Cat People (Jacques Tourneur, 1942) Essay Example | Topics and Well Written Essays - 1000 words

Cat People (Jacques Tourneur, 1942) - Essay Example The generic setting focuses on the historical discussion of cat people. Irena fears that sexual arousal will turn her into a leopard. Irena’s fears are confirmed when she turns into a leopard after her psychologist, Dr. Louis Judd, kisses her. The setting includes the usual wrong movie scene diagnosis by psychologists. The setting includes generic sad endings (death of Irena). The atmosphere or mood of the play is generic fear. Irena fears that she may turn into a leopard after being sexually aroused. Her rival, Alice Moore, fears that Irena will kill her in a fit of jealousy. Oliver fears Irena may kill both Oliver and Alice because they had betrayed Irena’s trust. One scene shows Alice running fast as she tries to escape someone or something following close behind. Another scene shows Alice shouting for help as she hears a leopard roar during one of her swimming activities (Manchel, 1990). In terms of generic cinematography, the camera is perfectly located. Perfect location ensures the black and white picture comes out very vividly and continuously throughout the year. The characters perfectly move from one scene to another in effortless manner. The cameras continually zoom in to show the facial expressions of the actors and actresses. The entire film is done in black and white colour (Manchel, 1990). Further, the lighting is magnificently done. The lighting enhances the story. The lighting vividly shows the facial expressions of the actors and actresses. The people have a better view of the surrounding movie scenes. The lighting increases the fear theme of the movie (Manchel, 1990). The color of the film is shown to have only generic two colors. One color is black. The other color is white. The two colors reduce the beauty of the film. Films with different colours are more pleasing to the eyes compared to black and white movies. The black and white film does not show the vibrant colours of the

Organic vs. Inorganic Foods Essay Example for Free

Organic vs. Inorganic Foods Essay Introduction Our world today is infested and becoming way more dangerous with all these chemicals. In an effort to increase productivity and confine bigger market shares, the use of fertilizers, pesticides, food additives such as dyes and additives has become so common that artificial ingredients are now outnumbering natural ingredients on many food content labels, and it is the opinion of many experts that this forever increasing use of artificial fertilizers, pesticides, and chemical additives has a direct connection to the alarming rise in cancer rates and other health problems. (Aldrich, P.1) Organic foods are quickly becoming recognized as a reasonable alternative in this chemical loaded world. The focus on environmentally sound agricultural methods and prolonging agriculture is getting the attention of many who are now concerned about what theyre eating as well as the environment. Organic foods are what is happening. They are becoming a part of many traditional diets, and are viewed as an important and essential part of a healthy diet plan. They are also viewed as a reliable and safe alternative to the issues regarding conventionally grown, processed, and packaged foods. Many organic followers believe that once youve tasted organic foods you cant go back to typically grown foods the taste is unbelievable. People are now looking for good food with real nutrition and quality and theyre finding it in organic foods. The realization of a need for quality food supplies is awakening interest in other areas such as environmental stewardship. These concerns range from recycling your pop cans to selecting environmentally friendly household cleaning products. Learning organics provides many easy and interesting ideas that can help you do your part in preserving a healthy, prosperous environment for the people in your family. Body Eating organic foods is the key feature of the natural passion that is taking over the country. Once an interest, organically grown foods seemed to be a major part of the diet of most people. Now with the growing attention on healthy habits and programs that help prevent illness, organic foods are quickly becoming the vital ingredients of the diet in typical America. Organic foods are the fastest growing style in the food industry. In fact, the demand for organically grown foods has increased 20% over last year. Sales of organic produce, for example, are now a multi-billion dollar industry. (Fisher, P. 22) Shopping the Co op has for a long time been the best place to find organic foods. Now with increased consumer interest organic specialty supermarkets are popping up all over the nation. Major supermarkets are also stepping up to the demand, offering organic food departments and organic options in the produce sections of the store. The look of the co-op is expanding to reflect the needs of added customers, and many gourmet oriented offerings are quickly becoming a part of the every day offerings at the co op, which only helps to make food shopping an increasing interesting and fun experience. As far as costs are concerned, those consumers jumping on the organic bandwagon will pay more for organic foods, but they believe that the benefits far outweigh the 5% to 20% increase in cost. The trend in organic food is growing and as competition increases in order to address skyrocketing customer demand, prices will stabilize. Here are a few of the nutrients that were found in higher levels in the organic foods: OChromium is a micronutrient that is low in Western diets. Its deficiency is associated with the onset of adult diabetes and atherosclerosis (hardening of the arteries). Chromium was found to be higher in organic foods by an average of 78%. OSelenium is one of the antioxidant nutrients that protect us from damage by environmental chemicals. It is protective against cancers and heart disease. It was found to be an average of 390% higher in organic foods. OCalcium, needed for strong bones, averaged 63% higher in organics. OBoron, which has been shown to help prevent osteoporosis (along with calcium), averaged 70% more. OLithium, which is used to treat certain types of depression, was 188% higher. OMagnesium, which reduces mortality from heart attacks, keeps muscles from spasming, and eases the symptoms of PMS, averaged 138% more. OIn short, many of the minerals that I most often prescribe to my patients are found in much higher levels in organic foods. ORGANIC VS NON-ORGANIC Variations in Mineral Content in Vegetables. % of dry weightMilliequivalents per 100 gm dry weightTrace Elements parts per million dry matter Ash PhosCalMagnPotassSodBoronMangIronCoppCobalt SNAP BEANS Organic10. 450. 3640. 560. 099. 78. 67360227690. 26 Inorganic4. 040. 2215. 514. 829. 10. 01021030. 00 CABBAGE Organic10. 380. 3860. 043. 6148. 320. 4421394480. 15 Inorganic6. 120. 1817. 515. 653. 70. 872200. 40. 00 LETTUCE Organic24. 180. 4871. 019. 3176. 512. 237169516600. 19 Inorganic7. 010. 2216. 013. 153. 70. 061930. 00 TOMATOES Organic14. 200. 3523. 059. 2148. 36. 536681938530. 63 Inorganic6. 070. 164. 54. 558. 80. 051100. 00 SPINACH Organic28. 560. 5296. 0203. 9257. 069. 5881171584320. 25 Inorganic12. 380. 2747. 546. 984. 60. 8121190. 050. 20 Other studies have looked at vitamin levels of food plants treated with certain pesticides. They showed that application of some pesticides would significantly lower the vitamin levels in the plants they were applied to. This is different than the notion that plants raised with chemicals are low in nutrients because the soil is used up. This shows that chemicals actually reduce the amount of nutrients in plants after application. The nutrients most often affected are vitamin C, beta carotene, and the B vitamins. These nutrients are vitally necessary for the body to withstand the onslaught of chemical toxins. When they studied organic food for mineral levels, the researchers also looked for the amount of the heavy metals aluminum, cadmium, lead and mercury. Aluminum has been implicated for years in the development of Alzheimers disease. Its content in organic food averaged 40% less that in commercial foods. Lead toxicity, which has been in the new a lot lately, can adversely affect our childrens IQ. It averaged 29% lower in organic foods. Mercury, which can cause neurological damage, averaged 25% lower in organic foods. (Aldrich, P. 1) Besides the lower levels of heavy metals, there are the chemical residues themselves. The big question is whether or not the accumulation of pesticide residues in non-organic foods is a real health concern or not. Studies have never been able to conclusively show a direct correlation between residues in food and a decline of human health, but there are numerous problems in doing any such study. The first is that you would need a population of people who are free of chemical residues to compare to, and no one has been able to find a group. According to an constant EPA study of fat samples taken from surgeries and autopsies across the country, we are all loaded with chemical residues. Similar studies done on other countries all show the same results. (Baer, P. 1) The clearest studies that we have about pesticide residues and disease are those looking at breast cancer. In the last few years there have been a chain of studies, each building upon the other, looking at the level of ddt, dde, and pcb in women, They have shown that chemical residues in the serum and fat cells of women greatly increase the risk of breast cancer. Since breast cancer is a major killer of women in this country it is reasonable to say that avoidance of pesticide residues in food could save numerous lives and reduce our health care cost dramatically. After 50 years of Better Living through Chemistry scientists have finally shown that breast cancer is associated with pesticide residue, they have yet to prove that it causes numerous other maladies. I am not waiting for them to prove it before I change my eating habits. (Fisher, P. 12) As a clinician who sees numerous environmentally poisoned people with health problems, I am convinced of an association between chemicals and disease. The biggest source of exposure for many people is their workplace, then their homes, followed by air, food and water. Of these the easiest to control are our home environment and our diet. Eating organic food, drinking pure water, and watching our airborne chemical exposure can have profound effects on our health. My friend Steve, who has now gone through an extensive protocol to remove the pesticide residue from his body and had regained his health, will back me up on that. When he added up the costs of his illness in time off work and medical expenses, he found that eating organic food was much less expensive than eating non-organic foods. He is eating better foods now, and my organic garden continues to grow, along with my children. Conclusion The only real problem with organic grown foods is that they are more expensive, and this is because the growers of this produce experience more loss since they dont use pesticides on their crops. As for the health benefits just think, you wouldnt want to put any of these chemical pesticides straight into your body, but that is essentially what is happening when you consume these foods that have been sprayed with pesticides. Over a period of time these can cause harm, and this is why organic foods are so highly recommended for people trying becoming healthier. The organic industry has seen an explosion of growth in the past few years. In 1992, sales had already reached $1. 5 billion(Fisher, P. 16). Today the market is worth almost ten times that, and by 2009 its predicted the market will double again to be worth close to $32 billion. Consumer demand for natural, organic foods is booming and shows no signs of slowing down. Look for labels that say certified or authentic organic. Labels that say all natural or naturally grown are OK, but they are not the same as certified organic which demands the achievement of certain regulations. Producers and handlers must be certified by a USDA official certifying agent to sell, label, or represent their products as 100 percent organic or made with organic. References 1)Aldrich, Samuel R. Which System Can Meet the Food Needs in Todays World? Conventional V. Organic Farming. 09 Dec. 2006 . 2)Baer, Firman E. Firman E. Baer Report. Orgnanic Vs. Inorganic. Rutgers University. 12 Dec. 2006 . 3)Fisher, Helen S. Food Safety. Detroit: Gale Group, 2004. 1-29. 4)Lexile. Good Food? Good Food? Ethical Food. The Economist 9 Dec. 2006: 12. 5)Wal-Mart Charged with Selling Nonorganic Food as Organic. U. S. Newsire 14 Nov. 2006: 17-18. 6)Corbett, John R. The Biochemical Mode of Actions of Pesticides. New York: Academic P, 1974. 2-16. 7)Dunn-Georgiou, Elisha. Everything You Need to Know About Organic Foods. New York: Rosen Publications, 2002. 65-82. 8)Lipson, Elaine. The Organic Foods Sourcebook. Chicago: Contemporary Books, 2001. 15-42. 9)Rousseau, George S. Organic Form: TH Elife of an Idea.

Illusion vs. Reality in Macbeth :: essays research papers

What Can You Really Believe: Illusion vs. Reality in Macbeth   Ã‚  Ã‚  Ã‚  Ã‚  What is reality? Do you honestly believe that everyone shows his or her true selves openly? Think again! Many characters in Macbeth, by William Shakespeare, are two-faced. Two examples of these people are Macbeth and Lady Macbeth. These characters all put on false faces to impress people or hide things from people. The witches also kept repeating a quote that has a lot of meaning. They continued to say â€Å"foul is fair and fair is foul.† (I.i.12) This means that what seems right isn’t really right and what seems wrong isn’t really wrong. So the whole play is about false faces and how someone who seems normal and innocent isn’t really.   Ã‚  Ã‚  Ã‚  Ã‚  The witches also seem to be an illusion. They are in a way human like, but at the same time they are also fake. They talked to Macbeth and told him three prophecies, which caused him to become greedy and kill King Duncan. The first time they told him what they saw was in Act 1. They said   Ã‚  Ã‚  Ã‚  Ã‚  All hail, Macbeth! Hail to thee, Thane of Glamis! All hail, Macbeth! Hail to thee, Thane of Cawdor! All hail, Macbeth, that shalt be King here- After! (I.i.1-6) These prophecies didn’t seem to be realistic at first. But when he was made Thane of Cawdor, because the other thane was a traitor, he began to become a little power hungry. He thought that if one of the prophecies came true, so would the other. He couldn’t wait, he told Lady Macbeth, who then made a plan to make it happen faster. Her plan was to invite the king over, kill him, and make it look like his guards committed the murder. The witches are nonrealistic as shown they made some things up and caused a lot of trouble by doing so. Also, at the banquet for the new king, Macbeth, Macbeth thought that he saw a ghost, although he was the only one who could see it. It was the ghost of Banquo, who should have become king rather Macbeth. He was sitting in the chair where he would have been sitting had he become king. This is how it was meant to be, with Banquo being king.   Ã‚  Ã‚  Ã‚  Ã‚   Another example of the illusion vs. reality theme was when the witches showed Macbeth the three apparitions. They show him an armed head, a bloody child, and a child crowned bearing a tree.

Satellite Radio and Howard Stern Essay examples -- essays research pap

Satellite Radio: Will Howard Stern's move make us change the way we think about radio? Howard Stern's plan to move to satellite radio in January 2006 marks a major turning point for the radio industry. Not only has Stern brought the  possibility of subscribing to satellite radio into the minds of the millions in his audience, he has also gotten more people to start thinking and talking about what really distinguishes satellite radio from traditional radio. Satellite radio was first authorized by the Federal Communication Commission (FCC) in 1997, seven years after initial applications. The delay in approval was in part the result of protests by the National Association of Broadcasters which charged that the service threatened "traditional American values of community cohesion and local identity." Ironically, as these charges were being made, traditional radio was becoming nationalized through use of more national programming and industry  consolidation under Clear Channel Communications and Infinity Broadcasting.  The FCC dealt with these issues by restricting satellite radio to only national programming. Essentially this rule minimizes competition with traditional radio stations that only reach local markets and get the majority of their revenue from local advertisers. Despite there currently being very few small, independent, local broadcasters to protect, this remains the most significant regulation on satellite radio.[1] Today there are two main players in the satellite radio business: Sirius and XM. Though Sirius signed Stern, XM is currently the leader in terms of  subscribers. Both companies have neared bankruptcy at various points in their short history, and both have yet to make a profit. By signing Stern for $500 million over five years, Sirius must gain at least one million subscribers to pay this commitment.[2] Clearly satellite radio has a long way to go, but with steady growth and high-profile contracts (not only with  radio personalities, but with car companies who now install satellite radio  equipment in all new cars), the future remains wide open. Satellite radio is subscription-based, commercial-free, and largely unregulated. This last point appears to be the main draw for Stern. Since  the infamous Super Bowl incident this year, there have been calls for significantly expanding FCC indecency re... ...quot; due to his success with radio, books, television, and movies, but whether his kingdom will extend to satellite radio is yet to be seen. Free  speech is one of the key rights Americans have, but this right has always been in some degree of conflict with decency laws. The progressively stringent restrictions on the content of traditional radio have gotten so extreme in the past few years that, perhaps, finally they have gone too far. Listeners will soon wake up to the reality that what they want to hear in the morning has moved and in order to maintain their rights they must move too. If this is the case and audiences truly value "free listening," satellite radio will mark the end of traditional radio as we know it. [1] http://slate.msn.com/id/2097247/ [2] http://money.cnn.com/2004/10/06/news/newsmakers/stern sirius/ [3] see [2] [4] http://www.forbes.com/feeds/ap/2004/10/06/ap1578735.html [5] http://www.forbes.com/business/2004/10/06/cx sw 1006stern.html?partner=rss [6] Telecommunications Act of 1996 Â § 507 [7] Being commercial-free and having a wider selection of programming in many areas are also deemed to be significant advantages of satellite radio.

Is deception ever justified

Deception is sometimes justified. People shouldn't be satisfied with themselves sees when they play this card every time they can, but it is true that sometimes it is require red. It shouldn't be used following a mean purpose as human ethic dictates; Actually it dictate s that lies shouldn't even exist in our thoughts. However people deceive, ignoring with t hat action this principle. The best relationships are based in always telling the truth.That can get us star Eng ointment towards friends or causes, so strong that we would be willing to lie to protect them. Lying in order to cover a friend or an important cause is often consider De as a good action depending on the scenario. Jose Marti, the most remarkable character I n Cuban History, once said that there are some things that in order to realize them you have to keep them in the shadows. Moreover, probably he had to lie one or two times to ca err on with the Cuban revolution after all, but no one would dare to say that he was a mean an just because of that.The feeling of guiltiness when you lie must not be lost. If that happen You'll g et used to the shortcuts that a lie can provide, and therefore become ‘addict' to it. Yes, lying deliberately can get those who don't know when it's better to say the truth in a hole eve hard to come out . Like a friend I have that is always customizing his stories making g them so glorious that seem out of this world. At the end we always discover that those stories are lies, ND he is trying to make us think that he is amazing. Ultimately we just stoop De believing what he said; whether it is true or not. Now, it is so hard to trust in whatever came out of his mouth. There is the difference between using deception because it's necessary and f or a major good, or because you like it. I would like to believe that will always tell the true the, unless there is a life or death matter on the table that requires me to lie, of course.

buy custom Homeland Security Management System essay

buy custom Homeland Security Management System essay It is of paramount significance that the operations of al Qaeda are understood. This is will make it possible for the authorities to make the necessary plans to counteract their operations. The Homeland Security management System has come up with a cycle consisting of four steps which makes it possible to counteract terrorism by putting up measures to prevent a terror activity and, in case it takes place, what steps are to be undertaken to avoid a similar occurrence. According to the Homeland Security Presidential Directive -8 which was issued in 2003 the homeland security should focus on the National Preparedness Guidelines (NPG). In order to ensure that all the stakeholders are being effective in the fight against terrorism, a new Homeland Security Management System has been put in place. The new management involves four phases (check the appendix diagram 1) which are aimed at continually and mutually reinforcing a cycle of activity (Bush, 2007, par. 8). The four phases are explain ed as below and are meant to counter the loopholes which the terrorists can use by training and preparing all the stakeholders involved. Guidance For the nation to effectively fight terrorism there will be a need for guidance to given from those who better understand how terrorism should be fought.Bush (2007) argues that the first phase encompasses the overarching homeland security guidance. Furthermore he writes that this phase is meant to ensure that all the directives are duly followed in a clarified manner to ensure that there is effectiveness in the fight against terrorism. This will involve at times the training of the stakeholders (Bush, 2007, par. 8). Well guided efforts are likely to bear fruits as they will be more effective. Planning Planning is an essential part of any project if the expected results have to be achieved. Apart from just guiding the efforts aimed at fighting terrorism, planning the fight is significant to ensure that the battle is won. According to Bush (2007), planning is positioned in the second phase. Bush (2007) indicates that this is aimed at making the homeland management system a dynamic system that is quite effective in executing its plans. At this the directives are to be translated into a way that will make the execution of the policies a possible process. All the stakeholders are informed on the planning issues (Bush, 2007, par. 9). This therefore will induce cooperation among the members who are involved in the fight against terrorism. The execution The planned efforts are to be executed in an orderrly manner. This stage is as important as the ones already covered above and as such should be given due attention. Bush (2007) lists execution as the third stage of the whole cycle. This phase involves the execution of the plans which were strategized to thwart strike attempts. This can be in form of an actual occurrence or in the form of an exercise prepared in order to prepare the stakeholder on how to respond in case of a similar event (Bush, 2007, par. 9). Executing the efforts which have planned is quite important as it helps to make the war against terrorism quite effective because it reveals the weak areas which ought to be worked on. Assessment and evaluation After the planned efforts have been executed, it becomes possible to make an evaluation which will make it possible for further recommendations to be made. According to Bush (2007), this forms the forth phase. This stage, as Bush (2007) argues, involves a continuous assessment and evaluation of exercises and operations. This stage is meant to measure the effectiveness of the plans with respect to response given to a testing exercise or an actual occurrence (Bush, 2007, par. 10). This therefore means that the homeland security management system is a dynamic project which keeps on changing with respect to changes and dynamism manifested by terrorism. Buy custom Homeland Security Management System essay

The core essays

The core essays The movie The Core had many things scientific things that were probable and many things that werent probable. This was clearly a science fiction movie. Many things in this movie could not happen in real life. In the beginning of the movie when the space shuttle is going to land that is not a possible scene. In real life a space shuttle can not maneuver like that. It takes at least a couple of minutes for a space shuttle to make those kind of maneuvers in real life. The microwaves in the movie are true that they could happen but they would not be deadly in real life. They also arent affected by the magnetic field. They said in the movie that was the reason for the microwaves. This is not true and also microwaves in space would not even affect us on the ground here. The main point of the movie was that the core stopped rotating. This is impossible; they said it themselves that the core was an iron ball the size of mars. Something with that much mass rotating that fast just does not sto p rotating. The energy it takes is tremendous and it would just not stop rotating. If it did that energy would have to go somewhere and it would vaporize all of oceans and then some. Another part that is not probable would be when the crew is stopped in the middle of the earth. The crew just puts on some suits and goes outside to fix the problem. This is not possible; the crew would be crushed. There is not a suit that could with stand the pressure that would be on each of them. Even if there was a suit that could they wouldnt be able to walk. Also in that part the commander is hit with some magna and falls back into the magna behind him and sinks. He would not sink though, in water he would but in magna he would float and slowly float away. The reason for this is that magna is far denser than water and that means a body will not sink in magna. In the movie the Golden Gate Bridge is hit with a huge microwave cau ...

Why is it Important to Write Essays

Why is it Important to Write Essays Writing essays is like studying your soul. Have you ever wondered why do teachers and professors give you this bunch of written assignments? Why can’t they ask you all that in an oral form? The answer is quite simple. When you write an essay – you learn to express yourself in a more logical way, and also you develop your writing skills, your vocabulary and your own writing style. And all that is not an oral activity. By writing simple essays you can grow to be a very talented and creative writer or speaker, or logical thinker or whatever. Writing develops you in many ways. If we look further in your education we will see, that except essays – there’s a lot of written assignments, which later on will need to be written. A short list of examples is: Term papers, research papers, course works, home works, dissertations, thesis papers etc. All these activities require outstanding writing skills, which can be developed only by writing essays, and practicing. Another important aspect of writing essays – is referencing and citation. Do you know what is APA and MLA citation/referencing? If not – than you haven’t written 1 essay in your whole life. APA (American Psychological association) and MLA (Modern language association) are 2 guidebooks, which will help you put citation and referencing in your essay. Plagiarism is a very serious academic offense, and if you do not cite all the used sources properly – you will be accused of plagiarism which can harm and damage your reputation. Citation and referencing plays a very big role in your custom essay. You will have to learn to cite all the sources properly. They will definitely be useful for you in future, as in every written assignment you are supposed to use a certain style of referencing and citation. It can be either MLA or APA, Harvard, Chicago, Turabian etc. When you write an essay – you develop your logical thinking in a written form. After you have developed your own style of writing – you certainly have developed a certain style of thinking and talking. In this particular way – essay writing helps you.

Compare and Contrast 2 American poets Essay Example | Topics and Well Written Essays - 1250 words

Compare and Contrast 2 American poets - Essay Example Many scholars and poets consider Walt Whitman as one of the most influential American poets who sought to use transcend traditional epics and eschew normal aesthetic form to define the nature of the American experience and its democracy. On the other hand, Emily Elizabeth Dickinson was an American poet born in 1886 in America. Notably, the two poets had unique writing styles although they were both American. Many people consider them as the founders of modern American poetry. Indeed, modern poets borrow from their works although the prowess of the two poets stands out. A careful consideration of their works shows numerous differences in terms of writing styles. From the physical inspection, Emily Dickinson’s poems are short and seemingly simple while Walt Whitman’s poems are long and seemingly complex to read and understand. The poems, â€Å"To a stranger† by Walt Whitman and the poem, â€Å"I am alive-I guess† by Emily Dickinson confirms this assertion. Indeed, Walt Whitman’s poems use extensive descriptions to elongate his ideas. This portrays him as an outgoing, social, and talkative poet. For example in the poem â€Å"Crossing Brooklyn Ferry,† each line and word insinuates a picture in our minds and the poem goes on for a long time (Lehman 131-136). On the other hand, Emily Dickinson uses compact and concise words and lines to describe her works. Indeed, we can derive so much meaning from just a few words in her short poems. The short lines and phrases in her works allow the audience to derive their ow n meaning from her poems. It is thus clear that she uses few words to create diverse meaning. The poem, â€Å"Much Madness is divinest sense† uses the terms â€Å"Much Madness is divinest sense-to a discerning eye-Much sense-the starkest madness-Tis’ the majority† to derive a deeper and diverse meaning. Nevertheless, although their writing styles are different, the two poets

How have archaeologists' attempts to interpret sex and gender Essay

How have archaeologists' attempts to interpret sex and gender relations in the past changed over the last thirty years - Essay Example vii). However, this is the core problem with the way in which cultures have been framed through Western belief systems, thus making assumptions about the way that sex and gender are considered within those societies subject to modern standards of understanding. It is important to re-examine the nature of social structures that have been determined through biased assumptions in order to better construct a picture of an ancient societies. Studying Gender through Archaeological Inquiry In studying gender, Gilchrist states (1999, p. x), â€Å"gender is revealed as a metaphor for relations between men and women: gender is an expression of social practice and beliefs about sexual difference†. The nature of defining social structures through gender relations provides for a depth of context that is not often discovered in archaeological pursuit. The nature of interrelationships between men and women is such that it defines family, political structures, social class structures, and all aspects of society that must be framed to understand how a culture lived. Gosden (1999, p. 135) points out that in the continual creation of gender as it exists within society, the nature of people can be seen for their ’composite’ as it is a creation of sets of relationships that define social roles and identities. In studying gender, a central part of that concept can become understood. Joyce (2000, p. 177) states that â€Å"Gender and power are completely intertwined because the social control of individual experience of the body is the most intimate level of discipline practiced by authorities†. In defining the roles that exist within the genders, it is clear that these roles are defined differently depending on location. Settings define the nature of a gender role, whether it be within a public sphere or in a private sphere (Joyce 2000, p. 182). In creating a discussion of gender, the relationships as they are defined by location creates a textually deeper understanding of how a culture interacted. In putting the domestic roles in context with the public roles, a defined space begins to emerge in which male and female participation in cultural life is spatially recognizable. The nature of social order and discipline becomes defined for the way in which it is practiced within relationships of importance, many of which are specified as roles of gender. Studying gender through feminist referencing in archaeology did not being until the 1980s, and more specifically with the first published paper was in 1984 through Conkey and Spector, with the first real collection of essays published in 1991 in reference to a conference that took place in 1988. This collection was published by Conkey and Gero and is titled Engendering archaeology: Women and prehistory. In the process of trying to spark interest in the topic, Conkey and Gero set up a series of projects associated with gender to create paths of inquiry and to frame feminism within the arc haeological discipline (Wylie 1992, p. 15). There are two primary trends in the study of gender through archaeological approach. The first is to use written records as a comparison against archaeological finds. The primary problem with this, of course, is that not all civilizations have

MGMT436 U4 DB1 External Consultant Research Paper

MGMT436 U4 DB1 External Consultant - Research Paper Example Timeliness, cost and quality of services causes complaints. Thirdly, glowing internal expenses and cost of services are growing every year due management of global operations managements (Hughes, 1990). The internal consulting team finds what is lacking by analyzing and surveying the mentioned problems. Considerable persistence was taken to get the results. The following changes were made to create a correct structure. The task was restructured and done correctly by identifying loopholes in the functional setup. The ‘functional’ setup was slow since it lacked compliance. The task is made customer focused by restructuring towards geographic groups. The change factors that were addressed shows successfully that particular jobs were readjusted to conform with the job enrichment tenets, which have a complete customer focus rather than focusing on the functional expertise. The approach still calls for more improvements. Measurements were instituted to help focus on the productivity improving and quality. Though it worked well, there are still personnel problems and a slow corporation. The following factors need more attentions than the others. Despite the changes and the suggestions, the following factors need to be worked upon. They are, curbing the ever rising expenses, dealing with low cooperation from employees and, handling the personal problems of the

Social Justice Essay Example | Topics and Well Written Essays - 750 words - 1

Social Justice - Essay Example First of all, it is highly important to know about different forms of organizational justice. Distributive justice and procedural justice are two different forms of justice that can be implemented in organizational operational process. Distributive justice generally developed upon several distribution principles. This distributive justice generally has three important elements, such as equity, needs and equality. Equity generally exists when the possible outcomes are proportional to the specific contributors. In terms of equality, the recipients generally receive similar level of result. In terms of needs, the end results or outcomes are proportionate to the needs (Hegtvedt, 2005). On the other hand, procedural justice can be considered as the study subjective evaluation of justice for people considering some specific procedures, whether they are ethical or unethical and fair or unfair. These specific procedures have several key organizational elements, such as interaction, problem solving, decision making, leadership, management and interpersonal dynamics (Tyler, 2005). These two approaches are very much important in the effective operational process of modern day organizations. The organizational leaders, such as CEO needs to develop and implement unique strategies in order to ensure effective organizational within the workplace. First of all, it is highly important to ensure effective leadership style in order to confirm effective workplace environment. Democratic leadership style will help the organizations to ensure effective corporate governance, ethical operational process and workplace diversity. Secondly, adoption and implementation of stakeholder engagement in the strategy development and decision making process will help the organization to increase the motivation level of employees. According to these strategies, the leaders of organizations can ensure effective organizational justice for both employees and employers

Project management Essay Example | Topics and Well Written Essays - 750 words

Project management - Essay Example Janis is in a position of power and she has to create an effective communication plan to ensure the success of the project. The first step in the communication plan is to ensure all the key players have the proper communication devices. The company must provide Janis, Clark, Downs, and Pokorski with a smartphone. I recommend the firm purchase four iPhone 4. A smartphone has the capabilities of connecting to the internet which can enable the different managers to send data and information to Janis instantly. The company should also design a mobile application that enables these workers to connect to the company intranet. A lot of businesses in the 21st century have realized the benefits technology offers to improve communication and are taking advantage of its capabilities (Goessl, 2008). Janis also has to create a system to ensure these managers communicate with her on a routinely basis. My recommendation is for the four professionals to have weekly meetings. The meeting can occur ei ther face to face or virtually. The virtual meetings could take place using the services of Skype. Skype is an internet service that enables its users to make video calls free of charge (Skype, 2011). Janis has to be able to manage her human resources effectively to avoid conflicts. The company placed Clark, Downs, and Pokerski in a tough position because they gave Janis the ability to access the resources these managers have at their disposal. It is possible that Janis might ask for work from these managers which might place them in a conflict in regards to their regular work schedule. Janis has to be considerate in her requests. Janis can minimize the conflicts by giving the managers a head start. This can be done during the weekly meetings. If Janis needs to use the employees or resources of the managers she can schedule their services a week in advance. There are always potential risks that project managers might face in any project. A risk is something that may happen that can have a negative impact on a project (Projectperfect, 2011). Janis has to realize a risk assessment in order to find ways to minimize the risk. The project Janis is in charge of is a construction project. An inherent risk the company faces is not selecting the proper construction crew for the project. A way to lower that risk is to hire only workers that have at least three years of experience in the construction industry. Another risk of this type of project is potential accidents to the workers. To offset this risk Janis must purchase insurance. A third risk that Janis might face in the project is time related issues. The project could get delayed which would hurt the plans of the company. A good way to minimize the risk of the project being delayed is by Janis using a work breakdown structure. A work breakdown structure can be defined as result orientated family tree that captures all the work of a project in an organized way (Chapman, 2004). The great thing about using a work bre akdown structure is that it allows the project manager the ability to divide the work in different deliverables. It is easier to estimate the time it takes to complete each deliverable separately. The work breakdown structure can also help the project manager lower the risk of exceeding the stipulated budget for the project. Janis has a budget of $2.75 million for the Alabama construction project. For this project to be completed on time and within budget Janis has to do a good job of communicating

Social Justice Essay Example | Topics and Well Written Essays - 750 words - 1

Social Justice - Essay Example First of all, it is highly important to know about different forms of organizational justice. Distributive justice and procedural justice are two different forms of justice that can be implemented in organizational operational process. Distributive justice generally developed upon several distribution principles. This distributive justice generally has three important elements, such as equity, needs and equality. Equity generally exists when the possible outcomes are proportional to the specific contributors. In terms of equality, the recipients generally receive similar level of result. In terms of needs, the end results or outcomes are proportionate to the needs (Hegtvedt, 2005). On the other hand, procedural justice can be considered as the study subjective evaluation of justice for people considering some specific procedures, whether they are ethical or unethical and fair or unfair. These specific procedures have several key organizational elements, such as interaction, problem solving, decision making, leadership, management and interpersonal dynamics (Tyler, 2005). These two approaches are very much important in the effective operational process of modern day organizations. The organizational leaders, such as CEO needs to develop and implement unique strategies in order to ensure effective organizational within the workplace. First of all, it is highly important to ensure effective leadership style in order to confirm effective workplace environment. Democratic leadership style will help the organizations to ensure effective corporate governance, ethical operational process and workplace diversity. Secondly, adoption and implementation of stakeholder engagement in the strategy development and decision making process will help the organization to increase the motivation level of employees. According to these strategies, the leaders of organizations can ensure effective organizational justice for both employees and employers

Submit a 3150-3850 word description of a new organizational paradigm Essay

Submit a 3150-3850 word description of a new organizational paradigm and analyze the ways in which an existing organization could operate within that paradigm - Essay Example 30% of all employees are Americans and 70 % of employees come form different cultures. The Bell group is specialized in hotel and resort services. It is expected that technology and knowledge will be the main issues changing the world over the next 5 yeas. The new organization paradigm will be based on innovative technologies and introduction of knowledge management initiatives. The division of horal and reports is based on traditional centralized structure. In order to keep control over the assets that are invested into these new business alliances, Bell Group establishes a hierarchical structure of formal control for them. This depends on the significance of the alliance and the potential danger associated with losing key internal resources. Control is an important factor which helps to integrator tasks across teams and has the potential for redesigning the entire organization in terms of job descriptions or promotion schemes, management frequently lacks the commitment to change the entire control structure of the organization. Thus, personal change was a crucial element of learning and organizational change. The potential lies in a reduction of the number of middle managers or a change in the authority structure. It is, however, only when the full potential of technology has been realized that organizational structure changes become more visible. It may therefore take time to notice the long-term effect of increased technology use on organizational design (Bolman and Deal 2003). The greater the degree of specialization, the greater the tendency to concentrate on individual functions while losing sight of overall federal objectives. Thus, conflicts arise among group, functional, and territorial politicians, even though all are preoccupied with the same policy and strategies. Today, decentralization of decision making varies among departments and employees (Hesselbein et al`1997). It is supposed that

Margin Call Essay Example for Free

Margin Call Essay J. C. Chandler’s 2011 film Margin Call examines the actions of an investment firm’s key decision makers during the earliest stages of the most recent financial crisis. Chandler does a good job with the characters of this movie he isn’t necessarily looking for a villain in a mess like this nor any lengthy explanations; he’s going deeper than that. He goes more for societal costs of high finance, the power of self-rationalization, and the easy embrace of personal corruption. The movie is filled with business lessons that go beyond the investment world. One theme of the film centers on business ethics and whether personal interest should trump customer/employee investment. Clearly, the decision made by John Tuld and senior management demonstrates that everybody is out for themselves. Personal investors are at the mercy of the individuals and the firms they invest with. The ease with which Tuld makes his decisions is scary to any business ethical viewer. With unqualified statements such as, â€Å"its just money† the audience begins to understand that the financial system can be an unfair game. In contrast Peter’s boss, Sam Rogers’ ethical implications of how the company plans to resolve its problems are almost more than he can handle. Sam stumbles upon the issue triggering the crisis, it’s one thing to be shocked at the ramifications of what’s about to unfold. But it doesn’t mean one’s outrage can’t be set aside when personal survival is on the line, an attitude that he quietly maintains but isn’t afraid to tap when the need arises. Moral ethics are thrown out the window in order to salvage a firm that has taken on too much risk in order to increase profits and inflate employee earnings. Management is willing to do whatever it takes to save themselves and protect their personal assets. This includes liquidating entire departments, and ruining the integrity of their own employee’s careers in the process. This film had several big ethical messages from it. In addition, there were many smaller points and messages the film showed. One in particular was the way that the employers used an employees entitlements as leverage to coerce them into doing what the enterprise requires. However, things such as stock options, pensions, bonus promises, and health care plans are simply paper assets. The promise that stands behind them can be broken and that paper is completely worthless at the order of those employers or in other words, blackmail. Ethics never loses its relevance. It must be told and retold as, too often, the mportant lessons that it imparts individuals and institutions unwillingly set aside. Ethical lapses can lead and have led to the irrevocable damage of a firm, its employees and clients. If there are any ethics in the business world, the company’s plan for survival is unethical. But in a world that lacks options, there is only winning and losing. Some of the characters struggle with the little emotional and psychological life they have left. But their choice basically comes down to money or no money. One thing that we must remember from this film is not just the ethical decisions made by the upper management but who is affected by these choices made by upper management. The most damaging fallout from all this is on those who didn’t see any of this coming, mostly the investors and the firm’s employees. Those who had the least involvement in all this mess are hurt the most in terms of financial losses. Even if it may seem like the employees’ participation was limited, they are nevertheless part of all of it, just by the inherent connectedness to the overall whole. Just because they weren’t the ones making the decisions doesn’t mean the decisions made by upper management won’t hurt them. This film is a reminder that business and moral ethics can easily be lost in the shuffle when billions of dollars and entire companies are at stake. Tuld is willing to kill the market to protect his interest, without concern for the company’s investors or even the strength of the global economy. When money is no longer an issue, you lose all concern for the individuals who do not hold the same viewpoint.

National Brands And Private Labels

National Brands And Private Labels Different peer reviewed articles and articles published in newspapers, business magazines, retail industry websites and industry experts, test a hypothesis and to draw a conclusion. Findings: The findings from the study suggest that private labels are generally considered low on price and quality. Incidence of rejection generally happens prior to purchase due to extrinsic cues. Store loyalty and image plays a crucial role in selecting the private labels. Retailers derive higher margins, differentiate themselves from competitors and have better control over value chain in the case of private labels. To compete with national brands, retailers these days are developing a portfolio of private labels across price points, improving the extrinsic cues to improve the perceived image of private labels. Managers can enhance consumers perception of the PLB image by improving the service quality that relates to the PLB and provide PLB products with good quality and reliable performance safe for use to reduce perceived performance risk and physical risk, which in turn will increase consumers purchase intention for PLB products. INTRODUCTION: Private Labels: Private labels are defined as the products owned and branded by the organizations whose primary objective is distribution rather than production (Schutte, 1969). Private labels can also be seen as brands owned not by a manufacturer or producer but by a retailer or supplier who gets its goods made by a contract manufacturer under its own label. Pandya Joshi, in their book define store brands or PLs as brands owned, controlled and sold exclusively by retailer.Private label products encompass all merchandize sold under a retailers brand. That brand can be the retailers own name or a name created exclusively by that retailer. Distinction between National-Brands and Private Labels: The national brand is the product that is distributed nationally under a brand name owned by the producer or distributor, as opposed to local brands (products distributed only in some areas of the country), and private label brands (products that carry the brand of the retailer rather than the producer.) National Brands has longer history than the Private Label. So customer knowledge towards the national brand is higher than private labels. With the rise of national advertising, manufacturers brands or national brands (NBs) became widely recognized by consumers who elected their preferred brands and became loyal to them. Over time, manufacturers could exercise greater influence over the final demand for their products and secured a better bargaining position when dealing with retailers (Grant 1987). Retailers saw their margins drastically reduced, and their power to determine the prices to consumers depreciated (Borden 1967). In the food retailing industry, supermarket chains were no longer able to compete, solely, on the basis of price. A way found by retailers to beat competition was through the establishment of Private Label. TYPES OF PRIVATE LABEL Generic private labels Private labels first came onto the scene several decades ago in the US and Europe, and about a decade ago in India, as cheap, inferior products. They were presented as generics, often not bearing the name of the retailer, but simply the name of the product, such as milk or butter, in plain script on a white plain background. Mostly basic food products, canned goods and paper goods, they were offered at low prices, competitive with the lowest priced product in that category. The product range appealed to the budget-sensitive shopper. They were seen as low quality but cheap. Retailers rarely run price promotions because the product is cheap already and there is usually only one product to choose from. It emphasizes on the basic use of a product and is available in simple packaging, limited advertisement and cut in quality and therefore occupies the lowest price tier. Classic /copy cat private labels Copycat store brands carry the name of the retailer and tend to have packaging and price points very close to the products that they compete with. The retailers tend to target branded products that are already successful then produce a copycat that has similar ingredients, packaging and pricing. Copycat retailers can thereby cash in on the success of the branded product without having to incur the costs associated with developing the product and researching the market. Marketing costs are also kept down since the product is instantly recognizable as being associated with the product it is copying. With copycat brands there is no cost of failure to absorb since only successful products are targeted. The retailer tends to produce a similar product and offer it at a lower price than the branded product so the message to the consumer is that it is as good but cheaper. The advantages of having copycat brands is not only to make profit on the sale of the product itself, but it creates competition for the existing manufacturer branded products as well as increasing the retailers bargaining power with the manufacturers, since the retailer has the option to promote its own brand in competition with the original brands. The Spanish clothing chain Zara is a very successful copycat company that sells private labels only, producing fashion clothing at very low prices that imitates famous designers and well-known brands. They employ talented and unknown young designers to pick up on key trends and translate them into clothing for the Zara chain. Its strategy allows it to operate with extremely low costs of advertising, staffing, market research, and so on, that the manufacturer brands continue to incur. Premium private labels As retailer strategies have developed, the approaches have evolved to incorporate premium store brands. Retailers have seen the opportunity to differentiate their products and thereby target a whole new section of the market. The latest trend is to establish high quality products with distinctive packaging, presented as a whole new product line by the retailer, targeted at competing with the top brands in the range. Kumar and Steenkamp define two types of premium brands: the premium private label which is exclusive, higher in price, and superior in quality to competing brands; and the premium-lite store brand which is promoted as being equal or better in quality to the competing brands, while being cheaper. Value innovators in private labels Value innovators are the fourth main category of private labels. The retailers following this approach have focused on cutting down costs and processes to simplify the production and marketing of product ranges, so that a good quality product can be offered at very low prices. The value innovator approach differs greatly to the generic, copycat and premium label approaches. There are a number of key principles that must be adhered to for this approach to be successful. Limited number of products Low costs of production and marketing Good quality products at low prices PRIVATE LABEL BRANDS IN INDIAN MARKET  » Indias largest retail company Future Group has 12 apparel, 4 FMCG and 2 household product private labels in its formats Big Bazaar, Food Bazaar and Pantaloon. Besides these it also has many other private labels across categories and formats.  » Aditya Birlas private labels segment has 7 brands which Aditya Birla Retail Limited provides customers products under its own labels. Private label Food Brands include Feasters, Kitchens Promise, and Best of India. Home Personal care brands include Enriche, 110%, Pestex, Paradise and Germex. It is also planning to launch its private labels in milk and dairy products.  » Tata Croma has plans for 100+ private labels across categories like personal care equipment, laptops, small appliances, etc.  » Reliance Fresh sells staples and food items under Reliance Select and Reliance Value brands. It has recently launched Dairy Pure, in the liquid milk segment. Reliance also sells a number of private labels in other categories like apparel, through its various other formats.  » Shoppers Stop has around 10 private labels, the prominent ones being Stop, Kashish, Life, etc.  » Bharti retail recently launched 8 international private labels of Wal-Mart in its supermarket chain, Easy day.  » Myntra is looking to launch its own private label by Q3 2012, which according to him, will contribute to a better bottom-line for the company, since the margins in private labels are higher.  » Flipkart has entered the private label league through online store brand Digiflip, a brand that sells digital accessories such as laptop bags, sleeves and camera bags pouches.  » Ruchi Soya Corp has tied up recently with Future Group for manufacturing its private label brand Fresh Pure. Internationally  » Nestle works with Lidl, a discount retailer, to create products and packaging in many categories across countries. In the Indian context, Brand owners and manufactures like Indo Nissin (Brand: Top Ramen), Dynamix Dairy (Brand: Dynamix) etc. also manufacture private label brands for their retailers to occupy their excess production capacity.  » Wal Marts private label George is one of the highest selling apparel brands in the US.  » Aldi, the German deep discounter has more than 90 per cent of its sales coming from private labels. Some of its private labels sell more than any national brand in Germany ADVANTAGES AND DISADVANTAGES OF PRIVATE LABEL: The advantages and disadvantages vary depending to which market sector we are referring to. These can be defined as follows: For Retailers: Advantages: Reduction of producer domination in the marketplace Increase in consumer loyalty An opportunity to differentiate and provide variety Flexibility in pricing strategy Positive control over stock keeping inventory Better bargaining position in a depressed economy Disadvantages: Erosion of brand image and brand value if private label quality is poor Lack of standardization of private labels between categories upsets the customer Financial control concerns Excessive focus on the private label at the expense of other products The retailer could be perceived as less powerful in the marketplace as they dont promote recognized brands Low price may equate to low quality Lack of financial support from suppliers For Consumers Advantages: A guarantee of the same quality for a serious price differentiation More variety within the category A trusted retail name equals trust in the product Product provides a need based on a want, where products were missing within the category. E.g. ethnic foods, diet foods, sugar free foods and so on. Disadvantages: Low quality product. Consumers may have a prejudice to low price equaling low quality Previous customer failures could affect the whole private label range in a store. INDIA SCENARIO: Correlated with the immense growth in the retail sector, the growth in sales of private brands stands at an impressive 30% (YOY). As per an AC Nielsen study groceries account for 46% of Private Brand sales. Correlated with the immense growth in the retail sector, the growth in sales of private brands stands at an impressive 30% (YOY). As per an AC Nielsen study groceries account for 46% of Private Brand sales. Strategic Issues for Retail CEOs, a thought leadership report by PricewaterhouseCoopers, puts forth that private label products will be a major lever for growth of participants in Indias retail sector. Indian consumers, often referred to as value conscious, will find major benefit in purchasing private label products since final promotional offers to quickly move their own brands. Indias major retailers expect to embark upon the following strategies for their private label products: costs paid are lower. A demanding and aspiring middle class of 300 million people (or 75 million households) and a large young population of 500 million under the age of 25 years are just two of the demographic-oriented statistics that suggest a large market for private labels in India. In India, private labels are becoming a major component of retailers long-term strategies encompassing product development and sales. Most retailers are investing towards creating robust private label ranges which will appeal to consumers, delight consumers and also meet consumers price preferences. Those retailers who develop good quality, well-priced private labels, and focus on branding and promotion, will increase both their top and bottom lines in a retail environment where innovation, meeting customers needs and efficiency are imperative. (Indian Retail embraces private labels by N. V. Sivakumar). The greatest potential for private labels lies in developing countries, where retail chains with well-developed private-label ranges are growing rapidly. Although growth for private labels is expected in all most all sectors, the highest growth in share is anticipated in the ready-meals sector. The growth of private labels in the international market, especially in developing countries, will be guided by the demands of busier lifestyles. Delivering higher quality and convenience, and introducing innovation in product ranges will help the private-label market to expand further. Retailers can make use of these opportunities by offering good-quality private labels that will foster a sense of brand quality among the customers. Over the long term, this could offer retailers a significant advantage in the global retail sphere. (Going global with private labels: Sandeep Puri Dr Harsh Dwivedi). Private labels are still nascent in India which is to be expected given that modern trade started in the late 1990s. Given the variances in market maturity between Indias retail sector and that of other retail markets in the US and in Europe, it is natural that private labels have yet to achieve a level of sophistication in India that they enjoy overseas. RESEARCH FINDINGS: Some of the significant findings from the PLMA (Private Label Manufacturers Association) Research Report 2010 2011 are: 1). Consumers continue to turn to private-label products in these supermarket categories in which they had formerly purchased only a national-brand product. Around 43 percent of these consumers report that they have recently forsaken a familiar national brand for a private-label counterpart-a marked increase since the GfK study conducted in June 2009, when only 35 percent of consumers said they had done so. 2). Ninety-seven percent respondents compared private labels favorably to their previous national brand choices in the same categories. About 49 percent said that their new private-label selections compared very favorably to their earlier selected national brands. This is an impressive increase from 2009 when only 26 percent reported the same. A 2010 online global survey conducted by The Nielsen Company reveals that 60 percent of consumers across 55 countries from Asia Pacific, Europe, North America, Latin America and Middle East/Africa (comprising countries from Saudi Arabia, Pakistan, United Arab Emirates, Egypt and South Africa) say they are buying more private-label brands because of the economic slowdown. An uncertain economy encouraged many customers to try private labels for the first time. Once this initial barrier was breached, they found private labels to be as good as their branded counterparts, albeit at economical prices. PRIVATE LABELS VS NATIONAL BRANDS: There are a few reasons driving private label growth: an increased concentration among retailers, an improved quality perception among consumers, and a rising social acceptance of private labels consumption. In addition, the current economic downturn has further boosted the appeal of private labels because of their price utility. To combat the threat posed by private labels, consumer packaged goods companies frequently adopt new innovation strategies focused on delivering new value to consumers. Furthermore, research shows that national brand manufacturers have mainly focused on increasing their distance from private labels through innovation and advertising in order to provide a superior value to the consumers compared to private labels brands. In this sense, product innovations help to sustain a national brands competitive advantage and provide a basis for a sustainable price premium over store brands. Research also shows that introduction of new products by national brands has a positive impact on their brand equity which makes them less vulnerable to PLs. CHALLENGES AND OPPORTUNITIES FOR PRIVATE LABELS IN INDIA: 1).Lack of retailer sophistication could hamper private label growth There is lack of supply chain sophistication among Indian retailers. Most retailers still exchange information manually with suppliers. Indian retailers are yet to implement bar-coding techniques properly, let alone sophisticated technologies such as radio frequency identification (RFID). There is also a lack of integrated IT systems, coupled with low overall IT spending. As is evident, Indian retailers have a long way to go before they can be compared with international retailers such as Tesco and Wal-Mart, in terms of technology and supply chain sophistication. Therefore, unless retailers pay attention to these issues, they will be unable to make successful private label portfolios. 2).Rural areas unlikely to be tapped by private labels in the near future While it is widely acknowledged that the real potential in Indian retail lies in rural areas, the rural retail scenario continues to be unorganized and highly fragmented. While FMCG manufacturers such as Hindustan Unilever and ITC continue their efforts to solve the rural retail jigsaw through projects such as Shakti and e-Choupal, major retailers have tended to stay away from the rural scene. In light of high access costs due to infrastructure bottlenecks, along with absence of a successful rural retailing model, the above trend is likely to continue in the coming years. Therefore, the Indian private label market is expected to be largely confined to urban areas (metro cities), with some growth also coming from semi-urban areas (tier II towns). 3).Psyche of the urban Indian consumer is both a hurdle and an opportunity In an ACNielsen consumer survey in 2005, only 56 per cent Indians agreed that private labels are a good option in comparison with brands as against four in five consumers in developed countries. Further, the same survey also concluded that a majority of Indian consumers associate private labels with low cost, and are, therefore, apprehensive about compromising on quality. The target segment for organized retail in India is still predominantly urban, and in the context of private labels, it is more inclined towards upwardly mobile urban consumers. This segment gives high priority to quality, and the budget label perception does not help at all. Further, Indian retailers have not been able to develop a bond with consumers. Consumer loyalty has been seen to provide impetus to private label growth in developed countries such as the United Kingdom. The lack of this bonding and loyalty could hamper private label penetration in coming years. At the same time, though, the Indian consumers psyche also provides an opportunity for retailers. The Indian urban consumer is price-conscious, but also expects high quality. Private label products could actually fit the bill perfectly. 4).Intense competition in Indian retail could provide impetus to private labels With the entrance of several corporate majors such as Reliance, there is intense store-level competition in the current Indian retail scenario. However, if Indian retailers were to follow the UK model, this could actually turn out to be a boon for private label growth. Major UK retailers such as Sainsbury and Tesco have successfully used private labels to differentiate themselves. This scenario could be replicated in India in the near future. 5).Private labels likely to exhibit maximum penetration in food and groceries, clothing and consumer durables segments All segments where percentage of organized retail is relatively high, and which are also exhibiting the highest overall growth rates, are most likely to show maximum private label penetration in the near future. The following figure illustrates the findings of a simple analytical model based on the above two assumptions. Private label penetration by category http://www.indiaretailing.com/images/private10.jpg 6).Ability of retailers to innovate likely to drive future growth of private labels The main USP of private labels is their customization according to user demands. They are then promoted by various means including innovative packaging, promotional schemes, and placement within the retail store. Therefore, success of private label retailers globally has been dependent on their ability to innovate in all aspects of a product formulation or ingredients, supply chain, packaging, advertising, promotional schemes, and so on. The dynamism of private label retailers, in responding to changing consumer needs through suitable modifications, is also critical. In light of the intense competition in Indian retail, coupled with the choosy Indian customer, future success of private labels would depend on the ability of Indian retailers to innovate. This is again a question mark, given the reputation of Indian companies as poor innovators. RECENT TRENDS: Private labels are a growth opportunity that retailers cannot afford to ignore and many are assessing market potential by conducting pilot projects to assess the impact that own brands have on visibility, sales and revenues. Others are working on enhancing depth and breadth of private label ranges. Other selected observations include: While low-price private labels exist, retailers are changing their focus from a price game to one that involves developing a portfolio of brands with distinct positioning for each brand. Retail chains are trying to understand unfulfilled demands existing in Indian market through need-gap analysis. Retailers are incorporating demographic and psychographic indicators into their need-gap assessments. Retailers are also learning from the lessons of experimentation; the quality of their private labels is being improved, product extensions are being created, etc. Some retailers are launching dedicated formats for private labels in apparel and accessories. In the early stages of being launched, this is an indication of the level of commitment that retailers are exhibiting to private labels. Retailers are also working to increase and improve the level of trust that consumers have with regard to private label offerings. That said, sharp promotions, competitive pricing, freebies, etc. are some ways in which retailers can incentivize consumers to try private label products. Factors Influencing Private label Strategies: Private labels apparently be successful without having to rely on the price weapon?. Economic theory hold that the price consumers are willing to pay for a product depends on the utility they derive from consuming the product. A major source of utility is the perceived quality of the product. Perceived quality is defined as the degree of perceived performance excellence of the product. How well does the brand perform its function in the eyes of the consumer? Perceived Quality, Not Price, Drives Private Label Success To understand the relation between perceived quality and price, we need to understand the different types of buyers: Random Buyers are not particularly price sensitive and see little difference in quality. Brand buyers are consumers who are low on price sensitivity and perceive a large quality difference between leading national brands and the store brands .They will buy national brand Private label buyers are price sensitive consumers who perceive a small quality gap between leading manufacturer brands and the store brand. They will purchase the store brand. Toss-ups are consumers who are high on price sensitivity and perceive large quality differences between leading national brands and the store brand The battleground is among toss-ups and random buyers. However the strategy to induce them to private labels is very different. Random buyers can be attracted to the private by using in-store stimuli that guide the shopper to the private label, such as favorable shelf facings, shelf tag ons, and end-of the aisle displays. Toss-ups will usually purchase national brand since for most consumers quality is more important than price. This is especially true if the national brand regularly runs price promotions, which will appeal to the toss-ups high price sensitivity. Private labels can convert toss-ups in to private label buyers only if they convince consumers that the quality of the private labels is comparable to, if not better than, the quality of the national brands. National Brands Irrational Price Premium The question to ask is whether consumers willing to pay more for better quality? It is beneficial that they value quality, but better quality products often cost more to produce, which translates in to higher prices. Thus the question is whether products of higher perceived quality also command a higher price in the marketplace. Consumers are often willing to pay disproportionate price premium for better quality, because quality typically has more weightage than price in purchase decisions. When the relationship between perceived quality gap the price premium commanded by the NBs over PLs for CPGS (consumer package goods) was examined on 75 CPG categories in France, one of the worlds most important and competitive private label markets, the following insights were seen In categories where the perceived quality of national brands exceeds the quality of store brands, the average price premium for manufacturer brands is 56 percent. In quality- equivalent categories (i.e., categories where consumers do not perceive a quality difference between national brands and store brands), the price premium commanded by national brands is 37 percent. The French findings are consistent with the evidence from the United States. A recent study ( using objective quality as reported by Consumer Reports) finds that a 1 percent quality gap between manufacturer and store brands is associated with a 5 percent price gap The price premium that national brands command in quality- equivalent markets is the same as in France, or 37 percent. In 33 percent of the cases, consumers perceive manufacturer and store brands as quality equivalent; however they are willing to pay the same price for the store brands as for the manufacturer brand in only 5 percent of the cases. Conclusion The perceived quality gap between NBs and store brands is a major factor driving the price gap Quality is not the only factor; there is residual price gap that cannot be explained by quality perceptions. The findings we had in categories where consumers do not perceive a quality difference between national and store brands , the price premium commanded by manufacturer brands is substantial 37 percent . Consumers are unwilling to pay equivalent prices for store brands even if they perceive them as quality equivalent. This last result is rather depressing for retailers. Why are consumers willing to pay a price premium for manufacturer brands, even when they do not perceive a quality difference between national and store brands? The reason is that national brands have a clear advantage on brand imagery. BRAND IMAGERY AND THE PRICE GAP National brands offer something intangible that most private labels do not (yet) offer. They allow consumers to identify with the values imbued in the brand, and help consumers express who they are and how these brands fit in to their lifestyle and self concept. Brand imagery refers to the personalized social-emotional bond the consumer has with the brand. What does the brand stand for, and does that appeal to me? Consumers show no difficulty in assigning personality characteristics to brands, in thinking about brands as if they are animated, humanized, and personalized. For example brands like Marlboro, Harley- Davidson, Jack Daniels, and Levis glamorize American ideals of the West, strength, and masculinity, while sophisticated brands like Gucci, Chivas Regal, Revlon, and Mercedes are associated with aspiring imagers such as the upper class, glamour, and sexiness. These image components, regardless of the functional qualities of the product, can be extremely important to people. Two brands may be quality equivalent, but if one brand is stronger on image; it will generate higher utility in the target segment. Consumers are willing to pay a price premium for image utility. Using the French CPG data mentioned earlier, the findings are as below The average price premium commanded by manufacturer brands in categories that are low on imagery (e.g., floor cleaners, kitchen paper, canned green beans) is 38 percent. The average price premium commanded by manufacturer brands in categories that are high on imagery (e.g. deodorants, hair coloring products, whiskey) is 61 percent. Thus the price premium associated with brand imagery is, on average, 23 percent and contributes significantly to the price gap. Although the importance of brand imagery varies across consumers, some generalizations still emerge. Younger consumers attach more importance to brand imagery because of their greater desire for social acceptability, besides being more image conscious in general Singles and couples attach more importance to image utility than larger families. Poorer consumers give more weight to brand imagery. This seems paradoxical since they stand to gain most from purchasing a lower priced store brands. However, it allows them to show the world that they are also sophisticated consumers .Thus the fact that the poor buy private labels more often than the rich is because they have to, not because they want to. IMPLICATIONS FOR RETAILERS We have seen that there is a lot more to private label success than price. We can formalize these ideas by drawing on economic theory. Consumers will purchase a private label if the price premium for the national brands exceeds the utility the consumer derives from the surplus in perceived quality and imagery generated by the national brand. Thus private labels do not have to compete on price alone. Beyond managing the price gap, they can also compete on two non price strategies. We will discuss them first before turning to managing the price gap. Decreasing the Perceived Quality Gap One way to decrease the perceived quality gap with the national brands is to increase the objective (actual) quality of the private label by using better materials

Essay examples --

The legality of cannabis varies from country to country. Possession of cannabis is illegal in most countries and has been since the beginning of widespread cannabis prohibition in the late 1930s. However, many countries have decriminalized the possession of small quantities of cannabis, particularly in North America, South America and Europe. Furthermore, possession is legal or effectively legal in the Netherlands, Uruguay and in the U.S. states of Colorado and Washington as the federal government has indicated that it will not attempt to block enactment of legalization in those states. The medicinal use of cannabis is legal in a number of countries, including Canada, the Czech Republic and Israel. While federal law in the United States bans all sale and possession of cannabis, enforcement varies widely at the state level and some states have established medicinal marijuana programs that contradict federal law—Colorado and Washington have repealed their laws prohibiting the recreational use of cannabis, and have instated a regulatory regime that is contrary to federal statutes. Som...

Why? :: Art

Why? After seeing the film The Virgin Suicides, I found myself asking the question why. While talking to other students about the film again came the question, why? Why would these girls, with so much to look forward to, commit suicide? This question, â€Å"why† is the central theme of the whole film. Hearing many opinions on the film, I asked myself, what was the most disturbing aspect of this film? Focusing on the subtly disturbing manner in which the film is told and again asking why. I came to the conclusion that the most disturbing part of this film isn’t so much the girls committing suicide, but the fact that we don’t know why they do it. Like the boy’s across the street, we are not content with what happens, we feel cheated, like it’s all a horrible inside joke and we just don’t get the punch line. The first time the boys go into the house, they look around as if they were in the house of a dead idol, like the smaller pieces of the girl’s lives are going to tell them something they haven’t yet considered. The way they steal Cecilia’s diary and try to imagine what the girls were thinking. The way they sit with the telescope pointed at the roof across the street, watching like confused children, which essentially is what they were. These are some of the more obvious voyeuristic scenes, but there are so many more. The film could almost be a beginners guide to stalking. All the boys were obsessed with the Lisbon girls. They wanted to know what they were doing, where they were, who they were, and most of all, why. The one time Lux let one of the boys get close enough to answer some of these questions, he momentarily looses interest and leaves her at the football field. Which poses the question, were the boys fascinated with these girls because they were unique and interesting, or did they only want what they couldn’t have, the forbidden fruit. The bars of isolation put firmly into place by the Lisbon mother is what creates this aura of mystery around these girls. Her strict enforcement of the conservative lifestyle only adds fuel to the girl’s new found sexual fire. Like the boys, the girls only want to discover the unknown. And for the Lisbon’s, the unknown is the opposite sex.

Different Contexts In Communication Essay

†¢Social – When in a social environment you are more than likely around people who know your personality and how you communicate, if that is with jokey sarcasm, dramatic actions, being load, quietly thoughtful or any other way in which you may use your communicational skills. Because of the friendship you will have with these people and the want they feel to spend social time with you, they will understand your ways, accept them, and that is how you are able to be yourself in a comfortable relaxed atmosphere. †¢Professional – Meetings, talking with other parents/members of staff/students/outside agencies. All require professionalism; the way in which you conduct yourself should be with a friendly, but not formal attitude. Respect, listening, interest and understanding should be shown by you in body language, questions, answers and possible solutions. In some of these meetings important issues can irises and it is important that no matter what the subject is you take a high interest at getting any issues dealt with, but always keeping the situation calm and none threatening. Sarcasm, inappropriate jokes and other behaviours should be left to use in your social time; this is not the place for informal attitudes, a professional stance is required, with a level amount of understanding and respect. †¢Cultural – If a meeting has been arranged with people of a different culture if possible a little research into acceptable communicational behaviour would help, but being careful not to assume a stereotype attitude. If there is going to be a language barrier, provisions should be made. In some cultures they have very different ideas on what is offensive and polite. For example shaking hands to me is a polite way to say hello and introducing yourself, but there are cultures that find this rude, along with eye contact, (which is a big way to show you are listening in our culture) also the way in which you may be dressed could cause affence. When any of these skills in which you should conduct yourself in are crossed, this could leave the other member in your party feeling offended, unable to have the confidence to express what they are feeling and lose the trust to be able to come to you with a problem again.

Marketing Analysis

As part of a multinational marketing policy, in this cases for Enshrines, the term local marketing means specific marketing actions and appropriate at the scale and geographical particularities of each potential market. Whether international or local marketing they are based on the same concepts. But, at an international level, the marketing approach is more difficult and we have to consider more important points. At an international level, we must learn more about culture and differences between each cultures to avoid cross-cultural risk for example.We can summarized that the international arresting differs from domestic marketing in that we have to take care about more facts like socio-cultural particularities or figures. Then, international marketing is more difficult to understand than marketing at a local level. To fix more at the expectations of customers, companies can do a global marketing strategy which is a marketing concepts of a global strategy with local adaptations. In this cases, Enshrines do a global marketing. Marketing concepts & approaches A marketing strategy firm is a step of reflection and study with the goal of being as close to matching demand and supply.This approach is in the heart of the strategy of the firm. The goal for the company is to focus on increasing revenues, market share and customers by constantly differentiation, adjustment of supply solvent and increasing economies of scale. This process takes place in three steps : the segmentation, targeting and positioning which is corresponding to the three phases S. T. P (Segmenting, Targeting, Positioning) of the Framework of Dawn Jacobin. Ð’Â « up Ð’Â » Here, the Ð’Â « UP present correspond at the conceptions approaches of the Enshrines to its market. Price : For the France market, Enshrines have large range of price.Count 1 79 to 1800? for a machine. For the pod, they cost approximately 0,35? per pod which is less than a coffee in a traditional coffee shop but more ex pensive than a coffee in filter. The do differentiation by premium but often, they put promotion offers on machine, in Christmas time for example. Product : They have a large range of product. Each range count 3 – 6 machine per range, all design, refine and modern. Enshrines apply a luxury policy for each product. For the pod, Enshrines do a color code, to facilitate for the client to recognize their favorite coffee.Also Nestle sell Ð’Â « must-have Ð’Â », all print Enshrines Ð’Â » like cups, sugars, gift boxes†¦ Promotion : For their communication policy they inspirited by luxury brand. Enshrines do also a large communication and a restricted distribution which reduce the price sensibility of customers. Enshrines are innovative also because they create event and they were first at launch with mobile marketing Enshrines have a strong advertising policy. They spend MM? per year and MM? just for France which represent 20% of their turnover.In 2006 they launch th e Ð’Â « saga Clooney Ð’Â » with the famous slogan Ð’Â « What Else Ð’Â ». With this strategy of personalization, they improve their brand's image, conquer synod impious of coffee excellence. In internet : MM link about Enshrines in Google, KICK visit on the official website and nearly MM faceable fans. Place : Enshrines select precisely their resellers. They sell in Enshrines shop, on the internet. Moreover, in France Enshrines have choose larges specialized store like Fauna or Ballooner, large Ð’Â « premium Ð’Â » store like Galleria Lafayette, Culinary.They also do mail order selling with La Reroute or Less 3 cuisses. Segmentations, Targeting & Positioning Segmenting a market is a marketing technique that involves subdividing a market according to various criteria. The next step is to create a representation of a group of consumers sharing some common criteria that can be geographical, psychological, ethnic, cue Trial, demographic The goal is to then define a product so to make it attractive to a consumer group. Subgroups must be defined and identified to be measurable, homogeneous, substantial, relevant and attainable.Targeting is to choose the segment or segments of a population (see segmentation) likely to buy a product. This phase allows for an assessment of he relative attractiveness of each segment for the product or service. Ultimately, this allows the company to choose what(s) segment(s) can be targeted based on its products, and depending on the expected profitability. At first,the positioning it is to identify the specificity of a company, a brand, a product or service that allow differentiation with the competition.In a second step, the positioning is to define the nature and specific features that you want to provide the product, brand or company to differentiate themselves in the market. The positioning differentiation allows a product to be perceived s one by a group of consumers (see segmentation). For Enshrines, they app ly the same segmentations, targeting and positioning ATA local level and at an international level. They are working on the coffee market especially in the coffee in pods. Then, they are concentrated on the segment of coffee in capsule specifically in a premium segment.This is a niche positioning. For this, Enshrines target their customer about : socio-economic criteria, about their income, specifically on middle to upper class (SSP+). And Enshrines target also by cryptographic criteria, people who are attract by new technologies. Often this kind of customers are concerned about quality and design seduction. About the age, Enshrines focus on the segment 30 to 50 years old. At the beginning they start on BIB market but it was a fail then they repositioning on a BBC market.Customer acquisition Thanks to their particular knowledge on marketing, they try to make the coffee, which is at the beginning, a current product a luxury product. For this, they convince the potential customer to i nvest in a Newspaper's machine to be an active member of Ð’Â « club Enshrines Enshrines want also to offer at customer's an professional express at home without the big tradition anal ND expansive machine. Thanks to their innovation, Enshrines can propose a real express at a small price. They attract their customer to with a large and famous promotion on media like TV advert or sponsoring.Customer retention Indeed, the brand managed to create a combined product offering, which involves the initial and only purchase of equipment , followed by its regular purchase refills for it to continue to operate. Strategy & future trends About the strategy, Enshrines is a very good example of a strong understanding of the market and future trends. In spite of many competitors Taoism, Senses, etc) They are leader of pods coffee market, in machine innovation and customer's fidelity. Thanks to the steady increase of the segment in portion's coffee market, they can apply a differentiation and an innovation policy.To difference themselves about competitors they made for example Ð’Â « grand crush which are an exception anal coffee, they created ingenious machine with sweet design and developed an unique client service. Moreover, they work on an exclusive distribution (in closed circuit). The distribution of sales are made 50% on internet, 25% by phone and 25% in shops. They have their own network for the distribution implying that reduce of cost, fast of launch but it restraint the market and demanded heavy investments.But to avoid problems, Enshrines have signed a co-branding contract (Usurps/Magic) which involve a selective distribution in France for example. For their BIB, they created NBC (Enshrines Business Coffee Solutions) to help and customize at best Bib's services. P Estes Politic : Enshrines wish to fight against all pollution's form and they try to develop CEO-responsibility in customer's behavior. Economic : Coffee sell are decreasing but segment valor of th is market still increase (+3,6 n 2009) Increase of market valor in pod segment Enshrines have a lot of competitors like Taoism or Sense. The price of raw materials still increasing.They have also a strong Ð’Â « concurrence Ð’Â » of substitute in hot drink like the thee or milk which, for example, is a strong danger in Asian country because they prefer thee as coffee. Increase also of price consumption which involve lower coffee consumption because of the increasing of coffee price. Social : Coffee is the most consume drink with a high social valor symbol of social integrity. For several years, we can see an emergence of the monadic market, tit the implantation's of many Struck for example. Mode of consumption are also changing : people take more and more care about gustatory pleasure.Nowadays time of meal is reduce and more and more people are force to adopt a fast lifestyle. A tendency for individualism which is link the 1 pod systems of Enshrines. The traffic coffee is the leader in the market and its also the customer's preference. There is also a growing awareness of the customers for production methods and processes. Technological . Enshrines make constant innovation (at pods level or machine level) which is strong advantage between the competitors. Nowadays, Internet service providers are still increasing and an increase of the access internet involve the increase Of the segment Of online shopping.Ecologic : Customers are more and more sensible about sustainable development and about protection of the environment. We can see also an exponential wave of consumption of organic products and ethically produced product. Legal : Nowadays more and more patent are submitted. The patent which protected the pods fell in the public domain in 201 2 which open the market at the competition. In France for example, rules about laity of coffee consume are voted like in October 2001, the French minister for a decree about sells of coffee, the packaging and the co mposition of the coffee. Marketing Analysis The company that is going to be analyzed in the report is Nestle with its brand Nescafe. Thus, the industry is consumer goods, the product instant coffee. The two core areas chosen for the analysis are market segmentation and targeting and promotion. Market segmentation and targeting. In the major part coffee is usually preferred by both male and female at the age of   20 to 45 approximately. Children are usually not allowed to drink much coffee, since caffeine is believed to provoke special hyper reaction. Older people, in turn, are trying to avoid coffee because at this age they are taking special care for their health. Thus, the typical segmentation in the sector can be represented in the following way: Demographic characteristics: men and women from 20 to 45; single/married/married with children; elderly people who prefer decaffeinated coffee. Economic: low, middle and premium segments; Consumption habits: regular buyers, random buyers; those who prefer to drink coffee at coffee bars/ those who prefer to drink coffee at home / those who prefer take-outs; those who prefer to drink coffee alone/ in a company; Psychographical characteristics: people who lead active style of life/passive style of life; people who prefer status/price/taste/convenience; businessmen/students/working people. (Cateora, 1990, p.116) Thus, it is obvious that market segmentation is follows four major criteria in order to distinguish certain groups and clusters. Nestle’s segmentation is quite thorough what helps the company to understand the needs of each separate group and satisfy those needs in the best possible way. Moreover, thorough segmentation allows the company to focus on specific segments, or simply saying to distinguish target segments. Thus, Nestle’s â€Å"Nescafe† target segments are: 1. Married and married with children people who prefer to drink coffee alone at home and buy instant coffee on a regular basis. It is caused by the fact that those people are oftentimes busy and they do not have time to brew their coffee. Moreover, those who have children usually face the problem that if they leave the coffee in the coffee machine, their children might tempt to drink it. Moreover, oftentimes there is too much coffee left in the coffee machine, which means the unnecessary waste. Yet, if you leave, it is going to be not fresh. Englishmen, however, prefer only fresh coffee. 2. Students who simply do not have coffee machines and prefer instantaneous coffee, which they can easily make at any given time. Generally, the main target segment of Nescafe are people with high or more than average income. Moreover, it is important to notice that Nestle targets younger audience. That is why , it is very important for the company with such a strong brand as Nescafe to distinguish the core values for this type of customers. Such values are individuality, independence, pleasure, self-confidence. Thus, the brand is positioned as the one, which has extraordinary taste that you want to enjoy every day. Promotion. Segmentation and targeting are preliminary stages that allow the company to understand what tools of promotion will be the most effective for the given brand. In our case, Nestle uses various tools of promotion. Large-scale advertising. Nescafe is advertised using a wide range of different media – TV, radio, printed media and Internet. Corporate site and brand site are believed to be an excellent tool of promotion, as it can host a good deal of detailed information about the brand. In fact, Nescafe has its own web-site separate from the site of the producer Nestle. Nescafe site was created in order to give its target audience ampful information about the product and the brand in particular. Moreover, the company believes TV commercial as an excellent method to keep brand awareness and brand recognition about the brand on the highest level. The key message that is being delivered is that Nescafe is a wonderful taste that needs to be enjoyed and enjoyed. Global commercial portraying woman in a peculiar garment trying to become unnoticed by her husband to be able to enjoy Nescafe alone is the best proof of that. Thus, we can see that brand managers of Nescafe are emphasizing physical qualities of the product, specifically its taste. Publicity. Publicity is achieved by creating different kinds of informational grounds. It can be sponsorship of certain events that are covered by different types of media. It can be informational articles discussing the problem of coffee-drinking. It can also be different special events that are also covered in media.   For instance, in 2004 in England there was a contest the winners of which could experience a luxury balloon flight and stay in the country hotel house. The event was transmitted via TV. This was a great informational ground and thus the cause of publicity. The main message that is delivered via publicity is that Nescafe is a reliable trustworthy and responsible brand. Thus, drinking Nescafe one can be sure of its exceptional quality. In other words, publicity is aimed to ensure good reputation of Nescafe and ultimately to form a strong brand loyalty of customers. Sales promotion. Especially popular are different contests and point of sale promotion, where the company used sampling to enhance brand awareness, to increase the level of initial ties and stimulate people to experience the taste of Nescafe. For instance, a lot of corporate Nescafe mugs are constantly given with the purchase of certain brand products. Moreover, special place is given to merchandising, as the company recognizes the importance of the fact that the product should be very appealing while being on the shelf, especially it concerns the instant coffee in bags, which is usually purchased at the very last minute. So, it is important that it is situated closer to the cash register In such a way, brand promotion that used by the company is based on the variety of tools. Moreover, it is important to keep in mind that those tools should be congruent with the target segments. Target segments, in turn, might be distinguished only as the result of thorough market segmentation using as many criteria, as possible.   Nestle makes emphasis on advertising, different PR activities (sponsorship, special events, publicity), and sales promotion. References Applbaum K. â€Å"The Marketing Era† Routledge, New York, 2004 Brown S. â€Å"Imagining Marketing: Art, aesthetics and the avant-garde† Routledge, London, 2000 Cateora P. †International Marketing†, 7th ed. Irwin, Homewood, IL, 1990 Laforet S. (1999)  «Managing Brand Portfolios: Why Leaders Do What They Do† In Journal of Advertising Research, vol.39, p.23 Parsons A. (1996) â€Å"Nestle; The visions of local managers† In The McKinsey Quarterly, no.2, pp.21-22 Nescafe official web site. www.nescafe.com Nestle’s official web site. www.nestle.com Marketing Analysis As part of a multinational marketing policy, in this cases for Enshrines, the term local marketing means specific marketing actions and appropriate at the scale and geographical particularities of each potential market. Whether international or local marketing they are based on the same concepts. But, at an international level, the marketing approach is more difficult and we have to consider more important points. At an international level, we must learn more about culture and differences between each cultures to avoid cross-cultural risk for example.We can summarized that the international arresting differs from domestic marketing in that we have to take care about more facts like socio-cultural particularities or figures. Then, international marketing is more difficult to understand than marketing at a local level. To fix more at the expectations of customers, companies can do a global marketing strategy which is a marketing concepts of a global strategy with local adaptations. In this cases, Enshrines do a global marketing. Marketing concepts & approaches A marketing strategy firm is a step of reflection and study with the goal of being as close to matching demand and supply.This approach is in the heart of the strategy of the firm. The goal for the company is to focus on increasing revenues, market share and customers by constantly differentiation, adjustment of supply solvent and increasing economies of scale. This process takes place in three steps : the segmentation, targeting and positioning which is corresponding to the three phases S. T. P (Segmenting, Targeting, Positioning) of the Framework of Dawn Jacobin. Ð’Â « up Ð’Â » Here, the Ð’Â « UP present correspond at the conceptions approaches of the Enshrines to its market. Price : For the France market, Enshrines have large range of price.Count 1 79 to 1800? for a machine. For the pod, they cost approximately 0,35? per pod which is less than a coffee in a traditional coffee shop but more ex pensive than a coffee in filter. The do differentiation by premium but often, they put promotion offers on machine, in Christmas time for example. Product : They have a large range of product. Each range count 3 – 6 machine per range, all design, refine and modern. Enshrines apply a luxury policy for each product. For the pod, Enshrines do a color code, to facilitate for the client to recognize their favorite coffee.Also Nestle sell Ð’Â « must-have Ð’Â », all print Enshrines Ð’Â » like cups, sugars, gift boxes†¦ Promotion : For their communication policy they inspirited by luxury brand. Enshrines do also a large communication and a restricted distribution which reduce the price sensibility of customers. Enshrines are innovative also because they create event and they were first at launch with mobile marketing Enshrines have a strong advertising policy. They spend MM? per year and MM? just for France which represent 20% of their turnover.In 2006 they launch th e Ð’Â « saga Clooney Ð’Â » with the famous slogan Ð’Â « What Else Ð’Â ». With this strategy of personalization, they improve their brand's image, conquer synod impious of coffee excellence. In internet : MM link about Enshrines in Google, KICK visit on the official website and nearly MM faceable fans. Place : Enshrines select precisely their resellers. They sell in Enshrines shop, on the internet. Moreover, in France Enshrines have choose larges specialized store like Fauna or Ballooner, large Ð’Â « premium Ð’Â » store like Galleria Lafayette, Culinary.They also do mail order selling with La Reroute or Less 3 cuisses. Segmentations, Targeting & Positioning Segmenting a market is a marketing technique that involves subdividing a market according to various criteria. The next step is to create a representation of a group of consumers sharing some common criteria that can be geographical, psychological, ethnic, cue Trial, demographic The goal is to then define a product so to make it attractive to a consumer group. Subgroups must be defined and identified to be measurable, homogeneous, substantial, relevant and attainable.Targeting is to choose the segment or segments of a population (see segmentation) likely to buy a product. This phase allows for an assessment of he relative attractiveness of each segment for the product or service. Ultimately, this allows the company to choose what(s) segment(s) can be targeted based on its products, and depending on the expected profitability. At first,the positioning it is to identify the specificity of a company, a brand, a product or service that allow differentiation with the competition.In a second step, the positioning is to define the nature and specific features that you want to provide the product, brand or company to differentiate themselves in the market. The positioning differentiation allows a product to be perceived s one by a group of consumers (see segmentation). For Enshrines, they app ly the same segmentations, targeting and positioning ATA local level and at an international level. They are working on the coffee market especially in the coffee in pods. Then, they are concentrated on the segment of coffee in capsule specifically in a premium segment.This is a niche positioning. For this, Enshrines target their customer about : socio-economic criteria, about their income, specifically on middle to upper class (SSP+). And Enshrines target also by cryptographic criteria, people who are attract by new technologies. Often this kind of customers are concerned about quality and design seduction. About the age, Enshrines focus on the segment 30 to 50 years old. At the beginning they start on BIB market but it was a fail then they repositioning on a BBC market.Customer acquisition Thanks to their particular knowledge on marketing, they try to make the coffee, which is at the beginning, a current product a luxury product. For this, they convince the potential customer to i nvest in a Newspaper's machine to be an active member of Ð’Â « club Enshrines Enshrines want also to offer at customer's an professional express at home without the big tradition anal ND expansive machine. Thanks to their innovation, Enshrines can propose a real express at a small price. They attract their customer to with a large and famous promotion on media like TV advert or sponsoring.Customer retention Indeed, the brand managed to create a combined product offering, which involves the initial and only purchase of equipment , followed by its regular purchase refills for it to continue to operate. Strategy & future trends About the strategy, Enshrines is a very good example of a strong understanding of the market and future trends. In spite of many competitors Taoism, Senses, etc) They are leader of pods coffee market, in machine innovation and customer's fidelity. Thanks to the steady increase of the segment in portion's coffee market, they can apply a differentiation and an innovation policy.To difference themselves about competitors they made for example Ð’Â « grand crush which are an exception anal coffee, they created ingenious machine with sweet design and developed an unique client service. Moreover, they work on an exclusive distribution (in closed circuit). The distribution of sales are made 50% on internet, 25% by phone and 25% in shops. They have their own network for the distribution implying that reduce of cost, fast of launch but it restraint the market and demanded heavy investments.But to avoid problems, Enshrines have signed a co-branding contract (Usurps/Magic) which involve a selective distribution in France for example. For their BIB, they created NBC (Enshrines Business Coffee Solutions) to help and customize at best Bib's services. P Estes Politic : Enshrines wish to fight against all pollution's form and they try to develop CEO-responsibility in customer's behavior. Economic : Coffee sell are decreasing but segment valor of th is market still increase (+3,6 n 2009) Increase of market valor in pod segment Enshrines have a lot of competitors like Taoism or Sense. The price of raw materials still increasing.They have also a strong Ð’Â « concurrence Ð’Â » of substitute in hot drink like the thee or milk which, for example, is a strong danger in Asian country because they prefer thee as coffee. Increase also of price consumption which involve lower coffee consumption because of the increasing of coffee price. Social : Coffee is the most consume drink with a high social valor symbol of social integrity. For several years, we can see an emergence of the monadic market, tit the implantation's of many Struck for example. Mode of consumption are also changing : people take more and more care about gustatory pleasure.Nowadays time of meal is reduce and more and more people are force to adopt a fast lifestyle. A tendency for individualism which is link the 1 pod systems of Enshrines. The traffic coffee is the leader in the market and its also the customer's preference. There is also a growing awareness of the customers for production methods and processes. Technological . Enshrines make constant innovation (at pods level or machine level) which is strong advantage between the competitors. Nowadays, Internet service providers are still increasing and an increase of the access internet involve the increase Of the segment Of online shopping.Ecologic : Customers are more and more sensible about sustainable development and about protection of the environment. We can see also an exponential wave of consumption of organic products and ethically produced product. Legal : Nowadays more and more patent are submitted. The patent which protected the pods fell in the public domain in 201 2 which open the market at the competition. In France for example, rules about laity of coffee consume are voted like in October 2001, the French minister for a decree about sells of coffee, the packaging and the co mposition of the coffee.