Ancient war ships and Ancient merchant ships essays

Ancient war ships and Ancient merchant ships essays Before there were ships, man had been using boats for many centuries before them. The earliest ships date from about before 3000 B.C. Ancient warships and ancient merchant vessels were made quite differently. Their basic structure, shape and method of propulsion were different. The reason for theyre being that way was that they served different purposes. Warships were clearly constructed mainly for raiding or defending their territory. Merchant ships on the other hand were made for transporting cargo. The ships were made using various shapes and sizes .Yet some materials remained the same, like hulls were always made of linen. With time, the purpose of the ship changed its physical appearance and its method of propulsion. Ancient warships and ancient merchant vessels slowly evolved over time, though in completely different directions. Merchant ships were developed differently than warships because they had to be cost effective and be able to stay at sea for long durations of time. They of course were bigger because more room was needed for storing cargo. The ships transported grain, olive oil, pottery, wine, and luxury items such as silk and spices. These were all important trading goods. The ships usually traveled at a very low speed of two miles per hour. The ships were slow because they had to rely on the wind for movement since they used sails and not oars. Sails have been from around 3000 B.C. Some problems occurred for ancient explorers if they had a ship limited to just sails, like when they were in a situation with no wind or needed rowing power. But it did work out a lot cheaper that way since there was no cost for men to row the oars. Still the plus point was that the ships were able to travel relatively long distances. Warships were generally long and narrow vessels. This shape was more practical for its purpose. These ships mostly did not use sails but used oars instead. Oars became common only after 3...

The eNotes Blog Top E-learning Trends You Can Implement Immediately in YourClassroom

Top E-learning Trends You Can Implement Immediately in YourClassroom What do we talk about when we talk about e-learning? In the past, most courses and learning activities fell on one side of a dichotomy: they were either instructor-led or computer-based, either online or off, either synchronous or asynchronous. Today, the distinction is not quite so clear. Although there are still plenty of e-learning-only courses, blended courses are becoming increasingly popular from elementary to corporate classrooms. Even courses that may not specifically be â€Å"blended† are incorporating more digital elements and activities. In this new environment, e-learning is becoming less of a special category and more just a way to describe what happens in classrooms everywhere, every day. Now that computers and mobile devices have become nearly ubiquitous, one of the biggest challenges to the adoption of education technology and e-learning practices is simply not knowing how to implement them. Here are four of today’s top e-learning trends and recommendations for implementing them immediately in your classroom, whether it is face-to-face, online, or a combination of both. Microlearning Microlearning is an extension and revisioning of the concept of chunking, which has been around since the mid-1950s, when psychologist George Miller published his famous paper that popularized the phrase â€Å"seven, plus or minus two.† The idea is that the human brain is generally able to keep between five and nine things in working memory, after which the information either needs to be converted to long-term memory or it will be forgotten (sounds familiar?). This limitation is widely familiar to e-learning professionals, instructional designers, and kindergarten teachers, but for some reason by the time you reach high school, college, and corporate training departments, educators seem to forget their own experience of spacing out during long, boring lectures and start delivering them regularly to their students. Then they wonder why their own students can’t apply, or even remember, what they were supposed to have learned. Implementing microlearning can be as complex as transforming an entire e-learning course into flexible, on-demand, bite-sized learning activities that students can access on mobile devices, but it can also be as simple as basic chunking, i.e., dividing content into short, logically organized pieces. Here are three steps for implementing microlearning through chunking. This process can be used in any type of course, at any level, delivered via any modality. Create a hierarchy of the information. It’s easy to fall into the trap of thinking that all content in a course is equally important, but it simply isn’t true. Your students will not remember everything, and since so much information is readily available online, they don’t really need to. By establishing priorities and eliminating what is unnecessary, you can maximize the likelihood that they will remember what is most important. Group the content logically. Pieces of content that are similar should go together. This is a simple guideline that is easy to ignore, but grouping related content not only helps learners make relevant connections, but also helps keep both you and your students from getting lost in what can feel like a never-ending sea of information. Break it down into bite-sized pieces. The easiest way to do this is to start at the top and make your way toward the center: first break the entire course into themes, then the themes into modules, and finally the modules into individual learning activities. The general guideline is that each learning activity, whether it is a lecture or a mini-quiz, should take no more than 10 minutes. Image via Emerging EdTech Gamification Last year around this time, gamification was merely a buzzword, but now it is being used to increase learner motivation, engagement, and interaction in classrooms across the spectrum. By definition, gamification is the use of game elements and game mechanics in non-game situations. In practice, this can take many different forms, from using points, badges, and leaderboards (aka PBLs) to creating learning activities that incorporate narratives, quests, and boss fights (i.e., difficult challenges). Gamification is being rapidly taken up in corporate training and other forms of workforce education, with generally positive results including increased sales and revenue, reduced training times, increased conversion rates, and increased customer retention. In schools, gamification has been shown to help children develop a positive attitude toward math, increase their attention span, and lower the amount of disruptive behavior. Here are five ideas for introducing gamification into your classroom: Gamify the assessment system. One of the easiest ways to introduce game elements into a course is to gamify the assessment system. For example, Indiana University professor Lee Sheldon designed a system in which learners gain â€Å"experience points† by completing various learning activities. At the end of the course, their letter grades are determined by the number of experience points they earn. Issue digital badges for student accomplishments. Digital badges are micro-credentials that are closely tied to specific knowledge and skills. The research on them is still fairly preliminary, but there is evidence that badges increase learner motivation. Using the Mozilla Open Badges platform, any organization can create and issue badges. Best of all, it’s free. Use progress bars and levels to establish goals. Too often in traditional courses, the learning and achievement goals are unclear, and students never really know how they are doing until they’ve taken the final assessment. In games, however, players always know exactly where they are and what they need to do to succeed. Creating progress bars and levels for individual learning activities can allow students to set specific goals, assess their progress along the way, and provide intrinsic rewards for reaching those goals. Use role play. Role play in games is an excellent way for learners to develop communications and interpersonal skills, which are two of the top skills companies are looking for in new hires. This idea can be implemented anytime students work in teams. For example, having students fill designated group roles like facilitator, reporter, timekeeper, Devil’s advocate, and runner can improve the effectiveness of the teams. Use an online gamification platform. A variety of online platforms offer tools to gamify courses on a larger scale. For example, Badgeville is a gamification platform used by many organizations to increase employee motivation and drive customer engagement. Social Media When you hear the term social media, chances are you immediately think of Facebook, Twitter, and LinkedIn. Though these are certainly the biggest social networking sites, the definition of social media can be expanded to include any type of online media platform that facilitates interaction and collaboration among learners. Social media can be used to create and distribute content, host online chats, create spaces for learners to share resources, facilitate the development of learning networks and communities, and much more. Here are five ideas for using social media tools in online, offline, and blended classrooms: Have learners create and share multimedia content. YouTube (video) and Audacity (audio) are free tools you can use to create course content, and also to have learners create content. This is a great way for distributed users to share their ideas. Use social bookmarking sites for curating and sharing resources. Social bookmarking sites like Delicious and Pinboard allow users to easily curate, annotate, and share resources. One main advantage of using these sites is that the curation and sharing can continue long after the course is completed. Create a hashtag for course discussions. Many massive open online courses (MOOCs) utilize Twitter hashtags for both synchronous and asynchronous course discussions and this practice can easily be adopted for both traditional and e-learning courses as well. Encourage reflection and interaction through blogging. Blogging is an excellent platform for learners to engage in reflective practice and to share their experiences. Most of the top blogging platforms have private options so that learners can share only with others in the class. Create Google+ communities. Google+ is a highly versatile social media platform that offers the benefit of being more professional (and less distracting) than Facebook or Twitter. It also allows learners to easily separate their personal and educational or professional lives. Google+ can be used to share resources, collaborate on documents, and host live interactive sessions (Google hangouts). Mobile Learning Finally, if we had to pick just one top e-learning trend for 2014 (and probably 2015 as well), it would be mobile learning. People are using their mobile devices more than ever- to do more things than ever- and there is no sign yet of this trend slowing down. Students are bringing smartphones and tablets into classrooms, and employees are bringing them to work. Mobile learning is unique in that it represents both a shift in how education is conceived (e.g., mobile learning is more â€Å"pull† rather than â€Å"push,† more learner-oriented, and much more flexible than traditional learning) and a platform to support other major e-learning trends (e.g., microlearning, social media, etc.). Here are some quick tips and best practices for implementing mobile learning: Create mobile-friendly content. Mobile-friendly content is short, concise, and light enough to not consume too much bandwidth. Mobile learning activities should be even shorter than the 10 minutes or so people can be expected to pay attention on a computer- a recent University of California study found that people working on a device switch tasks an average of every 2 minutes and 11 seconds. Introduce spaced, or distributed, practice. For knowledge retention and skill-building, nothing beats spaced practice, and mobile learning provides the perfect platform for introducing it into any course. Use a learning management system or even just a Tweet or email scheduling program to send single-question quizzes, reflection questions, or other mini-activities to students’ mobile devices. In this way, mobile learning supplements  what is done in the classroom. Make it social. Between texting, social media, and Candy Crush, mobile devices provide ample opportunity for distraction. Make mobile learning engaging by making it an opportunity for social learning and interaction. Make it easy. No one wants to type long paragraphs or struggle through difficult site navigation on their mobile devices. If the interface is frustrating, learners simply won’t use it. Thus, the mobile learning mantra is KISS, aka â€Å"keep it simple, sweetie.† Many learning management systems offer easy mobile conversion, and social media tools like YouTube are also excellent for mobile. Virtual meeting and virtual classroom software is less conducive for mobile learning (at least on Smartphones), so if learners will be interacting with the course primarily via mobile devices, consider Twitter discussions with hashtags instead. These four e-learning trends are currently among the easiest and most flexible in terms of immediate implementation. They can be used in any type of class, at any level, and within or outside of a learning management system. As e-learning tools improve, there will be even more ways to implement trends including adaptive learning and big data in more learning environments. About the Author:  David Miller is an educational researcher who has several years of experience in the field of teaching, online testing and training. He is associated with prestigious universities and many leading educational research organizations. Currently, he is pursuing research in online knowledge base software and is also a contributing author with ProProfs.

Memory Essay Example | Topics and Well Written Essays - 500 words

Memory - Essay Example Furthermore, in all types of memory, including those associated with immune responses, an individual's capacity decreases with age (2, 3). While certain amount of scientific literature is available in the public databases with regard to the influence of external stimuli on memory, little or no information is available on decrease of memory performance in response to an external stimulus. In this context, we hypothesized that the memory of an individual is affected by external stimuli to such an extent that there's a significant decrease in individual memory performance. For the present, memory performance is defined as the ability of an individual to recall the objects which that particular individual was allowed to view for one minute. With an aim to test the hypothesis, two groups, of five people each, were included in the present study. The first group was the experimental group while the later served as controls. Both the groups were asked to memorize, and recall from their memory, twelve easily recognizable objects placed in a tray after viewing them for one minute. However, when individuals from the experimental group were viewing the objects, loud rock music was played next to them.

The Public Health Infrastructure, and the Status of World Essay

The Public Health Infrastructure, and the Status of World - Essay Example Discussed below is an agenda that Afghanistan can apply to improve the health situation. The various applicable programs in Afghanistan are; Meeting basic health care wants, mainly in rural regions, putting up primary health infrastructures, planning and monitoring, endorsing research and methodology progress, control of contagious diseases, national free health systems, protecting defenseless groups, meeting the town health problem, decreasing health risks from ecological effluence and hazards, and meeting basic health care wants, mainly in rural regions The Afghanistan government should aim towards food security, with priority sited on the eradication of food contagion; inclusive and sustainable water plans to ensure secure drinking water and cleanliness to prevent both chemical and microbial pollution, and endorsement of health teaching, vaccination and provision of vital medicine (Wright, 2009). Education and proper services concerning responsible setting up of family size, with value for religious, cultural, and social ways, in keeping with liberty, self-esteem and personal principles, and taking into consideration cultural and ethical considerations, also add to these activities. The Afghanistan Government and the local system, with the endorsement of pertinent non-governmental organizations, as well as worldwide organizations, in the luminosity of countries precise conditions and wants, should reinforce their health area programs, with particular attention to achieving the following. (i) Establish and strengthen basic health care systems that are realistic, community-based, logically sound, socially suitable and appropriate to their wants and that meet vital health needs for safe food, clean water, and sanitation (ii) Endorse the application and strengthening of methods that develop harmonization between health and related segments at all suitable

Effective Marketing Manager Essay Example | Topics and Well Written Essays - 1000 words

Effective Marketing Manager - Essay Example Affiliation is not, it seems, as much important as is finding a common goal or value. Diversity in groups will be a problem as each and every group type is different with its own focused goals. I think I finally understand the importance of diversity and how to approach people using certain strategies as a leader. I also learned fundamental lessons such as brand design, advertisement, and production of brand philosophy. Most importantly was adjustment of strategy as it relates to certain buyer attitudes or problems associated with the product or theory of sales. Setting the important selling price along with scheduling of ads in media are key activities in order to gain buyer beliefs. The group simulation angle of this learning was in terms of capacity and measuring those in your work group to determine whether they can create well-timed advertising through environmental or PEST analyses (or some other working model). It is necessary to understand the limits and benefits of a work gr oup in measurement of goal setting or achieving higher profit. The social dynamics of working in groups was honestly the largest lesson learned and it should not be ignored even over the more rigid and foundational values of business. If had to rehearse the simulation over again, I would have tried other approaches to gaining unification in the group that involved more feedback. Curiosity to discover different approaches was cited by Dearing (NCHIE, 1997) to be characteristics of a reflective learner. It is only through working in a group environment running through real business applications and problems that, it seems, one gains an real understanding of attitudes, beliefs, and capabilities of group members. In many cases, my decision-making was accepted by most in the group, but it was a more passive and conscientious group that did not challenge brainstorming or new opinions. I would have tried to draw out more innovation and assertive behaviours in the group members when coming up with new ideas or solutions in order to help build their role within meeting the group goals. To do again, I would have approached the group with a more team-focused attitude. Simulation exercises improve employability because they shed light on actual problems that occur in business and the role of human talent development in the face of it. Critical self-analysis and analysis of others in a group helps to paint a profile of the type of person that a worker or manager is dealing with. This improves their communication style or changes the mutual exchange of information in a way that provides more value. This can be beneficial by making accurate, and sometimes rapid, assessments of an interviewer that can assist in landing a job by being more on target with the personality dimensions of those assessing for the job. It can also help to establish better relationships with authority makers in the job environment so that the recruitment process meets with long-term consequences in my favour. The technical lessons learned associated with business also reinforce that there must be a blend of attitude, relationships and goal-setting. In a business environment, especially one that is diverse and complex, there are going to be inter-linkages between support staff in different areas that require ongoing communications and

Literature Review On Cervical Cancer Health And Social Care Essay

Literature Review On Cervical Cancer Health And Social Care Essay Review of literature is an essential component of a worthwhile study in any field of knowledge. It helps the investigator to gain information on what has been done previously and to gain information on what has been done previously and to gain deeper insight in to the research problem. It also helps to plan and conduct the study in systematic manner. In this chapter, the investigator has presented the available research studies and relevant literature from which the strength of the study was drawn. 1. Studies related to cervical cancer 2. Studies related to HPV vaccination. STUDIES RELATED TO CERVICAL CANCER MiocLee,C.(1999) conducted a qualitative study with eight focus groups (number of sample=102) by using eleven question derived from the health belief model. Focus group revealed that there was misinformation and a lack of knowledge about cervical cancer. The women there fore were confused about causative factors and preventive strategies related to cervical cancer. The findings showed that major structured barriers were economic and time factors. The main psychological barriers were fear, denial confusion thinking. Participants stated that medical advice and education would influence them to undergo Pap test. Recommendations were made to reduce certain barrier and to increase knowledge and motivation. Sheila,Twin. (2005) conducted a study among chinese women from a total sample of 467 in order to identify the knowledge about cervical cancer. Evident suggested that women knowledge about cervical cancer and preventive strategies are significant their screening practices. The need for further knowledge about the cervical screening and preventive measure was demonstrated. HkoLiou, Xueminling. (2009) conducted cross sectional descriptive design on responses action and health promoting behaviors among rural Taiwanese women with abnormal Pap test. The result shows that nearly 14% were diagnosed as precancerous and underwent further treatment. 24%of the women took no action during the 3 month after receiving the result. As many as 96% were not aware about localized cervical cancer. These analyzed results may prove useful in developing intervention strategies to assist women with positive Pap test results to choose treatment modalities and adopted health behaviors. STUDIES RELATED TO HPV VACCINATION Kwan,T, et .al. (2007) conducted a cross sectional community based study to explore Chinese womens perception of human papilloma virus vaccination and their intention to be vaccinated . A total of 1450 ethnic chinese women aged 18 and above who attended the health centers. The result shows about 38% of participants (n=527) had heard of HPV and about 50% (n=697) had heard of vaccination against cervical cancer. 88% of the participants(n=1219) indicate that they would likely to be vaccinated. Majority of the participants believed that sexually experienced women should be vaccinated; while27%opposed vaccinating sexually naÃÆ'Â ¯ve women. study suggested that HPV infection was perceived to be stigmatizing to intimate family and social relationships, despite misconception and a grossy inadequate knowledge about HPV and HPV vaccination, NubiaMunoz, et .al. (2007) conducted study among 17, 622 women aged 15-26 years who were enrolled in one of two randomized, placebo-controlled, efficacy trials for the HPV6/11/16/18 vaccine (first patient on December 28, 2001, and studies completed July 31, 2007). Vaccine or placebo was given at day 1, month 2, and month 6. All women underwent cervico vaginal sampling and Pap testing at day 1 and every 6-12 months there after. A result shows that vaccination was up to 100% effective in reducing the risk of HPV16and 18 related high-grade cervical, vulvar, and vaginal lesions and of HPV 6 and 11-related genital warts. In the intention-to-treat group, vaccination also statistically significantly reduced the risk of any high-grade cervical lesions (19.0% reduction; rate vaccine = 1.43, rate placebo = 1.76, difference = 0.33, 95% confidence interval [CI] = 0.13 to 0.54), vulvar and vaginal lesions (50.7% reduction; rate vaccine = 0.10, rate placebo = 0.20, difference = 0.10, 95% CI = 0.04 to 0.16), genital warts (62.0% reduction; rate vaccine = 0.44, rate placebo = 1.17, difference = 0.72, 95% CI = 0.58 to 0.87), Pap abnormalities (11.3% reduction; rate vaccine = 10.36, rate placebo = 11.68, difference = 1.32, 95% CI = 0.74 to 1.90). Conclusion of the study is High-coverage HPV vaccination programs among adolescents and young women may result in a rapid reduction of genital warts, cervical cytological abnormalities. Infectious Disease Obstetric Gynecology journal. (2006) suggested that Vaccines which protect against infection with the types of human papillomavirus (HPV) commonly associated with cervical cancer (HPV 16 and 18) and genital warts (HPV 6 and 11) are expected to become available in the near future. Because HPV vaccines are prophylactic, they must be administered prior to exposure to the virus, ideally during preadolescence or adolescence. The young age of the target vaccination population means that physicians, parents, and patients will all be involved in the decision-making process. Research has shown that parents and patients are more likely to accept a vaccine if it is efficacious, safe, reasonably priced, and recommended by a physician. Widespread education of physicians, patients, and parents about the risks and consequences of HPV infection and the benefits of vaccination will be instrumental for fostering vaccine acceptance. Andrea Licht,S, et. al. (2009) conducted study on HPV vaccination. The aims of this study were to assess HPV vaccination rates and to examine whether knowledge and risk perceptions regarding HPV were associated with the reported use of the HPV vaccine among female college students. A cross-sectional design was used among 406 women aged 18-26 years were recruited at two public universities and completed a self-administered survey. Respondents who reported having received at least one dose of HPV vaccine were classified as vaccinated (n=177, 43.6%). Responses, stratified by the receipt of HPV vaccine, were compared using descriptive statistics and multivariate models. Results based on multivariate logistic regression modeling, 18-year-old women were approximately four times more likely to report use of the HPV vaccine compared with respondents aged 19-26 years. Respondents who correctly indicated that HPV caused genital warts were 1.85 times more likely to have received at least one HP V vaccine. African American and Asian women were each less likely to be vaccinated compared with white women. Risk perception was not significantly associated with vaccine uptake, however, the majority of respondents failed accurately to recognize their high risk of both acquiring and transmitting HPV. These findings suggest knowledge deficits and misperceptions about HPV risk as potential themes for educational campaigns encouraging the greater use of the preventive HPV vaccine among this subgroup Allison Friedman,L. (2004) suggested that genital human papilloma virus (HPV) infection is the most common sexually transmitted virus in the united States, causing genital warts, cervical cell abnormalities, and cervical cancer in women. To inform HPV education efforts, 35 focus groups were conducted with members of the general public, stratified by gender, race/ethnicity, and urban/rural location. Focus groups explored participants knowledge, attitudes, and beliefs about HPV and a hypothetical HPV vaccine as well as their communication preferences for HPV-related educational messages. Audience awareness and knowledge of HPV were low across all groups. This, along with an apparent STD-associated stigma, served as barriers to participants hypothetical acceptance of a future vaccine. Although information about HPVs high prevalence and link to cervical cancer motivated participants to learn more about HPV, it also produced audience fear and anxiety. This research suggests that HPV- and HPV-vaccine-related education efforts must be approached with extreme Raley, JC. (2004) suggested that Human papilloma virus (HPV) is the causative agent of cervical neoplasia and genital warts. A vaccine has recently been developed that may prevent infection with HPV. Vaccination for HPV may become a routine part of office gynecology. Researcher surveyed members of the American College of Obstetricians and Gynecologists (ACOG) to determine their attitudes to HPV vaccination. A survey was sent to Fellows of ACOG to evaluate gynecologists attitudes. Vaccine acceptability was analyzed by using 13 scenarios with the following dimensions and respective attributes: age of patient (13, 17 and 22 years); efficacy of vaccine (50% or 80%); ACOG recommendation (yes or no); and disease targeted (cervical cancer, warts or both). Each scenario was rated by means of an 11-point response format (0 to 100). Responses were evaluated using conjoint analysis. Results of 1200 surveys that were sent out, 181 were returned and included in our analysis. ACOG recommendation w as considered the most important variable in vaccine distribution (importance score = 32.2), followed by efficacy (24.5), age (22.4) and, lastly, disease targeted (20.9). Of these variables, higher efficacy was favored; preference was given to age 17 years, with a strong disinclination to vaccinate at age 13 years; and protection against cervical cancer, or genital warts, or both. Demographic characteristics of the gynecologists (i.e., age of physician, gender, and practice setting and community size) did not play an important role in the decision to recommend vaccination. Professional society recommendation is important for acceptability of a potential HPV vaccine. Gynecologists are willing to include this vaccine in their practice. Chun Chao, et. al (2007) conducted study among 34,193 female who initiate HPV vaccination. The aim of the study was to examine the rate and correlate the completion of HPV vaccination. The result shows that the completion rate was 41.9% among age group between 9- to 17-year and 47.1% in the 18- to 26-year. Black race 95% confidence interval and lower neighborhood education level were associated with lower regimen completion. A history of sexually transmitted diseases, abnormal Pap test results, and immune-related conditions were not associated with HPV vaccination regimen completion. Caron, et. al. (2008) conducted a cross sectional study among college women, the study reveals that cervical cancer is primarily caused by the human papillomavirus (HPV) and is the second most common cause of cancer-related mortality among women. Purpose: College women may be at risk for contracting HPV based on their sexual behavior. An exploratory analysis was conducted, following the release of the HPV vaccine, Gardasil[R], the am of the study is to (1) determine awareness of HPV and Gardasil[R], (2) assess attitudes, behaviors, and beliefs about the HPV vaccine, (3) identify information sources that college women are accessing. Methods: A cross-sectional study of college women (n=293) enrolled in a Northeastern university voluntarily completed a self-administered questionnaire regarding knowledge, attitudes, behaviors, and beliefs about correlations, and paired sample t-tests. Results: Sexually active respondents would recommend the HPV vaccine to others and disagree that HPV vac cination would encourage risky sexual behavior. Yet, need more information is the predominant reason respondents would not get the HPV vaccine if it were offered for free. Discussion: Correlations are identified on how self-reported knowledge influenced attitudes, behaviors, and beliefs regarding the HPV vaccine. These findings should assist health educators in developing integrated public health education efforts for HPV vaccination that are targeted towards this at-risk population.

Angina: Diagnosis and Treatment Options :: Health Medicine

Angina: Diagnosis and Treatment Options Angina refers to the pain arising from lack of adequate blood supply to the heart muscle. Typically, it is a crushing pain behind the breastbone in the center of the chest, brought on by exertion and relieved by rest. It may at times radiate to or arise in the left arm, neck, jaw, left chest, or back. It is frequently accompanied by sweating, palpitations of the heart, and generally lasts a matter of minutes. Similar pain syndromes may be caused by other diseases, including esophagitis, gall bladder disease, ulcers, and others. Diagnosis of angina begins with the recognition of the consistent symptoms. Often an exercise test with radioactive thallium is performed if the diagnosis is in question, and sometimes even a cardiac catheterization is done if the outcome is felt necessary to make management decisions. This is a complex area which requires careful judgment by physician and patient. Angina is a manifestation of coronary artery disease, the same disease leading to heart attacks. Coronary artery diseas refers to those syndromes caused by blockage to the flow of blood in those arteries supplying the heart muscle itself, i.e., the coronary arteries. Like any other organ, the heart requires a steady flow of oxygen and nutrients to provide energy for rmovement, and to maintain the delicate balance of chemicals which allow for the careful electrical rhythm control of the heart beat. Unlike some other organs, the heart can survive only a matter of minutes without these nutrients, and the rest of the body can survive only minutes without the heart--thus the critical nature of these syndromes. Causes of blockage range from congenital tissue strands within or over the arteries to spasms of the muscular coat of the arteries themselves. By far the most common cause, however, is the deposition of plaques of cholesterol, platelets and other substances within the arterial walls. Sometimes the buildup is very gradual, but in other cases the buildup is suddenly increased as a chunk of matter breaks off and suddenly blocks the already narrowed opening. Certain factors seem to favor the buildup of these plaques. A strong family history of heart attacks is a definite risk factor, reflecting some metabolic derangement in either cholesterol handling or some other factor. Being male, for reasons probably related to the protective effects of some female hormones, is also a relative risk. Cigarette smoking and high blood pressure are definite risks, both reversible in most cases.

Branding in Fmcg

Branding strategies in FMCG Chandranshu Charan 09ESHYD011 Branding strategies in FMCG Contents 2 Acknowledgement †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Objective- †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Methodology †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Structural Analysis of FMCG Industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Distinguishing features of Indian FMCG Business †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 1. Design and Manufacturing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 2. Marketing and Distribution†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 3. Competition †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 Application of functional knowledge †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 Santoor: For a Younger Skin †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Taj Mahal Tea†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Fair & Lovely: Chand ka Tukda †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Center Shock: Hilake Rakh De †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Brand Positioning strategies for competitive advantage †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 Interim findings and observation of the report †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Brand Equity †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 12 Brand loyalty †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Awareness of the brand †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 Perceived quality †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 A set of associations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 Other proprietary brand assets †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 Appraising brand assets †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 Ingredients for Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Financial †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Innovation from the inside out – R&D in the FMCG industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Hul Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 15 Interview with an Industry expert †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 6 Limitation of Branding †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 17 Reference †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 18 Branding strategies in FMCG 3 Acknowledgement I owe a great many thanks to a great many people who helped and supported me during the writing of this project. I express my deepest thanks to my Guide Dr. G Radha Krishna for guiding and correcting documents of mine with attention and care. He was always there to show me the right track when I needed his help. With the help of his valuable suggestions, guidance and encouragement, I am able to perform this project work. I would also like to thank my colleagues, who often helped and gave me support at critical junctures during the making to this project. Branding strategies in FMCG 4 A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless. Stephen King WPP Group, London Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity. Company‘s brand identity will be repeatedly communicated, in multiple ways with frequency and consistency throughout the life of a business. In Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), Consumers generally put less thought into its purchase than any other products. Here top of mind recall playing a vital role while taking purchase decision. Effective branding strategy is indispensable tool in FMCG sector. Though FMCG is the oldest market, it has gone through a complete transformation. The FMCG market becomes the first indicator of a lifestyle of a society or of a nation. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. The shorter product life cycles and increasingly competitive environment have become a global trend in FMCG sector. On an average, FMCG Company introduces 70 to 80 new products per year. Profit in FMCG goods generally scales with the number of goods sold rather than the profit made per item. The classification generally includes a wide range of frequently purchased consumer products category including: toiletries, soaps, cosmetics, tooth paste, oils, Tea, shaving products, detergents, and other non-durables such as glassware, bulbs, batteries, paper products and plastic goods. In order to sustain a fast pace of new product introduction, it is important to have potential new ideas ready for development. Brand loyalty has become irrelevant where many homogenous products are flooded in the market. Informed customers are making rational purchasing decisions. This makes niche a conditional option for FMCG companies. Moreover all the major players like HLL, P & G, Marico, Colgate-Palmolive and Britannia have tried to create a niche market within the mass market to grow profitably. Many FMCG companies time to time formulating marketing and branding strategy to gain brand equity. An effective Integrated Marketing Communication strategy helps in to achieve the required goal. Creating a strong brand identity, leveraging new product categories and growing the customer base are core concerns for consumer product companies. Firms are looking to maximize profits and market share in a highly competitive environment that includes such challenges and risks as demanding customers, consolidation and global expansion. Branding strategies in FMCG Objective- 5 ? To study branding strategies for consumer goods used by companies to attract consumers. ? To study different positioning strategies that may influence an individual‘s Behavior choices. ? To know the limitations of branding. Methodology Literature review. ? Evaluating Branding Strategies and Practices of different product category. ? Interaction with Industry Experts. Structural Analysis of FMCG Industry Typically, a consumer buys FMCG goods at least once a month. The sector covers a wide gamut of products such as detergents, toilet soaps, toothpaste, shampoos, creams, powders, food products, confectione ries, beverages, and cigarettes. Typical characteristics of FMCG products are: ? The products often cater to 3 very distinct but usually wanted for aspects – necessity, comfort, luxury. They meet the demands of the entire cross section of population. Price and income elasticity of demand varies across products and consumers. ? Individual items are of small value (small SKU's) although all FMCG products put together account for a significant part of the consumer's budget. ? The consumer spends little time on the purchase decision. He seldom ever looks at the technical specifications. Brand loyalties or recommendations of reliable retailer/ dealer drive purchase decisions. ? Limited inventory of these products (many of which are perishable) are kept by consumer and prefers to purchase them frequently, as and when required. Brand switching is often induced by heavy advertisement, recommendation of the retailer or word of mouth. Distinguishing features of Indian FMCG Business FMCG companies sell their products directly to consumers. Major features that distinguish this sector from the others include the following: – Branding strategies in FMCG 1. Design and Manufacturing 6 1. Low Capital Intensity – Most product categor ies in FMCG require relatively minor investment in plan and machinery and other fixed assets. Also, the business has low working capital intensity as bulk of sales from manufacturing take place on a cash basis. . Technology – Basic technology for manufacturing is easily available. Also, technology for most products has been fairly stable. Modifications and improvements rarely change the basic process. 3. Third-party Manufacturing – Manufacturing of products by third party vendors is quite common. Benefits associated with third party manufacturing include (1) flexibility in production and inventory planning; (2) flexibility in controlling labor costs; and (3) logistics sometimes it‘s essential to get certain products manufactured near the market. 2. Marketing and Distribution Marketing function is sacrosanct in case of FMCG companies. Major features of the marketing function include the following: 1. High Initial Launch Cost – New products require a large front-ended investment in product development, market research, test marketing and launch. Creating awareness and develop franchise for a new brand requires enormous initial expenditure on launch advertisements, free samples and product promotions. Launch costs are as high as 50-100% of revenue in the first year. For established brands, advertisement expenditure varies from 5 – 12% depending on the categories. 2. Limited Mass Media Options – The challenge associated with the launch and/or brandbuilding initiatives is that few no mass media options. TV reaches 67% of urban consumers and 35% of rural consumers. Alternatives like wall paintings, theatres, video vehicles, special packaging and consumer promotions become an expensive but required activity associated with a successful FMCG. 3. Huge Distribution Network – India is home to six million retail outlets, including 2 million in 5,160 towns and four million in 627,000 villages. Super markets virtually do not exist in India. This makes logistics particularly for new players extremely difficult. It also makes new product launches difficult since retailers are reluctant to allocate resources and time to slow moving products. Critical factors for success are the ability to build, develop, and maintain a robust distribution network. 3. Competition 1. Significant Presence of Unorganized Sector – Factors that enable small, unorganized players with local presence to flourish include the following: 2. Basic technology for most products is fairly simple and easily available. 3. The small-scale sector in India enjoys exemption/ lower rates of excise duty, sales tax etc. This makes them more price competitive vis-a-vis the organized sector. 4. A highly scattered market and poor transport infrastructure limits the ability of MNCs and national players to reach out to remote rural areas and small towns. Branding strategies in FMCG 7 5. Low brand awareness enables local players to market their spurious look-alike brands. 6. Lower overheads due to limited geography, family management, focused product lines and minimal expenditure on marketing. A general assessment of this would lead to the conclusion that FMCG is not a Structurally Attractive Industry to Enter. Entry barriers are high due the nightmare logistics associated with distributing a FMCG and the limited mass media options available to build a brand. Likewise, the intensity of competition from branded and unbranded goods and the power of retailers make the FMCG a structurally unattractive industry in which to enter and difficult industry in which to remain a competitive player. Application of functional knowledge Soap Category Santoor: For a Younger Skin Brand: Santoor Company: Wipro Agency: FCB Ulka Santoor is south India‘s no1 soap brand. As per sales data it contributed close to Rs 850 crore in 2008-09 to the company‘s coffers and became the leading brand in South India in its category. The brand which focuses on rural India has been growing at 29% for the past three years, on a year-onyear basis. The brand was launched in 1985 as an ordinary soap with sandalwood and turmeric as its main ingredients. The brand was initially test marketed in Bangalore and encouraged by the positive response, the brand became national a year after. The brand was positioned as the beauty + skin care at a reasonable price and the brand derived strength from the efficacy of the ingredients. At that time the brands which had sandal as the main ingredient was Moti and Mysore Sandal Soap. The brand derived the name from combining Sandal + Turmeric and it is not from the musical instrument that it got the name Santoor. Although the brand became popular, the company was not satisfied with the results. The customers were not buying the ingredient story. The research suggested that customers are not correlating the brand with skin care and beauty. Branding strategies in FMCG 8 Thus started the brainstorming on getting the ? WOW † factor to build the brand. The wow factor came in the form of the new positioning ? For Younger Looking Skin†. The positioning comes from the consumer insight that ultimately the customers look for a younger skin which is another smart way of defining beauty. The focus on ? Younger Skin† also acts as a powerful differentiator because other brands were focusing on â€Å"beautiful skin† or â€Å"looking beautiful†. The next big idea came in the form of communicating the ? Younger Skin? concept using â€Å"Mistaken Identity? theme (source: MG Parameswaran's Book). The brand has consistently developed this theme over these two decades of its existence. Santoor is a brand has consistently understood the consumers and was not complacent to change. The brand was the first one to use a Mother and her five year old daughter to endorse the brand. Most of the ads showed spinsters in their campaigns while for Santoor, the protagonist were Mothers. But showing Mother as the protagonist had its share of issues also. The customers felt that since this brand is meant for adults, it will not be soft on skin. This made the company to change the size texture and the shape of the product. Indian women's mindsets were evolving and breaking free from the traditional mindset. The Mother-daughter equation and the campaigns set in the supermarkets, wedding and bangle shop did not do well with the achievement oriented customers. That was a message to the marketers that the product communication has to change. The achiever protagonist was introduced in 2004. The campaign showed the mother as a successful fashion designer with the same positioning and theme. The brand also extended itself to a range of beauty products and to talc. Now Santoor have face wash, talc, soap and fairness cream. Year 2006 saw a big change in the marketing strategy for Santoor. They move into celebrity endorsement. The campaigns showed Saif Ali Khan (in North) and Madhavan (south) in the TVCs. The TVC's shows these celebrities along with the Mother and child in the theme. Using a celebrity without a change in the overall positioning will have a positive impact to the brand. The use of celebrity will make the ad sticky thus making the campaign more effective. The brand is facing tough competition from heavy weights and is now seeking support from outside to stay as a leading FMCG brand. Branding strategies in FMCG Tea Category 9 Taj Mahal Tea Brand:Taj Mahal Tea Company: HLL Taj Mahal tea has changed its Brand Face (brand ambassador). Recent TVCs show Saif Ali Khan endorsing the brand. Taj Mahal has been using the Tabla Maestro Ustad Zakir Hussain as its brand ambassador from 1990's. Since Ustad Zakir was endorsing only this brand, the recall was high. Over the period of time, the brand ambassador became synonymous for the brand. Ustad and Taj Mahal were touted as the classic example of a successful celebrity endorsement. The collaboration with the brand and the ambassador went that far that Ustad once challenged in a TVC in 2001 that he will stop playing tabla if he come across a better tea. That TVC created lot of controversy. The new brand ambassador is Saif. The new face may be an attempt to make the brand more contemporary. Ustad and his fans are getting older. Hence there is a chance that the new generation may miss out on the charm of Ustad (generation gap). So the attempt may be to make the brand relevant to the new generation. In theory we site examples where the users of the brand getting older and the brand not able to connect with new generation. HLL does not want this to happen with a power brand like Taj Mahal. Cosmetic Category Fair & Lovely: Chand ka Tukda Brand: Fair & Lovely Company: HLL Agency: Lowe Fair & Lovely (FAL) is the brand that revolutionized the Indian Skin care industry. This brand is World's first and largest Fairness cream brand with a presence in 40 countries and a value of around Rs. 6 billion. Indian skin care market was dominated by conventional beauty care products like Bezan, Multani Mitti etc. FAL changed all that. Launched in 1975, FAL is the product born in the Unilever research center. In 1988 the brand went international. FAL commands a market share of over 70% in the Rs 1000 crore fairness market in India. FAL virtually created and owned this category for long. In the fairness market, FAL enjoyed monopoly till Cavin Kare entered this lucrative segment with Fairever. The success of Fairever prompted many players like Godrej to tap the market. Branding strategies in FMCG 10 FAL sustained the pressure from the competitor by careful branding and new product launches. The brand never failed to emulate and learn from the competitor . When Fairever launched the ayurvedic variant, FAL launched a much better variant. Competition is coming from Ozone Ayurvedics with their brand ? No Marks‘ tries to carve a niche. HLL countered with FAL Antimarks and launched a controversial comparative ad that took the steam out of ? No Marks‘. When Fairever launched the soap, FAL also responded with soap. FAL never allowed the competitors to gain an upper hand in the market which it created. FAL achieved such tremendous success because of careful branding and ad campaigns. Initially HLL do some ugly talking about fairness. Some of the ads were controversial because of gender inequality and stuff like that. It was necessary at that period because the category was new and the brand should first talk about the need to be fairer. Now the brand has laddered up to more aspirational values like â€Å"Transformation of Women† The insight is that the transformation will be more than skin deep. The ads showing a girl achieving the ambition of being a cricket commentator (a male bastion) were very much effective in connecting with the target group. HLL has also extended the brand to more aspirational values by launching Fair& Lovely foundation that works for Women Empowerment achievement and Transformation which are the qualities for which FAL stands for. FAL have also launched a premium sub brand Perfect Radiance to tap the premium segment of the market. Fair & Lovely was able to dominate the fairness market because of careful marketing and is a showcase of the marketing genius of HLL. Confectionary Category Center Shock: Hilake Rakh De Brand: Center Shock Company: Perfetti Vanmelle Agency: O & M Center Shock is an interesting brands or rather it is a disruptive brand in the sense that the brand just makes all marketing theories look funny. Conventional marketing wisdom says that the product should deliver a promise and satisfy a need. Here is a confectionery brand that tasted sour making itself a market leader in less than 6 months time. Center Shock was launched in 2001 and at that time, the chewing gum market was at cross Branding strategies in FMCG 11 roads. The market lifecycle was at the decline stage. Although the market was worth Rs 300 crore, it was declining at a faster rate at 25-30%. Perfetti then decided to break the category degrowth and make this category more exciting to the customers. This peculiar gum gave a distinct fruit filled acidic taste to the customer which really gave the customer a shock. The brand was an extension of the highly popular Center Fresh known for its Fruit Gel Center. Center Shock came in two flavors: Peach and Apple. Center Shock broke into picture through two clutter breaking ads crafted by O. The first ad of the barber created a huge impact in the market. The ads won lot of accolades for O. According to reports, the brand became market leader within no time with a share of over 35% beating Center Fresh from the same company. The first TVC was followed by the second one featuring a dude visiting his girlfriend's home to meet the parents. According to brand experts the creative brief for Center Shock was simple -break the clutter and make it funny and distinct and really shocking and the ads just did that. The brand adopted one of the funniest and best taglines ? Hilake Rakh De? which translates to ? Will shake you UP†. The brand was positioned as a fun brand and customers liked the change. The brand had virtually shaken the market. During those days most of the chewing gum brands were sold on sales promotions and seldom marketers invested any thing more on ads. Center Shock brought back the trust on advertising in the category players. To sustain a brand like Center Shock for longer period of time is a difficult proposition. Although this brand had a very short PLC, the brand showed the power of advertising. A good advertising can make people eat a sour candy and be happy about it. Brand Positioning strategies for competitive advantage In present scenario the consumer mind is cluttered with numerous brand names for various categories. So companies‘ strategy is to create a perception for their brand in the prospect‘s mind so that it stands apart from competing brands and approximates much more closely to what the consumer wants. One of the major contributions of positioning theory t marketing strategy is to bring out the concept of ? distance‘ and dissimilarity between brands in the ? perceptual space‘ of the prospect and to uncover the many opportunities for such perceived differentiation based upon the capabilities of the product and its antecedents. These differentiation strategies revolve around different aspects of the brand which can be expressed as four questions- Branding strategies in FMCG 12 1. Who am I? This question deals with the origins of the brand, its parentage. The brand can be position with reference to its corporate identity or as an extension of a well established brand. 2. What am I? This question relates to the capabilities of the brand and can be further broken up: (a) Category-Related Positioning (b) Benefit-Related Positioning (c) Positioning by Usage Occasion (d) Price-Quality Positioning 3. For whom am I? This is the strategy of positioning a brand for a carefully chosen target segment where it is the best fit and has competitive advantage. Any functionally similar products can be differentiated through positioning by different segments. Such positioning can be by demographic, behavioral, benefit seeking and psychographic segments. 4. Why me? All the above strategies should enable to create a distinct and persuasive perception of a brand. Aggressive marketing companies try to add to their brand a clinching advantage through some unique feature. Positioning by competitor, that is through compassion with the main competitors, is another way to demonstrate a brand‘s superiority and answer the question ? why me? ‘ Interim findings and observation of the report One such intangible asset is the equity represented by a brand name. For many businesses the brand name and what it represents is its most important asset-the basis of competitive advantage and of future earnings streams. The first step in identifying the value of brand equity is to understand what it is-what really contributes to the value of a brand. Subsequently look at several methods of placing a value upon a brand which will provide additional insight regarding the brand concept. And finally some issues facing those who create or manage brands will be introduced. Brand Equity It is a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm or to that firm customers. If the brand‘s name or symbol should change, some or all of the assets or liabilities could be affected and lost, although some might be shifted to a new name and symbol. The assets and liabilities on which brand equity is based will differ from context to context. However, they can be usefully grouped into five categories: Branding strategies in FMCG 13 Perceived Quality Name Awareness Brand Association Brand Loyalty BRAND EQUITY Name Symbol Other Proprietary Brand Assets Provide value to customer by enhancing customers: Interpretation/Processing of information Confidence in the purchase decision Use Satisfaction Provide Value to firm by enhancing: Efficiency and effectiveness of marketing programs Brand loyalty Price/margins Brand extensions Trade leverage Competitive advantage Fig-Brand Equity (Source-D. A. Aaker) Brand loyalty-for any business it is expensive to gain new customer and relatively inexpensive to keep existing ones, especially when the existing customers are satisfied with or even like the brand. The loyalty of the customer base reduces the vulnerability to competitive action. Competitors may be discouraged from spending resources to attract satisfied customer. Further higher loyalty means grater trade leverage, since customer expect the brand to be always available. Branding strategies in FMCG 14 Awareness of the brand- people will always buy a familiar brand because they are comfortable with the familiar. A recognized brand will thus often be selected over an unknown brand. The awareness factor is particularly important in context in which the brand must first enter the consideration set-it must be one of the brands that are evaluated. Perceived quality-it will directly influence purchase decision and brand loyalty, especially when a buyer is not motivated or able to conduct a detailed analysis. It can also support a premium price which in turn can create gross margin that can be reinvested in brand equity. Further perceived quality cab be the basis for a brand extension. If a brand is well-regarded in one context, the assumption will be that it will have high quality in a related context. A set of associations- the underlying value of a brand name often is based upon specific associations linked to it. Association such as Ronald McDonald can create a positive attitude or feeling that can become linked to a brand such as McDonald‘s. If a brand is well positioned upon a key attribute in the product class competitors will find it hard to attack. Other proprietary brand assets- brand assets will be most valuable if they inhibit or prevent competitors from eroding a customer base and loyalty. These assets can be several forms. E. g. a trademark will protect brand equity from competitors who might want to confuse customers by using a similar name, symbol and package. Appraising brand assets Brand loyalty-what are the brand loyalty levels by segment? Are customers satisfied? What do exit interviews suggest? What are customer feedback regarding their problems with buying or using the brand? Awareness- what brand awareness level exists as compared to that of competitors? What could be done to improve brand awareness? Perceived quality- what drives perceived quality? What is important to the customer? What signals quality? Are prices and margins are eroding? Brand associations- what mental image, if any, does the brand stimulate? Is there a slogan or symbol that is a differentiating asset? How are the brand and its competitors positioned? What does the brand mean? What are its strongest associations? Other brand assets-is there a patent or trademark that is important? Are there channel relationships that provide barriers to competitors? Branding strategies in FMCG Ingredients for Strategy 15 Creating a strong brand identity, leveraging new product categories and growing the customer base are core concerns for consumer product companies. Firms are looking to maximize profits and market share in a highly competitive environment that includes such challenges and risks as demanding customers, consolidation and global expansion. The components of strategy would be- Financial Adi Godrej, Chairman Godrej Group stated, ? We are aiming to triple our turnover by 2012 by focusing on our fast moving consumer goods (FMCG) business — Godrej Consumer Products (GCPL), Godrej Sara Lee and Godrej Hersheys. At present the consumer goods turnover is Rs 2,300 crore and the group aims to reach revenues of Rs 8,000 crore for this business in the next four years. We will also look at inorganic growth as a medium to grow.? In the process, the group would be investing Rs 100 crore per year on brand communications. So for any successful branding strategy Finance played a vital role. The brand salience requires advertisement in different media vehicle. Innovation from the inside out – R&D in the FMCG industry R&D plays a key role in helping FMCG manufacturers meet constantly changing consumer needs whilst driving down costs. The Fast Moving Consumer Goods (FMCG) industry is highly competitive and driven by consumer preference. Research and development (R&D) and innovation, therefore, play a key role in helping manufacturers meet constantly changing consumer needs, whilst driving down costs. Hul Strategy We shall now take up one company, HUL (Hindustan Unilever Ltd) formerly HLL and see how the complex task of brand management is actually handled. This company is taken for this article as HUL is considered as one of the most successful in Brand Management . HLL has a large brand portfolio consisting of nearly 110 bands. In every product line, it has built a number of brands over a period of time. Quite a few brands have come to its fold from the parent company. It has also acquired several ongoing brands from the market. HLL also vigorously pursues brand extension strategy. And concurrently, HLL undertakes line pruning and brand restructuring and consolidation, based on marketing compulsions. HLL is also playing the rejuvenation and relaunch game. With great benefit the corporate-level endeavors at business expansion and diversification are also throwing new challenges on the brand strategy front. HLL lends itself for a proper understanding of the complexity of the brand management task. We shall examine how HLL handles the complex demands in brand management. Such an array of brands is the outcome of a conscious corporate strategy by HLL. As a corporate, HLL wants to be a leader in every one of its businesses and the strategy is to fight on the strength of the competitive advantage arising from the possession of strong brands. It is this strategy that is Branding strategies in FMCG 16 getting reflected in the development of a multitude of strong brands. If we take the business of bathing soaps, as an example, HLL has the objective of being a national player (not a niche or a regional marketer) and the leader therein. HLL also wants about 30 per cent of the corporate income to come from this line. So, HLL opted for the strategy of developing quite a few strong brands in this line, and among them they cover different market segments and price points. Dove, Lux, Liril, Rexona, Pears and Lifebuoy are the outcome of such a well planned brand strategy implemented over time. Interview with an Industry expert In order to gain industry insight regarding the FMCG best practices in branding strategy I got an opportunity to have a telephonic interview with Perfetti Van Melle (India) Ltd. Brand manager based in Delhi. (Due to some reason he does want to disclose his name. ) Q. What is your branding Strategy? A. We are currently managing 15 brands and for each brand we adopt differential branding strategy. But everything depends upon the distribution channel. So our strategies always focus to strengthen the distribution network. Q. What strategies you adopt to launch a new communication plan? A. It starts with Idea generation then financial investment. Under financial

sylvia plath biography essays

sylvia plath biography essays On October 27, 1932 in Bostons Memorial Hospital, Aurelia (Schober) Plath and her husband Otto Plath (21 years her senior), gave birth to a baby girl, which they named Sylvia. Otto Plath was a writer, whose book Bumblebees and Their Ways was published in 1934. While Sylvia was still extremely young her father began to get rather ill. He had his toe amputated, only to be followed by his foot and later on his leg. Shortly after these events another member of the Plath family was born. Warren Plath came into the world on April 27, 1935 (Sylvia was 2 Â ½ years old). When Sylvia turned eight something happened that would hang over her for the rest of her life. Her father Otto died a victim of diabetes mellitus. According to her mother, Sylvia had always been an overachiever. After her fathers death, her mother moved the family to Wellesly, Massachusetts, where Sylvia was placed in the sixth grade (two years above those her age). Throughout the rest of her grammar and high school years, Sylvia was noted for being and extremely happy and cheery person. Her first story And Summer Will Not Come Again was published in the 1950 August issue of Seventeen magazine. The following November Seventeen also published her poem Ode on a Bitten Plum. In 1950 she was offered a scholarship to Smith College. There she continued achieving straight As maintaining her perfect streak. She once wrote home to her mother saying: I think I would like to call myself the girl who wanted to be God. (Plath, Letters Home) The summer after her junior year at Smith she was offered the position of guest managing editor of Mademoiselle magazine. The same summer she went home and found out that she was denied acceptance to a Harvard writing class, this ending her perfect streak. She left a note to her family saying that she went out for a walk, and that night crawled into a ...

History Essays

History Essays History Essay History Essay During the winter of 1692, in the small village of Salem, Massachusetts, something terrible happened. Salem Massachusetts became the center of a horrible tragedy, which changed the life of many people. It was a time of fear, because of bad crops, Indian raids, and diseases. The people of Salem Village had to blame something, or someone. The people of Salem Village accused people, and called them witches. They were accused of all those terrible things and more. Salem Village was a small, farming community with a population of 550. It was smaller than Salem Town, and about eight miles away. Salem Town was a large port, and was a prosperous fishing community The two towns had the same minister, and used the same church as the people in Salem Village. At that time there was two groups in the village. Those who wanted to be separate from Salem Town, and those who did not. Samuel Parris was the minister of the group that did want to be separate. He helped divide the groups even more by his sermons. He called the group that did not want to separate, evil and bad, and the group that did, good and righteous. Compare with the dynasty of Qing, people was had no cerebration to share money ith strangers so that the problem of extreme disparity between the rich and the poor was very serious and it bought out many refugees indirectly. To the political factors, China has been increased the commercial potential with foreign base on the industry development under the Peoples Livelihood and this make China become more internationalization. The other philosophy of Three Peoples Principle is Democracy. Democracy means strive for the political power of people. Before 1911, China interior government was full of corruptions and the office holders were misuse heir power to hector people. Confront these reasons, people live perplexity because of office holders savage acts and the high taxation. To modify this situation, Sun Yixian address a country abundant or not is base on people. People should have a power to interference government and also partake with governments decision through an election. Sun Yixian hope that everyone is equal under his dominion. In front of this conversion, the relations between government and people has been changed. Governments work position is not depends on authority anymore, everyone an enter the different Jobs of government with their own competence in the civil servant examination system. With the proceed of Democracy, people finally own the right to speak and the efficiency of administrations interior operate was increased substantially. For the last cerebration of Three Peoples Principle is Nationalism which the creation of a strong Chinese state. Nationalism is a way to united different races of China and it also mind to strive for every races are equality. Racial discrimination is familiar nowadays and it always call injured within the argue etween different nations. The problem of extreme disparity between the rich and the poor is not only being in a society, it may also being in a country Just like China. Power and money decided each races value and bought out resentful. Base on Sun Yixians theory, this action is violate the framework of equal. To reform the relation between race and race, Sun Yixian suppose use morality and peaceful to be a groundwork and there are no distinction whatever what race you are. To the smaller nation, we have to help them and support them in every way so that they may ecome more formidable. A united country is a key point to resist enemy and develop society vigorously. For this superiority, foreign will not try to start a war with China easily. To sum up the political situation between 1911 and 1924 which has changed by Sun Yixians theory Three Peoples Principle, China has been more powerful and its station of world has been totally increased. After that, Foreign treat China as ones equal since China became industrialization and started has business connections with China. In the other side, the peoples livelihood of China interior was all receive a good quality and the administration is more upright. To contrast with the period which Sun Yixian was not yet appeared in the political world, China was full of internal revolt and foreign invasion and it is very unstable. For the interior of China, people start uprising always and try to push over Qing government such as Wuchang Uprising and Second Guangzhou Uprising because of they cannot accept the eunuchs monopoly of power intensely. Sun Yixian end up Qings tyrannical system and created a new system which is to hand state power back to the people. He also promoted the freedom of the capitalist system successfully. Through by his theory carry, Chinas political affairs become flourishing and more modern. China is not Just a country which a hole in the wall anymore, China has been solely responsible for one section. Base on these reasons, Sun Yixian has became an important politician affecting the development of China between 1911 and 1924 and bring China toa new page. History Essays History Essay History Essay Chapter 1: The Foundations of Complex SocietiesAbraham Neolithic era Moses Paleolithic era Saul cuneiform David Sargon of Akkad Solomon Mesopotamia King Cyrus the Great Homo sapiens Muhammad Gilgamesh Assyrians Nebuchadnezzar Babylonians Allah YahwehThe Boarder Influence of Mesopotamian Society Metallurgical innovations ranked among the most important developments that came about because of ______________________. About 3500 BCE experimentation with ____________ Metallurgy led to the invention of _______________ when Mesopotamian metalworkers learned to alloy _____________ with tin. Unlike pure copper, _____________ is both hard and strong, and it quickly became the preferred metal for military weaponry as craftsmen turned out swards, spears, axes, shields, and armor made of the recently invented metal. The Best known cases of early Mesopotamian influence involved Hebrews, Israelites, and Jews, who preserved memories of their historical experiences in an extensive collection of ______________________. Israelites formed a branch of Hebrews who settled in Palestine (modern day Israel) after 1300 B.C.E, these early _____________________ who inhabited lands between Mesopotamia and Egypt during the second millennium B.C.E. _______________ descended from the southern Israelites who inhabited the kingdom of Judah. According to the Hebrew scriptures (_______________________________), the Hebrews patriarch ________________ came from the Sumerian city of Ur, but he migrated to northern Mesopotamia about 1850 BCE. About 1300 BCE, this branch of the Hebrews departed under the leadership of ____________ and returned to ___________________. Organized into a loose federation of twelve _____________, those Hebrew, known as _______________, fought bitterly with other inhabitants of Palestine and carved out a territory for themselves. Eventually they would abandon their inherited tribal structure in favor of

Quantitative analysis Article Example | Topics and Well Written Essays - 1250 words

Quantitative analysis - Article Example nt the research question in the introduction, but it is evident from the flow of ideas in this section that they are interested in understanding if Icelandic nursing homes are meeting quality care standards through the MDS. The article did not present distinct research question/hypothesis, although it expressed its research goals that can be paraphrased into research questions. The research questions are: What are the trends for quality of care for nursing homes? Is there a connection between the quality variables in the MDS and the health and functional profile of elderly resident participants? The independent variables are the quality indicators and the dependent variables are patient health conditions and functional profile. The research questions have sufficient experiential/scientific background because of the prevalence of undertakings on studies regarding quality of care across the world, though they are not placed in any specific theoretical background. The researchers did not discuss how they conducted their search strategy for their review of literature. Nonetheless, the introduction sufficiently provides important published articles on the context of the research, including quality of care measurement in general and the particular care needs of residents of nursing homes in specific. In addition, the study employed a useful conceptual framework that guided their study through emphasizing the value of the MDS to their research context. Furthermore, they made it clear what their study was adding to the literature through the section, What This Paper Adds (Hjaltadà ³ttir et al., 2012, p.1343). This section shows what their contributions to nursing research are. The researchers controlled the potential impact of history on the internal validity of the study through eliminating participants with readmissions to nursing homes after spending time in hospitals because the latter can have an effect on the health status of participants. The researchers

The Hollywood Renaissance of the 1960s and Early 1970s Essay - 1

The Hollywood Renaissance of the 1960s and Early 1970s - Essay Example The decade of the 1960s and into the early 1970s marked a period of turbulence and change in the American socio-political landscape. Among the events giving way to this landscape were the civil rights movements, the hippy culture, radicalism among students, the new left, feminism, the gay rights’ movements, the anti-Vietnam war movements, the Kennedy assassination, the Watergate scandal, the US withdrawal from Vietnam and the oil crisis among other events (King 2002, p. 14). The period of the 1960s and early 1970s was also the Cold War era and many Americans feared a nuclear attack (Neve 1995, p. 221). Arguably these events were quite dramatic and imposed on American culture in a very short period of time. I.The Hollywood Renaissance One of the most striking features of the Hollywood Renaissance was Hollywood’s departure from an attempt to idealize American life and culture. Instead, a majority of the films produced during the era of the 1960s and 1970s appealed to America’s conscience and adapted a social expression. The arts in general gave voice to the socio-political underpinnings of the times and attempted to contribute to change. Man (1994) observed that Hollywood cinema depicted â€Å"common themes† that: ...included the breakdown of traditional values, socio-political oppression, the psychology of sex and violence, moral ambiguity, alienation, solipsism, paranoia, and disillusionment (p. 1). During the 1960s and the early 1970s, filmmakers had greater creative freedom in that the studio system faded out and filmmakers had the ability to be more critical of social issues and could be more innovative (Ryan and Kellner 1988, p. 6). The Production Code was also eliminated during this period and a rating system much like the current system was started. As a result, filmmakers were able to take on topics and issues that were not previously permitted (Ryan and Kellner 1988, p. 6). Kramer (2005) identified three common themes that characterize the films attributed to the Hollywood Renaissance of the 1960s and the early 1970s. First, the films of this period were described as a â€Å"large number of challenging films† (Kramer 2005, p. 2). Secondly, a majority of the most successful films were produced by a select number of young film directors many of which had graduated from film schools such as Francis Ford Coppola who had graduated from the University of California in L os Angeles. Finally, the â€Å"intense formal and thematic innovation† that marked the films of the 1960s and early 1970s ended with the production of block-bluster films such as Steven Spielberg’s 1975 Jaws and George Lucas’ Star Wars of 1977 (Kramer 2005, p. 2). Nystrom (2009) explained that this new class of directors and producers began to perceive its audience as youthful and intellectual (p. 26). This was the main factor that influenced the culture depicted in film production during the 1960s and the early 1970s. The prevailing view was that the audience was such that it was no longer enough to simply entertain. This new audience was open to the examination of ideas and issues. Michael Laughlin, Two-Lane Blacktop (1971) reportedly said that: Our generation has gone beyond mere entertainment. We are too well educated, too intelligent to be just entertained (Nystrom 2009, p. 26). Buck Henry screenwriter for The Graduate made a similar observation. Henry note d that during the era of the Hollywood Renaissance: Heroes can now be intellectual, which they never were in American films. Perhaps it’s because, until recently, the audience was so profoundly anti-intellectual itself. But the younger generation identifies with the melodrama of ideas (Nystrom 2009, p. 26). Paul Williams, director of Out of it (1969) and The Revolutionary (1970) linked the Hollywood