Is there such a thing as fair trade Essay Example | Topics and Well Written Essays - 1500 words

Is there such a thing as fair trade - Essay Example hough fair trade is often regarded as simply as reform initiative, it becomes apparent that Fair Trade is an intervention in the market to mitigate social exclusion, alienation, and economic inequality that uses the productive means of the communities instead of charity. Fair trade has its roots not only in civil society organizations but also includes private sector participants. Critics of corporations may be skeptical to the engagement of profit seeking firms but they offer potential to expose the broader society to Fair Trade products through shelf space in supermarkets and possible future advertising and educational promotions. In the following sections, I offer evidence from the involvement of MNCs role in shaping and formulating economic policies that hinder effective implementation of Fair Trade principles. Thus, through these evidences and in the absence of implementation of these principles, I argue that there is no such thing as Fair Trade, especially when we consider it i n the context of globalization and the role of MNCs. In the past two decades, MNCs have emerged as the dominant player in many industries. In the food industry, where Fair Trade is active, the top five parent companies of roasted and instant coffee (Nestle, Phillip Morris, Sara Lee, Proctor & Gamble, and Tchibo) control about 70% of the market1 and the banana industry is dominated by three oligopolies (Dole, Chiquita, & Del Montel) that control over 65% of the market. In 2003, these three companies had 56% of world banana export shares and 80% of export shares in Central America (FAO, 2003) Economics of scale enable MNCs to reduce the costs of manufacturing and lower prices to benefit consumers but they can also provide the basis for concentrated markets such as an oligopoly with high prices and monopsony power. Evidence of the power of MNCs is seen in the vertical integration where MNCs own banana plantations and control packaging, shipping, importing, and ripening to closely control

Introduction to Computer Application and Systems Essay Example for Free

Introduction to Computer Application and Systems Essay The first week required us to assemble a team and establish the team charter; we also discussed the benefits of information systems in the work environment, such as the computers and Internet access. Almost every major company has computers and Internet access now, the company cannot run smoothly without these basic information technology systems, if the company wants to be successful, it has to connect to the rest of the world and Internet is the best way for the company to do so. But there are also some bad sides about the advanced information technology systems, websites like â€Å"Facebook, Twitter, MySpace† require people put their personal information on the website, even some people are smart enough not putting their real name or address on the website, but majority of the computer users just do not have the awareness, they put their real personal information on those websites and once the information is there, it can never be erased. See more: how to start an essay about yourself for college We also talked about the history of the information systems in week one, such like â€Å"Roads† are the first information flow of the ancient world and other things like â€Å"Birds, Stone, Paper† all indicated the beginning of the information systems. Microsoft Office Word is one of the most useful tools designed by Microsoft, the impact it has had on writing is phenomenal, the Microsoft Office Word program is used by perhaps 95 percent of all writers currently extant, and it also changed the way people write, people do not have to worry about a misspelling or lost on word counts, because the Word tools can help them with all these problems. It is rare to see people still writing an essay or a business report on a piece of paper now; this just shows the information technology systems made people’s life so much easier and how important they relate to the society.

Why are Risk Assessments Important?

Why are Risk Assessments Important? Demonstrate why risk assessment is an important conceptual  framework for health and social care practice A phrase I have heard often is ‘health and safety gone mad’ and this has been said by people in the care sector when referring to procedures and training they believe is unnecessary, just creating extra work, to perform extra checks and it has been expressed that some employees felt as if it was creating more procedures and forms to fill that if not done the employee could be blamed if something goes wrong and management could avoid responsibility. I believe that these feeling are caused by introducing training and implementing new tasks without an explanation to their importance and not providing the risk assessment to show the research and past incidents that have led to new procedures being enforced. On the 4th April 2015 I was working as a casual support worker in a S.E.N school and a teacher there told me that herself and the other teachers had to attend ladder training and were forbidden from using chairs or anything else to reach for objects on school premises, the school now had a ladder that they described to be safer and would lessen the risk of an accident. The teacher I spoke to said â€Å"its health and safety gone mad.† She thought it was wasted effort having to have to get the ladder and impractical that they were told that no staff should use chairs for that purpose. She did not know about the numerous risk assessments that had been completed involving falls in school settings from chairs and tables; the National Union of Teachers researched and discovered that ‘Between 2002 and 2010 there was one death and nearly two thousand injuries in the education sector as a result of falls from height’. The National Union of teachers examined regulations th at would support their results and the ‘Regulation 6(3) of the Work at Height Regulations states that employers must do all that is reasonably practicable to prevent anyone falling. They must avoid work at height being carried out wherever possible, and where it is unavoidable put in place measures (e.g. suitable work equipment and procedures) to minimise the risk of a fall, and the risk of injury should someone fall despite suitable measures being put in place’. So it is each employer’s obligation to provide training and equipment to ensure the safety of their employees when the probability of the risk happening becomes greater and new information is produced showing new procedures need to be implemented. Risk assessment is the valuation of the harm or disease that could be caused by an object or the environment and this harmful substance is labelled a hazard and the level of harm that hazard can cause will affect how the hazard is controlled. The hazard could present a low or high risk to individuals or the environment; the extent of harm the hazard could cause and the probability of that harm happening is how the risk is measured. The factors to consider when looking at a hazard are how it could cause harm, where does the hazard reside or kept, conditions surrounding the hazard, the frequency of exposure and how much exposure is safe (GreenFacts.org, 2014). A qualitative risk assessment ‘produces findings that are applicable beyond the immediate boundaries of the study (G, Guest, 2005)’. A qualitative risk assessment has been defined as a ‘written photograph’ (Erlandson, Harris, Skipper, Allen, 1993) as cited in Participant Observation as a Data Collection Method (2005), it observes an individual’s contradictory behaviours, beliefs, opinions, emotions, and relationships of individuals. Qualitative methods are also effective in identifying intangible factors, such as social norms, socioeconomic status, gender roles, ethnicity, and religion, whose role in the research issue may not be readily apparent. (G, Guest, 2005). The techniques of a qualitative risk assessment is to observe the subjective influences of the individual, to interview the person or other individuals that are necessary to the assessment to gain background information, contributing factors that has lead up to current conditions and the r isk assessment, to strategies possible solutions and to try and have answers to any queries. Focus groups bring together a group of people to discuss and express their feelings on one topic. The focus group can assist in researching a sensitive subject, to gather preliminary data, aid in the development of surveys and interview guide, to clarify research findings from another method and to gain a large amount of information on the topic in a short time, access to topics that might be otherwise unobservable, can insure that data directly targets researchers topic and Provide access to comparisons that focus group participants make between their experiences (Cohen D, 2006). Qualitative risk assessments assist with quantitative risk assessments as the conclusion of the qualitative risk assessment can provide the information needed to create a numeric value for the probability of the hazard causing harm or disease to individuals or the environment. A quantitative risk assessment identifies the level of risk by using an equation that would show if the risk has a high or low chance of harm or disease by evaluating the hazard, the environment and individuals that could be exposed. The equation used is R=C x E x P means: R is the total score of the risk for example; 20 or less=negligible, 21-69=low, 70-199=medium, 200-399=high and 400or more=very high. C means consequence, severity or disease for example; fatality=100, very serious=75, serious=50, important=10 and minor=5. E is for how often an individual is exposed to the hazard for example; continuous=10, frequent=6, occasional=3, unusual=2, rare=1 and very rare=0.5. P=probability of the hazard causing harm or disease, how often a person could come into contact with the hazard and how capable is the person to deal with the hazard for example; would be expected=10, quite possible=6, unusual but possible=3, only remotely possible=1, conceivable but unlikely=0.5, practically impossible=0.2 and virtually impossible (Tabithasonia, 2014). Risk assessments are based on factual research but there are occasions when personal fears, media and inconclusive debates could lead people to believe that a hazard could cause more harm than studies show or create fears of unrealistic hazards. A media coverage of a study reported serious risks on certain medicines causing unnecessary fear amongst consumers as many of the facts they stated were proven exaggerated or false. The study was based in the US and it was on whether the use of medicines that have anticholinergic effects links to the increased risk of Alzheimer’s at the University of Washington and Group Health Research Institute was published in the peer-reviewed medical journal. The study had some shortcomings and was US based but the British media published the findings in the newspapers and particular newspapers exaggerated statistics, several printed the name of the wrong drug, wrong information given about the focus group and failed to make people aware that the instant stopping of these medications could have adverse effects. The drugs that the study focused on was antihistamines such as Benadryl but the U.K form of Benadryl does not contain diphenhydramine which has a anticholinergic effect and diphenh ydramine is not a chemical that is used in U.K in medicines as it is in the US so the risk of Benadryl in the U.K increasing the risk of Alzheimer’s would be risk assessed as very low as there is no hazard to cause the risk. The level of risk can be based on a person’s perception of the risk using their own knowledge of hazard gathered from word and mouth, personal dread of the hazard occurring and popular beliefs of the hazard and precautionary procedures are put in place using these values. In an elderly residential home there was a fear of Legionnaires’ disease but there was no evidence to support this fear as when tested there was no trace of legionella bacteria in the water system and the water system’s thermometer would ensure the water temperature stays at the levels where the Legionella bacteria is unable to spread and the caretaker checked the water system often ensuring it was up to health and safety standards but a senior member of staff believed that stagnant water was the cause of the spread Legionella bacteria and she thought the home did not use enough water daily to prevent this. An NHS article explains that the environment needed for Legionella bacteria is water temp erature of 20-45C (68-113F) and impurities in the water that the bacteria can use for food – such as rust, algae and lime scale, the world health organisation also has the same information on the spread of legionella bacteria also that if there is stagnant water to test the quality of the water after three days and there still may be no detection of legionella bacteria but these facts were not taken into account when the senior member of staff did her risk assessment and requested that the caretaker would run the taps and showers for a few hours daily to empty the water tanks but if there was a risk of legionnaires disease running water is a risk as it affects people by breathing it in the small droplets of water and the constant refilling of the water tank can dilute the disinfectant chemicals in the tank that protects the water against bacteria proving that a risk assessment that is based on a personal opinion can be inaccurate and would need further investigation into the facts. Epidemiology is the study of patterns of disease and mortality rates showing the diversities in areas, this helps target areas in the need of preventative healthcare and shows which areas or ages are more vulnerable to disease and what areas are people living the longest. The epidemiology study for Legionnaires disease shows that it ‘is rare in the UK. In 2013, 284 people were reported to have the infection in England and Wales. Of these cases, 88 people (31%) were exposed to the infection while travelling abroad – mainly to Mediterranean countries, but also tropical countries such as India. However, given the millions of trips made abroad each year, 88 cases is a very small number. Cases of Legionnaires disease arising in England and Wales usually peak between July and September. (NHS, 2015)’ In healthcare settings there are mandatory risk prevention measures in legislation on risk management and the health and safety of individuals and the environment that have been sanctioned by governing bodies and enforced by inspectors such as Care and Social Services Inspectorate Wales. The Health and Social Care (Safety and Quality) Act 2015 is a legislation that’s goal is to improve the safety and quality of those in care and explains what is expected of regulators of health and social care professions. Riddor or reporting of injuries, diseases and dangerous occurrences regulations 2013 is the regulation that explains to employers their duties on assessing risks and how to report incidents and these reports are important to assess the needed safety precautions to prevent incidents in the future. COSHH or Control of Substances Hazardous to Health is the law that enforces employers to ensure all hazardous substances are stored safely in appropriate storage rooms, necessary me asures to be taken and risk assessments are completed to prevent any incidents. The case study I am looking at is about Susan a 45 year old school teacher who three years ago lost her husband in a car accident when she had been driving and blames herself even though it was not her fault and since the accident she has turned to alcohol. Susan has been finding her job more stressful and is drinking more for as a coping mechanism but this had to stop as she arrived for work one day under the obvious influence of drink. She was sent home and warned if it happened again a formal disciplinary action would be taken. Her husband Rik was self-employed and had not made provision for a pension or insurance payment in the event of his death and Susan has not adapted her lifestyle following Rik’s death and she spends more than she earns. Her only income is her salary and child benefit; Susan did have some savings but these have now been spent. She has taken out a bank loan and has also just started taking out short term ‘pay day’ loans. The family live in their own home but it is subject to a mortgage. Susan is struggling to make payments and the last two have been paid late. Susan’s daughter Lydia aged 16 has just started her A levels and is at risk of being excluded for lack of effort. She has also started a relationship with Lee, aged 27, who is unemployed and has 2 children from separate previous relationships. Susan’s son Tom aged 14 has started to rebel against his mother. He defies her and stays out after dark and mixes with the ‘wrong people’. He was returned to the house recently by the police having been found drinking in the local park. Causes of Aggressive Behaviour: Anthropology Theories Causes of Aggressive Behaviour: Anthropology Theories In what sense are aggressive behaviors, i.e. conflict, competition, and dominance, universal characteristics of humans? What is the evidence that in some cultures aggressive behaviors are rarely observed and strongly sanctioned? How is such an outcome achieved? Humans are innately social animals, whose existence depends on a continued complex relationship with other human beings. Expressed aggression will inevitably lead to an individual or group as the dominator, and an individual or group as the dominated. Since human origin, individuals and groups have had continuous conflicts in search for the best economic resources, the most fertile land, and the most sustainable reproductive social group. For this reason, human history is full of aggressive conflicts and sanctioned aggressive behaviors. This essay is a brief composition summarizing the outcomes of aggressive human behaviors, specifically focusing on whether dominance, competition, conflict, and war are caused by nature, nurture, or both. This essay also presents case studies of rare amicable, nonviolent societies and their achievements of peace and human security. It is widely agreed among evolutionary anthropologists and sociobiologists that aggression is a biologically universal human characteristic (Dennen Falger 1990; Schmookler 1995; Wrangham Peterson 1996); however, many contemporary cultural anthropologists advocate that aggression is a cultural construct (Kropotkin 1914). Indeed, the historical debate between nature and nurture is vigorous, as the categories of human intrinsical, interactional, and environmental traits are blurred. Hobbes (ed. Tuck 1991) argued that war is a functional part of human nature that maintains a balance of power and solidarity. Rousseau (Jonathan 2005) defended the position that war is independent from human nature, and is therefore a dysfunctional social construct invented by states intended to protect societies. In contrast, Malthus (Pullen 1989) believed war to be a functional mechanism imparted by God to humans to reduce populations at necessary intervals through an innate expression of aggression and a need for in-group cohesion to maintain a sustainable equilibrium. The nature-nurture debate continues still, from early philosophers to contemporary scholars with no definitive answer. The debate however has recently grown more complex with a greater comprehension of biological predispositions that effect human behavior. The most compelling explanation is that many biological predispositions, like aggression and competition, can be distinguished from, but influenced by, the cultural environment (Renfrew 1997). Every living organism, Ridley (2003, p. 236) argues, is an instrument for ‘genes to grow, feed, thrive, replicate, and die, but most importantly its primary survival function is reproduction. Reproduction undoubtedly catalyzes a competitive force to create descendants. This essay reputes the position that biological factors influence the cultural, or as Ridley (2003) describes it ‘nature via nurture. More specifically, reproduction and aggression biologically entail phenotypic outcomes. All humans feel the need to eliminate competitors, or the offspring of competitors to protect reproductive capital such as territory and mates (Low 2000, p. 214). This can be achieved through aggressive non-violent dominance or aggressive violent conflicts. Anderson and Bushman (2002, p.28) defines human aggression as ‘any behavior directed toward another individual that is carried out with the proximate (immediate) intent to cause harm. This, however, does not mean that the individual has carried out the harmful conduct. It can be inferred then, that aggression is a means to create an inverse relation to achieve a goal through someone without the use of harm or violence. The definition of violence, such as war, conflict, competition, and dominance is arbitrary. For example, violence in one culture can be very different to another culture, or even to individuals of the same culture. Anderson Bushman (2002, p.29) defines violence as ‘aggression that has extreme harm as its goal (e.g., death). When comparing the two definitions, it is clear that violence is aggressive expression but, conversely, aggression does not always lead to violence. These definitions lead to the conclusion that aggression is biological and universal among humans and furthermore, violence is nature via nurture. In fact, human expression of violence is minimal compared to aggression. Aggression can be observed in almost every human interaction in the form of non-violent dominance and competition for social capital (Dennen Falger 1990). Culture arbitrates in inverse relations with norms, mores, folkways, and taboos to prevent aggression turning into rampant violence. With the mediation of culture, aggression via violence serves multiple functions and dysfunctions within human societies (Dennen Falger 1990). Established in-out groups create and maintain group identity and boundary lines between societies. This stratification then creates reciprocal hostility between groups and creates the need for social institutions. These institutions often act as social filters preventing impulsive social conflict between in-out groups (Dennen Falger 1990). These filters also act as a mobilization mechanism, unifying the energies of group members, thus increasing group cohesion or reaffirming state sovereignty (Dennen Falger 1990). Without group unification, powerful charismatic people cannot rally a society toward a collective interest. Social order is achieved through rules and commands issued by these powerful people to maintain a normative system of society and influence the weaker people to represent their will (Dennen Falger 1990). The example of aggression (nature) via dominance (nurture) complies with the laws of mutual aid and mutual struggle (Wrangham Peterson 1996; Kropotkin 1914 ). Through these two laws humans directly benefit from achieved power, status, and resources through competition; however, as a result, 60 percent of all human societies engage in warfare at least yearly (Low 2000, p. 223). War would be inevitable if the genetic basis alone dictated human action. The above arguments have uncovered that the universal character of human conflict, competition, and dominance is contingent on biological aggressive behaviors. Ethnographic records and historical accounts tell a clear story of hominid catalyzed aggression (Carmen 1997). From primate pack raiding, to Homo habilis tribal skirmishes, to Homo erectus group battles, to Neandertal societal armed conflicts, to Homo sapien civilization wars (Schmookler 1995 p. 74-87; Otterbein 2004), humans have perpetually constructed cultural systems to solve the recurrent problem of violent aggression via mutual aid and mutual struggle. Through history, humans have been actively altering their environments through problem solving to best suit intellectual development, which has caused an inevitable in-group/out-group competition (Schmookler 1995). The more humans mutually support each other, the more intellectual development occurs; conversely, the more human intellect increases, the larger civilizations become, and more blood is shed (Schmookler 1995). That is, greater levels of population pressure are associated with a greater likelihood of warfare. Furthermore, ‘warfare is more likely in advanced horticultural and agrarian societies than it is in hunting–and–gathering and simple horticultural societies, and that it is also more likely in hunting–and–gathering and agrarian societies that have above–average population densities (Nolan 2003). Thus, the denser human population becomes, the laws of mutual aid and mutual struggle become more imposed. This is evidence that cultur e can intensify or suppress expressions of aggression. For the most part, however, culture has been unsuccessful at eliminating violence. Since mutual aid and mutual struggle has failed to resolve the problem of universal conflict, surely something must provide a solution. Kropotkin (1914, p. 74) argues that, ‘better conditions are created by the elimination of competition by means of mutual aid, thus establishing a cultural ecology of pacificism. This argument fails because, as presented above, innate aggression induces competition for optimal human survival. To completely eliminate competition, aggression must first be entirely suppressed. Complex human culture is unable to hinder aggression to the degree of elimination, but Kropotkin inadvertently made a good point. Once competition is reduced, social disparities and meritocracy will also decrease, thus preventing the less dominant group from obtaining the subordinate position (Schmookler 1995). The latter part of this essay will draw upon case studies to argue that competition reduction has been the primary objective for many tribal societies and welfare stat es. Kropotkin (1914) uses numerous examples to argue that societies with intra-group cohesion rarely encounter intra or inter-group conflict. Among them is a Papuan tribe located in Geelwink Bay, studied by G.L. Blink (1888). Kropotkin (1914, p. 94) interprets Blinks account as, ‘never having any quarrels worth speaking of and ‘never had he any conflict to complain of which is unsupported because Blink, in his field notes writes, ‘war prisoners are sometimes eaten. Kropotkin does not completely overlook this statement of warfare, but this case study fails to prove his point that inter-group peace is achievable. Kropotkin, therefore, makes a detrimental mistake in his argument for exemplifying paramount sociability and inter-tribal peace. It seems Kropotkin was attempting to persuade readers through an anarchist agenda by centering on the Papuan peaceful in-group relations and describing the Papuan tribe as having a primitive communist system (Kropotkin 1914, p. 93-95). By using examples of Inuit tribes, Kropotkin once again glorifies in-group mutual aid, but abandons emphasis on inter-group conflict. In summarizing Veniaminoff, Kropotkin (1914, p. 100) writes, ‘one murder only had been committed since the last century in a population of 60,000 people, irrespective of mass infanticide to maintain a sustainable population. In truth, Inuit tribes rely heavily on cooperation and reciprocity for intra-group survival; however, they are not exempt from inter-group hostility as Kropotkin omits (1914, p. 95-104; Gat 1999, p. 26). Anthropologist Reynolds (1985, p. 24) asserts that, ‘Eskimos had limited their aggressiveness in past fights with other Eskimos, but had been more brutal in fights with other North American Indian peoples. Although restrained and ritualized, Inuit did wage combat against each other and engaged in inter-ethnic conflict (Gat 1999, p. 26). Even Veniaminoff, whom Kropotkin (1914, p. 99) quotes, writes that for Aleoutes â₠¬Ëœit is considered shameful to†¦ask pardon from an enemy; to die without ever having killed an enemy. Once again, Kropotkin relates the primitive society with his anarchical communist agenda to prove in-group solidarity and peace is achievable, but avoids out-group enmity. Specifically, Kropotkin takes a Rousseauean social Darwinist stance on aggression and conflict by arguing that humans are innately peaceable and cooperative. Nevertheless, Kropotkin shares a commonality with Rousseau, Malthus, and Hobbes; each has constructed two functional and universal explanations for aggression and conflict (Dawson 1996, p. 7). Firstly, interspecific aggression occurs when one group attempts to exclude another group through competitiveness and dominance. This can be achieved with or without violence and is distinguished from predation, when an individual or group dominates the other for the economic gain of a food source. Secondly, group cohesion results in a synergistic in-group relationship, consequently producing an ethnocentric view of superiority toward other groups (Pope 2000, p. 161; Dawson 1996, p. 7). Although Kropotkin downplayed group ethnocentrism and rallying, he realized it is inevitable, as explained above. Indeed, the laws of mutual aid and mutual struggle universally obligate humans. As explained above, innate competition and group solidarity has, throughout the history of man, led to conflicts. With the rise of large-scale societies, these conflicts evolved into primitive warfare. During the early Paleolithic, H. s. sapiens began to spread rapidly across the earths surface (Dawson 1996, p. 26). Fissionings and fusions occurred often, and competition intensified because of seasonal scarce resources. According to Dawson (1996, p. 26) ‘all theories of primitive warfare have recognized that whether or not it [war] is innate it has to be triggered by competition. Warfare is certainly not innate, but it may account for the wide dispersal of early Paleolithic humanity. Conversely, it would have limited the possibilities for offensive/defensive competition because early humans most likely fought for land and resources and the winner would assume ‘ownership, while the other group found new economic capital (Dawson 1996, p. 26). This method would prove effecti ve until groups could no longer diffuse due to a limit of land and resources. At the beginning of the Neolithic culture, large groups could no longer easily avoid neighboring groups by seeking new land, therefore resource limitations compelled people to live in larger, more cohesive societies (Dawson 1996, p. 26-27). Dense populations compelled groups to become territorial, with semi-permanent settlements. Human societies, consequently, were forced to create caches of food to survive. In order to protect these caches, defensible resources became a defensive strategy against raiding groups, especially for agricultural societies (Dawson 1996, p. 26-27). Defensive logistics were designed to deter war but, according to the archeological evidence, war was more often and more brutal (Dawson 1996, p. 26-27). As a result of militarism, the individual became an expendable resource for the good of the group. The democratization of warfare among states is the current solution to the consistent and universal competitive strive for dominance. The democratic model originated during the French Revolution, when states were not yet nation-states and nationalism had not yet developed as a significant political force (Baylis, Smith, Owens 2008, p. 546). For the first time, humanity mustered an enormous and unprecedented amount of human energy into one single national service and mutual protection (Schmookler 1995, p. 99-100, 287-288; Baylis et al. 2008, p. 546). When France democratically handed over this vast army to Napoleon, neighboring nations were compelled to enhance and enlarge their military to deter domination. However, Napoleon was able to dominate Europe because of the newly devised national political system, enabling him to conjure unequalled armies (Schmookler 1995, p. 99-100, 287-288; Baylis, et al. 2008, p. 546). Once again, the laws of mutual aid and mutual struggle intertwine. In conclusion, Hobbes, Malthus, Rousseau, and Kropotkin all had a static view of competition. Competition inevitably leads to war and peace. The laws of mutual aid and mutual struggle are innate, universal, and are not mutually exclusive. They secure orderliness and allow humans to act freely to preserve their genes, however, the knowledge and values shared by a society influence and, to some degree, determine the thoughts and actions of an individual to behave synergistically and symbiotically (Schmookler 1995, p. 13). Through time, humanity has used solidarity, anarchy, fissioning, defense, militarism, social institutions, and democracy to sanction or repel conflict and violence with no prevail. In each case study presented, intra-group solidarity brought on inter-group competition and conversely, inter-group conflict caused intra-group solidarity. Because humans are social creatures and are dependent on each other for culture, conflicts are inevitable. The laws of mutual struggle and mutual aid operate within the law of natural selection – gene survival of the fittest individual or group. In/out groups will always be present; however, conflict and war are not innately biological. They are an outward expression of acculturation. That is, human biological aggression is stimulated by cultural norms, mores, folkways, and taboos. A groups cultural sanctions determine the social consequence for overt aggression. Bibliography Baylis, J., Smith S., Owens P., The globalization of world politics: An introduction to international relations, 4th ed., Oxford University Press, London. 546 Baron, RA Richardson, DR 1994, Human aggression, 2nd ed., Plenum Press, New York, pp. 1-38. Blink, G.L. 1888, Bulletin de la societe d anthropologie, vol.11, p. 386, cited in Kropotkin, Petr 1914, Mutual aid: A factor of evolution, Porter Sargent Publishers Inc, Boston. p. 93. Carmen, John 1997, Material harm: Archaeological studies of war and violence, Cruithne Press, UK. Coy, Patrick Woehrle, Lynne 2000, Social conflicts and collective identities, Rowman Littlefield Publishers, Inc., Maryland. Dawson, Doyne 1996, The origins of war: Biological and anthropological theories, History and Theory, Vol. 35, No. 1, pp. 1-28, viewed 25 Aug 2009, . Dennen, J. Falger V. (ed) 1990, Sociobiology and conflict: Evolutionary perspectives on competition, cooperation, violence and warfare, Chapman and Hall, London. Gat, A 1999, Social organization, group conflict and the demise of the Neanderthals, The Mankind Quarterly, vol. 39, no. 4, pp. 437-454. Kropotkin, Petr 1914, Mutual aid: A factor of evolution, Porter Sargent Publishers Inc, Boston. Low, Bobbi 2000, Why sex matters: A Darwinian look at human behavior, Princeton University Press, New Jersey. Marks, Jonathan 2005, Perfection and disharmony in the thought of Jean-Jacques Rousseau, Cambridge University Press, Great Britain. Nolan, Patrick 2003, ‘Toward an Ecological–Evolutionary Theory of the Incidence of Warfare in Preindustrial Societies, Sociological Theory, Vol. 21 No. 1, pp. 18 – 30. Otterbein, Keith 2004, How war began, Texas AM University Press, U.S.A. Pope, Geoffrey 2000, The biological bases of human behavior, Allyn and Bacon, Boston. Pullen, John (ed.) 1989, T.R. Malthus: Principles of political economy, vol. 1, Cambridge University Press, Great Britain. Renfrew, John 1997, Aggression and its causes: A biopsychosocial approach, Oxford University Press, New York. Reynolds, Vernon 1985, ‘Sociobiology meeting, Anthropology Today, Royal Anthropological Institute of Great Britain and Ireland, Vol. 1, No. 2, pp. 24-25, viewed on 01 September 2009, . Ridley, Matt 2003, Nature via nurture, Fourth Estate, London. Schmookler, Andrew B. 1995, The parable of the tribes: The problem of power in social evolution, second edition, State University of New York, New York. Tuck, Richard (ed.) 1991, Hobbes: Leviathan, Cambridge University Press, Great Britain. Wrangham, R Peterson, D 1996, Demonic males: apes and the origins of human violence, Bloomsbury, London.

The Love Story :: Love Stories Romance Essays

The Love Story Some of the elements in the love story have changed over time. In the ancient world and during the Middle Ages, love stories did not have happy endings, and they focused on love outside of social and economic status. This was an innovation at that time, because most marriages were arranged and the partners were of the same social class. Beginning in the late Middle Ages and the Renaissance, love stories began to have happy endings, because marriage was coming to be rooted in feelings of truelove and couples came together by personal choice. Modern love stories are influenced by Hollywood, and often feature pre-marital and extra-marital sexual relationships, and single parents with children. Over the years, a conventional format was followed. As entertainment and moral values changed, however, the distinction between convention and innovation became blurred. The conventional love story formula has several elements: The couple wants to be together. Often it is love at first sight. There’s an obstacle for the couple to overcome. Those obstacles are usually: lack of communication noble or innocent actions are wrongly perceived other people come between the lovers At the beginning, the couple is neither rich nor poor. There is superficial glamour surrounding the main characters. Fate is used to justify unlikely coincidences. Some outside force brings the couple together. The story has a happy ending (Jensen 75-96) There’s always some convention and some innovation in any given love story; for example, the movieSleepless in Seattle features both. The conventions in Sleepless include superficial glamour. Both Tom Hanks and Meg Ryan are very attractive. Theirs is a love at first sight. The innocent action wrongly perceived comes about when Meg Ryan sees Tom Hanks hugging his sister. They are neither nor poor, and fate has Tom Hanks at the airport when Meg Ryan arrives. Of course, the couple meets at the top of the Sears Tower, and, presumably, lives happily together. The innovation is Sleepless is the way the couple gets together. They have never met each other. They are brought together by Tom Hanks’ young son, who calls a radio show for lonely hearts. Of course, all love stories don’t end as happily as Sleepless in Seattle. William Shakespeare’s tragic love story Romeo and Juliet was updated and made into a movie staring Leonardo DiCaprio and Clair Danes. Romeo and Juliet is conventional in some respects: the good looks of the leading actors, they fall in love at first sight, and the obstacle they must overcome is the longstanding feud between their families.

Johnny Tremain :: essays research papers

Johnny Tremain a young boy grown up as an apprentice during the 1700’s in Boston was an unfortunate but lucky kid. In the next several paragraphs, I will describe interesting parts in the book and also described the Authors factorial & emotional feeling and not to mention my feelings toward the book.   Ã‚  Ã‚  Ã‚  Ã‚  One of my favorite parts of the book was when Lyte came in and wanted a silver piece made by Mr. Lampham in which he had made one before, years ago, Mr. Lamphem wasn’t quite sure if he he still had it, so he was thinking of not doing it, but Johnny was so brave and sure only as an apprentice, he offered to do it. To me that really showed how enthustatic and dedicated Johnny was to the silversmith, when he did ask to do it, Mr. Lampham doubted very seriously that Johnny could do such a thing, but he still trys and works on it very hard and time consuming.   Ã‚  Ã‚  Ã‚  Ã‚  Another good part of the story is when Johnny is basically crippled with one of his hands, and is basically worth nothing, when at one time Johnny was wanted by a lot of masters because he was very talented with his hands. It really makes you think if you were to lose a talent how you would feel about it and act upon it, it made me feel thankful.   Ã‚  Ã‚  Ã‚  Ã‚  Another interesting part of the book was when Johnny went to look for a job. Johnny was so persistent when trying to find another apprentice job. He didn’t really care about what kind of job it was he just wanted a job, he went from place to place trying as hard as he could to hid his crippled hand.   Ã‚  Ã‚  Ã‚  Ã‚  When Johnny started his job with the Sons of Liberty as a news paper route boy it came to be a very interesting section of the book. It was interesting because, he was giving a code to all of the Sons of Liberty members saying â€Å" You owe the Boston herald 6 schilling†, meaning that night there would be a meeting at 6:00 PM that night. He was becoming part of the Sons of Liberty and it was starting to get really good, especially when he started trying to find out when the British attacking , posting at, and grouping at. It was also good when John Adams has him blow a whistle to send the Sons of Liberty to

Americans Need More Vacation Time :: Argumentative Essays

â€Å"I really need a vacation!† Is there a more common phrase in the workplace in America today? I’m sure all of us had uttered that phrase at least once in the last 12 months. Americans are so vacation-deprived, then why is it that almost a third of the American working adults are giving up some earned vacation this year, and when they do go on vacation they still do some work by checking in with office communications, according to a Harris Interactive vacation-related poll? The following table below indicates that the U.S. ranks 10th in term of average number of vacation days around the world per year, with the average of just 13 days per year compared to the United Kingdom’s 28, and Italy’s 42 days per year. Even the average worker in Japan – where the term karoshi, which means â€Å"death by overwork†, was coined gets five weeks of annual paid vacation. Average Number of Vacation Days Around the World Per Year Italy  Ã‚  Ã‚  Ã‚  Ã‚  42 days France  Ã‚  Ã‚  Ã‚  Ã‚  37 days Germany  Ã‚  Ã‚  Ã‚  Ã‚  35 days Brazil  Ã‚  Ã‚  Ã‚  Ã‚  34 days United Kingdom  Ã‚  Ã‚  Ã‚  Ã‚  28 days Canada  Ã‚  Ã‚  Ã‚  Ã‚  26 days Korea  Ã‚  Ã‚  Ã‚  Ã‚  25 days Japan  Ã‚  Ã‚  Ã‚  Ã‚  25 days U.S.  Ã‚  Ã‚  Ã‚  Ã‚  13 days Source: World Tourism Organization (WTO). We like to think that we’ve got the world’s highest standard of living with the per capita GDP of $37,800, 3rd highest in the world , and yet, we are the only industrialized nation that refuses to mandate vacation for workers in the private sector. And if you think we are making the most of those precious few days that we get, you couldn’t be more wrong. According to a study conducted in May 2004 by Harris Interactive, the average American planned not to use three of his or her vacation days this year, up from two days last year. The study also found that nearly 40 percent American said they had canceled or postponed vacations due to work. So what’s the matter with us?

Advertising Campign of Nutella

[pic] TABLE OF CONTENTS |S. No: |Contents |Pg. No: | |01 |LETTER OF TRANSMITTAL |03 | |02 |ACKNOWLEDGMENT |04 | |03 |EXECUTIVE SUMMARY |05 | |04 |BACKGROUND/OVERVIEW |06 | |05 |OBJECTIVE OF THE COMPAIGN |07 | |06 |TARGET AUDIENCE |09 | |07 |STATEMENT TO ACHIEVE THE OBJECTIVE |10 | |08 |RATIONAL & EMOTIONAL REASONS TO BELIEVE & BUY |11 | |09 |COMPETITION |12 | |09 |COMPETITIVE ADVANTAGE |12 | |10 |COMPETITORS |13 | |11 |SWOT ANALYSIS |14 | |12 |PRINT AD (HALF PAGE) |15 | |13 |PRINT AD (FULL PAGE) |16 | |14 |STORYBOARD |17 | LETTER OF TRANSMITTAL B. B. A FALL 2011 PAF-KIET DECEMBER, 2011 SIR SYED HASSAN AZIM PAF-KIET DEAR MR. AZIM WE HAVE MUCH PLEASURE IN SUBMITTING THE REPORT ON â€Å"NUTELLA†. PRAISE TO ALMIGHTY ALLAH, OMNIPOTENT AND OMNISCIENT WHO BESTOWED UPON US THE POTENTIAL AND ABILITY TO ACCOMPLISH THIS WORK. WE WISH TO EXPRESS DEEP SENSE OF SINCERE GRATITUDE FOR THE SUPPORT, HELPFUL SUGGESTION, CONSTRUCTIVE CRITICISM AND ENCOURAGEMENT TO YOU, GENEROUSLY EXTENDED TO US IN OUR WORK. WE HAVE COMPLETED THIS REPORT TO THE BEST OF OUR KNOWLEDGE AND CAPABILITIES. WE HOPE THIS REPORT COME UP TO THE MARK. YOUR’S SINCERELY, FAIZA KHAN (234) ACKNOWLEDGMENT WE ARE FIRST & FOREMOST THANKFUL TO ALMIGHTY ALLAH FOR GIVING US THE STRENGTH & CAPABILITY TO ACCOMPLISH THIS TASK. WE ARE ALSO THANKFUL TO OUT INSTRUCTOR SIR HASAN AZIM FOR PROVIDING US IMMENSE KNOWLEDGE OF THE COURSE THAT HELPED US IN OUR PROJECT COMPLETION. WE THANK THE PEOPLE WHO ACTED IN OUR TVC. AND LAST BUT NOT THE LEAST OUR PARENTS, FOR ALL THEIR LOVE & SUPPORT. EXECUTIVE SUMMARY THIS REPORT IS BASED ON THE NEW ADVERTISING CAMPAIGN OF NUTELLA, THE CHOCOLATE SPREAD. REPORT INCLUDES THE INTRODUCTION & CURRENT POSITIONING OF NUTELLA & THE NEW ONE THAT WE ARE PROPOSING. WE HAVE ALSO EXPLAINED THE TARGET MARKET, & HAVE DESIGNED THE CAMPAIGN IN A WAY THAT IT CAN ATTRACT THE ACTUAL & POTENTIAL CONSUMERS EMOTIONALLY AS WELL AS RATIONALLY. REPORT INCLUDES THE STORYBOARD OF THE TVC, RATIONALE BEHIND THAT, THE TAG LINE, SWOT ANALYSIS & SEVERAL OTHER RELATED THINGS. BACKGROUND This remarkable story began in 1946, in Italy, where, after the war, candy and confections wherein short supply and were purchased mainly for special occasions from the local sweet shop. It was here in northwestern Italy in the small town of Alba, that master confectioner Pietro Ferrero developed a system that enabled him to mass-produce true quality confections and offer them to consumers at reasonable prices. That original Ferrero philosophy was based on a few simple principles: ? Use only the highest-quality ingredients ? Be unique! Never copy anyone else; then Manufacture with the most modern technology Add to that, procedures for ensuring consumers taste only the freshest possible product, as well as some very clever marketing, and the Ferrero story began to unfold. Ferrero is company founded in 1946 in Alba. Originally from pastry shop, today Ferrero International is the world’s fourth largest companies in the confectionery Market. OVERVIEW Nutella chocolate spread is launching in local market although it’s available locally but a wide range of people have some confusion or not familiar with its usage and nutritious value. We are adding a variant which suits to our local environmental need. The competition locally is not very severe b/c people not aware of the product. And no company doing any sort of awareness campaign regarding it. Our product is not just. A chocolate spread but we link a high quality nutritious ingredients in it. The problem which we can face is creating product acceptability regarding its real core values. Locally we don’t have very strong competitor and to some extent imported items. So this is also an opportunity for us that locally no other company doing any sort of promotion and doing any product awareness activities. So it gives us a competitive edge. But the main point of differentiation which itself is very strong is the quality and its nutritious values. We are trying to focus children and mothers. Creating awareness among them and create a high acceptance and proper usage of it among them. The one more reason to target them is that they have a strong impact on buying decision. We just want to endorse it as a quality product which met the requirement of the growing child. PRODUCT DESCRIPTION The product we take is the chocolate spread popular among the children. The product under NUTELLA brand is of very high quality, richer in texture and awesome in taste. Along with it, it’s really nutritious. Something new coming up in this umbrella brand. And we have done it by our pre-research campaign. In that we conduct three focus groups and take expert opinion with different doctors and nutritionist. So what’s new [pic] The upcoming new market champ is inducing a power of strength in every mama’s child. That is CHOCLATE SPREAD WITH ALMOND designed especially according to our local environment. [pic] OBECTIVE OF THE CAMPAIGN We took a product NUTELLA. And in this line no company doing any sort of promotion. A very few people know about these products although they exist in market. People use it but a very large no. of people doesn’t know about the products about its nutritious values and usage. We use it in many ways by doing little variations. Enjoy different taste, texture and awesome recipes. We can use it alone it is also very tasty and nutritious. Nutrition consider it a complete meal (covering 60% of your breakfast requirement). A healthy food for growing children’s and has very high acceptance and likability by growing child. The consumer is going to accept it because of its multipurpose usage. We can use it as it is. It’s ready to eat. It has high nutritious values. Multipurpose use in different range of products like in baking, toping, in dessert, for shakes etc As we all know Nutella already like and accepted by the market. So the new line range are highly accepted by the people who already like and accepted it as a nutritious product and prefer it for their child. They like new range of it and accepted. They got new options and variety of range in taste. Now to make our product successful we have to maintain that trust and belief of our potential customer. We have to assure quality and taste richness and variability of line. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. [pic] [pic] STATEMENT TO ACHIEVE THE OBJECTIVE MAGIC OF MAMA HMMMMMMMMMMMMM †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ YUMMY! This is the line that attracts us most because it captures our whole idea. We can define it from three perspectives. First of all it tastes good. Normally children avoid eating any food and food supplement. Children like to eat it. It’s healthy its yummy child. So it’s magic for mummies i. e. ithout any hazel children eat healthy food and demanding more and more. Second perspective its healthy helps in growing, make you stronger. Give insta nt energy. So it is magic by having a spoon of Nutella you get instant energy and freshness of rich creamy taste. It is acceptable by children as well as for chocolate lovers. So you can motivate your child by saying its magic. By eating this you are becoming bigger and bigger. Your bones become stronger. Your mind becomes sharper. So children associate with it as a magic given by their mama’s. Nutella gives an assurance of balance diet or a complete breakfast for kids or a must have a spoon in morning meal for kids. Children and females are the key motivator of buying decision. By using word mama we capture whole mothers segment. It gives sense of association. It is creating a bond between mom’s and Nutella. RATIONAL AND EMOTIONAL REASONS TO BELIEVE AND BUY The Rational Reasons to buy and believe Nutella is that, we have approved Nutella from the Specialists Doctors, Health Care Specialist and common people as well through focus group. They all approved Nutella as a completely safe and healthy product for children’s and for everyone. Nutella is healthy and nutritious product for the whole family health’s that’s why the rational reasons exist in to believe and buy Nutella. Every person wants to give healthy and nutritious food to his family and especially children. With the growing trend of working women, it is somewhat becoming a challenge for women to prepare breakfast early in the morning for the whole family. With Nutella, we provide them with ease & convenience that they are no more required to prepare the traditional breakfast in the morning, which, essentially is pretty time consuming; rather they can use Nutella chocolate spread to be enjoyed at breakfast with bread, bun, milk or cookies and having that equivalent nutritious values. Nutella could also be used in many desserts and in different shake. So people get many benefits from a single product and can use it in different ways. The Emotional Reasons to believe and buy Nutella is that every mother wants to give quality and nutritious food to the family. Mothers normally prefer doctor opinion regarding their child health products. Normally doctors have good reputation and high acceptance in any society . people easily accept doctor opinions. Its healthy food having high nutritious value, give instant energy and power. Helps in growing. It is a complete intake that provides the necessary nutrients required by the body. So every mother wants to buy healthy product and give highly nutritious values to their child. This way Nutella grabs the attention of consumers emotionally as well as rationally by offering the following benefits: †¢ Ease †¢ Convenience †¢ Taste †¢ Nutrition Value for money †¢ Plus, it saves time [pic] Our Mission is to have become the name that immediately comes to mind of our customer† This will be accomplished by; †¢ Making, distributing & selling the high est quality. †¢ Operating our business with honesty & integrity. †¢ Giving back to community by: †¢ Purchasing goods & services from local businesses whenever possible. †¢ Concern to future of our society by giving high nutritious product to its upcoming generation †¢ Providing employments opportunity locally †¢ We will offer differentiated nutritious high quality product to feed customers’ needs. †¢ Having concern to our customer health. OVERVIEW OF OUR CAMPAIGN We are designing a marketing plan for our Brand Nutella along with it launch a new variant under its chocolate spread. We introduce new product line with different ingredient and under the same brand name Nutella taking into consideration local environmental effect. Market Plan is sub divided into marketing strategy, business objectives, SWOT analysis, advertising objective, advertising strategy& current market position. Concentrated marketing Strategy is used for our brand as a proven, measureable & unique. Goals, task, resources & Feedback terms are used in order to make business more effective. Describes our brand strengths, weakness, opportunities & threats we would face during launching & after launching. Advertising objective [pic] Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTI SING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. ? Current Market Position [pic] It includes size, positioning, placing, and customer preferences , share & business consideration 1. Set of potential customers who have similar needs 2. Who reference each other when buying? 3. Are alike in the way ? Perceive values ? View product and quality Purchase product †¢ To understand customer wants and demands †¢ Easy to become a leader of a small market †¢ Generally more profitable and more effective use of marketing rupee. †¢ country: Pakistan †¢ City: Karachi †¢ Density: Urban & Sub-Urban †¢ Age: 3 years up to15 †¢ Gender: boys and girls both †¢ Income: 35,000 & above †¢ Religion: Respecting all aspects of all religions †¢ Nationality: Specifically Paki’s & other supporting nations! †¢ Social class: Super class, upper middle and moderate class †¢ Lifestyles: zealous & achievers Personality traits: ambitious, obsessive, moderate and simple. †¢ Usage: daily basis †¢ Benefits: nutritious, healthy, within your means, quality guaranteed & easily available. †¢ Loyalty users: strong & absolu te †¢ Readiness stage: fascinated & intending to buy †¢ Attitude towards product: excited & positive because of its current market image and nutritious value. †¢ Grouping customers according to the strength of their product loyalty. †¢ Example: Frequent purchaser. †¢Ã‚  Customers develop loyalty for a variety of reasons; ? Product satisfaction ? High quality ? Affordable price ? Easily available ? Get all the demands & desires from their loyal brand. ? Mind matching Get all the designs that they want. ? Unique & different to rest of the products in the market. General Strategy Options (as they relate to target marketing) †¢ Undifferentiated Marketing †¢ Differentiated Marketing †¢ Concentrated Marketing †¢ Micromarketing SELECTING AND EXECUTING A STRATEGY Basic determinants of marketing strategy: †¢ Company resources. †¢ Product homogeneity. †¢ Stage in the product lifestyle. Competitors’ strategies. †¢ Concentr ated marketing Focusing marketing efforts on satisfying a single market segment; also called niche marketing. †¢ Approach can appeal to mothers specially working ladies and children and too some extent father. Offer highly specialized quality ingredients. †¢ Nutella appeals to healthy conscious & chocolate lover. †¢ Specialized in their own making †¢ art of selecting concentrated strategy †¢ By this tic tact, Nutella induce a new wave of taste in spreads. †¢ Has its own unique way of describing taste and quality. †¢ Can put dreams on real edge, this is the main objective. A marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers’ minds relative to the competition †¢ Attributes †¢ Price/quality †¢ Competitors †¢ Application †¢ Product user †¢ Product class Oftentimes, positioning focuses on Points-of-difference (PODs) The act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market & consumers. The further details of positioning can be measure by positioning map; – In planning our positioning strategies, we prepare a positioning map which gives a view that consumer’s perception about our brand versus competing high- low price according to places & quality. – The better the place, the better the quality with relative high price like Agha’s, Hyper star, Naheed etc having relatively high cost. Consumer’s perception would be quite clear regarding our brand & its quality. This is the strategy that gives a benefit to both parties. Consumers, who can’t afford high prices, can go to places like Imtiaz store & other outlets & get their desired stuff. – On other hand, we are having our benefit in our perception i. e. we cost in accordance to quality. And we are providing highest quality food which suits the growing child. COMPETITORS THE MARKETING MIX Marketing mix includes product, price, distribution and promotion. As powerful as single element can be, it’s the unique blend to create by changing in juggling all four that leads to possible sat isfaction. Thus promotion which includes advertising must be balanced with the product design, the price and the method of distribution to create the overall marketing mix that customer considers when they chose their product. PRODUCT Nutella is a cheerful brand emerge with vigor to satisfy our customers want , Customers would like to acquire their money's worth from a product they purchase, our brand not only is the better worth of their money they paid but also the cheerfulness brand spreading Brand name Is for better recognition & to make it peculiar with the company launching. It also turns product exclusive & give rise to brand loyalty. The Brand name is Nutella, which have already international reorganization all around the world. It must help us out and also help in promoting our new ass variants. Quality Highest quality approved by international and local doctor. Highest nutritious value among its competitor. Rich and creamy texture along with awesome taste. Safety Aspire to gain our client’s, confidence by paying attention to the finest detail of each and every product & make it durable, perishable and safe. Packaging As it symbolize the feeling with which brand is stepping in to the market, Nutella is outspreading joviality and cheerfulness with its chromatic and variegated packaging. Expiry Each item we manufacture carries a one-year expiry. Size Providing the whole size range gratify the selected segments, providing different size bottles from economy pack to family jar. Skim prices: Charging a relatively high price for high quality product available in the market, in order to build a high-quality image. Competition based prices: As it does depend and related with raw material prices, we may landed with competition based price at product maturity stage Market oriented prices: We do not follow market oriented pricing approach, claiming our product as of excellence indication. Special offer pricing: On festive occasions the brand pricing strategy slightly change with customer deals name â€Å"magic† deals comprises relatively moderate prices with some additional value added surprises. PLACEMENT Brands positioning is done on Quality over pricing. We want to position our brand in customer mind. We want customer demand our product. We cater all that places where our target market can reach. We provide our own customized racks for placing our brand in store so that it easily identifiable and differentiated from other brands. Distribution channels: Nutella has already establish distribution channel which augment deliver its offerings to valuable customers Inventory management: Brand has efficient inventory management system to control the market setup, for better sales forecasting, sales and operation. Warehousing & Distribution centers: The brand will operate with the existing warehouse, Nutella posses Satisfy their external suppliers by providing them with clear instructions and requirements and then paying them fairly and on time. So, the product reaches to their destiny safely. Advertisement: TV, radio, poster, news paper, internet, magazines, public transport, children shows, socializing network are the mediums, brand willing to use, for placing promotional content. Promotion Promotional strategy: Push & pull; brand decided using both strategies side by side increase force and trade promotion activities & advertisement efforts. Sales promotions: Settle on to publicize brand through sales promotion by presenting incentives and distributing merchandise to buyers or giveaways. Cash in a bucket, price discounts on events or launch, combination offers like chocolate syrup with spread Personal selling: In here face to face is the most common tactic to follow, but Nutella steps in with new energy so social events & exhibitions & sales force are approaches to act upon Public relations & publicity: Brand support marketing public relations by hosting middlemen meeting quarterly and providing privilege club member cards. Throwing parties on new product lunch, Co operate public relation, Communication, CSR, Media are also be the tools. PROMOTIONAL STRATEGY (PULL): MEDIUMS: †¢ Electronic o Television o Radio o Digital media ? Face book ? Yahoo ? Google ? YouTube ? geo †¢ Outdoor o Billboards EVENTS AT DIFFERENT PLACES LIKE: †¢ Arena †¢ Emerald tower †¢ Park tower †¢ Forum †¢ Hyper star BRAND ACTIVATION: †¢ Different shopping malls †¢ Expo-exhibition (books fairs of children) †¢ At schools PRINTING THE NUTELLA LOGO ON: †¢ School lunch boxes †¢ Milk shake bottles or water bottles †¢ Stationary products Direct marketing (direct mail) External communication (helpline, online consultancy, toll free no’s) Chocolate world providing you the experience of being taste conscious are the additional things that brand will soon get acquired to make children choosy, health conscious & drive them smartly crazy! Advertising objective and advertising strategy: Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTISING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. STORY BOARD 1st TVC [pic] 2nd TVC[pic] FULL PAGE PRINT AD______________________ HALF PAGE PRINT AD______________________ [pic] [pic] ACTION PLAN To make aware about our product we approach to adopt something different and new, as we have seen in much advance markets globally renown, they go with the stream style to create awareness among people about their products changes with the variable change in technology, this task also set us with a bit difficulty that the people first accept that the variant (almond which we added) we designed for them , according to their geography and variant, for that we start with publishing flyers, later on when we get the feel that people are curious to see something new in the market. Then we on air offer digital adds before a week we will’ be available in the markets. The biggest plan we have, we r going to use computer base technology in diff places like arena hyper star forum park tower. We r installing a software which are working on a older concept of MR POPEY that is i. e. by eating a tin of spinach he got an extra ordinary power we using the same concept with the computerize effect by eating a tea spoon of Nutella children transform in a powerful corrector like bentan and power puff girl on the computer screen we are planting the computerize screen software in all the above mention places which catch the child along with their parents, we are placing Nutella stoles in many public places related to our target audience along with that we focus. We set our dummies product correctors in different public concentrated areas on different occasion i. e. ike book fair exhibition in expo etc, we decided to make that precious moment a event for others by setting flat screen panels in the mall, and decorate mall with the multihued banners and colures of Nutella. Last but not least, we have some surprising planning that will be reveal on the day on launching. MEDIA PLANNING M edia planning includes television, radio, newspaper, social networking sites, magazines, billboards and many others . the analytical frame work to consider which media to use, how to use them, when to use them and where to use them effectively and efficiently called media planning . the process of directing the advertising message to the target audience at the appropriate time and place using the using the appropriate channel. Channel Summary – Radio | |Channels |Net Amount |Spots |Share % |Network Areas | | FM 99 Power | 255,529 | 708|6% |Islamabad | | FM 103 | 588,281 | 889|14% |Karachi,Lahore,Faisalabad,Multan | | FM 107 | 968,489 | 1,912 |24% |Karachi | | FM 91 | 1,355,738 | 2,355 |33% |Karachi,Lahor,Islamabad,Gawadar | | FM 99 | 446,765 | 1,810 |11% |Karachi | | FM 94. 6 | 448,679 | 1,067 |11% |Karachi | |Total | 4,063,481 | 8,741 |100% |   | Summary – Digital |   |   |   | |Networking Sites |Media Cost($) |Estimated clicks |Total Media Cost |Ad serving Cost | | Yahoo | | | | | | |3,771 |8,560 |3,771 |46 | | Facebook | | | | | | |3,520 |25,633 |3,520 |138 | | Google Contextual | | | | | | |4,902 |45,820 |4,902 |247 | | Google Placement | | | | | |2,514 |25,000 |2,514 |135 | | Geo | | | | | | |3,143 |28,000 |3,143 |151 | | Youtube | | | | | | |2,263 |18,560 |2,263 |100 | |Total | 20,112 | 151,573| | | | | | |20,112 |818 | Print Summary – Magzine | |Magzine Name |Net Amount |Readership |circulation | | Pak and Gulf Economist | | | | | |72,977 |45,000 |15,000 | | Images | 324,054| 270,000| | | | | |90,000 | | Dalda Ka Dasterkhwan | | 120,000| | | |49,256 | |40,000 | | Time (Pak Edition) | | 390,000| | | |- | |130,000 | | Young World | | 130,000| | |- | |45,000 | | Smash | | 250,000| | | |- | |55,000 | | Masala | | 280,000| | | |- | |60,000 | | Foodline | | 295,000| | | |- | |75,000 | | Chef | | 220,000| | | |- | |85,600 | | Synergyzer | | 285,000| | | |- | |125,000 | | Newsweek | 375,903| | | | | |45,000 |15,000 | | Kitchen | | 225,000| | | |- | |85,000 | |Total | 822,190 | 2,330,000 | 820,600 | |Print Summary – Newspaper | |Newspaper Name |Net Amount |Readership |circulation | | Dawn ( Combined ) 492,562| 270,000| | | | | |90,000 | | Dawn ( Combined ) | 615,703| 270,000| | | | | |90,000 | | The News ( Combined ) | 1,036,973 | 240,000| | | | | |80,000 | | The News ( Combined ) | 680,513| 240,000| | | | | |80,000 | |   |   |   |   | |Total | 2,825,751 | 1,020,000 | 340,000 | |Channel Summary – Tv | |Channels |Net Amount |Total no. f Spots |Total Sec | | Geo News | 5,113,220 | | | | | |172 |6,880 | | Samaa news | 1,904,587 | | | | | |173 |6,920 | | Geo entertainment | 1,078,137 | | | | | |56 |2,240 | | Ary Digital 3,282,101 | | | | | |95 |3,800 | | Cartoon Network | 1,934,760 | | | | | |100 |4,000 | | Ary Zauq | 3,427,668 | | | | | |141 |5,640 | | Oxygen | 145,714 | | | | | |99 |3,960 | | Ary the music | 364,285 | | | | | |99 |3,960 | | Nickleodeon | 364,285 | | | | | |99 | 3,960 | | Play Tv | 218,571 | | | | | |99 |3,960 | | Masala Tv | 158,961 |108 | | | | | |4,320 | | Axn | 582,857 | | | | | |99 |3,960 | | HBO | 1,007,856 | | | | |99 |1,007,856 | |   |   |   |   |   | |Total | 19,583,002 | 1,439 | | | | | |1,061,456 | |Outdoor Summary | |Location |Campaign Net Amount |Area Sq. Feet | | Karachi | 7,216,000 | 1,080 | | Lahore | 4,329,600 | 4,450 | | ISB | 6,560,000 | 2,055 | |   |   |   | |Total | 18,105,600 | 7,585 | ———————– ADVERTISING CAMPAIGN OF NUTELLA GROUP MEMBERS †¢ SYED MOHAMMAD SHOAIB (4478) †¢ FAIZA KHAN (234) MALIK UMAIR HAMZA (4081) SUBMITTED TO SIR HASAN AZIM SUBMISSION DATE; 17TH DECEMBER, 2011 MARKET SEGMENTION NEED OF MARKET SEMENTATION GEOGRAPHIC SEGMENTATION DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION SEGMENTING BY BRAND LOYALTY TARGET MARKET CONCENTRATED MARKETING POSITIONING Positioning Map High Naheed/Aghas Hyper start EDCO Imtaiz Makro and other local leading store Price Low High Perceived Quality ? The strong Pakistani mindset towards traditional food and against bread can be one of the threats. ? There are no much of a threats until it gets positioned. ? After positioning it has to beware of duplicate brands. The Pakistani market has been and will always be a welcoming one for new products like Nutella as it did for Kellogg’s. ? The purchasing power of Pakistani has been on a raise lately and the rise of urban middle class will be appositive sign for Nutella. ? The population of youth is more and hence Nutella has a bright chance of succeeding. ? Not much of a competition exists in Pakistan. ? It’s high in carbohydrates which is the major nutrient lacking in Pakistani kids. ? It has low GI and it works for the apprehensions of the mothers and keeps the kid energetic all day long. ? It’s tasty and delicious and will definitely work for kids ? Quicker to make and easy to eat which will solve the problem of working mothers who find preparing breakfast a challenge. Chocolate in the morning is not very welcomed in Pakistani homes & Pakistani mothers and kids are still inclined towards the traditional food. Suggested retail price: our retail prices are Bottle of 350gm is around Rs310 Volume d iscounts: As the brand recently will get launch, accept volume pricing when brand reach to growth stage. 1st month discounts: give privilege low prices to costumers buy product at the very first i. e. you also called opening promotional activity. Price flexibility: Nutella is an exclusive brand so we just propose fixed price, no price flexibility. Profitability: Brand profitability is based on the skimming It†¦ †¦ Fall11 PAF-Karachi Institute of Economics & Technology