Case Study Netflex Essay - 633 Words

Chapter Case Study Explain Netflix’s marketing strategy? Can it sustain its competitive advantage? Why or why not? Netflix strategy has no brick and mortar stores, big stores with a variety between 300 to 4000 movies in stock. Netflix relies on the internet for customers’ orders and mail system for the delivery. The company does not have late fees, fluctuating monthly fees, predetermined rental periods, instead has a flat fee. Netflix, let customers view unlimited streaming of movies and TV shows for a monthly fee and has also developed platforms to deliver its titles to Nintendo Wii, Xbox 360, PlayStation 3, and TiVo. Netflix also supports decks from Panasonic, Insignia, and Seagate, and a number of Android and apple mobile devices†¦show more content†¦Lack of updating movie content. Reliance on studio agreement to secure content (movies). Opportunities Growing demand for online video streaming. Strategic partnerships with third-party businesses (Nintendo, Microsoft) Growing demand for game rentals Growth in portable media play Total integration of Netflix platform across mobile devices Threats Must absorb shipping costs which negatively affects operating margins Technology is ever changing and Netflix must consistently improve method of delivery Other companies offer video-game rental Piracy Video on Demand (VOD) Suppliers shifting to competition-Must absorb shipping costs which negatively affects operating margins Technology is ever changing and Netflix must consistently improve method of delivery. Other companies offer video-game rental Piracy Video on Demand (VOD) Suppliers shifting to competition Netflix should pressure opportunities like the online stream with customers, reassuring to customers more efficient and faster connections, unveil a plan with movie producers to reduce the 28 day window to release movies. Although, target those customers who might pay higher monthly fees and end up with the fewer films. What is the best way for Netflix to grow its business? Justify your answer. Netflix should expand internationally to increase their clientele. It only has 3.6 million international subscribers, generating revenue of $108 million through theShow MoreRelatedManaging Information Technology (7th Edition)239873 Words   |  960 PagesCONTENTS: CASE STUDIES CASE STUDY 1 Midsouth Chamber of Commerce (A): The Role of the Operating Manager in Information Systems CASE STUDY I-1 IMT Custom Machine Company, Inc.: Selection of an Information Technology Platform CASE STUDY I-2 VoIP2.biz, Inc.: Deciding on the Next Steps for a VoIP Supplier CASE STUDY I-3 The VoIP Adoption at Butler University CASE STUDY I-4 Supporting Mobile Health Clinics: The Children’s Health Fund of New York City CASE STUDY I-5 Data

Agricultural Contributions of George Washington Carver in US Free Essays

George Washington Carver was born a slave in Diamond Grove, Missouri. As a small child Carver was rescued from a band of Confederate kidnappers. From early on Carver was determined to get himself an education. We will write a custom essay sample on Agricultural Contributions of George Washington Carver in US or any similar topic only for you Order Now Carver began his schooling in Newton Country, and while attending school he also worked very hard as a farm hand. While working and studying Carver lived in a one-room schoolhouse, and as time went on he excelled as sought out for higher education. Because of his race Carver was denied on attending Highland University. In 1887 Carver got excepted to Simpson College in Indianola, Iowa. Carver made many outstanding contributions to the agricultural world and also on America it†s self. Carver changed the face of Agriculture in the south with his crop rotation methods. Carver discovered through research and trail and error ways to help soil stay fertile. Through this discovery the nutrients would stay in the ground, and crops could be planted on the same soil year after year. Carver discovered that planting peanut one year then the next planting cotton would keep the soil fertial for the following year. The peanuts contained nitrate-producing legumes, and the cotton took all the nutrients from the soil, so the soil was fresh each planting season. The farmer took his peanuts and used them as a source of food for their livestock. Carver did not over look the peanuts as just food for animals, and found over 325 ways to use the peanuts for other reasons than food. He used peanuts to make peanut butter, cooking oil, printer ink, and many more useful applications for the peanut. Carver being the introvator that he was also found many ways for the pecan and sweet potato to help the soil. Carver developed many synthetic products that could be used by all people and not too hard to make. Carver developed adhesives, bleach, cheese, instant coffee, syntheic rubber, and Worcestershire souce just to name a few. Carver†s crop rotation method did change American agirculture forever. What Carver found out through study helped America today become the world†s top producing nation of agricultural goods. Carver also did not just change agriculture for America, but also changed the way that people looked at the African American. Carver received many awards and prizes during his lifetime, but he always gave the credit to the lord. How to cite Agricultural Contributions of George Washington Carver in US, Papers

People convey their opinions about moral and social dilemmas in different ways Essay Example For Students

People convey their opinions about moral and social dilemmas in different ways Essay People convey their opinions about moral and social dilemmas in different ways. Writers use different literary forms to express their ideas. Autobiographical books are one means authors use to convey their personal history. Another style of literary composition is satire. Satire is the use of sarcasm and irony to portray human follies or to ridicule human failings Stein 1270. Science fiction is a literary form of fiction, which has split from the broader form of fantasy; in which the plot, setting and theme are drawn from scientific knowledge Benets 876. The autobiographical form used by Elie Wiesel in Night and the form of satirical humor used by Joseph Heller in Catch-22 more effectively depict anti-war themes than the science fiction form used by Kurt Vonnegut in Slaughterhouse-Five. In the book Night, Elie Wiesel uses an autobiographical approach to convey his anti-war themes. Wiesel hopes, the memory of evil will serve as a shield against evil Cover Summary. Autobiographies are successful in conveying their themes because the writer uses words as windows through which the intended thoughts and feelingsà ¢Ã¢â€š ¬Ã‚ ¦shine through Lomask 73-74. This approach makes the brutal events of the Holocaust seem painfully real. The readers are affected because they know the atrocities are documentations of actual events. After reading the novel Night, one is changed. Wiesels autobiographical approach in Night is successful because the events are personal; they are colorfully described putting the reader in the midst of the action. Night is an autobiographical account, that attempts to provide a place where one Holocaust survivor can speak for himself Brown 96. Elie Wiesel tells his own story of the death and destruction of Jews during WWII. There is an abundance of almost unbearable sections. The stories Moshe the Beadle tells about the troops throwing babies into the air and using them as target practice and the mass grave from which he escaped are dreadful. Wiesel describes the events in such a descriptive manner that it is hard not to be affected. The physical punishment and emotional damage suffered by the Jews affects the reader and leaves a lasting impression. If we are to learn from Elie Wiesel, we must listen to his storiesà ¢Ã¢â€š ¬Ã‚ ¦they open horizons we had never seen before. They smash barriers we had thought were impregnable. They leave us desolate. They also bind us in new and deeper relationships Brown 7. Wiesels writing, à ¢Ã¢â€š ¬Ã‚ ¦encounters depths of evil we have never imagined, let alone acknowledged. In listening to him we may be shattered Brown 6. It is unfathomable to think of what the Jews in the concentration camps had to go through. Wieselss personal remembrance of the despair and horror he felt is described as follows: I pinched my face. Was I still alive? Was I awake? I could not believe it. How could it be possible for them to burn people, children, and for the world to keep silent? No, none of this could be true. It was a nightmareà ¢Ã¢â€š ¬Ã‚ ¦Soon I should wake with a start, my heart pounding, and find myself in the bedroom of my childhood, among my booksà ¢Ã¢â€š ¬Ã‚ ¦ Wiesel 30. The descriptions of the Nazis having no qualms slaughtering masses of innocent people strikes a chord deep in the readers heart. Wiesel hopes that his stories will prompt a reflection that leads to a more humane future so there will not be a repetition of the events in the future Napierkowski 230. Wiesels autobiography is successful because he uses colorful language to set the scene and describe the events. He tells his story using words as windows through which the intended thoughts and feelingsà ¢Ã¢â€š ¬Ã‚ ¦shine through which reveal a picture in ones mind Lomask 73-74. He eloquently describes events like the first day in the concentration camp: Not far from us, flames were leaping up from a ditch, gigantic flames. They were burning something. A lorry drew up at the pit and delivered its loadlittle children. Babies! Yes, I saw itsaw it with my own eyesà ¢Ã¢â€š ¬Ã‚ ¦those children in the flames Wiesel 30. Night is full of detailed descriptions like the one just quoted. Wiesels intense and descriptive first person account of his incarceration leaves one stunned. Wiesel sets up a particularly graphic scene describing one of the hangings he witnessed, of a young boy and two adults, The SS seemed more preoccupied, more disturbed than usualà ¢Ã¢â€š ¬Ã‚ ¦all eyes were on the child. The description goes on: The three chairs tipped over. Total silence throughout the campà ¢Ã¢â€š ¬Ã‚ ¦The two adults were no longer alive, their tongues hung swollen, blue tingedà ¢Ã¢â€š ¬Ã‚ ¦the child was still aliveà ¢Ã¢â€š ¬Ã‚ ¦For more than half an hour he stayed there, struggling between life and death, dying in slow agony under our eyes Wiesel 61-62. One knows an unusually brutal event is to come, since SS officers have mixed feelings about what is to happen to the boy. As predicted, a thorough description of a horrifying event takes place. The accumulation of all these detailed descriptions reinforces the anti-war theme in Elie Wiesels Night. The autobiographical approach used by Wiesel is not the only successful way of depicting an anti-war theme. The black comedy used in Joseph Hellers Catch-22 successfully portrays his anti-war theme. Waterlily by Ella Cara Deloria EssayAs Yossarian learns by trying to get the airbase doctor to ground him as unfit for flying, there is a catch: In the Air Force Medical Rule Book, it is called Catch-22à ¢Ã¢â€š ¬Ã‚ ¦Yossarian was moved very deeply by the absolute simplicity of this clause of Catch-22 and let out a respectful whistle. Thats some catch, that Catch-22, he observed. Its the best catch there is, Doc Daneeka agreed Muir 970-971. There is an abundance of the events in Catch-22, which are quite irrational. It is the repetition of these events that helps portray the anti-war theme. Kurt Vonneguts Slaughterhouse-Five does not portray an anti-war theme as well as Night or Catch-22. The latter two books are successful in conveying their anti-war themes. The colorful autobiography of Wiesel and the satirical humor in Catch-22 more effectively portray the obscenities of war than Vonneguts Slaughterhouse-Five. Slaughterhouse-Five is fictional and not written with many shocking, colorful descriptions of atrocities, which occurred during WWII as Elie Wiesels Night. The science fiction parts of the book are over emphasized. One does not get a truthful account of the happenings of WWII from Slaughterhouse-Five. The Tralfamadorians science fiction aspects of the novel dull the anti-war theme. Their beliefs coerce Billy to forget about the war; the Tralfamadorians tell Billy, one thing Earthlings might learn to do, if they tried hard enough: Ignore the awful times, and concentrate on the good ones Vonnegut 117. They also tell Billy, we spend eternity looking at pleasant moments; they cannot do anything about the awful times, so they ignore them Vonnegut 117. The climax of the novel is the fire bombing of Dresden; the reader is aware of this from the start, it is stated in the first chapter. The description of the bombing it is short; one could almost miss it. Billy does not travel back to the event nor does he re-live it, like he does many other less important events. The books climax is supposed to be the fire bombing of Dresden; all the reader is given is three pages about the whole event, without any description of the bombing itself. For among its Slaughterhouse-Fives fifty thousand words the reader will not find a single description of the bombing. Throughout the book we know it is coming, for Vonnegut has introduced the topic on the novels second page, we know it has happened within the structure of the book, because its final chapter ends with the author and his created characters working in the ruins. But the historical events that transpired on the night of 13-14 February 1945 are nowhere to be found in Slaughterhouse-Five Klinkowitz 44-45. One feels let down after reading Slaughterhouse-Five. The back cover of the book says, Slaughterhouse-Five is one of the worlds greatest anti-war books. Centering on the infamous firebombing of Dresden giving the reader a false perception of what the book is about Cover Review. Slaughterhouse-Five has been glorified as an anti-war novel. It does not send as harsh an anti-war message as Elie Wiesel delivers in Night. Slaughterhouse-Five, the odyssey of Billy Pilgrams life as he travels backwards and forwards before and after WWII, has a less compelling anti-war theme that that of Catch-22. Scattered throughout the story of Billy Pilgrims capture and incarceration, are narrative episodes from his life, both before and after the war. The random unorganized technique Vonnegut uses muffles the anti-war theme. Some scenes become so jumbled that they seem to have no cause or effect. Many of the events and concepts from the book are hard to understand because they are not written in chronological order. The transition from chapter to chapter is hard to follow. Vonnegut even warns us of this on the title page by stating, This is a novel somewhat in theà ¢Ã¢â€š ¬Ã‚ ¦schizophrenic manner of tales, meaning that it is jumbled and in no particular order. This makes for a tough book to read and understand. One must read all the way through the book, then put the events in a chronological order in order for them to make sense. In conclusion, the moral and social dilemmas of anti-war are more effectively depicted in the autobiographical form used by Elie Wiesel in Night and the form of satirical humor used by Joseph Heller in Catch-22, than the science fiction form used by Kurt Vonnegut in Slaughterhouse-Five. Elie Wiesels autobiographical account of the Holocaust during WWII depicts an emotional anti-war theme. Wiesel hopes the imagery, the graphic descriptions, and the horror of the Holocaust will serve as a shield against evil. Joseph Hellers Catch-22 shows how war brings out the worst in people. The satirical humor is used to convey the seriousness of the anti-war message. Slaughterhouse-Five is Kurt Vonneguts attempt at the examination of WWII. The science fiction form muffled the anti-war message. All three of these books have anti-war themes; some literary forms worked better in conveying their ideas than others.

MAMA MAMA!!!! Essays - DraftMaxima De Holanda, Corazn En Condominio

MAMA MAMA!!!! 1.- Mama, mama, ya no me gusta mi hermanito. Calla y sigue comiendo. 2.- Mama, ya no quiero conocer a mi abuelito. Calla y sigue escarbando. 3.- Mama, ya no quiero ir a europa. Callate y sigue nadando. 4.- Mama, ya no quiero piscina. Calla y sigue escupiendo. 5.- Mama, mama por que papa corre tanto?. Callate y recarga la ametralladora. 6.- Papa, papa que es un degenerado. Calla y sigueme lamiendo... 7.- Mama, en la escuela me dicen mentiroso. Callate que ni vas a la escuela... 8.- Mama, en la escuela me dicen mafioso. Ma?ana mismo voy a arreglar eso... Bueno mami pero que parezca un accidente... 9.Mama, mama, en la escuela me dicen peludo. Callate y peinate la cara!! 10.Mama, huele a muerto... Mama, huele a muerto... Mama. Mamaaaaaaaaaaaaaaaaaaaaaaaaaa!!! 11.- Mama, mama, en la escuela me dicen antipatico. Como? NO REPITO!!!! (M. Harris). Padre e Hijo San Pedro estaba con ganas de echarse una miada y le pide a Jesus que le cuide la puerta del cielo por un rato. En eso llega un viejito y Jesus le pregunta: -Abuelo, que hacia usted en la tierra? -Bueno, yo era carpintero, tenia unas longas barbas, muchas canas, y un hijo que todo el mundo adoraba, en especial los ni?os! Super emocionado, Jesus abre los brazos y dice: -PAPA!!!!!! Y el viejito todo emocionado: -PINOCHO!!!!!! y Eva dijo Jaimito se estaba quedando dormido en clase un dia, as? que la profesora le dijo a su compa?ero de detras que le pinchase con un bol?grafo cada vez que se quedase sobado. Al cabo de un rato, la profe pregunta: - A ver, Jaimito, quien cre? el cielo y la Tierra ? El de atras le pincha a Jaimito, que se despierta y dice : - ?Dios ! - Muy bien, Jaimito. La clase sigue, y al cabo de diez minutos Jaimito esta otra vez quedandose dormido, asi que la profesora pregunta de nuevo : - ?Jaimito, qui?n es el hijo de Dios ? El de atras le pincha mas fuerte, y Jaimito casi salta de la silla gritando: - Jesus !! - Muy bien, Jaimito. La clase continua, y Jaimito vuelve a dar unas cabezadas, asi que la profesora vuelve a preguntarle: - Jaimito, dime, ?qu? le dijo Eva a Adan despues de que Dios les expulsase del paraiso ? El compa?ero de detras de Jaimito le pega un puyazo con todas sus ganas, asi que Jaimito se levanta y le dice: - ?Si vuelves a clavarme esa mierda, te la arranco y te la meto por el culo, so cabr?n ! Por la "p" La maestra le pide a Jaimito que pronuncie una oraci?n donde todas las palabras empiezen por "P": Jaimito dice: Pido permiso para pasar por puente partido. Dice la maestra: muy bien jaimito. A ver tu Luisito Responde Luisito: "Pido prestado pinceles para pintar paisajes pintorescos" Muy bien Luisito. A ver pepito: Pepito responde "profesora Petra Perez Prieto pide Pepito pronuencie palabras principien por P...... Interrumpe la maestra y dice: Muy bien pepito tienes 20 Pepito continua su oraci?n: Paciencias pendejos, Profesora Petra Perez Prieto pide Pepito pipi para polvito, Pepito poco pendejo pone preservativo pipi para prevenir pre?ar profesora Petra Perez Prieto por puta. La monja que pasea con sus internas. Una monja iba caminando con un grupo de alumnas internas por el parque y de pronto ve un hombre desnudo tirado por el zacate boca arriba. La monja preocupada piensa que sus alumnas no deb?n ver esta vulgaridad y por lo tanto decide sentarse sobre el hombre y taparlo con su h?bito. Al poco tiempo despues comienza a dec?r. Hay San Marcelino, algo siento que no adivino. Hay San Pantale?n, me esta rompiendo el calz?n. Hay San Fern?ndo, siento que me estoy mariando. Hay San Bernardino, siento que me orino. Hay Santa Teresa, que hermosa cabeza. Hay Santa Irene, que grande la tiene. Hay Santa Br?gida, que cosa m?s r?gida. Hay Santa Marta, le calculo m?s de una cuarta. Hay Santo Tom?s, ya no aguanto m?s. Hay San Alejo, me esta rompiendo el pellejo. Hay San Ciriaco me la meto me la saco. Hay San Timoteo, que sabroso guineo. Hay Santa Magdalena, que rica melena. Hay San Clemente, me turba la mente. Hay San Benito, que es esto tan bonito. Hay San Antonio, que esto no sea el demonio. Hay San Juan, siento calambres que vienen y van. Hay San Orlando, siento que me estoy regando. Hay San Marcos, ya estoy sintiendo los charcos. Hay San Vicente, siento algo muy caliente. Hay Santa Canuta, me estoy volviendo una puta. Hay San Agust?n, esto es el f?n. Hay San Jerem?as, me siento aqu?

Distillation essays

Distillation essays Lab Report Summer, 2002 Purpose: The Purpose of this experiment was to test the theory of Simple vs. Fractional Distillation using cyclohexane and toluene. 20 ml of Cyclohexane and 20 ml of Toluene were placed in a 100 ml round bottom flask. The contents were swirled to mix and a boiling rock was added. The Simple Distillation apparatus was setup using technique 7.3. A 50 ml graduated cylinder was used to collect the distillate. Heat was turned. The temperature of the vapor was recorded when each ml was collected. When 30 ml of distillate had been collected and 30 temperature readings had been obtained, the heat was turned off. After letting the apparatus cool down, the distillate and the pot liquid were discarded in the waste jar. This lab was a group effort. Two students performed the Simple Distillation procedure and Two students performed the Fractional Distillation. The data was shared between the groups. In the fraction distillation procedure, a piece of cotton was used to stop the beads from falling, but that piece of cotton proved to do more harm than help in the lab. Students were advised to do the procedure without the piece of cotton. The data gathered from simple distillation follows the the theory but the data shared from another group for farctional distillation did not prove the theory of simple vs. fractional distillation theory. In the data for the Fractional distillation, there was no real sudden rise in the temperatures. ...

Observing Tomb Sweeping Day in China

Observing Tomb Sweeping Day in China Tomb Sweeping Day (æ ¸â€¦Ã¦ËœÅ½Ã¨Å â€š, QÄ «ngmà ­ng jià ©) is a one-day Chinese holiday that has been celebrated in China for centuries. The day is meant to commemorate and pay respect to a person’s ancestors. Thus, on Tomb Sweeping Day, families visit and clean the gravesite of their ancestors to show their respect. In addition to visiting cemeteries, people also go for walks in the countryside, plant willows, and fly kites. Those who cannot travel back to their ancestors’ gravesites may opt to pay their respects at martyrs parks to pay homage to revolutionary martyrs. When Is Tomb Sweeping Day? Tomb Sweeping Day is held 107 days after the start of winter and is celebrated on April 4 or April 5, depending on the lunar calendar. Tomb Sweeping Day is a national holiday in China, Hong Kong, Macau, and Taiwan with most people having the day off from work or school to allow time to travel to ancestral gravesites. Origins Tomb Sweeping Day is based on the Hanshi Festival, which is also known as the Cold Food Festival and Smoke-Banning Festival. While the Hanshi Festival is no longer celebrated today, it has gradually been absorbed into Tomb Sweeping Day festivities. The Hanshi Festival commemorated Jie Zitui, a loyal court official from the Spring and Autumn Period. Jie was a loyal minister to Chong Er. During a civil war, Prince Chong Er and Jie fled and were in exile for 19 years. According to legend, Jie was so loyal during the duo’s exile that he even made broth out of the flesh of his leg to feed the prince when they were short of food. When Chong Er later became king, he rewarded those who helped him when times were tough; however, he overlooked Jie. Many advised Jie to remind Chong Er that he, too, should be repaid for his loyalty. Instead, Jie packed his bags and relocated to the mountainside. When Chong Er discovered his oversight, he was ashamed. He went to look for Jie in the mountains. The conditions were harsh and he was unable to find Jie. Someone suggested that Chong Er set fire to the forest to force Jie out. After the king set fire to the forest, Jie didn’t appear. When the fire was extinguished, Jie was found dead with his mother on his back. He was under a willow tree and a letter written in blood was found in a hole in the tree. The letter read: Giving meat and heart to my lord, hoping my lord will always be upright. An invisible ghost under a willow Is better than a loyal minister beside my lord. If my lord has a place in his heart for me, please make self-reflection when remembering me. I have a clear conscious in the nether world, being pure and bright in my offices year after year. To commemorate Jie’s death, Chong Er created the Hanshi Festival and ordered that no fire could be set on this day. Meaning, only cold food could be eaten. One year later, Chong Er went back to the willow tree to hold a memorial ceremony and found the willow tree in bloom again. The willow was named ‘Pure Bright White’ and the Hanshi Festival became known as ‘Pure Brightness Festival.’ Pure Brightness is a fitting name for the festival because the weather is usually bright and clear in early April. How Is Tomb Sweeping Day Celebrated? Tomb Sweeping Day is celebrated with families reuniting and traveling to their ancestors’ gravesites to pay their respects. First, weeds are removed from the gravesite and the tombstone is cleaned and swept. Any necessary repairs to the gravesite are also made. New earth is added and willow branches are placed atop the gravesite. Next, joss sticks are placed by the grave. The sticks are then lit and an offering of food and paper money is placed at the tomb. Paper money is burned while family members show their respect by bowing to their ancestors. Fresh flowers are placed at the tomb and some families also plant willow trees. In ancient times, five-colored paper was placed underneath a stone on the grave to signify that someone had visited the grave and that it had not been abandoned. As cremation is gaining popularity, families continue the tradition by making offerings at ancestral altars or by placing wreaths and flowers at martyrs’ shrines. Due to hectic work schedules and the long distance some families must travel, some families opt to mark the festival earlier or later in April over a long weekend or assign a few family members to make the trip on behalf of the entire family. Once the family has paid their respects at the gravesite, some families will have a picnic at the gravesite. Then, they take advantage of the usually good weather to take a walk in the countryside, known as è ¸ Ã© â€™ (TqÄ «ng), hence another name for the festival - Taqing Festival. Some people wear a willow twig on their heads to keep ghosts away. Another custom includes picking shepherd’s purse flower. Women also pick herbs and make dumplings with them and they also wear the shepherd’s purse flower in their hair. Other traditional activities on Tomb Sweeping Day include playing tug-of-war and swinging on swings. It is also a good time for sowing and other agricultural activities, including planting willow trees.

Analysis and interpretation of art works Essay Example | Topics and Well Written Essays - 2000 words

Analysis and interpretation of art works - Essay Example Kay and Goldberg also wrote in their 1977 manifesto with regards to multimedia computing that it is a new metamedium which is active and can be able to respond to experiment and queries in order to allow the messages to involve all the learners (Kay & Goldberg, 175). This paper is going to analyse the artworks that are described by Benjamin’s ‘Work of Art’, Kay and Goldberg’s ‘Personal Dynamic Media’ as well Mavovich’s ‘Software Takes command’. The concepts that are going to be analysed in detail based on these theoretical frameworks are reproducibility, metamedia and multimedia. Media art more or like contemporary art exhibits some critical aspect. The media art concept involves integration of culture and social-political conditions of media. New media does not only expand the possibilities of art but it also gives a broader perspective into the social implications of technology and science as well as aesthetic applications . ... Benjamin Work of Art tends to analyse the effect that is brought out by reproduction as well as the art of film in its traditional form. With regards to art Benjamin asserts that the art of work has always been reproducible. For example, the works of masters may be copied by other apprentices but it is clear that the aspect of originality always comes up. Benjamin states that the Greeks only knew two forms of reproducing art which were stamping and funding. However, modernism brought up mass mechanical reproduction. Even though the concept of lithography offered a platform for the mass production of painterly artworks it was changed based on the adaption of mass printing and photography. As a result photography foresaw film and based on this the artistic tradition was greatly transformed (Benjamin, 251). The uniqueness of any artwork is based on its location both in time and space. According to Benjamin, artwork evolves through space and time thus authenticity is regarded as a dubiou s modern concept since it depends on a copy relation. However, this assumption has changed with the introduction of photography as the process of reproduction. Mechanical reproduction hasintroduced colossal expansion of the knowledge involved in artwork such as reproduction of sound recordings or even paintings (Benjamin, 255). With all the improvements brought about by mechanical reproduction that which weakens is the aspect of aura which surrounds the basis of tradition or culture in general. The introduction of film has brought about a lot of changes with regards to the human perceptions in terms of history and psychology. According to Benjamin, art cannot be termed as an imitation of what is there in reality but it should be regarded as an expression of

Sensation and Perception Term Paper Example | Topics and Well Written Essays - 2250 words

Sensation and Perception - Term Paper Example - Two web investigative activities, - Three discussion questions, and - Eighteen short-answer items." The following is a pre- and post- self-report that can be used to evaluate the confidence of these issues in individuals: Figure 1: Pre and Post Self-Report Pre & Post Self-Report (1= not confident, 2=somewhat confident, 3=confident, 4=very confident) 1. I feel _________in my knowledge of perceptual development. 2. I feel _________in my knowledge of auditory development. 3. I feel _________in my knowledge of visual development. 4. I feel _________in my knowledge of the role of touch in development. 5. I feel _________in my knowledge of the role of auditory development. visual development and touch relative to language development of infants/toddlers with hearing loss. Source: Proctor and Compton (2009, pg. 1) An important part of perceptual development is sensory stimuli. "Sensory stimuli provide the medium through which babies learn about the world and its operation. Developmental progression in infants or toddlers is highly dependent on access to sensory information in the environment. Perceptual development occurs as infants explore and identify invariant features in the environment, discovering properties of and relationships between features. Language development evolves out of these sensory experiences that contribute to cognitive growth and development" (Proctor and Compton, 2009, pg. 1). The Preferences for Sensory Stimuli Typical infants develop their brain circuits and neural pathways during the first year. At this point in their lives, they can hear their mother's footsteps or voice as she approaches them. They lie in anticipation of her coming nearer, even directly... An important part of perceptual development is sensory stimuli. "Sensory stimuli provide the medium through which babies learn about the world and its operation. Developmental progression in infants or toddlers is highly dependent on access to sensory information in the environment. Perceptual development occurs as infants explore and identify invariant features in the environment, discovering properties of and relationships between features. Language development evolves out of these sensory experiences that contribute to cognitive growth and development" (Proctor and Compton, 2009, pg. 1). Typical infants develop their brain circuits and neural pathways during the first year. At this point in their lives, they can hear their mother's footsteps or voice as she approaches them. They lie in anticipation of her coming nearer, even directly after a nap. Anxiety and stress in infants can be soothed away from the nurturing, direct, skin-to-skin touch of their mothers. This is because, during this experience, their brains release endorphins. Babies' brains grow a little stronger and more perceptive every single time they receive a stimulus. According to Proctor and Compton (2009, pg.

Received controllable shocks Essay Example for Free

Received controllable shocks Essay They both said that the extent of a persons social network and their perceived sense of support are positively linked. The role of control in the perception of stress also plays a part. A sense of control reduces the extent to which a situation may be experienced stressful. It has been suggested that control affects the immune system. Laudenslager et al. (1983) showed direct effects on the immune system. He used rats that were placed in three groups, one received controllable shocks, the second group were a yoked control (received the same shocks as the first rat, but they had no direct control over the shocks), a third group received no shocks. All the rats were injected with cancer cells. Laudenslager found that 65% of the controlled shock group rejected the cancer cells, compared with only 27% of the yoked controlled and 55% of the no-shock group. His study suggests that control is important to the functioning of the immune system. Psychological approaches have also been applied in anger management courses since anger has been found to increase vulnerability to heart disease. B) Asses the strengths and weaknesses of two biological approaches (6) One biological approach is biofeedback. It is a technique to learn how to control involuntary muscles, or voluntary muscles that are not normally controlled, such as blood pressure and heart rate. The aim of it is to reduce ANS activity and therefore the bodily sensations associated with stress. In turn this will reduce the consequent effects of stress in terms of illness. An individual is attached to a monitor that produces feedback about some physiological activity. (E. g. The machine would produce an auditory or visual signal to indicate weather an individuals heart rate is too high or about right. ) These machines provide all different feedback to the patient, who is then taught techniques to reduce the levels. (Such as relaxation training. ) This means that physiological activity is brought under control. The key thing is that physiological activities are ones we wouldnt usually be able to control. Biofeedback has been shown to produce short and long-term reductions in heart rate, blood pressure, skin temperature, and brain-wave rhythms. Biofeedback training does fit into three main stages; developing an awareness of the particular physiological response (e. g. heart rate), learning ways of controlling that physiological response in quiet conditions. This can include providing rewards for successful control in addition to feedback. Then transferring that control into the conditions of everyday life. Dworkin and Dworkin (1988) did a study with teenagers who were suffering from curvature of the spine (scoliosis). The teenagers successfully used biofeedback techniques to learn how to control the muscles of their spine and thus alter the posture and overcome the disorder. Another biological approach is Anti-anxiety drugs. The body produces chemicals (hormones) that create anxiety. This can be countered using other chemicals (i. e. drugs) that reduce anxiety. There are several different types of drugs that all work differently. Barbiturates are depressants of the central nervous system, and long-acting barbiturates are effective in reducing anxiety. However, they do have various side effects. They can create problems of concentration, lack of coordination, and slurred speech. They also tend to be addictive. Anxious patients who stop taking barbiturates report numerous symptoms such as delirium, irritability, and increased sweating. The problems with them led them to be replaced by benzodiazepines in the 1960s. These are the most used anti-anxiety drugs, such as Valium and Librium. They promote GABA, the bodys natural relief of anxiety relief which reduces serotonin levels, which will in turn reduce arousal. Although, they are very effective and used by millions of people, they also have some of unwanted side effects. They often have sedative effects, and can make people feel drowsy. They can also cause cognitive and memory impairments, they sometimes lead to feelings of depression. Also, many people become dependent on benzodiazepines, and find it very hard to stop taking them. Sudden removal of benzodiazepines can lead to a return of the initial symptoms of intense stress and anxiety. Ants-anxiety drugs can be very effective at reducing feelings of stress. However, they do not address the problems that are causing stress. They help cope with stress but not to manage it.

Empiricism and Behaviorism Essay -- essays research papers

the turn of the twentieth century, the field of Psychology found itself in a war between two contending theoretical perspectives: Gestalt psychology versus Behaviorism. With its roots within the United States, behaviorists in America were developing a theory that believed psychology should not be concerned with the mind or with human consciousness. Instead, behavior and the actions of humans would be the foremost concern of psychologists. Across the Atlantic, Gestalt psychology emerged by placing its criticism upon the methodology of introspection, especially by ways of disparaging behaviorism. Although the two theories originated on separate continents, their opposing ideas were brought together after World War II and continued to battle each other for almost half a century.   Ã‚  Ã‚  Ã‚  Ã‚  An American psychologist, by the name of John B. Watson, is historically known for â€Å"selling† the idea of Behaviorism to other American psychologists during the 1900s. Watson insisted that â€Å"psychology had failed to become an undisputed natural science because it was concerned with conscious processes that were invisible, subjective, and incapable of precise definition† (Hunt, page256). Watson’s position on human behavior was that it could be explained entirely in terms of reflexes, stimulus-response associations, and the effects of multiple reinforcements upon a person--entirely excluding any mental processes. Watson’s work was based on the experiments of Ivan Pavlov, who had studied animals’ responses to conditioning. In Pavlov’s most well-known experiment, he rang a bell each time he presented the dogs with food. Every time the dogs would hear the bell, their initial response would be to salivate because they be lieved that food was going to be offered. Pavlov then rang the bell without bringing food, yet the dogs continued to salivate. In essence, the dogs had been â€Å"conditioned† to salivate at the sound of the bell. From this research, Pavlov concluded that humans also react to stimuli in the same way--a finding that Watson would later emphasize.   Ã‚  Ã‚  Ã‚  Ã‚  In modern psychology, behaviorism is most closely associated with B.F. Skinner, a man who molded his reputation by testing Watson’s theories in the laboratory. Skinner’s studies led him to believe that people operate on the environment to produce certain consequences, along with sim... ...alist thought and empiricism primarily embodies the question of how humans gain knowledge. In rationalism, pure reason is used in determining the fundamental natures of things and it is through human intuition and deductive reasoning that humans can obtain knowledge. Rationalists assert that there is an already existing innate knowledge, which is independent of experience, which God has bestowed upon every human individual. Descartes believed that, without innate ideas, no other information could be known. Furthermore, our innate knowledge is not learned through experience but is known intuitively through reason. Empiricists criticized the rationalists at this point, arguing that the matters of the innate ideas were in fact learned through one’s previous experiences. They emphasized that large amounts of knowledge were gained through interaction with society—which occurs in early childhood and therefore cannot be considered intrinsic. Moreover, empiricists accentuate the notion that knowledge stem from internal mental experiences (such as emotion and self-reflection). For empiricists, facts precede theories and it is plausible for one to be a fair, unbiased observer of â€Å"facts†.

Pathogens Essay

Pathogens are everywhere. They are in people, animals, and the environment. Pathogens come in a wide variety. The types are fungal, bacterial, viral, and other parasites. All pathogens can be dangerous, but two of them are more dangerous. These two types that more dangerous are fungal and bacterial. While both fungal and bacterial pathogens cause illness, they differ in the way they are transmitted, the way they are treated, and the diseases they cause. First, the way fungal and bacterial pathogens are transmitted is different.Most fungal pathogens are not transmitted person to person but instead by inhaling fungal spores. On the other hand bacterial pathogens are transmitted in many ways like through touch and air. Bacterial pathogens are also transmitted by bodily fluids. The most common infection that is transmitted by airborne pathogens is Tuberculosis. Some of the Bacterial diseases that are transmitted Group A Streptococcus, Invasive Group B Streptococcal, Haemophilus influenza . Some bacterial diseases transmitted by bodily fluids are Chlamydia, Gonorrhea, Syphilis, and Chancroid.Second, they are different in the way they are treated. Bacterial infections are usually treated with antibiotics pills. Penicillin was discovered in the 1920s by a British scientist named Alexander Fleming. Fleming almost accidently discovered the natural growing substance. He named it Penicillin after the Penicillium mold that made it. The first antibiotic discovered that could attack certain bacteria was Penicillin. In 1940 two scientists, Howard Florey and Ernest Chain, were researching projects in bacteriology looking for ways to enhance or continue with chemistry.Using chemistry they created a brown powder that kept its power for more than a few days. After experimenting they found it to be safe. It was needed right away on the front lines of World War II so mass production started right away. Penicillin saved many lives that would have been lost due to bacterial infection even in minor wounds (Rosenberg, n. d. ). On the other hand fungal infections are usually treated using antifungal creams or injections. Antifungal creams are used to treat things like athlete’s foot, ringworm of the groin and body, skin infection because of Candida yeast.A serious systemic infections like crypotococcal meningitis. Antifungal injections are used to treat infections like Candidiasis, Coccidiomycosis, and Crypotococcal Meningitis. Antifungals work by exploiting differences in mammalian and fungal cells to kill the fungal organisms with no dangerous effects on the host. Fungal and human cells are alike at the molecular level. Antifungal drugs can cause side effects; some could be fatal if the drug is not used properly (Antifungal medication, n. d. ). Finally, the diseases that fungal and bacterial pathogens cause are completely different.Fungal diseases are rarer and more likely to be fatal. One of the most fatal fungal pathogens is Candida. Candidiasis infectio ns have many types the most common non-fatal type is oral also known as thrush. Invasive Candidiasis infections occur if Candida yeast gets in your bloodstream and you have a weakened immune system and a yeast infection goes untreated. Candidiasis infections have a forty to fifty percent mortality rate for systemic infections (Hidalgo, 1994-2013). Bacterial diseases are more common and there are so many different types.Some bacterial infections are Botulism, Lyme disease, and gonorrhea. Botulism is a disease that causes neuroparalysis because of a neurotoxin produced by Clostridium Botulinum. The three types of botulism are infant botulism, foodborne botulism, and wound botulism. Infant botulism is caused by ingested C Botulinum spores that germinate in the intestine and produce toxin. Infant botulism has less than a one percent mortality rate. Foodborne botulism is most commonly caused by improperly canned or home-prepared foods. Foodborne Botulism carries a mortality rate of five to ten percent.Wound botulism is caused by contamination of a wound with toxin producing Botulinum. Wound botulism has a mortality rate of fifteen to seventeen percent (Chan-Tack, 1994 – 2013). Lyme disease is caused by bacteria called borrelia burgdorferi. It is carried by black legged ticks that have bitten mice or deer infected with Lyme disease. Stage one of Lyme disease is when the bacteria has entered the body but has spread throughout the body. Stage two is when the disease has spread through the body some. Stage is a widespread infection.Each stage of Lyme disease also has different symptoms. Stage one symptoms are like the flu. The symptoms include fever, body-wide itches, and muscle pain. Stage two symptoms are paralysis or weakness of face muscles, pain or swelling the knees or other large joints, muscle pain, and heart problems. Stage three symptoms are muscle weakness, numbness and tingling, abnormal muscle movement, and speech problems. Stage three of Lyme disea se can cause long term joint inflammation, heart rhythm problems, and brain and nervous system problems.These problems include concentration problems, memory problems, nerve damage, sleep disorders, and vision problems. (Lyme Disease, 2013). Gonorrhea is caused by a bacterium called Neisseria gonorrhoeae. The bacteria grow in warm, moist areas of the body, like the tube that carries urine out of the body. In women the bacteria can be found in the reproductive tract. Symptoms normally appear in two to five days after infection. Sometimes symptoms take up to a month to appear and some people never have any symptoms. Some symptoms are burning and pain while urinating, sore throat, and discharge from the penis or vagina.Complications like joint infections, heart valve infection, or meningitis may occur in both men and women. Scarring or narrowing of the urethra or pus around the urethra may occur may occur in men. Pelvic inflammatory disease, scarring of the fallopian tubes, infertility may also occur in women (Gonorrhea, 2013). In Short, while fungal and bacterial pathogens are different in the way they are transmitted, the diseases they cause, and the way they are treated. They are dangerous to us because the hold a form we can’t see without a microscope.They cause diseases like Candidiasis and Botulism. The infections are treated with pills, creams, and injections. These pathogens are most commonly transmitted by touch, inhalation, bodily fluids, and air. They can’t be avoided all of the time. We will never see them coming but, we can increase our knowledge about them. Increasing our knowledge will decrease our chances or getting them by knowing what causes them we can avoid them better. References: Rosenberg, J. (n. d. ). Alexander Fleming Discovers Penicillin. Retrieved from http://history1900s. about. om/od/medicaladvancesissues/a/penicillin. htm Antifungal medication. (n. d. ). Retrieved from http://en. wikipedia. org/wiki/Antifungal_medicatio n Hidalgo, J. A. (1994-2013). Candidiasis. Retrieved from http://emedicine. medscape. com/article/213853-overview#showall Chan-Tack, K. M. (1994-2013). Botulism. Retrieved from http://emedicine. medscape. com/article/213311-overview#show Lyme Disease. (2013). Retrieved from http://www. ncbi. nlm. nih. gov/pubmedhealth/PMH0002296/ Gonorrhea. (2013). Retrieved from http://www. ncbi. nlm. nih. gov/pubmedhealth/PMH0004526/

Children and adults alike enjoy fairy Essay

Children and adults alike enjoy fairy tales because, to a certain extent, there are universal themes which make the stories predictable. Three of these themes are parental abandonment, victimization, and the all-important happy ending. Fairy tales provide an escape for the reader and a way to vicariously experience a different kind of life in which anything is possible. The idea of parental abandonment seems an anathema in a children’s story. Nevertheless, Little Red Riding Hood ventures alone into the forest to walk to her grandmother’s house, in spite of the danger presented by the wolf. Snow White and Cinderella’s parents die and leave them with cruel stepmothers. In â€Å"Beauty and the Beast†, Belle is without a mother and her father is a bit of a kook who can’t look after her properly. All of the characters are placed in situations in which they become victims. The three little pigs must protect their homes from a wolf; Little Red Riding Hood must outsmart a wolf who has eaten her grandmother and disguised himself. Cinderella and Snow White, on the other hand, must outsmart their cruel stepmothers in order to find true love. The most common theme in fairy tales (except, of course, for the Grimm versions) is that they have a happy ending. Cinderella and Snow White defeat their stepmothers and marry the prince, Little Red Riding Hood and the three little pigs outsmart the wolves and save themselves from certain death. A fairy tale just isn’t a fairy tale without a happy ending; after all, the story of Cinderella would be less compelling if she had missed the ball and one of her ugly stepsisters had married the prince. â€Å"Beauty and the Beast† would have been less of a fairy tale if Belle’s love hadn’t transformed the Beast.

Web Journalism - How Journalism is Adapting to the Web

Web Journalism - How Journalism is Adapting to the Web With the decline of newspapers, theres been a lot of talk about web journalism being the future of the news business. But what exactly do we mean by web journalism? Web journalism actually encompasses a whole range of different kinds of sites, including: Newspaper Websites Websites run by newspapers are basically extensions of the papers themselves. As such, they can provide a wide range of articles in a variety of areas - news, sports, business, the arts, etc. - written by their staff of professional reporters. In some cases, newspapers shut down their printing presses but continue to operate their websites. Often, however, when the presses stop running the news staff is gutted, leaving only a bare-bones newsroom behind. Independent News Websites These sites, often found in larger cities, tend to specialize in hard-news coverage of municipal government, city agencies, law enforcement, and schools. Some of them are known for their hard-hitting investigative reporting. Their content is typically produced by small staffs of full-time reporters and freelancers. Many such independent news sites are nonprofits funded by a mix of ad revenue and contributions from donors and foundations. Hyper-Local News Sites These sites specialize in coverage of small, specific communities, right down to the individual neighborhood. As the name implies, the coverage tends to focus on extremely localized events: the police blotter, the agenda of the town board meeting, the performance of a school play. Hyper-local sites can be independent or run by newspapers as extensions of their websites. Their content is typically produced by local freelance writers and bloggers. Citizen Journalism Sites Citizen journalism sites run a wide gamut. Some are basically just online platforms where people can post video reports or pictures on virtually any subject. Others focus on a specific geographic area and provide more targeted specific coverage. Content for citizen journalism sites is usually provided by a loose affiliation of writers, bloggers and video reporters with varying degrees of journalism experience. Some citizen journalism sites are edited; others are not. Blogs Blogs are known primarily for being platforms for delivering opinion and commentary, but many actually do real reporting as well. Bloggers have varying degrees of journalism experience.

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 (