Economics of Race and Gender Essay Example | Topics and Well Written Essays - 1500 words

Economics of Race and Gender - Essay Example In addition, analysis of different movies indicated that it is something that is not unstoppable, and organized efforts will be very effective in eliminating it from the society. Specifically, it is an observation that although discrimination and racism are not visible evidently in the society, however, a microscopic eye can be very helpful in identifying such elements in the society, and it was understandable from different movies in the class. For instance, the film Rosie the Riveter evidently indicated the effects of discrimination on women during and after World War II in the United States, and the film showed such effects with the help of character ‘Rosie’ and her confrontation due to discrimination in California during wartime 1944. From this movie and other movies like Crash, Freedom Writer, one can clearly observe presence of discrimination and racism in the United States, and thus, the class helped enormously in better understanding of the topic. Despite the fact that in an ideal society, which many societies claim to be, access to political and economic opportunities must be based on meritocratic factors, however, the same is true. The entire human history reveals that social positions and social classes have greatly affected the ability of people to score on political and economic grounds. There are different ways of looking at the same. Firstly, it can be looked from the perspective of both genders. Despite women are in majority on this planet, yet there are a very few women leaders known to the world. In fact, the countries that claim to be most democratic ones had women suffrage for the longest periods. Secondly, it can be viewed from the point of view of social classes. It is common for children belonging to wealthy parents to get a good education and earn more in their coming life. Moreover, even the lower social class from which most number of people belongs has produced very few political leaders. Moreover, in many parts

Science and technology Essay Example | Topics and Well Written Essays - 1250 words

Science and technology - Essay Example However, even through the years of all the research, the AI project remains a failure (Kassan 1). Despite of this, Hawkins is certain that humans are capable of producing artificial intelligence (qtd. in Kassan 1). Honda, a Japanese mobile company, proved that Hawkins’s statement is rather accurate by creating ASIMO (Advanced Step in Innovative Mobility). The robot is said to be the most human-like creation Honda has ever made. By 2005, ASIMO is â€Å"better, stronger, and faster.† ASIMO â€Å"can do things like turn on light switches, open doors, carry objects, and push carts† (Orbinger and Strickland). Robots pretty much do the things that humans cannot do or simply do not want to do. This is a good deal for people who are too busy to do the chores at home or for someone who does not want additional burden when he comes from work. Yet, the question still remains: â€Å"Do we really need robots to do all these things?† In a brighter perspective, robots ca n do things more efficiently, â€Å"and without the continuous cost and social upheaval† (â€Å"Ethical Issues†). Is this not an insult to the capacity of humans to these jobs? It seems like the term â€Å"more efficiently† degrades the value of human work. Robotics, though a proof of humans’ intelligence, should not be taken as â€Å"slave machines† and made them do all the humans are capable of doing because first, it will affect human resources and job displacements, it would alter the natural, and it would forcibly pass through human limitation and eventually leading to the realization of the concept of â€Å"Singularity.† Necessity is the mother of invention; the seed of all production, or is it? The concept of necessity seems to have changed through the course of dynamic technological revolution. In the different kinds of industry, cutting the production costs without risking quality

Achievements of Ancient Egypt

Achievements of Ancient Egypt Achievement of Ancient Egypt: The achievements of ancient Egypt can be traced back to the period between 3000 BC to 31 BC. From advances in mathematics, literature to symbolized achievements in medicine art and science, Egypt has made tremendous advances in shaping the world civilization (Winckelmann and Alex, 54). It was a leading Middle Eastern power in the period of 612 onwards. The emperor of Macedonian conqueror Alexander the Great desired to be crowned pharaoh that indicated that civilization made strides even for longer periods (Smith and Roger, 33). Alexander the Greats general named Ptolemy became an independent ruler in 305BC after being crowned pharaoh, and his line of rule lasted to the famous queen, Cleopatra. She passed on in 31B.C.After this period of time, the Roman Empire were able to capture the Nile Valley, and it was ruled by foreigners for over a period of a thousand years (Smith and Roger, 16). These meant that the Egyptian culture had to change to states of unrecognizable features. Within this paper, there would be a detailed analysis of these achievements ranging from agriculture, art to science to technology. Agriculture Life in Egypt was centered on the river Nile. Farmers developed long irrigation methods which controlled the flow of water so as to ensure that crop yields were maintained throughout seasons whether dry or rainy. They divided the year into 12 months,30 days each month and five days of celebration (Smith and Roger, 21). They also made the solar calendar. The rich fertile valleys made it possible for projects such as Pyramids through the surpluses of crops. These surpluses were used to fund the refined lifestyle for the elite to help in diplomatic and trade relations and to enable wars of conquest were paid for (Winckelmann and Alex, 57). Writing and literature: The earliest hieroglyphic writing dated back to 3000 BC. Hieroglyphs represented a word, sound or a silent determinative and the symbol could serve different purposes in reference to a specific context (Wilkinson, 42). Though the majorities were written from right to left, the Egyptian ideograms were made up of hundreds of symbols that could be recited in rows or columns or either direction (Smith and Roger, 27). These ideograms were exclusively used in tombs and on stone monuments in Egypt. Another form of writing that existed and which was highly accepted by the scribes was the one called hieratic. It uses a cursive script or in other words a joined up writing. It was easy and quicker to use, in comparison to hieroglyphic (Shaw, 32). Towards the end of Ancient Egyptian civilization that is around 500 BC a new form of writing emerged called the Demotic. It was phonetic, semi-alphabetic script. Literature Most of the Egyptian hieroglyphic texts are theological or commemorative. Their literature is notably evident in public monuments, and walls of temples. Love poetry, proverbs, curses, myths and legends are all found in hieratic and later modified into demotic scripts (Shaw, 22). Stories have been discovered dating back to the middle Kingdom. One of the famous stories, is the story of sinuhe. Another tale is that of Wenamum; that offers an insight into Egypts declining phase (Wilkinson, 37). These stories were said to have style and impact which was based on stories from Reminiscent Arabian nights. The Egyptian stories proved that a lively literary tradition even in the sense of humour existed in Ancient Egypt. They may also be used to illustrate the theme of secular versus esoteric literature (Smith and Roger, 41). Religion was an important element of Egyptian literature. Hymns and prayers were written for purposes of praising gods. The Egyptians regarded the Pharaoh as a god, and their supreme god was called the Ra. He was the god of the light, and guardian of Egyptian lives. Art Egyptian art was a true reflection of their way of life. This was greatly proved in temple drawings, and tombs of prominent people. The intention of these drawings was to provide information which the deceased could use while transiting to another level of life (Shaw, 31). It provided instructions to these people, on how they ought to conduct themselves in the other life. Talk of mysteries. Furthermore, pictures of servants, slaves, and food were used to denote that the deceased would need them, just as they are needed in the physical life (Smith and Roger, 45). In addition, artists used paints (blue, red, orange and white) made from naturally occurring minerals. By the time of Ramses, the second, artists gained the capability of shading colors for purposes of achieving a layered effect. Sculptors were also important in ancient Egypt (Wilkinson, 41). Furthermore, Egyptians made statutes of animals, gods, kings, queens etc, for purposes of praise and worship. Pottery glazed with miner als was always used to make amulets, pendants, beads, jewelry. Architecture Architectural achievements in ancient Egypt were built of stone. This stones came from quarries that were notable of supplying granite, limestone, sandstone which were used in building the temples and tombs. This architect did plan how to build, and they did it without mortar so that the stones could fit precisely on one another (Smith and Roger, 47). On the other hand, pillars were used to offer short stone support. Ramps were used to give workers an enabling support to carry stones to the top of structures and allow artists decorate the tops of walls and pillars (Wilkinson, 37). It is said that as pharaoh was named tomb construction began, and the construction proceeded throughout their lifetime thereby stopping at their time of demise. Pyramids Pyramids were tombs which were used to bury the pharaohs. Egyptians believed that the souls of departed kings enabled kingdoms to remain in prosperity and peace and full of blessings (Wilkinson, 33). They mummified the Kings bodies to ensure that during such difficult times like during suppressions the gods could intervene on their behalf so that they defeat the enemy for peace to prevail (Magd, 39). Mathematics Egypt had some mathematical achievements which made it possible for their education to increase tremendously. By the year 2700 BC, the Egyptians had developed the base of 10 enumerations (Shaw, 27). By the year 1300 BC, Egyptians managed to develop two algebraic equations. The innovation in mathematics gave them a cutting edge from the rest of the world. In the year 1650 BC, geometry, cotangent analogue and algebraic equations, arithmetic series and geometrics series were developed (Magd, 27). Medicine and science Edwin Smith Papyrus, a medical tradition that traces as far as 3000BC was initiated in 1600 BC. Later ancient Egypt saw Ebers Medical Papyrus, traditional empiricism; and the Worlds earliest tumors being documented in 1500 BC (Wilkinson, 33). Also, ancient Egyptian doctors gained the skills and capability of stitching wounds, repairing broken bones, and amputating infected limbs. They managed to bandage body cuts by the use of raw meat, and linen, which were soaked in honey (Magd, 31). In science, the world looks at Egyptian astrology as the origin of all astronomical knowledge. Ancient civilization of Egypt devoted much time and energy to study the heavens (Winckelmann and Alex, 59). The information was put to practical use in agriculture, geodesy and the system of weights and measures and also to study correspondences between events in the heavens and event on earth. Conclusion: Although open problems have emerged over the sophistication of Egyptian technology and its adoption of various advances, it cannot go without mentioning that Egypt shaped the Worlds civilization. This is from the Napoleonic conquests, to the modern Egyptology. The world looks at Egypt as the mother of all civilization. Currently, the country is enjoying better tourism business because of this ancient works. From artistic drawings to mummifications in pyramids to literature and medicine, Egypt has attained recognition from the world all over. Works Cited: Smith, Miranda, and Roger Stuart. Ancient Egypt. London: Kingfisher, 2010. Print. Wilkinson, Toby A. H. The Rise and Fall of Ancient Egypt. New York: Random House, 2010.  Print.   Shaw, Ian. The Oxford History of Ancient Egypt. Oxford: Oxford UP, 2000. Print. Winckelmann, Johann Joachim, and Alex Potts. History of the Art of Antiquity. Los Angeles,  Calif.: Getty Research Institute, 2006. Print. Magd, Zeinab. Imagined Empires a History of Revolt in Egypt. Berkeley: U of California, 2013.  Print.

Juvenile Crime and Socio Economic Factors Essay -- Crime

Crime at any age and in any form is a social problem and should be stopped or curbed at any cost. Crime at a juvenile age is on one hand a crime against property and life, and on the other a crime against humanity. It is a much graver social danger that holds the seed of an evident social disaster implanted into it. Criminologists hold different views regarding the root of juvenile crime and that often leads into quite the argument. Irrespective of those theoretical head on collisions, the presence of socio economic factors behind each juvenile crime committed is almost accepted by all. No one is a born criminal and it is evident that the surrounding socio economic environment acts as an important element and a catalyst in turning a young boy or girl into a criminal who might be breaking into some one’s house or threatening someone at gun point. In the following paragraphs, a detailed analysis has been made to explore the different avenues through which these socio economic fa ctors contribute to creating the delinquents of today’s youth. Before moving into the details, it is worth mentioning that the following analysis would be based on a set of socio economic indicators that is made up of; family, socio-economic class and factors that also includes community factors, educational background, urbanization, media, and influence of peers. Family: Being a juvenile is the most influential period of human life, and family plays the most critical role in this stage. A family with a healthy atmosphere cultivate the socially acceptable norms within the children that help them to grow into responsible, respectable and moral beings in the end. In sharp contrast, a family that is subject to an unhealthy environment and does not provide en... ...he absorption of those juveniles into our society like any other normal child of our own. Remember the old adage, â€Å"It takes a village to raise a child†. Works Cited Juvenile Delinquency: theories of causation, Sage Pub, 2005: http://www.sagepub.com/upm-data/4880_Martin_Chapter_3_Juvenile_Delinquency.pdf Chapter 7. Juvenile Delinquency, World Youth Report, United Nations, 2003. http://www.un.org/esa/socdev/unyin/documents/ch07.pdf Shader, Michael. Risk Factors for Delinquency: An Overview, US Department of Justice, Office of justice programs. http://www.ncjrs.gov/pdffiles1/ojjdp/frd030127.pdf Social structure theories, n.d. : http://cstl-hhs.semo.edu/cveneziano/STRUC.ppt Zarka, Heather, Sociological theories of crime, Associated content, 2007. http://www.associatedcontent.com/article/227143/sociological_theories_of_crime.html

Lost in the Digital World

Lost in the Digital World Technology is everywhere in today’s society. It is how we communicate with others, sense of communication and even how we turn in our essays for an English class. It is beneficial to the world in so many ways but at the same time it also has many negative effects. In the article â€Å"Can You Hear Me Now? † by Sherry Turkle, she explores how technology is affecting our daily lives, especially communication. Before the article even begins there is a quote â€Å"Thanks to technology, people have never been more connected—or more alienated† (270).The author explains that through technology our bond with communication is getting weaker and more people rely on technology to control their lives, rather than having control of their own lives. First gives the example of her being at a conference and not a single person can get off technology to even pay attention to what they even came to the conference for. In my personal opinion it show s that we have lost respect for people and have gained more respect for technology and what is going on with the digital world more than the real world. Every once in a while audience members give the speaker some attention, lowering their laptop screens in a kind of digital curtsy† (270). How can we expect someone to listen to us if we cannot even pay attention to them in person? Technology is often the easy way out and it shows through business meetings, families, and how kids are being raised in society in this time. A business meeting is a very personal thing. It is not just what you talk about but it is also how the person looks, communicates in person, and just that vibe you get when you know how to handle people. Consultants used to talk to one another as they wanted to give presentations; now they spend that time doing email† (271). Technology is so impersonal that it makes people unconnected personally. I agree with the author as she criticizes the technology wo rld. â€Å"We are connected, tethered, so important that our physical presence is no longer required† (272). The fact that we do not communicate with people on a deeper level can cause makes trusting people too easy.Texting and emailing a coworker is so convenient for the life of a business person, but are you really going to get the same response or conversation when you could just do it in person? Not only are our careers getting taken over by technology, but our entire lives. The first thing I do whenever I wake up every morning is to check my cell phone to see who had texted me last night while I was sleeping. It never was brought to my attention on how horrible this habit is until I read this article by Turkle. â€Å"I look at my watch to see the time. I look at my BlackBerry to get a sense of my life† (273).A sense of life should not be a hand-held-size of internet and the people that consume your life. A sense of life is how you live it and the decisions and cho ices that you make. The personal connections that you have with the people you love and respect and most of all trust. I am also guilty of texting my mom when we are in the same house. Even though these ways of communication are so easy and most of the time effective; we lose a personal connection and reflect on just pure laziness. A cellphone gives someone a source of protection because they know someone is just a click away. Kids get cell phones from their parents. In return they are expected to answer their parents’ calls. On the one hand this arrangement gives teenagers new freedoms. On the other they do not have the experience of being alone and having to count on themselves; there is always a parent on speed dial. † (275). There are so many reasons why kids would need cell phones but if the world got by without them before, can they do it again? Technology with adolescents is such a touchy subject just because of how easy it is to abuse that power of connecting wi th the entire world.With being so impersonal in the world we have less fear of what we are showing to the public. Even though we are not communicating with people, they can simply get on a website to see what you have been doing for the past twenty-four hours of your life because of how little privacy is online. â€Å"If you have nothing to hide, you have nothing to fear† (277) this quote is so impersonal because you are â€Å"hiding† something or simply do not want other people to know your personal life should not mean that you have anything to fear.In the past ten years technology has advances tremendously at a rapid rate and it will be crazy to see where it takes us in the next ten years. I am one to hope that it can become more personal and things more like Skype come into play. Reliance on technology has come too far out of hand and society would be a much better place if more people focused on how to run their lives versus who texted us. We need to focus on buil ding stronger connections with the people around us instead of the connection with the devices in our hands. ?

“he Woman Hanging from the Thirteenth Floor Window”

What would you do if you were given what you thought was the perfect life and it suddenly seemed to turn upside-down? Would you jump to your death or climb back up? â€Å"The Woman Hanging from the Thirteenth Floor Window† by Joy Harjo is a poem about a women who is lost in this big world we live in and trying to find herself while hanging from a thirteenth floor window. While this woman is hanging there she starts to have flashbacks about her life starting from her childhood up until now.The author goes into detail about why this woman is thinking about killing herself because of all the pressures of trying to be some she is not is catching up to her. This poem represents everyday people and how they first have to overcome themselves and their lives before they can truly move on. This poem is about a woman not trying to commit suicide but women who represent bigger picture.The woman represents anyone and everyone who has ever had problems piled up on them, the author uses eth os, pathos and logos to persuade how our social roles constrains who we are as people and because of this the women is hanging by a short thread trying to find herself and put all the piece to the puzzle of her life back together again. This woman hanging from the thirteenth floor is in Chicago, living in an Indian part of the city. â€Å"She sees Lake Michigan lapping at the shores of herself.It is a dizzy hole of water and the rich live in tall glass houses at the edge of it† (Harjo 311). The quote describes how the woman is so frustrated with her like that she takes something so beautiful like Lake Michigan and she turns it into everything she despises. This is a woman not just hanging from the thirteenth floor window, but also from a thread. She is a woman with many responsibilities, she is a mother to three kids, was a wife to the two husbands she has had and a daughter to her parents.This poem is about a woman who is always being stretched between two different people, she fills the responsibility that her family needs her to fill. As this woman is hanging from this thirteenth floor window she is thinking about her life and how her life is no longer just her life â€Å"She thinks of Carlos, of Margaret, of Jimmy. She thinks of her father and of her mother. She thinks of all the women she has been, of all the men. She thinks of the color of her skin, and of the Chicago streets, and of waterfalls and pines. (Harjo 311). This quote describes this woman with many different faces, with various personalities trying to find her-self. This poem is not telling a story of a woman hanging to her death, but a story about a women hanging by a thread thinking about her life, her past, her present and her future. Trying to figure out if she will be a failure to everyone and fall to her demise or will she be able to take all the pressures of the world and make herself stronger and clime back up that wall and be a success.In the poem â€Å"The Woman Hanging From the Thirteenth Floor Window† Joy Harjo is using rhetoric to try and pull the reader into the poem and get us to read in between the lines. Harjo does a great job of using all three ethos, pathos and logos to create a mood of hopelessness in the reader to attract the reader to the story thought the reader’s life experiences. The author Harjo uses Emotion based appeals to show the readers that they can connect to the characters’.She does this by showing the women and how her childhood wasn’t that good and how her life is falling apart as we read, she has no husband yet she has bin married twice and the only thing keeping her alive is her kids, â€Å"She sees other women hanging from many-floored windows counting their lives in the palms of their hands and in the palms of their children's hands. † (Harjo 311). In this quote the woman represents any and every woman that has ever felt like she cant go on because she feels like the weight of the world is on her shoulder.As the story progresses we start to see how the woman feels and we can start to put ourselves in her shoes. The author uses ethical based appeals to help the reader relate to superstations and being stressed. It is significant that the woman is hanging from that floor of this building in Chicago because many buildings do not designate a thirteenth floor due to the fact that the number thirteen is always associated with bad luck. She tries to convince us as readers that the women will â€Å"fall to her death† by adding superstitions that many people believe in.The author uses the woman to get the readers respect so she can convince the reader to respect her so that she would be someone worth listening to. The author also uses logos in her poem. Harjo uses logical based appeals by persuading the readers by the use of reasoning. The way she uses logos in the poem is by implying that if the women can overcome all the diversity in her community, and let her past s lip away and only live in the present and take the good from her life than the woman will live. If the woman can do that than she will fall off the wall and never be abele to clime back up.The author does a grate job of getting to the readers emotions in this poem because everyone will always have problems in their lives and will always have to deal with the pressure of life. The end of this poem is a paradox and leaves you with you own conclusion depending on how you see people. â€Å"She think she remembers listening to her own life break loose, as she falls from the 13th floor window on the east side of Chicago, or as she climbs back up to claim herself again. † (Harjo P. 312). This quote gives the hope that the woman chose to reset her life and to survive.It leaves the reader thinking about how they should change their life or how there will always be stresses in life but to never let that make you loose yourself This poem shows use how our social roles constrain who we a re as people. The poem teaches use how there is always something or someone to live for and how a story may not always have one specific ending but it is how you interpret the ending that makes the story what you want it to be. You learn that your actions don’t just affect you but they affect the world.In this case the woman hanging from the thirteenth floor chose her kids over herself because they were what she lived for. The hole story really takes place in the mind of ever person who has ever bin stressed and said to themselves is my life really worth it to save or not. So at the end in this poem â€Å"The woman hanging from the thirteenth floor window† by Joy Harjo the woman chose to forget everything and clime back up the wall. Life is all about choices and how those choices can shape a persons life.Works Cited Harjo, Joy. â€Å"The Woman Hanging From the 13th Floor Window†. Pearson Custom, NJ: Needham Heights, 2003. 310-312.

Plant Bugs, Family Miridae

Plant Bugs, Family Miridae As their name suggests, most plant bugs feed on plants. Spend a few minutes examining any plant in your garden, and theres a good chance youll find a plant bug on it. The family Miridae is the largest family in the entire order Hemiptera. Description In a group as large as the family Miridae, there is a lot of variation. Plant bugs range in size from a tiny 1.5 mm to a respectable 15 mm long, for example. Most measure within the 4-10 mm range. They vary quite a bit in color, too, with some sporting dull camouflage and others wearing bright aposematic shades. Still, as members of the same family, plant bugs share some common morphological traits: four-segmented antennae, four-segmented labium, three-segmented tarsi (in most species), and a lack of ocelli. The wings are a key defining characteristic of the Miridae. Not all plant bugs have fully formed wings as adults, but those that do have two pairs of wings that lie flat across the back and overlap at rest. Plant bugs have a wedge-shaped section (called the cuneus) at the end of the thick, leathery part of the forewings. Classification Kingdom – AnimaliaPhylum – ArthropodaClass – InsectaOrder –HemipteraFamily - Miridae Diet The majority of plant bugs feed on plants. Some  species specialize on eating a particular kind of plant, while others feed generally on a variety of host plants. Plant bugs tend to prefer eating the nitrogen-rich parts of the host plant – the seeds, pollen, buds, or emerging new leaves – rather than the vascular tissue. Some plant bugs prey on other plant-eating insects, and a few are scavengers. Predaceous plant bugs may specialize on a certain insect (a particular scale insect, for example). Life Cycle Like all true bugs, plant bugs undergo simple metamorphosis with just three life stages: egg, nymph, and adult. Mirid eggs are often white or cream-colored, and generally long and thin in shape. In most species, the female plant bug inserts the egg into the stem or leaf of the host plant (usually singly but sometimes in small clusters). The plant bug nymph looks similar to the adult, although it lacks functional wings and reproductive structures. Special Adaptations and Defenses Some plant bugs exhibit myrmecomorphy, a resemblance to ants that may help them avoid predation. In these groups, the Mirid has a notably rounded head, well distinguished from the narrow pronotum, and the forewings are constricted at the base to mimic an ants narrow waist. Range and Distribution The family Miridae already numbers well over 10,000 species worldwide, but thousands more may still be undescribed or undiscovered. Nearly 2,000 known species inhabit North America alone. Sources: Borror and DeLongs Introduction to the Study of Insects,  7th edition, by Charles A. Triplehorn and Norman F. Johnson.Encyclopedia of Entomology,  2nd edition, edited by John L. Capinera.Biology of the Plant Bugs (Hemiptera: Miridae):  Pests, Predators, Opportunists, by Alfred G. Wheeler and Sir Richard E. Southwood.Family Miridae, Plant Bugs, Bugguide.net, accessed December 2, 2013.

How to Do Logging in C# With Log4net

How to Do Logging in C# With Log4net When you write computer code in C#, its a good idea to include logging code. That way, when something goes wrong, you know where to start looking. The Java world has been doing this for years. You can use log4net for this purpose. It is part of  Apache log4j  2, a popular open-source logging framework. This isnt the only .NET logging framework; there are many. However, the Apache name is trusted and the original Java logging framework has been around for more than  15 years. Why Use a Log4net Logging Framework? When an application or server crashes, you are left wondering why. Was it a hardware failure, malware, maybe a Denial of Service attack, or some odd combination of keys that manages to bypass all your code checks? You just dont know. You need to find out why a crash occurred so it can be corrected. With logging enabled, you might be able to see  why it happened. Getting Started Download the log4net  file from the Apache log4net website. Verify the integrity of the downloaded files using the PGP signature or MD5 checksums. The checksums are not as strong indicators as the PGP signature. Using Log4net Log4net supports seven levels of logging from none to all in increasing priority. These are: OFFFATALERRORWARNINFODEBUGALL The higher levels include all the lower ones. When debugging, using DEBUG  shows all, but on production, you might only be interested in FATAL. This choice can be made at the component level programmatically or in an XML Config file. Loggers and Appenders For  flexibility, log4net uses loggers, appenders, and layouts. A logger is an object that controls logging and is an implementation of the ILog interface, which specifies five boolean methods: isDebugEnabled, IsInfoEnabled, IsWarnEnabled, IsErrorEnabled and IsFatalEnabled. It also specifies the five methods- Debug, Info, Warn, Error andFatal- along with overloads and five formatted string versions. You can see the full ILog interface in the log4net online manual. Loggers are assigned one of the levels but not ALL or OFF, only the other five. Appenders control where the logging goes. It can be into a database, to an in-memory buffer, to the console, to a remote host, to a text file with rolling logs, the Windows Event Log, or even to email via SMTP. There are 22  appenders in all, and they can be combined so you have plenty of choices. Appenders are appended (hence the name) to a logger. Appenders  filter events by matching substrings, event level, range of levels and start of the logger name. Layouts Finally, there are seven layouts that can be associated with an Appender. These control how the events message is logged and can include exception text, timestamp layouts, and XML elements. Configuring With XML Although configuring can be done programmatically, it can also be done with XML Config files. Why would you prefer config files over code changes? Simple, its far easier to have a support guy make a change to a config file than have to get a programmer to change code, test and redeploy a new version. So config files are the way to go. The simplest possible path is to add  App.config your project, as shown in  the example below: ?xml version1.0 encodingutf-8 ?configuration  Ã‚  configSections  Ã‚  Ã‚  Ã‚  section namelog4net typelog4net.Config.Log4NetConfigurationSectionHandler,Log4net/  Ã‚  /configSections  Ã‚  log4net  Ã‚  Ã‚  Ã‚  root  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  level valueDEBUG/  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  appender-ref refLogFileAppender /  Ã‚  Ã‚  Ã‚  /root  Ã‚  Ã‚  Ã‚  appender nameLogFileAppender typelog4net.Appender.RollingFileAppender   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  file value log.txt/  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  appendToFile valuetrue /  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  rollingStyle valueSize /  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  maxSizeRollBackups value5 /  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  maximumFileSize value10MB /  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  staticLogFileName valuetrue /  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  layout typelog4net.Layout.PatternLayout  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  conversionPattern value%d [%t] %-5p %c %m%n /  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  /layout  Ã‚  Ã‚  Ã‚  /appender  Ã‚  /log4net/configuration The log4net online documentation explains all the config file fields.   Having set up App.config, add using log4net and this line: [assembly: log4net.Config.XmlConfigurator(Watch true)] Plus the actual logger has to be fetched with a call to LogManager.GetLogger(...). The GetLogger is usually called with the typeof(class) that its used in, but this function call also fetches that: System.Reflection.MethodBase.GetCurrentMethod().DeclaringType This example shows both in with one commented, so you can choose.   using log4net;[assembly: log4net.Config.XmlConfigurator(Watch true)]namespace gvmake{  Ã‚  Ã‚  Ã‚  class Program  Ã‚  Ã‚  Ã‚  {  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  private static readonly ILog log LogManager.GetLogger (System.Reflection.MethodBase.GetCurrentMethod().DeclaringType) ;  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  //private static readonly ILog log LogManager.GetLogger(typeof (Program)) ;  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  static void Main(string[] args)  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  {  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  log.Debug(Application Starting) ;  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  }  Ã‚  Ã‚  Ã‚  }}

Cadbury India

CADBURY(the marketing strategies of Cadbury India Ltd. ) ACKNOWLEDGEMENT The satisfaction and euphoria that accompany the successful completion of any task is incomplete without the mention of people who made it possible. So I take this as a great opportunity to pen down a few lines about the people to whom my acknowledgement is due. It is with the deepest sense of gratitude that I wish to place on record my sincere thanks †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. , my project guide for providing me inspiration, encouragement, guidance, help and valuable suggestions throughout the project. I would also like to thank all my respondent for giving me their valuable time and information. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. TABLE OF CONTENTS Acknowledgement Page No. 1 Part I Chapter 1 Abstract Page No. 2 Chapter 2 Introduction Page No. 6 Chapter 3 Agency Profile Page No. 19 Part II Chapter 4 Research Design Page No. 29 Chapter 5 Servicing Analysis Interpretation Page No. 34 Chapter 6 Data Analysis Page No. 68 Chapter 7 Finding, Conclusion Suggestion Page No. 81 Part III Chapter 8 Appendices Annexure Page No. 6 Chapter 9 Bibliography Page No. 89 PREFACE The success of any business entity solely depends on how effectively does it utilizes its optimum resources and how soon does it make arrangements for the removal of the customer’s grievances. Moreover, the company should always be ready to make necessary changes according to the requirements in order to attract more customers so as to maintain a substantial growth in the market. The topic given to me was: â€Å"JOURNEY TO ZENITH OF CADBURY† I have tried to put my best efforts to complete this task on the basis of skill that I have achieved during my studies in the institute. I have tried to put my maximum effort to get the accurate statistical data. If there is any error or any mistake in collecting the data, please correct it in the best way as I am still learning. CHAPTER-1 INTRODUCTION Introduction The Cadbury’s Inc has taken the opportunity to offer us a broader view of chocolate category. The Cadbury India’s no. 1 Chocolate is able to share with their market insights based upon unparalleled breath of chocolate experience. Cadbury has grown from strength to strength with new technologies being introduced to make the Cadbury confectionary business, one of the most efficient in the world. The merge in 1969 with Schweppes and the subsequent development of the business have led to Cadbury Schweppes taking the led in both, the confectionary and soft drink market intech UK and becoming a major force in the international market. Cadbury Schweppes today manufactures product in 60 countries and a trade in staggering 120. The Cadbury story is a fascinating story of a family business that grew in one of the biggest, most loved chocolate brand in the world. A story that you will remember as the story of â€Å"The taste of life†. CHAPTER-2 OBJECTIVE OBJECTIVE OF THE PROJECT My main objective of the study on this project is to demonstrate the marketing strategies of Cadbury India Ltd. And to arrive at my findings, I have done few analyses:- (a) SWOT Analysis (b) PEST Analysis And also 5 P’s of Marketing:- †¢ Product †¢ Price †¢ Physical Distribution †¢ Promotion †¢ Positioning CHAPTER-3 RESERCH METHODOLOGY RESEARCH METHODOLOGY Achieving accuracy in any research requires in depth study regarding the subject. As the prime objective of the project is to compare Cadbury with the existing competitors in the market and the impact of Nestle on Cadbury, the research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Secondary data has been used to support primary data wherever needed. Primary data was collected using the following techniques Questionnaire Method Observation Method The main tool used was, the questionnaire method, observation method has been continuous with the questionnaire method, as one continuously observes the surrounding environment he works in. Procedure of research methodology # Target geographic area was Delhi. NCR and Aligarh. # To these geographical area questionnaire was given. # Finally the collected data and information was analyzed and compiled to arrive at data the conclusion and recommendations given. Sources of secondary Used to obtain information on , Cadbury and its competitor history, current issues, policies, procedures etc, wherever required. # Internet # Magazines Newspapers CHAPTER-4 ABOUT CADBURY THE LEGEND CALLED CADBURY 1824 – A business was opened in 1824 by a young Quaker, John Cadbury, in Bull street Birmingham was to be the foundation of Cadbury Limited, now one of the world’s largest producer of chocolate. 1831 – By this year the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa. This was the start of Cadbury manufacturing business as it is known today. A larger factory in Bridge Street Birmingham was rented in 1847, John Cadbury was joined by his brother Birmingham and the business became Cadbury Brother of Birmingham. 861 – John Cadbury resigned his business and handed over to his sons, Richard, 25 and George, 21 who after 5 difficult years almost shut down the business to take up other vocation. Fortunately for generation of chocolate lovers, they didn’t. 1866 – Saw a turning point for the company with the introduction of a process for pressing the cocoa butter from the coca beans. This not only enabled Cadbury Brothers to produce pure coca essence, but the plentiful supply of coca butter remaining was also used to make new kind of eating chocolate. The essence was advertised as ‘Absolutely pure, therefore best’. 1879 – Business prospered from this time and Cadbury Brother outgrew the Bridge Street factory, moving in 1879 to a ‘Greenfield’ site some miles from the center of Birmingham which came to call Bourneville. The opening of the Cadbury factory in a garden also heralded a new era in industrial relations and employee welfare with joint consultation being just one of the introduced by the pioneering Cadbury Brothers. 1899 – In this year the business private limited company – Cadbury Brothers Limited progress since the start of the century. Chocolate has moved being a â€Å"luxury† item to well within the financial reach of everyone. 1905 – Cadbury has many famous brands with one of major success story being Cadbury’s Dairy Milk chocolate launched in 1905, today Britain’s favorite moduled chocolate bar. Cadbury today is the market leader in the U. K chocolate confectionary market, employing the most advanced processing technology and management information and control techniques. The company is the confectionary division of Cadbury Schweppes plc which is major force in the confectionary and soft drinks international market. World wide Cadbury is one of the pre – eminent names in confectionary with impressive range of famous brands. Quality has been the focus of the Cadbury business from the very beginning as generations have worked to produce chocolate with that very special taste, smoothness and snap, so characteristics of Cadbury’s chocolate. ORGANIZATIONAL STRUCTURE Design Development Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today’s standards this chocolate was not particularly good as it was very coarse and dry and was not sweet or milky enough for public tastes. At that time there was a great deal of competition in the U. K from continental manufactures, not only the French with their fancy chocolates but also from the Swiss, who were renowned for their milk chocolate. Led by George Cadbury junior, the Bourneville experts set out to meet the challenge. A considerable amount of time and money was spent on research and new plant design to produce the new chocolate in much large quantities. A new recipe was formulated fresh milk and new production processes were developed to produce milk – chocolate not merely as good as Swiss chocolate but better than the imported milk chocolate. Four years of hard work were invested in the project and in 1905 what was to be Cadbury’s top selling brand was launched. Three names were considered Jersey, Highland Milk and Dairy Maid. Dairy Maid became Dairy Milk and Cadbury’s Dairy Milk with its unique flavor and smooth creamy texture was ready to challenge the Swiss domination of the milk chocolate market. By 1913 it had become the company’s best selling line and in the mid twenties Cadbury’s Dairy Milk gained its status as the brand leader, a position that it has held ever since. Today more than 250 million bars of Cadbury’s Dairy Milk are made every year and sales reach over 100 million Pound in value. While advertising and label design have changed with fashion and considerable strides have been made in manufacturing technologies, the recipe for Cadbury’s Dairy Milk its ‘glass and a half of full cream milk in every half pound produced’ is still basically the same as when it was launched. Cadbury’s Dairy Milk Story Chocolate has been enjoyed by successive generation since the manufacturing process was developed in the Victorian Times. Good chocolatiers is an art form depending on recipe traditions, which have grown over the years. Chocolatiers have use their skills to make balanced recipe in which all the ingredients combine to produced chocolate with all the characteristics that enable full delicious taste to be enjoyed by the consumers. By today’s standards the first chocolate for eating would have been considered quite unpalatable. It was the introduction of the Van Houten cocoa press from Holland that was the major break through in the chocolate production as it provided extra cocoa butter needed to make a smooth glossy chocolate. Cadbury’s Milk Tray – 1915 Milk Tray has maintained its popularity in the changing world since the milk chocolate assortment made with the famous Cadbury’s Dairy Milk chocolate was first introduced in 1915. The name ‘tray’ derived from the way in which the original assortment was delivered to the shops. Originally Milk Tray was packed in five and as half pound boxes, arranged on trays from which it was sold loose to customers. The half pound deep – lidded box with the traditional purple background and gold script was introduced in 1916, followed by one pound box in 1924. With its stylish, without frills presentation Milk Tray was the assortment for everyday, not just special occasion and it represented the best buy in the chocolate for millions of people. The pack design has been regularly updated and the assortment itself has changed in line with consumers taste and preferences. By the end mid – thirties the Cadbury’s Milk Tray assortment outsold all its competitions and today it is still one of the most popular boxes of chocolates in this country. Cadbury Schweppes Cadbury Schweppes plc, a global beverage and confectionary giant with annual sale of Rs 20,000 crores ,is the worlds number one non – cola soft drink company having bottling and partnership operations in 14 countries and franchises of its brand in a further 86 countries around the world. Its Hundred Percent subsidiary in India named Cadbury Schweppes Beverage India (private) Limited (CSBIL) started operation in March 1995. The first brand was launched was Crush which was later followed by Canada Dry, Schweppes Tonic Water, Schweppes Bitter Lemon. CSBIL with its franchise agreement with 19 bottling plants throughout India proposes to be a household name. It has a policy for FOBOs (Franchise owned bottling operations ) unlike Coke and Pepsi which prefer COBO,s (Company owned bottling operations). In FOBO the beverages company only supplies the concentrate and the marketing support to build brand equity. The other aspects like machinery, bottling line, land and distribution is the responsibility of the bottler. As its CEO Mr. Ashok Jain says, â€Å"we are the software, they are the hardware†. PRODUCT PROFILE CHAPTER-5 SWOT AND PEST ANALYSIS OF CADBURY SWOT ANALYSIS Strength 1. Very strong brand equity in India. 2. Due to its 54 years presence in India – has deep penetration – 2100 distributors; 450,000 retailers, 60 mid urban (22%) customers. 3. Three sectors; Chocs (70% share), Confec (4%), food drinks (14% leader in brown segment). 4. Low cost of production due to economic of scale. That means higher profits. Better market penetration. 5. Second best manufacturing location throughout Cadbury Schweppes. Weakness 1. Poor technology in India compared to current international technologies (Godiva, Mozart, Fazer, Dint, Naushans, etc ) 2. Ltd. Key products, only one central brand (CDM). Pralines range totally wising in India. 3. â€Å"Make in India† tag once the economy opens up wore and imports rush in. Opportunities 1. Tremendous scope for per capita consumption (160 gms of 8 – 10 kg) 2. Increasing per capita national income resulting in higher disposable income. 3. Growing middle class and growing urban population. 4. Increasing gifts cultures. 5. Substitute to â€Å"Mithais† with higher calories/cholesterol. 6. Increasing departmental stores concept – impulse @ at cash counters. 7. Globalization: optimal use of global Cadbury Schweppes. Threats ) Major :- Due to low cost and highest brand equity, it is success in India. b) Minor :- Globalization will bring in better brands for upper end of the market (Liest, Monarch, Godiva, etc†¦). Conclusion:- Will lose market share with globalization but will remain brand leader. Pest Analysis P: Since the budget range is decontrolled, no political e ffects are envisaged. E: 1) Increasing per capita income resulting in higher disposable income. 2) Growing middle class/urban population – increase in demand. 3) Low cost of production – better penetration. S: 1) Per capita consumption expected to increase – fashion. ) Increasing gifts culture – increase in demand . 3) Lower cholesterol than â€Å"mithais† (sweet meat) subsbstitute demand. T: Will have to reinforce technology to international levels once India is a â€Å"free† economy. CHAPTER-6 AN INSIGHT ON 5 P’S OF MARKETING (CADBURY) 5 P’S Of Marketing 1 PRODUCT The average company will compete for customer by conforming to his expectation consistently. But the winner will surpass them by constantly exceeding his expectation, delivering to his door step additional benefits which he would never have imagined . Cadbury’s offer such product. The wide variety products offered by the company include: I. Chocolate Confectionary 1) Dairy Milk 2) Fruit Nut 3) 5 Star 4) Break 5) Perk 6) Gems 7) Eclairs 8) Nutties 9) Temptation 10) Milk Treat II. Beverages III. Food Drinks 1) Bourn vita 2) Drinking chocolate 3) Cocoa 2 Pricing Make no mistake. Second P of marketing is not another name for blindly lowering prices and relying on this strategy alone to increase sales dramatically. The strategy used by Cadbury’s is for matching the value that customer pays to buy the product with the expectation they have about what the production is worth to them. Cadbury’s has launched various products hich cater to all customer segments. So every customer segment has different price expectation from the product. Therefore maximizing the returns involves identifying right price level for each segment, and then progressively moving through them. Dairy Milk Rs. 15 Perk Rs. 10 5 Star Rs. 10 Friut and Nut Rs. 22 Gems Rs. 10 Break Rs. 5 Nutties Rs. 18 Bournvita (500 gm) Rs. 104 Drinking chocola te Rs. 50 3 Physical Distribution – â€Å"Place† Distribution Equity:It takes much more time and effort to build, but once built, distribution equity is hard to erode. The fundamental axiom of Indian consumer market is this: You can set up a state-of –the-art manufacturing facility, hire the hottest strategies on the block, swamp prime television with best Ads, but the end of it all, you should know how to sell your products. The cardinal task before the Indian market in managing is to shoe-horn its product on retail shelves. Buyers are paying for distribution equity not brand equity and market shares. Why does the company need distribution equity more in India? With technology and competitive pressure slash in it is becoming increasing difficult for marketers to retain a unique product differentiation for long period. In a product and price parity situation, the brand that sells more is the one that reaches the highest number of customers. India – 1 billion people, 155 million household has over 4 million retail outlets in 5351 urban markets and 552725 villages, spread cross 3. 28 million sq. km. television has already primed and population for consumption, and the marketer who can get to the to the consumer ahead of competition will give a hard – to – overtake lead. But getting their means managing wildly different terrains-climate, language, value system, life style, transport and communication network. And your brand equity isn’t going to help when it comes to tackling these issues. Own distribution network consist of clearing and forwarding (CF) agents distribution stockiest. This network of distribution can either contact wholesalers and which in turn retailers or the distributors can contact to the retailers directly. Once the stock product reaches retailers, the prospective customers can have access to the product. Cadbury’s distributes the product in the manner stated above. Cadbury’s distribution network has expanded from 1990 distributors last year to 2100 distributors and 4,50,000 retailers. Beside use of TI to improves logistics, Cadbury is also attempting to improve the distribution quality. To address the issue of product stability, it has installed visi colors at several outlets. This helps in maintaining consumption in summer when sales usually drops due to the fact that the heat affects product quality and thereby off takes. Looking at the low penetration of the chocolate, a distribution expansion would itself being incremental volume. The other reason is arch rival Nestle reaches more than a million retailers. This increase in distribution is going to be accompanied by reduction in channel costs. Cadbury’s marketing costs, at 18% of total costs, is much higher than Nestle’s 12% or even pure sugar confectionery major Parry’s 11%. The company is looking to reduce this parity level. At Cadbury, they believe that selling confectionery is it like selling soft drinks. 4 Promotion Effective advertising is rarely hectoring or loudly explicit†¦. It often both attracts and generates arm feelings. More often than not, a successful campaign has a stronger element of the unexpected a quality that good advertising shares with much worthwhile literature. To penetrate into the inner recesses of customer memory, communication must first ensure exposure, grab his attention evoke his comprehension, grab his acceptance and then extract retention competing with thousands of other units of communication trying to do the same. Finding showed that the adults felt too conscious to be seen consuming a product actually meant for children. The strategic response addresses the emotional appeal of the band to the child within the adult. Naturally, that produced just the value vacuum that Cadbury was looking to fill. Thereafter it was the job of the advertising to communicate ustomer the wonderful feeling that he could experience by re-discoursing the careful, unselfish conscious, pleasure – seeking child within him – and graft these feeling onto the Ad campaign like â€Å"Khane Walon Ko Khane Ka Bahana Chahiye† for CMD and â€Å"Thodi Si Pet Pooja – Kabhi Bhi Kahin Bhi† for Perk have been sure shot winner with the audience. Whirl with the new launched temptations with the slogan â€Å"Too To Share† the communication resolves around the reluctance of a person who’s got their hand on a bar of temptation to let anyone else to have a bite. As well as outdoor and radio ads, ad agency contract has created communication for cinemas and even ATM machines for the brand. All ICICI’s ATM a message flashes on the screen as soon as customer inserts his ATM card. It tells the customer that this would be good time to get out of his temptation since he/she is bound to be alone. Something familiar is planned for phone-book as well. In cinemas, Cadbury has a message on-screen just before the lights are dimmed to give them a chance to get their temptations. There will also be after dinner sampling in restaurants – to begin with, 30 catteries in Mumbai have been selected. The next round of activity will include the wafer-chocolate Perk and the Picnic bar, which has faced problems with its taste, because of the peanut it contains. Milk treat has also been launched in a module bar form, just in time of Diwali gifting market. Eclairs has got potential for much wide distribution, in a small sweets that airlines, hostels, and up market retail outlet offer to guest and customers. Ad spend in 2000 was about 14% of sales and the management said that plans to maintain as spend at this level in the current year also. Ad since any discussion today would be incomplete without mention ‘e’ word, the management plans to tap this new channel of marketing. Beside three company website(i. e. www. cadburyindia. com,wwww. bourvita. com,www. cadburygift. com) that the company has launched, it had also entered into various marketing relationship with other portals, specially targeted during festivals and events such as Valentines day , etc†¦. It’s a combination of spiffing up its key brand, researching and improving the newer products that haven’t taken off, supported with high ad – spends that Cadbury hopes will see it emerges stronger after the current slowdown, as well as expand the market. 5 Positioning In the 1970s consumers were ready to pay â€Å"more for more†, and luxury goods flourished. In the 1980s, consumers began to demand â€Å"more for same†, and the discounting era grew strong. Today’s consumer demanding â€Å"more for less†, and the winner will be that super value marketers†¦. Some of today’s most successful companies recognize those customers are more educated and able to recognize true customer value†¦ Positioning is simply concentrating on an idea – or – even a word defines that company in the mind of the consumer. It is more efficient to market one successful concept to one large group of people than 50 product or service ideas to 50 separate group†¦ repositioning is a must when customer attitude have changed and product have strayed away from the consumer’s long standing perception of them†¦ Cadbury’s is an anchor in sea of confectionary products. As a variety of competitive claims assails her senses, today customer uses complicated decision making process to assess the alternative before making a purchase. Since Cadbury’s is more clearly associated with a particular set of attributes in terms of benefits and prices, the quicker becomes her search process. Positioning of individual product: 1) CMD: is and always remain flagship brand. The punch by the company for advertising this product life. ‘Real taste of Life’, itself defines the positioning of the product. The chocolate is meant for all age groups. It symbolizes fun, enjoyment, good items. It has goodness of milk, taste and appetite appeal. 2) 5 star: although positioned internationally as an energy bar, 5 star was positioned on an emotional platform in India during the late 1980s. Symbolizing togetherness, 5 star was originally targeted at teenagers. In June 1994, the company reworked the strategy for 5 star to make it a source of energy. In fact, before the launch of Perk, 5 star’s energy bar positioning made it a snacking chocolate. 3) Eclairs: competing in the chewable toffees segment. Eclairs was re-launched during the mid-nineties with a new name, Dairy Milk Eclairs. 4) Gems: broadcasting Gems, though, didn’t prove to be feasible proposition for Cadbury. Targeted at children under 12 years with ‘Gems Bond’ advertising. Cadbury decided to sell it to teenagers with the ‘Smart Very Smart’ campaign. But now, the company is retargeting children with its animated commercial. â€Å"Gems are the best brand to speak to children. Colorful chocolate buttons appeal most to children and that is why Cadbury is re-targeting children.    5) Crackle: it was the first Cadbury’s chocolate to have crunch in it. It was targeted as a funky chocolate to add spark to life. 6) Perk: in September, 1995, Cadbury preempted the launch of Nestle’s Kit-Kat by rushing a new brand, Perk into the market. Positioned much further on the functional scale of 5 star, Perk was meant to be light snack-product for subduing the first pangs of hunger. 7) Bo urnvita: positioned as tasty health drink. While its competitors concentrated only on health aspect, Bournvita combined the nutritious value   with taste. CHAPTER-7 MARKET SEGMENT AND MARKETING STRATEGIES OF CADBURY Cadbury’s Market Segment Market place for any product is comprised of many different segments of consumers, each with different needs and wants. Markets segmentation can be defined in a number of ways such as: Demographic variables (e. g. Consumers age groups, gender, material states income etc†¦)( The lifestyle of consumers (i. e. their interests and activities) the benefits which consumers look for in a product or on the occasions when the product might be consumed. Cadbury takes into account all these factors when producing a range of products. It targets different segments within the market, such as the. ( Break segment – products which are normally consume as a snatched break and often with tea and coffee, for example Cadbury’s Perk and snack range. ( Impulse segment – these products are often purchase on impulse, eating these and then. They include product such as Cadbury’s Dair y Milk. ( Take home segment – this describes product that are normally purchased in supermarkets, taken home consumed at a later stage. The Real Taste of Rejuvenation (transformation) It was the market – leader, but sales inched along. It focused firmly on its target segment, but the real buyer lay beyond. For seven long years, Cadbury’s Dairy Milk chocolate suffered stagnancy even as other consumer products boomed. Just how did the company rejuvenate an old brand to create the marketing megs-hit of the 1990s? It Stand First Among Second coming. And it wasn’t so much a re-launch as it was a process of rejuvenation. Over a period of 12 months, starting February, 1994, the Rs. 14 crore confectionery makers Cadbury embarked on the most outrageous repositioning exercise in the recent history of Indian marketing. For, it systematically dismantled the franchise that the company had built over 30 years of its flagship brand, Cadbury’s Dairy Milk (CDM)-Cad bury’s Milk chocolate until 1986-destroying the very fundamental of generic association that had made million of Indians refer to a bar of a chocolate as a â€Å"Cadbury†. More proof of the chocolate is in the eating: two years into process, CDM’s market share at 25%, with sale rising by an average 40% per annum. The Diagnosis Today, The Real Taste of Life campaign, which served up chocolate in general, and CDM in particular, into the consciousness of adult, has already become a classic of advertising and marketing. By 1993, Cadbury was desperately seeking growth for the brand†¦ â€Å"With a market share of 70%, trying to win away customers from competitors in this stagnant market wouldn’t help. They had to find new customers, people who’d never bought chocolate before. Or, they had to increase consumption levels†. The obvious solution, in a peculiar predicament. Despite low penetration, both the brand and the category were displaying symptoms of age: faltering growth, high recognition, and lack of excitement. The market research revealed the cause of the graying: chocolate wasn’t a snack in India. â€Å"In mature markets, chocolate straddle a continuum, from boutique product – packaged raw indulgence – to a casual food†. So, Cadbury whipped up a growth solution that involved associating the brand with snacking and functionally, which inevitably go together with high consumption rates in the Western markets. The next step: identify the barriers preventing consumers from chocolate as a snack. A battery of test, both quantitative and qualitative, comparing chocolate consumption to a basket of competitive products revealed an unmistakable answer. â€Å"Cadbury’s Was Caught In Its Own Trap† How? The company had, over decades, created a context of chocolate consumption that was now chocking growth possibilities. â€Å"The baggage of the past was so overpowering that people didn’t get influenced by minor shifts in the message†. In fact, the behavioral and attitudinal patterns conveyed by the communication to build the brand were proving restrictive. For, Cadbury had, using the traditional demographic variables of age, socio-economic groups, and usage intensity, positioned CDM as a product that elders – typically, parents – bought for children – typically, their own. But admittedly – enduring values of love and sharing, parental affection, and reward that Cadbury had labored to associate with the brand, which had helped it forge a relationship with customers, had relegated it to being a special – occasion item, ruling out increased individual consumption. After all, special occasion item, ruling out increased individual consumption. After all, special occasion were meant to be a rare. A typical Ad would show parents bringing home chocolate for their child. It would never, ever, show the child, or the parent, buying it for himself or herself. The punch line – Sometimes Cadbury’s Can Say It Better Than Words, and Nothing But The Best Will Do – reinforced the notion, with an unwelcome side – effect: adults, as research showed, felt distinctly guilty and embarrassed about eating chocolate, whether alone or socially. â€Å"Not only were adults not indulging in chocolates, but they were also actively curtailing child consumption† solution? Forget children as the core consumer. Universalize the product, targeting the parents. The Tests Despite the Need To Clear The residual memory of CDM’s former association, caution prevented a big break with the past, forcing Cadbury to experiment with a combination of continuity and change. The process entailed understanding the foundation of the brand, since it was these that would support the new structure†. Out went the caring and sharing element, but the family context stayed. â€Å"Cadbury had two pillars, so it made sense to change one†. Chocolate should be eaten whenever you feel like. It was an impulse item, so why shouldn’t it be sold as one? The first of the two commercial focused on functionality, purging the emotional element. The first commercial storyline, the father watches TV, engrossed, gnawing away at a bar of CDM. The children enter, followed by the mother-but, by that time, the father has completed the distinctly unpaternal act of devouring the entire bar. The children are shocked, where upon the produces another bar for them-only to eat that up too. Finally, the mother brings another bar out of her bag. The last shot more CDM bars strew around casually. The second commercial conveyed the same message, depicting four member of a family doing their own thing on a Sunday afternoon, and each casually munching away on chocolates. The less than – subtle message: eating chocolate’s just an everyday affair, without special occasion or relationship coming into play. Despite their strategic intent, both ads failed on pre – airing tests. Why for stators, children were outraged at the idea of a parent consuming chocolate, while adults were down right angry at the notion of the father depriving his children of chocolate bar. Just as important, consumer rejected the idea that chocolate-eating could be equated with mechanical activities like combing one’s hair. After all, chocolates were about feelings. There had to be magic, romance, love and emotion. These elements had been ripped away from the advertising. It has sans emotion†. â€Å"Parent Are Different From Adults† Even as the ad failed, however, they generated a valuable byproduct, in the form of a new insight, into adult behavior. â€Å"Using transactional analysis on response, Cadbury’s found that adult as parents behave very differently from adults as adults. People forbid their children from having chips, but gorge themselves. â€Å"The implication†:- â€Å"The moment the adult was shown in the context of his role as a parent, all his cognitive preconception about the product would come to the fore. He’d think about the reasons why, and the block would automatically come up†. Tap child-ego state within the adult, stimulating desire, spontaneity, and the craving for instant gratification. The Prescription The crucial question that Cadbury was confronted with: what strategy should it deploy to rejuvenate CDM in a way that would appeal to the child lurking within the adult? To inject a modern flavor into CDM, they chose to create a new brand identity, borrowing a leaf from marketing guru David Aaker, who decrees that brand identity should establish a relationship between the brand and the customer by generating value proposition involving functional, emotional, or self-expressive benefits. â€Å"The Ads Had To Be Linkable† â€Å"The consumer will always tell what his current belief system is, not what it should be Cadbury’s job was to mould his habits and behavior in a way that would increase consumption for product and brand†. â€Å"Impulse Drives Chocolate Sales† One of the tools Cadbury’s used was Jean – Neal Kapferer’s Brand Prism model to examine whether contemporary value systems offered a peg on which the brand could be judge. The study disclosed, interlaid, a distinct shift from collectivism to individualism, with the pre – 1990’s sacrosanct values of filial and family love being overshadowed by the manifestation of a larger need for self – expression. â€Å"There was a definite yearning to be free child†. Therein lay the opportunity for both unshackling consumption and creating all-new association for CDM. The Breakthrough Having decided to barter the distinctly use selfish values of sharing and caring for the suspiciously self-centered one of self-expression, Cadbury’s people insisted that the rejuvenate be enriched with compensation – and equally enduring – positive values: universal truths, enduring human values, and universal moment of joy. To translate the brief into the commercial, they decide to simply portray occasion of childlike-but not childish-behavior from adults, without explicitly identifying adults as the target customer. They left the connection to be made by the customer† â€Å"In the process they were able to get viewer involvement and high levels of empathy. Nowhere did they actually say, you’re an adult, you can eat it. Because nobody wants to be told†. Thus it was that, the montage of the child in the man-the old man kicking the football; the pregnant woman carving a chocolate; young girl breaking into a spirit; the young m an tossing a bar of chocolate at his sweet-heart departing in a bus-was created. That the consumption had to be liked before it could penetrate the cultural resistance to chocolate consumption by adults was obvious. Taking a contrition stance, Cadbury decided to test the commercial being devised by OM’s creative team not for the tire battery of likeability, comprehension, credibility and behavior modification – but only for the first two. â€Å"If asked upfront, the consumer was hardly likely to consider the dramatically-different idea credible. Nor was there much chance of his announcing an immediate change in behavior†. But why likeability and comprehension? Simple: the first was meant to be the vehicle on which the daring idea-that adults should enjoy chocolate-would ride into the consumer’s psyche. In other words, the commercial was meant to make him smile at first-and only then realize the import once of the message, which is where the comprehension had to be tested. â€Å"What was clear in this case was that likeability would have to include identification and feeling warmth. † Thodi Se Pet Puja, Khabi Bhi Kahin Bhi! The Real Taste of Life Campaign The very first ad in the campaign in 94 was ‘block – Buster’. It depicted the essence of one and a half glass of milk pouring in to a boy Dairy Milk unique glass and half in to a chunk icon shows the glass and a half of full cream milk flowing in to the chunk of dairy milk conveying the deliciousness and taste appeal of the gooey, creamy, smooth chocolate inside the pack that children like. The mnemonic of 1 ? glass reached to consumer through every magazines, poster, T. V, newspaper. The second ad was montage of vignettes from every day lives of young and old which focused on showing a series of emotions. The ad created on bringing out the child in the man . The old man kicking the football, the pregnant women craving chocolate, young girls breaking into a spirit, the young man tossing a bar chocolate at his sweet heart departing into a bus. The common refrain linking them was the adult in a free child mode – spottiness, impulsive and carefree. The ad was protested among adult’s trough focus groups. The ad received an overwhelming response. It was high on likeability, evoked a great degree of empathy and identification consumers’ response were those me†¦Ã¢â‚¬ ¦ â€Å"Feel like that†¦Ã¢â‚¬ ¦. . â€Å"Every feels like this†Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Brand usage was perceived to cut across all age groups and accessions. Consumers described dairy milk as â€Å"†¦ of all ages† â€Å"Eat, when ever you feel like it†¦you do not have to wait for an occasion. † Dairy Milk had successfully enabled the free child in the consumer subsequent adv erting used the same communication strategy. Kya Swaad Hai Zindagi Ka! The next ad featured an on going match in the field. Think of a match India batting against Pakistan. The score, 6 runs to win with 1 ball left and India wins the match. The ad shows a girl dancing with jubilation on the cricket field when her hubby hits the winning stroke. The award winning campaign, designed by O M was intended to rid the Indian chocolates eater of that guilt complex. The advertisement suggested, through not in so many words, that it was ok to be seen including in a chocolate in public. You could relate the sweetness of success of chocolate. The ad draws attention to the actual eats experience. The fourth in this series was the girl with on her hands. The ad focused on showing how the girl relishes the Dairy Milk when she has mehandi on her hands. The idea behind this advertisement was to show the nature of chocolate as an impulse – driven product. Post campaign saw a great turn around. Dairy Milk transformed in to a young full brand full of zest. It came to be recognized as an expression of spontaneity and in pulse. The campaign succeeded in softening attitude towards chocolate and lifting then out of the ream of kiddies / special occasion only. It embraced a wide range emotion all build around them that chocolate means different things to different people at different times, but most importantly chocolate is Cadbury. The New Campaign And finally, with the launch of the new colloquial advertising campaign ‘Khaannein Wallon Khaannein Ka Bahana Chahiya featuring MTV VJ Cyrus Broacha, Cadbury India aimed to ‘substantially’ increase penetration level of the chocolate category in the next few years. ’ The new campaign is worth noting as it clearly differ from the earlier one in terms of rectifying the consumer perception about chocolate being an up market impulse – driven product. The attempt now is to change the image, to make chocolate eating a regular habit. The current estimated penetration level of the chocolate category is 19% in the urban market. The objective behind tne new communication on Cadbury Dairy Milk is to make the chocolate category more socially and culturally relevant and drive penetration in the process. The new campaign has been launched in tandem with the old one Winning ‘Kuch Khass Hai’ campaign and the media strategy is to let the two co – exist towards a common vision â€Å"providing a Cadbury in every pocket†. Thodi Se Pet Puja, Khabi Bhi, Kahin Bhi! Chocolate Market Share The Indian chocolate market is getting bigger and better. While on one hand, the premium segment (composing imported varieties) is opening up on the other, companies like Cadbury India are launching indigenous product made to international standards. Of the 20,000 tonne chocolate market worth about   Rs. 400 crore, Cadbury account for about 70% followed by Nestle, with a share of around 20%. Amul has about 5% of the market, with minor player taking the rest. The battle, though, is between Cadbury and Nestle. Though with a much smaller portfolio, Nestle is putting up a tough fight. From a treat for kids, chocolate are now being positioned near meal substitutes, thanks to the initiative taken by the Cadbury India during early nineties. The market itself has become broader based, in the sense adults are an important target segment now. The reposting of Cadbury’s Dairy Milk in 1994 as the ‘real taste of life (through the Slice of Life and Cricket commercial by Ogilvy and Mather) grew the entire milk chocolate by 20%, and gave the Cadbury’s range – 5 Star, Gems, Eclairs, Fruit Nut, Crackle, Nutties, Butterscotch Tiffns – a new lease of life. In other words, it facilitated the repositioning of Cadbury’s sub brands in the basket. Some of the strategic clicked, while other did not quite take off. The company is pushing the gifting segment, through occasion linked gifts. Chocolates contribute to 64% of Cadbury’s turnover. Confectionary sales accounting for 12% of turnover is contributed largely by Eclairs. The company attempted expanding its confectionary product portfolio, with launch of sugar based confectionary goodly and fruits, without much success. Cadbury also has a strong brand bornvita in the malted health drink category which account for 24% of turnover. There exists an even larger unorganized market in the confectionary segment. Cadbury has 4% of the market share in this segment. Leading national players are nutrine, Pary’s Ravalgoan, Candico, Parle, Joyoco India and Perfetti, the MNCs such as Joyco and Perfetti have aggressively expanded their presence in the country in the last few years. Malted food drinks category consists of white drink and brown drink. White drinks accounts for almost two third market of the 82,000 for market south and east are large market for drinks, accounting for largest proportion of all India’s sale. Cadbury’s Bourn Vita is leader in the brown drink coca based segment in the white drink segment Smith Kline’s Horlicks in the Nestle Milo , GCMMF nitramul and other Smith Kline brand Boost, Maltova and Viva Cadbury bold 14% market share in food drinks segment. Despite tough market condition and increased competition Cadbury managed to record a double digit (11%) top line growth in 2000. The company achieved a volume growth of 5. 2%. This was achieved through innovative marketing strategies and focused advertising campaign flagship brand Dairy Milk. Net profit rose sharply by 41. 8% to Rs. 520 million. Reduced material and energy cost and tighter control over working capital over working capital and capital expenditure enabled the company to improve the profitability. Company added 8 million new consumers and saw its outlets grow to 4. 5 lakhs and consumer to 60 million. In the food segment, Britannia is the leader brand with 21% among those who expressed an opinion saying that they like advertising for the brand Cadbury was clearly No. 2 with 18% to which CDM throw in its weight with 13% and perk with 4%. For the Chocolate Company, Khane Walo Lo Ko Khane Ka Bhanna and the Karwa Cauth, Sports are clear winners. Tied for the brand place are Amul, Parle and south based Arun Le Gram with 5% each. Disappointment among bid brands Kissan and Maggi and Kwality Walls (1%) each. Cadbury’s Temptation Cadbury’s Health Drink Cadbury’s Creamy Bar Fruit Nut New Launch Cadbury target kids with Milk Treat: It is a product that talks directly to the target consumer. The product benefits have been defined as â€Å"The goodness of milk to the fun of chocolate†. it combines both good health, multinutrition value of milk along with the pinch of fun and excitement. The kinds formally associate with Cadbury chocolate offering. Temptation :- It is aimed at the niche â€Å"international chocolate â€Å" segment of the chocolate market a segment upgraded from brands such as Cadbury’s to premium international offering such as Tolerance, Lindit and Hersheys. Roughly 5%of the total domestic consumption expected to grow to some 10%. This segment is too good to miss out on. ThePreviousCadbury’s range available in India did not offer consumer an option to upgrade to international chocolate within the Cadbury’s fold. Temptation is an attempt to lug niche, priced Rs. 30. Future Strategy In the branded impulse market, the share of chocolate in 6. % and Cadbury’s share in the impulse segment is 4. 8% factor like changing attitude, higher disposable income, a large youth population, and low penetration of chocolate (22% of urban population) point towards a big opportunity of increasing the share of chocolate in the branded impulse among the costly alternative in the branded impulse market. It appears that company is likely to play the value game to expand the market encouraged by the recent success of its low priced ‘value for many packs’. Various measures are undertaken in all areas of operation to create value for the future. New channel of marketing such as gifting and child connectivity and low end value for money product for expanding the consumer base have been identified. In terms of manufacturing management focus is on optimizing manufacturing efficiencies and creating a world class manufacturing location for CDM and Eclairs. The company is today the second best manufacturing location of Cadbury’s Schweppes in the world. Efficient sourcing of key raw material i. e. coca through forward purchase of imports, higher local consumption by entering long term contract with farmer and undertaking efforts in expanding local coca area development. The initiatives in the terms of development a long term domestic coca a sourcing base would field maximum gains when commodity prices start moving up. †¢ Use of it to improve logistic and distribution competitiveness   †¢ Utilizing mass media to create and maintain brands. †¢ Expand the consumer base. The company has added 8 million new consumer in the current year and how has consumer base of 60 million although the growth in absolute numbers is lower than targeted, the company has been able to increase the width of its consumer base through launch of low priced products. Improving distribution quality by addressing issues of product stability by installation of visi coolers at several outlets. This would be really effective in maintaining consumption in summer, when sales usually dip due to the fact that the heat effects product quality and thereby consumption. †¢ The above are some steps being taken internally to improve future operation and profitability. At the same time the management is also aware of external changes taking place in the competitive environment and is taking steps to remain competitive in the future environment of free imports, lower barrier to trade and the advent of all global players in to the country. The management is not unduly concerned about the huge deluge of imported chocolate brands in the market place. It is of the view that size of this imported premium market is small to threaten its own volumes or sales in fact, the company looks at the tree important as an opportunity, where it could optimally use the global Cadbury Schweppes portfolio. The company would be able to not only provide greater variety, but it would also be more cost effective to test market new product as well as improve speed of response to change in consumer preference through imports. The only concerns that the company has in this regard is the current high level of duties, which limit the opportunity to launch value for money products. Changing Product Mix Contributing to turnover 1994 Contributing to turnover 2000 Chocolate 59% 64% Sugar Confectionary 9% 12% Food Drink 32% 24% Current Market Share Chocolate 69. 2% Sugar Confectionary 4. 0% Food Drink 14. 2% Expanding Distribution Reach 2001 + Distribution 450000 Retail Outlet 60 Million Consumers CHAPTER-8 CADBURY SUCCESS STORY The Cadbury Story Cadbury’s success story In 1984, John Cadbury founded U. K. company with one aim: to create the highest quality chocolate. By1969, when Cadbury merged with the soft drink giant. Schweppes, Cadbury brands were already famous all around world. Today Cadbury’s production are enjoyed in 120 countries, with 40 chocolate confectionary brands, Cadbury dominated markets as far as the U. K. and Australia that’s why Cadbury have been dubbed â€Å"The world’s master chocolate makers†. The secret of Cadbury’s success What is the secret of Cadbury’s continuing success first there’s the careful selection of the finest coca beans from West Africa, as well as tasty hazel nuts from Turkey and the fine sheet and choicest natural ingredient available to us anywhere. Finally there’s skillful marketing Cadbury always takes extreme care in selecting and marketing the right range of product in every cause. The right product, the right partners, the right marketing, the promotional back up and the right employees. These are the ingredients in Cadbury’s latest recipes for success. Right from the stand Cadbury Dairy Milk Chocolate success has been based on these factors:-   Quality( Value for money( Advertising( Case Study Prior to deciding on the communication strategy for Cadbury Dairy Milk it was important to understand the habits and mindset towards chocolates. A large scale usage and attitude study was conducted among adults. The research revealed that: Adults were primarily purchasers, and not consumers of chocolates. However, as for most children’s product, they exercised a strong influence on the children’s consumption behavior. Adults acted as gatekeepers of sorts when it came to food items. Considering the advertising history, it came as no surprise that chocolate were perceived as â€Å"kiddy† product and certainly not part of the repertoire for products consumed socially. Chocolate consumption among adults evoked feeling of self indulgence and guilt. Chocolates seemed to offer virtually no significant positive and certainly no overt psychogenic benefits. Food and nutritive values associated with chocolates were low. And, in fact they were categorized as a hazard, being responsible for obesity, dental and respiratory problems. Brands images were undifferentiated and the category had low saliency, â€Å"can do without†. Purchase was almost always planned and triggered by motives ranging from celebration, bribing and reward to gifting. For an impulse product category such as chocolates, this was likely to limit market growth. This conditioning and social learning about chocolates was restricting consumption among adults as well as driving them to restrict children’s consumption. There was evidence to suggest the need for shifting focus from child as chocolates consumers to adult’s communication, hitherto, had always addressed adults as purchasers rather than consumers. Communication had positioned chocolates for specific situations, thus imposing boundaries for the growth of the market. Emphasis on casual everyday situation could help promote core consumption opportunities. For low involvement product categories like chocolates which offer emotional and sensory benefits, it is suggested that communication is most effective with repeated likeable ads promising unique and authentic emotional benefit a shift from portraying everyday moments as an opposed to special ones. The radical change however was focus on bringing out the spontaneity in adults. And, finally CDM a symbol of manipulation was henceforth to symbolize fun, enjoyment and good times. The mnemonic of a glass and half milk was to reinforce the goodness of milk and cue physiological benefits. The only variation was in the Rituals, where communication had shifted from, and special occasion to every moment. A strong volume growth was witnessed in the early 90’s when Cadbury, repositioned chocolates from children to adult consumption. The biggest opportunity is likely to stem from increasing the consumer base. Nutties Roast Almond Picnic The Outlook The Cadbury management has cut down on its growth target by setting a 10% average volume target for next 3 years (as against previous growth) coupled with price increases, this could translate into top line growth of 14 –15%. This target also appears difficult to achieve given the consumer slowdown and the fact that company is dependent on a single category chocolates to drive growth. Effect in expanding confection any portfolio have also not yielded desired results. The management has declared its intention to focus only on Eclairs (which forms a major position of its 4% share in the confectionary segment) for the time being in this category. In chocolates too ones remain on the 2-3 key brands as CDM, Perk claims which have supported growth in the past. While new launched such as milk chocolate and Perk slims have been doing well, the management expects that dairy milk would continue to be the central driving force in Cadbury’s growth and that all other brands would remain peripheral to this central brand. Few Concerns Which Come To Mind With a market share of 70% in the chocolate category and with the free availability of international brands that you see in the market today, it is only natural that Cadbury’s market share will move down from here marinating a 70% market share in a closed environment may have been easy, but it certainly won’t be easy in liberalized environment of free imports. And whatever be the anomalies of taxation or low, the consumer is surely going to have a wider choice. And it is going to be shared with other brands too in future. There is additional challenge of Cadbury’s brand just aiming market share when the consumer has a wide portfolio of brand to choose from. While there would be new chocolates launch towards the end of the year, the company has ruled out a real big chocolates launch in the current year. And it is too early yet to comment on the long term response to the new launch temptations. They say chocolates are mostly am impulse purchase. Therefore consumer would prefer smaller, low cost packs to bigger higher priced ones. The growth trend of the brands therefore clearly indicates that the only brand that has grown is the one that has received tremendous marketing and advertising support Dairy Milk withdraw support for any brand and growth loses momentum. In such scenario, for how long and how many brands can the company continuously support? POSITION OF THE VARIOUS BRANDS IN THE MARKET HAS BEEN LISTED BELOW Cadburys brands Positioning Nestle’s brands Positioning Cadbury Dairy Milk Fruit n Nut Creamy bar Roast Almond Crackle Bournvita â€Å"The Real Taste of Life† Position as adults as an impulse any time purchase – self expression values attached Classic Milk Chocolate Bar One Positioned as an affordable enriched milk chocolate Positioned as Trendy, Cool, any time snack. 5 Star / Perk/Break Perk – Positioned as Snacking consumption â€Å"Thodi si Pet Pooja†Ã‚   5 Star Energy bar Reach for the Stars. KitKat Positioned as a snacking consumption â€Å"Have a Break, Have a Kit Kat† CHAPTER-9 DATA ANALYSIS FINDINGS AND SURVEY 1. Do you eat chocolates? 2. Which brand of chocolates do you use? 3. Where do you buy chocolates from? 4. Are you aware of any campaign of the above brands? 5. Which cadbury’s product do you usually prefer or use? 6. Do you think Cadbury’s chocolate is easily available in market ? CHAPTER-10 RECOMMENDATIONS RECOMMENDATIONS †¢ Maintain dominance in chocolate, confectionery and market leadership in brown drinks. †¢ New channels such as gifting, child connectivity and value for money offering to be the key growth drives. †¢ Grow volume of sales at least 20% p. . over the next years. †¢ Achieve the goal of best manufacturing location in Cadbury Schweppes world for Dairy Milk and Eclairs. †¢ One new major product launch every year. CONCLUSION This company project has demonstrated â€Å"CADBURY’S MARKETING AND COMPETITIVE STRATEGIES† that has proved to be extensive through, and of great benefit to the company in furthering its competitive advantage. In this project it possible to see the success of Cadbury’s in its indorse its strong potential to continue to do well. CHAPTER-11 BIBLIOGRAPHY Bibliography †¢ A L Ries (1996), â€Å"Focus† Harper Collins Publishers Ltd. †¢ David A. Aaker (1991), â€Å"Managing Brand Equity†, The Free Press. †¢ David A. Aaker (1996) â€Å"Building Strong Brands†, The Free Press. †¢ Philip Kotler (Eighth Edition) â€Å"Marketing Management†, Prentice Hall of India Ltd. †¢ Advertising and marketing Magazine †¢ The Economic Times – â€Å"Brand Equity† †¢ Company Literature †¢ Market survey and questionnaires †¢ Web site: www. cadburyindia. com †¢ Web site: www. Cadbury. uk. com Business World †¢ Business Today ANNEXURE QUESTIONNAIRE 1. Do you eat chocolates? No( Yes ( 2. Which brand of chocolates do you use? Cadbury’s( Nestle( Amul( Others( 3. Where do you buy chocolates from? Super stores( Retail Stores( Restaurants( Movie Halls( Others( 4. Are you aware of any campaign of the above brands? No( Yes ( 5. Which cadburyà ¢â‚¬â„¢s product do you usually prefer or use? 5 Star( Dairy Milk ( Fruit( Perk(Nut Temptation( 6. Do you think Cadbury’s chocolate is easily available in market ? No( Yes (

Motivation, preparation and experiences of teaching Headteachers in Essay

Motivation, preparation and experiences of teaching Headteachers in Retirement in Ireland - Essay Example By following a well a systematic collection, data analysis and interpretation (Cohen & Manion, 1994, p. 40; Marshall and Rossman, 1999, p. 21: McMillan & Schumacher, 2001, p. 35), undertaken by inductive analytical strategies (McMillan & Schumacher, 2001; Ritchie & Lewis, 2003). A review of pertinent literature provides a prediction that the number of principal retirees in Ireland. The growing numbers of them, in light of motivating factors like age and health provides an opportunity for researchers to conduct research studies on this topical issue. In chapter 1 as indicated, the motivation, preparation and experiences of individual head teachers are investigated. This will satisfactorily be studied by the researchers as they seek to build on the hypothesis. This hence indicates that the research study is explanatory, exploratory and descriptive in its natural setting (Babbie & Mouton, 2001, pp. 79-81; Marshall & Rossman, 1999, p. 33.). The exploratory part of the study seeks and aims to investigate the underresearched phenomena, with a sole aim of developing and providing an understanding, shading more light and providing substantive arguments in s research area least understood. In essence, this research consequently provides a platform and invents new ideas for conducting further research. In respect to further research, scientific determination and identification of argumentative categories of hypothetically proven meaning is achieved. In such cases, more knowledge is added in identifying plausible relationships that shape up phenomenon (Marshall & Rossman, 1999, p. 33). The research is descriptive as it describes underlines and documents complexities associated with the phenomena under research, how personalities influence it, differences in opinions on critical issues and the extent to which opinion differences defines and influences the outcome (Merriam,

Organ sale Essay Example | Topics and Well Written Essays - 750 words

Organ sale - Essay Example It is time the government legalized the sale of organs. Legalization of organ sales will lower vital organs-related deaths boosting the supply of such organs, eliminating illicit organ markets, allowing access to cheaper organ transplant, and compensate donors, as revealed from the Iranian system of organ transplantation. The demand for organs is overwhelming, and yet the supply is far more muted. Right now, over 85,000 people in U.S. alone are on the list of those waiting for organs (Calandrillo 72). Out of these, a majority (about 60,000) requires a kidney, 17,000 are in desperate need of a liver, 4,000 are hoping for a lung while 3,500 are desperate for a heart. The organs are the most important for the survival of any human being. Any defect in them can shorten a person’s life within a short period. The patients on the waitlist thus urgently need them as they are living on borrowed time. However, the supply of these organs is shockingly far much less. Calandrillo says that the year 2003 saw organs harvest from only 13,000 individuals to facilitate the mere 25,000 transplants in the U.S. (72). It means that the many patients who were not successful to get a required organ sadly died. Ironically, the painful shortage is because a majority of the organs goes to the grave when the owners die. A lack of donation-appropriate organs is not a primary cause. A bumper sticker once read, â€Å"Please do not take your organs with you to heaven. Heaven understands that we are desperate for them here on the earth† (The Economist). Each year witnesses many Americans die in ways that would make it possible for an organ harvest. For example, some die in road accidents, others due to heart attacks and strokes, but organs come from only a few of the possible donors. In fact, about 75% of the Americans are not ready to donate organ upon their death. Hence, the remaining percentage that have opted to offer an