A critical review of Delayed Auditory Feedback as a means of managing Essay - 1

A critical review of Delayed Auditory Feedback as a means of managing a speech dysfluency - Essay Example (Craig et al., 2002) Approximately 80% adult stutterers are men. Only 20% are women. (Yairi, 2005) The goal of DAF therapy is to increase the length and complexity of utterance with the use of the device. As soon as there is a sign of improvement in the patient’s stuttering of speech, the patient will then be advice to limit the need for speech therapy sessions. In line with this study, the general facts about stuttering, how Delayed Auditory Feedback (DAF) works, the effectiveness of DAF devices, long-term effects of the using DAF devices, and the advantages of using DAF devices will be discussed thoroughly. Stuttering is a speech fluency disorder that is normally characterized by prolonged frequent repetitions, and pauses that could interfere with the normal flow of speech. When a stutterer speaks, his/her speech is usually broken down by repetition of words (th-th-that way), prolongations (llllike this), or abnormal stoppage (no sound) of sounds and syllables. Unusual facial and body movements could also be associated with the person’s effort to speak. Several theories with regards to the causes of stuttering have been developed in the past. Some people view stuttering as a syndrome of neurological disturbances even though there are times that stuttering can be triggered by our emotions or by an emotional and/or situational events. (Braun et al., 1997) For this reason, stuttering can be related to both neurological and physiological by nature. Other people view it as a learned behavior wherein a child is in the middle of learning and developing his/her speech. In rare cases, stuttering has been suspected to have a connection with psychological problems. These theories have never been scientifically proven. In the past, stuttering has been widely related to genetic factors. (Cummings et al., 1996) However, the degree to which stuttering is related to genetic factors, environmental factors, or both still remains to be unknown. Due to

Modernism and Postmodernism in Product Design Essay Example for Free

Modernism and Postmodernism in Product Design Essay Modernism and Postmodernism are two important thought in design. The Postmodernism is evolution from the Modernism. The modern movement of the 1930s through post-modernism of the 1960s. Although that in this modern society, it is still using Modernist and Postmodernist design. Modernism and Postmodernism have their own principles and sign. In the following paragraph, I will go to identify the different between Modernism and Postmodernism in product design. And also analyze each Modernist and Postmodernist product. Firstly, the period of Modernism started in beginning of 20 century. Modernism occurred in 1930s. It influenced by Bauhaus design principles in 1919. Its founder was Walter Gropius. The inspiration come from Russian Constructrism and De Stijl and search for clear similar idea to De Stijl. There are 3 important principles; form follows function, economy of form and truth to materials. That function became the fundamental beliefs of modernism. Therefore modernist product designs are base on function. Its products are more practicality. Modernism is object too much superfluous decorate. (Mattox 1995, [Online]) It is advocate simplify, geometric, clear, neat and tiny. It usually presents the meaning in directly (Mattox 1995, [Online]) The material of modernist design is stress on good quality. Therefore all of the modernist designs take on geometric, simplify and functional (Mattox 1995, [Online]) Now I am going to talk about some modernist product. Chris Everard 2000, in Wilhide 2000, p.37 The first of the modernist product is a lamp. It calls AJ Visor. It was designed by Arne Jacobsen in 1956. He is a modernist designer. When he established his own practice in 1930, he introduced the modernist aesthetic to Denmark (Wilhide 2000, p.37) His style is simple. This lamp looks simple. It has a metal shade and it is steeply angled. The minimalism of the stand and the stem give that look alertness and focus. (Wilhide 2000, p.37) This design based on the function, it can provide the concentrated directional lighting for reading. The metal shade like a visor, it can shield the eyes from the glare of the light. Metal is a one of the modernistic material. The base is circular and it cut out a circle in the base. It can balance the lamp to stand. (Wilhide 2000, p.36) Overall, it is poise and refinement. (Wilhide 2000, p.37) It uses the white colour and simple shape to make user feel an elegant and simple life style. Therefore it is a modernist design. Chris Everard 2000, in Wilhide 2000, p.32 Chris Everard 2000, in Wilhide 2000, p.33 The second modernist product is a light. It calls Tube light. It was designed by Eileen Gray in 1927. She is a modernist. Her style is simple and elegant. She likes to use some new materials in her period such as tubular steel. (Wilhide 2000, p.32) This light has a long light tube. The tube supported by slim chromium plated steel frame. This kind of material is a good quality in her period. It looks simple and it no more decoration. In this design, it base on function. The only one function is for lighting. From this light, it show that Gray expect have a simple, harmonious and comfortable life. (Wilhide 2000, p.33) This light is a typical of modernist design. Barcelona, in Stimpson 1987, p.69 The third modernist product going to analyze is a table. It called Barcelona. It was designed by Ludwig Mies van der Rohe in 1930. It designed for the Tugendhat House. (Stimpson 1987, p.69) It made of flat bar steel and it has a joint welded in X shape be the frame. It has a glass top be the surface of the table. (Stimpson 1987, p.69) It is a simple and traditional table. It shape in square and has four legs. The surface of the table is flat and square. It is a practical table. Therefore, this table proof that the modernist design is geometric, simplify and functional one more time. And also meaning modernist designer expect have a simple life style. Wassily Chair, DWR [online] The last modernist product is this chair, called Wassily Chair. It was designed by Marcel Breuer in 1925. The Breuer Wassily has few equals. However, Marcel Breuer may not be as famous as his modernist contemporaries Mies van der Rohe and Le Corbusier, he was certainly as brilliant a furniture designer. (DWR, [online]). The first bent tubular-steel chair ever, is a case in point; all first tries should be this good. (DWR, [online]) The chair is using the daring and fresh colour to printing. That can animated character brings life to any residence or office. This is a modernist product. Secondly, Postmodernist: Decoration and appropriation, the return of narrative and content. (Postmodernism 2001, [online]) The period of Postmodernism is start at the end of 20 Century. Postmodernism is stress on the decoration and the looking. Their design is base on their feeling and what the meaning they want to present. It was also not affect by popular culture. Each Postmodernist design or product can be present each designers thought and their own culture. They like to develop some classic or modernism design to Postmodernism. (Chan 2000, [online]) Postmodernist design is not usually presents the meaning in directly. It means the meaning is not clear. The material of Postmodernist design is depending on the designer. They use everything which can be present their feeling and meaning to make the Postmodernist Product. Therefore Postmodernist design is advocate progressive, Contextual, multiple view, complexity and abstract. (Mattox 1995, [Online]) Now I am going to give some exa mple to prove my definition. Alessi SpA, in Collins 1994, p.140 The first of the postmodernist design go to discuss is a set of tea and coffee service. It call Aircraft carrier. It was designed by Hans Hollein in 1983. The whole set of tea and coffee service is made by silver. The teapot and cups is position on its carrier-shaped tray. The teapot is shaped like a plane. The idea of this tea and coffee service is from the Aircraft carrier. The cups and teapot seem like it ready to take off in the users hands. (Collins 1994, p.140) In this product, designer develops the shape of cups, teapot and the tray to unlike other tea and coffee service to achieve meaning which he wants to present. He also use the silver be the material It can present the Aircraft carrier is cool. (Collins 1994, p.140) This design is base on the designers feeling and his meaning which he wants to present. From this we can distinguish this is a postmodernist design. Alessi SpA, in Collins 1994, p.137 The second postmodernist product is a kettle. It called Bollitore. It was designed by Richard Sapper in 1983. It made by stainless-steel. It have a dome-shaped body and with a whistle in the drain of the kettle which shape like the end of a Wild West six-shooter. When the water boiling, the kettle can produce the sound of an American steam locomotive. (Collins 1994, p.136) The shape of the handle looks like the cockscomb. The idea of this kettle is come from the Wild West in American. In this kettle, designer use the Wild West six-shooter shape and the sound of American steam locomotive to achieve the meaning which he want to present. (Collins 1994, p.136) From this we also can distinguish this is a postmodernist design. Chair_one, unica home [online] The third postmodernist product is Chair_one. It was designed by Konstantin Grcic 2003. This is a brand new product. The chair_one is an exceptionally versatile indoor or outdoor seating system. (Unica home, [online]) It can use in different version such as fixed, swivel and stacking. And it made by strong aluminum, cataphoretically-treated and painted in red, white or anthracite polyester powder. (Unica home, [online]) The chair shape likes skeleton. It can present the designer meaning and feeling. Actually this chair is for the decoration more than the functionally. Thurs, this is a postmodernist design. Torso armchair and sofa, unica home [online] The final product is an armchair and sofa. It was designed by Paolo Deganello in 1982. It was a cassina collection with the series offer armchairs and sofa with steel structure, polyurethane foam and polyester padding upholstered in either fabric or leather and attached to the frame by elastic webbing. (Unica Home, [online]) The armchair can be a bed It used the bright colour to be more attractive. The customers can choose any colour of the chair. The designer wanted to present the freedom of the life. This is a postmodernist design. In my conclusion, Modernism and Postmodernism have there own principles. Under my research, I find out the main idea of Modernism is base on the function and present the meaning directly and clearly. It advocates simple design. It also objects too much decorates (Mattox 1995, [Online]). The idea of Postmodernism is base on the decoration and the looking. It advocates individual creative thinking and not present the meaning directly and clearly (Nip 2001, [online]). Overall, Modernism and Postmodernism have their own characteristic. They can let designer bring more idea. Bibliography Bicket, 1998, Modernism and Postmodernism Some Symptoms Useful Distinctions, [online], (21/05/1998 update), available: http://www.geneseo.edu/~bicket/panop/modpomo.htm (10/08/2004 access date) (Bicket 1998, [online]) Chan Kai Fung, 2000, The style of Postmodernism, [online], (1/10/2000 update), available: http://ktgss.edu.hk/academic/art_and_design/2000s3d/chankaifung/a1.htm (10/08/2004 access date) (Chan 2000, [online]) Collins, Michael, 1994, Towards Post-Modernism Design since 1851, British Museum Press, London (Collins 1994, p. ) Design within research, [online], (10/08/2004 update), available: http://www.dwr.com/productdetail.cfm?id=4070 (DWR, [online]) Nip Yan Choi, 2001, Talking about Postmodernism, [online], (10/08/2004 update), available: http://new.ccea.org.tw/excel/comunication/soc/19.htm (10/08/2004 access date) (Nip 2001, [online]) Postmodernism, [online], (04/2001 update), available: http://retrokat.com/rescue/class/10787/wk02.htm (10/08/2004 access date) (Postmodernism 2001, [online]) Stimpson, Miriam 1987, Modern Furniture Classics, The Architectural Press Ltd., London (Stimpson 1987, p.) Wilhide, Elizabeth 2000, Living With Modern Classics, The Light, Watson-Guptill Publications, New York (Wilhide 2000, p.) Unica Home, [online], (10/08/2004 update), available: www.unicahome.com/ catalog/item.asp?id=12972 (10/08/2004 access date)

Marketing Plan for Launching a Chocolate Brand India

Marketing Plan for Launching a Chocolate Brand India India is on the move and so are the markets in India. Apart from economic changes. India is also facing social changes like changes in life style, hobbies etc. New fashions, Advertisements holidays, etc. are in today. Further, food habits of Indians are changing rapidly. Chocolates, which were believed to be kids preference, are now being consumed by kids, teenagers, and adults. Chocolate market in India (Currently 20,000 tones is growing at the rate of 22% annually). To take advantage of the growing market, international confectionery companies are getting ready to woo the proverbial Indian Sweet tooth. An influx of worlds leading Chocolate players is expected. Further, since Confederation of Indian Industry (CII) is a representative body of the Indian Industry, it receives its inquiries for pertinent marketing information from various domestic and international players, who want to invest in India. In the above context, the prime objective of this report is to prepare a marketing plan for any brand that is planning to enter the India Chocolate Market. Therefore, this report is generic (broad based) to the extent that it does not focus on any single brand. However, this may prove to be a relevant marketing guide for any brand launch in India. METHODOLOGY As mentioned earlier, the objective of the study is to formulate a Marketing Strategy for any new entrant in the Indian Chocolate Industry. While recommending the said strategy detailed information from both primary and secondary sources was collected and analyzed. This included: Primary Sources Four level primary information collections were undertaken. These were: In order to get relevant information regarding competition, executives of the following chocolate players in the market were interviewed: Mr. Sanjay Verkey, Branch Manager, Cadburys India Ltd., ANZ Grindlays Building, Connaught Place, New Delhi. Information: Cadburys profile, products, distribution, etc. Mr. Verma, Sarura Business (I) Ltd., Panchsheel Vihar, New Delhi, the company that has launched Mars Inc. brands (imported) in India. Information: Complete marketing strategy-since, imported chocolates marketing is a new concept Mr. N Bohidar, Manager Corporate Communication, Nestle India Ltd., Connaught Place, New Delhi To analyze buying behavior and in order to gain an insight into the buyer need-satisfaction level, a questionnaire was formulated and administered among 80 people. The profile of the respondents was as follows: Consumers of chocolates 12 years + in Delhi. This was since; chocolate consumption was witnessed amongst all age groups. A distributor was also interviewed so as to get pertinent information regarding the most important P of FMCG marketing Place, information provided by Mr. Rajesh Mittal, Ex-distributor of Nestle India (Rohini district), was extremely helpful in recommending the distribution strategy. Extensive interviews were conducted with retailers in the Naraina Vihar area. These included pan shops, bakeries, departmental stores, etc. they provided information on various facts of chocolate distribution such as point of purchase material (dispensers etc.), infrastructure problems, critical informational regarding the policies of the present players in the market, etc. Secondary Sources A number of secondary sources of information were used. These were: Mr. M.N. Rao, Secretary, Indian Confectionary Manufacturers Association, Sugar House, Nehru Place, New Delhi. Information: Industry statistics, problems facing the industry, future outlook, etc. Also measures being adopted for cocoa production development. Confederation of Indian Industries reports. PHDCCI FICCI library. Internet websites of Cadburys, Nestle and indiainfoline.com, askjeeves.com Extensive use of secondary information in the form of magazines/journals/newspapers clippings, such as Business World, Business Today, Business India, AM, Brand Equity, Economic Times, etc. The methodology adopted was as follows: Industry scenario Sketch (utilizing secondary information) Extensive interviews held with Primary/Secondary Sources (Companies/Chocolate manufacturers Association) Interview with ex-distributor of Nestle India Ltd. Extensive retailer interviews in Naraina Area Formulation and administration of a questionnaire Formulation of the Recommended Strategy on the basis of the above mentioned Primary and Secondary Information Limitations of the study Since, the administration of the questionnaire was restricted to Delhi, results may provide an urban view of the buying behavior and the like. Also, secondary sources were used for information regarding Amul. Industry scenario was also drawn up, utilizing secondary information. THE INDUSTRY SCENARIO With the entry of multinationals, and home companies sprucing up their act, the confectionary market is booming. Mckinsey has estimated the confectionary industry to touch a whopping Rs.8500 cr. by the year 2009. Till the eighties, the chocolate market was small and the product category itself was fuzzy. In the eighties, Cadburys the virtual monopolist had decided to focus its efforts on making chocolates a distinct category with an identity of its own. And the marketer had sharply positioned its product at children to do that. Hence, chocolates bore an only for kids tag, and kept adults at bay. By the end of the eighties, Cadburys still ruled the roost with over 80 % market share. And though several brands like Amul and Campco tried to break into the market, none of them had succeeded in shaking the leaders grip. In fact, Cadburys had become a brand virtually generic to chocolates. Then chocolates were used to reward and reinforce positive behavior and hence were categorized as a luxury reserved for special occasions. This was, a stark contrast to the west where chocolates were snacked on, eaten as mini meals or just to suppress pangs of hunger. But constant working by players like Cadburys (re-launch of Cadburys Dairy Milk targeting adults and as a casual any-time buy) and Nestle towards exploding the myth that chocolates are meant for children only has resulted in the segment booming. Trends in the Industry With socio-economic changes rapidly taking place, the young and not so young population will lead a new life style and chocolate eating is definitely going to be widespread and acceptable. In the industry, both population and family incomes as well as urbanization are on the increase. There has been a significant growth in the middle class, with 5.8 million people having upgraded to the quoted middle class. There is quantified data on FMCG usage having increased (NRS -VI IRS 98 figures) Thanks to the above reasons the growth in the chocolate market is estimated to be at 28% in 2009. But marketers in the industry are looking forward to a much higher growth rate, as Indias per capita consumption of chocolates is only 15 Gms. Versus 6 kg in the west. The Industry Chronology Year Demand Rupee Growth Rate 1990 12000 tones 350 cr. 2 % 1994 Excise duty increased to 15 % 13 % Excise duty further increases to 28.75 % Cocoa Prices Zoom Drops to 6 % 1995 Excise duty reduced to 25%, further to 20% and finally to 18%. Import Nestle launches Kit-Kat sets up a new unit. Production arrangement with CAMPCO continues. Mars selects production site. 1996 Market zooms up due to greater marketing thrust by players (especially Cadburys) Chocolates Selected import item 22 % 1998 Chocolates Open general license 20000 tones 22 % 2003 Quantitative restriction lifted 32000 tones 22 % The Indian Chocolate market can be sliced into four parts. Moulded Chocolate Segment comprising slab chocolates like Dairy Milk chocolates, etc. These are made by pouring the ingredients into moulds. Countline Segment comprising bars like 5 star, Bar One, Perk, Kit Kat, etc. These have ingredients other then chocolate and are usually bar shaped, making for chunky bites. Choco-Panned Segment comprising chocolate forms like Butterscotch, Nutties, Tiffins, etc. Panned varieties have different cores/centers, which are covered with a layer of chocolate. Sugar-Panned Segment comprising chocolate forms such as Gems, Chocolate à ©clairs, etc. These generally have a sugar coating on the outside. The Chocolate industry has grown from 12000 tonnes in 1990 to around 32000 tonnes in 2001. The rejuvenation exercise of Cadburys, was one of the key reasons behind the churning up of the countrys Rs. 350 crore chocolate market to a growth rate of 22% in 1996, from a mere 2% two years earlier. Chocolate Market Shares Interestingly, kaira district cooperative Milk Producers Ltd. (KDCMPL) the manufacturer of Amul chocolate is selling whatever it produces. Limited capacity is also a reason for the share it has. However, Amuls memorable advertising campaign positioning it as a A Gift for someone you love, saw the sales graph rising. Amuls sales grew by 39% then. Ever since, Amul has maintained a low profile. It can further be seen that Amul (see findings). Other Domestic Players The only other organized player in the market is Campco, which has an insignificant share of the market. It is supplying its production to Nestle. Apart from this Campco did come up with its new brands like Treat. But crunch of resources grossly effected the pace of the company and is hardly to be heard of today. CHOCOLATE LAUNCHES OVER THE YEARS 1956 Cadburys Milk Chocolate launched 1967 Cadburys 5 Star launched 1970 Cadburys Éclairs launched 1974 Amul chocolates launched 1986 Cadburys milk chocolate re-launched as Cadburys dairy milk (CDM) 1991 Nestle chocolates launched. Cadbury counters Nestlà ©s entry with all silk, and unfurls huge consumer promotion campaign. CDM revamped. Nestle launches Milky Bar; Cadbury counters with Creamy Bar. 1994 Cadburys Real Taste of Life and 5 Stars Reach for the Stars campaign rolled out. Éclairs revamped and renamed Dairy Milk Eclairs. 1995 Cadbury launches Perk, pre-empting Nestles Kit Kat. Overtures is withdrawn. 1998 Market growth rate tops 40 percent per annum. IMPORTED BRANDS Considering the high growth potential, various multinationals wanted to set up facilities in India (Mars being one of them). However, shortage of cocoa, seasonality in demand, and the absence of a proper cold chain deterred them from investing in India. The government also moved the import of chocolates from special item list to open general license category. The duty structure was also reduced. This resulted in making import of foreign brands easier and price competitive. Due the above, mars inc.- the US giant, who had decided to set up facilities in 1995 (the site for which was also selected), decided to postpone its investment plans. An alternate strategy was formulated to import Mars chocolate brands into India through Sarura Business (I) Ltd. Sarura, which came into existence about and year ago, imports Mars brands and sells through its own distribution network. Highlights of the strategy being followed are mentioned below: Imports Mars brands every 40 days, after careful demand analysis. Takes 20 to 22 days to reach India. Duty structure Customs Duty 40% Counter vailing Duty (a form of excise) 2% Special Duty (Surcharge) 3% The import duty on finished product is expected to come down to 20-25 % in a phased manner. Distribution Logistics The company has its operations being controlled from Delhi. A typical FMCG distribution chain is being utilized. This includes- Carrying Forwarding Agents Distributors Retailers and Wholesalers (about 5000 as of now) Consumers In Delhi, the company reaches the retailers and the wholesalers on its own. It operates about 3 vans, and each other retailer is serviced twice a month. MARKETING OBJECTIVES Short Term Objectives Taking into consideration the growth rate of the market competition with major brands, the marketing objectives can be as under: To introduce chocolates in various new flavors. To make a place in consumers mind. To provide quality chocolates at affordable price. To achieve a market share of around 15% by the end of two years of operation by the means of 7.5% by creating the new market. 7.5% by taking competitors share. Long Term Objectives Investing in strengthening the grass root level operations like cocoa farming, milk collection and storage. A broad product portfolio, a large and efficient RD department, decentralized management, etc. Nestle has about 2000 distributors in 1700 towns and more than 500,000 retail outlets to match this MARKET RESEARCH In order to recommend and execute an effective strategy for marketing of goods services, a systematic market research needs to be undertaken. The buyer preference research would play a vital role in the assessment of consumers taste/purchase habits and a better understanding of the consumers mind. In fact the strategy formulation/recommendations in this report of the marketing mix relies heavily on these research findings. A questionnaire was administered (as mentioned in the Methodology) amongst people of different age groups and professions. Results from this research provided interesting cues, which were extremely beneficial in the formulation of the recommended marketing mix. The main object of this research/questionnaire were as follows: To find out the current taste/chocolate eating habits. To find out the extent of brand loyalty. To get feedback of consumers perception about flavors and conventional outlets. To find out extent of price sensitivity. Retail outlet preference. Brand preference etc. OBSERVATIONS Based on the basis of the questionnaire research, some of the facts that came to the fore have been listed below. These research findings played a key role in the development of the recommended marketing strategy. AWARENESS PURCHASE PREFERENCE Top of Mind Awareness Purchase Preference What influenced you to buy the selected brand PURCHASE BEHAVIOUR Reasons for Purchase Chocolates A gift to a love one As a gift it is for IMPULSE DRIVEN Most of my chocolate purchases are preplanned I often pick up chocolates while I make other purchases REINFORCING IMPULSE PURCHASE IMPORTANCE OF ATTRIBUTES PERCEPTUAL MAPS Importance of various Attributes in Chocolates Rank of Chocolates on various attributes Attributes 1 2 3 4 5 Taste CDM KitKat 5 Star Perk Amul Quality KitKat CDM Perk 5 Star Amul Packaging KitKat CDM 5 Star Perk Amul Price Perk 5 Star KitKat Amul CDM Flavor KitKat CDM Amul Perk 5 Star Add-ons KitKat Perk CDM 5 Star Amul Brand image CDM KitKat Perk 5 Star Amul PRODUCT RELATED Taste Preference Size Usage. What size of a chocolate go you normally buy- PRICE RELATED Suitable price for a 40 gms Chocolate Price Perception. The price of most preferred brand is Price sensitivity (Elasticity). If price of your favorite brand is reduced. You will buy more of it Price sensitivity. If the favorite brand is few Rs. Expensive would you to go for it ADVERTISING/PROMOTION RELATED Advertisement Recall Test Unaided Most like Ads Unaided Whether, sales promotion would affect your purchase decision Band loyalty. If a particular brand is not available, you will: If you want to buy a wafer chocolate, say Kitkat and if it is not available, you would settle for a Bar/Moulded chocolate say 5 Star or CDM CHOCOLATE BRANDS IN INDIA Are you happy with the kind of chocolate brand available in India PLACE RELATED Outlet Preference DEMOGRAPHIC PROFILE OF THE RESPONDENTS Age Sex Marital Status Occupation Monthly income Michael Porters Model for Competitive Advantage There should be continuous efforts towards competence by drawing down costs and improving product quality. According to Michael Porters 5 point model for competitive edge, any corporate entity needs to counter threats posed by the following five market forces. The Corporate Entity Potential Entrants Competitors Activities Suppliers Buyers Substitutes Potential Entrants With the increase in growth rate of the market and wide spread acceptance of chocolates in Indian market, companies like Mars, Sara Lee etc. are eyeing the chocolate market. American Hershey foods etc., also plans to enter in it. Though these companies would facilitate further growth of the market, they would also want a share of the pie. Further, a favourable duty structure would facilitate import of international products than new manufacturing units being set up. MARKETING MIX The objective of the marketing mix developed is: To develop a product that is available, affordable, based on local raw material, and adapted to the taste the nutritional habits of the population. The elements of the mix Product, Price, Place Promotion have been entailed below: Product As mentioned earlier, the two most important segments of the market are moulded and countline segment (segments have a high share of the market). Also, it can be seen in the findings, the Indian consumer does not recognize the difference between moulded and countline segment. Further, a key decision that needs to be taken is to decide whether to have a core brand focus of have a plethora of brands. Here, it would be advisable to launch a complete basket of products covering both the countline and the moulded chocolate segment (at least if not Panned). A range of brands can help cushion out risks over the entire offering. Also, it has been that to sustain in the long term, a complete portfolio of chocolates for every taste is essential. However, a concentration strategy may be adopted in the first phase, focusing on one core flagship brand. The various product attributes have been mentioned below: Stipulations regarding the use of Hydrogenated Vegetable Oil HVO (since it contains nickel) may be adhered to. Nickel in chocolates can cause cancer. However, research is still on to prove this. Product formulation should keep this aspect in mind. Packaging: The packages or the cover packs, of the brands can be in Blue, Green and Red color which represents a fun element. The packaging should MARKET TESTING PLAN It would reduce the risk of failure in the market where it goes national, by validating the marketing mix. Facilitate validation of positioning. Allow corrective action through incorporation of consumer feedback. For test marketing the chocolates, the plan may be as follows: Test Objectives: To validate the brand names, new outlets, etc. and to measure the sales volume, pricing and promotion policy. Competitor reaction can also be analyzed. The product may be launched in Bombay (as a soft test launch). This selection was based on: Bombay is uniformly represented by the target segment. Competitor activity is high. Also, Nestle was able to wrest a significant market share from Cadburys when it was launched. Bombay is representative of the target segment. IMPLEMENTATION A Well-designed marketing plan counts for nothing, if not implemented properly. Success in the market place depends upon the way the plan is implemented. The launch is recommended to be before winters-say September or October, since- That period would facilitate high Diwali sales, and FUTURE OUTLOOK The growth and expansion of the Indian chocolate market in the past has been hampered, due to stiff excise duties on chocolates (at 18 percent while other agro based products are being charged as low as 8% and a few, even 0% excise) and non-availability of quality cocoa in the country. Also, import of chocolates has been put in the OGL category, with duties being reduced (in a phased manner). The industry has made recommendations to the Indian government to go back to the special item list category, in order to safeguard the domestic industry. However, continuous marketing focus by the players in the market has resulted in the industry looking up like never before. These companies/brands have become much more market savvy. The Indian chocolate market is transforming and new players (Sara Lee is planning to set up base in India) are entering the market. Hence, considering the low per capita consumption of chocolates, the future of the industry seems to upbeat.

Free Flow of Capital in Developing Countries Essay -- Essays Papers

Free Flow of Capital in Developing Countries Today, there are very few who argue against free trade, however, the idea of capital mobility to and from developing countries is a highly debated issue. Capital is the financing(money) or goods, used to produce other goods. Capital can further be split among capital debt and capital equity/finance. Equity capital or financing, is money raised by a business in exchange for a share of ownership. Ownership is achieved through shares of stock. Debt capital is represented by funds borrowed by a business that must be repaid over a period of time, usually with interest. Typically, short term debt is of less concern because if stockholders sell out, the value of the stock falls and the stockholder is hurt. The company isn’t necessarily hurt now, but will have a difficult time raising funds through future stock issues. Debt is of more concern. If short term debt isn’t renewed, than the company has to liquidate assets in order to pay. Therefore, capital mobility is the free flow of liquid investments from one country to another. Now although capital mobility could finance the world’s developing countries, increase wages, and create a more competitive world market (which is very beneficial to consumers); there are negative affects including income inequality, corruption, and bad capital control management . This paper will tackle both the good and bad aspects of capital flows in order to further analyze the theory of capital mobility. Before continuing it is necessary to look at some of the background and purpose of capital flows. Only until around 1980, have developing countries seen this idea as positive. Before, there was the feeling that with foreign capital a... ...s should absolutely approach with caution, because capital flows are too unstable to gamble with. Resources - Class Lecture Notes: â€Å"Trade and Capital Flows† - Class Handout: â€Å"Trade and Employment† - Hartwell, A. Christopher. Policy Analysis: The Case Against Capital Controls. The CATO Institute. Washington D.C. June 14, 2001. - http://econ.cudenver.edu/beckman/econ4410/stiglitz-world%20crisis.doc - http://quote.bloomberg.com/apps/news pid=10000039&sid=aFNcMq9i7rx0&refer= columnist_derosa - http://www.bepress.com/ev/vol1/iss1/art1/ - http://0-firstsearch.oclc.org.skyline.cudenver.edu/WebZ/FSFETCH?fetchtype=full record:sessionid=sp07sw02-58421-e0iyjwrgp5q5z:entitypagenum=3:0:recno=1 :resultset=1:format=FI:next=html/record.html:bad=error/badfetch.html:entitytop recno=1:entitycurrecno=1:numrecs=1

Margins: Meaning of Life and Frazier Essay

In Ian Frazier’s essay, â€Å"In Praise of Margins†, the author talks about his childhood life and how he had â€Å"margins† where he and his friends would do things and nothing would matter because they wouldn’t care. â€Å"Marginal† thought is valuable because it allows adults to use their imagination. His purpose is to try new activities without shame; it’s the spur of the moment that defines margin. I think his view about marginal activity is comprehensive and relatable. When we think of margins, we think of the extra space on the edge of the paper that we can’t write out of. But marginal has another meaning to it which has to do with the economic world and how we function with margins in our life such as personal experiences. Marginal space is key to the coming of age process in each person’s life whether we share the same activities or not. Although it’s not easy to pin point it out but marginal spaces are needed to escape from everyone’s present problem in everyday life. I agree and believe with Frazier when he is talking about the meaning of marginal because it is true that margins sometimes do not come out the way you want it to be, nothing or nobody is perfect and there are always something ruining the perfect moment that we all have or want. Marginal act take such a high valued meaning according to Frazier because the places and activities that he discovered through his childhood is something that has been lost in the past and also in many societies, especially the economic society. According to Frazier, he added, â€Å"†¦the margin is where you can try out ideas that you might be afraid to admit to with people looking on. † (7) This is an important concept to anyone’s life. One person’s marginal space can different from another person’s as long as it is an activity in which the person escapes from reality. In an economic society, time is considered money and Frazier’s activity of sitting on a tree for hours is more on the lines of suicidal, in economic society’s terms. Frazier agreed that he felt useless at the time of just sitting but as he grew older, the useless time of gazing off turned into something sacred towards him. The sitting in the tree gave him memories and something to reflect back on. It came upon me when I took my nephews out to the ice rink at the Christmas in the Park; I realized if I never done this I would have missed out on what defined me as of today. Though it’s all fun and games I know that it’s one of the activities you can do once in a while that can take you away from your stress and busy day life-style. Reflection cannot happen when there is nothing to look back on. There are always memories that others have whether it be good or bad. It might be their first time driving or their first time swimming. Any memory is something someone can reflect back onto to see who they are and to see how they got to the place they are now. The economic society always keeps moving on and thinks about the future, while human beings need time to focus and reminisce from where they came from. If someone keeps running straight with their heads down, they might get far but eventually, they will get lost. In order to stay on track and know where you’re heading, at times the person needs to look back to see where they started from. Know where you are is the most important thing to knowing who you are and Frazier realized the great importance of that. Frazier’s useless â€Å"marginal† activity such as just plainly sitting brought out the importance of just doing things not to gain a profit but to gain something to reflect on. When Frazier was younger, he had his own marginal place and would always go out to â€Å"the woods†; it was his â€Å"part-time address, destination, purpose, and excuse† (1). While Frazier ran around bumping into bushes and branches, slipping and sliding through thick brown dirt; I was ice skating at the ice arena, hop-scotching, and playing house. Throughout my childhood, I dedicated numerous hours in the freezing cold ice arena at the local mall, hop-scotched afterschool with my neighbors, and played house on the weekends with my cousins. These activities may sound typical as a child but it had a significant meaning towards me. It was my purpose to grow upon these marginal experiences. In the end, all that matters is being able to free your mind from something that you free yourself from caring about what others think. And I believe that I accomplish my marginal activity as a child, through every fall and bruises that I received while ice skating, I couldn’t care less about what others had to say about me because I knew that every time I got up it’ll only make me a better skater in the end. Although changes occurred and I grew out of the marginal acts, agreeing with Frazier’s realization, â€Å"†¦and suddenly there was nothing up there for us. † (4) The excitement of skating on the slipping cold ice with no shame of failing can only be done as a marginal act, because I can no longer look at the rink the same way I did when I was younger. Nor can I play hop-scotch the way I did, hopping from one box to another is like going from one class to another today. Instead of playing house with my cousins, we became college students looking for a stable job that can support our education. I agree with Frazier that the â€Å"remember whens† really does faltered and â€Å"playing† time doesn’t have to end here. Although margins can be done differently and looked at differently, marginal is necessary for a person of all ages to let loose in order to overcome the pressure and stresses of everyday life. Frazier’s marginal activities consisted of breaking ice, climbing trees, and picking fruits. My marginal activities consisted of ice skating, hop-scotching, and playing house. Marginal activities may vary from being active in a sport, traveling, singing or perhaps even enjoying a movie night on the couch; by the end of the day marginal activities is necessary in order to free yourself from the strains of everyday life.

Free Essays on The Death Penalty †True Cause For Justice

The death penalty, as administered by states based on their individual laws, is considered capital punishment, the purpose of which is to penalize criminals convicted of murder or other heinous crimes (Fabian). The death penalty issue has been the focus of much controversy in recent years, even though capital punishment has been a part of our country’s history since the beginning. Crimes in colonial times, such as murder and theft of livestock were dealt with swiftly and decisively (â€Å"The Death Penalty†¦Ã¢â‚¬ ). Criminals were hanged shortly after their trial, in public executions. This practice was then considered just punishment for those crimes. Recently though, the focus of the death penalty debate has been on moral and legal issues. The murderers of today’s society can be assured of a much longer life even after conviction, with the constraints of the appeals process slowing the implementation of their death sentence. In most cases, the appeal proc ess lasts several years, during which time criminals enjoy comfortable lives. They have television, gym facilities, and the leisure time to attend free college-level classes that most American citizens must struggle to afford. Foremost, these murderers have the luxury of time, something their victims ran out of the moment their paths crossed. It is time this country realized the only true justice for these criminals is in the form of the death penalty. The death penalty should be administered for particularly heinous crimes. Opponents of capital punishment are outspoken and vehement in their arguments. They believe the death penalty does not does not deter crime. They also hold the opinion that ending the life of a murderer is cruel and unusual punishment, prohibited in their literal interpretation of the 8th Amendment of the United States Constitution (Bedau). Conversely, one of the main arguments for the death penalty is that it does deter crime. U. S. Depar... Free Essays on The Death Penalty – True Cause For Justice Free Essays on The Death Penalty – True Cause For Justice The death penalty, as administered by states based on their individual laws, is considered capital punishment, the purpose of which is to penalize criminals convicted of murder or other heinous crimes (Fabian). The death penalty issue has been the focus of much controversy in recent years, even though capital punishment has been a part of our country’s history since the beginning. Crimes in colonial times, such as murder and theft of livestock were dealt with swiftly and decisively (â€Å"The Death Penalty†¦Ã¢â‚¬ ). Criminals were hanged shortly after their trial, in public executions. This practice was then considered just punishment for those crimes. Recently though, the focus of the death penalty debate has been on moral and legal issues. The murderers of today’s society can be assured of a much longer life even after conviction, with the constraints of the appeals process slowing the implementation of their death sentence. In most cases, the appeal proc ess lasts several years, during which time criminals enjoy comfortable lives. They have television, gym facilities, and the leisure time to attend free college-level classes that most American citizens must struggle to afford. Foremost, these murderers have the luxury of time, something their victims ran out of the moment their paths crossed. It is time this country realized the only true justice for these criminals is in the form of the death penalty. The death penalty should be administered for particularly heinous crimes. Opponents of capital punishment are outspoken and vehement in their arguments. They believe the death penalty does not does not deter crime. They also hold the opinion that ending the life of a murderer is cruel and unusual punishment, prohibited in their literal interpretation of the 8th Amendment of the United States Constitution (Bedau). Conversely, one of the main arguments for the death penalty is that it does deter crime. U. S. Depar...

Christopher Alexander and the Art of Building essays

Christopher Alexander and the Art of Building essays In both A Pattern Language and The Nature of Order Christopher Alexander endeavors to create authentic and alive spaces through an organic process of design. His mathematically reinforced patterns, based on ideal function and conceptions of beauty, can be applied to areas as large as cities and as small as individual shelving units. Alexander posits that the patterns allow for optimized design, where desirable relationships between each piece work in perfect unison. Within this theoretical framework, Alexander has outlined his own art of building that can, hypothetically, be followed by others who wish to use it. Most of his theories and writings in this area contain strong points for consideration; this being said, the forced patterns of desirable relationships described by Alexander are also restrictive. Additionally, his ideas about definable beauty make individual creativity irrelevant in his designs, making his methods somewhat flawed in respect to varying taste. The development of Christopher Alexanders theories comes from his strong background in both mathematics and architecture (Kohn 2002). In his earliest works he suggested that designers should identify project requirements and create diagrams to show the interrelationships between them. Diagrams would also be composites of rigorous experimentation. Using these diagrams, computer-generated algorithms would be produced and would dictate how the pieces of the design project should fit together (Kohn 2002). These earlier methods were the beginning of a much more human process but the key elements are the same: there is one true solution and there is a clear process to use to get there. Alexander still uses diagrams and interrelationships to define his buildings and design subjects (Kohn 2002). For example, a basic home diagram illustrates an adult realm and a childrens realm with a large common space connecting them in the center. Intuitively, th...

Stereotypes of Italian Americans in Film and Television

Stereotypes of Italian Americans in Film and Television Italian Americans  may be European in ancestry, but they were not always treated as white in the United States, as the pervasive stereotypes about them demonstrate. Not only did Italian immigrants to America face employment discrimination in their adopted homeland, but they also faced violence by whites who viewed them as â€Å"different.† Because of their once marginalized status in this country, ethnic stereotypes of Italians persist in film and television. On the big and small screen, alike, Italian Americans are all too often portrayed as mobsters, thugs and peasants hawking spaghetti sauce. While Italian Americans have made great strides in U.S. society, their characterization in popular culture remains stereotypical and troublesome. Mobsters Fewer than .0025 percent of Italian Americans are involved in organized crime, according to the  Italian American News website. But one would be hard-pressed to know that from watching Hollywood television shows and movies, where just about every Italian family has mob ties. In addition to films such as â€Å"The Godfather,† â€Å"Goodfellas,† â€Å"Casino† and â€Å"Donnie Brasco,† television shows such as  Ã¢â‚¬Å"The Sopranos,† â€Å"Growing Up Gotti† and â€Å"Mob Wives† have perpetuated the idea that Italian Americans and organized crime go hand-in-hand. While many of these films and shows  have won critical praise, they do little to complicate the image Italian Americans have in popular culture. Food-Making  Peasants Italian cuisine is among the most popular in the United States. Accordingly, a number of television commercials depict Italians and Italian  Americans flipping pizzas, stirring tomato sauce and squashing grapes. In many of these commercials, Italian Americans are portrayed as heavily accented, robust peasants. The Italian American News website describes how a Ragu commercial features â€Å"several elderly, overweight Italian American women in housedresses [who] are so delighted with Ragu’s meat sauce that they turn somersaults and play leapfrog in a meadow.† An undue amount of food ads portray Italian women as â€Å"elderly, overweight housewives and grandmothers wearing black dresses, housecoats or aprons,† the site reports. â€Å"Jersey Shore† When MTV reality series â€Å"Jersey Shore† debuted, it became a pop culture sensation. Viewers of all ages and ethnic backgrounds faithfully tuned in to watch the group of mostly Italian American friends hit the bar scene, work out at the gym, tan and do laundry. But  prominent Italian-Americans protested  that the bouffant-haired stars of the show- self-described Guidos and Guidettes- were spreading  negative stereotypes about Italians. Joy Behar,  co-host of ABC’s â€Å"The View,† said that â€Å"Jersey Shore† did not represent her culture. â€Å"I do have a master’s degree, so a person like me is rather annoyed with a show like that because I went to college, you know, to better myself, and then these idiots come out and make Italians look bad,† she said. â€Å"It’s awful. They should go to Firenze and Rome and Milano and see what Italians really did in this world. It’s irritating.† Bigoted Thugs Anyone familiar with Spike Lee’s films knows that he has persistently depicted Italian Americans as dangerous, racist thugs from New York City’s working class. Italian Americans such as these can be found in a number of Spike Lee films, most notably â€Å"Jungle Fever,† â€Å"Do The Right Thing† and â€Å"Summer of Sam.† When Lee criticized Django Unchained  director Quentin Tarantino for turning slavery into a spaghetti Western,  Italian groups called him a hypocrite because of the thread of anti-Italian bias that runs through his films, they said. â€Å"When it comes to Italian Americans, Spike Lee has never done the right thing,† said Andre DiMino, president of the Italian American One Voice Coalition. â€Å"One wonders if Spike Lee is indeed a racist who hates Italians and why he harbors a grudge.† One Voice voted Lee into its Hall of Shame because of his portrayals of Italian Americans. In particular, the group criticized â€Å"Summer of Sam† because the movie â€Å"descends into a panoply of negative character portrayals, with Italian Americans as mobsters, drug dealers, drug addicts, racists, deviants, buffoons, bimbos, and sex-crazed fiends.†

Marketing plan continued 3 Essay Example | Topics and Well Written Essays - 750 words

Marketing plan continued 3 - Essay Example This could include adding insurance services and even expanding overseas. The key success factors focuses on services and SISCO has to develop differentiation by offering tailor-made products. Customer retention in the highly volatile market is essential and SISCO should devise packages to retain the customer base. SISCO needs to be cognizant of the fact that at any point of time, should the oil prices crash, the market for all its products could come down drastically. The company has to be prepared for this contingency while devising their ambitious plans. During their operation in the financial and mortgage industry, SISCO has developed its own customer base, thus cultivating its own niche market. An aggressive marketing will however lead to a growth of its customer base, thus making its presence widely known in Jeddah. SISCO’s core business shall be the supply of financial services to both individuals and business owners, who have interests in the mortgage and property development industry. Following a study of the target market, the information acquired will hence help the company to better serve the needs of the customers. Jeddah, the geographic target is situated near the red sea. The total targeted population is a little over 3 million â€Å" A year on year increase of 4.48% (the population growth during this time was 2.83%).†(ameininfo) The kingdom is witnessing a change in demographics of home development. Previously, individuals build at least 98 percent of the homes, whereas developers only handled the remaining 2 percent. The trend is however rapidly changing owing to a drastic rise in both the building materials, and a corresponding increase in development cost. â€Å"Suggesting an increase in nuclear families. Thus, demands for all kinds of household goods - white goods, automobiles, bank loans, furniture - will increase.†.(ameininfo) There is a dire need to supply

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The 10 Strategic Points for the Prospectus, Proposal & Dissertation - Assignment Example the difference between the high school low and high achievers closely related to personality, internal and external attribution to high school and post-secondary programs events as well as how attribution influences the school dropouts’ behavior (Iver, 2010: Borman and Dowling, 2010). iii. Emotional intelligent model base on the high school dropouts self-awareness and regulation to build an internal motivation that encourages them to learn their society role and get motivated to go back to school later in life (Rose, 2013) iii. Problem-based learning models based on the learning process and concepts that serves as a guideline motivates dropout learners to develop an alternative opportunity to encounter the challenges experienced in high schools in post-secondary schools (Renzulli and Park, 2012) iii. Effectiveness of classroom management and educational psychology concepts based on establishing a conducive learning environment and classroom tips and techniques that support clear learning goals, behavior expectations and effective teachers-learners relationships (Miller, 2012). i. Historical events: In American and global history, there have been little concern by the government and the global initiatives that have been enacted to resolve high school dropouts’ issues and drive support for those dropouts who decide to attend post-secondary school programs later in life to increase national security as well as global literacy. ii. High school dropouts tend to develop negative attitudes that have provoked initiation of intervention measures such as GED programs to help in overcoming some of the challenges face experienced (Miller, 2012; Iver, 2010). iii. National Security – Today’s America education systems continues to lose its footage as the top academic powerhouse to put measures in place to fight against increased high school dropouts and remain a global leader in quality education (Renzulli and Park, 2012: Rumberger, 2011). iv. Global Literacy -

Ethnographic interview Essay Example | Topics and Well Written Essays - 2250 words

Ethnographic interview - Essay Example They gradually increased the tenure of engagement in these locations and the twentieth century saw the rise of long-term fieldwork with participant observation. According to Whyte, â€Å" When the researcher is living for an extended period in the community he is studying, his personal life is inextricably mixed with his research. A real explanation of how the research was one necessarily involves a rather personal account of how the researcher lived during the period of his study. This account of living in the community may help also to explain the process of analysis of the data†¦ the actual evolution of research ideas does not take place in accord with the formal statements we read on research methods. The ideas grow in part out of our immersion in the data and out of the whole process of living.† (1955, 279) While the above excerpt explains the process of ethnographic research, it also implies some underlying strengths as well as weaknesses of the process. The most evident and likely of all the risks is the idea of ‘going native’ and this would depend on the degree of involvement of the ethnographer with the surroundings. (Schutt, 2006 307) Ethnography helps in developing a user interface where the most important goal is to look at the system from the user’s viewpoint. This method helps in satisfying the needs of the end-user. Thus this method helps in a strong and effective assessment of the unspoken needs of the user. An ethnographer is supposed to accomplish all the tasks and understand all the relationships that integrate to form the job of the user. There is more scope and opportunity for an extensive research since it requires an unstructured form of data collection. The user can carry out his job and communicate even outside the official instructions  or job description. Sometimes when the real end user is not accessible, the ethnographer, owing to the high degree of understanding required in fieldwork, can act like the end-user

Course project week 1 Assignment Example | Topics and Well Written Essays - 250 words

Course project week 1 - Assignment Example The fracturing process involving pumping of fluids usually made up of chemicals and water, into structures at high pressure. Following a buildup of pressure that ultimately exceeds the strength of the rock, fracture occur, which might extend hundreds of feet away from the situation of the well. A propping agent is then pumped into the fractures to keep it open, as pumping pressure is freed (Hydraulic fracturing, 1990). At the end of the fracturing, the inner pressure within the geologic structure makes the injected fracturing liquid to rise above the surface for storage in pits or tanks to await disposal or recycling. In the United States, this process is currently underway in the Marcellus Shale region that takes in places like Pennsylvania, New York, Ohio, Virginia Maryland, and West Virginia. South America also has fracturing going on in places that include Venezuela, Brazil and Argentina while in Europe fracturing goes on in Britain between Blackpool and Pendle Hil, in Lancashire. Despite much criticism, hydraulic fracturing has affected the economy in a number of positive ways. This includes the Creation of employment opportunities for many Citizens, generation of income for the many employees working in this sector, increasing the states revenues both directly and indirectly (Karapataki, 2012). In addition, the fracturing process has increased economic activities in certain places thus improving tax Revenue of the concerned Local Government. Hydraulic Fracturing Background Information | Hydraulic Fracturing | US EPA. (n.d.). Home | Water | US EPA. Retrieved March 15, 2013, from

Employee Engagement Coursework Example | Topics and Well Written Essays - 1500 words

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Cause of drug abuse Term Paper Example | Topics and Well Written Essays - 1000 words

Cause of drug abuse - Term Paper Example Additionally, it is possible to treat drug addiction and enable individuals to go back to their normal lives. Drug addiction can be described as a chronic disease that causes obsessive behavior in spite of the negative consequences to the individual and those around them. It leads to changes in the structure and functioning of the brain (Allen 67). It is clear that most individuals indulge in drug abuse voluntarily at first and overtime their self control is affected negatively influencing their lifestyle. The main causes of drug abuse are curiosity, peer pressure, genetics and family history and depression. There is a common saying that states that curiosity killed the cat. Well, this is the case for the cases of drug abuse and curiosity (Lowinson 48). Most individuals have probably heard about the influence of drugs and think that drugs can be so much fun and make individuals act differently. They may have seen how their friends or family members behave while under the influence of drugs and may want to experience how it feels. Furthermore, most movies and TV shows are based on themes surrounding drug abuse and depict it as being cool. This attracts a higher number of individuals that abuse drugs (Castillo 48). It is simply normal for people to try out drugs because they hear about them from various avenues and are curious about them. Peer pressure is among the leading causes of drug abuse in the contemporary society (Lowinson 48). This is especially true for young people who do it to feel cool, fit in and impress their friends. For example, if ones’ friends smoke marijuana or are alcoholics, they will probably be expected to take part in similar behavior. This urge to do what one’s friends are doing is commonly referred to as peer pressure and has a strong influence on teenagers who are so desperate to fit in that they would be willing to do anything to impress their friends. This kind of influence is dangerous for hard drugs

Course project week 1 Assignment Example | Topics and Well Written Essays - 250 words

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Cause of drug abuse Term Paper Example | Topics and Well Written Essays - 1000 words

Cause of drug abuse - Term Paper Example Additionally, it is possible to treat drug addiction and enable individuals to go back to their normal lives. Drug addiction can be described as a chronic disease that causes obsessive behavior in spite of the negative consequences to the individual and those around them. It leads to changes in the structure and functioning of the brain (Allen 67). It is clear that most individuals indulge in drug abuse voluntarily at first and overtime their self control is affected negatively influencing their lifestyle. The main causes of drug abuse are curiosity, peer pressure, genetics and family history and depression. There is a common saying that states that curiosity killed the cat. Well, this is the case for the cases of drug abuse and curiosity (Lowinson 48). Most individuals have probably heard about the influence of drugs and think that drugs can be so much fun and make individuals act differently. They may have seen how their friends or family members behave while under the influence of drugs and may want to experience how it feels. Furthermore, most movies and TV shows are based on themes surrounding drug abuse and depict it as being cool. This attracts a higher number of individuals that abuse drugs (Castillo 48). It is simply normal for people to try out drugs because they hear about them from various avenues and are curious about them. Peer pressure is among the leading causes of drug abuse in the contemporary society (Lowinson 48). This is especially true for young people who do it to feel cool, fit in and impress their friends. For example, if ones’ friends smoke marijuana or are alcoholics, they will probably be expected to take part in similar behavior. This urge to do what one’s friends are doing is commonly referred to as peer pressure and has a strong influence on teenagers who are so desperate to fit in that they would be willing to do anything to impress their friends. This kind of influence is dangerous for hard drugs

Definitions of biological science Essay Example for Free

Definitions of biological science Essay 1) Cite 3 definitions of biological science. Why is it significant to include it in your curriculum? a) Science of life b) Transcends such as sciences as chemistry, physics, mathematics and geology c) Study of living things * We can have information’s about the workings of living systems, turning the discoveries into medical treatments, methods of growing food and innovative products. We can learn organic structure, properties and chemical mechanism as we apply biological systems. It will empower us to understand and even predict about living things and other related to science. 2) Analyze the timeline of biology presented and discussed previously. What do you think are the 5 major inventions or discoveries of all time? Prove your point. a) 1961 Leonard Hayflick demonstrated that a population of normal human fetal cells in a cell culture divide between 40 and 60 times then enter a senescence phase. b) 1970 Geerat â€Å"Gary† Vermeij, a blind scientist, while studying mollusks in Guam, discovered that predators play a major role in determining how and why specie change. In 1992 he was awarded a MacArthur Fellowship and in 1996 published â€Å"Privileged Hands: A Scientific Life†. c) 1974 – Albert Claude, a Belgium-born biologist, won the Nobel for his work on the sub-structure of the cell. d) 1977 – Robert Ballard and John B. Corliss found unknown creatures thriving on bacteria from that depended on sulfur from volcanic vents. e) 1981 – Lynn Margulis wrote â€Å"Symbiosis in Cell Evolution†. She proposed that three types of prokaryotes fused biologically to create the first living cells with nucleic structures. 3) Name 5 approaches/disciplines that are related to biology and make connections why you consider them related to biology. a) Botany study the ways in which we can manipulate the growth of plants and genetically alter them for nutritional or environmental benefits. Plants will lead you to study their individual structures, how plants are alike and how they differ, and how to identify and classify plants of all kinds. b) Cell Biology Cell biology is the sub discipline of biology that studies the basic unit of life, the cell. It deals with all aspects of the cell including cell anatomy, cell division and cell processes such as cell respiration, and cell death. c) Herpetology the field of herpetology may include studies related to behavior, genetics, anatomy, physiology, ecology, health, and reproduction. d) Integrative Biology the study and research of biological systems. It does not simply involve one discipline, but integrates a wide variety of disciplines that work together to find answers to scientific questions. e) Physiology – it is a broad sub-field in biology. It may be categorized into animal and plant physiology depending on the organisms described. It determines the relative functions of parts, it crosses another important sub-field in biology. The biological processes and functions of the parts of an organism.

Developments of Public Square Designs

Developments of Public Square Designs A public square is defined as an open area located in the heart of a city. It always existed, started at least 6000 years ago. The squares acquired more and more functions with the development of human society and the development of cities. In recent times, theaters, restaurants and museums are also finding their place on the squares. Cities themselves, are actually becoming museums, a collection of human experiences that preserve numerous cultural values. Particularly since the invention of motorized traffic, the individual vehicle has almost destroyed most of the open public spaces. Christopher Alexander indicated that Outdoor spaces which are merely left over between buildings will, in general, not be used. (1977, p. 518) It is important to note, square has taken over the most important responsibility of outdoor space. Theoretically, we could say great squares and plazas give identity to cities. Although there are already so many public squares all around the world, it is always a challenging job to find the criteria for public square. What we really want from a public square? What can make a square become more exciting? The need in square design First of all, square has been consciously used a gathering place, usually it has strong sense of enclosure and convenient connections to streets. It is usually refers as an area that framed by buildings. Therefore, the sense of enclosure is commonly argued. The value of enclosure affect the success of square is also argued. Camillo Sitte (1989) derived a series of artistic principles. For Sitte, enclosure was the primary feeling of urbanity, and his overarching principle was that public square should be enclosed entities. He thought it should not be possible to see out of the square along more than one street at a time. Paul Zucker (1959) outlined types of urban squares. He indicated there are different types of square in visual dimension: the closed square, the dominated square, the nuclear square, grouped squares and the amorphous square. He thought that square does not have to be entirely close, it could be created by some recognizing buildings. It also can be characterized by a building or group of buildings towards which the space is directed, and to which all surrounding structures are related. The reason why people extremely concerned about enclosure of square comes from the need of safety, comfort and contained. Some of them even thought square must be entirely closed. But, in fact, unenclosed squares are not always uncomfortable and unsafe. That fact that people feel more comfortable in a space which is at least partly enclosed is hard to explain. To begin with, it is obviously not always true. For example, people feel very comfortable indeed on an open beach, or on a rolling plain, where there may be no enclosure at all. (Alexander C 1977, p. 520). Clare Cooper found: people seek areas which are partially enclosed and partly open not too open, not too enclosed (1969). In other words, the extent of enclosure should be carefully considered when we do distribution. With no doubt, enclosure is one principle of making beautiful square, but there is no absoluteness. Discovery public square People want coherence and a sense of safety in public spaces, but they dont want blandness (Kaplan and Kaplan 1989, Marsh 1990). To be honest, sometime, we focus too much on safety. However, comfort couldnt make the square exciting at all. Lovatt and OConnor (1995), others, have written about liminal spaces those formed in the interstices of everyday life and outside normal rules where different cultures meet and interact. Discovery might also involve programmes of animationWe wanted a place that was green and that was a center of activity for downtown, but we didnt want a place that was tranquil and beautiful, but there was nothing to do. explains Bob Gregory. (a former General Motors executive who oversaw the planning of Campus Martius)Therefore, what we need for square is the attractions for seeking people. The psychological attraction to the square comes from curiosity. It is different from Sittes principle, actually, as we walking through a place, we like to see the diversific ation. It is our innate habit to discover the space. So, practically speaking, distribution of square might be only one small fraction of making successful square. A square must content lots of factors to be really successful. Undoubtedly, square is designed for people to use. Therefore the functional facility should be the physical attraction to all the users. Jan Gehl simplified that outdoor activities in public spaces can be divided into three categories, each of which places very different demands on the physical environment: necessary activities, optional activities and social activities. (1971) For square, the necessary activities are generally compulsory. So transportation and shopping facilities should be included and they would be used mostly all time. But optional activities in squares are more relied on the exterior condition. Therefore, the diversification of optional activities could make square suit for different weather and season conditions. Social activities are included communal activities of various kinds, the opport unity of communication is relied on the environment and surrounding of square. Just imagine, if there are shopping opportunities around the square and there are sitting facilities with nice green or water features, then people will gather and rest unselfconsciously. That is something we could not be forced. Sometimes, activities which expected to have never appear. It is because lack of understanding of the type of square. The type of square can help us to roughly separate them into different circumstance. It could be a ceremonial, religionary, social, traffic or even mixed. All the functions we put into should fit the square. However, a successful square should provide activities opportunities, but, that is to say, it must be informed by deeply understanding of how people using it or what is the need from people. It is crucial to find the appropriate use for certain places and to engage the space with right activities. This is based on the observation of the relationship between activities and space. Visual analysis could give a probable perception of the space. When you observe a space you learn about how it is actually used, rather than how you think it is used. advised by project for public space(PPS, 1999, p51) Thats to say, we need to understand the square before we start to do so mething about it. Regeneration project of Nottingham Old Market Square Old market square in Nottingham is one of the oldest public squares in the UK, with an 800 year history as a marketplace. The square form the central city and the prospect became a mental image remembered by citizens. But only couple of years ago, old market square was a completely different image. The square was the original setting of Nottingham Goose Fair, an annual fair held in October originating over 700  ­years ago. It was moved in 1928 for the redevelopment of the square. Previously, the Square has been nicknamed Slab Square because of the high numbers of concrete paving slabs that made the former Square. The Square was redesigned to compliment the New Council House in 1927 with several different height platforms creating a central procession way. The form of old market square is not common as what we discussed above. The plan revealed the complicated composition of buildings surrounded and the open gesture in comparison to other squares. The original intention of the place is market space, therefore, it is only partly enclosed by City Council House in the east and it has terrible intervention of traffic in the west to the south. It seems fundamentally the fabric against Camillo Sittes principle at all and not meet Paul Zuckers visual dimension exactly in the first place. As the success of the square design has been argued, the old market square has been a question which left over by history for urban designers. In 2004, Gustafson Porter won the competition of the redesign project. The construction finished in two years and the square re-opened in 2007. After the regeneration project finished, as we could see now, lots of factors has been improved, such as: accessibility, new or retained features, safety, flexibility and so on. The new pedestrian routes improved accessibility by removing level change. The green featured square existed before is an intention for a central green garden in front of City. With nice trees, grass and seats, it seems like a great idea for social activities. But, however, before the regeneration, old market square is a place which citizen often walks around in a sort of sense. To be honest, sometime, people dont want to walk through a place which they couldnt easily see through. They dont want to waste time to walk up and down the steps if they just want to go through. It has restricted movement on the square especially disable people. Besides, because of the barely used, the green feature absolutely comes into certain hidden danger because of the shield space it created. Another intention is about the old role of dividing the city. The tie area used to be a cut off of the surrounding borough. People are looking for the new design could create better relationship between square and contexts, and there is no long a border or barrier excited. As we all know, one thing has bothered the square for a long time traffic. On the southern side of the square, along South Parade is the tram stop of the Nottingham Express Transit. Because the Market Square was once at the heart of the citys road network, it has set lots of tram and bus stop. Although, today it is closed to all traffic except buses along Beast Market Hill and the tram. It is the biggest interruption to the square, as there is no way to get away with it. However, for the new design, a water feature located at the west side of square provided an obstruction to the tram line and created more stimulating environment. It comes into a focused interest to the west end and then offered the capacity in be tween. The capacity provided considerable flexibility for different types of events there. It has hosted lots of popular events including free outdoor concerts, celebration firework, delicious foods fair and a bulb and flower festival. The large flat open space is also able to hold sports events, a variety of markets and health campaigns. Those things really bring the whole area to live. The design also tried to incorporate topography of the original medieval square, and accommodates existing falls by gradual level changes for disabled users and drainage. The main material is granite, to reflect the importance of the space and provide longevity. Seating terraces of grey, black, white and granite blocks created level changes and create movement opportunities around the water feature. The 4,400m2 water features comprises a reflecting pool, a 1.8m waterfall, rills, 53 jets and a scrim, arranged as terraces. These can be turned off and used as stages or temporary viewing areas. Indirect lighting is via feature masts which can support temporary lighting trusses and banners, complemented by fibre optics below the jets, and concealed lighting to benches, steps and handrails. Five listed lanterns and two flag poles have also been refurbished and integrated into the new scheme. (Gustafson Porter described on website) Lighting is also a crucial factor in this design. In the past, poor lighting also created an unwelcoming atmosphere at night, which prevented families or the elderly from enjoying the square. The new lighting system encouraged 24 hour use, enable activity to spill out into the space, and attract pedestrians The impact of the new design is distinct. At lunchtimes and early evenings, it has become a well used space. It is also an exciting and popular attraction for all the tourists. This project has delivered a contemporary landscape design. The big contrast in this case challenge surrounded building in the city centre. But the result pleased most of people. But, there are still some people think the previously one works better. Personally I like the new water feature and I can see the benefits of having a large flat space for events. But I really miss the green of the old Market Square It was really pleasant sitting in the square looking at the trees and flowers before. Now it has no feeling of being a green space at all. (comments about the Old Market Square on internet) Changes of Leicester Square In the other hand, Leicester Square which is a famous pedestrianised square in the west end of London has also carried various social activities for years. There is a park in the central area. It is bound by Cranbourn Street, to the north; Leicester Street, to the east; Irving Street, to the south; and a section of road designated simply as Leicester Square, to the west. Today, it is one of the busiest spots and one of the most interesting squares in London. Its busy because there are all kinds of buskers around. They always entertain the crowds with anything from an improvisation to a political rant. It is the centre of Londons cinema land. Therefore, it is also a great place to catch an afternoon film followed by a cappucino and gossip in one of the many pavement cafes. The Square is a popular meeting place for friends looking for a drink and a chat and for tourists who seem to enjoy congregating outside the tube station. But, 375 years ago, it began with Robert Sidney who purchased this area and built himself a large house named Leicester House at the north end. By the 19th century, the square became the heart of the west end entertainment district with the empire theatre of varieties. Today, the square is the prime location in London for major film premieres. There are people all over the place, especially on Friday and Saturday nights, it seems like a party on the pedestrianised area. The fabric of the square is quite formal and enclosure. However, in history, the central area was private green area which should be used by residents there. But, by changing of time, it became a square that people does not expected to. Gordon Cullen wrote that A view of Leicester Square in the eighteenth century would be virtually impossible to reconcile with its present condition, a boisterous jungle of traffic, changing signs, vivid lettering and garish posters. The desperate pre-war attempt to preserve a be-railed garden, although a pleasing evidence of official grit and determination, was always a flop. It simply induced a depressing feeling of prohibition, the feeling that one was being inhibited for the wrong reason There are sufficient cafes round the square to rent space for tables, as is done in France, and gaily coloured velariums suspended between the trees would give protection from birds and rain. What is most important, however, is for the landscapist to understand the vital and popular visual apperal of the Leicester Square type of landscape. The fact that it is the aesthetic expression of the dive and pin-table saloon, is no reason for the urban planner to turn up his nose. These activities, for better or for worse, are a part of urban life, and as such make a very valuable contribution to the visual scene. (Cullen G, 1971, p. 101) Leicester used to be an area that local avoided or walk around. Because the small patch of grass at the centre of the square is a shield place for junkies. After the local councils clean up in 1993, that area closed at night and it is safe to walk through. Today, the square is an excellent place to move around, with the green and seats, cafà © and beautiful landscape. It is also holding events regularly and seasonally, such as winter fair and outdoor performances. It became good option of festival gathering spot. However, the attraction is not from the original distribution of the square at all but the intervention urban designer adapted into. By well understanding the type and character of the square, appropriate activities really delight the whole space. Conclusion Through times, some squares became contradictory. SOHO square was the reign as a most fashionable address in London. But, today, this square is surrounded by office building and it is rapidly deteriorating. Usually, park in the middle of the square was for the exclusive usage of the residents in the nearby houses, so you can hardly call it a public square. However, public like to use the area as resting or chatting place, SOHO square should be made advance with the need and have corresponding improvement. An exciting square does not mean a successful square, but a successful square have to be somehow exciting. Today, city squares in UK are either full of commercial purpose or barely active green area. Some criticisms of urban regeneration undertakings in Britain have taken this view and have therefore associated urban design with the interests of private companies. As visual management is then seen as a luxury when more basic needs of health, education, and housing are at stake, urban design has been seen as reactionary or at best irrelevant. (Madanipour A, 1997) The discovery of exciting square is to discovery of fundamentally designed square also with various pleasant activities. Enclosure is important, but its shallow to judge a success of square by physical fabric. Without doubt, it should carry the basic need: accessibility, safety, imageability and so on. But only the deeply consideration of how people use the square can help the square become really live. The comfort doesnt, th e safety doesnt. The activity does. The ability of urban design is much more likely to be used with analysis of the status and future strategy. Our experience of a place is based on a combination of several senses. (Shaftoe H. Therefore, a consideration through different factors should be made and focus on appropriate activities to make a square really well used by people. In addition, if urban designer could think about aesthetics, it will make our square more exciting. Bibliography Alexander, C. (1977), A Pattern Language: Towns, Buildings, Construction, Oxford University Press. Cullen, G. (1961), The Concise Townscape, Architectural Press. Carmona, Heath, Oc, Tiesdell (2003), Public Places, Urban Spaces, Architectural Press. Jacobs, J. (1961), The Death and Life of Great American Cities, Random House Inc. Madanipour, A. (1997), Town Planning Review, Liverpool University Press. Sitte, C. (1889), City Planning According to Artistic Principles, Phaidon Press. Shaftoe, H. (2008), Convivial Urban Spaces: Creating Effective Public Places, Earthscan Publications Ltd. Zucker, P. (1970), Town and Square, MIT Press. Internet Sources http://www.pps.org/squares/info/squares_articles/motor_city http://www.gustafson-porter.com/ http://www.landezine.com/?tag=uk http://en.wikipedia.org/wiki/Old_Market_Square http://en.wikipedia.org/wiki/City_square http://www.absoluteastronomy.com/topics/Town_square http://www.londonnet.co.uk/ln/guide/about/placesleicestersq.html http://proteus.brown.edu/things/4017 http://www.blogcatalog.com/blog/nottingham-is-crap/0d0bc5c00d4a06fb82939f98459f1824

Stem Cells Essay -- Biology Science Stem Cell Research Essays

Stem cells are a large focus of study in today’s biomedical world. They are cells that exist in an undifferentiated state, and transform into differing tissue types depending on what the cells surrounding them are. The different types of stem cells have the ability to repair many classes of damaged human tissue. However, only one type of stem cell promises to regenerate virtually any class of tissue. This is the highly controversial embryonic stem cell (ESC). Unfortunately, there is a dark side to the ESC. To obtain these cells from embryos will ultimately kill it. By definition, the acquisition of the ESC includes performing an abortion. This has created a great stir in the public world, where abortion is such a hot topic that politicians are hesitant to take either side. The embryonic stem cell is today’s Pandora’s Box. With this option now available in the medical world, everyone involved with this topic must make a difficult ethical decision: whether or not saving existing life is worth the termination of potential future life. As expected, there are two sides to the stem cell argument. One side is all in favor of their use, and the other side is dead-set against it. Stem cells come at a high price, yet this price is well worth the saved lives they can offer. In order to develop an opinion on whether or not stem cells should be used, one first must understand what they are and how they are used. Simply stated, the definition of a stem cell is an undifferentiated cell, meaning that it has no true function yet. However, all of the genes within a human stem cell have the potential to become other types of cells. The triggering mechanism for this is for the stem cells to be placed among specialized cells. Specialized cells include skin cells, muscle cells, or any other type of cell that has a specific function in the body. One of the most popular examples—and one of the most effective—is the neuron example. This was originally discovered at the University of Madison at Wisconsin in 1997. In the disease Multiple Scleroses, the myelin sheath protecting the neuron is missing. In the absence of myelin to protect the neuron, pain is a constant sensation. Researchers at UMW gathered a group of mice, which were genetically deficient of myelin. When the undifferentiated embryonic cells were implanted into their spines, the cells were able to sense that the myeli... ...he medical world wishes to be able to repair damage within the human body. While it is true that obtaining stem cells destroys life, the benefit to the greater good greatly outweighs the destruction of potential life resulting from a fertilized egg. With an infinite supply of stem cells from just a few lines, all defective tissues can be replaced. Those working in the medical world can greatly improve the quality of human life. With stem cells used in general practice in hospitals, people will live longer, healthier, lives. Many diseases would be completely eradicated, and injuries would cease to be crippling to so many people. However, only when scientists and doctors fully understand how to implement the embryonic stem cell, can all this happen. With funding and support for just a handful more stem cell lines, the medical world could be supplied with an infinite number of stem cells to cure patients. When doctors have all of the lines they need, then they can cease destroying e mbryos to obtain the stem cells they require. The biological world and the field of stem cells specifically, require the support of the federal government as well as the people to make this possible.[/i]

Black Theology & Black Power According to James H. Cone Essay -- Black

I believe the best place to start this essay would be with an explanation of Black Power. Black Power according to James H. Cone â€Å"is an emotionally charged term that can evoke either angry rejection or passionate acceptance.† Critics see it as blacks hating whites, while advocates see Black Power as the only viable option for black people. Advocates see Black Power meaning black people are taking a dominate role in deciding what the black-white relationship should be in American Society. Rev. Jeremiah Wright, Jr. is preaching this right now. He sees that blacks need to go back to their blackness and no longer live their lives as the white society wants them to. What these two men are encouraging can be very difficult for most people to understand. Most of us see this as a call to violence. What Cone is really saying is that Black Power means the complete emancipation of black people from white oppression by whatever means black people deem necessary. The methods to reach this can include selective buying, boycotting, marching, and even rebellion. Black Power means black freedom, black self-determination, where black people no longer see themselves as without human dignity, but as people, human beings with the ability to carve out their own destiny. Paul Tillich’s analysis of â€Å"the courage to be† further clarifies the meaning of Black Power. He says that â€Å"the courage to be† â€Å"is the ethical act in which man affirms his being in spite of those elements of his existence which conflict with his essential self-affirmation† Black Power is then a humanizing force because it the black man’s attempt to be recognized as a â€Å"thou† in spite of the â€Å"other,† the white power which dehumanizes him. The courage they feel gives them the... ... What it really means is that your heart, your soul, your mind, and your body are where the dispossessed are. Your mind, soul, and heart need to be reconciled to God. Cone ends his book, Black Theology & Black Power with this thought, â€Å"The real questions are: Where is your identity? Where is your being? Does it lie with the oppressed blacks or with the oppressors? Let us hope that there are enough to answer this question correctly so that America will not be compelled to acknowledge a common humanity by see that blood is always one color.† We need to put aside our pasts and try to find the common ground we share in Christ and become reconciled to each other that neither black or white is superior, but we are just the same in God’s eyes and we all bleed in the same color. Work Cited James H. Cone . "Black Theology and Black Power" Orbis Books, 1997

Case Study Dove Evolution of a Brand

Q1: What was Dove’s market positioning in the 1950s? What is its positioning in 2007? Dove back in the 1950’s had one product that was the â€Å"beauty bar†, it was positioned upon its function as a superior product that doesn’t dry out the skin the way soap did. It was marketed through a mix of marketing communication tools like the TV, print media and bill boards. The advertising message was â€Å"Dove soap doesn’t dry your skin because its one-quarter cleansing cream†. All of these ads were illustrated with photographs that showed cream being poured into a tablet.In addition; the ads were shot with natural looking women rather than models to convey the benefits of the product. Dove in 2007 had a mix of personal care products in addition to the soap, such as deodorants, hair care products, facial cleaners, body lotions and hair styling products. It was positioned as aesthetic need for consumers; it didn’t focus on the functional bene fits but on the need to feel good by representing a point of view about the concept of beauty.It delivered this message through campaigns such as Real Beauty and Self-Esteem that questioned the true meaning of beauty, and the high standard that media set to the concept of beauty. Dove used in its campaigns oversized models and elderly women in order to convey the message† Dove shifted from broadcast media to digital media, such as YouTube videos and written blogs. A short movie called evolution was the proof of success as it was viewed 3 million times during three months (it is viewed 15 388 230 times today! . The wide exposure of the digital controversial campaigns gave dove free media on TV, blogs, social networks. TV shows like Today show and Good Morning America talked about these campaigns and Oprah Winfrey show was inspired by the self-esteem campaign and dedicated an episode to discuss the self-esteem concept with centre attention on the dove campaign. Q2: How did Unile ver organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000?How was brand meaning controlled before 2000 and how is it controlled at the time of the case? Before 2000, Unilever lacked a unified brand identity and brand managers were allowed to set the direction in each geographic region. There was very no control of the brand across the regions where Unilever products were marketed. For example, Unilever produced ice cream under the wall’s brand in the UK and most parts of Asia, The Algida Brand in Italy, Langnese in Germany, Kibon in Brazil, Ola in the Netherlands, and Ben & Jerry’s and Breyers in the United States.Unilever organized their marketing using a brand management system, offering multiple brands within product categories. Each brand operated independently with its own brand manager who had the responsibilities of a general manager. In February 2000, Unilever initiated a five-ye ar strategic plan called â€Å"Path to Growth† in order to centralize the company’s brand portfolio and to create a unified global identity. Unilever reduced the number of brands from 1,600 to 400 and changed its brand management strategy.Under the new Masterbrands strategy, global brand categories were established for each Masterbrand, which were responsible for creating a global vision and inspiring cooperation from all geographic markets. Under this strategic initiative, the responsibility for a brand was split between two groups: Brand Development that is responsible for advertising, strategy, innovation, and long-term market share; It is global in scope. And Brand Building that is decentralized according to region; accountable for growth, profit, cash flow, and short-term market share.Before 2000, according to the traditional media that has been used and the fixed message of dove as, the brand meaning was tight and centered on a specific concept that dove is a uni que soap that is ? cleansing cream or moisturizing cream. In the time of the case study, and after the exposure of the creative campaigns, the brand meaning is open because of the unique message it delivered which was a point a view, this provoked discussions and debates about the real beauty of women. Q3: Spend a little time searching blogs to get a sense of what people are/were saying about Dove.What does this discussion contribute to the meaning of the brand? I searched many blogs talking about dove, in particular the self-esteem and Real beauty campaigns. I noticed that a lot of bloggers counted on statics that were published by dove about self-esteem and beauty and show an emotional link to the campaign, for example a blogger named Jennifer Beer wrote after addressing some of dove’s facts about self-esteem: â€Å"When I read these statistics, it made me cry. As a mother of a daughter I'd hate to see er become part of these statistics, so I will make sure to tell her eve ry day how beautiful she is† In addition, the blogs illustrated a great engagement of the audience in the campaign, a blogger named Blythe Newsome said in the beginning of a blog that was describing her experience with dove self-esteem campaign: â€Å"When I heard about the Dove Self-Esteem Movement I knew I wanted to get involved†. Another blog I found on wordpress. com, praised Dove for using ordinary women as models in its advertisement to change women’s attitudes about beauty as well as how they perceived themselves.I found a sarcastic funny blog at Bros fail blogs wondering how will dove’s â€Å"real beauty campaign† looks like if it was for men, with this picture attached to the blog! I think all of the blogs that I reviewed reflects the massive success of the campaigns, the amount of exposure that they received over the free digital media is phenomenal weather it’s a positive feedback or a funny picture! Such exposure would help any co mpany gaining a market share and retaining the message of the brand because of its controversy and open end horizons.Those discussions and reviews contribute powerful meaning to the brand in a positive way. Q4: Footnote 1 of the case leads you to a blogger who asks, with reference to the age of YouTube advertising, â€Å"Is marketing now cheap, fast and out of control? † Footnote 2 refers to Dove as having started a conversation â€Å"that they don’t have control of. † In â€Å"When Tush comes to Dove†, Seth Stevenson writes about the â€Å"risky bet that Dove is making. † Do you see risks for the Dove brand? Seth Stevenson’s article, When Tush Comes to Dove suggests that Dove is taking too much risk.The brand’s nontraditional marketing may lead consumers, or potential customers, to believe that Dove products are for unattractive, over-weight women, or those who don’t consider themselves to be beautiful. I don’t think th is might happen, because the message doesn’t send a counter message that beautiful women aren’t beautiful! The message brings up the issue of beauty for specific segment of women. In addition; such campaign would add to the value of the brand because of the contribution in the awareness of the people as part of its social responsibility obligations.Furthermore, dove is the pioneer in the market to launch such campaign, and it might create a new trend for competitors to follow. I believe dove took the first mover advantage out of these campaigns. Let’s assume that it this negative effect that Stevenson’s talked about would occur, according to Exhibit 4 a total of 18% of respondents think that they are beautiful, sexy, attractive, pretty and stunning. If they consider the received message as negative and stopped using dove products; it wouldn’t be a great loss comparing to the 82% that will get a positive message.