An Effective Marketing Strategy to Market Kashi's New Steam Meals in Research Paper

An Effective Marketing Strategy to Market Kashi's New Steam Meals in Singapore - Research Paper Example Under the current scenario of being accused of using GMO ingredients, the company has lost some credibility. In addition to that, the rising price of its food products has led to consumer dissatisfaction. In spite of that Kashi recently launched four new steamed products namely Kashi chicken fettuccine steam meal, Kashi sesame chicken steam meal, Kashi roasted garlic chicken farfalle steam meal, and Kashi spinach and artichoke pasta steam meal, that are meant for the busy urban population as an alternative to a cooked meal. This seems to be an effort from the company to regain its consumer base. 1.1 Research topic, questions and objectives Marketing a new food product requires a strategy that is in accordance to the consumer taste and acceptance level. The paper discusses the strategy that should be followed by Kashi to promote its new products in Singapore. Singapore is a relatively new market for Kashi that poses many challenges to the company but at the same time is full of new pr ospects. The main objective of the paper is to understand the nature of the products being launched by the company to come up with a strategy for effective marketing of the products in Singapore. ... The objectives of the research are: To identify how to design, package and add value to the product by asking Kashi Company themselves some questions such as who is the product aimed at and what benefits customers expect from the product. To determine the right and appropriate pricing strategy that can generates turnover for the organization. To determine the right places to distribute the product to the end user (customer) at the right time. To find out effective promotion strategy and to ensure that the promotion of product’s benefits can be clearly communicated to the target market. 1.2 Research rationale The research aims to provide an analysis of the market of Singapore to determine what could be an effective strategy for food brands in the area. Singapore is an emerging market for many companies and in order to cater to the taste of the people of Singapore it is important to understand the people of Singapore. This knowledge of psychology will also be helpful in determin ing the price of the product, the sort of advertising that the product needs and the necessary value additions to the product. This research aims to provide a base for further research in the area. 2. Research Methodology 2.0 Overall research structure To achieve the objectives mentioned, the study will use secondary data which will include review of the available literature. The paper tried to link the importance of place and culture to the consumer preferences and the strategy that a food brand should execute based on the locality. A thorough analysis of the available research on the consumer preferences in Singapore, and the available market opportunities will be conducted. Further, an analysis of the prospects of organic food industry in a place like

Busy streets of London Essay Example for Free

Busy streets of London Essay Someone once told me that London was the most beautiful city they had ever seen. As I walked through the streets of London I couldnt help but see the ugly side. The people were shadows to me, the buildings loomed over like leering monsters and the car headlights reminded me of the eyes of wild beasts. Everybody was so unapproachable, I felt lost, and even though I was surrounded by a sea of people I still felt all alone. As night began to fall, darkness surrounded me. Even though the streets of London are vividly colored, the only colour I could see came from the cold smear of red buses. When you feel like an ant in a massive city you cant help but feel scared, especially at night. People spill out of pubs and bars onto the pavements, but they are still never empty. I had been walking along streets for hours trying to find a secluded spot to crash over night, it took a while but I finally found a potentially nice spot to snooze, a slightly worn path in a back alley full of emptiness. I had the creepy feeling that I was being watched, although I have no idea who by because Id never felt so alone. I put the thought to the back of my head and after minutes of twisting and turning I felt hidden enough to try and get some sleep. Within 5 minutes of shutting my eyes I heard a group of rowdy, drunken girls. I stayed as still as possible and none of the girls noticed me. Then about two minutes later I noticed a man walking his dog at the other end of the alley. As the dog came closer I could hear it sniffing and panting louder, my heart began to pound. I was ashamed of the situation I was in. I didnt want anyone seeing me, luckily the man called the dog over, it paused and ran to its owner, Good dog the man said. A while later it started rain, I stayed in the same spot in hope that the it would dye down, but it got harder and colder to the point where I couldnt feel my hands and my teeth couldnt stop chattering. I rubbed my arms up and down for about half an hour trying to keep warm, I breathed into my hands and curled up into a balled thinking that some how I would be warmer. The cold night made me think about the little things I took for granted at home like, warmth with the flick of a switch, the comfort of my own bed, the homely noises of my family that I was used to. All these things I missed so much, I cried for hours not knowing where to go or what to do. Instead of moving to a spot to find shelter from the rain, I gave up and eventually so did the rain. The next morning I was awoken by the sound of my own belly rumbling. Every time I moved I could hear the wet from the rain inside my clothes and shoes. As I looked around it seemed like the city had come to life all over again, waiting for the day ahead. Street lights going out as the sun rose up, but I still felt the same. Nothing had changed for me. Except one thing, I realized that for the best part of my life Ive spent my time not feeling like I belong, going from flat to flat, from bedrooms to floors and now to nothing but a cold pavement in an alley. No-where up until last night had been this bad, I just wanted to go home. So I picked up my belongings, which consisted of a tattered blanket that was big enough to cover a small child and a rusty old drink bottle, and set about finding my family. . .

Industry analysis and market trends for Vodafone

Industry analysis and market trends for Vodafone Vodafone PLC is one of the worlds largest mobile communications companies by revenue, operating across the globe providing a wide range of communications services. The companys vision is to be the communications leader in an increasingly connected world. Vodafone was formed in 1984 as a subsidiary of Racal Electronics PLC. Then known as Racal Telecom Limited, approximately 20% of the companys capital was offered to the public in October 1988. It was fully demerged from Racal Electronics PLC and became an independent company in September 1991, at which time it changed its name to Vodafone Group PLC. Following its merger with AirTouch Communications, Inc. (AirTouch), the company changed its name to Vodafone AirTouch PLC on 29 June 1999 and, following approval by the shareholders in General Meeting, reverted to its former name, Vodafone Group PLC, on 28 July 2000. (History Vodafone.2010 [Online]). Group highlights for the 2010 financial year: Financial Highlights: Total revenue of  £44.5 billion, up to 8.4% with improving trends in most markets through the year. Adjusted operating profit of  £11.5 billion, a 2.5% decrease in a recessionary environment. Data revenue exceeded  £4 billion for the first time and is now 10% of service revenue.  £1 billion cost reduction programme delivered a year ahead of the schedule; further  £1 billion programme now underway. Final dividend per share of 5.65 pence, resulting in a total for the year of 8.31 pence, up 7%. Higher dividends supported by  £7.2 billion of free cash flow, an increase of 26.5%. Operational Highlights: Vodafone is one of the worlds largest mobile communication companies by revenue with 341.1 million proportionate mobile customers, up 12.7% during the year 2010. Improved performance in emerging markets with increasing revenue market share in India, Turkey and South Africa during the year 2010. Expanded fixed broadband costumer base to 5.6 million, up 1 million during the year 2010. Comprehensive Smartphone range, including the iPhone, Blackberry Bold and Samsung H1. Launch of Vodafone 360, a new internet service for the mobile and Internet. High speed mobile broadband network with peak speeds of up to 28.8 Mbps. (Vodafone Group 2010 Annual Report, p. 1) Chairmans Statement: The company continues to deliver strong cash generation, is well positioned to benefit from economic recovery and looks to the future with confidence Sir John Bond Chairman, Vodafone Chief Executives Review: In a challenging economic environment our financial results exceeded our guidance on all measures; we increased our commercial focus, delivered our cost reduction targets ahead of schedule and maintained strong capital investment levels. Victorio Colao Chief Executive, Vodafone Telecommunication Industry At a glance: The telecommunication industry has grown rapidly in size to provide essential services that facilitate a fundamental human need to communicate. There are 4.7 billion mobile customers across the globe with growth around 20% per annum over the last three years. Vodafone is a leading company with a 7% share of the global market. The majority of customers are in emerging markets such as India and China. In contrast growth has been more muted in developed regions such as Europe which are relatively mature. ( Vodafone Group 2010 Annual Report, p. 4) On-going competitive and regulatory pressures have contributed to significant reductions in mobile prices which are being partly offset by higher mobile usage. Competition in the telecommunications industry is intense. Consumers have a large choice of communication offers from established mobile and the fixed line operators. The combinations of competition and regulatory pressures have contributed to a 17% per annum decline in the average price per minute across their global network over the last three years. (Vodafone Group 2010 Annual Report, p. 4) Major Trends: The mobile industry continues to evolve rapidly, driven by new source of revenue, raising Smartphone proliferation and new technologies. Services: Around 80% of our service revenue comes from traditional voice and messaging services. The remaining 20% stems from the faster growing areas of mobile data and fixed broadband. (Vodafone Group 2010 Annual Report, p. 5) Network and product evaluation: This industry is undergoing significant technological change, with faster download speeds and product innovation improving the customer experience. They have been a pioneer in a range of new products. These include high speed mobile broadband for Internet and email access and femtocells to enhance customers indoor 3G signals via their household broadband connection. (Vodafone Group 2010 Annual Report, p. 5) Market Trends: If we observe and study the market trends in Europe alone, the trends seems to be improving continuously in Service Revenue, Enterprise Service Revenue, volumes in outgoing voice and data revenue. Vodafone demonstrates a strong economic stability in terms of revenue growth. Major Competitors: According to research by London-based firm IRS, competencies are most often used in: Performance management/appraisal. Personal-development planning. Management training and development. Job descriptions. Role specifications. Management selection. (Sue Dewhurst and Liam FitzPatrick, 2007, How to develop outstanding internal communications, pp: 14.) Vodafone PLC got many a few core competitors and the competency can be measured in terms of marketing strategy, revenue or the services it offer. Here, we are considering three core competitors as Virgin Group, British Telecommunications PLC and O2 Group. Lets throw some light on these companies to know more about the financial and market status. About British Telecom Group PLC: BT (British Telecom) Group PLC is operating in more than 170 countries, is one of the leading providers of communication solutions and services. Their principal activities include networked IT services, local, national and international telecommunications services, and higher value broadband and Internet products and services. (Our Company BT.2010 [Online]) BT Group PLC is listed as BT.A in London Stock Exchange. About Virgin Group: Virgin Group is a leading branded venture capital organization and it is one of the worlds most recognized and respected brands. The Virgin Group was started in 1970 by Sir Richard Branson, which has gone on to grow very successful businesses in sectors ranging from mobile telephony to transportation, travel, financial services, media, music and fitness. (About Us Virgin. 2010. [Online]) Virgin Group is listed as VMED in London Stock Exchange. About O2 Group: O2 Group, also known as Telefà ³nica O2 UK Limited, is a leading provider of mobile and broadband services to consumers and businesses in the UK. O2 is the leader in non-voice services, including texts, media messaging, games, music and video, as well as data connections via GPRS, HSDPA, 3G and WLAN. O2 UK is part of the Telefà ³nica O2 Europe group which comprises integrated fixed/mobile businesses in the UK, Ireland, Germany, the Czech Republic and Slovakia all of which use O2 as their consumer brand. Recently, O2 has established the Tesco Mobile joint venture business in the UK and Ireland. O2 is a completely owned subsidiary of Telefà ³nica S.A. (O2 UK History Telefà ³nica O2 UK Limited. 2010. [Online]). O2 Group is listed as TCEZ in London Stock Exchange.

Vincent Van Gogh: Woe Is Me :: essays research papers fc

Vincent Van Gogh: Woe is Me   Ã‚  Ã‚  Ã‚  Ã‚  During the last twenty years of the nineteenth century a new form of artistic painting formed. Postimpressionism was a form of art where the artist was highly individual and expressive. Some of the most creative painters in history helped to make the style a success. Paul Gauguin and Paul Cezanne are two of the most creative and popular painters among the postimpressionists, but not the master. The master of the postimpressionist movement was Vincent Van Gogh.   Ã‚  Ã‚  Ã‚  Ã‚  Vincent Van Gogh was born on the 30th of March 1853, in the small village of Zundert; in the south of the Netherlands. He was the oldest of six children born to Theodorus Van Gogh and Cornelia Carbentus. He began his education in 1861, at the village school in Zundert; he would subsequently attend two boarding schools. Van Gogh excelled in language learning French, English, and German. During that time he also began drawing. Vincent for the most part educated himself. In March 1868, he ends his formal education and begins an apprenticeship with Goupil and Cle. (Fine Art Web)   Ã‚  Ã‚  Ã‚  Ã‚  The Goupil and Cle. Were art dealers in Europe and Vincent was stationed at their Paris Headquarters. During his time spent as a salesman, for the art gallery, Van Gogh developed a love for fine art. Van Gogh began to become unstable and the Paris Gallery released him in 1873. Upon leaving Paris, Vincent (wanting to be useful) trained for the ministry in 1877, at Amsterdam University. After failing to land a post in the Church, he became an independent missionary and practiced among the Borinage miners. â€Å"His experiences as a preacher are reflected in his first paintings of peasants and potato diggers; of these early works, the best known is the rough, earthly Potato Eaters (http://sunsite.auc.dk/cgfa/gogh/gogh_bio.htm).   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"In 1886 van Gogh went to Paris to live with his brother Theo van Gogh, an art dealer, and became familiar with the new art movements developing at the time. Influenced by the work of the impressionists and by the work of such Japanese printmakers as Hiroshige and Hokusai, van Gogh began to experiment with current techniques. Subsequently, he adopted the brilliant hues found in the painting of the French artists Camille Pissarro and Georges Seurat (http://sunsite.auc.dk/cgfa/gogh/gogh_bio.htm).   Ã‚  Ã‚  Ã‚  Ã‚  In Paris, Vincent discovered color and the divisionist ideas, which helped to create the distinctive dashed brushstrokes that is seen in his later works. In 1887, at a restaurant in Paris, Van Gogh organized an exhibition.

Digital Advertising vs Print Advertising

Advertising is the action of calling something to the attention of the public especially by paid announcements. This has been accomplished using a variety of mediums that have evolved through the use of new technologies. Approaches to advertising include television, radio, online, product placement, billboards, newspapers, and magazines. Digital advertising has become a more accessible and effective form of advertising than press advertising in our growing society. Digital advertising promotes ads through technologically advanced means, such as the internet, television, and telecommunications. It is not to be confused with digital signage, which is a form of electronic display like LCD, LED, and plasma screens. The internet now offers ways to reach an unlimited number of consumers and innovative ways to narrow this selection. A customer can be chosen based on the sites that they surf. An ad for designer perfumes is likely to appear on a website for someone shopping on an online department store. Press advertising uses spreads in newspapers, spaces in magazines, and flyers. Slower societies without electricity rely on newspapers which is responsible for its success in the past. Therefore, there is no way to be selective in the people you are trying to cater to. Newspaper stands and subscription magazines gain loyal customers allowing press advertising to be an ideal form of communication for small businesses. Globally known products that are commonly purchased in a local area are often advertised using print advertisements. Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It is not to be confused with the whole of marketing. Marketing consists of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Moreover, advertising is a multibillion dollar industry that businesses use to promote the image of their company, which in turn sparks interest and increases sales. Although, advertising is not limited to a profitable business, it is also used by individuals, organizations, and political candidates. Persuading someone to share a common idea, to utilize services, or to buy something is the main goal of advertising. This has been since 79 A. D. when Romans in Pompeii made billboards to exhibit their testimony on the state of society. A more commonly known advertisement in history is that of Volkswagen, â€Å"Think Small†. The simplicity and use of white space in the campaign gained great response from the German people. Thomas Jefferson was one of the first persons to acknowledge the power of white space around headlines to catch ones attention. This aspect has been modified and has led to the use of bright colors, flashing lights, and shocking phrases. In the present day there are ads like Nike’s â€Å"Just do it,† and â€Å"Got Milk. These very campaigns have developed over the last twenty years. Changing from ads on the back of milk cartons to magazine spreads to television commercials, they have grown in their versatility. In a sense, they have grown with their generations and the technological advances that came with them. The invention of the television, telephone, and internet extremely changed the advertising industry. In the United States, the first television commercial recorded is that of Bulova Watch Company. They aired an ad on New York’s News Channel, WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The ad featured the slogan â€Å"America runs on Bulova time. † Commercials frequently use slogans, jingles, humor, and animations to promote and idea or product. The use of these aspects allow for it to grasp the audience’s attention, be remembered, and depicted in ways that through the mere use of actors could not be accomplished. They range in length from a few seconds to a couple minutes. The telephone was an invention that many also took advantage of to advertise. This is more commonly known as telemarketing. It is a salesperson directly soliciting to customers over the telephone. This form of advertising leaves more up to words instead of a created image. DialAmerica Marketing Inc. was first company committed to telemarketing for sales and services. Telemarketing techniques are increasingly used in political campaigns. Because of free-speech issues, the laws governing political phone calls are much less strict than those applying to commercials. Many people find these calls to be annoying; subsequently, some states have banned political calls and initiated â€Å"Do Not Call List†. The internet has a caused a massive influx in the change of advertising form. Online advertising is disguised in well-known search engines like Google and Yahoo that are used on a daily basis. Rishad Tobaccowala, the â€Å"chief innovation officer† of Publicis, one of the world’s biggest advertising groups, says that advertising in this form allows advertisers to â€Å"make lots of spearheads and then get people to impale themselves. † The advertisements that show up are in some context related to what is entered in the search bar. The first online advertisement was the ad banner created by HotWired for AT;T on October 25 1994. The thing that these forms of advertising have is that they employ direct-response marketing. This allocates customers to contact advertisers directly and immediately. Direct-response advertising consist of four primary elements, an offer, sufficient information, an explicit â€Å"call to action,† and multiple means of response, like toll free number, web link, or e-mail. Technological innovations have depleted the once thriving ways to communicate products, and promote people and ideas. The technology formerly used is the printing press. The rapidity of typographical text production, as well as the sharp fall in unit costs, led to the issuing of the first newspapers. In 1704, the first newspaper advertisement, an announcement seeking a buyer for an Oyster Bay, Long Island, estate, was published in the Boston News-Letter. In 1810, Frederick Koenig invented the improved printing press. William Carlton of J. Walter Thompson advertising company was the first to begin selling advertisement space in newspapers in 1864. Newspapers began using digital production processes and using computers in 1967. Newspaper advertising has gone a long way over a longer period of time, opposed to online advertising which was almost overnight. In society today, the use of billboards, classified ads, coupon mailers, fliers, and radio are known as small-budget advertising. All of these except radio are forms of print advertising. Whether driving by a billboard, listening to the radio or flipping through the TV channels, every advertisement has dot. com present. A comprehensive advertising campaign is the only way to make a web site successful. The evolution of the Internet has business taking a new direction. Print newsletters require time and effort, while E-newsletters are the easiest, quickest and cheapest newsletters to produce. Each issue is produced electronically and can be sent to all subscribers through Email. Digital and print advertising are in competition, and so far digital is in the lead. According to Voice of America News, advertisers in the United States are spending more on ads on the internet than in newspapers. The internet passed newspapers in 2010 U. S. ad revenue, making the internet the second-largest ad medium behind TV, according to Interpublic Group of Cos. ‘ MagnaGlobal. One newspaper after another is going out of business across the United States, and the ad revenues of traditional print media, even of highly respected magazines, is declining. Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will allow it to fail as a major revenue source for most internet sites. Better targeting of ads using individual interests and individual behaviors ensure that people are not bored or annoyed with each ad. As for paid search, it is closer to other mechanisms that allow a website to sell access to potential customers. It works effectively as a revenue source for Google. Online advertising poses as a threat to traditional print advertising because it contains a wide range of people it could possibly reach, products can be purchased immediately, and a product can be described in detail through testimonies, pictures, and reviews. If an ad is placed in a newspaper or magazine, and someone likes it he or she will have to come to your store or office to know more. But if the same ad appears on a website the visitor can click it and come straight to the website and get the full information about the product or service. The immediacy of the feedback is very high in case of internet advertising. Page views can be kept track of and effectiveness can be determined. Consumers are receiving messages through numerous forms but research models aren't accounting for this, they are only giving conversion credit to one medium. Someone who received a flier follows a link and is targeted with digital display ads for that product or related products; the way they interact with the advertisement determines how advertisers reach them. Many believe that scams are most ubiquitous to the internet. This is true but only because so much private information is transferred and communicated over the internet. Such as passwords and credit card information. Computer hackers cause this fear of purchasing items online which consequently makes people go for the â€Å"x† on advertisements all the time. When consumers use the internet to view online news like on CNN, ABC, SKY and BBC News, it is not uncommon for phoney misleading advertisement promoting a scam product to come up. Don’t let the internet scare you, because scams are also subject to printed newspaper advertisements. Waiting in the classified section of the newspaper, con artist target job seekers on a personal level. Much of the unemployed are desperate and willing to give information to have the chance to apply for a job, and sometimes this is by mail-in or over the telephone. This could by far be the worst way to try and obtain an occupation, given addresses and phone numbers can all lead back to your location. Newspaper advertisements do have a higher credibility than online advertisements, but it is easier to distinguish an online scam. The threat present in society today is that of Tivo and DVR, which record programs and also allow you to fast forward through commercials. This will allow for a discrepancy in the advertising industry for television. Maneuvers have been taken to prevent this, for example product placement and DRM’s. DRM’s are encryptions that don’t allow certain actions at certain points like on DVD’s when the FBI warning appears. New regulations could possibly be able to forbid the playback of television shows without commercials. Only new technology and time will tell. Watching shows and movies online impede on the viewing of commercials. This benefits online advertisers who pay for spaces on these web pages. That is why digital advertising is flexible, if it can’t reach you one way, it will try another. Print advertising has accomplished this also by the posting of billboards on buses, etc. This is less proficient though because advertisements cannot be updated as frequently and cost-efficiently. In the future, ads themselves will be engineered to obtain information on its audience, with the mined data immediately fueling message customization. Improvement by using new technologies will enhance the visibility, portability and impact of messages Holosonic, a US technology company, is taking the idea advertising technology to the edge. It has developed the Audio Spotlight, a system that fires a beam of sound onto a small area from a distance of more than 60ft. The company claims, the effect is to â€Å"startle and entertain† pedestrians without being audible to anyone outside the zone. Ad campaigns must become favorable interruptions which anticipate consumer needs by being exceedingly relevant. Digital advertising wholly completes this task and through the application of better developing technology will work to break any barriers or misconceptions. Print advertising is unlike digital because it uses press promote a product, organization or idea. Print advertising has reached far more impediments than the use of television, telecommunications, and the internet. Although useful in its unique, economic way, print advertising is slowing in production, not only because of new technology, but because of a change in the audience’s daily lives. Works Cited http://42explore.com/advertis.htm http://ezinearticles.com/?Print-Advertising-Vs-Online-Advertising—Whats-Better?&id=2385320 http://www.economist.com/node/7138905 http://www.huffingtonpost.com/brett-king/digital-versus-traditiona_b_563732.html http://inventors.about.com/od/pstartinventions/a/printing_4.htm

bousille et les justes essays

bousille et les justes essays Une quarantaine d'anne passes, il semble que les gens dsordonnaient souvent leurs priorits. Dans la pice Bousille et les Justes, Gratien Glinas fait transpirer plusieurs thmes, en voici trois qu'il labore plus profondment. Premirement, il y a l'ide de l'hypocrisie qui se rapporte plusieurs incidents cls dans la pice. Ensuite il y a la fausse respectabilit qui est trs vidente en plusieurs circonstances. Et en troisime lieu, la superstition religieuse est clairement dmontre. Pour dbuter, le motif de l'hypocrisie est bien labor par l'auteur. Un personnage qui tablit parfaitement le rle hypocrite est Phil Vezeau. un moment, Aurore et Henri s'inquitent de la rputation de la famille si Aim est condamn. Phil, faisant son bigot dit: ** .... on est du bon monde, le petit Jsus ne nous laissera pas le nez dans la crotte** (p.17). Ceci montre qu'il ne prend pas l'affaire au srieux mà ªme s'il voit que les autres en souffrent. Un autre exemple est lorsqu'il parle Bousille. Ce dernier est nerveux pour le procs, il a peur de tmoigner car il ne veut pas mentir. Phil dit tout simplement Bousille qu'il devrait dire la vrit mà ªme s'il sait que Bousille ne peut pas à ªtre vritable s'il veut qu'Aim soit acquitt. Ironiquement, il essaie plus tard de convaincre Bousille de parjurer. Un autre personnage significatif serait Henri qui dit Bousille qu'il rà ªve qu'Aim a frapp Bruno Maltais une seconde fois. Il dit cela pensant que Bousille n'tait pas assez int elligent pour savoir la diffrence. Plus tard, il continue bombarder Bousille d'insultes. Il dit que **...le malheur avec [Bousi ...