An Exploratory Study Of The Challenges Of Adopting Lean...

Salford Business School An exploratory study of the challenges of adopting lean thinking in Manchester Mental Health Liaison Service Kwasi Boakye Student ID: @00095417 MSc Project Management Dissertation 2015/2016 Declaration This work is original Signed Date . Abstract The purpose of this study is to explore the challenges of lean thinking in mental health emergency service. Exploratory research was conducted which involved gathering qualitative data using interviewees. Acknowledgements I would like to thank the entire Manchester Mental Health AE team, in particular the members who responded with the interviews. I would also thank my supervisor Subrahmaniam Krishnan Harihara†¦show more content†¦2.2 Lean in healthcare 2.3. Benefits of lean implementation in healthcare. 2.4 Critical success factors for implementation of lean in healthcare.. 2.5 Challenges of adopting lean in healthcare. 2.6. Summary and analysis of literature review and suggestions for investigations 2.6.1 Suggestions for investigations.. List of tables and figures List of abbreviations A E- Accident and Emergency ED-Emergency Department NHS- National Health Service 1.0 Chapter one: Introduction ?As global healthcare expenditure soars, and as systems are increasingly required to deliver better care to more people using less resource, the challenge to explore the promises of lean thinking is compelling? (Young and McClean, 2009 p309). In the UK the government has set deadlines for Accident and Emergency (AE) patients to be dealt with (Boseley, 2015). The hospitals are facing challenges for this deadline. In this context the implementation of lean can enable hospitals improve their efficiencies whiles at the same time reducing cost. This dissertation looks into the opportunities and challenges of implementing lean within the healthcare sector. 1.1 Background: The lean philosophy centers on the elimination of waste in all forms in an organisation (Shpak, 2016). Lean is usually implemented by initiallyShow MoreRelatedContemporary Issues in Management Accounting211377 Words   |  846 Pagesthis book in any other binding or cover and you must impose the same condition on any acquirer British Library Cataloguing in Publication Data Data available Library of Congress Cataloguing in Publication Data Data available Typeset by SPI Publisher Services, Pondicherry, India Printed in Great Britain on acid-free paper by Antony Rowe Ltd., Chippenham, Wiltshire ISBN 0–19–928335–4 978–0–19–928335–4 ISBN 0–19–928336–2 (Pbk.) 978–0–19–928336–1 (Pbk.) 1 3 5 7 9 10 8 6 4 2 3 FOREWORD ‘ MichaelRead MoreProject Mgmt296381 Words   |  1186 PagesManagement, Eighth Edition Cachon and Terwiesch, Matching Supply with Demand: An Introduction to Operations Management, Second Edition Finch, Interactive Models for Operations and Supply Chain Management, First Edition Fitzsimmons and Fitzsimmons, Service Management: Operations, Strategy, Information Technology, Seventh Edition Gehrlein, Operations Management Cases, First Edition Harrison and Samson, Technology Management, First Edition Hayen, SAP R/3 Enterprise Software: An Introduction, First Edition

Interpersonal Relationships In Swamp Angel and Fifth...

Interpersonal Relationships In Swamp Angel and Fifth Business In the novel Swamp Angel the main character, Maggie, asserts that swimming is like living , it is done alone. This is, in fact, a very telling statement with respect to the life of both Maggie and the life of Dunstan, the main character in the novel The Fifth Business. Maggies comparison of life to swimming raises interesting points about the way in which each of the two characters proceed along the road of life. Maggies statement is actually a simile which compares swimming alone to living life. In most cases a simile is used to take certain characteristics of one entity and to bestow them upon another entity in which they are not usually found. Maggies†¦show more content†¦Each character travels through life maintaining relationships which exist on a very shallow and superficial level. There are of course an exception here and there, but the majority of the relationships drastically lack substance. Over the course of Swamp Angel Maggie journeys to numerous places and interacts with a multitude of people. For the purposes of this essay it would be impossible to study her relationship with every person she encounters. Thus her relationships with her husband, Eddie Vardoe, as well as her relationship with the Gunnarsens, Vera and Haldar, will be examined here. Maggies relationship to Eddie Vardoe is a prototypical example of a relationship which lacks substance. The relationship is far from the equal partnership that a marriage is ideally supposed to be. The relationship lacks a deeper emotional level. Maggie is basically reduced to another of Vrdoes possessions, no more valuable than his car or his business. To Vardoe, Maggie is the woman that cleans the house, cooks his meals and irons his clothes. She is someone to talk to at the end of the workday. The conversation between Vardoe and Maggie is much like that of a master to his dog. Vardoe speaks and Maggie listens. Eventually Maggie grows tired and frustrated with this situation. She devises a plan to flee Vardoe and the house which has become a prison. When she eventually carries out the plan she does it on her own. She does not evenShow MoreRelatedFundamentals of Hrm263904 Words   |  1056 PagesDiscrimination Practices 65 DID YOU KNOW?: Is a Problem Brewing? 66 Determining Potential Discriminatory Practices 66 The 4/5ths Rule 66 Restricted Policy 66 Geographical Comparisons 67 McDonnell-Douglas Test 67 Responding to an EEO Charge 67 Business Necessity 68 Bona Fide Occupational Qualifications 68 Seniority Systems 68 Selected Relevant Supreme Court Cases 69 Cases Concerning Discrimination 69 Cases Concerning Reverse Discrimination 71 ETHICAL ISSUES IN HRM: English-Only Rules 72 Enforcing

Conflict Resolution And Child Custody - 1365 Words

Conflict Resolution Child Custody As a future marital and family therapist and even as a trainee, it is important to understand the systemic thinking behind the practice. For those therapists, like myself, that want to become experts in more an area, it is also important to delve into the theory and practice of that area. For example, child custody is a big piece to conflict resolution when it comes to thinking systemically in the family. The current divorce rate is around 50 percent and ever rising, which can be troubling yet promising when it comes to the mediation field. For the judicial system, this causes case overload, tired workers, and a lot of fees for the citizens going to the family courts. One of the biggest things that could potentially stop a family from being happy with their results is if the courts assign them custody agreements without thinking about each individual factor. Each family is different and there is no cookie cutter answer when it comes to child custody. If the family is assigned a family mediator, not only will it save long term costs, it can help ensure each party feels heard and they are voluntarily agreeing to the terms. Reasoning for Choosing Topic When assigned this paper, I had no idea what to write about, since the conflict resolution is so broad. But I sat down and thought about why I decided to take this class and why I wanted to get my mediation certificate. As I said in class, I have seen really poor mediation, I have seenShow MoreRelated`` Popular Mechanics `` By Raymond Carver1617 Words   |  7 Pagesintroduction of the characters, setting, and plot. The short story has a face paced touch, which moves quickly towards the climax and released the resolution right after. The short story was narrated in third person in order to reveal the actions and the dialogue between a man and a woman which expressed separation, struggle, miscommunication, and conflict between the couple. In the beginning of the short story there was already a sense of separation between the couple through how the husband or boyfriendRead MoreCross-Cultural Mediation Essay2091 Words   |  9 Pagescross-cultural conflict scenario in which a medi ator must apply the appropriate skills to resolve the conflict. In order to resolve these types of conflicts mediators must apply a non-bias approach to the conflict because the mediator must perceive and identify the cultural differences in order to appropriately resolve the conflict. The mediator must facilitate communication, and they must invoke trust with the disputants for successful cross-cultural conflict resolution. The conflict discussed inRead MoreThe Divorce Of Chicago Divorce1252 Words   |  6 Pagesrepresent an individual in family court. The assistance of other professionals may also become necessary. For example, if custody or visitation is contested, the court may appoint a Guardian ad Litem to conduct an investigation. Guardians charge hourly for their services as well, and the parties are responsible for these costs. Should the services of forensic accountants, child psychologists, or other professionals become necessary to resolve certain issues, the parties are also responsible for thoseRead MoreContext and History of Conflict Paper1336 Words   |  6 Pagesï » ¿Context and History of Conflict Paper This essay will discuss the issues between two people, Robert and Denise Patton, along with how these issues affect their two children. To enable an understanding of the problem a summary of the nature and history of the conflict has been given. In addition, a look at the interaction of interests, goals, and the power of each party allows an understanding of each person’s position and role in the conflict as well as personal attempts at resolution of the problem. InRead MoreMovie Analysis : Mrs. Doubtfire1629 Words   |  7 Pagesrequested a divorce from the husband (Daniel) and has denied him custody of their three children (Lydia, Chris, and Natalie). In response, the husband chooses to dress up as an elderly woman and is hired as the housekeeper and children’s nanny (Mrs. Doubtfire). The film portrays divorce using a comedic element. After the Mrs. Doubtfire is revealed to be the husband in disguise the mother petitions the court and is granted full custody. However , the children do not adjust to this change well. The children’sRead MoreA Brief Note On Alternative Dispute Resolution And Other Forms Of Helping Professions1462 Words   |  6 PagesAlternative Dispute Resolution Conflict resolution is used in various aspects of counseling and other forms of helping professions. It is vital that conflicts between opposing parties are managed in order for progress to be achieved. By maintaining a controlled environment during the negotiation process, the two parties will often be able to come to a resolution of their differences. Sometimes it can be difficult for two parties to work together without the help of a third party to assist in theRead MoreThe Code And The Deontological Decision Making Model962 Words   |  4 Pagesprovided, and resolve the ethical dilemma. The ethical dilemma in this case involves a 6-year-old child who was diagnosed with meningitis. The divorced parents are of different religious beliefs, and have differing opinions regarding treatment. The ethical problems are multifaceted. The author of this paper believes the primary ethical prototype is the ethical dilemma of whether or not to treat the child. Defined as â€Å"a situation that involves two (or more) morally correct courses of action that cannotRead MoreSelf Reflection Paper On Conflict1399 Words   |  6 PagesA conflict that I have chose to write about is from one of my own experiences. Suchlike, my parent’s divorce in the year of 2007. I have chosen to write about this topic because I was in the middle of the dispute, therefore I know all components of the conflict. If I would have chosen a historical event at a different level, it is possible that I would not know all the details or possibly confuse part of the facts. I would not say writing about my o wn conflict is any easier because there are stillRead MoreLearning From Conflict Is The Best Of All Experiences1630 Words   |  7 PagesIn the words of Alexa Rosa, â€Å"learning from conflict is the best of all experiences. It brings out the true shine in our souls.† This quote to me is the best way to explain how the mediations in this course have shaped me in becoming a better mediator. There are things I had to overcome in this course and those are, being nervous, not being as confident as I should, and being able to go more in depth in a situation you have never faced to find a solution that fits both parties. I would like toRead MoreA Separate Juvenile Justice System1003 Words   |  5 Pageswith delinquency, such as poor school performance or lack of conflict resolution skills. There are many ways in which problems related to juveniles and delinquency may come to the attention of the community 1. RECOMMENDATIONS Recommendations are made for a more purposeful juvenile justice system. 1. Collective responsibility There is a duty on everyone to ensure the proper development, the promotion and protection and welfare of the child. This function should not and must not be left to a group of

The Dangers Facing Your Personal Computer - 1321 Words

Did you know that your personal computer might be in danger? If you do not have proper protection for your computer it could potentially be attacked or may already have a virus! There are many different types of viruses out there and the amount of damage they do can vary. I’m going to inform you about what they are, what types there are, and how they can be prevented. Computer virus is the term that defines a class of programs that illegally explore a wide variety of systems. It is a code, an executable code that is able to reproduce itself. Viruses are an area of programming, and, unlike other programs, they carry knowledge on protection from being hunted down and eliminated. They have to struggle to survive in complex computer systems. Computer viruses reproduce by attaching themselves to a program or computer and using the hosts resources to make copies of themselves. Symptoms can range from minor to severe. Computer viruses spread from computer to computer and program to p rogram. There are other computer bugs, such as worms that on occasion disrupt networks, and the Trojan horses that give a friendly appearance to malignant programs, but viruses are the most common computer pathogen by far. There are different types of viruses, and they have been separated into several categories. For instance: harmless, dangerous, and very dangerous. No destruction means a harmless one, when a system glitches or freezes means a dangerous one, andShow MoreRelatedLack Of Privacy On The Internet1404 Words   |  6 Pagesconcerns of society. And with more and more people using the Internet, more and more information being passed over the Internet, more problems arise. The Internet has been an advantage in technology that has greatly increased the capacities of a computer. These new capacities have been the cause of some serious problems though. One very important trouble is the lack of privacy on the Internet. People pass so much important information over the Inte rnet and they expect it to be safe from others.Read MoreCyber Security Threats And Crimes1279 Words   |  6 Pages Cyber security threats/crimes Before people even knew you could do so much with computers and internet beside common work activity before it got popular and admired, criminals had to get a lot more personal when retrieving their personal information like dig through trash, steal or break into their mailboxes, are buy it from a somebody who sold other people identity was some of the way criminal got people personal information. Now many of people around the world keep all of their information onlineRead MoreOnline Predators and the Need for Preventative Measures Essay example1103 Words   |  5 Pagescontinue to become vulnerable to these internet predators while engaging in social networking sites. With a simple click of a mouse, children of all ages can engage in a variety of chat rooms. As reported in MSNBC live, â€Å"Instant messaging on the computer has become the new phone for kids today. Children spend hours chatting online with their friends, and sometimes with strangers† (Hansen, 2004). Although these chat rooms are advertised as harmless communication networks designed for our youth toRead MoreAdvantages and Disadvantages of Internet864 Words   |  4 Pageshas become very easy to establish a kind of global friendship where you can share your thoughts, can explore other cultures of different ethnicity.   Information Information is probably the biggest advantage internet is offering. The Internet is a virtual treasure trove of information. Any kind of information on any topic under the sun is available on the Internet. The search engines like Google, yahoo is at your service on the Internet. You can almost find any type of data on almost any kind ofRead MoreData Processing Systems And Storage1371 Words   |  6 Pagesconfidentiality, integrity and availability. Consider security aspects means a) know the danger, b) classify and c) protected from impacts or damage in the best way possible. This means that only when we are aware of potential threats, aggressors and their harmful intentions (direct or indirect) against us, we can take appropriate protective measures so that it is not lost or damaged our valuable resources. In this sense, computer security is for the protection of information against threats or hazards to preventRead MoreThe Privacy World s Version Of An Oil Spill1497 Words   |  6 PagesEvery few weeks, we learn about another data breach. It s the privacy world s version of an oil spill. A hacker breaks into a company and grabs a database of our personal details. They re sold on the black market, and the exposure puts us at higher risk of fraud and identity theft. Information protection is something you do, not something you buy. It is not a policy to put in place and forget. Information security requires a strong process and effective technologies, all based on a sound understandingRead MoreExamples Of Cyber Bullying1256 Words   |  6 Pagesimages can be posted of a person without their permission. On computers a cyber bully can create a fake profile pretending to be you. They can post different status updates or messages to make you look bad or even make you look like the bully in a situation. This fake profile could also be used to harass someone because the cyber bully would be anonymous. PART C Analyse two dangers of â€Å"social networking† and describe how these dangers could impact on an individual. Cyberstalking is the repeatedRead MoreInternet Addiction Disorder ( Iad )1623 Words   |  7 PagesTrinh Hoang Phuong Do Heather Jackson Health 100 11/16/2015 Internet Addiction Disorder The technology is growing strong every day. More and more people start to use smartphone, computer, etc. In addition, the main purpose of using smartphone, computer or any technology devices is to gain access to the Internet. Consequently, people started to be addictive to the Internet. Internet Addiction Disorder (IAD) is the term to describe the massive using of Internet. IAD is similar with other addictionRead MoreWhat s Your Privacy Worth You?812 Words   |  4 Pages What’s Your Privacy Worth to You? Maeson Hayes Mrs. Marlow English 2A 12/17/16 Recent scandals involving the NSA and reports about the government’s use of surveillance technology have called the current ethics of maintaining public security into question. These events have caused us to ask what our privacy is worth in an age of global terrorism. Orwell’s warning that totalitarian regimes’ reliance on surveillance and the invasion of privacy to restrict individual freedom and endanger citizensRead MoreThe Top 10 Reasons Why You Should Have Norton Antivirus751 Words   |  4 PagesNorton Antivirus on Your System An effective antivirus is needed to protect your PC and Laptops from different kinds of malware and Trojan horse attacks. Among most of the antivirus available in the market today, Norton is a top choice among many hone business professionals around the World. It is one of the best Antivirus providing great benefits to you at an affordable cost. In this post, we have listed down top 10 reasons why you should opt for Norton Antivirus as your security software. In

Bill Gates and Paul Allen came... free essay sample

Bill Gates and Paul Allen came up with Microsoft Inc. in the year 1995 and entered the OS (Operating System) business in the year 1980. From then onwards it became the leading and unique standardized operating system in the whole world. It all started with a great vision a computer on every desk and every home that seemed almost impossible at the time. The successful Altair deal back in January 1975 inspired Bill Gates and Paul Allen to form Microsoft. Their revenues for 1975 totalled $16,000. Microsofts big break was in 1980, when a partnership was formed with IBM which resulted in Microsoft providing a crucial operating system, DOS, for IBM PCs. This meant that for every IBM Computer sold a royalty was paid to Microsoft. In 1990, Gates showed the future plan for Microsoft with the introduction of Windows 3.0. 60 million copies of Windows had been sold now which effectively made Microsoft the sole keeper of the PC software standard. We will write a custom essay sample on Bill Gates and Paul Allen came or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Microsoft before 1990 was predominantly a supplier to the hardware manufacturers. That was their target market. As technology advanced and personal computers become so popular, the bulk of Microsofts revenue was generated from sales to consumers. It was the first software company to reach $1 Billion in revenues. As more and more versions of Microsoft Windows were launched, Microsoft captured a higher market share the worlds PC (around 90%).The company is well known to look for four important qualities in all-new hires: Ambition IQ Technical expertise Business judgment.SWOT AnalysisStrength Brand reputation Brand loyalty User friendly software technology Skype Acquisition Great financial performance Weakeness Brand reputation Brand loyalty User friendly software technology Skype Acquisition Great financial performanceOppurtunity Mobile advertising Cloud based service Growth through acquisitions Mobile device industryThreat In creasing global competition in the software markets Potential lawsuits Open source project Changing consumer habits and needsMicrosoft Corporations vision statement is to help individuals and businesses realize their full potential. This vision statement is based on the value of the companys computer technology and software products. The vision statement partly defines Microsofts target market. The second component of Microsofts corporate vision statement shows what the business intends to do. For instance, the company aims to provide products that assist customers toward the achievement of their full potential, which is specified in the third component of the corporate vision.Microsoft Corporations mission statement is to empower every person and every organization on the planet to achieve more. This mission statement reflects the companys vision statement on its computer technology and software business. The mission statement explains what Microsofts products can do for customers. For example, it may include form of speedy processing in offices and information access in homes. It also specifies the target market, which in this case involves all individuals and organizations worldwide. The companys mission statement also rhapsodizes that its next gen computer advancements and software products help the customers in benefitting more.

Book Report 1. The Terminal Man By Crichton, Michael. Published By Alf Essay Example For Students

Book Report 1. The Terminal Man By Crichton, Michael. Published By Alf Essay Book Report 1. The Terminal Man by Crichton, Michael. Published by Alfred A. Knopf, Inc. 1972. 2. The Terminal Man was about the neuropsychiatric section of a hospital doing abreakthrough surgery to help reverse the effects of psychomotor epilepsy. Thepatients name was Harry Benson. Harry had psychomotor epilepsy because hehit his head in a car accident and it resulted in brain damage. Harry was a goodsubject for the operation because he was brilliant, being a computer programmerwith top level government security clearance. The type of epilepsy that he hadcaused him to black out for periods of time and during his blackouts he wouldbecome extremely violent and when he woke up he remembered nothing. Theoperation would envolve the inserting of two electrodes into the brain along with amicrocomputer in his neck and a plutonium power pack located under his shouldernear his armpit.Harry had his operation soon after he was admitted to the hospital. Theoperation took roughly three hours and in that time they drilled into his head andinserted the electrodes. They also put in the microcomputer and the power packat this time. After the operation was over Harry was heavily sedated and put in aroom. After the sedatives wore off Harry snuck into a closet and stole an orderlysgown and left the hospital. He was picked up by a lady named Angela Black, whoHarry killed when they got to her apartment. After the investigation of the murderof Angela Black Dr. Ross went home to take a shower. When Dr. Ross got out ofthe shower she found Harry standing in her living room. The computer in Harrysneck was somehow malfunctioning and shocking him every few minuites. Whenthe computer shocked him enough times it would cause a siezure. After a fewminuites of talking to Dr. Ross, Harry had a siezure and attacked her. While Harrywas choking her she reached and turned on the mircowave, which messed up theatomic power pack in his shoulder and caused him to pass out.When all of the doctors got back to the hospital they got a phone call fromHarry that came from inside the hospital. They soon figured out that he was in thebasement near the main computer. The cops and Dr. Ross went down to thebasement to find Benson. When they found Harry he took off running so the copwent after him. Dr. Ross went into the computer section and found the maincomputer smashed. Suddenly Benson came into the room and saw that Dr. Rosshad his gun which she had found near the computer. Harry asked for the gun andDr. Ross said no. Harry came up to her and tried to take it and she shot him inthe chest and he died.3. One personality trait in Harry is that he is smart and knows a lot aboutcomputers. This effects the story line because he felt that computers were takingover the world so he went and smashed up the main computer at the hospital. 4. Im a fallen man, Benson said. Ive succumbed. To what? To the process of being turned into a machine. Or a time bomb. Harry is telling Dr. Ellis about how he thinks machines are taking over the world. 5. I feel I am most like Harry. I am like him in that we are both somewhatintrigued by computers. I dont, however, share in his idea that computers areconcious and are trying to take over the world. 6. The biggest surprise and dissappointment of this book is when Harry died. Ithought that he would live and the doctors could fix the computer and Harry wouldbe fine but Dr. Ross shot him and he died. .u25914573b1bb07be1c93ad09678ac0b4 , .u25914573b1bb07be1c93ad09678ac0b4 .postImageUrl , .u25914573b1bb07be1c93ad09678ac0b4 .centered-text-area { min-height: 80px; position: relative; } .u25914573b1bb07be1c93ad09678ac0b4 , .u25914573b1bb07be1c93ad09678ac0b4:hover , .u25914573b1bb07be1c93ad09678ac0b4:visited , .u25914573b1bb07be1c93ad09678ac0b4:active { border:0!important; } .u25914573b1bb07be1c93ad09678ac0b4 .clearfix:after { content: ""; display: table; clear: both; } .u25914573b1bb07be1c93ad09678ac0b4 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u25914573b1bb07be1c93ad09678ac0b4:active , .u25914573b1bb07be1c93ad09678ac0b4:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u25914573b1bb07be1c93ad09678ac0b4 .centered-text-area { width: 100%; position: relative ; } .u25914573b1bb07be1c93ad09678ac0b4 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u25914573b1bb07be1c93ad09678ac0b4 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u25914573b1bb07be1c93ad09678ac0b4 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u25914573b1bb07be1c93ad09678ac0b4:hover .ctaButton { background-color: #34495E!important; } .u25914573b1bb07be1c93ad09678ac0b4 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u25914573b1bb07be1c93ad09678ac0b4 .u25914573b1bb07be1c93ad09678ac0b4-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u25914573b1bb07be1c93ad09678ac0b4:after { content: ""; display: block; clear: both; } READ: Drug Addiction In The Work Place Essay 7. One thing I would change is harry dying. I would have had Harry live and getthe computer fixed so he would be alright. 8. My one sentance moral would be not to take computers for granted. I say thisbecause they can easily have glitches and those mistakes can be costly and evenfatal. 9. Yes, because it wasnt boring and it has a good story line that was exciting.

Nelson mandela is my hero free essay sample

Nelson Mandela, a true hero in this controversial world or just another politician? Was his 27 years of imprisonment for standing up against his nations government, which did not support human rights, equality and world poverty, something the country of Africa should be proud about? As disappointing as it might seem, the answer is a straight and simple, no. Nelson Mandela, my hero, the man that everyone knows, that conquered black domination in Africa, that healed his countries wounds against equality and the one that’s political journey brought humanity back into his proud country. And why? Well why not. â€Å"No one is born hating another person because of the color of his skin, or his background, or his religion. People must learn to hate, and if they can learn to hate, they can be taught to love, for love comes more naturally to the human heart than its opposite†. My all-time favourite quote from Nelson Mandela shows where his journey started, racism, the right to equality and peace in this angry world. We will write a custom essay sample on Nelson mandela is my hero or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I believe that the act of fighting against racism was the most passionate thing Nelson Mandela wanted to achieve. He set out his dreams and ran with his heart, his audience was the black community and his goal was to make them believe in themselves, even if he was part of the audience, his selfless soul put others first and made himself believe as well. To start off his adventurous journey, Nelson Mandela joined a black community supporting political party: the ANT (African National Congress). Nelson and his other 155 visionaries tried for years to get the black community to support them and help them stand up against the government. Rallies were attended, which in most cases turned violent because of the hatred towards the South African government. Sooner than expected, all 156 visionaries were arrested for high treason and were to face a tortuous 5-year trial. Later on in 1962 Mandela was once again arrested, this time for travelling without a passport and violent acts against the government, and his punishment: a sentence of life imprisonment on Robben Island. Life imprisonment! In my opinion, this made it a worse situation for the government as the population of Africa started to like Nelson more and more and appeal to his ideas while he was in jail. In fact, my hero became the most significant leader for black South Africans during his imprisonment, which luckily was cut a very short 27 years. 1990; the year Nelson Mandela was released from prison, or even perhaps the year this strong and powerful man was elected president of South Africa. Through the fear and the fight, the hero that thought he was just â€Å"an ordinary man with extraordinary circumstances†, had got there, he had achieved not only the ears of the people, but the eyes. He had got there with his words of wisdom, and now it was time to put his safety net of words into play. He had got there with the help of the people, supporters and believers. Nelson Mandela’s non-judgemental and loving soul mixed with his strong passions and determination made an effective and forceful government. As an individual, it made him a hero, not only a hero to me, but a hero to his people. They told him what they wanted and he gave it to them, but it was not long until Nelson was to leave. After only 1 short term in presidency he voluntarily stepped down from position, but this act made him no less of a man or no less of a hero. The love pumping around this old mans once broken heart made him strive to continue to help his people, help his country, and help his world. Nelson Mandela became a part of the South African AIDS epidemic that sadly destroys many lives in his country, he also brought consciousness to not only poverty among the people of his land, but the whole world. The elders, it was a project that Mandela created and allowed for its compassion to spread across the country like wildfire. Beginning in 2007, a group of free-standing and liberated leaders from across the world came together to work publicly with the people, as well as privately to â€Å"†¦support courage where there is fear, foster agreement where there is conflict, and inspire hope where there is despair†, in Mandela’s words. Nelson Mandela had run his trip to freedom, healed the people and his country to the best of his ability. The pain he went through to get to such a high position in the world was not a movie it was reality. He didn’t stop there, he pushed on harder and set the base for other leaders to follow his steps and never let the fire that he had started, to burn out. Even though his life started out badly; running away from home at the age of 21 to Johannesburg to avoid arranged marriage; getting charged by the South African government with treason, more than once, and all he was trying to do was help the people! Nelson Mandela the man that spoke out and made it to his goals with pride. But this is why the world is in such a bad state in this day and age; we do not let the people have their say. If someone has an idea, they should let it out, out into the world and speak their truthful opinion, without judgement. We should, as a country and among the world, follow Mandela’s lead; make your goals, strive for them, and push harder everyday. Again and again, repeat and repeat, until you’re there, until you’re satisfied. On the topic of goals, ‘A walk to freedom’; was and still is the perfect description of Mandela’s aspirations in life. And as follows, Mandela quoted on his own walk to freedom, which inspired others that even if it gets harder your pride won’t back down, and you must never back down either, even if it seems like you are failing. â€Å"I have walked that long road to freedom. I have tried not to falter; I have made missteps along the way. But I have discovered the secret that after climbing a great hill, one only finds that there are many more hills to climb†¦But I can only rest for a moment, for with freedom come responsibilities, and I dare not linger, for my long walk is not ended. † As all heroes, conquerors and warriors must have a rest, and their walk must come to an end, including Nelson Mandela’s. Mandela was put to rest on December 5th, 2013, and over the course of his 95 years on earth he achieved many great and courageous things. Nelsons’ walk may have ended on earth, but his footsteps and pathways he has lead us through to discover and enrich upon will still be there, and his impact is his walk that will never end on this disastrous yet perfect world. It is not a dream of mine that one day we will have many people like Nelson Mandela covering the land, for that is a precious and special thing not to be wasted, as it only comes once or twice every life time. With all the different opinions from different minds, swirling around in the world, what we want is sometimes what we need; we need role models, someone to look up to, heroes. Nelson Mandela, or as I like to call him by his real name; Rolihlahla; my hero. I strive to be like him, to have a kind soul, positive mind, and achieve higher that what others expect of me. In this modern world it can be highly extended for our minds, or easily flexible at times, but no matter what the circumstances we must look up to our heroes for advice. With Nelson Mandela to look up to, it means never back down, keep reaching forward and there will be no ‘until’ something happens, you keep moving no matter what. Nelson Mandela; a true hero.

What is the Heinz Dilemma free essay sample

Lawrence Kohlberg’s Theory of Moral Development changed the way psychologists and parents thought about the development of their children. Kohlberg expanded on Piaget’s theory of only 2 stages, to three levels and six stages total. He worked with groups of young children by interviewing and researching their answers to questions. These questions arose from fictional scenarios of everyday problems to decipher a child’s moral reasoning (Kim, 2013). One of the most well-known moral dilemmas is â€Å"Heinz Steals the Drug†. In summary, children had to decide whether a man should break the law to save his wife or not. Kohlberg did not so much care about the answers to the questions, but rather the reasoning behind them. After completing a self-interview and interview of two other individuals, I was able to see for myself the different levels of moral reasoning within a person based on Kohlberg’s Theory. When I first read the scenario to myself it seemed like a simple solution to a simple problem. We will write a custom essay sample on What is the Heinz Dilemma or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Heinz should save his wife. I did not realize the complexity of the situation until after having to state the reasoning behind my answer. I was astonished at the level of thought needed to answer efficiently. I decided that the reason Heinz should save his wife is because he loves her. Although it is against the law to steal, in this situation Heinz has an obligation to save the person he loves or else he will be devastated by it for the rest of his life. In a different situation were the person is a stranger, Heinz has no duty to save the person, making it more responsible to obey the law. I believed that this was the best explanation to the situation, until my first interview. I then realized I was not as morally developed as I had thought. The first person I interviewed was a female of age 38. She currently works as a research chemist for a small private company. I have known this woman for a while and was curious of her moral status. I was pleased with my choice in an interviewee because her answers surprised me. Within the first question asked I could tell our answers were going to be very different from one another. She responded quickly and confidently, proving that she is self–assured in her morality. This was much different reaction compared to my self-interview. I was stumped by some questions and it took me awhile to decide the best answer. She believed Heinz should steal the medicine for his wife, like myself, but she had a very different explanation as to why. She stated â€Å"Heinz should save his wife because she is dying and he has the resources to save her. † When it came to the other questions about different scenarios of the story, she answered the same exact way, â€Å"Even if he does not love her or she is a stranger or animal, he should save her because he has the resources to do so. † She also believed that people do not have to obey the law if it is not within their morals. This contradicted my thoughts on law. I believe there is specific situations in which laws may be broken, but they should be followed as much as possible. After asking her all of the questions, I could tell that she was in the sixth stage of moral development. This is the highest stage and known as Universal Principles. This means that her morals are based upon universal ethical principles and abstract reasoning. Even if they conflict with laws and rules, she follows her internalized principles of justice (Cherry, 2013). This is very different than my own stage as well as the next person I interviewed. Over the years of her life, her morals have grown and developed to a level where she does not take into account any other reasons for her decisions, other than her self-morals. I believe her age as well as life experiences have caused her to raise to this highest level. The second interview I chose to do was with a gentleman of the same age as myself. He is 19 years old and also a student. I chose this particular person due to the fact that we share the same age and occupation. I was curious to see whether gender made a difference in moral competency. Within the first three questions I knew he was on the same track as me and, in this case, gender did not make a difference. Almost all of his answers were parallel to mine as well as his reasoning. In summary, he believed that if you love someone you should do everything to save them. If not, then it is not your duty. After interviewing a stage six of moral development, it was easy to see that he nor I were fully morally developed. Every answer was driven by selfish reasoning. Also, this man stated that the law should try to be followed as closely as possible. There are only certain situations when the law should be broken. This proves that we are both in stage 5 of moral development. This stage is called Social Contract and Individual Rights. People of this stage take into account of differing values, opinions and beliefs. They believe law and order is necessary, but members of the society must agree on these standards. People of this stage also believe laws can be broken for necessary reasons and it does not make the action morally wrong (Cherry, 2013). At the stage of young adulthood, we both have not had enough life experiences to become fully morally developed. Using morals in real life situations helps to build experience and change the way one looks at situations. I thoroughly enjoyed interviewing for this assignment. It was fascinating seeing real life levels of moral development and examining why different people think different ways. I felt confident in the answers and explanations I gave in the self-interview, but could tell I am not fully evolved in the moral aspect. The questions became somewhat difficult to answer and made me think out of the box. When interviewing the other two examinees, I felt comfortable asking the questions, and became really curious to what their answers would be. Kohlberg’s approach to the Stages of Moral Development by using real life situation is an efficient way to categorize individuals. It is an important part to studying human development and how children gain moral reasoning.

Squid Essays - Squid, Megafauna, Giant Squid, Sea Monster, Tentacle

Squid Squid are wild and wonderful. They are believed to be remarkably intelligent because of their apparently complex communication system. They include the Vampire Squid, and the elusive and mysterious Giant Squid. I researched the Giant Squid which is the biggest animals in the sea. The giant squid lives in most of the world`s oceans and is among the biggest animals in the sea but it is rarely seen. It hunts smaller sea creatures but larger animals feed on it. It has inspired fantastic tales but the facts are even more fascinating than the ficiton. For over 2,000 years the giant squid has inspired fear, fascination, and fantastis stories. Encounters with this huge invertebrate have always been rare and distant. And only recently has there been scientific evidence to dispute the legends. Centuries ago, people invented explanations for what their astonished eyes saw. In 1500`s, when several large unfamiliar sea creatures were stranded in Norway, people decided they were ?gMermen?h. A merman is a giant squid. Until the 1880`s , the giant squid was thought to be a legend. But in 1888, a giant squid 57 feet long washed ashore on a New Zealand beach. It had tentacles 35 feet long, and its eyes were each larger than a dinner plate. (It is amazing!) One captured sperm whale regurgitated two 42 foot long tentacles in an aquarium, meaning the squid they came from was roughly 66 feet long, and weighed 85,000 pounds. Scientists do not know exactly where in the sea it lives, they have not been to study it alive. The giant squid can be up to 18m (59 ft), and their weight can be up to 900kg (1980lb,nearly 1ton). In addition, They were caught everywhere in the world, especially in the North of Atlantic. Scientists suspect giant squid live mostly at depth of 200 to 700, One of the giant squid found stranded on U.S. shores where in Washed ashore on Plum Island, Massachusetts, in 1980. It was the only third giant squid that they found stranded in U.S. shores. The total of specimen was 2.7m ( 9 ft) and the weight was 200 kg (440 lb).The giant squid eat mainly fishes and other squids, based on scientific analysis of the stomach contents of two giant specimens. Giant, menacing sea monsters have been written about for centuries. Sailors have told fantastic stories of being attacked by monsters with enormous flailing tentacles and huge, black menacing eyes . These stories probably originated from sightings of the largest marine invertebrate which is the giant squid. The giant squid have the ability to jet propel themselves through the water at 20 miles per hour, faster than most sailing ships of the past. As squid can also launch itself out of the water while moving at high speed , appearing to fly, which would be pretty unnerving to superstitious sailors on a whaling ship. In recently, a scientific expedition was launched to search the deepest oceans of the world for the elusive giant squid. Deep water manned and unmanned submarines will be used to try to find out more about the huge invertebrates. Perhaps there are still many things that we don?ft know about the squid, but the mystery of the sea monsters will soon be solved.

7 Signs Youre A Surprisingly Good Employee

7 Signs Youre A Surprisingly Good Employee Sometimes it can be hard to gauge how you’re really doing at your job. On a bad day, it can feel like you’re doing horribly. On a good day, you feel like the best employee ever. The reality is probably somewhere in between, but how do you know? Here are 7 signs that you may well be on your way to being that best employee ever, whether you’re new in the role or have been there for a while.1. You look forward to going to work.Sunday night is usually gut-check time: when you think about getting back to your Monday routine and heading into work, how do you feel? If you feel any enthusiasm, or pleasant optimism about the week ahead, chances are you’re doing something that fulfills you, and that you do well. If you like your job, you’re probably also doing well and feeling comfortable.2. You feel challenged, but not overwhelmed.If you embrace new projects with gusto rather than dread, and look forward to adding new responsibilities and competencies to you r repertoire, you’re doing pretty well.3. Time is flying.This is not to say that you’re losing track of time, or lacking time management. When things aren’t going well, time can feel like it’s slowing†¦down†¦to†¦a†¦trickle. If your day feels like it’s moving briskly, and isn’t a slog through an endless to-do list, things are in a good place.4. You’re seeking out new tasks and responsibilities.If you’re talking to your boss about taking on new projects that go above and beyond your current job description, that’s a sign that you’re succeeding in your role, and ready to start moving up.5. People come to you for advice.If you’re a go-to guru for information related to your job, it means that people trust what you’re giving out. Sure, a Godfather-like line around your desk, of colleagues asking for favors, is not ideal for your own productivity, but if your colleagues are using you as a sounding board, that’s a good sign of your trustworthiness and competence as a team member.6. You move on after mistakes.No matter how good you are at your job, mistakes and missteps happen. If you can shake those off, take some lessons, and move on with your work life, chances are you’re doing fine overall.7. You’re surrounded by calm.If your desk is an oasis of neat, organized zen, it suggests that you’re feeling good about your workload- and your workday. If the stacks of papers, sad desk lunch remnants, and random stuff are almost as tall as you are, that can show that you’re overwhelmed or too stressed.If you’re not doing so hot at work, there are also warnings signs for that as well. But if you like your job, and are engaging with it in positive ways, you’re going to be A-OK!

Yes, Reverse Racism is Real Essays - Racism, Discrimination

Yes, Reverse Racism is Real Essays - Racism, Discrimination Yes, Reverse Racism is Real Racism is an ongoing problem in our society especially considering the curren t political atmosphere. However, the image of racism in the American context that one conjures up usually involves 'the white man' me ting out racism to every person of color like a souther n gentleman reeling out "how do you do's " . That brings the following q uestions to mind: Is there such a thing as reverse racism? Are African American's capable of treating other races discriminatorily and with prejudice as well? Yes, yes , and a thousand times yes. Persons of color are capable of being racist towards other races, including Caucasia ns, contrary to popular belief . The debate about the ability of blacks to be racist hinges on the definition of racism. The definition that is widely accepted by the public treats racism as the systematic oppression of and discrimination towards a race which requires one race to be in a position of power over the other, to institute and benefit from their racist actions. If we were to take this definition as gospel, no Black person could ever be accused of racism as within the Amerikkkan society, constructed and controlled by Whites, Black persons are definitely not the ones in a posit i on of power. That is similar to saying a smaller child can't bully a larger child because the larger child has a physical advantage. That definition is false. There are several ways an oppressed and marginalized group may be able to discriminate against and show prejudice towards their oppressor, and black people have found a w ay to finesse the system. The Oxford dictionary puts it a little bit differently: it defines racism as " p rejudice, discrimination, or antagonism directed against someone of a different race based on the belief that one's own race is superior" . This is a definition one could work with. It simplifies the concept of racism and gives each race or group of people equal opportunity to be able to be prejudiced or discriminatory. Reverse racism is therefore when a minority or marginalized group, such as Blacks, discriminates against their oppressor. You may ask when, where and how can Black people be racist? By the same methods W hite people are racist; either b ehind closed doors or blatantly. A black person using slurs such as cracker' is racist, despite its uselessness as an insult . Calling a white person the c word', while less offensive than it's n counterpart, is still derogatory behavior . Mocking white facial features by saying white people are pale and crusty is racist . Making jokes about the incestuous preferences of Caucasians is racist. S aying that Caucasian lips look like bologna or an open wound is racist ! If you are able to ignore the explicit antagonism in the previous examples of com mon utterances in the black community, you have a bad case of denial. The result of reverse racism is the co ntinued tension between races. The continuous lack of communication and the distrust that racism brings will do nothing to bridge the chasm that exists . The implicit racial segregation will continue and there will be no integration of people of colour into th e system which has been designed to disenfranchise them . By the same token, reverse racism makes the marginalized group no better than the ones who oppress them. This way of living is fruitless and only perpetuates the hatred we see present today. All in all , racism is racism, regardless of the hue of perpetrator . T o only see racism as racism when it is committed by the right race' is a biased view that doesn't always lay the blame where it belongs. Until we can admit the wrongs committed on both sides of the racial divide and move to remedy them, there's no way the divide can ever be bridged.

How Barometers Measure Air Pressure

How Barometers Measure Air Pressure A barometer is a widely used weather instrument that measures atmospheric pressure (also known as air pressure or barometric pressure) the weight of the air in the atmosphere. It is one of the basic sensors included in weather stations. While an array of barometer types exist, two main types are used in meteorology: the mercury barometer and the aneroid barometer. How the Classic Mercury Barometer Works The classic mercury barometer is designed as a glass tube about 3 feet high with one end open and the other end sealed. The tube is filled with mercury. This glass tube sits upside down in a container, called the reservoir, which also contains mercury. The mercury level in the glass tube falls, creating a vacuum at the top. (The first barometer of this type was devised by Italian physicist and mathematician Evangelista Torricelli in 1643.) The barometer works by balancing the weight of mercury in the glass tube against the atmospheric pressure, much like a set of scales. Atmospheric pressure is basically the weight of air in the atmosphere above the reservoir, so the level of mercury continues to change until the weight of mercury in the glass tube is exactly equal to the weight of air above the reservoir. Once the two have stopped moving and are balanced, the pressure is recorded by reading the value at the mercurys height in the vertical column. If the weight of mercury is less than the atmospheric pressure, the mercury level in the glass tube rises (high pressure). In areas of high pressure, air is sinking toward the surface of the earth more quickly than it can flow out to surrounding areas. Since the number of air molecules above the surface increases, there are more molecules to exert a force on that surface. With an increased weight of air above the reservoir, the mercury level rises to a higher level. If the weight of mercury is more than the atmospheric pressure, the mercury level falls (low pressure). In areas of low pressure, air is rising away from the surface of the earth more quickly than it can be replaced by air flowing in from surrounding areas. Since the number of air molecules above the area decreases, there are fewer molecules to exert a force on that surface. With a reduced weight of air above the reservoir, the mercury level drops to a lower level. Mercury vs. Aneroid Weve already explored how mercury barometers work. One con of using them, however, is that theyre not the safest things (after all, mercury is a highly poisonous liquid metal). Aneroid barometers are more widely used as an alternative to liquid barometers. Invented in 1884 by French scientist Lucien Vidi, the aneroid barometer resembles a compass or clock. Heres how it works: Inside of an aneroid barometer is a small flexible metal box. Since this box has had the air pumped out of it, small changes in external air pressure cause its metal to expand and contract. The expansion and contraction movements drive mechanical levers inside which move a needle. As these movements drive the needle up or down around the barometer face dial, the pressure change is easily displayed. Aneroid barometers are the kinds most commonly used in homes and small aircraft. Cell Phone Barometers Whether or not you have a barometer in your home, office, boat, or plane, chances are your iPhone, Android, or another smartphone has a built-in digital barometer! Digital barometers work like an aneroid, except the mechanical parts are replaced with a simple pressure-sensing transducer. So, why is this weather-related sensor in your phone? Many manufacturers include it to improve elevation measurements provided by your phones GPS services (since atmospheric pressure is directly related to elevation). If you happen to be a weather geek, you get the added benefit of being able to share and crowdsource air pressure data with a bunch of other smartphone users via your phones always-on internet connection and weather apps. Millibars, Inches of Mercury, and Pascals Barometric pressure can be reported in any one of the below units of measure: Inches of Mercury (inHg) - Used mainly in the United States.Millibars (mb) - Used by meteorologists.Pascals (Pa) - The SI unit of pressure, used worldwide.Atmospheres (Atm) - Air pressure at sea level at a temperature of 59 Â °F (15 Â °C) When converting between them, use this formula: 29.92 inHg 1.0 Atm 101325 Pa 1013.25 mb Edited by Tiffany Means

Psychology Essay Example | Topics and Well Written Essays - 1250 words - 4

Psychology - Essay Example Therefore, evolutionary theory becomes a theory of context and environment, so that the psychology of an individual is to be understood by taking into consideration the environment the individual lives in - past, present and future, as well as the changes that have occurred in this environment over a period of time. Culture is viewed as no more than the constantly changing social environment that reflects the changing perspectives of groups of individuals over time. Within the environment, organisms are competing for resources, however when employing an evolutionary perspective, it is not natural selection that determines which individuals will survive. The approach that can be employed is that certain kinds of individuals or patterns can be reproduced within a particular kind of environment. Hence, the evolutionary paradigm does not embark upon the study of an individual’s mind with any preconception about normalcy based upon what is considered to be natural, but as a factor of his or her environment, examining what factors shaped the individual’s past and present environment and what elements of the future environment are likely to shape the individual’s being, state of existence and manner of thinking. For example, in the context of the attachments that an individual has with others, Fonagy et al (2000) offer the view that attachment patterns may reflect environmental conditions, such as the low level of correlation between an infant’s attachment to its mother as opposed to its father. Montague et al (2003) examined attachment patterns and the imposition of punitive measures through withholding of attachment in both African American children and European American children, and noted while the environment of the former produced increased sel f reliance, the latter revealed a more negative effect of such withholding of affection, thereby indicating that changing environmental and other trends could play a

Criminal Justice System Structure Research Paper

Criminal Justice System Structure - Research Paper Example The basic goal behind the establishment of a uniform criminal justice system in America was to maintain social control. The criminal justice system in America is comprised of different components that work together to maintain justice in the society. The main aim is to provide justice to criminals, victims of crimes and to bring law violators in a fair trial through upright and legitimate system U.S criminal justice system is unique in its own way. According to this system, a person under trail remains innocent till the time he is proven guilty. As a result, criminals or offenders hold the right to defend themselves under fair and regular trial. U.S criminal justice system ensures that criminals receive justice without being abused or punished brutally.The History of the U.S Criminal Justice System: Criminal justice systems are implemented to ensure the protection of citizens. Religion and philosophers had established a great influence on the U.S criminal justice system during coloni al American times. Ever since from its inception, the U.S criminal justice system has ensured that any person accused of an offense would receive a fair trial. With the passage of time, the U.S criminal justice laws have become more defined and standardized for the entire citizens. Today criminals in U.S receive more benefits and rights as compare to the early days of its inception.  Basic Components of the Criminal Justice System: There are five main components of the U.S criminal justice system.... These five components are: 1- Local Law Enforcement: Local law enforcement bodies constitute of police and other crime controlling authorities. Anyone who faces crime reports to these bodies. Police play an important role in providing initial justice to the victim. Police also play an effective role in dealing with low level crimes such as high speeding or trespassing. These low level crimes can be resolved directly by the involvement of the police (Walker, 1977). For severe offenses, the police precede the victims of the crimes and the offender to the court system for fair smooth trial. 2- Court Trial: Court trial is considered as the second important step after the criminal enters into the legal system. The police, the investigative bodies or the witnesses present the evidences, documents or other facts to the prosecutor. It depends on the prosecutor what to decide for the offender. If the violator is charged for his criminal actions then it is preceded by a court case. 3- Court Ca se: Court case is the most important component of the U.S criminal justice system. The case is brought before a judge in a court. If the offender is proven guilty and his offenses are minor then it depends on the judge what he decides for the offender. Sometimes the judge offers a small punishment and the case is over. However, if the offender is involved in a severe crime or if the offender pleads â€Å"not guilty† then the entire case is followed (Walker, 1980). 4- Trial and Role of Grand Jury: Grand jury also plays an important role in differentiating the guilty souls from the innocent. Grand jury hears from both sides and decides which party should be proven guilty or not guilty after analyzing and making their own observations.

Learner-to-Educator Ratio and its Impact on the Quality of Education Thesis

Learner-to-Educator Ratio and its Impact on the Quality of Education in South African Primary Schools - Thesis Example Though the number of educators has also increased but not at the rate desired to keep pace with student enrolment. Presently there are some 400,000 teachers employed in primary schools. The success of the primary school system is judged by academic performance based mainly on the level of passes in the systemic evaluations that take place in Grade 3 and 6. In 2001 the learner achievement results showed low achievement in numeracy and literacy. There are a number of determinants of academic success such as socioeconomic background of learners, learning facilities, resources, quality of the teachers and learner-to-educator ratio. In 2004 the grade 6 national systemic evaluation indicated that although a new curriculum and learning materials was developed and instituted throughout the primary school system learning achievement was still below par. A great majority of learners scored at the ‘non-achieved’ level (lower than 40% overall) with 41% in natural sciences, 38% in languages and some 27% in mathematics. Only 31% in natural sciences, 28% in languages and 12% in mathematics were functioning at or above the required grade 6 level (scores above 50%) and outstanding (scores over 70%) combined (Bulunga, Daniel, Southall, Lutchman (2006). With the increasing number of learners entering primary school and the low rate of increase of the number of educators it is prudent to note that the disparity between the two will eventually become large and its effects far reaching. As one of the determinants of academic performance the learner-to-educator ratio defined as the average number of pupils per educator at a particular level of education in a given school year becomes important to the delivery of high educational standards. There is a view amongst some researchers and educators suggesting that smaller classes has the benefit of allowing teachers to have the opportunity to devote much more time to every student in an effort

A company Assignment Example | Topics and Well Written Essays - 250 words

A company - Assignment Example A closer analysis of the advert would make you come to the realization that this company is open for any ideas that can make it achieve its objective. Any employee who can offer that has a greater future in the company. 3. To make the advertisement more appealing, I would advise the Field Vine presenter r to opt for a better and more conspicuous logo which tends to catch people’s attention more easily (Tellis, 2004). The general citation of the name as the logo is rather too plain. 4. The general presentation format can be improved by use of coloured and more conspicuous writings in order to appear more attractive. In addition, the arrangement of the adverts would have been done in line with a given pattern to appear more spectacular. 5. Effective advertisement is all about attracting the potential clients’ attention and keeping them glued the moment they give the slightest attention to it (Tellis, 2004). Attraction is best achieved by use of colourful and creative advertisement outline and general appearance. To have the targeted audience stick to the advertisement and possibly make some purchase, an ad needs to be more accurate, informative and elaborative in its description. If this is put into consideration in the above sets of adverts, significant changes are bound to be

Managing Financial Resources Research Paper Example | Topics and Well Written Essays - 1750 words

Managing Financial Resources - Research Paper Example The administration, design, and production budgets should be reviewed so that problems with those could be uncovered and favorable changes could be made. Prices of inputs used for the production process could have increased. New machinery could have been bought for production or design. Sales declined by 15 percent. Normally the Direct costs also should have gone down proportionately. Ideally the direct costs should have come down from 110 million to about 96 million. This indicates that direct costs are not truly apportioned among the products. A review of the costing method is required to identify any problems with it. Similarly, when sales have gone down by 15 percent, gross profit came down by 27 percent. If profit margin was the same on all products, the gross profit would have come down to a similar extent. This means that a larger percentage of sales were of products that are priced so that the profit margin is low on their sale. Some products might even be prices at a level that causes a loss. The above observation, when seen together with the increase in production overheads confirms the view that the costing of products is not done in a realistic manner. The deployment of more resources in production resulted in increased production overheads, but it did not result in increased sales. ... The above observation, when seen together with the increase in production overheads confirms the view that the costing of products is not done in a realistic manner. The deployment of more resources in production resulted in increased production overheads, but it did not result in increased sales. Increases in the marketing budget also did not increase sales, which could be a result of poor advertising practices. II. Pricing Policies Slingshot follows "cost plus pricing." This method adopts an average cost for products and the selling price is arrived by adding a percentage "mark up" (In this case 15 %). This method overlooks the fact that the basic costs of some products are more than those of other products. In fact, the selling price is not directly related to the value addition done in specific products. A more reliable method for pricing is "Absorption Cost Pricing." In this method, direct and indirect cost of each product is scientifically determined and allocated. Each product sold by a company is given a share of the company's direct and indirect costs and given a separate total cost. A "mark up" is applied to the actual cost as determined for each product. "Cost plus pricing" and "Absorption cost" pricing both do not take into account any "market factors" such as demand and availability. This may not be necessary for this kind of business where market demands remain steady. However. a massive increase in the amount of resources devoted marketing did not seem to bring any results. This might be a result of limited demand elasticity. It could also be a result of bad marketing. Consumer surveys should be done to analyze consumer demand so that marketing is more effective. The market for Slingshot's products and any companies that compete with

The Devil In The White City Expository Essay Example for Free

The Devil In The White City Expository Essay In The Devil in the White City by Erik Larson, many inexperienced women come to Chicago in hopes of finding new opportunities and a successful job. These women were often single with no previous experience in the city, which made them an effortless target for Dr. Holme’s vile plans. With his charisma and reassuring presence, Dr. Holmes could instantly allure these women. Most women in this time period were often sheltered or brought up in a secure and familiar environment. However, in the beginning of the book on page 11, it states, â€Å"Never before in civilization have such numbers of young girls been suddenly released from the protection of home and permitted to walk unattended upon the city streets and to work under alien roofs.† I believe that because these young women had recently been liberated from their small town life, it created even more of an excitement and eagerness to take any employment opportunity that came their way. This in turn, worked against them, by prompting them to take the desirable jobs with Dr. Holmes. Another factor that induced these women to be so susceptible to Dr. Holmes’ corrupt plans was his undeniable charm. With their naà ¯ve mindset, a young man with striking eyes and a perfect physique (page. 35) was a handsome welcome to their new lives. This unexpected warmth in a new city enticed the young women and brought them to trust Dr. Holmes despite his underlying motives. However, because of their infatuation with him, the women were oblivious to his subtle maneuvers such as standing too close, staring to hard, and touching too long (page. 26) that would have revealed his ulterior intentions. This captivation gave Dr. Holmes the opportunity to have these women wrapped around his finger and be in complete control. Overall, the young women coming to Dr. Holmes were much too ignorant and enthusiastic to be alone in a large and unpredictable city, such as Chicago. Their curiosity and willingness to find a new life led them into very lamentable situations that cost them their lives. Unfortunately, I think that even if these women had been somewhat more apprehensive, Dr. Holmes, with his alluring charm, would still have the upper hand at reeling these women into his deplorable plot.

FMCG Market Analysis

FMCG Market Analysis EXECUTIVE SUMMARY The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent  demand with more money and a new mindset. The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities so that appropriate differentiation can be used. Retailers stated that role of word of mouth and television advertising was very important in providing information inputs to the consumers regarding sales promotion activities. This perception of retailers was supported by the consumer unaided recall of sales promotion schemes which were widely advertised. The research concludes with the discussion of the results, managerial implications limitation of the study and future research directions. CHAPTER 1 INTRODUCTION I. ABOUT THE DISSERTATION INTRODUCTION Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents, â€Å"differentiation awareness† can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which consumers cannot â€Å"connect† may have a negative implication and if a brand â€Å"connects† consumers with its differentiation, it is likely to also differentiate itself in terms of getting identified with the consumer. A detergent or a washing machine, which claims â€Å"low water consumption† has to demonstrate this claim at a retail outlet especially given the fact that the quality of water varies across areas even in a specific geographical region. It is also essential that a good â€Å"differentiation proposition† result in a positive word-of-mouth. In a certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like Fair and Lovely built over the years still has a strong association with the category but under tremendous pressure from competitive brands and the most important criteria which these brands is the herbal touch associated with them. Herbal ingredients are becoming popular with consumers in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely had to launch its herbal variant (it used the same brand probably because of the brand equity built up over the years) . The interesting fact is the differentiation being conveyed by advertising. The original version uses an aspiration route in which the brands ultimate benefit is success through confidence. Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert  consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories. CHAPTER 2 I. LITERATURE REVIEW Impact of Effective Advertisement on Consumer Attitude Dr. F.R. Alexander Pravin Durai By going through this article I have come across some points which you should look upon. If you want to read the article it is present in the appendix. Following are some points:- Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements playa major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and · also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the consumer which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows:- When there is a favorable primary demand of particular product. When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target consumers in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the consumer may ensure that the advertisements are on the right track. Getting attracted towards the advertisements. Listening and observing the contents of the advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar consumers. In the article Dr. Alexander Told about a model which exemplifies the attitude or response of a consumer to an advertisement. Techniques of advertising for Fast Moving Consumer Goods Dr. Archi Mathur- Assistant lecturer, Department of Management Studies, National Law University, Jodhpur Dr. HK Bedi- Professor, Dean, Department of Management Studies, National Law University, Jodhpur This article shows how an advertiser can use different techniques of advertisements to show FMCG products. The techniques are as follows: Value added ads- In addition to providing information about the product; Value-added advertising transforms a product into something more appealing to consumers than the physical object produced in the factory. Therefore, it is a missing link between brand attributes and the customer perception, between product features and need fulfillment, .between benefits and values. Comparative ads- the advertiser compares the 2 brands of the same product category. The ad can be copied as the Pepsi and sprite example in the case. They have used the same story but both have them had a different approach. Informative ads- these ads are used to provide information to the consumer about different products and services. Health and Hygiene ads- these ads show that the product is taking care of the consumers health. It is emphasizing of the physical attribute of the product. What does the product do? How does it help you? The ad tells you all. These are some of the techniques. Lifestyle ads- Another way to. nave an impact on the consumers mind is portraying the life-style of a successful person. Humorous ads- Humor in the advertisement is normally kept in order to create a light, jovial and likely kind of an atmosphere Demographic ads- these ads are meant for different segments based on age, sex etc. Farex Cereal Food for infants is an advertisement targeted directly towards the infants, as it comprises a healthy food for them. It is also targeted indirectly towards the mother. Packaging ads- Advertisement is trying to lure the customers to buy their products on the basis of the way they are brought in front of the consumers eyes ie. Packaging. Dabur has brought in different flavors in the market of fruit juice. E.g. Mango, Pineapple, Orange, Mixed Fruit Jete. All these are in different packages, i.e. 50 ml, 1000 ml, etc. They claim that unlike other juices, which have preservatives in them, these products are without preservatives. Hence, the punch line is Real Fruit Juice. Price ads- Marketers also lure the customers by showing in an advertisement that a product is available at a lesser price without any compromise on the standard. Cadbury India advertised the 5-Star chocolate by offering 30% more chocolate in its 5-Star bar for the same price. Celebrity ads- Celebrities are mainly used in the advertisement either to lure the rural people in buying a particular product or in forcing the young generation to buy the products. This is also called endorsement advertising.,{t is also used in portraying that a particular product is best inqtJality because a person who is also very well known in his/her field endorses it. The impact of these stars in advertisements enables the company to increase its sale. CHAPTER 3 I. RESEARCH METHODOLOGY II. RESEARCH OBJECTIVE The main objectives of the study are: 1. To assess current consumer sales promotion schemes in the market 2. To assess how consumers differentiate the products based on advertisements 3. To get an insight into retailers views regarding the schemes being offered in toilet soap category, and consumer perceptions 4. To study consumer perceptions regarding various schemes in this category and responses toward them. 5. To study the various methods of differentiation. 6. To analyze the methodology adopted by companies to target end consumers. 7. To address basic business questions like: Do companies have the right product/service to offer? How companies reach their customers? How the buying power can be created? To prepare new business strategies RESEARCH METHODOLOGY Methodology: Technique used for the survey is questionnaires, focus group discussions and interviews. In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario in toilet soap market and to tap perceptions of retailers and consumers. In order to address above mentioned objectives (i) study of secondary sources was carried out, 10(ii) in-depth interview of six retailers was undertaken and 11(iii) structured questionnaire was designed to seek consumer responses. Convenience sampling was used for both retailers as well as consumer studies. Six retailers ranging from small kirana store to supermarket were approached. All the retailers were located in the Noida. The respondents for consumer study were postgraduate students in the age group of 19-24 belonging to middle and upper middle and upper class. The total respondents were 30 in number. They were residing in hostel or as PG hence sole decision-makers for t his category. Also this age-group being more experimental and likely to be more deal prone, so their perceptions, preferences would give some insights to companies planning sales promotions targeted at them. Scope and Limitations: The geographical scope of the study was restricted to the NOIDA city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 30 consumers (student group) and 6 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive. CHAPTER 3 I. FMCG AN INTRODUCTION II. INDIAN CONTEXT III. MARKET OPPORTUNITIES IV. EVOLUTION AND CHARECTERSTICS FMCG -FAST MOVING CONSUMER GOODS BRIEF DECRIPTION OF INDIA FMCG MARKET MARKET OPPORTUNITIES IN FMCG: According to Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories EVOLUTION:  § 1950s-80s Low Investment in the sector Low purchasing power Govts emphasis on small scale sector HLL and other companys urbane focus  § Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the ‘sachet bug.  § Mushrooming of regional brands Nirma enters and changes the focus to ‘Value for Money in the 70s Post liberalization, Jyothi Laboratories, ‘Ghari Detergent and ‘Anchor toothpaste giving the nation-wide brands a run for their money. CHARECTERSTICS: FORECAST 2010:  § Rural and semi-urban  § 128 million population thrice the urban  § Market size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR)  § Increase penetration from the current less than 1%  § Problems in the rural sector * Low per capita disposable incomes * Large number of daily wage earners * Acute dependence on vagaries of monsoon * Seasonal consumption * Poor infrastructure roads and power supply  § Urban  § Market 16.5k to 35k Crores (Growth of 100% at 20%CAGR)  § Intense competition severe pressure on margins Focus on newer products, such as fruit juices Source: Assocham Report ‘Future Prospects of FMCG CHAPTER 5 I. UNDERSTANDING DIFFRENTIATION II. TYPES OF DIFFRENTIATION III. THE INDIAN CONTEXT I. II. UNDERSTANDING DIFFERENTIATION: Differentiation is the process of adding a set of meaningful and valued differences that distinguish a companys offering from those of its competitors. Differentiation is strongest when it satisfies all of the following criteria: 1. Important: the difference delivers a highly valued benefit to a sufficient number of buyers 2. Distinctive: the difference can be delivered in a clear way 3. Superior: the difference is a better way of obtaining a benefit 4. Pre-emptive: the difference cannot be easily copied 5. Affordable: the buyer can afford to pay for the difference 6. Profitable: the company will earn a return by maintaining the difference BRAND loyalty in fast moving consumer goods categories is a topical issue, with several brands resorting to price cuts across categories. More importantly, price cuts or sales promotion by themselves do not seem to have done much for brands in terms of sustaining brand loyalty. They may attract consumers in the short run: consumers may stock the brands and consumers new to the brand may try it. But over a period of time, a brands value may get diluted in consumers psyche, and will eventually lose a strong base of consumers. The following are some aspects of marketing mix elements and consumer behavior which could contribute to brand loyalty. Product differentiation If the products are differentiated in their characteristics and this difference is perceivable, there are chances of brand loyalty being formed based on satisfaction with greater performance or fit of product with needs. In this case, loyalty is driven by functional or symbolic benefits. Functional benefits would be specific tangible features of the product whereas symbolic benefits would be intangibles such as brand personality and `hedonistic value of purchase. Price differentiation If the price differentiation in the market is perceivable, price-led loyalty might exist in the market. Price-led loyalty is practised by supermarkets, airline companies and FMCG brands, which come out with frequent sales promotions based on freebies. Alternatively, price might be taken as an indicator of brand quality, and the customer might go in for higher priced options. Price-led loyalty has to be carefully considered with other marketing mix elements and the consumer should never perceive dilution, especially in low-priced bands. Hence, lower prices should create a sense of value through the product offerings as well as through communication. Branding activity If the category is organized and there is branding activity, there will be greater loyalty than there would have been if the category were unorganized. Branding activities can differentiate between brands on name, symbol, images and associations. Branding activity in this context refers to creating strong associations which will influence the consumers not only with regard to functional attributes but also with symbolism. Hamam soaps portrayal of its pure ingredients with the child and mother imagery is a good example of one of these dimensions. Branding activities in a broad sense could range from advertising to sales promotion and public relations involving several aspects. III. The Indian context The following were the observations from the literature survey and the examples chosen from the Indian context. The factors indicate that there will be a large segment of consumers for whom price-led loyalty will dominate. Hence there will be strong behavioural loyalty in the segment and only weak attitudinal loyalty. There is thus spurious loyalty in this sector. There is a moderate level of symbolic and functional differentiation which has been exploited by strong brands to build a loyal following. Examples of this include brands such as Dove, Ponds Dreamflower talcum powder, Gold Flake, Wills Navy Cut, Amul and Cadbury. These brands have probably built strong attitudinal loyalty through their brand personality and other brand building efforts. In the FMCG sector, brand habit is high whereas attitudinal loyalty is low. As creating attitudinal loyalty based on functional differentiation is difficult, symbolic differentiation is the key. Building strong brand personalities and associated symbolic benefits is important for crafting customer loyalty. The factors discussed cannot be treated in isolation: they are to provide a synergy to result in brand loyalty. The combination of these factors and the timing of the combination is the topical challenge which marketers face in an environment where loyalty is slowly eroding. Local challengers Some of the most successful FMCG brands in 2002 came, not from the stables of a Hindustan Lever and a Colgate, but from obscure regional players such as Kaleesuwari Refineries, Parakh Foods, Anchor Switchboards and Kanpur Detergents. Over the past couple of years, brands such as Gold Winner and Gemini in refined oils, Anchor White in toothpastes and Ghari in detergents have managed to sustain double digit growth rates, even as the market leaders have struggled to hold on to single digit growth rates for their brands. Yes, the comparison is unfair, as the local brands had a minuscule base to start with. But these brands have demonstrated it is not impossible for a new challenger to break into the traditional bastion of one or two large FMCG players. Traditionally, large FMCG categories in India have been dominated by just one or two players, who rule the roost by dint of their sheer financial muscle and distribution reach. But, of late, successful regional brands have been finding chinks in their armour. And how! Aggressive pricing In the edible oils market, as national players were forced to hike their selling prices in response to rising commodity prices, both Gemini and Gold Winner have used aggressive pricing to woo consumers away from the national brands. Packed tea too, has seen similar trends. The limited differentiation in grocery and the flexibility offered by a restricted area of operations have stood these companies in good stead. Anchor White, among the few debutants in the toothpaste market to garner a significant share, first wooed the retail trade with high distribution margins, and then used rock-bottom prices to lure consumers into trying the product. Though none of these companies can match the market leaders in adspend, they have used focused regional and local advertising to draw consumers attention to their brands. The mushrooming of local and regional media has undoubtedly helped the local players milk the most from their ad budgets. Banking on `power brands While the local brands have been adding to their brand portfolios, the market leaders have largely stayed off new product launches. In keeping with its power brand strategy, Hindustan Levers marketing strategies in 2002 revolved around rejigging and relaunching established brands such as Lifebuoy, Rin, Surf and Vim. The company phased out brands such as Sunlight in detergents, and Jai in toilet soaps, so as to focus better on its 30 power brands. The strategy appears to have worked, as brands such as Lifebuoy and Rin have moved into a higher growth trajectory after the relaunch. In fact, HLLs power brand strategy has found a few followers in the FMCG market, with companies such as Godrej Consumer also announcing plans to focus on a clutch of key brands. Streamlining and spend While the power brand strategy has helped the leading players put their marketing prowess behind their most important brands, it has not really helped them save on ad spend. For most FMCG companies, advertising and promotion spends in 2002 grew faster than their sales. In high penetration categories such as soaps, detergents and toothpastes, marketing efforts of the players revolved around persuading existing consumers to use more of the product or to upgrade to a higher-priced brand. The slew of 100 gm free for every 150 gm offers in toothpastes and the series of promos on the 2 kg packs of premium detergents were both intended to induce existing consumers of a product to pep up their usage of the brand. Companies operating in relatively low-penetration categories such as chocolates, shampoos and skin creams tailored their marketing strategies to bringing in new users, through scaled-down versions of their brands in affordable pack sizes. The low-priced Chocostik, a liquid chocolate in a small-sized pack, launched by Nestle India, has helped pep up the companys topline and is now a large contributor to the companys revenues. Nestle India is now trying out a similar small-sized Rs 5 pack for Maggi noodles. Shampoos have been among the few FMCG categories to register a positive growth rate in 2002, and growth in this category has been driven mainly by sachet packs and by scaled-down 50 ml bottles priced at less than Rs 10. Overall, the FMCG slowdown of the past three years has served a useful purpose. At one level, it has made sure that the dominant players in the market no longer enjoy unlimited pricing power, as they have in the past. There now appears to be a greater effort on the part of the players to hold selling prices and look at their own operations to save on cost. At another level, the emergence of the regional challengers has made sure that consumers of FMCG products have a few more choices in their purchases of essentials. Is selling soap the same as selling a TV? It isnt. The difference is how the particular product is sold and more importantly, how is it distributed. India is a unique market, where the manufacturers who deliver products at the doorstep, which is the ideal way to deliver anything, spoil our consumers. We have an extremely evolved distribution mechanism for most products. Different products are sent to the consumer differently. Depending on the number, the price of the product and the complexity of the selling process, they may vary from direct selling to selling through a channel that may have as many as four levels between the manufacturer and the consumer. A look at a few of them will show what it means to be a sales person of that product. Most FMCG (fast moving consumer goods) products are not hard-sold to the end consumers. Sales are built up largely by pull a technique using advertising and consumer promotion. The sell-in happens to the trade i.e. to various members of the distribution channel the CarryingForwarding/Super-stockist, the distributor, the wholesaler and most importantly the retailer, who is the interface with the end-consumer. This chain forms the most important link in getting the product economically to the consumers doorstep. A large MNC in the FMCG industry may be covering as many as 1 million outlets across the country with the help of thousands of distributors. Even a mid-sized company covers at the least 1 lakh outlets. Factoring in the vagaries of operating in more than 25 different states, each with its own sales tax complexities, different consumer needs, differences in the distribution structure, not forgetting differing octroi structures within a state, distribution is extremely complex in India. If the sell-in does not happen to this channel for whatever reason or is sub- optimal, a product is likely to fail. CHAPTER 3 I. UNDERSTANDING ADVERTISEMENT II. UNDERSTANDING SALES- PROMOTION III. CREATING DIFFRENTIATION THROUGH ADVERTISEMENT IV. PROBLEMS FACED BY MARKETERS I. UNDERSTANDING ADVERTISEMENTS Whether it is a serial in a regional satellite channel or a One Day International cricket match, there is a non-stop stream of advertisements, which clutter the commercial break. Well-established brands attempt to sustain brand recall while new ones try appealing to prospective consumers to get into their `consideration set. There are ads for children, housewives and youth. With advertising expenditure in the order of Rs. 8000 Crores per annum in the recent times and the proliferation of brands across categories, there is a strong need to consider the effectiveness of these advertisements. The idea is not to cease advertising but to consider how considering decisions would have to be considered with non-advertising alternatives. These non-advertising alternatives may also enable a brand to create and sustain consistent associations, which may be desirable in terms of long-term implications. A contemporary approach that creates a synergy between various aspects of a promotional mix (a dvertising included) provides a refreshing approach towards marketing communications. There may be several objectives of advertising and a promotional mix could be used in an innovative manner to address each of these objectives depending on the product category and target segment. Creating-brand-awareness When a new brand enters a category or creates a â€Å"new to the market† offering, it needs to create brand awareness. This would depend on whether the product is a consumable or a durable. The involvement level in a speci FMCG Market Analysis FMCG Market Analysis EXECUTIVE SUMMARY The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent  demand with more money and a new mindset. The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities so that appropriate differentiation can be used. Retailers stated that role of word of mouth and television advertising was very important in providing information inputs to the consumers regarding sales promotion activities. This perception of retailers was supported by the consumer unaided recall of sales promotion schemes which were widely advertised. The research concludes with the discussion of the results, managerial implications limitation of the study and future research directions. CHAPTER 1 INTRODUCTION I. ABOUT THE DISSERTATION INTRODUCTION Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents, â€Å"differentiation awareness† can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which consumers cannot â€Å"connect† may have a negative implication and if a brand â€Å"connects† consumers with its differentiation, it is likely to also differentiate itself in terms of getting identified with the consumer. A detergent or a washing machine, which claims â€Å"low water consumption† has to demonstrate this claim at a retail outlet especially given the fact that the quality of water varies across areas even in a specific geographical region. It is also essential that a good â€Å"differentiation proposition† result in a positive word-of-mouth. In a certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like Fair and Lovely built over the years still has a strong association with the category but under tremendous pressure from competitive brands and the most important criteria which these brands is the herbal touch associated with them. Herbal ingredients are becoming popular with consumers in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely had to launch its herbal variant (it used the same brand probably because of the brand equity built up over the years) . The interesting fact is the differentiation being conveyed by advertising. The original version uses an aspiration route in which the brands ultimate benefit is success through confidence. Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert  consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories. CHAPTER 2 I. LITERATURE REVIEW Impact of Effective Advertisement on Consumer Attitude Dr. F.R. Alexander Pravin Durai By going through this article I have come across some points which you should look upon. If you want to read the article it is present in the appendix. Following are some points:- Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements playa major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and · also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the consumer which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows:- When there is a favorable primary demand of particular product. When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target consumers in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the consumer may ensure that the advertisements are on the right track. Getting attracted towards the advertisements. Listening and observing the contents of the advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar consumers. In the article Dr. Alexander Told about a model which exemplifies the attitude or response of a consumer to an advertisement. Techniques of advertising for Fast Moving Consumer Goods Dr. Archi Mathur- Assistant lecturer, Department of Management Studies, National Law University, Jodhpur Dr. HK Bedi- Professor, Dean, Department of Management Studies, National Law University, Jodhpur This article shows how an advertiser can use different techniques of advertisements to show FMCG products. The techniques are as follows: Value added ads- In addition to providing information about the product; Value-added advertising transforms a product into something more appealing to consumers than the physical object produced in the factory. Therefore, it is a missing link between brand attributes and the customer perception, between product features and need fulfillment, .between benefits and values. Comparative ads- the advertiser compares the 2 brands of the same product category. The ad can be copied as the Pepsi and sprite example in the case. They have used the same story but both have them had a different approach. Informative ads- these ads are used to provide information to the consumer about different products and services. Health and Hygiene ads- these ads show that the product is taking care of the consumers health. It is emphasizing of the physical attribute of the product. What does the product do? How does it help you? The ad tells you all. These are some of the techniques. Lifestyle ads- Another way to. nave an impact on the consumers mind is portraying the life-style of a successful person. Humorous ads- Humor in the advertisement is normally kept in order to create a light, jovial and likely kind of an atmosphere Demographic ads- these ads are meant for different segments based on age, sex etc. Farex Cereal Food for infants is an advertisement targeted directly towards the infants, as it comprises a healthy food for them. It is also targeted indirectly towards the mother. Packaging ads- Advertisement is trying to lure the customers to buy their products on the basis of the way they are brought in front of the consumers eyes ie. Packaging. Dabur has brought in different flavors in the market of fruit juice. E.g. Mango, Pineapple, Orange, Mixed Fruit Jete. All these are in different packages, i.e. 50 ml, 1000 ml, etc. They claim that unlike other juices, which have preservatives in them, these products are without preservatives. Hence, the punch line is Real Fruit Juice. Price ads- Marketers also lure the customers by showing in an advertisement that a product is available at a lesser price without any compromise on the standard. Cadbury India advertised the 5-Star chocolate by offering 30% more chocolate in its 5-Star bar for the same price. Celebrity ads- Celebrities are mainly used in the advertisement either to lure the rural people in buying a particular product or in forcing the young generation to buy the products. This is also called endorsement advertising.,{t is also used in portraying that a particular product is best inqtJality because a person who is also very well known in his/her field endorses it. The impact of these stars in advertisements enables the company to increase its sale. CHAPTER 3 I. RESEARCH METHODOLOGY II. RESEARCH OBJECTIVE The main objectives of the study are: 1. To assess current consumer sales promotion schemes in the market 2. To assess how consumers differentiate the products based on advertisements 3. To get an insight into retailers views regarding the schemes being offered in toilet soap category, and consumer perceptions 4. To study consumer perceptions regarding various schemes in this category and responses toward them. 5. To study the various methods of differentiation. 6. To analyze the methodology adopted by companies to target end consumers. 7. To address basic business questions like: Do companies have the right product/service to offer? How companies reach their customers? How the buying power can be created? To prepare new business strategies RESEARCH METHODOLOGY Methodology: Technique used for the survey is questionnaires, focus group discussions and interviews. In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario in toilet soap market and to tap perceptions of retailers and consumers. In order to address above mentioned objectives (i) study of secondary sources was carried out, 10(ii) in-depth interview of six retailers was undertaken and 11(iii) structured questionnaire was designed to seek consumer responses. Convenience sampling was used for both retailers as well as consumer studies. Six retailers ranging from small kirana store to supermarket were approached. All the retailers were located in the Noida. The respondents for consumer study were postgraduate students in the age group of 19-24 belonging to middle and upper middle and upper class. The total respondents were 30 in number. They were residing in hostel or as PG hence sole decision-makers for t his category. Also this age-group being more experimental and likely to be more deal prone, so their perceptions, preferences would give some insights to companies planning sales promotions targeted at them. Scope and Limitations: The geographical scope of the study was restricted to the NOIDA city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 30 consumers (student group) and 6 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive. CHAPTER 3 I. FMCG AN INTRODUCTION II. INDIAN CONTEXT III. MARKET OPPORTUNITIES IV. EVOLUTION AND CHARECTERSTICS FMCG -FAST MOVING CONSUMER GOODS BRIEF DECRIPTION OF INDIA FMCG MARKET MARKET OPPORTUNITIES IN FMCG: According to Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories EVOLUTION:  § 1950s-80s Low Investment in the sector Low purchasing power Govts emphasis on small scale sector HLL and other companys urbane focus  § Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the ‘sachet bug.  § Mushrooming of regional brands Nirma enters and changes the focus to ‘Value for Money in the 70s Post liberalization, Jyothi Laboratories, ‘Ghari Detergent and ‘Anchor toothpaste giving the nation-wide brands a run for their money. CHARECTERSTICS: FORECAST 2010:  § Rural and semi-urban  § 128 million population thrice the urban  § Market size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR)  § Increase penetration from the current less than 1%  § Problems in the rural sector * Low per capita disposable incomes * Large number of daily wage earners * Acute dependence on vagaries of monsoon * Seasonal consumption * Poor infrastructure roads and power supply  § Urban  § Market 16.5k to 35k Crores (Growth of 100% at 20%CAGR)  § Intense competition severe pressure on margins Focus on newer products, such as fruit juices Source: Assocham Report ‘Future Prospects of FMCG CHAPTER 5 I. UNDERSTANDING DIFFRENTIATION II. TYPES OF DIFFRENTIATION III. THE INDIAN CONTEXT I. II. UNDERSTANDING DIFFERENTIATION: Differentiation is the process of adding a set of meaningful and valued differences that distinguish a companys offering from those of its competitors. Differentiation is strongest when it satisfies all of the following criteria: 1. Important: the difference delivers a highly valued benefit to a sufficient number of buyers 2. Distinctive: the difference can be delivered in a clear way 3. Superior: the difference is a better way of obtaining a benefit 4. Pre-emptive: the difference cannot be easily copied 5. Affordable: the buyer can afford to pay for the difference 6. Profitable: the company will earn a return by maintaining the difference BRAND loyalty in fast moving consumer goods categories is a topical issue, with several brands resorting to price cuts across categories. More importantly, price cuts or sales promotion by themselves do not seem to have done much for brands in terms of sustaining brand loyalty. They may attract consumers in the short run: consumers may stock the brands and consumers new to the brand may try it. But over a period of time, a brands value may get diluted in consumers psyche, and will eventually lose a strong base of consumers. The following are some aspects of marketing mix elements and consumer behavior which could contribute to brand loyalty. Product differentiation If the products are differentiated in their characteristics and this difference is perceivable, there are chances of brand loyalty being formed based on satisfaction with greater performance or fit of product with needs. In this case, loyalty is driven by functional or symbolic benefits. Functional benefits would be specific tangible features of the product whereas symbolic benefits would be intangibles such as brand personality and `hedonistic value of purchase. Price differentiation If the price differentiation in the market is perceivable, price-led loyalty might exist in the market. Price-led loyalty is practised by supermarkets, airline companies and FMCG brands, which come out with frequent sales promotions based on freebies. Alternatively, price might be taken as an indicator of brand quality, and the customer might go in for higher priced options. Price-led loyalty has to be carefully considered with other marketing mix elements and the consumer should never perceive dilution, especially in low-priced bands. Hence, lower prices should create a sense of value through the product offerings as well as through communication. Branding activity If the category is organized and there is branding activity, there will be greater loyalty than there would have been if the category were unorganized. Branding activities can differentiate between brands on name, symbol, images and associations. Branding activity in this context refers to creating strong associations which will influence the consumers not only with regard to functional attributes but also with symbolism. Hamam soaps portrayal of its pure ingredients with the child and mother imagery is a good example of one of these dimensions. Branding activities in a broad sense could range from advertising to sales promotion and public relations involving several aspects. III. The Indian context The following were the observations from the literature survey and the examples chosen from the Indian context. The factors indicate that there will be a large segment of consumers for whom price-led loyalty will dominate. Hence there will be strong behavioural loyalty in the segment and only weak attitudinal loyalty. There is thus spurious loyalty in this sector. There is a moderate level of symbolic and functional differentiation which has been exploited by strong brands to build a loyal following. Examples of this include brands such as Dove, Ponds Dreamflower talcum powder, Gold Flake, Wills Navy Cut, Amul and Cadbury. These brands have probably built strong attitudinal loyalty through their brand personality and other brand building efforts. In the FMCG sector, brand habit is high whereas attitudinal loyalty is low. As creating attitudinal loyalty based on functional differentiation is difficult, symbolic differentiation is the key. Building strong brand personalities and associated symbolic benefits is important for crafting customer loyalty. The factors discussed cannot be treated in isolation: they are to provide a synergy to result in brand loyalty. The combination of these factors and the timing of the combination is the topical challenge which marketers face in an environment where loyalty is slowly eroding. Local challengers Some of the most successful FMCG brands in 2002 came, not from the stables of a Hindustan Lever and a Colgate, but from obscure regional players such as Kaleesuwari Refineries, Parakh Foods, Anchor Switchboards and Kanpur Detergents. Over the past couple of years, brands such as Gold Winner and Gemini in refined oils, Anchor White in toothpastes and Ghari in detergents have managed to sustain double digit growth rates, even as the market leaders have struggled to hold on to single digit growth rates for their brands. Yes, the comparison is unfair, as the local brands had a minuscule base to start with. But these brands have demonstrated it is not impossible for a new challenger to break into the traditional bastion of one or two large FMCG players. Traditionally, large FMCG categories in India have been dominated by just one or two players, who rule the roost by dint of their sheer financial muscle and distribution reach. But, of late, successful regional brands have been finding chinks in their armour. And how! Aggressive pricing In the edible oils market, as national players were forced to hike their selling prices in response to rising commodity prices, both Gemini and Gold Winner have used aggressive pricing to woo consumers away from the national brands. Packed tea too, has seen similar trends. The limited differentiation in grocery and the flexibility offered by a restricted area of operations have stood these companies in good stead. Anchor White, among the few debutants in the toothpaste market to garner a significant share, first wooed the retail trade with high distribution margins, and then used rock-bottom prices to lure consumers into trying the product. Though none of these companies can match the market leaders in adspend, they have used focused regional and local advertising to draw consumers attention to their brands. The mushrooming of local and regional media has undoubtedly helped the local players milk the most from their ad budgets. Banking on `power brands While the local brands have been adding to their brand portfolios, the market leaders have largely stayed off new product launches. In keeping with its power brand strategy, Hindustan Levers marketing strategies in 2002 revolved around rejigging and relaunching established brands such as Lifebuoy, Rin, Surf and Vim. The company phased out brands such as Sunlight in detergents, and Jai in toilet soaps, so as to focus better on its 30 power brands. The strategy appears to have worked, as brands such as Lifebuoy and Rin have moved into a higher growth trajectory after the relaunch. In fact, HLLs power brand strategy has found a few followers in the FMCG market, with companies such as Godrej Consumer also announcing plans to focus on a clutch of key brands. Streamlining and spend While the power brand strategy has helped the leading players put their marketing prowess behind their most important brands, it has not really helped them save on ad spend. For most FMCG companies, advertising and promotion spends in 2002 grew faster than their sales. In high penetration categories such as soaps, detergents and toothpastes, marketing efforts of the players revolved around persuading existing consumers to use more of the product or to upgrade to a higher-priced brand. The slew of 100 gm free for every 150 gm offers in toothpastes and the series of promos on the 2 kg packs of premium detergents were both intended to induce existing consumers of a product to pep up their usage of the brand. Companies operating in relatively low-penetration categories such as chocolates, shampoos and skin creams tailored their marketing strategies to bringing in new users, through scaled-down versions of their brands in affordable pack sizes. The low-priced Chocostik, a liquid chocolate in a small-sized pack, launched by Nestle India, has helped pep up the companys topline and is now a large contributor to the companys revenues. Nestle India is now trying out a similar small-sized Rs 5 pack for Maggi noodles. Shampoos have been among the few FMCG categories to register a positive growth rate in 2002, and growth in this category has been driven mainly by sachet packs and by scaled-down 50 ml bottles priced at less than Rs 10. Overall, the FMCG slowdown of the past three years has served a useful purpose. At one level, it has made sure that the dominant players in the market no longer enjoy unlimited pricing power, as they have in the past. There now appears to be a greater effort on the part of the players to hold selling prices and look at their own operations to save on cost. At another level, the emergence of the regional challengers has made sure that consumers of FMCG products have a few more choices in their purchases of essentials. Is selling soap the same as selling a TV? It isnt. The difference is how the particular product is sold and more importantly, how is it distributed. India is a unique market, where the manufacturers who deliver products at the doorstep, which is the ideal way to deliver anything, spoil our consumers. We have an extremely evolved distribution mechanism for most products. Different products are sent to the consumer differently. Depending on the number, the price of the product and the complexity of the selling process, they may vary from direct selling to selling through a channel that may have as many as four levels between the manufacturer and the consumer. A look at a few of them will show what it means to be a sales person of that product. Most FMCG (fast moving consumer goods) products are not hard-sold to the end consumers. Sales are built up largely by pull a technique using advertising and consumer promotion. The sell-in happens to the trade i.e. to various members of the distribution channel the CarryingForwarding/Super-stockist, the distributor, the wholesaler and most importantly the retailer, who is the interface with the end-consumer. This chain forms the most important link in getting the product economically to the consumers doorstep. A large MNC in the FMCG industry may be covering as many as 1 million outlets across the country with the help of thousands of distributors. Even a mid-sized company covers at the least 1 lakh outlets. Factoring in the vagaries of operating in more than 25 different states, each with its own sales tax complexities, different consumer needs, differences in the distribution structure, not forgetting differing octroi structures within a state, distribution is extremely complex in India. If the sell-in does not happen to this channel for whatever reason or is sub- optimal, a product is likely to fail. CHAPTER 3 I. UNDERSTANDING ADVERTISEMENT II. UNDERSTANDING SALES- PROMOTION III. CREATING DIFFRENTIATION THROUGH ADVERTISEMENT IV. PROBLEMS FACED BY MARKETERS I. UNDERSTANDING ADVERTISEMENTS Whether it is a serial in a regional satellite channel or a One Day International cricket match, there is a non-stop stream of advertisements, which clutter the commercial break. Well-established brands attempt to sustain brand recall while new ones try appealing to prospective consumers to get into their `consideration set. There are ads for children, housewives and youth. With advertising expenditure in the order of Rs. 8000 Crores per annum in the recent times and the proliferation of brands across categories, there is a strong need to consider the effectiveness of these advertisements. The idea is not to cease advertising but to consider how considering decisions would have to be considered with non-advertising alternatives. These non-advertising alternatives may also enable a brand to create and sustain consistent associations, which may be desirable in terms of long-term implications. A contemporary approach that creates a synergy between various aspects of a promotional mix (a dvertising included) provides a refreshing approach towards marketing communications. There may be several objectives of advertising and a promotional mix could be used in an innovative manner to address each of these objectives depending on the product category and target segment. Creating-brand-awareness When a new brand enters a category or creates a â€Å"new to the market† offering, it needs to create brand awareness. This would depend on whether the product is a consumable or a durable. The involvement level in a speci