Analysis Essay For The Crucible Essay

Directions: Choose ONE of the essay prompts/topics below. Answer your chosen prompt in a five-paragraph essay based around a one-part thesis. Each of your three body paragraphs must include a quote from The Crucible. Since this essay has a more straightforward format than the Close Reading essay for Great Expectations, we will be focusing on the writing process as you move towards producing a final draft. Consequently, you will be required to complete the prewriting work in this packet, write TWO drafts, complete a peer-editing letter, and produce a final draft. Rewrites will NOT be offered on this essay, so visiting the Writing Center is encouraged! Possible Essay Topics 1. Despite the Puritan background of the citizens of Salem, it seems as though almost every character tells a lie at one time or another throughout The Crucible. What specific role does dishonesty play in The Crucible? 2. Fear and faith are both powerful forces at work in Salem. In your opinion, what does The Crucible say or suggest about the relationship between faith and fear? 3. Many characters in The Crucible seem preoccupied with the status and maintenance of their reputations. What impact does the presence of this reputation-centered mentality have on the evolution of the trials? Read Also:  Topics for Analytical Essay Prewriting Select a topic (circle or star your choice above), and jot down the first few ideas that pop into your head when you think about how you would go about answering your selected question. If you can’t decide on a topic, brainstorm ideas for two topics you’re thinking about. Based on how many ideas you’re able to come up with for each topic, choose one (if drafting doesn’t go well, you can always change your mind later on). Brainstorming: Brainstorm a clear, coherent answer to the question (this will be the basis of your thesis). Answer: Now, brainstorm what you could possibly focus on in your three body paragraphs to prove your thesis. In other words, what THREE reasons/ideas will you use to support/justify your thesis? 1. 2. 3. Formulate your thesis. Your thesis should clearly state your answer to the topic question. Since you will be writing a one part thesis, you do NOT need to include your three supporting reasons or ideas in your thesis. Remember that you will be answering the question objectively, so the word â€Å"I† should NOT appear in your thesis (or anywhere else in the paper). Thesis: _____________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ Create a logical order of ideas for your paper. One idea (in terms of your thesis) will guide each body paragraph. Under each main idea, brainstorm potential quotes you will pull from The Crucible to support your argument in  that body paragraph. You don’t necessarily need to include direct quotes yet; a paraphrase or note that will remind you of a specific quote is fine. Body Paragraph 1: ______________________________________________________________________ Possible quotes: Body Paragraph 2: ______________________________________________________________________ Possible quotes: Body Paragraph 3: ______________________________________________________________________ Possible quotes: Putting it all Together 1. In your introductory paragraph, include a hook statement/attention grabber that relates to your topic, and include a small amount of background information (assume your reader has read the book). Be sure to include the title and author (Remember to italicize the title!). You will end your introduction with your thesis statement. 2. Your three body paragraphs must begin with a topic sentence that transitions into the paragraph, states the main idea of the body paragraph, and relates to the thesis in some way. Support your argument with evidence from the novel. You must include a quote from the novel in each body paragraph to support your claims, and you MUST analyze/discuss the importance of that quote to prove your point! Your analysis should explain specifically HOW each quote proves your thesis. Include a concluding sentence for each body paragraph that connects back to your thesis. 3. In your concluding paragraph, restate your thesis and reinforce the main points of your paper. Any specific items of background information that you referenced in your introduction could be mentioned again. Most importantly,  your conclusion should end with a detailed, well thought-out statement of the IMPLICATIONS of your argument. Answer the question of â€Å"So what?† Tell your reader why your argument matters or what your argument implies (this is your take-home message). General Requirements: Use 12 pt. Times New Roman Font and 1† margins. Type double-spaced on one side of the paper. Do not use I, me, we, YOU or any other personal pronouns. Do not refer to the essay or narrate the essay as you write it – just write it! Do not refer directly to quotes. For ex., there’s no need to say â€Å"This quote says†¦Ã¢â‚¬  â€Å"This quote shows†¦Ã¢â‚¬  Use at least THREE quotes in your paper. â€Å"Properly cite your quotes with page numbers in parentheses after each quote,† said Mrs. Filush (4). Write your essay in present tense. Example – Proctor says†¦, Abigail believes†¦ DUE DATES: Pre-writing Packet:____________________ (5 points) 1st Draft: ____________________ (15 points) Peer Editing Letter: ____________________ (15 points) 2nd Draft: ____________________ (15 points) Final Draft: ____________________ (75 points) Rubric Checklist – The Crucible Essay INTRO – ______/ 10 pointsComments: _____ Hook/attention grabber _____ Background Information _____ Title, Author (listed correctly) _____ Thesis Statement offers specific argument in   response to topic. BODY #1– ______/ 15 points _____ Transition _____ Topic sentence connects to thesis _____ Topic sentence includes main idea of paragraph _____ Paragraph includes quote; quote is cited properly _____ Context provided for quote/quote well-blended into writing _____ Discusses/analyzes quote to help support argument _____ Paragraph ends with a connection to the thesis BODY #2– ______/ 15 points _____ Transition _____ Topic sentence connects to thesis _____ Topic sentence includes main idea of paragraph _____ Paragraph includes quote; quote is cited properly _____ Context provided for quote/quote well-blended into writing _____ Discusses/analyzes quote to help support argument _____ Paragraph ends with a connection to the thesis BODY #3– ______/ 15 points _____ Transition _____ Topic sentence connects to thesis _____ Topic sentence includes main idea of paragraph _____ Paragraph includes quote; quote is cited properly _____ Context provided for quote/quote well-blended into writing _____ Discusses/analyzes quote to help support argument _____ Paragraph ends with a connection to the thesis CONCLUSION – ______/ 10 points _____ Restates thesis _____ Wraps up main points _____ Leaves reader thinking about the larger implications STYLE & MECHANICS – ______/ 10 points _____ Double spaced; 12 pt. Times New Roman font; 1† margins _____ Essay is written in present tense _____ No use of I, me, we, or YOU (personal pronouns) _____ No reference to essay or quote _____ No contractions _____ Proofread: No grammatical or spelling errors _____ Sentence structure: Essay is free of fragments and run-ons _____ Style, sentence variety, and diction (word choice) Final Draft _______/75Prewriting Work (packet): _______/51st Draft: _______/15 Peer Editing Letter: _______/152nd Draft: _______/15 Total Score_______/125Letter Grade: _______

Assignment Unit 5

Unit 1 Assignment E1: The main three different types of settings which are provided with care and education for all children in my area are, firstly the statutory area would be†¦. , because it is funded by the government, so they didn’t want to play for their children to go to a private school. Secondly the voluntary sector in my area are mainly activities like sports/ football teams and playschools and afterschool clubs where you donate money but none of the staff get paid any money because they volunteered to help run and work for it.Finally, there can be very few private schools in my area because people disagree to pay for their child’s education instead of it being funded by the government and so there aren’t many private schools in my area but one near my area †¦.. is the main private school which a lot of people know around by my area. E2: The way in which the types of setting from E1 has aims to support children and their families are; Statutory settings can help families is they can’t afford much so this way the government is funding for them so their children can still go to school with no big price to get the child’s education complete for their stages.On the other hand private settings are the opposite where the families pay for their children to get their education, and they are not funded by the government, the children are paid to go to private schools so they can get a better education. And voluntary settings are helping by getting everyone involved and by raising money for schools or other charities. E3: The main legislations in our country that supports the rights of children are the Human Rights Act and the UN Convention on the Rights Of The Child.The Human Rights Act helps to protect all of us and children and gives us our own right within ourselves so we can have our own opinions and to avoid discrimination. Whereas the UN Convention on the Rights Of The Child supports the rights of children by s tating what each child has the right to do in life, also by getting the whole world involved to show that everyone has a right to, for example, ‘You have the right to give your opinion, and for adults to listen and take it seriously. http://www. unicef. org. /crc/index. 30229. html E4:The recognised principles and values that underpin working with children on the Early Years Foundation Stage the CACHE statement of value and the foundation phase framework are; A Unique Child, Positive relationships, Enabling Environment, and Learning and development. The principles for ‘A Unique Child’ are all about being a competent learner from birth who can be resilient, capable, confident and self-assured. Positive relationships describe that every child can learn to be strong and independent from a base of loving and secure relationships with parents and a key person.Enabling environment describes how the environment can play a key role in supporting and extending childrenâ₠¬â„¢s development and learning. Learning and development describes that children develop and learn in different ways and at different rates, all areas of learning and development and equally important and inter-connected. The values that underpin working with children are most importantly putting the children first by ensuring the child’s welfare and safety to keep them safe from any harm as possible, showing compassion and sensitivity so this way they may respect you and treat you fairly.Respecting the child as an individual, meaning to treat them each the way they would want to be treated and respect each of the children’s different needs upholding the child’s rights and dignity, enabling the child to achieve their full learning potential. Also never use physical punishment, this is because as an early years practitioner the only way to punish the child civilly is to get down to their height and make eye contact and tell them off gently when you a TA as an ear ly years practitioner.Another big one is to respect the parent, or those in a parenting role, as the primary carer and educator of the child this way you can earn their trust. Honour the confidentiality of information relating to the child and their family, unless its disclosure is required by law or is in the best interest of the child. http://www. EYFS. co. uk Uphold CACHE’s equality and diversity statement. And finally respect the customs, values and beliefs of the child and their family and also respect the contribution of staff in the childcare and education field and other professions with whom they may be involved.E5: Diversity means to be unique and to be your own person and this shows the importance of valuing and respects all children in the setting in the setting of the early year’s practitioner. The reason why Early Years practitioners should listen to children’s views and values their opinions because we need to listen to their needs because they kn ow more about their needs and views, this way we can respect their needs more, this is linked to child centred approach. Also it all counts with the main 3 C’s, Communication, Confidence, and Choice. E6:Three professional skills that will support your work with children are being a good listener so that you can join in with the group discussions and also it’s important to become a good listener because when in a working placement you will need to listen to the rules and regulations in a team so that you can follow your orders and follow the correct rules also you need to listen about what each of the child’s needs are so this way you can support the child. For example if a child has a certain allergy or has diabetes, then you need to understand what they need each day.Another professional skill you may need to support your work with children can be to have good communication towards the children and especially your team, this is important because you need to com municate well with your team members and also because you need to communicate well with your team members because you need to communicate well with the children also because for example if a child in your class can’t speak English then you need to communicate easily and slowly and make eye contact to them so that they can easily understand what you are saying and also this could develop their English more.Also communication towards your supervisor and manager is highly important because if you suddenly notice a child is acting strangely or different then you need to have good communication skills to be able to report this to the supervisor or manager. Finally another professional skill you could need that will support your work with children can be confidence. You need the confidence to actually work in a team and co-operating well in a team and to be able to ask questions to learn more about what you have to learn about being a early years practitioner and to learn to report things.If you don’t have confidence then the children will see it in your body language and facial expressions and take advantage of you and make it harder if they see you don’t have the confidence and the team/supervisor/ or manager will do the same. So you need confidence to stay strong when working in the placement, also if you have confidence then the children will respect you and they will see that you can be confident when working and communicating with them to they can still be confident with you. E7:Study skills can support your learning during your training because there are so many study skills which different people prefer to help them to revise or learn. Firstly some or most people do note taking, for example they do short simple sentences to help them to remember they key points in the topic. But when doing this make sure you understand what you have written down. Highlighting is the most common study skill which people use to revise or remember things. T hey do this to show what the main points they need to know from the topic is.Also using different inks or colours of high lighters can make the page stand out more so when you’re coming to revising that topic it will stand out to you and catch your eye so this way you can only notice and pay attention to these main points. Listening to calm or gentle music is not a common one but some people like it because it makes them feel all relaxed, but I think a lot of people prefer revising or studying in a room which suits them and makes them feel relaxed and safe.Like for example, I enjoy being in a quiet room because I don’t like getting distracted. Also they like to be equipped so surrounded by sticky notes with information on and books and the internet to collect data or other information, The main one is to take your time, because if you rush then you’ll make yourself panic which will put you off the subject and make you less concentrated. You need to use your time wisely and not put yourself under pressure. D1:Some reasons why the practitioner should develop and maintain appropriate relationships with parents and other professionals because one reason should include meeting each of the children’s needs because they need to know what each child is aiming for when in school or nurseries, the way to meet their needs could be, for example, the practitioner can meet the child’s needs by involving each child and being inclusive with them and they can support each child with their rights by giving them the right education.Other rights to look for are health and shelter, food and water. You need to have good co-operation towards helping your team and involving the children. Trust issues, parents need to trust the one that is supervising their child; otherwise they won’t think of anything positive of you. Warm, trusting relationships with knowledgeable adults support children’s learning more effectively than any amount of resources.The reasons why good relationships are important when coping with transitions is because firstly children will feel more relaxed towards you. Having good communication otherwise the children will suffer. Having bad communication can mean a lot of repetition, meaning important information is lost or easily forgotten. Children can learn to be strong and independent from a base of loving and secure relationships with parents or a key person.A key person has special responsibilities for working with a small number of children, giving them the reassurance to feel safe and cared for and building relationships with their parents. Also parents and practitioners need to know the needs and care for the child because one day they could be acting differently and become different in their body language or actions for example they could become violent, so to solve this you need to know what goes on at home and how you see their parents act with them, just so you can provide them with mo re care. D2:The characteristics of working in a team with other agencies professional colleagues are, for example to have a good and effective communication using this to show you can listen and follow orders towards helping team because that way it shows good skills and that they can always come to you for help or guidance. Need to have inclusive practice to include everyone. Have effective consistency. To be more efficient and to have belonging also finally is to be your own person. This shows all of the characteristics and benefits of working in a multi-agency team. C:Firstly, the early year’s practitioner should listen to their needs because they know more about their needs and views, this way we can respect their needs more. But always put their needs first before anything. They will also gain a sense of belonging in the setting and realise they are being valued and respected. As a result children may reflect the practitioner’s attitude towards them in the behavio ur towards others. Showing children that they are valued and listening to their views allows them to respect themselves and be more confident, not just in their work but their daily routines too.They will be increasingly open minded and out spoken, therefore making it easier for practitioners to understand a child’s needs and successful providing them. Children should be allowed to have their say and be included in decision making when planning so practitioners can ensure that children have equal opportunities, feeling involved and successful in their learning and play. They should be given activities that suit their interests and strengths. Therefore children would feel a greater sense of achievement when they recognise that their opinions were the source of their success.B: It is important that practitioners understand the limits and boundaries of their role when working with children because you need to understand the policies and procedures, like you may get a policy to h ave acceptable behaviour or the health and safety policy and procedure to give the practitioner and idea of how to act and the know they learn at the placement the easier they can learn about the childcare surroundings and how to act in that surrounding. Also if you some how find it rather difficult to read then you need to tell your tutor or your supervisor.There are four main areas that are important when thinking about the role you need to take as a practitioner and the boundaries: health and safety, managing children's behaviour, child protection and confidentiality. Health and safety is important role and boundary when being a Level 3 early years practitioner because its yours and who evers in charge of a child, it is their responsibility to keep that child safe, so the parents need your trust to take care of that child, for example once all children are in the placement settings you need to make sure that all the doors/gates anywhere they can get out of needs to be shut.Also i f a fire alarm goes off then you need to do a head count or register to make sure that you still have all students in the class all together. Also if you see something in the setting room you are placed in that is not safe or is risky around the child, or when you spot that a child has had an accident then you need to report it to a trained supervisor. Managing children's behaviour means that you need to make sure that you are certain about the settings policy about managing a hild's behaviour problems and where or who you should report it too. You need to be aware of you own actions and take responsibility of you own actions when working with younger children. There can be a big situation when you are playing with a child nicely then getting them too excited which can be encouraging them to become overly distracted when it comes to doing an activity with the class.You don't only need to notice your actions but also how the supervisor or someone who is particularly experienced and s ee how they manage a childs behaviour, you could learn from their method if they have their own method to calm a child down or to settle a child when he/she needs to crack on with an activity. Children could start to feel secure if they have someone managing their behaviour. Child protection is important role and boundary when being a Level 3 early years practitioner because you need to be aware of how to keep children safe and away from abuse.Every single setting will have a child protection policy. Also when you turn up to every setting you will need to be shown and learn how to sign in, also will need to wear a badge to prove who you are to everyone and also will probably find out which situations you will be working in with children. It's very normal that the practitioner should never be alone with a child just to follow the child protection policy, and it is also for your protection too.It is very likely that the practitioners will learn that young children will hug and touch t hem when they need them, but its very unlikely for this to happen with older children, because they are more developed whilst the young children and still developing and growing older, you will learn and see how the other staff react and use a big amount of physical contact with a child. Some practitioners may find that some of the children may tell some information that can concern you, you will need to know at your placement who you need to tell about what you have been told and how to deal with it.Finally, confidentiality is a important role and boundary when doing Level 3 early years practitioner because some information that you are given at a setting will be very confidential that must not be shared with friends or anyone outside of the college. Some examples of information that you need to keep confidential may include the child's family personal life information. If you are not sure whether informtaion in the setting is confidential then you need to ask your supervisor.

Marketing Communications-Muji

MKTG1266 Marketing Communications _______________________________________ Group Assignment By: Lin Jiaxin, Joyce (S3307512) Low Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365) Table of Contents 1. Situation Analysis 1. 1. 1. 2. 1. 3. Internal Analysis External Analysis (PESTLE) SWOT Analysis 3 3 4 7 9 9 10 11 11 12 12 13 14 14 14 16 16 17 18 22 24 26 32 32 33 34 35 37 38 2. M arket Problem /Opportunity 3. M arketing Objectives 4. Positioning 5. Com m unication Objectives 5. 1. 5. 2. 5. 3. 5. 4.Category Need Brand Awareness Brand Attitude Brand Purchase Intention 6. Cam paign Budget 7. Cam paign Target Audience 7. 1. 7. 2. 7. 3. Brand Loyalty Creative Targets Behavioural Sequence Model 8. Creative Strategy 9. M edia Strategy 10. Other IM C Activities 11. Evaluation and Control 12. Reference 13. Appendix 13. 1. 13. 2. 13. 3. (A) Model of Brand Loyalty for Generation Y (B) Media Schedule/Plan (C) Media Budget 13. 4. (D) Storyboard #1 and #2 for TV Advertisements 13. 5. (E) Sample of Print Advertisements 13. 6. (F) Sample of Microsite for Meiji’s Yoghurt 2 1.Situation Analysis 1. 1. Internal Analysis Financial †¢ Net sales for the past three years (FY 2008 to FY 2010) fluctuating due to the economic crisis in 2009 and the Japan disaster (in million): ? 711,394, ? 704,999, ? 708,142    †¢ †¢ Adopts a sustainable profit distribution policy to shareholders (MEIJI, 2011). Return on equity for the past three years (FY 2008 to FY 2010) on average is 4. 6% (MEIJI, 2011). Physical †¢ †¢ Many plants in Asia: Japan (several) Singapore, Bangkok (MEIJI, 2011). Research labs, offices and headquarters in Japan and overseas (MEIJI, 2011).Distribution vehicles that have been modified to ensure that the products are safely delivered (MEIJI, 2011). †¢ †¢ Materials are sourced locally (MEIJI, 2011). Uses technology and know-how cultivated in Japan to develop appealing products that are tasty and healt hy to its consumers (MEIJI, 2011) †¢ A comprehensive in-house quality control system called, Meiji-Quality Management System (M-QMS) that ensures the quality of their products (MEIJI, 2011). Reputation †¢ Acquired top brand position, from its imports of milk and yoghurt products in Singapore (Bangkok Post, 2012).Human Resource †¢ †¢ An estimated 14,861 employees work at Meiji (Japan). All employees are guided by a three-part system of principles, which are the group’s approach in building brand power and achieving continuous growth in corporate value (FBR, 2010). Technological 3 1. 2. External Analysis Political: †¢ Local broadcast market monopolised: MediaCorp is the largest and only media broadcaster (MediaCorp, 2012) so the content of the advertisements need to follow the requirements/practices set by the company. Government support: encourages research and development (R&D) to develop tools and customised applications that engage consumers (Singap ore Media Fusion, 2010). †¢ The government and its laws: companies pressured to be more socially responsible (Cihangir, 2008). Thus, when conceptualising advertising campaigns, the organisation should be careful about using taboo or sensitive topics. Economical: †¢ Recession: companies identify marketing activities as a cost, rather than an investment so marketing budget are usually the first to get trimmed down (Fader, 2008).Meiji should not adopt this view as research shows that companies who continue to advertise during such times perform better in the long run (McGraw-Hill, 1986). †¢ Cost-effective advertising during recession: cost of advertising is relatively cheaper since many companies are holding back (Billetts, 2009) as such media channels are more willing to reduce their prices. Companies can further benefit from this as they can finally break through the clutter, with lesser advertisements available in the marketplace. Healthy economy equates to stiff comp etition: companies are fighting for a slice of the market share so they spend more money on advertising. This results in lesser advertising space available and creates a dense marketing atmosphere thus tiring and irritating the consumers. Social: †¢ Increasing popularity of social networking sites: penetration rates for Facebook and Twitter are 48. 9% and 16% respectively (Clicktrue. biz, 2011). A report by Firefly Millward Brown (2011) suggests that 4 Singaporeans are so connected that their families, friends and other personal details in the real world can be found in the virtual world. †¢ Diverse race and religion background in Singapore: important that the advertising materials are mindful of the diversity. Consumers spend more time online than ever: internet usage averaging 10. 5 hours in Singapore (Internet World Stats, 2011), to reach them and stay competitive, it is important for Meiji to have a strong presence on the social web. †¢ Consumers are more favourab le towards green-marketing: they want to associate themselves with companies that are environmentally-friendly. As such, it is important that Meiji communicates its belief in protecting the environment through its practices. Consumers adopting a more socially and environmentally conscious behaviour: cause-related marketing can boost company’s public image (Alden Keene and Associates, 2007), helps to differentiate the company from their competitors and encourages customer loyalty. Meiji can communicate and inform consumers about their CSR practices to take advantage of this point Technological: †¢ Technology is constantly evolving: highlights importance for companies to ‘be on their toes’ with regards to technological changes (Bearden, n. d. ).Today, when communicating with consumers, companies have to look out for both traditional and new media in order to effectively. †¢ Benefits of technology: integrating technology into marketing efforts help to redu ce costs and increase efficiency (Lee & Carter, 2009). Meiji can consider incorporating digital advertising to reach a larger group of audience instead of relying on traditional forms (eg: POP display). †¢ Shift of budget dollars: rising trend of companies shifting budget dollars towards digital advertising and social media (Entrepreneur, 2011), but companies should not neglect its traditional media.Instead, they may want to include URLs or QR codes in its traditional advertising. 5 †¢ Integration of Singapore’s media: all of Singapore’s media integrated together (ie: MediaCorp’s TV, radio, newspaper and website advertising channels), companies can benefit from the presence of these media channel Legal: †¢ †¢ Advertisers’ creativity is restricted due to strict regulations in the local advertising scene (ZDnet Asia, 2011). Consider intellectual property issues when designing communications materials (WIPO, 2005).In the case of using com petitors for comparisons, advertisers have to be weary of trade defamation (Intellectual Property, 2010). †¢ With the Singapore Code of Advertising Practice in place, advertisers should note that the content of the marketing campaign must not subvert values of the society (CASE, 2008). Environmental: †¢ Increased popularity of green marketing: more companies adopting environmentally-friendly image but, due to rise in â€Å"greenwashing† (false claims from companies) consumers are wary of such claims (Spors, 2011).Meiji can counter this by demonstrating their green practices through their website to gain consumers’ trust †¢ Green practice is now the â€Å"in† thing: highlights attractiveness of broadcast and social media since they do not contribute to any waste; unlike traditional media, which involves printing and distribution of resources †¢ Truthfulness in eco-friendly image: companies have received severe backlash from claims that were fo und to be misleading and untruthful (Ottman, 2011). This will eventually tarnish the brand of the companies.This again highlights the importance of truthfulness so Meiji needs to take this into consideration. †¢ Social media users highly conscious about social and environmental issues: good news to companies as these consumers are more prone to rewarding responsible companies (Buhner, 2011). This further proves the importance of adoption of environmentally and socially friendly methods in the running of the business and their advertising method. 6 1. 3. SWOT Analysis Strength †¢ Japanese brand so consumers likely to †¢ form favourable impressions of Meiji, associating good quality to their †¢ in products (Maheswaran, 2006). A leading manufacturer in dairy products probiotic †¢ that specialises dairy products brands Weakness Meiji faces competition from other diary with bigger market share (Euromonitor International, 2011). While competing brands are developi ng their yoghurt products with more exotic brands and benefits and to cater in to their consumers’ changing taste, Meiji lacks diversification yoghurt dairy flavours products (Euromonitor (Bangkok Post, n. d. ) Well-developed brand awareness of its confectionery and selected products in Singapore (Meiji Seika Pte. Ltd. 2008), thus newer products can †¢ leverage on established brand image †¢ Meiji is amongst the top five leading brands in the Yoghurt and Sour Milk industry in Singapore (Euromonitor International, 2011). †¢ Meiji’s product offerings perceived as a functional food and a healthier snack or dessert choice by consumers (Scientist Live, n. d. ). †¢ Comprehensive quality control system so quality and consistency is assured (Meiji Holdings Co. Ltd. , 2011). †¢ Involved in corporate (Meiji, 2011) social thus responsibility International, 2011) thus puts Meiji at a disadvantage.There are limited forms of marketing communications strategy used by Meiji (Singapore). For instance, the official website does not show the yoghurt products that they have to offer. creating a positive brand image for the company, as consumers today, are becoming more interested in CSR activities. 7 †¢ Opportunity Singaporeans are becoming †¢ Threats Food product safety has been a huge threat in the food industry, especially since the milk contamination problem in 2008 has caused even greater concerns over food safety (Associated Press, 2007).As such, it is important that Meiji ensures the highest food safety practices to prevent damages in its brand image and lose the trust of its faithful increasingly health conscious (The Nielsen Company, 2009). They are seeking a healthier lifestyle but their habit of snacking still exists (Nutrition Singapore, 2007). These two factors provide an opportunity for Meiji yoghurt as it is a healthy snack. †¢ As mentioned previously, consumers are getting more ethically and environmentally awar e, and have a †¢ tendency to purchase from companies that are conscious of these factors too (Spors, 2011)!As Meiji practices CSR (MEIJI, 2011), by maximising this emotional factor in consumers, we can †¢ further appeal ourselves to them. †¢ Yoghurt has managed to revitalise itself in the market, and insiders say it will continue to do so. This is due to the innovation opportunities brought about by the different combination of fruits and flavours, and the content of it, such as low fat, low sugar etc (Decker, 2009). †¢ customers. A shift in demand in the dairy products (ie milk and yoghurt) that are low priced have resulted in price wars and an increase in promotion expenses (MEIJI, 2011).Huge availability of substitutes in the market pricing (Euromonitor, and appeal 2011). to the These general substitutes are different in their taste and consumers, especially due to the sweet factor in these snacks. However, the winning factor for is that Meiji’s yoghurt s are offering consumers the best of both worlds – a healthy and delicious in every cup of Meiji’s yoghurt. Now who says you cannot have your cake and eat it too! Rising cost of raw materials due to fluctuations in supply and demand, natural disasters etc have affected the production cost. 8 2.Market Problem/Opportunity There are two trends evident in Singapore according to two separate studies: †¢ †¢ Growing trend of healthy eating in Singapore (Health Promotion Board, 2008) 75% of Singaporeans snack at least once a day (Nutrition Singapore, 2007) While consumers in Singapore are seeking a healthier lifestyle, they still demand snacks that have health benefits without compromising on the taste of the product (Leatherhead Food Research, 2011). Another interesting point to note is that the functional beverage market, which includes yoghurt and smoothies, is a booming market, with global sales exceeding $9. billion (Freshandhealthybrands. com, 2012). In Singapo re specifically, yoghurt and sour milk drinks have grown in popularity, with yoghurt increasing in popularity thanks to the yoghurt cafes that have sprung recently. This has led to an increased awareness of the health benefit of yoghurt (Euromonitor International, 2011). As such, all of these presents an opportunity for Meiji yoghurt to take advantage of – the adoption of healthy living and Singaporean’s habit of snacking. Meiji yoghurt fits perfectly into the picture as it is a snack that is not only healthy, but delicious too!We can leverage on this opportunity to inform the consumers that it is not necessary for them to remove snacks/desserts from their meals completely; instead we have the perfect replacement: a cup of healthy and tasty Meiji yoghurt that comes in strawberry, mixed berries, aloe vera, nata de coco and mango! 3. Marketing Objectives From 2004 to 2009, Singapore’s yoghurt market had a compounded growth rate of 8. 3% (MarketResearch. com, 2011) . In 2011, Meiji held 4. 7% of the market share out of $15. million of the yogurt sales (Euromonitor International, 2011). As such, these would be our marketing objective are as follows: 9 †¢ †¢ †¢ †¢ Increase market share by 0. 5% to reach 5. 2% market share To stimulate sales of $8. 112 million, up from $7. 332 million Increase awareness and knowledge of product and brand by 20% Establish a 30% change in the perception of yoghurt among target audience 4. Positioning We positioned Meiji and its competitors against their percentage of brand shares obtained in 2010, and their current product offerings.Although Marigold, Yoplait and Meiji has fewer varieties (ranging between four to six flavours), they have higher brand shares, as compared to Nestle with as much as 11 different flavours. This could be due to Nestle’s relatively new entrance into the market. As mentioned previously, as consumers seek exotic flavours, Meiji needs to strengthen their brand to p revent Nestle from taking over by building brand loyalty and constant innovation. Through our advertising campaign, we aim to gain stronger brand awareness resulting in a higher percentage of brand shares. 0 5. Communication Objectives The team aims to achieve these objectives through our Integrated Marketing Communications Plan: †¢ Primary objective: To change consumers’ perception of yoghurt from being a healthy food, which has a negative connotation as healthy food is associate to bad tasting food (The News Herald, 2012), to accepting yoghurt as a healthy and delicious alternatives to snack †¢ Secondary objective: To increase consumer’s awareness and knowledge of the product and brand name, in this case being Meiji’s yoghurt 5. . Category Need Due to the different characteristics and lifestyles of our desired target audience, the team has established a category need for each target group: 1) 15 to 25 year olds that do not eat yoghurt: this particula r segment seeks a healthy lifestyle but they still want their sweet tooth to be fulfilled. A gap between their desired state and their actual state exists so we aim to fulfil it by convincing them that Meiji yoghurt is able to fulfil their need of having a healthy snack that taste good, if not great!It is a perfect substitute that gives them the same delight they get from eating other snacks, but without the same unhealthy content. 2) 26 to 35 year olds that seek convenient snacks: with Singapore’s workforce having a reputation of clocking in the most hours at work in the world (International Labour Organisation, 2010), many forgo having lunch as they are too busy. This suggests that snacking is not even an option for them consider. Again, a gap exists because their basic need of eating is not fulfilled and their want to snack is not met.This provides an opportunity for us to take advantage; by reminding consumers that Meiji exists as a convenient and healthy snack that can b e purchased anywhere and be eaten anytime (as long it is kept refrigerated). 11 5. 2. Brand Awareness Brand awareness is important for many reasons: it enables the brand to be in the consideration set, create sales, determines one’s purchase decision and formation of brand image. This is especially important for fast moving consumer goods as consumers spend little to no effort in information search due to the low involvement nature of the product (Pitta & Katsanis, 1995).The team hopes to establish a long-term brand awareness of Meiji’s Yoghurt through a two-stage process: †¢ First stage: creating brand recognition by informing consumers of the benefits of Meiji’s yoghurt and differentiating ourselves (Morebusiness. com, 2006). This will be done through our television advertisements, which may result in them leaning towards our product as their product choice when they visit their nearest store to choose between the many different brands offered.This is due to the sheer exposure of our advertising that prompts them to think about Meiji when given a visible cue, in this case being yoghurts (Keller, 1993), thus illustrating the positive effect of our marketing effort. †¢ Second stage: establish brand recall by building strong brand equity so that consumers are able to recall Meiji’s brand without aid. This will be done through PR, as people believe other consumers more than advertisements (Nielsen, 2009), and through viral marketing, which helps create excitement about the brand.By successfully achieving top-of-mind-awareness, consumers will think of Meiji each time the urge for snacking will arise. 5. 3. Brand Attitude Brand image has been defined as â€Å"perceptions about a brand by the brand’s association in consumer’s mind† by Keller (1993). To create a good brand image, positive associations to the brands must be created. There are three dimensions to associations: attributes, benefits and attitude ; and these associations have to be unique, favourable and strong (Kelle, 1993). The team has identified these in the diagram below: 12 5. 4.Brand Purchase Intention The team propose to use â€Å"Liking† under Robert Cialdini’s Six Rules of Influence (1993) to motivate purchase intention as consumers are more likely to purchase from a brand that they like. We aim to make Meiji yoghurt, a fast moving consumer good that is typically a low-involvement purchase, an interesting product through our television advertisements, viral marketing and PR efforts. These efforts will illustrate how Meiji’s yoghurt is more than just a typical snack. 13 6. Campaign Budget Objective and task budgeting is being used in campaign budget so as to achieve the Meiji’s desirable market share of 5. 2%.Meiji had to accomplish two communicating objectives which are: a 30% change in the target audiences’ perception of yoghurt being an inexpensive and healthy yet delicious snac k and increase target audiences’ awareness and knowledge of the product and brand name by 20%. Reflecting on the communication objective of Meiji, the decided amount that is going to be invested in the advertising campaign will be approximately $1 million (calculations available in Appendix C). With this sum of investment in the advertising campaign, the team hope to fulfil the communicating objectives which ultimately, lead to the increase of the market share. . Campaign Target Audience For a marketing communication campaign to be successful, the company need to identify their target audience clearly. The campaign will be targeting two demographic groups. Primary Target Audience Demographic Psychographic †¢ Male and female aged †¢ Health-conscious 15-25 (students) †¢ Enjoys quality, tasty, healthy food †¢ Male and female aged †¢ Time-deprived 26-35 (working adults) †¢ Like to try new things †¢ Actively involved in social media Geographic Be havioral †¢ Everyone in Singapore †¢ Increasing involvement in family purchases †¢ Buy product based on convenience †¢ Less brand loyalty 7. . Brand Loyalty The first target audience will be new category users aged between 15 to 25 years old, who have not tried eating yoghurt. The second group of target audience will be working adults that are between 26 and 35 years old. They are favorable brand switchers that occasionally buy Meiji Yoghurt but don’t have a specific brand that they are loyal to. Majority of these people falls mostly within Generation Y. 14 Characteristics of Generation Y †¢ †¢ †¢ †¢ †¢ Less Brand Loyal Style Conscious Technology Wise Highly Involved in Social Networking/Media More Involved in Family PurchasesBrand loyalty is key to success in marketing communication. With the implementation of the integrated marketing communication plan, we hope to create brand equity, continued awareness and most importantly, inc rease consumers satisfaction thus encouraging repeat purchases (Keller, 1998). Meiji Yoghurt, being a fast moving consumer good, is a low-involvement purchase decision. In order for the product to gain awareness for the new category users, price is an important factor. Since they are new users, they do not have any compelling need to purchase a particular brand.One activity to encourage and persuade them to purchase would be sales promotion (Krishamurthi & Raj, 1991). After that, continued engagement with these consumers will potentially convert them into loyal customers. As for the second target audience, who are favourable brand switchers, changing their attitude and increase their liking for the brand would be beneficial. Through our comprehensive advertising plan, it will attract the attention of these consumers, allowing them change their attitude, perception, and may even develop a liking for the brand.This would help to decrease the likelihood of switching brands (Reid, 2005) thus, driving brand loyalty. 15 7. 2. Creative Targets – Sales personnel, friends, family members – Opinion leaders (famous online Influencer bloggers), friends, family members Initiator Decider Purchaser – Target audience themselves, family members – Target audience themselves, family members Informing them of the health benefits of Meiji yoghurt Informing them of both the taste and the health benefits Informing them that its value for money because of the quality of the yoghurt Informing them that its value for money because of the quality of the yoghurt â€Å"Creamier.Fruitier. Amazingly aMEIJI-ng† User – Target audience themselves 7. 3. Behavioural Sequence Model What (Decision Need Arousal Stages) Oneself, Sales Who Promoters, Friends, (Roles) Family, Colleagues, Media Home, In-store Where (Supermarkets), (Location) School/work Cravings for dessert, habit/routine (part of When their meal component), (Timing) losing weight, recalling/ex posure to advertisement Information Search & Evaluation Purchase UsageOneself, Friends, Oneself, Family, Family, Media, Sales Oneself, Family Friends Promoter Home, in-store, school/work, points of interactions between friends/family, Internet Cravings (random discussion with friends/family and comparing brands) Supermarket, Anywhere (E. g. convenience Home, Work, stores, vending School) machine Sales promoters, Cravings, Habitual purchase Part of meals, Feel like Snacking, When cravings arise Free samples, brand recall, cravings, How friends/family etc, Word of Mouth (Decision realization of intrinsic Process) needs (importance of being healthy, going on a diet etc)Cravings, Habitual purchase (when stock run low) To satisfy need, to satisfy oneself, to enjoy the product 16 8. Creative Strategy Central Theme: Each creative message features our Meiji yoghurt mascot. Our advertisements show situations in which our target audience encounters every day, where they are faced with issues such as not having enough time and health-related issues. However, the advertisements will illustrate the role of Meiji’s yoghurt; by simply adding it in their lives, they will have reasons to smile. We want to illustrate how Meiji’s yoghurt, by being â€Å"Creamier.Fruitier. Amazingly a-MEIJI-ng†, it is a simple, inexpensive way to get through any good or bad days! Appeal Technique: The message will show how simple life’s pleasures can be. The advertisement will be realistic and appeal to the emotional side, illustrating our understanding of the problems faced by our consumers. However, we want to put forward a positive message of how Meiji’s yoghurt inject fun, healthy and lively moments in their lives, and show them that the best of both world is served in a cup of Meiji’s yoghurt.Tone and Style: Other advertisement simply tells the consumers the benefits their yoghurt brings, thus making the yoghurt advertisements in Singapore standardiz ed and boring. We, on the other hand, want to show a genuine response that people can relate to! The tone and style of the advertisement will be in modern settings. For our television advertisement, the music will be fun and lively, which will coincide with our image.For our print advertisement, it will feature bright, lively colours such as red, green, purple and yellow, to demonstrate our brand image. Tagline: â€Å"Creamier. Fruitier. Amazingly a-MEIJI-ng†. 17 9. Media Strategy An integrated media campaign is primarily designed to encourage a change of perception amongst our target audience towards yoghurt consumption, thus by so doing, creating brand loyals. The media strategy will also address our secondary objective in heightening brand awareness and knowledge towards Meiji’s yoghurt.Primary Medium: Television Advertising Vehicle #1: Mediacorp Channel 5 Vehicle #2: Mediacorp Channel 8 Details: †¢ †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Length of Advertisement = 15 seconds Timing of Advertisement = 19:00 – 22:00 (Prime Time, Daily) Reach: 60% of Target Audience Frequency o 2X a week for the first three months o 1X a week for subsequent two months o 1X in two weeks for remaining months By using television advertising as our primary medium of communication, we want to convey our message to the mass audience – not merely our target audience, but impacting those who have a role in deciding as well.We want to create contexts people can relate to via our advertisements (Brandalyzer, 2012). These contexts will be based on the locations (ie: where) and likelihood of occurrence identified in the BSM. Therefore, when consumers encounter a similar situation they will subconsciously recognise the advertisement they’ve seen and connect with the brand, Meiji. There will be two versions of the advertisements, targeting our two demographic groups, broadcasted over a year with three varying frequencie s. Examples of our storyboard can be found in Appendix D. 8 Our plan is arranged such that there is more frequent exposure in the initial months to establish a level of brand recognition and reduced frequency in the later period, as an aided reminder to create brand recall. Secondary Media: †¢ Point-of-Purchase (POP) Advertising Vehicle #3: In-store Media (eg: shelf talker) Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Contents of POP display similar to other print advertisements Reach: 35% of Target Audience Frequency: Throughout the campaignOur POP displays will be placed in larger distributing outlets (eg: NTUC, Cold Storage) with two intentions: firstly, to reinforce the brand image formed by the different advertisements and secondly, to trigger consumers to purchase Meiji’s yoghurt. The display will be an in-store media, in the form of a shelf talker, where it is attached to the shelf adjacent to the product (Koekemoer & Bird, 2004 ). With the POP display, we aim to draw the attention of shopper’s to our product. According to Koekemoer and Bird (2004), POP display plays a fairly significant role in influencing unplanned purchases.Therefore, it may be effective in stimulating a consumer’s need for Meiji’s yoghurt up to the final stage of his/her purchase decision. †¢ Internet Advertising (Website) Vehicle #4: Creating a Microsite for Meiji’s Yoghurt Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Reach: 70% of Target Audience Frequency: Throughout the campaign Content: Different Tabs (Product, FAQ, Recipes, Games, Contact, Gallery, Social Media, etc) 19 As part of our media strategy, we will be incorporating an online advertising element for Meiji by creating a microsite.The microsite will act as an online platform for interested consumers to find out more about their yoghurt, which is lacking in their official website. From the BSM, we noticed h ow consumers normally obtain information (of yoghurts, being a low involvement product) through word-of-mouth. We plan to make information available online, and at the same time include interactive features that will engage these potential consumers. For instance, we can include videos to communicate the benefits of yoghurt in a non-boring manner or an interactive application that allows consumers to ask questions.In doing so, we aim to change consumer’s perceptions towards yoghurt, creating a ‘fun’ persona. Meiji yoghurt’s microsite will be modelled after Cadbury’s, seeing how they’ve been very successful with developing microsite for various of their products: http://www. cremeegg. co. uk/, http://www. cadburymagicalelves. com/grotto. html An example of our microsite for Meiji’s yoghurt can be found in Appendix F. †¢ Newspaper Advertising Vehicle #5: Today Vehicle #6: myPaper (Wednesday – Lifestyle) Details: †¢ †¢ †¢ †¢ Full Colour Size of Advertisement: ? page Reach: 65% of Target Audience Frequency: 1X a week every monthMeiji’s yoghurt will be advertised in both freesheets, which have an average of 250,000 copies distributed daily. With a high circulation rate, we can expect that there will be a positive effect on the rate of exposure our target audience, with seven in ten people reading the newspaper everyday (AsiaOne, 2010), 20 We have overlapped both newspaper and television advertising, with aims of maximising our media coverage and indirectly, increasing the frequency or intensity of cravings (eg: when our target audience feel the need to have a cup of yoghurt). A sample of our print advertisements can be seen in Appendix E. Magazine Advertising Vehicle #7: Shape Vehicle #8: Seventeen Vehicle #9: Her World Vehicle #10: Men’s Health Details: †¢ †¢ †¢ Size of Advertisement: Full Page Reach: 70% of Target Audience Frequency: 6X over a period of 12 months The team has shortlisted four magazines to feature our print advertisements, as they are target audience specific. The magazines include Shape (for the health conscious), Seventeen (for the younger generation), Her World and Men’s Health (for the working adults), which will be used to advertise our print media every alternate month throughout the year.According to AsiaOne (2010), readership in magazines continue to increase, like Her World’s 246,000 or Men’s Health’s 114,000 readers. This will help achieve our objective in establishing brand awareness. The magazine advertisements may act as a form of repeated exposure for Meiji and eventually create a strong brand image when consistently presented. Thus, any reader of the magazine, who may happen to be an initiator, influencer, decider, purchaser or user, may spread good word-of-mouth and perhaps arouse a need for yoghurt consumption for themselves or others. The media plan/schedule is presented i n Appendix B. 1 10. Other IMC Activities Meiji will be using the following additional techniques to co-ordinate with the other communication mix elements. These activities will complement our primary medium and further enhance consumers’ brand awareness towards Meiji. Quick Response Codes: A survey by TNS revealed that 72% of Singaporeans are using smartphones, the world’s third highest smartphone penetration rate (Chua, 2011). With the advancement of technology and increasing numbers of smartphone users, resulting in the emerging trend of using Quick Response Codes as a marketing tool.It will be embedded into printed advertisements, magazines, point-of-purchase and on the product itself. This is one cost effective way for Meiji to communicate and connect with their target audience. It also allows consumers to gain instant access to great amount information such as current promotions and events, directing them to company’s website, Facebook, Twitter, youtube pag e, etc with just a snap. These social networking platforms increase the interaction between Meiji and their consumers which eventually improves customer satisfaction and enhances experience (Cepheid, 2011).Sales Promotion Sales promotion encourages new customers to try Meiji Yoghurt and increase the usage for current consumers by giving incentive for their consumer, which could help in strengthening the relationship between the company and consumers. It has been shown that sales increase during periods that involve sales discounts or other promotions (ie a free gift included). These could be conveyed through printed advertisements in newspaper and magazine, QR codes and mobile coupons. Consumers can flash the coupon on their smartphones to the cashier o obtain discounts or collect free gifts. The sales promotion will last for a week, which will occur once every 3 months in order to ensure continued trial and purchase. 22 Public Relations Another technique will be using the media to convey the message the company want their target audience to know. Meiji will be sending out press release like information about benefits of eating yoghurt (featuring Meiji Yoghurt), company’s recent activities and events to a targeted range of newspapers and magazine publishers (i. e. Mind Your Body and Men’s Health) for coverage.Public relations is a good and cost-effective way to advertise a product or brand as news and stories featured are seen to be more credible to the readers as compared advertisements. However, the company has no control on what will be reported and when the article will be published. Risk of misinterpretation and misrepresentation may also occur. Viral Marketing Word-of-mouth is a powerful marketing tool as consumers usually trust friends and family members above experts when it comes to product and brand recommendations (R, 2008).Hence, viral marketing is one activity a company could execute to help them to reach their objectives. Our compan y will create an online campaign to generate buzz and excitement. Creative videos will be posted on Meiji's YouTube channel and embedded onto the company's website and Facebook page for the message to be spread. 23 11. Evaluation and Control In this report, there are various media chosen to create awareness and change the perception of Meiji yoghurt. It is important that we evaluate and measure the effectiveness of the media vehicles.In the given of 12 months period, the team will carry out a pre-testing evaluation method to determine whether we have achieved the objectives (Ramjee, 2009). Using this method, the company can compare the before and after effects of implementing the media vehicles and either eliminate or make amendments. We have identified specific evaluation methods for each of the vehicle and a focus group to test all the vehicles. †¢ Sales promotion Pre- and post-test analysis of shelf space given by the retailer: reflect the effectiveness of sales promotion as more shelf space given suggests a successful sales promotion †¢ Television advertisementPre, during and post evaluation of advertisements: carried out through surveys by examining consumers’ perceptions of the advertisement and brand and the awareness level of the Meiji yoghurt (Neuez, 2003). Any shortcomings highlighted can be amended quickly to increase the effectiveness of the advertisements. Television advertisement ratings and awards: able to know how many people have been exposed to the advertisement, based on the reach, track the awareness level of the advertisement (Nikerson, 2007) and nominations (ie Nielsen Superbrand, Singapore Advertising Hall of Fame etc), which suggests a positive liking from consumers. Point-of-Purchase (P. O. P) Advertisement Observe the sales figure on a weekly basis: Using the sales figures prior and during the P. O. P advertisement period to trace if there is any extra sales generated and how much more sales had been generated (Liljen wall, 2004). 24 †¢ Print advertisement 1. Ask customers: find out if they know the brand and how how they learn about the brand and product on a regular basis (Roggio, 2009) to test the effectiveness of the advertisement and the media vehicle, which verifies if they have used the â€Å"right† media vehicle. . 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Nutrit ion. com. sg. (2007). Snack Attack. Retrieved February 7, 2012, from http://www. nutrition. com. sg/he/hesnack. asp 44. O'Grady, S. (2009). Cost of TV ads falls to lowest in decades as recession bites. Retrieved March 3, 2012, from http://www. independent. co. uk/news/business/news/cost-of-tv-ads-falls-tolowest-in-decades-as-recession-bites-1699462. html 45. Online Resource Centre. (n. d. ). The advent of new technologies.Retrieved March 10, 2012, from http://www. oup. com/uk/orc/bin/9780199239429/leecarter2e_ch01. pdf 46. Ottman, J. A. (2011). The New Green Marketing Paradigm. Retrieved March 11, 2012, from http://www. greenmarketing. com/articles/complete/the-new-greenmarketing-paradigm/ 47. Pulizzi, J. (2010). How to Develop a Microsite: 5 Examples to Get You Started. Retrieved March 4, 2012, from http://www. contentmarketinginstitute. com/2010/12/microsite-samples/ 48. Radder, L. (2002). Building Brand Loyalty within Selected Segments of The South African Fast Moving Consumer Go ods Market. Retrieved March 14, 012, from http://www. nmmu. ac. za/documents/theses/TerblancheE. pdf 49. Scientist Live. (2012). Technology: Yoghurt's future as a functional food assured. Retrieved March 14, 2012, from http://www. scientistlive. com/European-FoodScientist/Technology/Yoghurt's_future_as_a_functional_food_assured/243 79/ 50. Singapore Code of Advertising Practice. (2008). Guidelines. Retrieved March 12, 2012, from http://www. case. org. sg/downloads/asas/SCAP%202008. pdf 51. Singapore Media Fushion. (2010). Riding the Wave of Digital Advertising. Retrieved March 8, 2012, from http://www. smf. sg/Newsletter/32/Pages/story4. aspx 52.SPH Magazines Pte Ltd. (n. d. ). Her World. Retrieved March 6, 2012, from http://www. publicitas. com/fileadmin/uploads/italy/Files/HW-ratecard. pdf 30 53. Spors, K. (2010). 4 Ways to Spruce Up Your Green Marketing. Retrieved March 11, 2012, from http://smallbiztrends. com/2010/09/4-ways-spruceup-green-marketing. html 54. Spors, K. (2011). F ive Green Business Trends for 2011. Retrieved March 11, 2012, from http://smallbiztrends. com/2011/01/five-green-businesstrends-for-2011. html 55. The Associated Press. (2007). China's food safety woes now a global concern. Retrieved March 8, 2012, from http://www. msnbc. msn. om/id/18078824/ns/healthdiet_and_nutrition/t/chinas-food-safety-woes-now-global-concern/ 56. Thia, T. (2011). Social media most evolved in S'pore. Retrieved March 5, 2012, from http://www. zdnetasia. com/social-media-most-evolved-in-spore62206580. htm 57. Yazdanifard, R. and Mercy, I. E. (2011). The impact of Green Marketing on Customer satisfaction and Environmental safety. Retrieved March 5, 2012, from http://www. ipcsit. com/vol5/117-ICCCM2011-C20008. pdf 58. Yu, E. (2011). Asia cannot be the next Silicon Valley. Retrieved March 13, 2012, from http://www. zdnetasia. com/blogs/asia-cannot-be-the-nextsilicon-valley-62303254. tm 31 13. Appendix A: Model of Brand Loyalty for Generation Y 32 Appendix B: Media Sc hedule/Plan Media/Months Jan Channel 5 / 8X 12 months Channel 8 / 8X 12 months POP Ad / 12 months Today / 4X 12 months myPaper / 4X 12 months Public Relations (Mind Your Body) Seventeen / 6 months Men’s Health / 1X 6 months Shape / 1X 6 months Her World / 6 months QR Codes in Print Media Sales Promotion Feb 8X 8X Mar 8X 8X Apr 4X 4X May 4X 4X Jun 2X 2X Jul 2X 2X Aug 2X 2X Sep 2X 2X Oct 2X 2X Nov 2X 2X Dec 2X 2X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X

IS strategy development and implementation Essay

IS strategy development and implementation - Essay Example The IS strategy prioritizes the initiatives that are primarily designed to benefit the organization in the short run as well as investing in the long term projects. This IS strategy is like a plan or method that has been chosen in order to accomplish future goals of the organization. It helps in marshalling and planning resources for their most effective and efficient utilization. IS strategy defines competitive forces that determines the product or service ability of the organization to accomplish a strong strategic position in the market (Williams, 2007). For instance, the IS strategy in our case studies will determine competitive forces such as: entry, the ease of entry into the organizational market by other competitors, and whether they face some significant barriers. This will include barriers to market entry; threat of substitution, this will discuss whether there are particular services or products that can substitute the products and services of the organization in our case study; the bargaining power of the consumers, whether a small number of consumers are responsible for the better part of the organizational sales, and whether they can easily switch suppliers; the bargaining power of suppliers, whether the organization have various suppliers and whether there are substitutes to be used; and rivalry among the currently existing competitors, the intensity of the rivalry among the competitors and the way in which that competitors affect the ability of the organization to sustain profits. The developed IS strategy will deal with the above forces in both our case studies. According to Mr. Porter, a firm may take generic strategies in order to create much superior profits. Some of these strategies include: overall cost leadership, differentiation of products and services, and focus on the unique needs of the consumers. It is hence critical that organizations make clear strategy choices in their approach. This is what the implementation of IS strategy is l ikely to result in the organization. This paper therefore seeks to critically examine two main aspects of IS strategy development and/or implementation through the use of case studies to illustrate the arguments and conclusions. In so doing the paper will discuss how and why the IS strategy has been developed through the Venkatraman, and how and why the IS strategy has been implemented through ERP; CRM or MRP. The paper will do this through illustrating a literature review, explaining the two case studies and then giving a conclusion of the arguments in the paper. The case studies are of two different information technology firms that aim to address a serious economic organizational recession and plan the cuts in the public sector as well as the funding. The two firms are also looking up to achieving their long term goals using the IS strategy to be developed and implemented through the mechanism that will be described in this paper. Literature Review This section will illustrate ho w and why the IS strategy is developed as well as how and why the same strategy is implemented. According to the Strategic Alignment Model of Venkatraman, one determination that separates successful business from failed business is the ability to develop and analyze business strategy for success. Mastery of the steps of developing a strategy and creating a concrete business strategy approach to the business helps one to flourish with the business (Spinelli, 2005). The Strategic

Discuss the history and evolution, justifications for, and ultimate Essay

Discuss the history and evolution, justifications for, and ultimate impact(s) of Canadian content regulations in Canadian radio and television broadcasting from the industrys inception to the present - Essay Example the region’s largest media producer, Canadian broadcasting systems have found it cheaper and more convenient to buy popular American music and programs packages as opposed to creating original Canadian content. In response to this, the Canadian Broadcasting Act created regulations and specifications that Canadian programming broadcasters had to meet and fulfill. The aim with this was to raise viewership of Canadian content with the intent to promote national identity and increase support for Canadian talent. The final essay will have a dipper analysis of the Broadcasting Act, Section 3(1) that sets out the general requirements for the broadcast of Canadian content. The Canadian Radio-television and Telecommunication Commission is a key player in terms of broadcasting policy, ensuring that private and public broadcasting systems follow the requirements of the Broadcasting Act for Canadian programming. The essay will also explain the way in which the MAPL system is used to categorize which music is Canadian as well as the detailed airtime requirement for radio and television and what a program must do to get classified as a Canadian program. The Canadian Broadcasting Corporation will be presented as an example of Canada’s national public broadcaster, which follows the requirements set for ‘Canadian content’ on radio and television. According to Armstrong (2010), in 2007-2008 the CBC aired 81 per cent Canadian programming during its primetime (p.116). The Broadcasting Policy in Canada and other readings in the course kit will provide a general idea about creation of radio and television broadcasting as well as serving as a guide to the changes that Canadian broadcasting went through. They will also help in taking a look at the different commissions that were established in order to make recommendations on Canadian broadcasting system. The use of outside sources such as journal articles by Johansen, Boardman and Vipond will allow an in-depth look into the

Editorial essay Argument vs Description Example | Topics and Well Written Essays - 500 words

Editorial Argument vs Description - Essay Example Another argument is the chemical company’s (BASF) purchasing petroleum products allegedly stolen from Pemex by a Mexican cartel but the source was never acknowledged to be known. This is also an argument because the facts are not verifiable and the chemical company is arguing that their claim that they do not know the source of the petroleum is questionable given the amount of sale ($2 million) involved. The description in the editorial provides objective information as indicated in the portion where it was stipulated that â€Å"legalization would deliver a significant short-term hit to the cartels — if drug trafficking were the only activity they were engaged in. But cartels derive a growing slice of their income from other illegal activities† (Longmire par. 5). The details of succeeding illegal activities are likewise description of the kind and types (of illegal activities) that cartels are delving into to fuel their economic endeavors. Longmire actually argues that legalization of marijuana would not kill the cartels and actually aver that â€Å"legalization would move that trade into the open market, driving down the price and undermining the cartels’ power and influence† (Longmire par. 1). I agree to her contention that legalization of marijuana would not significantly impact or lessen the source of income for cartels as she described other illegal activities that the cartels have actually pursued. However, her supporting statements to validate the initial argument were weak in terms of focusing on other illegal activities as the source of other income for the cartels without expounding on the implications of how legalization of marijuana would not kill the cartels. The writer is commended for initially determining the percentage of cartels’ profits being generated from the sale of marijuana, revealed at

International Business Essay Example | Topics and Well Written Essays - 2500 words - 2

International Business - Essay Example Pepsi-Co manufactures and sells a large variety of grain -based snacks, sweets, beverages, convenient food items. Pepsi-Co is trying to reduce the negative environmental impacts by taking optimal decisions in the scientific packaging, water, energy initiatives. From the fourth quadrants of 2007, Pepsi-Co announced a new organizational structure which is implemented in 2008. The three businesses have been added in the changed organization structure. 1. PAF- Pepsi-Co American Food including FLNA, LATIN AMERICAN SNACK BUSINSS called LAF, QFNA and also including their Gamesa business in Mexico. 2. Pepsi Co American Beverages (PAB) includes PBNA and also the others Latin American beverages. 3. Pepsi Co international which also includes the other PepsiCo business in Middle East and Africa, UK and Asia. In the first quarter of 2008, six segments were followed for 3 businesses. FLNA LAF QFNA PAB Middle East, Asia, Africa. UK & Europe. The scope of the study depends on the success and fulfilm ent of the objectives. The objective of the report is to analyse the strategic issues undertaken from 2008 including the organizational development issues and integration of the functional strategies of the business, the analysis of corporate culture and a sustainable competitive situation analysis. Methodology The methodology used here is qualitative research. The analysis is based on qualitative analysis and not quantitative analysis. The analysis is not based on the computations of mathematics; it is the judgmental analysis of the environment. The report does not include any mathematical calculation and it requires the delivery of the report in the same way. The qualitative research analysis is sourced from primary and secondary data analysis. The primary data comprises of first hand data which is collected directly from the field. For example, sample survey, population survey. But secondary research is the second hand research. Books, Magazines, Journals, Reports are the example s of the sources of secondary research. The research report in this case comprises of secondary research because primary data collection is time consuming and costly. Main Findings Strategic Management Pepsi Co. applied the diversification strategy as a part of the movement of organizational structural change. The strategic diagnosis can be done with the analysis of external and internal environment. In the changed scenario, the Market trend is as follows: Popularity of diet food items is on the rise where the calories used is low and market for non-carbonated beverages. Second dimension is on great –tasting, various flavours and styles. The consumer perception in this dimension has changed a lot. Consumer prefers the ready to drink and ready to eat products than other traditional food products and for this reason Pepsi also introduced some products under this product line. Consumer does not only limit themselves between the local brands but they want to have the flavour of g lobal branding. PESTEL stands for Political, Economic, Social, Technological, ecological and Legal Environment (Randall, 2001, p.78). Political Environment: After the shocking recession of 2008, the market protections increased by different governments. So the entry barrier was tough for the international market. The government tried to follow the protectionist policies even in the emerging markets. Economic Environment: During the period of recession

Media Law Essay Example | Topics and Well Written Essays - 5000 words

Media Law - Essay Example Moreover, if a judge excludes evidence because its probative value is outweighed by its prejudicial effect, and that evidence is reported in the media, can the defendant have a fair trial? All indications are that balancing these competing rights in the UK appears to favour the right to a fair trial over the freedom of expression accorded the media.4 Essentially, there are strict rules and laws in the UK relative to the publicity of a trial and constraints on the media so as to preserve the integrity of trial process.5 Essentially, the UK attempts to ensure that all restrictions on media reporting is limited so as to preserve the integrity of the judicial process so that constraints on freedom of expression by the media are proportionate to the ends of justice.6 This paper examines the way in which the UK’s legislature and judiciary attempts to balance or more especially fails to balance the tensions that arise in the application of the principles embodied in both the right to a fair trial and freedom of expression via the media. ... The final part of this paper will provide an analysis of case studies demonstrative of why the law attempt to balance the right to a fair trial with the media’s right to freedom of expression. In the final analysis, the legal framework for balances these tensions are ultimately aimed at preventing a trial in the media and ensuring that the issue of guild and innocence is determined in the court room, free of media influence and/or manipulation. I. Overview of the Right to a Fair Trial and Freedom of Expression via the Media A. Freedom of Expression By virtue of the UK’s Human Rights Act 1988, the European Convention on Human Rights (ECHR) was implemented and came into force in 2000.7 Although Article 10(1) of ECHR provides for freedom of expression, Article 10(2) goes on to ensure that freedom of expression is no an absolute right. Specifically, Article 10(2) cautions that freedom of expression â€Å"carries with it other duties and responsibilities† and therefor e: May be subject to such formalities, conditions, restrictions or penalties as are prescribed by law and are necessary in a democratic society, in the interests of national security, territorial integrity, or public safety, for the prevention of disorder or crime, for the protection of health or morals, for the protection of the reputation or rights of others, for preventing the disclosure of information received in confidence, or for maintaining the authority and impartiality of the judiciary.8 Maintaining the authority and impartiality of the judiciary can be seen as the most important constraint on the freedom of expression in the context of the right to a fair trial. This is especially so in

Photography in the 19th Century Term Paper Example | Topics and Well Written Essays - 750 words

Photography in the 19th Century - Term Paper Example This paper will argue that both aesthetics and social documentary were dominant natures of photography during the 19th century. It will first define aesthetics and documentary photography as primary terms for this paper. It will then show examples of photographs created by Fox Talbot and Jacob Riis, where each work would be dissected based on the mentioned natures of 19th century photography. At the turn of the 19th century, photography had developed into one of the most reliable medium to express modern art. Aesthetics became well appreciated because of the developments presented by photography. It explains man’s emotions towards art, beauty, creation and taste. With such emotions, the appreciation for aesthetics follows the study of sensory values (Zangwill, par. 1). Complexity was also intertwined with aesthetics as social change became a prevalent concern amongst photographers; hence the emergence of documentary photography. Documentary photography is a product of a ferven t desire to let images tell a particular story. It implants upon the audience social consciousness which produces acts of persuasion for change (Curtis, 5). Both aesthetics and documentary natures are present within the photographs created by Fox Talbot and Jacob Riis. Fox Talbot was the known inventor of the calotype process – a dominant process of photography during the 19th century. ... The subjects who are in their coats portray the serious atmosphere exhibited by the photograph. Aesthetics can be derived in this picture by looking at the timely and classic form of photography created by Talbot. It is classic in the sense that the subjects of the photograph exhibit the upbringing of the society – male professionals act profoundly and dressed neatly in their suits or coats. Talbot’s piece is timely because, up to the present time where color and new forms of aesthetic techniques are observed in photography, the classic form of the picture is still well venerated and appreciated through its simple and monochromatic look. Complexity is derived from Talbot’s photograph by the implication created and intended by the photographer – a sense of modernity shown through the story contained within the picture. The photograph shows the subjects seriously preoccupied by setting the cameras they need for a photograph shoot. This story is not a definit ion of documentary photography in its sense. It doesn’t encourage the desire for social change or reform. However, it can still be classified as documentary because the picture transmits and shows a story of photography development and evolution. It, somehow, â€Å"documents† the improvements within the world of photography during the 19th century because the picture shows photographers inclined with improved pieces of equipment. Jacob Riis, on the other hand, shows the real nature of what documentary photography is. In his piece entitled Bandit’s Roost created in 1888, the photographer shows the social dilemma of poverty prevalent within the suburbs of the 19th century (see Figure 2). Aesthetic wise, Riis’ work is the same as Talbot’s photograph – it is

Psychic Bisexuality Essay Example | Topics and Well Written Essays - 1500 words

Psychic Bisexuality - Essay Example He insisted that nothing about sex could be understood without taking an account of " universal bisexuality of human beings" (1950 179). Psychoneuroses analysis gave him the confirmation of the "postulated existence of an innate bisexual disposition in man" (1908 165-166). For Freud the concept of bisexuality "embarrasses all our enquiries into the subject and makes them harder to describe" (1940a 188). The concept of bisexuality by Freud were based on the understanding that "all human beings are capable of making a homosexual object-choice" (Freud, 1905,) fn p. 56), "Bisexuality is a possibility" (Smith) in many cases due to varies reasons. Biological sources gave birth to Freud's theory of bisexuality. Freud explains the boy's wish to be with father as mother during oedipal complex and the untimely sense of phallic activity during pre-oedipal stage, which is a part of their biological disposition. The basic of psychoanalysis is masochism, refined by Freud. He introduced three kinds of masochism, and feminine masochism, "an expression of the feminine being nature" (p. 161) is required here. It is when an individual inflicts and receives pain during sex and situations like, "being castrated, or copulated with, or giving birth to a baby" (p. 162) are crucial to masochism. Women's beating fantasies also urged Freud to produce the theory of "feminine masochism." Freud was very complicated when it came to gender discussions. He also linked this theory with passivity and called it a "biological fact." He continued that, "Passivity is not a whole of masochism." But it is a major part of it. Men are considered active and passivity is a women's thing. He initiated "feminine" and "moral" factors as secondary masochism. Basically what I gather from his thinking is that passivity is owned by women and that is why her capability of masochism gives her the power to love selflessly as a wome n and mother. He also considered it as a part of the sexual pleasure which is intense. According to Freud a crucial point he insisted on is that mutation during development may also result in masochism. What is feminine maturity and why is it more complicated then masculine maturity Similar yet so different tasks are taken by boys and girls on the way to maturity. This path to maturity constitute of the pre-oedipal, oedipal and post oedipal period. Freud said that "variations in the chronological order and in the linking up of these [pre to post oedipal] events are bound to have a very important bearing on the development of the individual". (Freud 1931 p.79). Freud clarifies the focus of Psychoanalysis in his essay feminity by Freud, "sets about inquiring how she comes into being, how a woman develops out of a child with a bisexual disposition." And he further says, "Undoubtedly, the material is different to start with in boys and girls: the difference in the structure of the genitals is accompanied by other bodily differences". Freud insisted that the sexual development of a girl into a woman is far more complicated than that of a boy. And "it includes two extra tasks to which there is nothing corresponding in the development of a man." He explains, "she must find a way to give up

International Development Is Best Helped Through Free Trade Research Paper

International Development Is Best Helped Through Free Trade - Research Paper Example This report stresses that countries have learned to use free trade to improve their economies or foreign relations with their neighbors . In spite of research efforts to understand, the concept of free trade, definitive findings on the subject are still limited. Compared to related areas such as business management, diplomacy, and foreign relations, free trade has received less research recognition and attention and deserves better. This topic is an attempt to do justice to the concept of free trade by providing more critical, comprehensive and relevant perspectives on the subject. Students, managers, business owners, leaders and teachers need to develop a better and deeper understanding of free trade, and this international development is best helped by free trade. Based on the literature review and the examination of collected data, all indications are that there is a positive correlation between international development and free trade. In addition, the research shows that when al l conditions are constant, the relationship between international development and free trade is directly proportional. Various observations and have been made, and there is considerable proof that free trade has a positive impact on international development. Another inference is that free trade is a multidisciplinary and multifaceted concept that is easy to misconstrue because of its wide scope. It is important for researchers to use critical skills when analyzing the concept of free trade on its own, without relating it to other variables.

Complete and Utter Idiots Guide to Sending an Email Essay Example for Free

Complete and Utter Idiots Guide to Sending an Email Essay This may seem like a completely impossible task, but trust me, it’s easy. An everyday completely normal task for most people, but you are not most people, are you? Well, there’s one thing you must do. We are assuming you already own a computer and have an email, so the first thing that is vital in this†¦ find your computer. I know! You have to get up, use those long things on the end of your body made for walking, and look. No†¦ that’s the telly. We are looking for something that looks like a smaller telly with a keyboard and a mouse. No, no, no! Not a real mouse! Now get down from your sofa and look for a screen. Yes, that’s it! Gosh, if it takes you this long to find your computer this is going to be a long day. Congratulations! Now, as you are looking at the computer, sit down on the chair in front of it. Sit on the seat, not the top, bottom or legs, on the actually seat. Yes, that’s a bit more comfy isn’t it? I hope your computer is in fully working order? Supposing that it is, you need to find a big button that turns your computer on. No, that opens up the CD drive. Don’t push it back in! Press the button again so you don’t break it. Oh my, look! It’s right in front of you on that big box. Woohoo! You found it, now login using your password that you thought up so you would remember it. Yes, it is the word written on the sticky note stuck to the wall above you. Now, the long oblong in front of you, that’s your keyboard. No, an oblong is another word for a rectangle†¦ a long square? Yes, the thing with the buttons. Now, press the buttons with the letters/numbers/punctuation that are identical to the ones written on your sheet. Yes, you have to write them in the same order, otherwise itswrong. Thank the lord, you’ve logged on! You’ve just achieved something in your life! Be proud, be very, very proud. The next ‘impossible’ task you have to face is finding the internet icon and using your mouse to click on it. We have already established that this is not a real mouse, so calm down. Now, your computer screen will generally look like this: This may look big and scary but it’s simple really, if you just listen. As you probably don’t know, there are different types of internet service providers. The most common one is internet explorer which is automatically downloaded onto most computers. So we will just stick with that one. The symbol is a blue E. found it? No, that’s not it†¦ yes, the blue E. Good.