Monday, September 30, 2019

How to Survive the 1st Week of College

How can you survive the first week of college Do you ever find yourself anxious, nervous, and afraid of the first week of college? Well, you shouldn’t be. College is the best time you will have during your life time and shouldn’t be wasted especially the first week which is the most energetic time. To survive the first week of you college, all you need to do is have proper hygiene, quickly accommodate yourself with new friends, including peers and teachers, and lastly you should adapt yourself to your new environment. Do you like people that come to school with morning breathe, sweat, and look as if they’ve been up for five days straight?A clean person is a healthy person. Without good hygiene you will have a bad first impression. It is important for a student to take care of themselves by properly taking a refreshing bath, so that all the sweat accumulated over night can be washed away and you could feel refreshed and rejuvenated. It is also a good practice to c ome to college with your teeth brushed and your breath smelling fresh and new just like your body after a shower. This will let your peers know that you are properly cleansed and are ready to presume with the educational process.They will also like to be around you for your fresh and new smell. You should not only have proper hygiene but you should also accommodate yourself with new and reliable friends. You should not only make friends with your peers but also with teachers. This will help you to socialize and widen the amount of friends you currently have. Moreover, they will get you out of harsh and intense situations such as a quarrel or argument. Befriending teachers is very useful because they could help you to understand the work better and give you easy learning methods.College provides stress daily; therefore, could bring down your mental focus and also bring down your grades which will then affect your GPA. However, with good companions this will not happen because they wi ll brighten up your day and take away your stress. Your new friends, including peers and teachers will then be your new family during college hours. You guys will be looking out and taking care for one another. Basically, you should always make new friends during your first week of college because in the longer run you will need their help for support and encouragement.Secondly, not only should you have and show good hygiene and make new friends but you should also adapt with your new surroundings. You should learn and adapt to your surroundings as soon as possible so that you can become familiar and comfortable in your new environment. This will help you to easily maneuver your way through the structure of your college. Furthermore, knowing your surroundings is essential so you can prevent getting going astray and having to ask directions. Knowing your surrounding is a good way not to get into trouble, you do not want to find yourself in the wrong place at the wrong time.In short, the first week of college can be easily survived by have proper hygiene, finding and accommodate yourself with new friends, and lastly adapting yourself with your new environment. You do not want to show a bad first impression, you do need the help of new friends which include classmates and teachers, and you surely have to learn and intertwined yourself with your new surroundings so that it becomes a part of you. These steps will greatly impact your first week in college and make it more comfortable for you to overcome your anxious, nervous and scared feeling.

Bread Talk Marketing Analysis Essay

BREAD TALK GROUP (Bakery) Number of brands under Bread talk group ( bakery) 1) Bread talk 2) Toast Box 3) The icing room 4) Bread Society Macro- environment: * Economic: There is a rise in income for most middle and lower income earners, making the bread sold price inelastic as it is a smaller proportion of the salary earned. Bread talk will always enjoy a demand for their bakery products. * Demographic: There is an increase in Singapore’s Population (overcrowding) from past years, more people will cause an increase in demand for such bakeries. * Culture: It is Asian’s habit to eat supper/ tea and hence selling of breads can be used as snacks during these breaks. Therefore there will always be a demand for these snacks. * Technology: Bread talk consulted top R& D teams to create more varieties of bread. 50 novel recipes conceptualized with the input of international bakery consultants within its Research & Development team. The exciting Euro bread series harnesses the taste and quality of European breads and incorporates them with a variety of Asian flavors, such as drunken longan, black sesame, spinach and sweet potato. * Competition: There are also many bakery shops that are well known such as Four Leaves, Crystal Jade, Cake History, Begawan Solo etc. which are in close vicinity of Bread talk. Consumers may choose to purchase breads in different shops according to their tastes and preferences Market: * over 600 bakery outlets in 15 territories * territories include: Singapore, China, Hong Kong and the Middle East Customer target group: * people with different range of income esp. low and middle class * no age group * the discerning customer who enjoys her daily bread * esp those living in city areas Strategy of company * Spirit of innovation: introduced new bakery model called Bread Talk Transit positioned as a quick stop for consumers on the go. Bread talk also developed a mobile application, allowing users to make purchases, locate outlets, and be informed of the latest promotions. By enabling customers to shop-on-the-go, it effectively reduces the in-store shopping time by close to 33% and led to a 75% increase in customer compliments. * Increases productivity and allows for more versatility when sourcing for retail space. * Rapid expansion of the Bread Talk brand. * Strengthened Brand presence : Build RamenPlay, Bread talk, Toast Box and The icing room together in Nex reap financial benefits through cost savings due to shared expenditure ( set up costs) * More charity work being done/ sharing their success: To celebrate 10th anniversary, BreadTalk pledged 5 cents from each Floss Bun sold to Straits Times School Pocket Money Fund, raised $50,000 for needy school children. * Marketing mix: 1) Product: bread, pastries, cakes and drinks. Always create new varieties of breads: Chilli Crab, Carlee Crab & branded its signature bun: Chicken Floss Bun. There are 50 types of bun available in each outlet. Objective: Gain revenue and to satisfy customer’s desire for snacks, especially during breakfast and tea time because most people usually take bread or pastries during this time 2) Place: 25 outlets in Singapore. Some places includes: Parco, Bugis junction, Paragon, Tiong Bahru Plaza, Novena Square, Jurong Point Shopping Centre, Marriott Hotel, Tang Plaza, Junction 8Shopping Centre, Great World City, Capitol Building, Turf City, Parkway Parade, HDB Hub (Toa Payoh), Tampines Mall etc Objective: Locating everywhere allows the customer to buy their bread anywhere! 3) Price: Min. price: $1.00.Max. price:$2.00 Objective: Priced averagely so that people can afford the bread 4) Promotion : a. Store structure: i. Each outlet bears the urban, clear glass, clean cut look punctuated subtly with detailing of contrasting colours of artworks, unique to each locale. (Zen-like concept) ii. BreadTalk signature â€Å"see through† kitchens allow their chefs to showcase their expertise upfront, sharing the preparation of the freshly browned breads and tempt the customers to have a taste of their breads. b. Advertisements/Television/Banners to attract others cheaper price during anniversary month : Bread talk campaign tagline â€Å"Breadtalk gets you Talking†, c. Use of their own brand plastic bag, pamphlet and coupons also serve as a type of promotion to attract new customers wherever and whenever the name carries it. d. Loyalty card-Spend above $5, you will get a stamp on your card. With correct no. of stamps, they are able to redeem a free bun. Flaws * Decline in sales was due to some outlets’ business not doing well, leading to revenue and profits made by other outlets to go wasted as earning cannot overcome losses made. * The popular ‘Chicken Floss Bun ´ idea was stolen by other bakery shops. Bread Talk pushed onto the losing side as competitor sells the product at lower prices price out-grew satisfaction! Improvements made: Market Penetration : 1) Bread talk can have delivery services 2) Bread talk can sell using push carts 3) Conduct more lucky draws to encourage more purchase of breads Product Development 1) Create Minis Breads like Four Leaves such that consumers get to taste and will go for the normal one if the flavours are nice 2) Create certain type of breads during festivals like CNY , Christmas Market Development 1) Open a place to sit and eat ( E.g. Cafà ©) to allow ppl to rest and interaction /not just buy and go 2) Open more shops in residential areas ( underneath HDB flats etc.) so that it is more convenient for residents | Diversification 1) Invent new bread flavours that customers like by surveying them before that Swot Analysis Strengths 1) Unique concept & branding: captures interest of consumers as it constantly develops products reflecting contemporary  lifestyle and current events. Shops gives customers a sense of friendliness 2) Wide range of products:  Bread talk offers over 150 varieties of breads, buns, pastries and cakes overall. Breadtalk constantly introduces new products to cater to customers’ changing tastes. It currently introduces approximately 10 items every four months 3) Strategic Locations : located at strategic and accessible places to attract potential customers as having high customer traffic flow (near public transport systems , retail outlets, , cinemas) Weakness 1) Pricing: products are priced higher than the products of other bakeries, which might cause customers to choose another brand 2) Selection of Products : products limited to bread and cake compared to Bengawan Solo with pastries choices Opportunities 1) Nature of Products :Bread is a commodity and can be sold anywhere in the world. There is a high potential for global growth since there is a constant consumer demand for bread expanding of business overseas 2) Other Markets: BreadTalk has forged partnerships currently in Indonesia, China (Shanghai) Malaysia, the Philippines, Taiwan ROC and the Middle East (Kuwait, Saudi Arabia, Qatar, Bahrain, Oman and UAE), India and Hong Kong. Threats 1) Product/Brand Concept Replication Breadtalk faces the threat of product/brand concept replication by other bakeries especially in regions which Breadtalk has not ventured into (eg USA). 2) Competition from Direct and Indirect Competitors: – indirect competitors include specialized bakeries like Donut Factory, which are currently both capturing increasing consumer interest.

Saturday, September 28, 2019

Food and Beverage

Answer: Food and Beverage Service is the service of Food made in the Kitchen and Drinks prepared in the Bar to the Customers (Guest) at the Food & Beverage premises, which can be: Restaurants, Bars, Hotels, Airlines, Cruise Ships, Trains, Companies, Schools, Colleges, Hospitals, Prisons, Takeaway etc Food & Beverage Outlets are divided in to the following categories: Restaurants: Restaurants are places where Food & Drink is served. There are various types of Restaurants: All Day Dining Restaurants: They are sometimes called as Coffee Shops or Cafe in Hotels.They are usually big in size with many Covers (seats), compared to other Restaurants in the same Hotel. The main reason why they are called All Day Dining Restaurant is because of their hours of operation, as they are open for Breakfast in the Morning to Lunch in the afternoon to Dinner in the Evening. Fine Dining Restaurants: Fine Dining Restaurants are characterized by their elaborate and exclusive menu with special emphasis on the very high quality food they serve. The emphasis being on fresh ingredients and natural flavors or on the type of Cuisine served, or both.Usually the operation of this restaurant revolves around the Head Chef or Chef De Cuisine of this Outlet. Specialty Restaurants: These are Restaurants which usually have a type of National or Regional Character or Cuisine attached to them, for example: Italian Specialty Restaurant, Chinese Specialty Restaurant etc. In some Hotels they do also sometimes have Multi Cuisine Specialty Restaurant, which literally means that Restaurant serves cuisine from more than one country, or the dishes on the Menu at that Restaurant has Food Specialties from many different countries. . Lounge: Lounges can be found in different hotels. Their main purpose is to offer Food & Drinks in relaxed surroundings with comfortable and cozy seating in relaxed surroundings. There are many kinds of Lounges ranging from a Lounge in a Lobby, Cocktail Lounge and Cigar Lounge to Executive and Club Lounge in special Floors. 3. Bar: Bar is a place where drinks are served. There is usually a small Snacks Menu too. The service is fast and quick.There are various kinds of Bars ranging from Formal bars to Club Bars, Pubs, Pool Bars, Wine Bars, Cocktail Bars, Beach Bar to Juice Bars and many more. 4. Discotheque/Nightclub: They are outlets where Music and Entertainment takes priority with the Food & Drink. The operation is very fast and the guest numbers are large. Security is an important aspect in these operations. Music and entertainment can range from DJ to live bands playing. 5. Room Service/In Room Dining: Room Service, also known as In Room Dining .It is the service of Food & Drink in Guest Rooms in a Hotel or a Resort. Depending on the size and type of Hotel or Resort its functions vary. 6. Meeting and Conference Rooms: Meeting and Conference rooms together with Ball Rooms come under the Banquets & Conference section. They are a great source of Revenue in Food & Beverage Department usually in Corporate and City Hotels. MICE (Meetings, Incentives, and Conferences & Exhibitions) can alone bring much revenue in some hotels in comparison to other outlets in Hotel. 7.Ball Rooms: These are large Function Rooms which are primarily used for Functions and Weddings. The Staffing ration of Full Time Staff in this section is very less as the Function and Wedding Business can sometimes be seasonal and extra staff is usually filled in by the use of Casual Staff. This Section is the most Dynamic section in Food & Beverage with the Conference Section, which is more physically demanding and creatively oriented. 8. Delicatessen: Delicatessen or Deli traditionally had been a place where fresh meat and other produce were available.Hotels nowadays use this concept of having a Deli on their premises, where guests can buy fresh produce ranging from Freshly Baked Bread, Cold Meat, Fresh Salads, Cakes, Home Made Ice creams and light and healthy drinks. 9. Ot hers: There are many other Food & Beverage outlets ranging from Fast Food Outlets to Food Courts to Snack Bars which are usually stand alone or in a shopping centre. This is just a brief introduction to Food and Beverage. Detailed information on Food and Beverage can be found at Food and Beverage Bible E Book By Santosh Koripella at: www. foodnbeveragebible. com

Friday, September 27, 2019

The Impact of Changes on Safety and Cost of SABIC Dissertation

The Impact of Changes on Safety and Cost of SABIC - Dissertation Example According to Kumar. R. ( 1999 ) , the basic purpose of any research work is to understand and analyze the chosen research phenomenon . There are many methods of communication research methodologies like qualitative research , quantitative research , case studies and many more . These communication research methodologies try to acquire the actual scenario of the research phenomenon by methods of interviews and surveys . The qualitative methodology happens to be based on the interpretative paradigm , while the quantitative methodology follows the positivist paradigm of knowledge . This research has chosen the quantitative research methodology as one of the research approach . Another research methodology chosen for this research includes the case study method . According to McMurray et al. ( 2004 ) , when these two methods are used together , provides triangulation , which is expected to increase the validity and reliability of the research data collected . The strategy chosen for this research work comes under the two approaches , they are the quantitative method of data collection followed by statistical analysis and the case study approach which follows an empirical inquiry of a research phenomenon in real life situations . The quantitative method of data collection seems to follow the positivist paradigm that assumes that the participants are aware of the research concept and thus they intend to answer a defined set of questions in a predetermined scale . Here , the questions and the answers are defined by the researcher and the participant just chooses a specific option that suits his opinion . Thus the opinion of the participant in the research is generally limited to the set of answers and any other relative opinion of the participant seem to be suppressed . Â  

Thursday, September 26, 2019

Comparitive Paper on Ways of Knowing and The Serpent and the Rainbow Essay

Comparitive Paper on Ways of Knowing and The Serpent and the Rainbow - Essay Example Even though outwardly appearing to follow the Christian identity accorded to them by the Euro-Canadian people, they have kept their traditions alive. Jean-Guy Goulet in her book presents her understanding of the social life in the form of a certain practices that are still alive and relevant today to the identity of the Dene Tha’ of Chateh. The concept of unseen reality holds a significant place in the way the Dene Tha view their knowledge. They interact with the dead through ‘dreams’ or ‘visions’. The soul is believed to travel outside the body of the dreamer to visit ‘the other land’. This journey is treated the same way as when a Dene Tha’ travels and meets what would be ‘a real person’ to us and ‘a person living in this land’ to them. â€Å"The Dene Tha differentiate between ndahdigeh, "our land," and echuhdigeh, "the other land," and their respective inhabitants, but they do not do so in the way Euro-North Americans may oppose the natural and the supernatural, the field of science on the one hand and the field of mysticism, magic, and religion on the other. The other land, also referred to as yake, "heaven," is experienced firsthand in dreams or in visions when the soul journeys away from the body. It is in the other land that one meets relatives who have passed away as well as Christian figures such as Mary and Jesus. Dene Tha Elders easily follow an account of a trip to a nearby town with a story of a journey to the other land. To the nearby town in our land they traveled by car. To the other land they traveled with their souls. In both cases they visit actual places and meet real, living people.† (Goulet, 1998) They treat the knowledge gained through these experiences the same way they would treat knowledge gained through encounters with living people. It is treated as experiential learning, a primary source, a direct evidence of truth. This is evident

Business Writing Class Discussion Assignment Example | Topics and Well Written Essays - 500 words

Business Writing Class Discussion - Assignment Example Francis then adds that including sub-topics when preparing the first draft is important as doing this later on can prove to be quite demanding and time consuming. Therefore including them at the first instance will aid efficiency. Joel basically reiterates what Francis said but he puts his thoughts differently as he mainly focuses on the creation of the problem statement and filing and storing enough data before embarking on the project. What is a problem statement? It is a concise description of the issues that need to be addressed by a problem solving team. The problem statement helps in providing the focal point for the document. In the legal profession such statements are referred to as the locus classicus. They help to give the document direction and tie in the whole document together. Collecting enough data before starting an assignment is also very importantas this is where one can retrieve materials. Most students use the internet but never save such documents in the belief that they can just use their search engines to look for these documents. This on the other hand consumes a lot of time which can be spent doing other activities. Storing this information is also useful for future references. The essence of planning cannot be emphasized enough and just to illustrate its importance, all the three class members have referred to it, including Timmy. According to Timmy, time management is key to achieving success. He says if he could do it all over again he would choose his topic much sooner and plan his time better. Procrastination is the best time thief and it is very common among students. It gives one a false belief that there is always ample time but before you know it, it is a day before the deadline and you are forced to burn the mid-night oil. Proper planning and organizing is of paramount importance if one is to achieve success both in

Wednesday, September 25, 2019

Discussion Assignment Example | Topics and Well Written Essays - 250 words - 108

Discussion - Assignment Example all, the characters and the cinematography of the movie never showed the actual scenarios on who are the antagonist and the protagonist (Nelson & Aragon, 2011). The central discussion that is evident in the film is the theme of the hubris outbreak. The cause of this argument resulted from excessive bride or ignorance from the human being. In the clip, more point of the discussion emerges when a woman decided not eat because her boyfriend went missing in action for more than five days. The other family members were telling her that he might have died because is attacked by the zombies (Nelson & Aragon, 2011). The importance of this theme is in a way that it made the scientists understand that development is not the effort to discover the primary cause of a disease after it has affected many citizens. It is significant for the scientist to have in mind that the infection have been brought by the misguided efforts that they want to control the nature (Nelson & Aragon,

Tuesday, September 24, 2019

Sew What Inc Essay Example | Topics and Well Written Essays - 500 words

Sew What Inc - Essay Example Examples, which justify information technology’s role in Sew What, Inc.?’ success entail, i. During its onset in the market, information knowhow contributed to its credibility where numerous people were able to recognize it besides the business’ products and services. Hence, gaining enormous clientele pool interested in drapers and other products it produced. v. Megan Duckett’s knowledge regarding the essence of technological knowhow enabled the company to expand besides having effective operations (Murphy, 2006). This is evident in the way she embraced the Dell’s operations into her business. It is irrefutable if Megan Duckett intends to dominate and attain enormous market share globally she has no alternative but to utilize technology effectively (Murphy, 2006). This entails ensuring the company has the capability of reinventing itself especially in monitoring what is new in the world of technology and implementing it, for effective services’ delivery. However, the business ought to consider the cost and effectiveness of the information technology prior applying it. Assuming the position of management consultant, I will advise Megan Duckett to undertake the following: i. She must ensure that all the business’ marketing assets are up to date, which entails training marketing personnel in all aspects of sales (Murphy, 2006). This is to ensure that the business is capaable  of containing stiff competition evident in the market presently. iii. The business should take advantage of the current social sites (Orkut, Facebook, tweeter ete) besides blogging. This will ensure more interactions amid the people and the business management meant to know reactions of its clientele. v. Megan Duckett besides specializing in drapery making, she should think of being a global provider of the same line materials to other corporations, which will yield to an increased market share (Murphy, 2006). Information technology usually enables small

Monday, September 23, 2019

Writing Assignment #2 Essay Example | Topics and Well Written Essays - 500 words - 4

Writing Assignment #2 - Essay Example Products in oligopolistic market structures will usually have very few or no substitutes as in the case of oil. The automobile industry in the world also evidences oligopolistic tendencies with a few large car manufactures selling similar auto models across the world. In most cases, players in such industries are torn between competing separately to win the market and coming together to create a monopolistic situation. Normally, the latter case never works as most companies rebrand constantly to differentiate themselves from their competitors. This is clearly seen in the automobile industry where different auto makers are customizing their brands to suite specific categories of people in the market. In a duopoly market structure, where the market players are limited to two, the common situation is normally cooperation between them so as to limit output to the monopoly style (Perloff 78). In such a case, profit is maximized as the price becomes much greater than the marginal cost. A case in point lies in the operation of Coca-Cola and Pepsi cola which operate in a duopoly situation. Most duopolies are created out of collusion between two or more players who agree to jointly set the price and manage output. Production in that is usually more than in a monopolist but less than in the in the completive market. In the same vein, some duopolies operate as cartels where strict cooperation is the order of the day. Price determination in oligopolistic market environments is always the prerogative of the market players. This arises since these players are normally big enough to influence prices in the market unlike in competitive market environments. In any case, prices in such markets are not determined by the interaction of supply and demand but are a function of the cooperation between the competing firms. Such a pricing strategy is known to create myriad inefficiencies in the market as usually evidenced in the oil industry where the need to rake in more profits

Sunday, September 22, 2019

The Handmaids Tale Essay Example for Free

The Handmaids Tale Essay The Handmaids Tale, written by Margaret Atwood, is set in two different times simultaneously, both being separate societies, with unlike moral principles. While Atwood describes the pre-Gilead society as one dealing with an unmanageable amount of injustices regarding women, since pornography, prostitution, and violence against women were getting out of the governments hands. Nevertheless, women were allowed to read in the pre-Gilead society, and had a wide amount of liberties compared to the ones handmaids in Gilead receive. Also, the society before Gilead was formed suffered from conflicts between religions and racial tensions, also known as the Sect Wars. On the other hand, Gilead, being the present society in the novel, shows a much more distant difference in liberties between both sexes. Women are used as procreation tools, and cannot have privacy whatsoever with the laws enforced by the system, such as not letting handmaids close their bedrooms door completely. Also, women arent allowed to read, like in the previous society, so that they cannot gain any knowledge. Ironically, it seems that both genders were having a better life in the previous society, which is described as chaotic, rather than in Gilead, even-though men have complete control over the law. Atwood writes about the reason of Gilead arising over the old society being an exponential decrease in birth rates. Another notorious difference between Gilead and pre-Gilead is that pre-Gilead tolerated homosexuality up to certain extent, while Gileads law declares the extermination of homosexual humans. As if the Catholic Church has lost the Sect Wars in the old society, priests or believers of such religion are also killed by the new system. Atwoods novel also describes numerous similarities between our current situation and the anti-utopian Gilead. Atwood describes the contrary of the rights gained by the feminists in the past century, including the legalization of abortion, which is being prohibited in Gilead. Other rights being undone by Gileads system are the right for women to vote, and their access to contraception devices. At the same time, Atwood criticizes the situation experienced in the 1980s regarding the fear towards pollution and infertility, by reflecting such dangers in the pre-Gilead society, and coming up with Gilead as the solution for both problems. A more recent issue mentioned in The Handmaids Tale is North Americas religious policies, which are unfair, and are expressed in an exaggerated way through the wall with the citizens who have suffered death penalty, and the Sect Wars. Elements that arent important in real life carry a large importance in The Handmaids Tale. Language is one of these devices, since its function in Gilead is to label each individual with his tribute to the society, making repression a result of such use. This makes the persecution of black (Children of Ham) people and Jews (Sons of Jacob) easier. Another factor used in Gilead is effective for the citizens of the society to bare the way they are treated. This is accomplished by pleasing women or other rejected or mistreated people with other things, such as power over the household, like it happens with Serena. Also, the romance Offred may have with Nick. Gilead also gives women the image that they are being protected from sexual violence by punishing rapists, but this is clearly false, since they are being used as prostitutes by the elite class. From such view, Gilead may be politically correct, but suffers from a way of corruption. In conclusion, Gilead differs from pre-Gilead because of its limited liberty to women, and its discrimination towards black, Jews, and catholic believers. Nevertheless, it offers more safety, but suffers from an improper use of power coming from men. This may be seen throughout the novel, where you can see that women are treated like objects of procreation. In a sense, Gilead has only brought inconformity into the world, as women cannot read, write, or do things by their own, and men live a boring life, according to their descriptions, as most have had their sexual and philosophical liberties taken away as well. I used to think of my body as an instrument, of pleasure, or a means of transportation, or an implement for the accomplishment of my will Now the flesh arranges itself differently. Im a cloud, congealed around a central object, the shape of a pear, which is hard and more real than I am and glows red within its translucent wrapping. (Chapter 13). This quote expresses that Offred feels her womb is now a states property, and that she has been oppressed by the society so that she appears to be just a superficial part of what she really is. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Margaret Atwood section.

Saturday, September 21, 2019

Report on Himalaya herbal healthcare

Report on Himalaya herbal healthcare The global medical industry is one of the worlds fastest growing industries, absorbing over 10% of gross domestic product of most developed nations. It constitutes of broad services offered by various hospitals, physicians, nursing homes, diagnostic laboratories, pharmacies and ably supported by drugs, pharmaceuticals, chemicals, medical equipment, manufacturers and suppliers. The medical and health care industry provides enormous employment opportunities to choose from. Apart from using the services of medical professionals, this industry also utilizes the expert services of public policy workers, medical writers, clinical research lab workers, IT professionals, sales/marketing professionals and health insurance providers. SIZE OF THE INDUSTRY The United States of America has one of the largest medical and healthcare industries in the world, followed by Switzerland and Germany. The USAs medical industry comprises of more than 750,000 physicians and 5,200 hospitals. USA witnesses approximately 3.8 million inpatient visits and 20 million outpatients visit on a daily basis. Furthermore, the United States of America has the largest workforce i.e. one in every 11 US residents employed in the health care business. The Global prescription drug market was $550 billion in the year 2006. Also, the total health care expenditures across the world were $4.5 trillion last year. Of which, US solely account for $ 2.2 trillion, $ 2 trillion in OECD countries and remaining $ 0.3 in other countries of the world. MAJOR SEGMENTS OF THE INDUSTRY The global medical industry is highly fragmented, comprising of various ancillary sectors namely medical equipment and supplies, pharmaceutical, healthcare services, biotechnology, and alternative medicines sectors. Medical Equipment and Supplies: It consists of various establishments or units engaged in designing, manufacturing, selling and distributing of surgical and medical instruments, ophthalmic, lab apparatus, electro medical, dental, irradiation, surgical appliances and supplies. Pharmaceutical Industry It consists of several establishments involved in developing, researching, marketing and distributing drugs or medicines. Globally, the market share of pharmaceutical industry is US $340 billion. The global pharmaceutical sales account for US$ 602 billion, with an annual growth rate of 7%. Healthcare Services Industry It includes various establishments dealing in different type of services like testing, outsourcing, compliance, chemical analysis, transcription, quality assurance, validation, and other types of services. The global market share of biotechnology services industry is worth US $ 50 billion, which is soon expected to witness a hike in coming years. Presently, pharmaceutical testing service industry values to US $ 5.9 billion, which is predicted to reach US $ 9.5 billion by the end of 2009. Microbiological testing service industry accounts for US $ 2.4 billion. Globally, the medical outsourcing services industry accounts for approximately US $ 200 billion. Biotechnology Industry It is one of the most research-intensive segments of the global healthcare industry. Biotechnology industry is composed of many establishments, which are engaged in making wide variety of biotech products. Biotechnology is primarily being used by the pharmaceutical industry but there are other industries like agriculture, mining, waste treatment industries as well, which are making continuous use of biotechnology. Biotechnology companies focus on developing methods or products used for preventing, diagnosing and treating dozens of life threatening and chronic diseases. The biotechnology industry has mushroomed since its inception and at present it is equivalent to US $ 50.7 billion. China, USA, India, Australia, and France are the market leaders of biotech products in the world. Alternative Medication Industry It consists of various groups involved in the promotion of different forms of alternative medications and therapies like ayurveda, homeopathy, aromatherapy, massage therapy etc. The total market size of alternative medicine is valued at US $2.7 billion while global market for traditional therapies accounts for US $60 billion. Dietary Supplements Industry As per the Office of Dietary Supplements, consumers in the USA spent $20.3 billion on dietary supplements in 2004. This comprises of vitamins, minerals, herbs, botanicals, amino acids, whole foods, nutraceuticals, etc, the USFDA regulates dietary supplements differently than the conventional foods and drug products. Regulated by the Dietary Supplement Health and Education Act of 1994 (DSHEA), the manufacturers are responsible for ensuring the safety of dietary supplements before they are marketed. The industry derives much of its demand from growing health awareness, ageing population, consumer spending, and nutrition trends. Bringing out innovative products, effective merchandising and competitive pricing determines the manufacturers profitability. Supplements are sold via supermarkets, drugstores, Internet, mail orders, health food stores, and by direct sellers. KEY GROWTH DRIVERS OF THIS INDUSTRY There are various factors, which govern the growth of the medical and healthcare industry. Some of the key factors are: Continuous investments in research development has resulted in increased productivity and better quality of drugs, medicines, medical instruments, hospital equipment, and other medical supplies used in medical industry. Provides employment to large chunk of human population. United States of America has the largest workforce i.e. one in every 11 US residents employed in the health care business. Increased costs in the medical treatment in the developed nations have driven patients to migrate to Asian countries. Rise in ailments among the ageing population especially in developed nations has led to the increase in demand of variety of drugs or medicines. Innovative techniques of drug discovery and drug development, new cures and treatments, gene testing for insurance, genetic predictions of disease and related issue, human cloning and reproductive technologies are the other key drivers of the medical industry. FUTURE PERSPECTIVE OF THE INDUSTRY The future perspective of medical industry seems to be immensely bright and encouraging for this industry in terms of the expected surge in global demand and upsurge in investments. Several trends such as globalization, continuous investments in research and development, newer techniques of drug development and discovery, product proliferation, mergers and acquisitions are the key drivers of this industry. Increasing corporatization of Private Healthcare in the backdrop of a growing and affluent middle class is an emerging trend that has been pushing the growth of this industry. Health Insurance and Medical Tourism are the other significant trends, which are governing the global healthcare and medical industry. Most of the nations are now emphasizing on the accreditation of medical professionals so as to ensure legitimacy of the services provided by them. Robust advancement in the field of information technology will allow critical medical data to be processed and transferred quickly over larger distances, thereby saving time of both the patients and physicians in the speeding delivery of treatment. WELCOME TO INDIA! Indian Herbal Industry The Indian herbal market is sharply rising, expecting to hit the INR 14500 crore mark with exports reaching INR 9000 crore by the year 2012. The herbal market has a CAGR of around 25%. India is followed by China as the largest producer of medicinal plants having more than 40 per cent global diversity. The World Health Organisation (WHO) has projected that the global herbal market will grow to USD 5 trillion by 2050. According to a study on Herbal Industry Biz Potential, currently, the Indian herbal market is worth Rs 7000 crore (USD 1.7 billion) and India exports herbal raw materials and medicines worth over Rs 3600 crore (USD 902 million) THE AYURVEDIC MEDICINE INDUSTRY IN INDIA Ayurvedic medicines are produced by several thousand companies in India, but most of them are quite small, including numerous neighborhood pharmacies that compound ingredients to make their own remedies. It is estimated that the total value of products from the entire Ayurvedic production in India is on the order of one billion dollars (U.S). The industry has been dominated by less than a adozen major companies for decades, joined recently by a few others that have followed their lead, so that there are today 30 companies doing a million dollars or more per year in business to meet the growing demand for Ayurvedic medicine. The products of these companies are included within the broad category of fast moving consumer goods (FMCG; which mainly involves foods, beverages, toiletries, cigarettes, etc.). Most of the larger Ayurvedic medicine suppliers provide materials other than Ayurvedic internal medicines, particularly in the areas of foods and toiletries (soap, toothpaste, shampoo, etc.), where there may be some overlap with Ayurveda, such as having traditional herbal ingredients in the composition of toiletries. The Ayurveda industry is dominated by Dabur, Baidyanath and Zandu, which hold nearly 85% share of the market. Dabur India Ltd. Leads the Ayurveda market as Indias largest supplier and the fourth largest of FMCG products. Daburs Ayurvedic Specialities Division offers a range of medicines ranging from common cold to chronic paralysis. However, this is only 7% of Daburs total revenue. The famous Chyavanprash from Dabur, owns 70% of the market while the Digestive Hajmola tablets has an 88% share. Damburs Amla Hair Oil, Vatika Shampoo and Tooth powder occupy a major chunk of the marketplace. Kolkata based, Sri Baidyanath Ayurvedic Bhawan Ltd. Is a specialist in Ayurvedic Products and has recently ventured into FMCG markets Its forte was in its internationally marketed Shikakai (Soap) and range of cosmetic products. Baidyanath has more than 750 products in its Ayurvedic portfolio pulling a sales volume of over 350 million dollars. Similar to the product basket of Dabur, Baidyanath is into massage oils, Chyavanprash and patented Ayurvedic products. Mumbai Based, Zandu Pharmaceutical Works, focused largely on Ayurveda based products. In its 45 million dollars turnover, Zandu drives its entire sales from its chemicals and cosmetic division. In 1934, Bangalore witnessed the birth of The Himalaya Drug Company. With over 500 million dollars of net worth, Himalaya has expanded and engraved a footprint into the US soil. Some of its offerings such as the Liv-52 capsules, introduced in India in 1955, are marketed as a liver protector and therapy for liver diseases like viral hepatitis. Charak Pharmaceuticals, producer of liquids, tablets, and veterinary products has constantly grown in market share with its newest introduction of the product Evanova, a concoction of 33 herbs and minerals and non-hormonal active ingredients used as a menopause treatment alternative to HRT. Containing a good amount of Soya content, Evanova contains herbs like elective estrogen receptor modulators as well as asparagus root (shatavari), which diminishes the regularity and intensity of hot flashes. The age old Vicco Laboratories incorporated nearly 60 years ago, primarily produces Ayurveda based topical therapies. Its evergreen, Vicco Vajradanti, has enhanced its foothold, not only in India but in the US markets too. The newest entrant in the segment, The Emami Group, provides a diverse range of cosmetic and Ayurvedic products. Emamis, Himani line of Ayurvedic products occupies only 110 million dollars of the turnover of the group. Similar to its competitors, Emami deals with products such as Chyavanprash and herbal oils. Aimil Pharmaceuticals Ltd. Excells in the manufacture and selling of generic and proprietory Ayurveda based medicines. With a meager 20 million dollars of business, its Ayurvedic range comprises of therapeutic products which had received the National Award for Quality Herbal Preparations and National Award for R D. Aimil is well known for its proprietary formulae for hepatitis, diabetes, menstrual disorders, digestive disorders, and urinary diseases. The herbal honey, Chyavanprash dominates the Indian market with 69% market share. Dabur leads the Amla based Chyavanprash product market with Baidyanath, at 11%, and Zandu and Himani (Emami Group) with about 7.5% each. An assortment of stand-alone herbs, traditional formulae, coupled with proprietary medicines make up the herbal Indian market> there is also a huge section comprising of the massage oils, shampoos, skin creams and other tropical products. Himalaya Drug Company and Universal Medicaments (UM) in Nagpur, lead the market for such traditional medicines. UM has a JV for production and RD of herbal based products, with Cipla Ltd. and Lupin Ltd. UM is exports both pharma based medicines as well as herbal medicines. STATUS OF AYURVEDA IN INDIA The governments of India and NGOs in India have been collecting data on the Ayurvedic system in India pertaining to the manpower and institutional aspects of Ayurveda which has emerged over the years. 60% of Indian physicians deal with non-allopathic systems of medicines. There are 4 lakh Ayurvedic practitioners, while over 1.7 Lakh doctors dealing in Homeopathy. Even though India has over 500,000 medical doctors, similar to that of US, India addresses nearly 4 times the number of patients as compared to the US. Even with the illustration of Universal Medicaments Pvt. Ltd., we can see the depth of product offerings with a herbal base. Some of the formulations developed by them are Karnim (Anti-diabetic supplement), Herbokam (Anti-stress formula), Chetak (Stimulant), Tonabilin (Iron supplement), Minitone, U-Gyanetone, and Unicough Syrup. With over 15 main stream proprietary products, they are gradually moving away from traditional Ayurveda and adopting newer forms to suit existing trends. Colorado based, Maharishi Ayurveda Products International is the largest supplier of Ayurveda based herbal products to the US and other western countries. Despite the popularity of the teachings of Maharishi Mahesh Yogi, and his teaching of transcendental meditation, the company holds a meager market share and a limited staff. The Maharishi has adopted a typical Pharmaceutical company approach where Doctors are attracted by their products and thus, become representatives to spread the message regarding their products. Due to the age old perception in western worlds that traditional medicines cannot be promoted or accepted with ease, there is an increased focus on individual herbs such as the Indian Ashwagandha. Comparing the product with ginseng, which has been the best selling medicinal herb in the international markets, it has earned the name of the Indian ginseng Earlier, the greatest promoted basil from Ayurveda was Centella asiatica, a variety of Brahmi. The herb contained two other non- Ayurvedic herbs with which it gained immense importance and was promoted extensively as an energizer and a tonic for brain related issues. However, a Chinese herb has taken its place due to confusion about its source. On the contrary, there are bitter past experiences for many westerners when they make a trip to India which indicates that the problems exist primarily in the source country. Contamination issues and quality control from heavy metals, pesticides and other materials has become an increasing concern among Ayurvedic factories. Yet a few large ones have managed to invest in testing facilities and quality issues. The Story Kottakkal Arya Vaidya Sala, an Ayurvedic Medical Center Kottackal Arya Vaidya Sala which was founded in 1902 by Vaidyaratnam P.S. Varier is today one of Indias morst revered ayurvedic institutions. It offers Ayurvedic medicines and treatments to seekers all over India. It is a charitable institution offering medicines and treatment. The Arya Vaidya Sala also manages one Ayurvedic Hospital at Kottakkal in Kerala and at Delhi. It also cultivates medicinal plants and manufactures medicines along with conducting research programmes and publishing various literature on Ayurveda. They also run a Kathakali Academy. The founders studied this traditional medicine under the classical Gurukul system. They also acquired proficiency in the practice of Allopathy. In 1933, in recognition of his valuable services to humanity, Sri P. S. Varier was conferred the distinguished title of Vaidyaratna by His Excellency the Viceroy and Governor General of India. Left: Some of the 500 Ayurvedic formulas developed by Arya Vaidya Sala; Right: Home of S. Varier, the organizations founder. Sri Varier, called the Savior of Ayurveda in the South passed away in 1944. He had executed a will prior to his demise, which converted his proprietary into a charitable trust, as per the provisions of its founders will Arya Vaidya Sala functions as a charitable trust. Ayurvedic Natural Health Center, Goa, India Todays Ayurvedic health care services aspires to cater to tourist from across the world. Although herb products can be taken everywhere, the services of Ayurveda are epitomized by the week-long Panch Karma regimen which are obtained by staying at a special clinic. The Ayurvedic Natural Health Care Center is a group of sites in Goa where people can visit for two weeks to experience a wide range of therapies. The Ayurvedic system is particularly focused on cleansing and detoxifying approaches and uses numerous methods for promoting elimination and relaxation this involves the application of medicated oils and herbs. This center was established only a few years ago by Dr. Gopala Krishinan Valiyaveetil. He belongs to a family specializing in Ayurveda and he has obtained his grounding in Ayurveda from his parents. BREAKING OUT OF THE SLUMBER- AWAKENING INDIA India holds centuries old treasure of well practiced and well recorded wisdom of traditional medicine The basic requirements for gaining entry into the rest of the world include well-documented traditional use of single-plant medicines, Medicinal plants free from pesticides and heavy metals. Herbal drug development is possible only through the enlargement of standardized natural products. The health care systems are going to become more and more expensive hence we have to develop methodologies to essentially introduce and integrate herbal medicine system in mainstream health care. There is a huge scope for India also to emerge as a leading player in the global herbal product based medicine. Drugs manufactured in accordance with principles of Ayurveda, Siddha and Unani can reach new horizons. The need is to make them the best in the world by maintaining their quality and efficacy. There is nothing to stop ayurveda and herbal sciences from competing with the modern medicine with its virtues added advantages, fewer side effects and lower costs. THE INDIAN HEALTHCARE MARKET India Spends US $ 22.7 Billion On Healthcare HEALTHCARE MARKET (2005 VS 2025) Healthcare is the third largest growth segment in India THE CURRENT STATUS OF HEALTHCARE Out of pocket semi-urban and rural expenses higher than Urban DRIVERS OF GROWTH Increasing health awareness, Increasing spends on health Health Insurance penetration Increasing disease burden lifestyle diseases Awareness of healthcare and preventive care Employer provided healthcare Community based health plans INDIA PREFERS PRIVATE PROVIDERS Private expenditure as % of total expenditure on health : 82.7 (2004) MAJOR PLAYERS Healthcare services is highly unorganised segment in India ABOUT HIMALAYA The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a clear vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind the 5000 year old system of medicine. The Himalaya Drug Company is a leader in the Indian phyto-pharmaceutical (Ayurvedic) products ever since its founder M Manal, while visiting Burma in 1930, discovered how elephants were pacified and developed the worlds first anti-hypertensive drug, Serpina. It offers a wide range of pharmaceutical, personal care, consumer and animal health products. Over 300,000 doctors around the globe have endorsed Himalayas products and consumers in over 70 countries rely on Himalaya for their health and personal care needs. The company has pioneered the use of modern science to rediscover and validate the secrets of Ayurveda, the centuries-old Indian system of medicine. It employs cutting edge-technology to create pharmaceutical-grade ayurvedic products. Himalaya is dedicated to providing the highest quality and consistency in herbal care products and the company was also awarded the ISO 9001-2000 certification in 2003. Himalaya has always focused on developing safe, natural and innovative remedies that will help people live safe and healthier lives. Himalayas history is one of innovation through research. The company believes that ideal healthcare system lies in the synergy in between ayurveda and modern science. Himalayas constant endeavour is to create innovative products that satisfy the health and personal care requirements of contemporary living. VISION To bring Ayurveda the source of natural medication, to the society in a modern-day form and to untangle the mystery behind the 5000 year old system of medicine. MISSION Establish Himalaya as a science based, problem solving holistic brand with its source entrenched in the ancestry of nature and characterized by trust and healthy lives. Not just consider the local markets but also broaden their horizons across regions (worldwide) with a long term in-depth approach, by adopting the highest ethical standards at each step. Value, consider and utilize the inputs of all the stakeholders of the Himalaya family to garner the seed to shelf policy. The focus is on adopting eco friendly practices to support the environment that we live in. The employees are expected to support the Himalayan promise of exceeding consumer expectations each and every time. PRODUCT SERVICES Himalayas products can be broadly classified into 3 main ranges viz. Healthcare Health maintenance, eye care, skin care, cardiac care, immune booster and cough control Personal Care Health care, oral care, hair care, skin care and baby care Animal Health Daily care products for sensitive cats and dogs Each of the products under the categories mentioned above are ayurvedic and have no side effects after use. Constant innovation has been the mantra of the management at Himalaya. Himalaya has had some exceptional innovative products in its product offerings that has helped it grow in stature. Some of the most successful innovations that have helped Himalaya become the leaders in Herbal Healthcare are as follows; Serpina Derived from the plant serpentina. It was a natural tranquiliser with anti-hypersensitive properties. Was the world first natural hypersensitive medicine launched in 1930. Liv. 52 An apt example of innovation at Himalaya. The RD department was given the job to come up with a natural remedy that improved liver function as that was the main concern of people then in 1950. The team came up with a natural medicine that became the hallmark of innovation. Today, 1 billion tablets and 13 million syrup bottles of Liv. 52 are sold annually across the globe. Bonnisan A sweet tasting natural paediatric digestive tonic introduced in 1972. Soon after launch it became the leading brand in its category and today is Indias number 1 paediatric digestive product. On further research in Malaysia, Bonnisan also helped cure the long standing asthama problems in several preteens. Reosto A unique herbomineral preparation that slows bone loss and strengthens bone. The plant hormones that are present present in Resto influences the bone formation and also minimizes the risk of fracture cased by osteoporosis. Menosan It is an ideal alternative to Hormone Replacement Therapy. Menosan helps women during the menopausal and post menopausal stages. The plant derived hormones i.e. phytoestrogens are completely risk free and help women cope with the menopausal discomforts and mood swings. PureHands A herbal sanitizer that kills 99.9% of the germs and prevents infection. The germicidal action on Neem, freshness of lemon and softening action of hrivera has helped this product gain acceptance in the market. Himplasia A product that was launched in 2002 to help aged men deal with the prostrate problems. This is a natural product with no side effects and men could start taking this medicine early and hence restrict the growth of the prostrate. Hair Loss Cream This product helps reduce hair loss, stimulate hair growth, increase hair thickness and improve tensile strength of hair. The regular use of this product lead to a 20% reduction in hair loss in just 2 weeks. In their effort to do something good for the society, Himalaya has also forayed into many community services and corporate citizenship programs, which are a part of their corporate social responsibility. This has been broadly classified into Health, Education, Community and Environment. Himalaya has constantly been investing in Training, Education and community welfare projects. They have taken the global cultivation practices, contract cultivation techniques and rain water harvesting techniques to the farmers. Partnerships with companies like Shristhi Special Academy (NGO) and IDEI has helped them walk an extra mile towards community services. GLOBAL PRESENCE Himalaya has grown from being an Indian Ayrvedic brand to a global player with its products being well accepted in more than 70 countries. It has a sound base in USA, Middle East, Europe and Asia and has been diversifying its base rapidly. Himalaya went onto instituting a global company in the name of Himalaya Global Holdings Ltd. which is a parent company of the Himalaya Drug Company worldwide. The company has its offices strategically located in 7 regions through which they reach across to 71 countries. One of the offices in Bangalore (India) extensively looks into the pharmaceutical operations for India, Russia and Asia Pacific while another office in Bangalore looks into only the consumer products. They have their other offices in: Europe Latvia, Middle East Dubai which also caters to the South African region U.S.A. Texas Houston which caters to USA, Canada, Mexico, South America and the Caribbean Singapore This office caters to East Asia and South Pacific Johannesburg This office caters predominantly to South Africa HIMALAYA NEW INITIATIVES Himalaya has come up with State of the art Retail Outlets that cater to only Himalaya Products. This is a strategy adopted by Himalaya to entice customers to buy more Himalaya products. This chain of exclusive Himalaya stores is a retail strategy adopted by the company to increase the accessibility, visibility and enhance the consumer shopping experience. In the fiscal year 2006, Himalaya has 92 exclusive retail stores and the number has been increasing ever since. These retail stores also act as crucial information centers where the customer queries are answered by trained managers. Also, these outlets are electronically linked to a Customer Relationship Management (CRM) Cell, which is assisted by a team of medical doctors who respond to specific customer health queries. Customer Interaction Management Himalaya outsourced the entire integration project to a company called Talisman. CIM has helped Himalaya respond to the queries from the customers, doctors and distributors. The main advantage of outsourcing CIM was that they got the module up and running in 2 weeks. Hence, all the queries were catered to and the expertise of Talisman helped them build and strong and fool proof CIM. Also, the work load has been reduced as the primary scanning is done by customer service representatives of Talisman and then the calls / emails are forwarded to the in-house people. SWOT HIMALAYA Strengths Weakness Large Product Profile Presence across the globe with strong brand value Great control over the supply chain across the various countries Certifications from US Food and Drug Administration for Research and Development First company to develop 100% herbal Child Care Products. Very few suppliers for the botanical materials Lack of proper infrastructure to transport and stock the botanical raw materials Technology is older / outdated Share of India in the World Pharmaceutical Production is 1.2% which is quite low as compared to the Population which is 16.1% of world population. Opportunities Threats In international market there is high growth potential Growing demand for Ayurveda and Herbal products Unorganised rural markets with low penetration of herbal medicines Increasing use of OTC products Addition of newer markets due to globalisation High degree of competition among existing players High manufacturing and processing costs Substitutes from alternative therapies Shift from process to product patents Higher entry costs in newer markets High competition from generic products Few discoveries with high costs on RD INNOVATION THEORIES HIMALAYA The times for students of innovations have never been better more promising or more challenging. Every speech after speech at AGMs and business schools world over the word Innovation is ubiquitous. A critical goal is to apply innovation concepts to real time issues. Competitive advantage is gained and maintained through innovation. Innovations may not even have to be break through. Innovation is a change in the thought process of doing something or it is the useful application of new inventions or discoveries. Innovation can be defined as the application of knowledge to create additional value and wealth. Effective innovation is achieved by applying existing knowledge in new and different ways. Innovation can involve significant disruptive change to business and economic structures, or alternatively it can be a process of continuous and incremental business development. But what innovations really are is the truth that Innovations bring about change in the way we live life. An invention may be the creation of something that the world has never seen before but an Innovation is what helps commercialise and metamorphose that invention to become a widely used benefit

Friday, September 20, 2019

Effect Of Celebrity Endorsements On Brands Marketing Essay

Effect Of Celebrity Endorsements On Brands Marketing Essay Friedman and Friedman mentioned a celebrity endorser is an individual who is known by the public for his or her achievements in areas other than that of the product class endorsed. Celebrity Endorsements 20% of all advertisements in India are endorsed by celebrities (Prakash, 2012). In support of the observation, a research shows that celebrity endorsements results in more favorable advertisement ratings and brand evaluations (Dean and Biswas, 2001) and can have a substantial positive impact on financial returns for the companies that use them (Erdogan, 2001). Though, celebrity endorsement is not a new phenomenon in India, with Hindustan Lever using super stars consistently for its Lux brand over the years. The number of celebrities endorsing brands has risen significantly in the past 20 years in India. Celebrities like Sachin Tendulkar, Amitabh Bachchan and Shahrukh Khan have become the advertisers favorite bet. Advertising professionals in India believe that there are two situations in which celebrity endorsements can be effective. Lifestyle products like Raymonds, Vimal etc. where celebrity epitomizes that kind of lifestyle. And in situations where customers are not sure about the product and testimonials by celebrities tend to provide required assurance. However, in this case the match between the product and the celebrity needs to be perfect. According to Paul Nayyar, a celebrity endorsement is used to achieve two ends to get your products noticed and to show that it is tried and tested. (Prakash, 2012). Some industry insiders believe that a celebrity endorsement is effective only when it is in congruence with the product. Theory and practice prove that the use of super stars in advertising generates a lot of publicity and attention from the public (Ohanian 1991). One might think that using a celebrity in a product/service endorsement means guaranteed success for the brand, but this is not always the case. While many companies had used a celebrity at one point or the other to endorse its product/service, only few of them have been successful in building a brand and generating long term revenues through the tactic. Objective To study the phenomenon of celebrity endorsements for Brands and various consumer behavior models associated with it. Examine the effect of celebrity endorsements on brands. Approach A three step approach has been taken to achieve the objectives of the study. Literature review to understand the various theories and phenomenon describing the use of celebrity in advertisements. Survey analysis to understand the consumer perception of image of various celebrities seen today in Indian advertising vis-à  -vis the image of the brands they endorse. Analyze the performance of these brands in the light of their image match with their respective celebrities. Survey Analysis: Online survey was designed to gather the consumer perception of the image of the various celebrities and the image of their endorsed products. Respondents were shown clips of the advertisements from the past and asked about the recall and likeability of these ads. Link to the survey is https://qtrial.qualtrics.com/SE/?SID=SV_ermlGxDswznQJk9 Detailed questionnaire is attached here for reference. Assumption: Market share of the brand can be taken as a reasonable estimator of the performance of the brand when the industry has not seen any major changes. 4. Literature Review Celebrities have been used in advertising since late nineteenth century and since then a considerable amount of research has been done in this domain. Studies on Celebrity endorsements have been undertaken to establish source credibility and attractiveness models in advertising. These studies suggest that celebrities exert their influence on consumers through perceived attributes like expertise, trustworthiness, attractiveness, familiarity and likeability (Ohanian 1990, 1991). Another concept in theory which defines the effect of celebrities on brands is termed as the match-up hypothesis. It examines the match (or fit) between the product being endorsed and the celebrity used. According to Kahle and Komer 1985; Kamins 1990 and Till and Bustler 2000, match-up hypothesis maintains that an endorsement is more effective when the image or characteristics of the celebrity are well matched with the endorsed product.Friedman and Friedman (1979) concluded that the better the celebrity/product fit, as perceived by consumers, the higher the level of endorsement effectiveness. Till and Busler (2000) found that celebrity/product fit was effective for only certain measures of effectiveness such as brand attitude, but not for other measures such as purchase intention. McGuire (1969-1987) said that one of the most reliable effects found in communication research is that expert and/or trustworthy sources are more persuasive than sources that are seen as having less expertise and trustworthiness. The literature also implies that celebrities add value through the process of meaning transfer (McCracken 1986, 1989). The meaning transfer model posits that celebrities develop a persona through the types of roles they play in society as well as how they are portrayed in the media. McCracken (1989) inferred that the endorsement effectiveness depends on the meaning that the celebrity brings to the endorsement process. He described the whole Meaning Transfer process in three stages. In the initial stage, the meanings generated from distant movie performances, or athletic achievements and performances reside in celebrities. In the second stage, meanings are transferred to the product through an advertisement process. In the third stage, the meanings are transf erred from the product to the consumer, where the properties of the product become the properties of the consumer. A review of the literature revealed following other key predictors for the success of a celebrity endorsement: Celebrity performance: It refers to the achievement of a celebrity in their chosen profession. When a celebrity fails to perform acceptably, as defined by consumers, a celebrity endorsers effectiveness tends to decline (Agrawal Kamakura 1995). Celebrity credibility: Source credibility can be defined as a communicators positive characteristics that affect the receivers acceptance of a message (Ohanian 1990). Celebrity expertise: Subjects exposed to a source perceived as expert exhibit more agreement with the sources recommendation than did those exposed to a source with low expertise (Ohanian 1990). Celebrity trustworthiness: Miller and Baseheart (1969) found that a highly opinionated message from a highly trustworthy communicator produces an effective attitude change, while non-trusted communicators impact proved immaterial. Celebrity attractiveness: The source-attractiveness model suggests that the attractiveness of any source is determined by the communication receivers perceptions of the sources similarity, familiarity, and likeability. Likeability includes factors like Physical appearance, personality and social status. When consumers perceive a celebrity as similar to them and if they are familiar with and like the celebrity, they will tend to find the celebrity more attractive. Joseph (1982) in his study on endorsers attractiveness concluded that attractive endorsers deliver a more positive impact on the products they endorse as compared to less attractive endorsers. Caballero et al. (1989) in his study even observed that endorser attractiveness had no effect on advertising effectiveness. Balance Theory Fritz Heider developed Balance Theory to show how people develop relationships with things and other people in the environment. It says that if people see a set of cognitive elements as being a system, then they will have a preference to maintain a balanced state among these elements. People are motivated to restore a position of balance if there is discomfort. Fritz Heiders Balance Theory explains the effectiveness of celebrity endorsements when a well-liked celebrity uses a product.   The balance theory states that people like balance in their lives and if they have a positive attitude towards a celebrity and they see that celebrity using a certain product or service, then they will likely have a positive attitude toward the product or service as well.   The Principle of Attractiveness says that people are more likely to listen to a message from someone they find attractive. Conversely, a celebrity with a poor image can damage harm a brand.   This phenomenon is explained below in the risks of using a celebrity. Figure : Balance Theory The Match-up Hypothesis Literature reveals that a spokesperson interacts with the type of brand being advertised. According to Friedman and Friedman (1979), a famous person relative to a normalspokesperson is more effective for products high in psychological or social risk, involving such elements as good taste, self-image, and opinion of others. Till and Busler 1998, Martin 1996, Till and Shimp 1998 have examined the congruency between celebrity endorsers and brands to explain the effectiveness of using famous persons to promote brands. Results show that a number of celebrity endorsements proved very successful, whereas others completely failed, resulting in the termination of the respective celebrity communicator (Walker et al.1992) The Meaning Transfer Model McCracken (1989) explains the effectiveness of celebrity spokespersons by assessing the meanings consumers associate with the endorser and eventually transfer to the brand. The model suggests three stages. First, the meaning associated with the famous person moves from the endorser to the product or brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. Finally, in the consumption process, the brands meaning is acquired by the customer. The third stage of the model explicitly shows the importance of theconsumers role in the process of endorsing brands with famous persons. Figure : Meaning Transfer Model Source: McCracken, 1989 paper on Meaning Transfer Model Celebrities contain a broad range of meanings, involving demographic categories (e.g. age, gender, status), personality and lifestyle types. Madonna, for example, is perceived as tough, intense and modern women, and is associated with the lower middle class (Walker et al. 1992). Risk of using Celebrities The celebrity may overshadow the product being endorsed High ad recall but less brand recall and intentions to purchase. The 1996 BPL ad featuring Amitabh Bachchan is a classic example of the phenomenon. People recalled Amitabh Bachchan more than BPL in the advertisement. The celebrity being overexposed, reducing his or her credibility -Some spokespersons promote more than one brand.eg: Golf champion Tiger Woods has endorsed Accenture, Rolex, and Nike. Tripp et al. (1994),suggested that endorsing as many as four products negatively influences the celebrity spokespersons credibility and likeability. These effects are independent of the celebrity, i.e. even the most liked stars can fall a prey to this phenomenon. Though these findings are found to be valid, the concept of multiple product endorsements is still prevalent in advertising. The target audience may not be receptive to celebrity endorsers: Effect of region and culture on the selection of the celebrity for a product. In 2006 saw a surprising move from KSDL which roped in MS Dhoni as brand ambassador to endorse the soap. The purpose was to attract new generation. But it does not go along well and the entire campaign proved to be very ordinary. The celebritys behavior may pose a risk to the company: Since repeated pairings of a brand and celebrity strengthen the associative link consumers establish between brand and celebrity, negative information about the celebrity may negatively impact the endorsed brand (ErdoganBaker 2000). Post-scandal, that global consulting firm Accenture dropped Woods as a spokesman and Procter Gambles Gillette also announced limiting Woods presence in its advertisements. 5. Survey and Advertisement Analysis For the purpose of analysis we chose two sectors in India Telecom sector and beverage industry in India. Primary motivation behind choosing these sectors was that no major/radical change has happened in the time period considered in these sectors. Airtel and Idea were chosen in the Telecom sector and Thumps up and Pepsi was chosen in the beverages category. We listed down various celebrities who have endorsed these brands in the past and asked consumers about the image perception of these celebrities and the image perception of these brands. Following celebrities were considered Mahendra Singh Dhoni, Abhishek Bachchan, Ranbir Kapoor, Shahrukh Khan, Deepika Padukone, Akshay Kumar and Salman Khan. Picture below presents the perception map of the various celebrities on a set of pre-defined dimensions. Figure : Perception Map of Celebrities Figure : Perceptual Map of Brands 6. Airtel Ad Campaigns Power to keep in touch (1995-98): This era saw the beginning of mobile communication in India. Only the elite in society that could afford to keep mobile phones. Hence, it position itself in the premium category aimed at high class society. Express Yourself (2003-08):This campaign was successfully launched taking the ownership of the entire space of telecommunication and strengthening the emotional bond that Airtel had established with its customers over the years. It highlights the capability of Airtel in terms of performance and network coverage. Dil jo chaahe paas laaye (2010-2012):With the spread of Airtel in over 19 countries, Airtel decided to change its message decision strategy. The new brand logo was launched with the intention of bringing the brand closer to its consumers and as a symbol which will help ensure instant recognition across diverse international markets. Jo mera hai woh tera (2012):Airtel has launched ad campaign on Friendship day targeting youth and showcasing itself as a brand which brings friends closer.  Although the craft of friendship has been deployed by all and sundry in their  communication strategies  , the difference is in the creative rendition of the theme. Celebrity Endorsement Shahrukh Khan got attached with brand in the year 2002. The reason of taking him was that Shahrukh Khans core values of being a self-made actor with his success glamour and hence would connect more to the masses. Sachin Tendulkar got associated with the brand in October 2003. His dedication, innocence and performance are today seen as a driver of self-identification amongst the masses and hence he was roped in. Also, Sachin and Airtel both are leaders having similar values and personality traits like trustworthiness, friendliness, youthfulness and trend-setters. In the years 2003-2007 mainly three celebrities were used SachinTendular, Sharukh Khan, A.R. Rehman. All the three are the leaders in their respective fields, so is AIRTEL. VidyaBalan and Madhavan were used as celebrities in the year 2008. Spontaneity and vibrancy are key attributes of Airtel. VidyaBalan is a hugely talented actress who brings a lot of freshness and naturalness to any role. Madhavan is a big superstar in the southern region. Hence Airtel picks him up to connate leadership. Saif and Kareena were also used as celebrities endorsing the brand for the year 2008. Source Attractiveness and Credibility Airtel has used various celebrities at various times. All these celebrities have gone well with its brand image which it has tried to portray time to time. Shahrukh Khans one of the brand endorser has core values of being a self-made actor with his success glamour and goes well with the attributes of the brand. Perceived social value of source likability in terms of physical appearance and social status is high. Also, public has familiarity with the source and hence people are able to relate to the brand. Image characteristics Match Following Brand characteristics and celebrity characteristics were arrived at using the survey results and secondary data. Figure : Image Match up Airtel Balance Theory Figure : Balance Theory Airtel http://telecomtalk.info/wp-content/uploads/2009/10/airtel-srk.jpg Hence the image of Shahrukh Khan doesnt actually match with the image of Airtel. The success of Airtel and its consistent market share can be attributed to the source attractiveness and credibility principle. Airtel has been able to sustain very high market share over the year. Figure : Market Share Airtel Years 2007 2008 2009 2010 2011 Market Share (% terms) 22.4 23.7 24 21.8 20 Source: Crisil Research 7. Idea Cellular Till 2007, Ideas ads were highlighting its tariff plans and network coverage. They were focused on its network coverage and promotional packages. A Good Idea Campaign (2006): Ideas promotions in 2006 were based on its tariffs, service quality, and network coverage. In 2007, Idea shifted its focus to using mobile telephony to solve social issues. Idea also developed several websites to support its ads based on social issues. Idea chose to promote its brand where as its competitors focused on promoting their value added services and tariff plans. An Idea can change your life, A good Idea, and What an Idea! (2007-11): These campaigns, based on social issues (Education for all, language barrier, Use mobile save paper) that could be solved using mobile telephony, were acclaimed for their creativity. Celebrity endorser Abhishek Bachchan was used for all these ad campaigns. Celebrity Endorsement Idea roped in Abhishek Bachchan to endorse its brand in October 2007 to expand its geographical presence to cover several telecom circles in India. In the past Idea has also tied up with Indian Premier League (IPL) cricket team, Mumbai Indians, and popular players like Sachin Tendulkar and Zaheer Khan were used to promote the brand. Comments Analysts felt that using Bachchan, one of the leading movie actors in India who is extremely popular among youngsters, was one of the reasons for the significant improvement in Ideas brand recall. However, some experts felt that while Ideas ad campaigns were creative and improved its brand recall, there was nothing in the ads that would attract a customer of its competitors or a new subscriber. They felt that Idea should have promoted the unique selling points of its products and services in the ads rather than only projecting the uses of mobile telephony. Source Attractiveness and Credibility Perceived social value of source likability in terms of physical appearance and social status is high. Also, public has familiarity with the source and hence brand recall is high as people are able to relate to the brand. Image characteristics Match Following Brand characteristics and celebrity characteristics were arrived at using the survey results and secondary data. Figure : Image Match up Idea Figure : Market Share Idea Years 2007 2008 2009 2010 2011 Market Share (% terms) 8.4 9.2 9.9 10.0 11.0 If we look at the market share of Idea is has not increased significantly over the years. Though the celebrity status of Abhishek Bhachchan has been able to generate a good recall (also supported by our survey results), it has not been able to convert to the brand purchase, due to the image mismatch with the brand. Balance Theory Figure : Balance Theory Idea https://encrypted-tbn3.google.com/images?q=tbn:ANd9GcQedzqyWQGKf4QQ-BIgLfhU9rxl9HB5o6bSN3iLxL3ouvDpkhLW 8. Thumps Up Thumps Up has always been about a highly glorified, desirable world of masculinity that every youngster seeks. This comes from the characteristics of the product itself which is a harder, less sweetened, more raw cola, as compared to the almost toned-down nature of its competitors. Campaigns through the years Happy days are here again (1977 1980): Positioned as a refreshing drink, emphasized on happiness. Taste the Thunder Campaign (1988 2012): Initially positioned as an individualistic masculine brand, but over the years went on to add adventure, confidence and playfulness. It was used to connect with the young Indian male. This campaign featured Salman Khan, Sunil Shetty and Akshay Kumar over the years. Khatron Ke Khiladi (KKK) show on Colors Channel (2011):  Thums Up was the title sponsor for the show. The show was completely integrated with brand Thums Up from the concept to approach as it had adventure and daring stunts. Also, Akshay Kumar, who is Thums Ups brand ambassador, hosted the show. Aaj Kuch Toofani karte hain (2012):  In this campaign, the brand challenges its loyalists to push the envelope and do something daring or toofani. It urges its consumers to Live the Thunder and unlock the new code of masculinity. The television commercial features South Indian actor Mahesh Babu, Dhaval Thakur (winner of Khatron ke Khiladi 2011), Sahil Shroff (actor) and Angela Jonsson (model who appeared on Kingfisher Calendar). Celebrity Endorsements Thums Up has been using celebrities to endorse its brand through the years. It picked up action heroes like Salman Khan, Sunil Shetty and Akshay Kumar. For the Andhra Pradesh region which is the biggest market for the brand they roped in their most revered star Chiranjeevi. Recently they got the latest sensation in Andhra Pradesh, Mahesh Babu to endorse the brand.   1999 2000: Salman Khan 1999 2000: Sunil Shetty 2002 2012: Akshay Kumar 2012: Mahesh Babu Image characteristics Match Following Brand characteristics and celebrity characteristics were arrived at using the survey results and secondary data. Figure : Image Match Up Thumps Up In 2002, Akshay Kumar was roped in as the brand ambassador and the brand continued to strengthen its position as a Male Iconic Brand through consistent positioning. His training in martial arts and his raw, rugged looks have enhanced the coolness and macho quotient of the brand. According to the survey results, Thums Up Ad featuring Akshay Kumar had better recall than the ad featuring Salman Khan. This can probably be explained by the image characteristics associated with the brand. They are more in sync with the image characteristics of Akshay Kumar. Figure : Balance Theory Thums Up The market share of Thums Up increased in 2009. It was when they launched a new campaign that took the whole idea of I Will Do Anything for My Thunder attitude of the Indian male to the next level with Akshay Kumar in the commercials. Figure : Market Share Thums Up Brand 2008 2009 2010 2011 Thumps Up 14.9 16.3 16.7 16.5 Source: Euromonitor 9. Pepsi Pepsi is a brand that stands for its youthfulness, irreverence, and dare for more spirit. Pepsi has always introduced new youth expressions as part of its campaign launches. Popular Pepsi lines have reflected the young generations attitude and values besides standing for an irreverent point of view. Campaigns through the years and Celebrity Endorsements YehiHai Right Choice Baby Aha (1991): This campaign with stars and glamour was an adaptation of an international Pepsi campaign. It featured Aamir Khan, MahimaChaudhary and AishwaryaRai. Yeh Dil Maange More (1999 2006): This campaign sought to establish Pepsi as a strong brand with Indian youth and the phrase became a runaway success. The ads featured prominent sports personalities and film stars, such as  Sachin Tendulkar,  Shahrukh Khan,  AmitabhBachchan. Yeh Pyaas Hai Badi (2005): With a peppy jingle Oye Bubbly to spearhead the campaign, Pepsi latched on to the tagline, YehPyaasHaiBadi. It was mainly promoted through Shah Rukh Khan, PreityZintaandSaif Ali Khan. The campaign was all about a bigger thirst to get more out of life. It was about the assertive spirit and confidence of the youth to make things happen. Yeh Hai Youngistan Meri Jaan (2008): This campaign attempted to capture not only the youth attitude but also the great sense of optimism, success and buzz about India and the Indian youth. With the Youngistaan campaign Pepsi branded the new generation. As the name suggests, it represented a world of the youth, where the young generation likes to be in control. It brought forward their never failing attitude, their desire to take on challenges and the power to turn things around. The Youngistaan idea captured the energy, excitement and irreverence of the young confident India. For this campaign Pepsi signed on fresh faces like RanbirKapoor and DeepikaPadukone. My Pepsi My Way (2009): Reiterating its connect with cricket and the youth, PepsiCo rolled out a this campaign featuring five cricketers: MS Dhoni, VirenderSehwag, Ishant Sharma, Robin Uthappa and Praveen Kumar, playing cricket on boats. Through this campaign brand Pepsi provoked the youth to take on any situation and use their mental smarts to effortlessly find their way through any given situation. Youngistan ka Wow (2010): While keeping the brand identity of youthfulness intact, this campaign of Pepsi took forward the concept of Youngistaan. The campaign featured RanbirKapoor. Recently, Pepsi has dropped Sachin Tendulkar and Shah Rukh Khan as its brand endorsers because now they have grown old and do not go well with the Youngistan concept. The new Indian youth and the brand image of Pepsi now relates more with the next generation of young stars and cricketers. The brand has been endorsed by the celebrities (like RanbirKapoor, DeepikaPadukone and young cricket stars) that match up with its image since 2008. The highly relevant characteristics of these endorsers are consistent with the highly relevant attributes of the brand. Image characteristics Match Brand attributes of Pepsi go well with the image of Ranbir Kapoor more than the image of Shahrukh Khan and it is evident from the increase in market share at the time when Ranbir Kapoor was roped in as the celebrity endorser for Pepsi. Following Brand characteristics and celebrity characteristics were arrived at using the survey results and secondary data. Figure : Image Match up Pepsi Figure : Market Share Pepsi Brand 2008 2009 2010 2011 Pepsi 14.5 14.9 14.9 15.0 Source: Euromonitor There was an increase in the market share from 2008 to 2009. This was the period when the Youngistan campaign was launched with Ranbir Kapoor as the new generation brand ambassador whose image of youthfulness, self-belief and smartness is consistent with the brand image. Balance Theory Figure : Balance Theory Pepsi https://encrypted-tbn2.google.com/images?q=tbn:ANd9GcTCAtyimm0Mgl7jziXUgpURskhEH8XElW3zuM2_PjXcyPFFMrYcTw 10. Implications for Marketers Celebrities endorsements have not always been successful and even the biggest of the celebrities have failed to bring the desired revenues to the companies. It is essential for an advertiser to be aware of the complex processes associated with the celebrity endorsement. Our report provides insights into the various models in the celebrity endorsements and assesses them in Indian context. Insights from the report can help marketers decide when to use a celebrity and when celebrity endorsements pay off. This will help in optimizing the spending on the advertisements.

Thursday, September 19, 2019

Sonnet 138 Essay -- Literary Analysis, Shakespeare

Truth and honesty are key elements to a good, healthy relationship. However, in Shakespeare's Sonnet 138, the key to a healthy relationship between the speaker and the Dark Lady is keeping up the lies they have constructed for one another. Through wordplay Shakespeare creates different levels of meaning, in doing this, he shows the nature of truth and flattery in relationships. Shakespeare's Sonnet 138 is one of his sonnets about the Dark Lady. Dark both in appearance, and in her actions, she is once again the subject of the sonnet. The speaker is the lover of the Dark Lady. Whether the speaker is married to her or not is not completely clear. Based on lines regarding age â€Å"...she knows my days are past the best† (6), it seems that they have been together for a long time, but not necessarily married. The sonnet doesn't sound like the speaker is talking to anyone, but rather musing to himself. When reading aloud, the sonnet sounds like it could a soliloquy, simply the speakers saying his thoughts out loud to himself. The first quatrain In this sonnet the speaker starts to reveal more about the relationship between him and the Dark Lady, and also his fear of growing old. He starts the sonnet by saying â€Å"When my love swears she is made of truth/ I do believe her, though I know she lies† (1-2). In these first two lines the speaker contradicts himself right away by saying that he believes her, but knows she is not telling the truth. He is very aware of the delusion he is in, but he is willing to let it pass. He is willing to let it pass because of the mutual dishonesty that exists in the relationship. In the next two lines, he talks about youth, and age. He is talking about the Dark Lady considering him a younger ma... ...anings of the word. The ironic part about it, the only reason they lie together, in the sexual meaning of the word, is because they are lying to each other. Without the lie, their relationship would fall apart. There are a number of words used twice throughout the sonnet. The words â€Å"truth†, â€Å"lies†, â€Å"love†, â€Å"best†, â€Å"wherefore†, â€Å"think†, and â€Å"know† are all used twice. The fact that they are all used twice helps to emphasize the duality of their relationship. There are two sides to these people, and this relationship has two faces as well. All of these words can be used to describe the relationship between the speaker and the Dark Lady. More specifically, all the words can be understood multiple ways. They both know the truth about the other, but aren't willing to accept their own truths. They lie to each other while they lie with each other, and others.

Wednesday, September 18, 2019

Free YGB Essay - Innocence vs Reality in Hawthornes Young Goodman Brown :: Young Goodman Brown YGB

The story Young Goodman Brown presents two themes; loss of innocence and coping with reality. Loss of Innocence is a major theme of the story and is easily seen. A loss of innocence is when those that do not know something horrible or do not believe in its existence come to an understanding of that horrible thing that forever changes them. The innocents in the story are Goodman Brown and his wife, Faith. Faith, we see is capable of attaining heaven(577), a good place where evil is unknown. Brown is also an innocent as shown by when the devil reveals to him a series of horribles as the two walk through the woods-namely that his grandfather, his mentor, and the preacher have all communed with the devil before (578-580). In the passage, the devil puts it upon himself to rectify this lack of understanding by informing those who had hoped for good, that their very nature is evil. The truth is what Goodman Brown had said before "There is no good on earth; and sin is but a name. Come, devil ! for to thee is this world given(581)."   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Coping with reality becomes a major issue after the loss of innocence. Both of our innocents must devise a way of dealing with the new found horribles. The devil, in our passage, suggests : "Evil must be your only happiness." When Brown denies the devil's truth(584), he chooses the alternative. Brown lives out his life an uphappy and distrustful man (584). His wife, once a happy person, due to evidence of the contrary, did not change and lived a happy life. So we can see there were two paths to follow once innocence has been lost-accepantance of the horrible truth which leads to happiness or the constant denial of it and consequent gloom (585).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   These two themes point out two very separate beliefs of the sociohistorical period during which Hawthorne wrote. Puritanism had held sway over American thought for many generations prior to Hawthorne. It presented the idea that all men are born sinful due to Original Sin. That understanding was the basis for the loss of innocence theme described earlier. At Hawthorne's time puritanical beliefs were transforming. The new theology emphasized a connection of man to nature. Any truths to be found in nature were right and true. This presented the second theme or question of coping with reality.

Tuesday, September 17, 2019

Coca Cola Marketing Mix

Coca-Cola Marketing Mix The marketing mix of Coca cola has been changing over time with more and more products being added such that today it has 3300 products, and many different ways of advertising all those products. But because of this Coca cola is the brand with the highest brand equity. The 4 P’s of Marketing: Product, Price, Place and Promotion Product This company has the widest range of beverages of 3300 products. The Beverages are divided into many groups with individual products in these groups, these are; diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea, coffee and more.Coca cola is the No. 1 brand in sparkling beverages, juice, and retail packaged water. Coca cola has its market presence around 200 countries. Coca cola’s other brands are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea and more. Price Because of the availability of the many different products the pricing is done according to the marke t and geographic segment. Each different brand of Coca Cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the main competitor to coke.Beverage market is said to be an oligopoly market (few sellers and large buyers), that’s why they form into cartel contract to ensure a mutual balance in pricing between the sellers. Place Coca cola is the world’s most favourite brand and is available all over the world. Selling in mostly everywhere in the world, you can find all the favourite different brands of Coca Cola in every big chain super market and in most little shops like corner shops. Promotion Coca cola uses various advertising and promotional strategies to create an increased demand in the market.They do this by associating Coca Cola with life style and behaviour and mainly targeting value based advertising. You are more likely to see a coke ad being for a particular festival or in with a general positive message. Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CSR include â€Å"Support my school† campaign with NDTV. It allows price discounts and allowances to distributors and retailers in order to push more products into the market.It employs both push strategy through promotions and pull strategy through advertisements and campaigns. Also uses children in many adverts to get children interested in their products too. One of their most successful promotion idea was with farther Christmas, before coca cola St. Nick was wearing green but because of coca cola he is now the fat jolly guy wearing red that we all know now. Coca Cola targeted the most loved worldwide celebrated day of the year and tuned that day’s idol into something they created and will always be a big promoting point to them.

Monday, September 16, 2019

Sport Should Be Compulsory at School

Sport Should Be Compulsory At School Imagine a school without sport, just school work the whole day, every week, every month and every year. How boring would that be and how will the students look? They would be obese, unhealthy and they tend to get weary and bored of school routine, and studies become a drag. Now, what will happen if sport was compulsory at every school? If sport was compulsory at every school, students would be healthy, active and have more concentration at school. They wouldn’t be sitting down doing work the whole day, but they would go out and play sport.They will have a break from work and have fun running around and playing sport. Then everybody would be healthy and fit. An obesity graph for children and adults has been growing in the past few years. Students may not know this but if you’re not fit and healthy when you’re young, you will be even worse health when you get older. Students would also learn to work as a team and cooperate with each other when playing sport. They can then also cooperate in class as well. A research showed that students participating in sports will have better academic performance than the ones who were not exposed to physical sports.Sport also seemed to give a boost in character building and preparing the children for student leadership boards. Outdoor sport allows students to breath in fresh air, which they might not get at home because they are expose to the television or the computer. Playing sport does not only give you better health and body, it also allows you to learn more skills and develop better coordination for the eye. Another benefit when you play sport is that you can experience both defeat and victory and accepting both as a part of life so that they are prepared for the real world.When your applying for a job, they would rather choose a fit person whose slightly less smarter than the obese one because when your obese people will think that you aren’t active and somet imes you will have to run around in the office for whatever reason and if you aren’t active then you won’t last very long running around. One the other hand the fit person can run around much longer because he is fit and much more active. Now that I’ve given all my reasons, I strongly recommend that you agree with me because those students are the future generation of this world.

Sunday, September 15, 2019

Investment theory Essay

The efficient market hypothesis (EMH) is an investment theory that states it is impossible to beat the market because stock market efficiency causes existing share prices to always incorporate and reflect all relevant information. According to this theory, the stock always trade at their fair value on stock exchanges. This makes it impossible for investors to either purchase undervalued stocks or sell stocks for inflated prices. EMH provides that it should be impossible to outperform the overall market through expert stock selection or market timing. The only way an investor can possibly obtain higher returns is through purchasing riskier investments (Answer. com, 2006). Using the EMH theory, this research study will examine the efficiency of the United Kingdom (UK) stock market indices by providing an internal performance comparison between FTSE 250 and FTSE AIM. A total of two hundred (200) companies will be used for the analysis, with one hundred (100) companies from each index, on the basis of trading value from all sectors, using Datastream platform. Two inputs (total sales and EBIT), and two outputs (total capital employed and total assets) will be used to analyse the data from each company. Literature Review Although EMH is deemed the cornerstone of modern financial theory, it has also been highly controversial and much disputed. Critics say it is pointless to search for undervalued stocks or to try to predict trends in the market through either fundamental or technical analysis. A review of related literature however will show that a large body of evidence show support of EMH. While academics point to a large body of evidence in support of EMH, an equal amount of dissension also exists. For example, investors such as Warren Buffett have consistently beaten the market over long periods of time, which by definition is an impossibility according to the EMH. Detractors of the EMH also point to events such as the 1987 stock market crash (when the DJIA fell by over 20% in a single day) as evidence that stock prices can seriously deviate from their fair values. (Answers. com) In finance, the efficient market hypothesis (EMH) asserts that financial markets are â€Å"efficient†, or that prices on traded assets, e. g. stocks, bonds, or property, already reflect all known information and therefore are unbiased in the sense that they reflect the collective beliefs of all investors about future prospects. The efficient market hypothesis implies that it is not possible to consistently outperform the market — appropriately adjusted for risk — by using any information that the market already knows, except through luck or obtaining and trading on inside information. Information or news in the EMH is defined as anything that may affect stock prices that is unknowable in the present and thus appears randomly in the future. This random information will be the cause of future stock price changes.