during working hours, permission should be asked from their immediate supervisors. * The company kitchen will be open and available for use at all hours, however, employees are asked not to stand around and chat in the kitchen during working hours. * No eating is permitted in the offices during working hours. Please do not hesitate to contact me should you have any questions.