Parallels between The Movie, The Matrix and Platos Allegory Of The Cav

Equals between The Movie, The Matrix and Plato's Allegory Of The Cave In Book VII of The Republic, Plato recounts to a story entitled The Allegory Of The Cave. He starts the story by depicting a dull underground cavern where a gathering of individuals are sitting in one long line with their backs to the cavern's passageway. Binded to their seats since the beginning, all the people can see is the far off cavern divider in from of them. Their perspective on the truth is soley dependent on this restricted perspective on the cavern which yet is a poor duplicate of this present reality. Notwithstanding the tied individuals, there are others in the cavern. Plato alludes to them as the manikin handlers and they are the ones holding those in the cavern hostage. (Realize that the detainees don't understand this- - indeed, the detainees don't understand that they are being held hostage since this presence is all they have ever known.) Walking behind the detainees, the manikin handlers hold up different items found in reality. Because of a fire that is consuming the mouth of the cavern, the detainees can see the items and each other just as contorted, flashing shadows on the cave divider before them. Lamentably, the detainees can not see the real items or the manikin producers since they can't blow some people's minds. From youth, ...their legs and necks [have been] in bonds with the goal that they are fixed, seeing just [what is] before them.... As Plato goes on to later clarify, reality would be actually only the shadows of the pictures. The film, The Matrix, matches Platos' Allegory Of The Cave in various manners. Like the detainees of the cavern, the people caught in the lattice (the cavern) just observe what the machines (the cutting edge manikin handlers) need them to see. They are fooled into accepting that what they hear in the cavern and see before them is the genuine reality that exists. Moreover, they acknowledge what their faculties are letting them know and they accept that what they are encountering is all that truly exists- - that's it. Be that as it may, Neo is compelled to confront a difficult truth when he is expelled from the case that has kept him caught in the computer generated experience of the network. Neo finds that what he has been given as long as he can remember is just reflections, or simply shadows of reality. This subject is conveyed all through the film as we see ... ...yone to remove them from the cavern. They would battle to remain in the cavern since it is the main world they have known and it is the place they have a sense of security. In The Matrix, Cipher murders a few people in his journey to return to the lattice (the cavern). Morpheus reveals to Neo something very similar with respect to the people despite everything stopped or caught in the realm of the grid. You need to see, the greater part of these individuals are not fit to be unplugged [forced out of the grid - the cave]. What's more, a significant number of them are so inactive, so miserably reliant on the framework that they will battle to secure it. Society's Role In Our Lives All in all, Plato's account of the cavern raises numerous philosophical focuses and in particular, addresses the issue of society's job in our lives. Somewhat, we are completely affected by the musings and activities of others; in any case, simultaneously, we can address, make our own determinations, and at last settle on our own decisions. As Trinity tell Neo, The Matrix can not reveal to you what your identity is. By being sufficiently brave to pivot and take the red pill, we, much the same as Neo and the Freed Man, are making the initial move towards individual autonomy.

The Growth Of Food Tourism In Malaysia Tourism Essay Essay Example

The Growth Of Food Tourism In Malaysia Tourism Essay The touristry business is one that is rapidly turning and constantly spread excursion in the twenty-first century. There is by all accounts an expansion in the total of individuals proceeding to inquire about all the admirations this universe brings to the table. Fitting to an article distributed by the World Tourism Organization ( UNWTO ) in September of last twelvemonth, the International Tourism per centum developed by around 5 for every centum in the initial a half year of 2011 and this surpassed the 6.6 per centum developing distinction in that of 2010. The article proceeds to express that this developing in touristry in such occasions requests to be inspected and looked carefully and they ask that states make touristry as a priority in national degree arrangements. There are numerous footings to explicitly indicate touristry yet all in all and straightforward footings ; touristry is the action of an individual moving between different topographic points for non in excess of a t welvemonth. To add to this, touristry can be partitioned into a wide range of developments, for outline, adventure touristry, athleticss touristry, clinical touristry, recreation touristry and some more. In any case, with this developing in touristry, there is another feature of touristry that is simple doing its evaluation and it is known as Food Tourism. Food touristry straightforward methods the demonstration of individuals sing a particular topographic point for the goal of participating in supplement celebrations, or searching out of various supplement and eating houses in that impossible to miss state ( Hall and Mitchell 2001 ) .This new aspect of touristry was neer celebrated yet with the help of new engineerings, expansion in handiness and cognizance, supplement touristry is simple however unquestionably lifting. In Malaysia, this feature of touristry is lifting with increasingly more traveler going to Malaysia for grounds other than recreation and this consequently has mirr ored the neighborhood monetary arrangement of this state. Malaysia, being an express that is rich and various in its human advancement and legacy, has become a perfect topographic point for tourer non only to see the way of life and development yet to other than share with the neighborhood way of life and one outline of making so is by sing the supplement. There have been numerous endeavors by the important enterprises in Malaysia to propel this developing of supplement touristry to do it an extreme completion for supplement darlings around the universe. This paper will portray an inside and out articulation at the centrality and meaning of supplement touristry, and how this feature of touristry is on the ascent here in Malaysia and how this developing has impacts on the touristry part of this state. 1.1 Research Aims We will compose a custom article test on The Growth Of Food Tourism In Malaysia Tourism Essay explicitly for you for just $16.38 $13.9/page Request now We will compose a custom exposition test on The Growth Of Food Tourism In Malaysia Tourism Essay explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer We will compose a custom exposition test on The Growth Of Food Tourism In Malaysia Tourism Essay explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer The touristry division is going into another phase in present occasions. There are numerous new aspects of touristry that is on the ascent, viz. , legacy touristry, clinical touristry, experience touristry and now, supplement touristry. Gastronomic Tourism ( as it is known logically ) or Food touristry is characterized as the visit to an impossible to miss topographic point for the goal of supplement celebrations, or to search out and test various kinds of supplements and eating houses ( Hall, Sharples and Mitchell 2001 ) . In Malaysia, supplement touristry is on the ascent as there are more visitor visiting Malaysia for grounds other than relaxation. This state has become a prima occasion finish among tourer everyplace with the mix of the three unique races ( Malay, Chinese and Indian ) and the human advancements these three races offer. Not just that, the area and clime of this state being warm and tropical twelvemonth unit of ammo adds to the numerous grounds to see this state. Wi th the mix of various civic establishments and legacy, the introduction of various supplements separates Malaysia from some other state leting it to go a supplement darling s Eden. Blending to an article by the News Straits Time paper in September 2010, it says that Malaysia has been positioned as the ninth most voyaged tourer get done with around 23.65 million tourer and this exploration was finished by the United Nations World Tourism Organization. The article proceeds to express that conceivable tourer sing Malaysia will go around RM10.13 billion on supplement and drink. The touristry service in Malaysia is chipping away at doing supplement as one of the main picks for tourer to see Malaysia and there have been continuous ventures being finished by the pertinent gatherings to help ensure that this feature of touristry keeps on turning and in cut can drag out its ain personality. The points this exploration paper intends to achieve are: To portray the developing of supplement touristry in Malaya As said before, Malaysia has figured out how to determine the upper manus in going one of the touristry finish musca volitanss. There are such a large number of things that this state can offer and supplement is one of them. Be that as it may, this feature of supplement touristry is non broadly referred to yet in Malaysia as there have been more surveies and examination did in different states ( Fox, 2007 ; Kivela and Crotts, 2006 ; Ryu and Jang, 2006 ) ; yet the over the past mature ages, the pioneers and significant gatherings have started to perceive how Malaysia and its supplement can follow up on and affects the touristry business. Findingss from this exploration will demo how there has been a removal in the developing of supplement touristry in Malaysia and how this developing has affected the nearby touristry industry. How this developing has brought about positive and negative effects on the state Development in any signifier is acceptable and sound yet with developing there comes positive and negative effects and these effects must be analyzed plainly to keep away from any signifier of issue and to be after for future closures. This paper will draw how the developing in supplement touristry in Malaysia has brought about a couple of positive and negative effects and how these effects can be deciphered to back up and ensure this feature of touristry keeps on turning. How this developing has influenced the touristry division and the undertakings taken to ensure continuous developing in the great beyond The touristry area in Malaysia has been eating in the course of the last scarcely any mature ages and supplement touristry is much more so turning. In the last segment of the exploration, it will portray how this supplement touristry developing has affected the touristry business both positive and negative and how the specialists and the touristry division have thought of available resources to delay this developing and assurance continuous developing in the great beyond. 1.2 Significance of the review The Kuala Lumpur touristry industry has seen a colossal becoming in the course of the last not many mature ages with the figure of worldwide tourer reachings lifting up to 0.6 % in 2011 contrasted with the old mature ages. One of the significant thought processes in tourer to see Malaysia is a direct result of the human progress and legacy that Malaysia has and this is communicated in our supplement and nearby daintinesss. People groups from different pieces of the universe are anxious to cognize, larn and see how could it be that individuals with various races can populate under one rooftop and let their human advancements to intermix together. At the point when individuals visit Kuala Lumpur, they are in a split second tossed into a social explosion and one of the manners in which they can see and larn about the various human advancements is intensive the tasting and participating in the neighborhood supplement. The main criticalness and significance in convey oning this exploration is that, there is by all accounts a lifting pandemic in the supplement touristry part. There has been a removal in the components that impact the main ground tourer visit Kuala Lumpur, and supplement transpires of the ground. There have non been numerous past looks into and writing contention about the developing of supplement touristry in Kuala Lumpur as the majority of them are general and give and diagram. This is the reason this exploration is of import since this paper can closer view the developing of supplement touristry in Kuala Lumpur and how tourer have changed their persuasive variables to see Malaysia. 1.3 Limitation of overview The limitation of the overview is that, it is just focussed and constrained to supplement and the capacity it plays in the tourer assurance doing method. Different impacts, for example, social, or legacy or individual grounds to visit are minor and they will non be centered much around. The other limitation to this overview is that, the surveys will be replied by tourer and non nearby individuals since this paper expects to investigate the tourer grounds to see Malaysia and does supplement play a capacity in their assurance. The activity to that limitation is that the tourers are spread all around the city so to point a major figure and acquire distinctive input, will be a test. The other limitation that will be confronted is that this exploration is simply constrained to the Kuala Lumpur milieus and the tourer that stay with this nation. This is on the grounds that the majority of the tourers that movement to Malaysia remain inside the city place and the majority of the appealing powers and neighborhood supplement can be found inside the city limits. Other than that, by contracting it down to only this nation, there will be a superior and more clear worry of the point that is being accomplished. 1.4 Research Questions This paper expects to portray the developing of the supplement touristry industry in Malaysia and in what capacity will it sway the touristry part of Malaysia. When covering with this subject, there are a couple of requests that will start and it is through the outcomes of the surveys and

Job Offer Too Low Use These Key Salary Negotiation Techniques to Write a Counter Proposal Letter

Job Offer Too Low Use These Key Salary Negotiation Techniques to Write a Counter Proposal Letter If you’ve received a job offer that doesn’t quite hit the mark, it’s time to counter it. And if you don’t feel like negotiating the salary in person, you can opt for writing a counter proposal letter.A counter proposal letter is your ability to respond to the job offer in a written format. It will help you outline your reasons for continuing negotiations and making your case for a specific, more acceptable job offer.This guide will help you write a counter proposal letter that gets results. The guide consist of the following sections:Taking your time to consider the offerDoing your research to support your counter proposalConsider non-salary items as part of your requestFocusing on your value in the letterSuggesting the right figureTalking about the offer in styleShowcasing enthusiasmUsing the right kind of languageAt the end of the guide, you’ll find a template and an example letter to help you with your writing.So, let’s get started! TAKE YOUR TIME TO CONSIDER THE OFFE RBefore you start writing your counter proposal, it’s important to step back for a moment and consider. You don’t want to make hasty decisions when it comes to something as important as this.When you receive an offer, the most important thing is to ask for time to review it and to ponder your options. By taking this time to analyse and consider your options, you allow yourself to better respond to it. Your response will end up being more coherent and thorough. This will be key to getting what you want with these negotiations.Taking time will also send a message to the employer and show them you’re not in a rush to accept. They will know you won’t just accept whatever they throw your way â€" you take the crucial step of highlighting that you understand your worth and you are looking to negotiate.So, when you receive an offer, you’re first response should just be to thank the organization and ask if it’s OK for you to review it over the next few days. You can do this in pe rson or in writing. The key is to mention the following:Thank for the offerRe-iterate the main points of the offer (especially if not in writing)Say you’ll be reviewing the offer over the next two days (never ask for over a week) and responding to it afterRemember to then use the time to actually think about the offer. Be specific about the parts that disappoint you and those that might not. You want to sleep on your decisions to make sure you listen to your heart and your head.DO YOUR RESEARCHYou’ll then need to move on to conducting research. Research is an important part of negotiating your salary because you won’t know whether an offer is worth accepting or not if you don’t know your worth.You can’t ask for more money just because you ‘feel’ like it or you ‘need’ more. The reason for your rejection must be based on facts. You can’t ask for more without having something to back your argument.You need to focus your research on the following points:What are your particular skills and experience worth?What are the averages for the role and the industry?What kind of financial situation is the company in and what are the typical salaries for its employees?To learn more about all those three points, you should use online resources to your advantage. Here are a few websites that offer free information and salary calculators for you to use:Know Your Worth Tool at Glassdoor.comSalary Survey at PayScale.comLinkedIn SalaryIndeed Salary SearchSalary.comYou also want to study the company slightly and check if they’ve been in the news lately or if they are hiring a lot. Your counter proposal must be realistic and therefore, if you find the company is in debt and has laid off multiple people recently, you probably won’t be able to expect a huge improvement to your salary (but you might be able to negotiate other perks!).Then, once you’ve done the research, you can examine the offer and how it matches your findings. Since you’ve found the job of fer to be too low, compare it with your findings. Is it low compared to industry standards? Is it low in the terms of the location average? Is it low in terms of your experience?When you know the answer and you have an idea of just how ‘low’ the offer is, you can start thinking about the next steps. You should use the research to:Determine the acceptable range, and consider the averages in the role and your unique skills and experience.Gather facts to support your counter proposal.So, instead of just figuring a counter proposal figure, you can use the information to support your argument. You won’t need to write your proposal with you just asking a random figure that’s more than they offered. You can say with evidence why you think their offer is too low and you want more.What this research does is help you write things like:“According to my market research, the average salaries for the position fall between $100k-140k. Therefore, the proposed $80k falls short and I would be happier to discuss a salary closer to $110k.”CONSIDER ACCEPTABLE NON-SALARY ITEMSWhen you’re considering the proposal, it’s important to focus on other benefits and perks aside from the salary. Even if the offer is too low in terms of the salary, you might be able to negotiate other perks that make the offer slightly more appealing to you.Non-salary items can be a good way of making a job more enjoyable and motivating. They can be good things to add to your counter proposal because they show the employer you are willing to negotiate beyond just the salary. You showcase the all-important negotiating tactic: the ability to compromise.The non-salary items might not always be the most important at the start. But you definitely want to keep in them in mind and especially if you encounter the moment where the employer says, they just can’t increase the salary.The non-salary items that many people negotiate include things like:Flexible work arrangements, including working from h ome or choosing your own work hoursHoliday perks such as paid vacation timeEmployee benefits such as free parking, food vouchers, gym memberships and so onBonuses and benefit schemes, like commissions and pension plansInsurance options such as health insurance, life insurance and so onAnother great benefit to consider is development schemes. It can be a good tactic to ask the employer to pay for training and development in the near future â€" this shows your enthusiasm for the role and it can allow you to develop your skillset for the future.If you have to relocate to the role, you should also consider negotiating relocation packages as part of your job offer. If you choose to do that, always remember to back it up with research and data. For example, explain that you have to move from the other side of the country, your living costs will increase due to the relocation and so on.You can do living standard research online. Check out the following tools and calculators:BankRate.com Co st of Living CalculatorPayScale.com Cost of Living CalculatorFOCUS ON YOUR VALUEThe focus of your counter offer letter should be in highlighting your value. It’s important to state to the employer you would be a valuable addition to the organization. And not just say it but also show it.You should go over the requirements for the role one more time, writing down the reasons you match those requirements. You can simply use a format like this for now:The skill needed for the role:My supporting argument for having it:Use a conversational tone when writing your example arguments. For instance, if the role requires good communication skill, write about your experience of running a helpline for five years.Then you can narrow it down to two-three sentences that highlight your skills and match the best. These should be the key things you think will drive up performance and help you shine.Of course, you want to showcase how you are even better than what the company was looking for. So, mak e sure you remind yourself of the ways you’d add value to the organization. The extra talent, skills and experience you would bring.You can think of this as your Unique Selling Point (USP). What is the one reason the company should hire you? You might already have this prepared for the interview. If you don’t, just think about it and write it down.The idea here is to make sure you can show why you are worth a specific amount of money. Your counter proposal shouldn’t just be to argue what you want but what the company is going to get by hiring you.You’ll need to have around four sentences of your value to the organization prepared for the letter.SUGGEST A FIGURE SLIGHTLY HIGHER SALARY THAN YOU’D ACCEPTIf you’ve received a job offer that’s too low, you shouldn’t make your counter offer exactly what you’d accept as the minimum. The company is already undervaluing you and it’s likely that they will either:Accept the low counter offer you make outright, orTry negotiat ing it even lower.Therefore, the figure you suggest should always be slightly higher than what you’d accept as the bare minimum. This gives you more room to negotiate and guarantees you don’t have to settle for something less than you deserve.Your earlier research will help you at this point. It’s important to remember here that your figure must reflect your worth but also be realistic in terms of what the employer can pay. So just asking for the moon and the stars is not beneficial or practical.Since you are making a counter offer, you shouldn’t try dancing around the subject. You want to go to the point and present the organization with an actual figure you’d like to negotiate. They’ve already offered a figure so now it’s your time to do the same â€" no one wants this process to last forever!Let’s say the employer has offered you $100k but you find the average salaries in the role to vary between $105k to $120k. You’ve done your research and it shows your specifi c skills and experience puts you to a $105k to $110k range. You then calculate that your red line is the lowest average pay, which is $105k. This is acceptable to you and your living standards, considering the role. But it’s not quite your ideal.Now, you don’t want to ask for this but your counter proposal should be closer to $108k. This is still not too high considering the initial offer but it also gives more room to negotiate.Of course, this all depends on how low the initial offer has been. If it’s clearly lower (+10-20%), then you have to consider whether it’s best to just tell the employer you find the offer rather disappointing and ask them for an altogether new offer.If it’s just slightly amiss, then you can offer a higher counter offer. You generally want to ask around 5% more if the job offer is too low â€" if it’s above your red line.TALK ABOUT THE ACCEPTABLE AND NON-ACCEPTABLE PARTS OF THE JOB OFFERIt would help your cause and negotiations to find something g ood about the offer. It’s always easier to continue negotiations if you can agree on something. So, go over the proposal and think if there areacceptable parts to itand get serious about the things that aren’t.You then want to take note of those things you don’t agree and which you want to negotiate further. This gives you the core of your letter.The things you should go over are:What is the proposed salary?Are there annual bonuses or commission?When is the salary review? Does it include an automatic increase if you hit targets?Do you have a relocation package?What are the other benefits?Your counter proposal should go over each of those points the employee offered and proposed. This has two functions. It will:Re-iterate the proposal and make sure you both are talking about the same issues.Help you focus on the pain points and the acceptable parts of the offer, giving you space to counter them.So, in your letter you want to outline each point and clearly state if you accept it or if you’d like to talk about it further. When you are pointing out things that are non-acceptable for you, the key is to back your reasoning and counter proposal with evidence.You can write down your thoughts on a chart like this:The job offer perk (such as salary):Acceptable or not?If not, what to offer and why?DON’T FORGET TO SHOW ENTHUSIASMYour letter should have an enthusiastic and positive tone. Surely, you are disappointed at the offer you’ve been handed but you don’t want to show this disappointment to the employer. Furthermore, even if you are not happy with the salary, you still want to make it clear that you are excited about the role.If you make it just about the money, the employer is likely to want to negotiate. They don’t want to hire someone who is there just for the paycheck. They want someone motivated and hardworking.On the other hand, if your counter proposal letter highlights your enthusiasm and genuine interest for the position, the employer will fe el more positive about negotiating further. They understand you’re serious about the role and they will listen to your concerns and arguments regarding the pay.Therefore, you have to start by thanking the employer for the opportunity and outlining your reasons for wanting the job. After you’ve done that, you can move onto the more serious issues regarding the pay.In addition, you should always conclude your counter proposal letter with another two things you’re most looking forward to in the role.Here are a few phrases that show enthusiasm and are, therefore, great to add to a counter proposal letter:I’m excited by the opportunity to work together/with you/in the organization.I’m eager to start working/beginning a project/implementing a new strategy.I’d be honored to be part of the team/organization.DON’T USE DEMANDING OR CONFRONTATIONAL LANGUAGEJust as you want to maintain an enthusiastic language, you also have to avoid getting confrontational about the pay. Even tho ugh you didn’t like the offer, you don’t want to come across demanding and rude.A good way of doing this is to avoid making demands. You don’t want to be asking for something but rather raising questions regarding the pay. Here are a few examples on how to do this (and what not to say):Good things to sayBad things to sayBased on the current market, I’d be happier with a salary closer to X.I feel that a salary of X would better represent the value I can bring to your organization.I would like to negotiate the salary further, as it currently doesn’t reflect my talent, considering the current market conditions.I need to have X amount.I can’t accept anything other than X.You either pay me X or I’ll reject this.Your letter shouldn’t read like a ransom note. Instead, you want it to be a conversation mover â€" something that doesn’t stall or end the negotiations but takes them from point A to point B.Above all, throughout your letter, your language must be respectful and polite. This isn’t the place for insults or ultimatums, no matter how much you hated the offer.After all, if you are respectful and nice, back your claims and request with evidence, then you are more likely to get a good response. And if the employer doesn’t agree, then you can just respectfully decline and move on to better job offers!When you’re writing your letter, you should also focus on avoiding phrases like “I know” and “Let me point out”. They feel confrontational. Instead, when you’re voicing a disagreement, say that “I understand” and “I can see where you’re coming from”. They show empathy and a real desire to compromise.AN EXAMPLE COUNTER OFFER LETTERYou know have all the tools to create a good counter proposal letter that gets results. Here are the final tips and an example letter to guide you in this mission.The template to useFirst, when you are writing your counter offer letter, you want to organise your letter in the following format:Introdu ctionEmphasize your interest in the company and the role.Include two to three reasons you’re the ideal candidate.Body of the letterReminder of the proposal on the table with clear mentions of the points you agree/accept and those you don’t.Clear statements of your counter offer and reasoning for it, backed with evidence.ConclusionEmphasize interest in the role again.Mention why your proposal is reasonable and the value you can bring.Offer to meet the employer/tell the employer can contact you.An example letterWith that in mind, here is an example letter to help you write your own proposal letter. While you shouldn’t copy it, you can use it as inspiration and guidance when writing.Dear Mrs Smith,I appreciate your offer of the position of Account Manager at the XYZ Company in New York. The opportunity to work in an exciting work environment is enticing. I believe my strong background in startup management and communications will help me improve your organizations Accounts depart ment. I hope to reach those sales goals we discussed during the interview!I found many parts of your offer acceptable but I would like to go over some of the points that I think need refining. Your suggested starting salary of $88k is 5% lower than I was expecting. The industry average also falls 5% higher and so I would like to propose an increase of 2.5%. I found your relocation offer of reimbursing all transport and property hunt related costs to be generous and I would like to accept them. However, I’m slightly concerned about the lack of credible pension plan option. I would like to discuss this with you further before accepting the job offer. Your proposed starting date was on the 22nd September but I wonder if this could be pushed further back by a week, considering we’re still negotiating the total compensation package.I’m looking forward to joining the team. I believe I can add value to the team through my 5 years of management experience. You can contact me at 123 32 1 to continue our discussion or, alternatively, reply to this e-mail.I look forward to hearing from you!Best regards, Mark MatsonSUCCEEDING WITH YOUR COUNTER PROPOSAL LETTERThe above points and strategies will help you write a counter proposal letter that gets success. The points guarantee you focus on the right issues, conduct proper research to back your requests and use a language that gets results.So take the tips and board and write a counter proposal letter that’ll help you get your dream job and the right compensation!

5th Grade Science Fair Projects

By the 5th grade, students are expected to shoulder more responsibility in designing in doing a science fair project. There will still be a lot of parent and teacher help, but you want a straightforward project that ideally takes no longer than a week or two to complete. The ideal project is one the student can do pretty much by himself or herself, with guidance from adults as needed. 5th Grade Science Fair Project Ideas What household chemicals repel insects? Pick one particular type, common to your area, such as flies, ants, or roaches and test herbs, spice, etc. to see if you can come up with a non-toxic way to keep bugs away.Make a model tornado or vortex. You can use two bottles taped together or can make a cool tornado using water and vegetable oil. For the project, explain how the vortex works.Can people taste the difference between drinks sweetened with Stevia (a natural non-caloric  sweetener) and sugar? Which do they prefer?Are there any dyes you can add to water living plants that change the color of their flowers? Hint: Some modern orchids are tinted blue using dyes, so its possible.Do people have the same sensitivity to smell? Place people at one end of a room. Have another person open a scent, such as lemon oil or vinegar. Have your test subjects write down what they smell and what time they smelled it. Is the time the same for different scents? Does it matter whether the test subject was male or female?Use the streak test to try to identify different mineral samples. What other tests might you try to confirm your results?Does storage temperature affect popcorn popping? Store popcorn in the freezer, refrigerator, at room temperature, and in a heated location. Pop the same amount of each sample. Count how many unpopped kernels remain. Can you explain the results?Does food cooked in the microwave cool at the same rate as food cooked in the oven or on the stove top? Heat foods to the same temperature. Use a thermometer to measure the temperature at set times. Explain your results.Can you sip the same amount of liquid through two straws at once as one straw? What about 3 straws?Collect a group of different substances. Rank the materials according to best to worse heat conductors (or insulators). See if you can explain your findings.Does the color of a light affect how bright it appears in fog? in water?For your project, explain how traffic lights work. What is the r eason for the delay between when a light turns yellow and then turns red? How many cars are needed to trip a turn arrow? If youre examining a particular light, does its behavior change according to the time of day?Where is the best place to store apples? Where is the best place to store bananas? Are they the same?Does the temperature of a magnet affect its magnetic field lines? You can trace the magnetic field lines of a magnet by putting iron filings on a sheet of paper over the magnet.What brand of battery lasts the longest?Make ice cubes starting with different temperatures of water. Does the starting temperature of water affect how long it takes to freeze?Make a homemade sundial and explain how it works.

On Becoming Educated By Jay Castro - 1237 Words

In her essay â€Å"On Becoming Educated† Jay Castro discusses her first experience and with, thoughts on, feminism. She continues to contribute feminism throughout her essay as she talks about her life during school and during her teaching years. As I read this I can relate to some of the events she talks about but I also came to disagree with some parts. First off, feminism is a diverse collection of social, political, legal and economic right for women equal of those of men such as equal pay. In the essay â€Å"On Becoming Educated†, Castro explains how she was introduced to feminism and how she was dedicated to it. Her professor was a feminist writer working on an article about Violence Against Woman Act. In 1994, Violence Against Woman Act†¦show more content†¦In this quote, Castro highlights the main point she is trying to get through. The student that surrounds her and the teacher that assigned this book but later regretted, are focusing on how angry she was rather than focusing on the problems that she describes in the book. They are unable to relate due to the fact that they didn’t have to go through what Anzaldua or Castro had to go through. After earning a doctorate, Castro was hired by a small men’s college in rural Indiana to teach feminism theory and women s literature to thirty-five men. She was prepared and ready for the disagreements, the drop outs and the failures that couldn’t open up their minds on feminism. But she values those voices, the questions and hostility because they taught me how to make feminism s insights relevant to people outside a closed, snug room of agreement (Castro, 98). She had learned how to create feminism theory, critical race theory and observation about class privilege relevant, exciting and even needful to people who had no material reason to care. She learned diplomacy. What I liked about Castro is her visual on academic. She s the teacher and she is met with students ready to learn. But it s not the way teachers teach or what the subject they are learning that affects the way a student does in class but how they are treated. A student shouldn t be ashamed or shunned by either educators or classmates by how much theyShow MoreRelatedMarketing Mistakes and Successes175322 Words   |  702 Pagesoptions would be exercisable at $35, far more costly than the 30 cent option, but the way the stock was going up since the IPO, this higher price was of little consequence. By 2007, Craig was worth well over $100 million in Google stock and was becoming richer with every passing day. He knew that some 700 of his associates were worth at least $5 million, and he knew that many of them were talking about quitting, with some wanting to start their own businesses. He knew that Bismarck Lepe, forRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pagessystematic study by basing managerial decisions on the best available scientific evidence. For example, we want doctors to make decisions about patient care based on the latest available evidence, and EBM argues that managers should do the same, becoming more scientific in how they think about management problems. A manager might pose a managerial question, search for the best available evidence, and apply the relevant information to the question or case at hand. You might think it difficult to argueRead MoreProject Mgmt296381 Words   |  1186 Pagesprofession. This text is intended to provide the necessary knowledge, perspective, and tools to enable students to accept the challenge. The Importance of Project Management Project management is no longer a special-need management. It is rapidly becoming a standard way of doing business. See Snapshot from Practice: Project Management in Action: 2009. An increasing percentage of the typical firm’s effort is being devoted to projects. The future promises an increase in the importance and the role of

Different Cultures Free Essays

Different countries of the world have different cultures. In light of this, there may be discrepancies in the way we interpret our interaction with the person from another culture. Sometimes it may be difficult to understand or accept another culture which is different from one’s own culture. We will write a custom essay sample on Different Cultures or any similar topic only for you Order Now In my three years of living in America, I have had experiences based on the difference between the Korean and American culture – these are in the area of non-verbal communication and appointment culture. However, I have also noticed that the structure of the educational system is similar. First of all, nonverbal communication is so much different between two countries. According to reading, â€Å"Where Do We Stand† Lisa Davis, mentioned that all countries have different nonverbal communications and personal space. Because of these, there may be misunderstandings and misinterpretations. One of the differences between the American and Korean culture is greeting. Americans greet by putting up a handshake and saying â€Å"hi† to anyone, both young and old. Koreans do that only to friends or someone who are younger than people who greet. If it is someone older, we greet by bowing head. Moreover, one other mode of greeting is kissing each other. It is really different culture from Korea. We never kiss anyone except close family members. I still find it hard to adapt to this mode of greeting. The simple communication mistakes we make at one time or the other upset the Americans. This may not be deliberate but due to the communication gap. Secondly, keeping an appointment is an indispensable condition even between friends in America. According to reading â€Å"Friends and Strangers† Margaret K. (Omar) Nydell, she talked about some differences of cultures and if she wants to meet another person, she needs to have a one week grace period. To me, this is strange. When I just came to America, I did not know about cultural differences. The first person I met was American-Chinese, we later became close friends. There was a times I was in bad mood. I called her so that I can talk to her. However, told me that she did not want to talk to me because she was having her personal time and asked me to meet the following day or two days after. I thought she just did not want to meet me and did not think it could be impolite to someone else. In Korea, we usually never make an appointment with friends. Whenever the need arises, a call is made and if the other party is available to meet. Even some of my friends just come to my home without any call. Making an appointment is one of courtesies in America. Although both cultures are sometimes poles apart, there are still some similarities between both cultures. A similarity can be found in the educational system of both countries. I believe that all countries have the same passion about education. America students prefer attending a good school and study hard. They also like people who are well educated. Even if there are many differences between other countries, Korea and America, when I study with others, we forget everything about differences and study with the same passion. It helps connect us to each other even if we come from very different countries. In conclusion, I have had so many experiences and realize that there are differences between other cultures. This I have come to realize since coming to this country three years ago. It is really hard to understand each other across cultures, and sometimes it there is still a communication gap between my friends and I. However, we are can understand each other if we all make an effort. We should try to accept the differences and then we could be closer to each other. How to cite Different Cultures, Papers

You may consider the relevance of editing, additions, casting, mise

You may consider the relevance of editing, additions, casting, mise-en-scene, etc Essay 8 In comparison to this, Zeffirelli casts Mel Gibson as Hamlet, Glenn Close as Gertrude, and Helena Bonham Carter as Ophelia. It is difficult to ascertain who the star of this version of Hamlet is. Raymond Ingram argues that Glenn Close is the centre of this film. 9 All three actors are associated certain genres. In particular, Glenn Close brings to the film, earlier associations with femme fatale roles such as Fatal Attraction (1987) and Dangerous Liasons (1988). 10 Helena Bonham Carter is a more flexible actress who, prior to playing Ophelia, had starred in films such as A Room with a View (1986) and Lady Jane (1987). We will write a custom essay on You may consider the relevance of editing, additions, casting, mise-en-scene, etc specifically for you for only $16.38 $13.9/page Order now 11 Ophelias death scene indicates as to where the plot of the play is leading. It is clear that in both versions the affect of such a scene creates tension, and indicates the conflict, which is to follow between characters. 12 In Zeffirellis version, prior to this scene Ophelias confusion and fear is shown as Hamlet circles around her (Act Three, Scene One, Line 145-50). A point of view shot is used to show that she is trapped in this situation, and that she may not have a way out, other than by dying. Ophelias grief is a result of her fathers death. Due to not being able to express herself, she is becomes childlike and shows signs of an assertive sexuality. 13 Her childlike behaviour is illustrated when she hands out flowers. These flowers may indicate that she herself, whether knowingly or not, anticipates her own death. In the same way, Oliviers film gives a close-up that may indicate that she is planning to commit suicide. As she exits the scene, the camera follows. By the time the camera gets to her apartment, she is no longer there. It is at this point that the camera dissolves to the willow scene. In Zeffirellis version, Ophelia is shown leaving the castle. The shot is ominous as it shows the staircase and galleries, which surround her both physically and mentally. It is as though the interior of the castle is personified, making her feel as though she is defenceless. When she walks out into the grounds of the castle, the audience can see that she is grief-stricken. The way in which she walks barefooted on the wet ground, indicates at her childlike behaviour. For Ophelia, the castle is a cold place, which has denied her of any understanding and sympathy. The outdoors may show that the castle represents the supernatural as opposed to the natural. This is clear when examining the ghost scenes and also when looking at Freudian interpretations of Hamlet and his mother. Duffy, in Davies Filming Shakespeares Plays, points out that, Throughout the film Ophelia is visually associated with the outdoors. Olivier often composes her scenes to include a glimpse of the countryside, visible in deep field. A floral pattern decorates her walls. Only she seems to have direct access to the daylight world of generation. 14 Act Four, Scene Seven Line 138-57 describes Ophelias death. Although it begins as a pastoral interlude,15 in the 1990s version her facial expressions show that she is not at peace in this scene. This scene uses the technique of voice-over, which we hear in the voice of Gertrude. This is the same technique that is used by Olivier. The shots in Oliviers version mirror the words the audience hears. Oliviers version shows a sole outdoor shot of Ophelias drowning and is modelled on Sir John Millais famous nineteenth century painting. 16 The audience does not see Ophelia falling or stepping into the water. .ub6707953f3d035d14329da6f5bdae458 , .ub6707953f3d035d14329da6f5bdae458 .postImageUrl , .ub6707953f3d035d14329da6f5bdae458 .centered-text-area { min-height: 80px; position: relative; } .ub6707953f3d035d14329da6f5bdae458 , .ub6707953f3d035d14329da6f5bdae458:hover , .ub6707953f3d035d14329da6f5bdae458:visited , .ub6707953f3d035d14329da6f5bdae458:active { border:0!important; } .ub6707953f3d035d14329da6f5bdae458 .clearfix:after { content: ""; display: table; clear: both; } .ub6707953f3d035d14329da6f5bdae458 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ub6707953f3d035d14329da6f5bdae458:active , .ub6707953f3d035d14329da6f5bdae458:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ub6707953f3d035d14329da6f5bdae458 .centered-text-area { width: 100%; position: relative ; } .ub6707953f3d035d14329da6f5bdae458 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ub6707953f3d035d14329da6f5bdae458 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ub6707953f3d035d14329da6f5bdae458 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ub6707953f3d035d14329da6f5bdae458:hover .ctaButton { background-color: #34495E!important; } .ub6707953f3d035d14329da6f5bdae458 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ub6707953f3d035d14329da6f5bdae458 .ub6707953f3d035d14329da6f5bdae458-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ub6707953f3d035d14329da6f5bdae458:after { content: ""; display: block; clear: both; } READ: Romeo and Juliet is a romantic tragedy first performed on the Elizabethan stage in around 1595 EssayThe voice-over at this point is coherant with the lines from Shakespeares Hamlet. This is a romantic, idealised version, which shows an Eden-like oasis, which is evocative of nineteenth century tradition where death is beautified. Kliman suggests that Oliviers film works so that the audience accepts what is on screen as the non-subjective truth. 17 It is not obvious if this is being filtered through the consciousness of a particular character. In this version, it can be assumed that the voice is that of Gertrude but there is no reference or shot of whose perception this is. In Zeffirellis Hamlet, the scene changes and the audience see Gertrude dressed in black, as though she is mourning. Her appearance doe not seem normal to her character, and her voice expresses grief at Ophelias death. Although she is upset, there is a slight ambiguity as to whether she herself was witness to it or had something to do with her death. Zeffirelli marks the end of this scene by giving a shot of the lake where Ophelias dead body is pulled to muddy death. 18 This is then linked to the main storyline as Prince and Horatio are riding towards the gravediggers. In a similar way, Olivier marks the transition from Ophelias drowning to the graveyard scene with a dissolve, which coincides with Gertrudes voice-over of the words drowned, drowned. 19 In conclusion, Oliviers portrayal of Gertrude and Ophelia in this scene shows that in his version, Hamlet is central to the play. It is clear that the women are positioned in relation to Hamlet, and are there to accentuate his role. In Zeffirellis version, Gertrude dominates the film. It can be stated that Oliviers version is a pre-feminist version, where Ophelia is portrayed as a helpless victim. In comparison to this, Zeffirellis Hamlet shows Gertrude as a prominent figure and is definitely a feminist version of the play. Overall, both adaptations of Hamlet offer a different interpretation of women. Oliviers is a post-war reading, which does not allow the female characters in the play to exert any issues, whereas Zeffirellis version goes beyond this aspect to question and highlight the role of women in Shakespeare. 1 Morley, 1978, p. 100. 2 Davies ; Wells, 1994, p. 181. 3 Morley, 1978, p. 100. 4 Pilkington, 1994, p. 165. 5 Kliman, 1988, p. 26. 6 Cartmell in Klein ; Daphinoff, 1997, p. 29.7 Lawson in Klein ; Daphinoff, 1997, p. 231. 8 Cartmell in Klein ; Daphinoff, 1997, p. 30. 9 Pilkington, 1994, p. 193. 10 Cartmell in Klein ; Daphinoff, 1997, p. 36. 11 http://www. homunculus. com/icons/bonhamcarterhelena/BonhamCarterInfo. html. 12 Lawson in Klein ; Daphinoff, 1997, p. 233. 13 Lawson in Klein ; Daphinoff, 1997, p. 241. 14 Davies, 1990, p. 45. 15 Lawson in Klein ; Daphinoff, 1997, p. 242. 16 Rothwell, 2000, p. 25. 17 Kliman, 1988, p. 30. 18 William Shakespeare, 1994, p. 132. 19 Davison, 1973, p. 49. Farah Ahmed P98077347 ENGL 3051 Interpreting Shakespeare: Shakespeare on Screen Seminar Tutor: Deborah Cartmell.

Formulating A Healthcare Policy Worksheet Example

Formulating A Healthcare Policy Worksheet Example Formulating A Healthcare Policy Worksheet – Coursework Example Adult and Childhood Obesity Affiliation Adult and Childhood Obesity Adult and childhood obesity is a major problem in the United States. The problem is most prevalent in children and teenagers. The number of obesity cases reported have increased significantly. To the nursing profession, the problem is important since the field is faced with problems to minimize the trends of the issue due to their effects on patients. The realization of the obesity was flagged as significant in 1980. However, regardless of the importance of the problem not much has been done to reverse the trend. In 2012, studies showed obesity cases tripled since 2008 (CDC, 2014). From the data it is clear the regulatory policies should be reversed or changed. The consumption of fast foods and supersized drinks and meals is the greatest cause of obesity (CDC, 2014). Laws created to minimize the consumption of these meals and drinks have not been effective. Consequently, more stern laws that curb the production of su ch diets to the consumer market should be developed. This is based the increased consumption of fast and supersized foods and drinks increase the obesity cases reported. As at 2012, 12.5% of children between the ages 2-19 are obese (CDC, 2014). The obesity problem has become a major problem in the society and medical field. In addition, the regulations put in place are not effective enough to reverse the trend. The goal of the study to find more objective solutions to the problem and reverse the trend. In addition, the problem should be addressed more intensely in children since obese children are more likely to be obese adults later in life. The most functional option to consider is to limit the production and supply of supersized foods and drinks, and fast foods. Government medical sites have recorded data on the issue. For instance, the CDC have cited data that show the prevalence of the problem since 2008. The state level of government should be directly involve with problem. Different states may put in place different strategies to curb the problem. ReferenceCenters of Disease Control and Prevention (CDC). (2014). Childhood Obesity Facts. Retrieved from cdc.gov/healthyyouth/obesity/facts.htm

The Greek God Poseidon, Lord of the Sea, Neptune

The Greek God Poseidon, Lord of the Sea, Neptune The mighty Earthshaker, Poseidon ruled the waves that the ancient seafaring Greeks depended upon. Fisherman and sea captains swore fealty to him and avoided his wrath; the sea gods persecution of the hero Odysseus was well known, and few wished to wander so far and so long before finding their home port. In addition to his influence over the seas, Poseidon was responsible for earthquakes, striking the ground with his trident, a three-pronged spear, to awesomely devastating effect. Birth of Poseidon Poseidon was the son of the titan Cronos and brother to the Olympian gods Zeus and Hades. Cronos, fearful of a son who would overthrow him as he vanquished his own father Ouranos, swallowed each of his children as they were born. Like his brother Hades, he grew up inside the bowels of Cronos, until the day when Zeus tricked the titan into vomiting up his siblings. Emerging victorious after the ensuing battle, Poseidon, Zeus and Hades drew lots to divide up the world they had gained. Poseidon won dominion over the waters and all its creatures. Alternate Greek myths suggest that Poseidons mother, Rhea, transformed him into a stallion to stymie Cronos appetite. It was in the form of a stallion that Poseidon pursued Demeter, and fathered a foal, the horse Areion. Poseidon and the Horse Oddly for the god of the sea, Poseidon is deeply associated with horses. He created the first horse, introduced riding and chariot racing to mankind, and rides above the waves in a chariot drawn by horses with golden hooves. In addition, some of his many children are horses: the immortal Areion and the winged horse Pegasus, which was the son of Poseidon and the gorgon Medusa. Myths of Poseidon The brother of Zeus and Greek god of the sea figures in many myths. Perhaps the most notable are those related by Homer in the Iliad and Odyssey, where Poseidon emerges as a foe of the Trojans, champion of the Greeks and dire enemy of the hero Odysseus. The Greek gods antipathy toward the wily Odysseus stems is kindled by the mortal wound that the hero deals to Polyphemus the Cyclops, a son of Poseidon. Again and again, the sea god conjures winds that keep Odysseus away from his home in Ithaca. A second notable story involves the contest between Athena and Poseidon for the patronage of Athens. The goddess of wisdom made a more compelling case to the Athenians, giving them the gift of the olive tree while Poseidon created the horse. Finally, Poseidon figures prominently in the story of the Minotaur. Poseidon gave to King Minos of Crete a fantastic bull, intended for sacrifice. The king couldnt part with the beast, and in anger, Poseidon caused the princess Pasiphae to fall in love with the bull, and to birth the legendary half-bull, half-man called the Minotaur. Poseidon Fact File Occupation: God of the Sea Attributes of Poseidon: The symbol for which Poseidon is best known is the trident. Poseidon is often shown alongside his wife Amphitrite in a sea chariot drawn by sea creatures. The Inferiority of Poseidon:Poseidon asserts equality with Zeus in the Iliad, but then defers to Zeus as king. By some accounts Poseidon is older than Zeus and the one sibling Zeus didnt have to rescue from his father (the power leverage Zeus usually used with his siblings). Even with Odysseus, who had ruined his son Polyphemus life, Poseidon behaved in a less fearsome manner than might be expected of an enraged Sturm und Drang kind of god. In the challenge for patronage of the polis of Athens, Poseidon lost to his niece Athena, but then worked cooperatively with her as in the Trojan War where they try to thwart Zeus with Heras help. Poseidon and Zeus:Poseidon may have had an equal claim to the title of King of the Gods, but Zeus is the one who took it. When the Titans made the thunderbolt for Zeus, they made the trident for Poseidon.

The Impact Of Globalization On The Economy Research Paper

The Impact Of Globalization On The Economy - Research Paper Example Globalization has helped the realization of the world economy characterized with various features although some factors are not exclusive; they are not present in every country on the globe. To help in gaining more understanding of globalization and the world economy, it is paramount to consider the case of Japan and the US economies. There is a considerably stable status of the world economy, with some economies such as Japan and US indicating an upward progression over the recent years’ time. More specifically America has registered a healthy economic growth rated at 3.5% in 2005 and 5% in 2006’s first quarter of the year. However, the healthy economic growth was hard to be sustained following the consistent increase in oil prices globally as well as the extensive Katrina’s hurricane devastation. However, the US government adopted immediate fiscal and monetary policies which had effective responses. The adopted measures helped in regaining the economic stabilit y of the US. The economy of Japan receives a substantial economic boost registering phenomenal progression rates following the country's continued trading with China. The continent of Europe has also indicated a marginal growth in the recent past. Several European Union countries have recorded unexpected growth rates economically. The establishment of the key free trade consensus including the "North American Free Trade Agreement (NAFTA)" as well as South Asian Free Trade Agreement (SAFTA) in an effort of boosting globally exercised trade

Setting the Stage for Strategic Compensation and Bases for Pay Essay

Setting the Stage for Strategic Compensation and Bases for Pay - Essay Example However, it is important that compensation structures are aligned with the strategic objectives of the business. Three of the main goals of compensation departments in organizations are to attract talented personnel from the industry and help provide a certain amount of flexibility to the needs of the department; improve morale of employees and motivate them to ensure the existence of an innovative and knowledgeable workforce; as well as maintain salary standards which are competitive in the industry. Contextual influence posing greatest and least challenge for companies’ competitiveness Some of the external, as well as internal, conditions of a firm can determine the nature of pay structure which it would design or which would be appropriate for it. Most importantly, the supply and demand of labour in the market would be a serious consideration while designing its pay structure. Shortage of a particular skill in the market might imply that the organization might have to pay a higher price for those skills, and vice versa. In fact the demand and supply of labour in the market is the determinant of the existing wage rates at that region too (Prakashan, 2009, p.14). The other very important factor which would pose serious challenge before an organization is the prevailing market rates. This can be also termed as the comparable wages or the ongoing wage rates. The compensation policy fixed by an organization must necessarily confirm to the wage rates paid by other competitors in the industry. Otherwise, it might result in employees leaving the organization getting attracted towards those with higher salary packages. The cost of living also accounts for an important criterion based on which organizations develop their compensation structures and plans. It is crucial to make adjustments in pay depending on the increases or decreases in the cost of living index. When organizations fail to reset their salary structures according to the changes in the living ind ex, it can face resistance from employees and unions demanding higher wages. This could be challenging for the organizations (Prakashan, 2009, p.14). Apart from the above serious threats there are certain issues which are also crucial for determining compensation structures but which pose challenges before organizations to a lesser extent. The ability of an organization to pay or its affordability is crucial to determine its pay structure. Degree of profits, costs of production, sales revenues are some aspects which must be evaluated before designing pay structures. Psychological and sociological factors greatly determine the extent to which an employee would be willing to put in effort in his job. A person’s psychological perception helps him equate his wage or salary levels as a measure of the extent of success he has earned. Lastly, rapid technological developments have been the main cause of rapid development of skills of employees. The level of wages of these employees h as also been changing correspondingly. Thus, it is important that organizations keep track of changes in skill levels and wage level of

FMCG Market Analysis

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