The Quick Wins Paradox Article Review Essay Example | Topics and Well Written Essays - 500 words

The Quick Wins Paradox Article Review - Essay Example ers reassurance to the leaders’ supervisor who believes to have made the right choice in promoting them, while on the side of the team members; it reveals to them whether to have confidence in their new selected supervisor or other team members (Buren &Â  Safferstone, 2009). In most cases, the new leaders try to pursue early outcomes, never realizing that they may easily fall into some of the traps that may sabotage their accomplishment (Buren &Â  Safferstone, 2009). This is a failure in terms of success to the organization. It also affects the other employees directly. The father who is part of his team criticized his behavior, but he has reacted negatively. This behavior comes from the employees having a mandate in an industry and they fail in one way or another (Buren &Â  Safferstone, 2009). They often feel any criticism to their side to be an act of attack or aggression. These actions may make some of the team members leave the companies that they are employed. Since the young man is about to attain a degree in Organizational leadership he believes that he has better ideas than his father. This is the reason he undercuts him and he ends up managing many of the projects by himself (Buren &Â  Safferstone, 2009). The certainty and eager aspiration of the new team members frighten the rest of the associates, hindering them from performing to the expectations or getting to contribute to the projects of the organization. The father who is a technician is relying on his son to come up with better ideas that will facilitate his business to grow and also achieve his vision, but the son is only focusing on few details and leaving the critical issues out (Buren &Â  Safferstone, 2009). Some of the new leaders and team members often jump into conclusion in trying to implement some solutions, instead of involving other team members in the decisions. This will significantly affect the outcome because there may not be a clear understanding (Buren &Â  Safferstone, 2009).

Cleopatra - Her Influence & Effect on Culture Essay

Cleopatra - Her Influence & Effect on Culture - Essay Example What make Cleopatra’s influence on culture so strong are the remarkable facts of her life. Ascending the throne at a tender age of 17, she was forced to go into exile 3 years later. Languishing in exile in Arabia, she mustered all her resources in raising an army. The romantic side of her life has added to the allure of her legend. This includes â€Å"her enchantment of Caesar (smuggling herself into the royal palace, according to Plutarch, in a rolled-up sack) and her legendary appearance, dressed as Aphrodite in a gilded boat, before Mark Antony. Even Shakespeare's febrile description of the spectacle -- "So perfumed that/The winds were love-sick" -- is based on contemporary accounts.† (Denny, 2001, p.40) But her relevance to the contemporary world is not something immutable, as demonstrated by recent developments surrounding her legacy. As historians utilize forensic and other advanced research techniques to revise historical accounts, many unknown facts pertaining t o iconic figures like Cleopatra have emerged. One such is the logical deduction by American scholar Martin Bernal (the most prominent of a long line of Afro-centrist classical historians). Bernal claims that most previous historians underestimated the culture of Egypt as they were unwilling to acknowledge that Greek, and by extension all European, civilization had its beginnings in Africa. But, thanks to Bernal, this Afro-centrist view became more acceptable - indeed more fashionable to articulate. The clearest manifestation of this change in public perception and acceptance of historical facts is witnessed in the British theatre scene. â€Å"In the summer of 1991 two productions of Shakespeare's Antony and Cleopatra were running in London. In each of them  Cleopatra was played by a black actress: one of whom, Donna Croll of the Talawa Theatre Company, told a reporter 'the fable of the white  Cleopatra is just another way of bleaching out history'... Just as  Cleopatra had pr eviously been co-opted into playing a part in discussions about the ethics of suicide, the status of a wife and the comparative merits of aristocratic or autocratic government, so in the last years of the twentieth century she found herself at the centre of a debate about race relations.† (Hughes-Hallett, 2006, p.70) It should be remembered that Egypt and Rome of first century BCE were multi-racial societies. Being the centers trade and politics, the cities hosted tens of thousands of slaves. Cleopatra’s father was a Ptolemy, his stock being derived from descendants of one of Alexander’s generals. His roots could be traced to Macedonia, where natives tend to be fair of skin color. â€Å"Theoretically he, and all his forebears for over two centuries, had been the offspring of incestuous brother-sister marriages, and were therefore purebred (as well as inbred) Greeks. In fact, it occurred more than once that the heir to the throne of Ptolemaic Egypt was the child of a royal concubine of unrecorded origin. Cleopatra was one such case. We do not know who her mother was.† (Hughes-Hallett, 2006, p.70) It is highly likely that Cleopatra was thus inter-racial, thus adding to her exoticism. The fact

BTEC Business Essay Example for Free

BTEC Business Essay Shell is a multinational oil and gas company with around 87.000 employees in more than 70 countries. It is one of the world’s most valuable companies. Shell was started by Marcus Samuel back in 1833, he was a shopkeeper in London. In 1907 they merged with The Royal Dutch Petroleum Company. 1.1.11.1.2 Having a lot of offices/petrol stations all around the world makes them a global business and it’s a private business because it’s not owned by the government. Their goal is to make more money than they spend, so Shell is a profit business. Shell is in all three sectors because they dig oil (Primary Sector, they produce the oil (Secondary Sector, and lastly they sell it as well at their petrol stations. Their products are mostly oil and gas but they also have services for example, you can fill your tires with air, you can use their hoover or make use of their carwash. 1.1.3 Shell is a PLC so the liability for debts is on the company. To be considered a PLC you’re business is probably formed and owned by shareholders. Other shareholders can buy their stock quite easily. They have a lot of shareholders. As a shareholder of Shell you aren’t responsible for the debts, may the company go bankrupt. Unicef Unicef which stands for United Nations International Children’s Emergency is a massive organisation that tries to help children all over the world, not only to have an education but to protect child’s right in overall. 1.2.11.2.2 Unicef has offices all over the world, it’s a global organisation. Almost every country has an office from Unicef. The Government helps for two third of the organisation’s funds and the other part is from the millions of people that supports Unicef which makes it for the bigger part a public organisation. It’s a non-profit organisation, because they don’t want to make a lot of money for themselves but to raise money to help the children  who for example can’t go to school because they don’t have the money for it or even because they don’t have schools at that place. Unicef is subjected in the tertiary sector because they serve services to help the children. 1.2.3 It’s a Charity Partnership, as a charity you have to register and must produce annual accounts that are available to be viewed. P2 Stakeholders of Shell 2.12.2 A stakeholder is anyone that has an interest or is affected by a corporation. 1.Customers: The customers are the one who buy or uses the products and services of Shell. They want shell to have the best oil, gas and services so that what they pay for those things are worth their money. -Shell wants the customer to keep coming back to them, because without the customers Shell wouldn’t earn any money. 2.Employees: The employees are the one who works for Shell. They want to have the security of being employed, getting paid and also the opportunity for promotions. Shell wants the Employees to do their best because they are kind of representing Shell. For example, if they are rude to customers then the customers may not come back to Shell because of that. 3.The shareholders: The shareholders are the one who owns a part of Shell. The shareholders want to see their share of profit to increase. Shell wants them to increase the money. 4.Trade Unions: Trade Unions represent the interest of groups of employees. With the trade unions employees want to accomplish their interest like get higher wages. Shell wants to find out the interest of groups of the employees so they can improve it and keep their employees happy. 5.Local And National Communities: Local and National Communities are the ones who represent Shell. Shell has pipelines in Nigeria which can be very dangerous and cause local pollution, therefore community leaders represent important interest groups. Shell wants them to represent Shell positively. 6.Suppliers: Suppliers are people who provides Shell’s products. (For example the things they sell at they’re petrol stations, not the oil/gas as they produce that themselves.) They want to feel valued by Shell and they want steady orders and to be paid at their worth. Shell wants the suppliers to deliver the right orders and that the products are in best condition. 2.32.4 Stakeholders of Unicef 1.Staff members: Staff members ensures that everything is going smoothly, both in offices and on field. They want to see the results while being in field, for example, to see the kids go to the school they have built. Unicef wants the staff members to do their best and see the best results. 2.Goodwill Ambassadors and Advocates: Goodwill Ambassadors and Advocates are celebrities that funds Unicef. They want to use their fame positively and help as many kids as they can with their money. Unicef gets more known because of those celebrities. With their help people acknowledge their campaign. Plus, they are good volunteers with enough money. 3.Young Leaders: Young Leaders are young adults or teens that are helping out with the campaign as well. Young leaders wants to help out children or teens that are maybe just a few years older than them, sometimes because they feel bad for those children. They have it better so they want to help out. Having young leaders in the team is a positive outcome because this motivates others from the same age to do something to help children out, too. 4.Teachers: Volunteers that want to teach children in for example Africa. -Teachers wants to volunteer so they feel good about themselves helping the children to get better education or just an education at all. They want to be send off in a secure place, though. And not in, for example, a war zone. Unicef needs Teachers because otherwise building schools are no help at all if there’s no one to teach those children something. 5.Suppliers: Those are the ones who supplies the school books etc. They want to feel valued by Unicef and wants clear orders from them. Unicef wants the suppliers to deliver the orders to be in good quality and to be delivered on time. 6.People who gives their contribution to the collectors:  They give money to the collectors to help out. For example, they want to think they helped out building that school in Africa. Unicef need those people to help out to get more money so they can help out more. P3 Organisational Chart of Shell 5.1 Shell is organized by function, geographical areas, product groups and type of customers. Shell’s functions are divided in three groupings: Upstream, Downstream and Projects Technology. Upstream manages the manufacturing and search crude oil and natural gas. Downstream also manages the manufacturing and are responsible for the marketing department. Projects Technology does the research and projects for new products. Shell is, as mentioned before, a global company, having offices all over the world. The Upstream only is already divided in Upstream Americas (for Americas), Upstream International (for Europe, Asia/Middle East/Russia, Oceania and Africa. This is because it can function better and they can focus within that country/continent. They can focus on the culture and interest within that country/continent. They are also organized by products as you can see above. They are divided by gas, fuels and lubricants and chemical products. This way each group can specialize in their own product and make it better. Shell has a lot of customers, like the one who drives daily to and from their work or a big airplane company or the F1 team. They use different products or amount of products, so Shell organized it this way that the airplane company gets a different price than a normal man who drives daily to and from their work. 5.2 My Royal Dutch Shell would look at the amount of profit they made the year before. How much oil and gas they posses and there is on earth. We’ll look at how much we sell our products and how much our variable costs are and if we can make our variable costs less and our prices higher. Would we lose customers if we do that or not? We will do an internal researches for how much oil there still is on earth. With this information we can go further with our strategic plan. If the oil is decreasing for example, we will look  for alternative solution. Shell will look for what’s going on in each country. For example, everyone is really busy with being environmentally conscious, so we’ll think of a way other than greenpeace to show that we are not too bad for the environment. We will look at how the economy is growing or deflating. If it’s growing we can make the price higher, and if it’s deflating we don’t necessarily need to put the prices lower as Shell’s product is something that everyone constantly need. (Oil) Looking at what the concurrent position, at how they are doing is also something to consider. Organisational Chart of Unicef 5.3 Unicef is divided by directors. They have the executive Director who is in charge of the whole organisation. And other directors that are in charge of for example the Human Resources or the supplies. So Unicef is organized by function. Unicef has different regional directors. For example, there’s the Dutch Unicef Director, or the UK Unicef Director. . Working a lot on field (different countries) it’s easier to have regional offices. This makes Unicef function better as Unicef represent itself in 190 countries, each country with different values. So each country director/manager can focus on how to reach the people Unicef is also organized by geographical areas. Unicef focuses on different type of ‘products’ which are actually the different services. Although all is about children, the subjects are different. They have child survival and development, Basic education and gender equality, Children and HIV/AIDS and Child protection. They divided those subjects so they can specialise more and give the help that the child needs better. They also sell small things, kind of reminds me of souvenirs, the profit they make from these goes to the campaign funds. 5.4 Unicef will look at how they’ve succeeded at their projects so far, how many donations they get each year, how many members/volunteer they’ve got and what their next step needs to be depends on what is going on with the people around the countries they help or even which country they’ll need to help next. Once they have all those information, they’ll look at how they can  get more projects. To get more projects done, they’ll do more research so that they can give people more and more information and can attract more people to help them out. Unicef should show on the media what they’ve achieve so far and that the money people donate are really helping out. This way we’ll get more donation, so more profit to finish projects. P4 Fulfilling The Purpose of Shell 6.1 Shell’s purpose is to make as much profit as they can. Being organized by function they can put people who are specialised by those functions and make their product even better. The geographical structure helps to get to know what they need to do to get the attention of each country. Because each country has different laws, values and culture they can do their research way better if each group specialised in one specific country. Shell can make their advertisement focused on each country. Focusing on the different customers they can make special offers for different customers. Making these offers they can make sure that the customer will come back to them and can cause word to word advertisement. Splitting up different products types helps customers to know where to find what when they come to buy products from shell. Having different products means they need to make sure everything is from the same quality, the best quality. So by dividing their products and putting people who specialised on those product they know they have the best quality. Which will make customer come back to them. To be structured good, Shell uses the chain of command. It helps shell to make sure that they get the tasks that you need to do and that it doesn’t go to a different department. Fulfilling The Purpose of Unicef 6.2 Unicef’s purpose is to help as much children in need as they can. Being geographical organized helps them to fulfil their purpose because this way they can focus on what each country needs. For example, one country needs more school instead of help with HIV/AIDS. Focusing on different product type helps as well. This way, people knows exactly for what they are donating. Same as Shell, Unicef uses the chain of command so that people get the right tasks. Using Goodwill Ambassador helps them achieve their purposes, too. For example, having Selena Gomez as an ambassador is great help for them in the media. She’s really big in the entertainment industries and is a role model for a lot of teens and young adults all over the world. She indirectly advertises Unicef when she tweets or talks about how she’s an ambassador. Having different directors for each function helps as well as they can specialise on what they are doing in that sector. They can give the people ‘underneath’ them better instructions.

Consumer Behaviour On Decline Of Sales Marketing Essay

Consumer Behaviour On Decline Of Sales Marketing Essay Introduction This report is prepared to analyse how consumer behaviour changes has led to the decline in sales volume of Xclusive perfume brands across the UK market. For the last two years sales has declined consistently across the target market of upper class consumers in UK. Xclusive is an premium perfume brand from Premium Products Ltd, a company based out of UK. Company launched this premium brand for men and women in UK market in 2006. By 2007, they had a 1.2% market share, reporting a total sales turnover of 7.96 million GBP (Esprit Magazine, 2007) In 2008 and 2009, the sales declined by 5% and 6.2% respectively. Preliminary reports show a decline in popularity of this brand and lesser movement in stores among the upper class customers. This report is intended to analyse the reasons which led to the sales decline over the last two years. Report will test the hypothesis that consumer behaviour variations led to the decline in sales. Other key objective of this report is to come up with suggestions to reverse this declining sales trend and influence a positive change in consumer behaviour to increase the sales. Current Product and Marketing Strategy Xclusive brand of premium perfume for men and women was launched by Premium Product Ltd in 2006. There were four lines within this Xclusive brand herbal, musky, woody and spicy. Musky was the popular most brands followed by Herbal. They were packaged in exclusive golden bottles, which gave exquisiteness to the whole product package. Health consciousness was on the rise among the UK consumers in 2006. That made the company launch this exclusive herbal perfume to the upper class consumers. This was launched as part of their market differentiation strategy compared to other premium brands. Main target was upper class men and women in UK with social grade A and B. (Businessballs, 2008). This market size constituted 25% of the total UK population. Premium Products Ltd used a premium pricing for all products including this Xclusive product line, with herbal being the most expensive as it was made from healthy ingredients. The company adopted a selective distribution strategy targeting only luxury zones and concentrated on boutiques and big malls like Wesfield and Metrocenter. Distribution strategy was centred around premium malls and online shops like Perfume shop. (Suite101, 2007) Company did the promotion mainly through celebrity ads in mass media like TV and upper class magazines like Glamour and Cosmopolitan. Promotion was around healthy sports men and women using this exclusive perfume. (National Readership Survey, 2007) Problem Analysis Problem: In the last two years there has been a drastic decrease in the sales of fragrance products (perfumes). Study was conducted on market and consumer buying process to understand the reasons behind this decline in sales. In the market study, objective was to test whether external market conditions were favourable to perfume business. Market study was done using the PEST method. While doing sales analysis, it was found that decline in sales actually came from women segment. Hence market and consumer behaviour study was mostly attributed to the social class A and B women segments. Buyer responses Choices of product brand dealer timing price Buy more, less, stay loyal etc buyers black box Needs wants, stimuli Product, price, place, promotion etc Environmental (PEST) factors Buying Process Analysis We looked at the typical buying process of premium perfumes by women in UK. Looking at the major players involved in a typical purchase decision. Initiator Influencer Decider Buyer User Usually, women themselves are the initiators to buy perfumes for following reasons: Long lasting scent Makes feel attractive One that others comment on Makes feel sexy Changes or enhances mood Initiators can be men also who buy gifts for women. It basically depends on the age group of women. But generally speaking, the influencers can be: Peer group Celebrities Referred by magazine (foil pouch samples preferred) Advertisements in media Women themselves and men also. Both men (as gifts) and women. Women, her friends, relatives etc. Since women play the major role of initiator and decider in this buying process, we need to understand internal and external factors which can impact the consumer behaviour of women belonging to social class A and B. Consumer behaviour characteristics Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. (Ezinearticles, 2007) There are multiple factors which can influence the consumers behaviour over a period of time, which includes both internal and external. Broadly the internal factors could be personal traits like age, income, occupation, personality, lifestyle etc and psychological factors like motivation, perception, learning, beliefs and attitudes. External factors can be social ones like reference groups, social status and influence of family. It could be cultural factors too like culture and sub-culture and social class. This is very much relevant to the premium perfume product segment too. External Factors affecting consumer behaviour Among the external factors, the key ones which directly impact consumer behaviour are demographics and social class. Next comes the influence of reference groups like celebrities, friends and family. But since the target segment is mainly upper class and upper middle, culture/sub-culture seems to be the least important variable. Demographics It is more an internal factor, which is of course shaped by external influence. Teenagers: They are more interested in citrus scents. Usually they prefer a fragrance that makes them attractive to others. They dont have any affinity towards a brand, but they like to try out different fragrances and brands. Adults: They are most likely to buy fragrances for most likely to wear a perfume to feel sexy. Older women are more likely to switch fragrances within their collection once a week or more. As they are more health conscious, they are more likely to consider Home Fragrances, Eau de Perfume, and Essential Oils as part of the Fragrance category. They are much more branding savvy. They prefer fruity and flowery fragrances and follow celebrities to a large extent. (Fragrancefoundation, 2007) In the UK, every woman between the ages 25 and 34, on an average carry  £ 71 worth of cosmetics in their handbag. (China cosmetic packing, 2010) Three out of five women were more likely to buy a fragrance samples in a magazine (foil pouch samples preferred). Now women prefer having a wardrobe or collection of fragrances too. (Fragrancefoundation, 2007) They still follow celebrity endorsements while choosing the fragrance. This is evident from the popularity of M brand introduced under the brand of Mariah Carey (Entrepreneur, 2007)). Consumers have revisited classic fragrances as the shift in buying behaviour moves towards quality, authenticity or value. (Academic Mintell, 2007) Social Class Similarly, differences in social class can create customer groups. In fact, the official six social classes in the UK are widely used to profile and predict different customer behaviour. In the UKs socioeconomic classification scheme, social class is not just determined by income. It is measured as a combination of occupation, income, education, wealth and other variables. (Tutor2U, 2007) Relevant social class segments for our premium perfume segment: Upper upper   old, established, socially prominent families Lower upper   new rich   Upper middle   professional people   Lower middle   white collar, salaried workers (Emailcommerce, 2007) Now the characteristics of each of these social classes vary as they are bound by different cultural and sub cultural elements. In the current marketing strategy the product was positioned just for upper class women and we didnt have a differentiated positioning for each sub cultural or social class groups within this broad definition of upper class women. Needs and buying process of upper middle class woman is completely different to a upper upper class woman. For example upper and lower middle can get influenced by friends and co-workers more and women tend to be mostly decision makers and purchasers. However in the upper upper and Lower upper, influence of family may be higher. Reference groups like social clubs, charity organisations, and social get together could be more relevant to influence the upper class women. Hence a segmented marketing approach is needed. However the 2009 downturn has frequency the purchase of perfumes among women. Women on average buy 4 fragrances a year. (Fragrencefoundation), due to the downturn there this has decreased to 2-3 fragrance a year. Still women spend enough on cosmetics. Among the higher social classes, penetration of social media has increased. Online purchases using cards has become common. Internet as an outlet has increased its penetration by 4% in the UK market. (Fragrancefoundation, 2007) Reference Groups Reference groups could also potentially influence the buying of premium perfume product. Reference groups can be aspirational or associative. Celebrities and socially respected ladies form aspirational reference groups for high class UK women. Associative reference groups could be members of a social club or co-workers or even members of church and some organisation. Friend circle is another major influential reference group as they could be sharing same interests and preferences. Family could be another reference group, this is however dealt separately. (Consumerpsychologist, 2007) In the target segment of Xclusive premium perfume product, reference groups are quite relevant. For example, Celebrity brands  are driving market growth among younger fragrance users. Over 30 new celebrity fragrances were launched in 2007. One in five 16-24 year olds claim to own at least one, compared with one in twenty over-45s. Celebrity fragrances provide the entry point for young people into the whole luxury sector.  (Fragrancefoundation, 2007) (As internet is becoming a key social media, reference groups like forums and fragrance review sites is also becoming key influencers in the decision making process. Sites like http://www.bestperfumeforwomen.co.uk/ provide reviews and give a ranking on best perfumes. You can no longer launch hundreds of fragrances, as the customer is more selective and wants something unique. Its not only the downturn that has forced this change in consumer behaviour. Thanks in large part to the internet, shoppers are much more knowledgeable about fragrances-more than many brands think. A look at some of the fragrance blogs or websites, such as Sniffapalooza (once derided, but now courted by fragrance brands) shows that consumers are having educated discussion and debate about fragrance, comparing different products and asking why they are all alike. Fragrance expert Michael Edwards calls this consumer the connoisseur, and compares such behavior to the foodie trend that emerged several years ago. Influence of Family In our target segment of upper and higher middle class women in UK, influence of family members is vital in making purchase decisions. Individual members of families often serve different roles in decision making process. Some individuals are  information gatherers/holders, who seek out information about products of relevance. These individuals often have a great deal of power because they may selectively pass on information that favours their chosen alternatives.  Typically husbands play the role of influencers; they let their wives know their wishes and suggestions. Husbands usually travel and get to know from social gatherings and even from online or internet means. In the case of premium perfume, the role of each individual in the family is critical be it that of gatherers who may be typically younger lot or social buffs, or that of influencers like husbands or decision makers or even purchasers. This makes marketing more tough as the messages need to reach a wider cross sec tion of UK society. Point of sales marketing can help to convince purchasers, but broad marketing conveying the features of Xclusive premium perfume should reach others like older ladies, socially respected relatives, and husbands. (Consumerpsychologist, 2007) Three out of four women say that when they find a fragrance they really like, they tell their friends about it. Every 2 in three women give perfumes as gift to partners, friends and family. Impact of culture/sub-culture elements Each culture contains sub-cultures groups of people with share values. Sub-cultures can include nationalities, religions, racial groups, or groups of people sharing the same geographical location. Sometimes a sub-culture will create a substantial and distinctive market segment of its own. OgAAAPeyJpurr1ryoFWlKXRdQZJVSyMAct7AfdHZmI-zSL4J5aoWNgxDAjv20AMfd_XlBjE5RI8O3Ge8wNG63V0VYoUA15jOjGI8ihdsXtJS1SOoJjWTF231BFIw (Source: From the Module presentation) For example, the youth culture or club culture has quite distinct values and buying characteristics from the much older gray generation. Similarly sub-cultural groups like immigrants from other countries and resident nationals belonging to other regions will show different characteristics to the UK culture. For example in the case of Asians, family relationships are much stronger and gifting is usually informal and ritual. However in UK, relationships are more loose, but gifting is done formally. Packaging is more relevant to the UK upper class when compared to other nationals. European communities give lot of importance to quality and elegance. Just like nationality as the above diagram shows, there are many more factors which shape up the cultural trait of an individual. Suggestions to influence consumer behaviour Fine grained social class segmentation: Have more targeted segments by age, by social class and by age. This is important as messages may have to be different and different fragrance products needs to be marketed to different social class and age groups Celebrity references: Continue to use references from celebrities, but widen your celebrity base to influence different segments. Musicians, film stars, entrepreneurs, sports personality and so on. For example younger lot get influenced with entrepreneurs as they look for confidence image to get associated with the perfumes they use. Older may prefer music stars and film personalities. Educational Promotions across wide cross section: Sales staff needs to be trained to improve their selling support and skills in order to advise customers correctly. Fragrances sold in self-selection should carry information on the outer box to provide consumer with the key ingredients of the product. Leaflets in boxes could also contain information for the consumer on the fragrance, on how to wear and tips on fragrance layering, and its ingredients which is a standard for many prestige skincare brands. In addition samples can be used to explain fragrance notes. Furthermore online sampling has been successfully carried out by luxury brands. Promotional messages should be targeted at initiators, influencers and decision makers. POS marketing is critical for purchases like free samples. Increasing the reach:Target to increase the number of outlets to reach a wider segmented base of upper and higher middle class women. Use internet as a channel to target convenience shoppers. Online purchase and spending is increasing in the upper class UK consumer segments. More over place reviews and customer testimonials especially of reference groups in social marketing sites to influence the prospective buyers. Differentiated products and channels for multiple segments: Thus there is a need to address the Teenage customers and Adult customers with different products according to their preferences. There are basically different types of shoppers which are Convenience Shoppers Value Shoppers Image Shoppers Experience Shoppers Luxury perfumes for women come under Image Shoppers and Experience Shoppers were, Teenagers belong to Image Shoppers and Adults belong to Experience shoppers. Understanding customers, their preferences, their needs led to the conclusion that our firm should go for two product lines, one addressing the teenagers and the other addressing the adults. The perfumes should have a variety of flavors i.e., a variety of citrus flavors for teenagers and flowers and fruity flavors for adults. Also advertising and promotional activities should be based on this segmentation. Recommended Positioning Strategy for Xclusive Premium Perfume Brand Introduction This report is prepared to suggest a positioning strategy for Xclusive brand of premium perfume for defined market segments. The objective of this new positioning strategy will be to have a positive influence on various factors which impact consumer behaviour and purchase decision of this premium product. However this report is limited to the positioning of the products for one of the target segments, which is upper class and higher middle class women. We assume that positioning strategy for the segment of men is working fine as sales has shown positive upward trend so far. Key Gaps with the Current Positioning Strategy Broad and inappropriate target segmentation: As per the current marketing strategy the target segment was defined as upper class men and women. Positioning message or current tagline Exclusive fragrance for just you was used to attract upper class men and women to feel that they own it and join a elite group of premium perfume owners. The target segment of upper class women was broader as consumer behaviour characteristics tend to differ with in the target segment of upper class women by age and social class. Hence the marketing messages failed to impress all the prospective buyers among the target segment of upper class women. Earlier, the segmentation was based on just income and status as quite evident from the positioning message. But it failed to impress all the cross sections of the prospective buyers. Lack of differentiated products and positioning: Tagline and positioning creates a perception map in the minds of consumers. Exclusive fragrance just for you suggests following characteristics it is expensive, it is exclusively for upper class only, it is unique from other products. However in real sense product was not differentiated from the competitor products. Hence there was a different between customer perception and experience which led to customer dissatisfaction and decline in repeat purchase. Teenagers Vs Adults with in the upper class target women Pure herbal Adults how to gain their credibility retain customer the core segment to be targeted.. Quality Personal body chemistry Brand image Teenagers Low price(relatively) Stress more on ambience Increase of celebrities Increase of social media usage especially in teenage networking sites Personal body chemistry Brand image As you can see above, teenagers are showing more affinity towards synthetic fragrance while adults are interested in herbal products. This itself calls for a rift in preferences and perception about the same fragrance product. Marketer need to address this with a differentiated product strategy. This kind of differences in perception mapping of the same product by two sections of the target segment was not considered while deciding the product and positioning strategy. Lack of proper celebrity references: Celebrities used for promoting Xclusive brand were mostly contemporary stars from the field of sports and films. But this is again not in line with the tagline, the company had. Ideally the company should have tried to bring in an image of a classic brand and they could have chosen somebody from old classic films like Lawrence of Arabia or actresses like Julie Andrews (Classic Movies, 2008) UK Consumers, especially the women in the age group of 30 to 60 were revisiting the classic brands and this could have been a better strategy. Couldnt reach all influencers: In the case of upper class women, a typical purchase process is influenced by friends, family members like husband, social clubs, social marketing forums and then ofcourse the aspirational groups like successful businesswomen or celebrities. Xclusive as a brand didnt have any such associations with these influencers. They were mostly targeting the decision makers and purchases with ads being targeted in magazines like Glamour. Redefine the target segments among the Women Xlusive brand has suffered a decline in sales over the last two years among the women target segment. From the market analysis and consumer behaviour study we can find that current marketing strategy was not good enough to attract all prospective consumers among the target segment of upper class women. Initial market strategy was just built around the income class, but it was not taking into account the consumer behaviour changes as per different factors like social class, age, cultural difference and so on. Shift in target segmentation from Upper class women to multiple target segments of segment 1: upper upper class and upper middle class (employed) woman segment 2: teenage women in upper middle class and upper class (with a high disposable income) Differentiated Products and Positioning Me too products or generic product line with one positioning message will not work in this changed environment. UK consumers are more going towards value shopping and they are likely to make more informed decisions rather than going by quick stimuli. Segment Product Positioning Upper class and upper middle class women Xclusive Classic range of fragrance in herbal mix Health and Class Exclusively Teenage upper class and upper middle class Xclusive Style Synthetic perfumes with citrus flavours Style and Confidence Suggesting following the Key Brand method to look at what factors would influence women in the above target segments choose a fragrance in the premium segment. (Brandkeys, 2010) Hence the differentiated products and positioning should be made around the following attributes selected from the above matrix Product Image Scent Ingredients Reactions Classic range of fragrance in herbal mix Classic Sexy Sociable Traditional Floral Spicy Natural Ingredients Fresh Original Sensual Powerful Inspired Strong Hence positioning messages are created around these product attributes for the two product lines. Packaging is also made consistent with these attributes to create that whole product image. Classic product line needs to be packaged in premium glass bottles with a golden plating. Style product line for teenagers will be in colourful glass bottles which are cut on sides to give it a style and powerful cuvy shape.   Creative Campaigns around Positioning Messages One of the problems with fragrance is that the penetration rates are not that high. However, a lot could be done to bring more consumers into the fragrance market. Critics say that marketers focus too much on youth, and that the scents and sometimes racy advertising campaigns aimed at this group have turned off older consumers. Appealing to women in their 30s, 40s and 50s and those who have lost touch with fragrance with an appropriate offer and marketing campaign could bring in much additional revenue. So having nostalgic and retro campaigns would be a good way to target the segment of middle aged upper class and upper middle class women. Celebrities can be actresses like Elizabeth Taylor and Julia Andrews. They can promote the Xclusive Classic brand around creating images of classic and vintage stuff never ceases or use everlasting films like Lawrence of Arabia. Moving away from contemprory stars to more stars from the classical age would be good to convince and influence changing UK consumers especially among the aged upper class segments. (The Freelibrary, 2007) Avertisement targeted at adult women Use of gold plated bottle cover and golden color font in a classic written style Xclusive *Julie Andres, an actress from yester years still a living legend to be a brand ambassador of the Classic product line Similarly for the teenage segment, celebrities from field like politics, business, sports could be chosen who can give an image of style and confidence. A study conducted among young UK women chose a set of role models like Margaret Thatcher, Marilyn Monroe, Kylie Minogue, Jamie Ogata (Confident Japanese UN official). (Cranfield University, 2009) We can probably use them as celebrities to push our style and confidence image in the mind of teenagers. Unlike adults, teenagers are more image shoppers. They can be triggered for an instant purchase by a sudden stimuli. (Telegraph, 2008) Advertisement targeting teenagers: Bold confident young women, curvy bottle shape with bold red font usage Xclusive Re-inventing Shopping Experience Shopping for fragrances needs to be made easier, and stores better adapted to how consumers browse and buy. Research by Paris-based JMG Research shows that the consumer is looking for new retail formats. She is looking for a new experience and is very reactive to new propositions. When something is out of the ordinary she will buy, says JMG Research managing director Jà ©rà ´me Goldberg. New retail store formats have to be tried out like eliminating counters in department stores, merchandising by fragrance family or creating areas for replenishment for the consumer who is only looking for that service. In a recent survey, majority of those questioned did want to see fragrances organized by brand, but 40% also said that they would like to see fragrances organized by the way they smell. Many UK women middle aged consumers now go in for a fragrance collection. This basically tends them to be more brand loyal. Fragrance is emotional and the industry needs to pay more attention to this rather talking about technical information. There needs to be beauty assistants who are helpful and knowledgeable and not just push the latest launch, says John Ayres, director of UK-based fragrance consultancy Pandora. Sales people should be doing a lot more educational selling rather than aggressive as consumers have more options to choose from. (Articles base, 2007) Leaflets in boxes should also contain information for the consumer on the fragrance, on how to wear and tips on fragrance layering and its ingredients. This is standard for many prestige skincare brands. Also samples can be used to explain fragrance notes. http://www.bglam.com/wp-content/uploads/2009/12/discount-3.JPG (Sample online perfume catalogue) Another trend is the moving away from class to mass channels for purchase. UK consumers now prefer Tesco to specialised classes like department stores.

The Tragedy of Eugene O’Neill’s Play, The Hairy Ape Essay -- Hairy Ape

The Tragedy of Eugene O’Neill’s Play, The Hairy Ape Eugene O’Neill’s The Hairy Ape is the story of an alienated, low-class stoker named Yank. Yank’s life becomes a whirlwind when Mildred, the daughter of a wealthy steel owner, looks at Yank like he is a hairy ape. This action creates the withdrawal Yank exhibits. The remainder of the play is Yank’s journey to find his place in society’s realms. He searches for his place in a stokehole, at Fifth Avenue, and in jail. Ultimately Yank’s trek ends as a gorilla squeezes the life out of Yank—O’Neill’s suggestion that Yank can only belong in death (O’Neill 57). Eugene Gladstone O’Neill was born on October 16, 1888, in New York City. His father, James O’Neill, was a popular actor, and introduced Eugene O’Neill to the theater at an early age. After being expelled from Princeton in 1906, O’Neill worked as a gold prospector in Honduras and later as a seaman in the New York area. Soon O’Neill became a regular at bars and clubs in New York City. In 1912, O’Neill contracted tuberculosis. It was during his recovery that O’Neill began to write plays. He wrote many plays and is one of the greatest American dramatists. O’Neill won four Pulitzer Prizes—Beyond the Horizon (1920), Anna Christie (1922), Strange Interlude (1928), and Long Day’s Journey into Night (1957). Eugene O’Neill also received the 1936 Nobel Prize for Literature. O’Neill was given the Nobel Prize, â€Å"for the power, honesty and deep-felt emotions of his dramatic works, which embody an orig inal concept of tragedy† (<http://nobelprizes.com/nobel/literature/1936a.html>). Some critics point to The Hairy Ape as a satirical play. These critics suggest that "clearly O’Neill is a critic of American society and ... ...mploys a chorus, and has an evident tragic flaw—hubris. Works Cited: Alexander, Doris. â€Å"Eugene O’Neill as Social Critic† in O’Neill and His Plays. Oscar Cargill et. al. eds. NY: New York University Press, 1963. Colley, Bryan. Eugene O’Neill. <http://www.kc.net/~bryanc/apebackground.htm>. O’Neill, Eugene. â€Å"Memorandum on Masks† in O’Neill and His Plays. Oscar Cargill et. al. eds. NY: New York University Press, 1963. O’Neill, Eugene. â€Å"The Hairy Ape† in Four Plays by Eugene O’Neill. New York: Signet Classic, 1998. Rollyson, Carl E. â€Å"Eugene O’Neill: The Drama of Self-transcendence† in Critical Essays on Eugene O’Neill. James Martine, ed. Boston: G.K. Hall and Co, 1984. The Nobel Prize Internet Archive. Almaz Enterprises. <http://nobelprizes.com/nobel/literature/1936a.html>. Turner, Ron. Ron’s Place. <http://www.connect.net/ron/oneill.html>.

Coyote :: essays research papers

The Coyote (canis latrans) ? Sharp fangs, mean growl, shrill cry. You may think I am talking about a new werewolf movie, but I am really talking about the coyote. It is not as fierce as it may sound, They are quite unique animals. Their ability to adapt to almost any enviorment is astounding. The Name The name coyote is a Spanish alteration of the original Aztec name coyotl. The Latin name Canis latrans, meaning barking dog, was given to it by Thomas Say, who published a description of the species in 1833. Since 1967, its official name in the U.S. has been coyote. In some parts of the U.S. coyotes are called "brush wolves.† Wolves are much larger and hunt in packs. Description The coyote's ears are wide, pointed, and stick out. It has a tapering muzzle and a black nose. Unlike most dogs, the top of the muzzle on coyotes forms an almost continuous line with the forehead. The yellow, slightly slanting eyes, with their black round pupils, give the coyote a characteristic expression of slyness. The canine teeth are remarkably long and can inflict serious wounds. The neck is well furred and looks oversized for the body. The long tongue often hangs down between the teeth. The coyote regulates its body temperature by panting like most dogs. The paw, more elongated than that of a dog the same size, has four toes withfixed claws. The claws are not used in attack or defense. They are typically blunted from constant contact with the ground and do not leave deep marks. The male coyote is about the same size as medium German Shepard. It weighs from 9 to 23kg, has an overall length of 120– 150cm (including the tail), and stands 58– 66cm high at the shoulder. The female is usually smaller. The fur is generally a medium grey, darker on the hind part of the back where the black-tipped hair becomes wavy. Legs, paws, and the back of the ears are more yellowish in color; the throat, belly, and the inside of the ears are whiter. The tail, is darker on top and lighter on the underside. The color also depends of the season, and healthiness of the coyote. The coyote's fur is long and soft and well suited to protect it from the cold. Habitat The Coyote prefers to be in a brushy wet area like a bog, or swamp, Because of the high amount of food found in such places. Coyote :: essays research papers The Coyote (canis latrans) ? Sharp fangs, mean growl, shrill cry. You may think I am talking about a new werewolf movie, but I am really talking about the coyote. It is not as fierce as it may sound, They are quite unique animals. Their ability to adapt to almost any enviorment is astounding. The Name The name coyote is a Spanish alteration of the original Aztec name coyotl. The Latin name Canis latrans, meaning barking dog, was given to it by Thomas Say, who published a description of the species in 1833. Since 1967, its official name in the U.S. has been coyote. In some parts of the U.S. coyotes are called "brush wolves.† Wolves are much larger and hunt in packs. Description The coyote's ears are wide, pointed, and stick out. It has a tapering muzzle and a black nose. Unlike most dogs, the top of the muzzle on coyotes forms an almost continuous line with the forehead. The yellow, slightly slanting eyes, with their black round pupils, give the coyote a characteristic expression of slyness. The canine teeth are remarkably long and can inflict serious wounds. The neck is well furred and looks oversized for the body. The long tongue often hangs down between the teeth. The coyote regulates its body temperature by panting like most dogs. The paw, more elongated than that of a dog the same size, has four toes withfixed claws. The claws are not used in attack or defense. They are typically blunted from constant contact with the ground and do not leave deep marks. The male coyote is about the same size as medium German Shepard. It weighs from 9 to 23kg, has an overall length of 120– 150cm (including the tail), and stands 58– 66cm high at the shoulder. The female is usually smaller. The fur is generally a medium grey, darker on the hind part of the back where the black-tipped hair becomes wavy. Legs, paws, and the back of the ears are more yellowish in color; the throat, belly, and the inside of the ears are whiter. The tail, is darker on top and lighter on the underside. The color also depends of the season, and healthiness of the coyote. The coyote's fur is long and soft and well suited to protect it from the cold. Habitat The Coyote prefers to be in a brushy wet area like a bog, or swamp, Because of the high amount of food found in such places.

Cafo

If Pollen were to view Cafes purely from the aspect of Job reference, then he would find himself quite pleased with the operation. Cafes are doing a spectacular Job of comfortably feeding Americans and their ever-growing rate of meat consumption; they're satisfying at a satisfactory price tag too. Unfortunately, Pollen finds this seemingly great solution to easy and cheap meat too good to be true. He believes concentrated animal feeding operations may be feeding Americans more negative human health and environmental problems than any kind of positive factors.After my look Into the views and pollens of others, I thoroughly agree with him. It doesn't take much effort to visualize a place housing thirty-seven thousand objects of any sort to be anything but a comfortable environment-?let alone thirty- seven thousand large, living, farm animals. When there are such a high volume of animals in such a â€Å"concentrated† space, health complications would naturally occur. Pollen state s, â€Å"What keeps a feedlot animal healthy-?or healthy enough-?are antibiotics†(78).Some of the antibiotics you can expect seasoning your next pork chop include (but not limited to): erythrocytes, clinician, tetracycline, Virginians, ND pantomimic. All of said antibiotics, with the exceptions of pantomimic, have been approved for use In Cafes by the FDA. Antibiotics are used In Cafes for either monomaniacal or clinical use. The monomaniacal usage of antibiotics Is used merely to promote the growth of healthy animals, versus clinically administering them In order to simply treat sick animals.It's nice enough for these operations to somewhat consider the wellbeing of the animals they're slowly gorging to death with food they arena evolved to stomach, but what repercussions are being felt in the human race? Pollen outlines-?very clearly-?a horrifying end result, â€Å"Most of the antibiotics sold in America today end up in animal feed, a practice that, it is now generally ack nowledged (Except in agriculture), is leading directly to the evolution of new antibiotic-resistant superb†(78). Vegetarians beware!Multiple studies headed by lead researcher Kellogg Schwab -?funded by The Johns Hopkins Center for a Livable Future-?proved that â€Å"†¦ Ingestion of pork products Is not the only pathway of exposure for the transfer of resistant organisms from swine to humans. Environmental pathways of exposure may be equally Important† (Schwab â€Å"Airborne† 137). CAFE animal manure, that Is often times reapplied to the land, can result in scattering of resistant bacteria. Inappropriate also lead to the spreading of said bacteria. After testing surface/groundwater, it was determined runoff can affect the waters surrounding concentrated animal feeding operations.Lead researcher confirms, â€Å"†¦ Bacteria in rural surface water and groundwater sources is important to human health because exposure to these sources could enable the transf er of resistant bacteria from swine to humans, contributing to the spread and persistence of antibiotic resistance† (Schwab â€Å"Antibiotic† 1040). Interestingly enough-?or disturbingly enough-?as the testing of said surface/ground water was being conducted, it was noted that a number of young children were seen ignorantly playing in the same water that was being sampled.They were swimming in the runoff of a CAFE; it was situated only 500 m away. The likelihood of these children becoming exposed to harmful microorganisms -?such as E. Coli-?is quite high. One of the participants of the ground/surface water study was the owner of a well, and that well was the sole provider of drinking water on the property-?prior to the establishment of the local CAFE. Once the CAFE was fully functioning the owner had the well water tested, and â€Å"the water was subsequently deemed unbootable† (Schwab â€Å"Antibiotic† 1044).The majority of my findings through-out the pro cess of surfing the numerous databases-?found on Boohoos-?were very supportive in the aspect of Pollen's argument. You would be hard-pressed to find someone enthusiastic about taking the platform opposing the idea of Cafes inflicting negative health and environment implications on the human race-?and the wonderful Earth that houses us. Somehow all of the factual data proving the negativisms of these operations aren't enough to UT an end to the madness.Apparently, appeasing the appetites of our nation's people takes precedence to our nation's health. After Pollen's up-close and personal experience with this nightmare of a place, he openly states that he couldn't ever imagine wanting to eat CAFE processed meat again. Meet I'm sure that after enough time goes by, and the stink of this place is gone from my nostrils, I will eat feedlot beef again† (84). Eat what you may, but remember you are what you eat; as Pollen would put it, â€Å"†¦ For you are what what you eat eats, t oo† (84). Works Cited Kellogg Schwab, et al.