Marketing and Ideas Essay

Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. B2B (Business to Business) Branding is a term used in marketing. B2B Marketing Plan – Goals & Objectives * Introduce my company to the market (develop company brand) * Introduce my products or services to the market * Introduce a new product/service to an existing market or markets * Introduce a new product/service to a new market? * Increase my market share * Stop market share erosion from competitors * Develop new market segments for my product/service * Increase profit margins * Improve my product service sales mix * Implement a new small business pricing strategy Differences Between B2B & B2C Marketing There are vast differences in business to consumer marketing, known as B2C, and business to business marketing, known as B2B. These two types of marketing differ in the mediums, strategy and techniques employed. They also differ in their approaches, with consumer marketing attempting to reach the most consumers as possible, while business marketing attempts to reach a small slice of target customers. Marketing Appeal * Consumer and business marketing use different strategies to appeal to their consumer base. Consumer marketing by definition is for the masses and appeals to base needs and wants. Whether it is for laundry detergent or a high-end watch, consumer marketing must play up the lifestyle-enhancement features of their product. Business marketing, on the other hand, appeals to practical concerns, such as cutting costs or growing revenue. For example, a software product that can eliminate manufacturing redundancies appeals to business owners’ desire to increase efficiency. Marketing Strategies * B2C and B2B marketers use different strategies to appeal to their  market segments. Consumer marketers try to capture the most â€Å"eyeballs† as possible, using metrics such as viewers, market share and pay-per-impression. Business marketers prefer to know that their target consumer is being reached and do not care as much about the total number of views. These marketers seek out niche publications, websites and TV shows that will be viewed mostly by a particular business segment. Advertising Mediums * Consumer and business marketers choose different mediums to reach their clients. For example, a business marketer would be eager to sponsor an industry awards show or trade conference. They might also advertise in a niche trade magazine. A consumer marketer, meanwhile, seeks to maximize exposure with the most widely viewed mediums. The Super Bowl, which brings in about 100 million viewers each year, is a consumer marketers’ dream. Product – vs. People-Driven Marketing A critical difference between B2C and B2B marketing involves the way the purchaser connects to the brand. Consumer-driven marketing is based on a connection with the product to drive the brand. Business marketing is based on the relationship between individuals to propel the brand forward. If you are choosing a corporate legal firm to represent your company, for example, you want to know and trust your attorneys. You need to meet them and gain a feel for the services they offer. On the other hand, consumer marketing is driven more by the price, quality and personal satisfaction that a product can provide. B2B Marketing Ideas Business-to-business, or B2B, products and services are a slightly different animal when it comes to marketing. Traditional means of marketing like cold calling and direct mail are not as effective. However, marketing to businesses is not impossible. With a few out-of-the-box tactics, like social networking and email marketing, you can still generate some rewarding results. I’ve listed a few ideas below. Email Marketing Email marketing currently boasts one of the highest returns on investments  (ROI) in the marketing arena–currently a whopping $43 for every $1 spent, according to the Direct Marketing Association. The old trend use to be to buy a huge email list and blast them with your message. But since the CAN-SPAM law has been enacted, it is now illegal to email people without their permission. However, there are still ways to grow an in-house email list that can generate results. Search Marketing * Many B2B companies are using search engine marketing, both paid and organic (not paid), to generate traffic to their websites and landing pages. While going to a phone book might be the â€Å"search† method of the past, doing an online search using Google, Yahoo or Bing is what people do now when looking for potential business clients. Social Media Marketing * Sites like Facebook, Twitter and LinkedIn offer businesses a variety of ways to provide valuable content, engage their audience where they are and generate referrals quickly. While some may think these sites are strictly for business-to-consumer (B2C) enterprises, the B2B presence is growing. LinkedIn, especially, is a business social networking tool. The popularity of these social networks stems from the huge potential for word-of-mouth. It’s all about creating a positive buzz online about your brand that draws people to you. Blogging * Previously just the online journals of the cat lady, blogs, or Web logs, are now big business. According to Technorati’s State of the Blogosphere report for 2008, they have indexed 133 million blogs since 2002, and they range from personal to business. Business blogging provides a way to showcase news and products, demonstrate your knowledge as a thought leader, and provide information that is valuable in your industry. Great content will pull visitors to your site, where you have the opportunity to develop trust and loyal customers. Conclusion * Marketing has not only made a fundamental shift from push (interrupt audience with your message) to pull (attract people to your message) marketing in the B2C arena, but in the B2B arena as well. The tips listed  above, when done correctly, can help draw business clients to your message, service, product and brand.

Awareness Of Sensory Loss Essay

In sensory loss (touch, mobility, vision, hearing) this can have a negative impact to an individual like for example in mobility an individual can experience poor mobility, leaning to one side or difficulty with their coordination, the individual may have difficulty to feed or dress themselves, or may not be able to participate in an activity and in some circumstances an individual may not be able to manage/maintain their personal daily living. Another is eyesight or vision, an individual who suffers from this disability may have a very hard time communicating or even to express themselves to what they want to do and what their wishes are without the help of another person. This case is the same with an individual who is deaf or have limited hearing. see more:identify the main causes of sensory loss Sometimes when you suffer from these disabilities, people easily judge you in a way that they try to seclude you or belong you to have a below average intelligence and assume that you cannot do or think for yourself or think the same as other people which may cause further illnesses for the individual such as depression, anxiety and isolation. There can also be a positive impact of having these disabilities because help is always available, aids and benefits are available to support you, there are care systems in place that an individual may use to support them with day to day living and encourage the individual to have a positive outlook on life, helping the individual lead as much as an independent life as possible which in the long run will ensure the individual is happy and secure. 1.2 Some steps that can be taken to overcome the negative factors could be; With an individual with sight impairment ensure the individual has their glasses on if prescribed, ensure the glasses are clean and the individual is able see through them. Ensure the area is clear of any obstacles to prevent the individual from tripping over or bumping into things, if the environment remains the same and items are not moved the individual may find it easier to move around as they will be familiar with where things are and will be able to avoid them. An individual who has a hearing impairment may find it easier to hear you if they are taken in to a quiet and well lit environment  to talk, also ensure the individuals hearing aids are in and working and the volume is turned up to their liking. Always make the individual aware of different groups and organisations that can help them, ensure people include the individual when they can instead of talking over them or leaving them out of activities as if they are not there. If this does happen then challenge any discrimination and explain why it is wrong. 1.3 People placing limitations on an individual with sensory loss can be disabling, for example, believing that a blind/poor sighted individual can’t manage alone or can’t see what others are doing toward them or others, or that of a deaf/poor hearing individual are funny because of the way they talk or are mocked for continually asking for a person to repeat themselves. These attitudes and beliefs can prevent the person being including in society as an equal. This can then have a negative effect on the individual which can cause a chain reaction of mental illnesses such as depression, anxiety and isolation. 1.4 You can overcome disabling attitudes and beliefs in sensory loss by challenging discrimination immediately and explain why it’s wrong, model good practice. You can also get involved in social activities that promote positive attitudes. Outcome2 2.1 Sight loss – Always identify yourself to the individual and ensure you make it clear that you are speaking to them and not someone else, they can’t read your body language so you need to be clear about your meanings and directions etc. A noisy environment can make it difficult for them to concentrate on your voice so it may be better to try reduce background noise. Hearing loss – Be respectful to the individual when trying to get their attention e.g. use a light touch on the arm, bend down to the individuals level so they can see your face, if they lip read they will need to see your face to be able make out what you’re asking them, you need to speak clearly at a normal pace and tone, you may need to be patient and repeat things. Deaf blind – some of the above plus you need to know the levels of deafness and blindness and their preferred method of communication. 2.2 Individuals with sensory loss such as hearing or sight can benefit from different types of effective communication. Individuals with hearing loss may benefit from using sign language or pictures to communicate. Those with sight loss may benefit most from vocal communication and touch. 2.3 Information can be provided in many different ways to an individual with sensory loss listed below are a few examples of ways information can be passed on to the individual, Sensory loss –braille, tape recordings hearing loss – British sign language, Makaton, visual aids e.g. pictures, lip reading. Deaf/blindness -, Braille is a system of raised dots which can be read by touch. The Moon alphabet consists of embossed shapes which can be read by touch. Objects of Reference are objects that have special meanings assigned to them. They stand for something in the same way that words do. Outcome 3 3.1 The main cause of sensory loss is aging, as we age our senses become less and less. Sensory loss can also be caused by an illness such as dementia or by having an accident and sustaining injury. 3.2 Congenital sensory loss means the individual was born with it, whereas acquired sensory loss is when the sensory loss has developed as is the result of ageing, serious injury or illness with the individual. 3.3 The percentage of the general population having sensory loss is 45%, according to http://www.sense.org.uk/content/research-deafblindness Sense estimates that there are around 250,000 deafblind people in the UK. Outcome 4 4.1 These are a few of the many indicators and signs to identify sight loss, hearing loss and deaf/blindness. Sight loss †¢Increased sensitivity to light and glare †¢difficulty distinguishing colours †¢Clumsiness, bumping into things in familiar surroundings †¢difficulty distinguishing objects from one another †¢holding books/papers close to face †¢regular headaches/eyes hurting †¢reduced night vision †¢Trouble reading small print i.e. on medications †¢difficulty recognising faces of family and friends †¢squinting when watching the television †¢loss of interest in hobbies such as needlework Hearing loss †¢difficulty hearing clearly when in a group conversation or noisy room †¢Asking people to repeat themselves all the time †¢people appearing to mumble when they are talking normally †¢not hearing the telephone ring or the door bell †¢having to have the volume on high on the television or radio †¢hearing better in one ear compared to the other †¢Adult voices easier to understand than children’ †¢getting tired or stressed due to having to concentrate harder when listening Deaf and Blindness †¢to response to sound or light †¢sensitive to being touched †¢difficulty making sense of surroundings †¢Withdrawal and isolation †¢developmental delay †¢use of other senses, taste, smell and touch, to gain information †¢personalised methods of communication 4.2 When concerns are raised regarding sensory loss or changes, the first course of action should be to contact their g.p, eye specialists who after examination may refer them to a specialist at the hospital for further hearing and vision tests. Outcome 5 If you are concerned about sensory loss or you know someone who is you can  report this to your carers, seniors, mangers if in a care home setting. Regarding individuals living in their own home you can seek advice or report the problem to your local g.p, social worker or speak to family members. There is a website called sense you can look on for help and support regarding sensory loss and you’d like advice and information about the support and services available, you can call Sense on 0300 330 9256 or email: info@sense.org.uk.

Speaking Spanish Has Always Been A Struggle

She played a huge role in teaching me how to speak Spanish. The only language she would speak to me while growing up was Spanish. As I grew up I never realized the method that was being used which was direct method until now. She was teaching me on how to communicate with others while speaking another language. My grandmother only spoke to me in Spanish though I had a rough time understanding and trying to speak it back to her, she was determined to teach me.The role of the teacher who in this case is my grandmother is to teacher me on how to become a communicator. Not merely to learn vocabulary or grammar but to know whom, when and what to say or how to ay certain things. The role of my grandmother was to acquire a learning system which was not focused too much on how to write or learn vocabulary but to learn the proper way to use Spanish first. The students role is to accept the corrections as well as absorbing and putting my Spanish speaking skills to test.Though till this day I a m not that great at speaking my second language, know the basic fundamentals of this language, my language in this case would be â€Å"Spangling†. This is where I incorporate both Spanish and English while speaking to Spanish speakers, which my grandmother isn't too fond of. One characteristic that is good for teaching Spanish would be proficiency, in order to teach a foreign language you must know the language yourself. One must learn how to speak it, read it as well as write it. It was easy for my grandmother to teach me because she was well educated in that language.She was able to exhibit a high level of accuracy in Spanish because of her background with the language. As for the learning process I was able to surround myself with other family members to communicate and improve in my foreign language. As well as watching my grandmothers intense Spanish wows which educated me more and taught me on how to express myself. The nature interaction between my grandmother and I wa sn't too bad, though I struggled in the beginning as time went by I was able to learn it eventually, not as good as I had wished though.It was harder for my because growing up because had a New Yorker accent so for some words had a hard time saying in Spanish, and for that my grandmother made fun of me but thought it was adorable. Plenty of corrections were made during my process of learning Spanish which better my knowledge and understanding in this language. While learning Spanish it was pretty difficult and frustrating especially since I had an accent which was harder for me to comprehend in also my sisters made fun of me because of it Especially when it came to rolling the Or's that was the most difficult part of Spanish was being able to roll letters.As well as learning on how to speak very fast in my language, normally all Spanish speakers have a tendency to speak very fast, still haven't gotten the hang of that but I'm learning. When speaking Spanish I have made plenty of mis takes but I was able to remind myself that it's okay to make mistakes, but to ask ND seek help from people who are great in speaking Spanish. Speaking Spanish in my household was and still is a must, the only way to communicate to my grandmother was through speaking Spanish.Especially since it is my second language it is important that I know how to speak it. Am also able to expand my horizons and know more and how my language works. It's not just about learning a new language and how to speak it but you learn about its culture as well. It's important so we can empathic with people in our country who struggle to learn English, so therefore learning more engages and about different cultures will help us develop more knowledge of other languages. The area of language that is emphasized are vocabulary and grammatical structure.Vocabulary is very important for every language especially so you're able to use it in the correct form. I know for myself whenever use the incorrect word while speaking to my grandmother she looks at me with a confused face and waits for me to correct myself. Vocabulary is an important factor because you want your sentences understandable while using the right terms. As for grammatical, its important to govern the compositions of harass, clauses and words so you can acquire a better sense of how to use these while speaking to an individual.As a child my grandmother would have me repeat every word after her in Spanish and once we did that, she told me what each word meant. Of course we started off with the easy terms first such as animals, fruits and parts on our bodies. As we did those every day as a child my vocabulary increased and little by little began to understand the basics, once we did that we moved onto the harder stuff. Learning different terms helped me improve in this engage and gave me a better sense on how to use them and when to use them. As only able to speak Spanish whenever I would see my grandmothers, or went to visit pe ople in my country. My native language which is English is Of course my strongest skill but speaking Spanish has given me the opportunity to explore more in my foreign language and not rely so much on my native language. The role of my native language should not be used when learning another language, should be able to get out of the habit of not depending so much on it and being able to be open to learning different languages especially my own language.

The Impact of Lee Alexander McQueen in the Field of Fashion Assignment

The Impact of Lee Alexander McQueen in the Field of Fashion - Assignment Example This essay stresses that the disctinctive style and innovative designs would be identified and the popular celebrities who have contracted his services would be revealed. Finally, a quick glimpse on this financial standing prior to his demise would be presented to evaluate the extent of his impact on the industry. Brief Overview of Lee Alexander McQueen Lee Alexander McQueen was considered one of the most inspiring and creative fashion designers of his time. He was born on March 17, 1969 in Lewisham, London. His birthplace was strategically contributory to being closely immersed in the fashion industry through the influence of great designers within his realm. In the foreword of the book written about him by Watt, Daphne Guinness described McQueen as a friend who has been allegedly referred as â€Å"the fashion world’s darling, its rebel and pioneer† . Other adjectives that described McQueen included: designer, architect, artisan, inspired fantasist, defiant, obsessive, among others. Another author, described McQueen as: misogynist, genius, angel and devil, romantic, rude, foulmouthed, influential, innovative, brat, and was acknowledged to allegedly call himself â€Å"a big fat queer†. What was controversial in McQueen’s life was that in the midst of his success as a fashion designer, he opted to apparently end his life on February 11, 2010, at the age of 40 through suicide just after the death of his mother. His remarkable contribution to the fashion industry could have been summed by Slone who indicated that â€Å"Alexander McQueen was a lauded British fashion designer who incorporated prominent images of nature into his designs, from gazelle horned jackets to bird-of-prey ball gowns. His work was both critically acclaimed and massively popular, and his designs are works of art in themselves, worthy of further examination†.

How does buy a cup of coffee from starbucks affect to the environment Dissertation

How does buy a cup of coffee from starbucks affect to the environment - Dissertation Example And number of store result in an increases or decrease in the waste disposal and hence it is having a positive relationship with each other. Population also can directly affect the quantity of solid waste piled up in a locality and it can add job to the management of municipal solid waste .If the population increases or decreases, the waste disposed also increases or decreases so it shares a positive relationship with dependent variable. Total food expenditure does not directly affect the management of Municipal solid waste and is sharing a negative relationship with dependent variable. However , the recycling mandate is directly related with the dependent variable as the laws passed by the legislation can effect in increase or decrease in the work load of management of solid waste disposal. If a law restricts the Starbucks from disposing non recyclable materials, then it directly affects the dependent variable and hence it shares a positive relationship. Same is the case with the co rporate tax as it is immediately affecting the revenue of the city and hence provides a financial assistance to the municipality in managing the solid waste disposal. So it shares a positive relationship with the management of municipal solid waste.

Report on photosynthesis lab Example | Topics and Well Written Essays - 2000 words

On photosynthesis - Lab Report Example Classically the effects of temperature on photosynthetic rates follow a parabolic relationship, with rates being low at extremely low and high temperatures and high at moderate temperatures (Rabinowitch and Govindjee, 1969). Consequent to this relationship, plant growth and productivity is often limited by extremes of temperature, with either too low or high temperatures affecting the growth and productivity of plants (Rabinowitch and Govindjee, 1969; Govindjee, 1975). Obviously it appears that extremes of temperature could adversely affect the apparent photosynthetic rate of leaves. Further, while tissue respiration rates may remain unaltered under extreme temperatures, decrease in the photosynthetic rates can lead to a negative carbon balance in the plant (Hipkins, 1987). Under such conditions, the growth and productivity and consequently the adaptability of plants would be jeopardized. These arguments pre-suppose that plant species in nature have an optimum temperature at which th eir photosynthetic rates are maximized. Extreme temperatures either too low or too high depress the photosynthetic rates. In recent years, there has been renewed interest in evaluating plant responses to elevated temperature owing to the green house effect. In this paper we explicitly examine the hypothesis that within a limited range of temperatures, the photosynthetic rates of leaves would scale positively with temperature. We discuss the results in the light of existing knowledge on the role of temperature in influencing apparent photosynthetic rates in species and how such relation could have implications for plant growth and productivity. Materials and Methods Rationale of the experiment The experiments were performed on spinach leaf disks. Leaf disks contain spongy mesophyll layer of cells, which largely comprise of large air spaces. By depleting the air spaces under vacuum, the leaf disks sink in water. However, under sufficiently lighted conditions when the leaf disks photosynthesize, the air spaces are refilled with oxygen (a product of photosynthetic oxygen evolution) and tend to float again. The rate at which the leaf disks begin to float can be used as a surrogate measure of the photosynthetic rate of the leaf disks. Thus leaf disks that fail to float are those in which photosynthetic oxygen evolution has not occurred (and hence in which photosynthesis is absent). On the other hand and keeping everything else constant, it can be inferred that leaf disks that float slowly are those were the photosynthetic rates are relatively slow compared to disks that float rapidly. Preparation of leaf disks for incubation Leaf disks were made using a hole puncher. About 60 leaf disks were prepared from 2 or 3 fresh leaves of spinach at each effort. With the help of a surgical syringe, air was removed from the spongy tissue of the leaf disks by creating vacum and replaced with sodium bicarbonate solution (0.2 percent w/v). After this process, most of the disks sink to the bottom of the syringe, indicating that in these disks the air spaces were successfully evacuated and replaced with bicarbonate solution. Disks that remained afloat were discarded. The sunken disks were transferred to fresh sodium bicarbona

European Union Enlargment Essay Example | Topics and Well Written Essays - 2500 words

European Union Enlargment - Essay Example It will also discuss that the process of regulatory management has become more difficult, which entails greater emphasis on the principle of mutual recognition as the main tool for ensuring freedom of movement of goods and services. However, mutual recognition has its limits and is likely to be less effective the more diverse the countries involved. The challenge facing the Union with the start of the eastern enlargement, the first wave of which was decided at the end of 2002 and implemented during 2004-2006, cannot be underestimated. A region of about 100 million inhabitants was integrated into the EU. Populations deeply rooted in European history had become part of the continental polis, yet these same populations emerged from almost half a century of Soviet domination and planned economy only just over ten years ago. A complex net of similarities and differences make the eastern enlargement something quite different compared to previous episodes of EU expansion. The first point relates to the relative level of economic development in the Eastern European countries. The second point is a reflection of the particular historical circumstances of these countries. The second, third and fourth features are very much linked to the necessary conditions for successful re building of the EU and the steps that have been taken to meet those requirements. The previous two enlar... The second point is a reflection of the particular historical circumstances of these countries. The second, third and fourth features are very much linked to the necessary conditions for successful re building of the EU and the steps that have been taken to meet those requirements. Enlargement and the Level of Income in the Applicant Countries The previous two enlargements were, first, to the South, and then, to the North. The accession of Greece, Portugal and Spain in the 1980s brought relatively low-income partners in the Union, and this changed the economic geography and the budgetary structure of the EU. However, both the population dimension and the average income gap of the countries then involved in the southern enlargement were about half those relating to the newest members. The Northern Enlargement of the 1990s actually raised the average per capita income of the EU, and the accession of Austria, Finland and Sweden brought a net positive contribution to the Union's budget. This time the picture is completely different. The incoming members of the EU are, and will be for quite a few years, significantly poorer than the existing members. Their average wages are lower than in the incumbents; hence there could be an incentive for workers to move westward, and for capital to go eastward. Their core inflation rates will be higher due to structural transformation and their net contribution to the EU budget will be persistently negative. Of course, all this will impact on a number of EU policies and institutions, in the fields of migration and border flows, financial and budgetary provisions, monetary policy and the working of the ECB and trade and investment flows.

Compare the methods of mentoring described by Dancer (2003). Which Essay

Compare the methods of mentoring described by Dancer (2003). Which method do you consider to be more effective - Essay Example 24), comprising of three stages. On the other hand, the Five C Model has five stages somehow similarly patterned after the former model. Both models are flexible and allow the mentee to act by himself or herself with the mentor’s guidance. However, the Five C model is said to be simpler, probably because it could be applicable in more specific problems, compared to the generality of the Skilled helper model. Personally speaking, the Five C model is seen to be more effective than the Skilled Helper Model. The former is simpler to use and works in a cyclic manner. The mentee, with the mentor’s guidance, will easily go back to the challenges stage once his or her plans encounter lapses that would not achieve future goals. In the latter model, however, stages are overlapping and tend to be broad in structure compared to the other, even in the presence of a mentor. Although the Five C model is seen to be more efficient, the choice of using which model would depend on what is suitable to the mentee or situation. References Dancer, J. (2003). Mentoring in healthcare: theory in search of practice? Clinician in Management, 12, 12-31. Gopee, N. (2008). Mentoring and supervision in healthcare. Thousand oaks, CA: Sage.

Assingment 3 Assignment Example | Topics and Well Written Essays - 500 words

Assingment 3 - Assignment Example A favorable relationship allows the manager to have a task structure that is highly formed and he is able to punish or reward the employees. An unfavorable relationship is usually associated with a poor task structure and the leader has limited authority. 3) Positioning power-, this variable usually measures the amount of power and authority that a manager perceives the organization has granted him for the purpose of rewarding, directing, and punishing of subordinates. Positioning of managers usually depends on the increment of the decision making power of employees. Path goal is a theory that was developed in order to describe the way leaders are able to support and encourage their followers in the achievement of goals that have been set by making the path of success easy and clear (House, 1996). The leader in this case is supposed to, This type of leadership involves the consideration of the follower’s needs, showing concern for their wellbeing and the creation of a working environment that is friendly. This will include the increment of the self-esteem for the followers and enhancing job roles to make work more interesting. This usually works best in a scenario whereby the work is hazardous, boring, or stressful. Directive leadership is the kind of leadership whereby the leader tells the followers what is supposed to be done and helps in guiding them along the way. This will include schedules for specific work and specific time. This involves the consultation of followers and asking for ideas and considering them in the process of decision-making. This approach usually works best in a situation whereby the followers are experts in a certain field. This involves the setting up of goals that are challenging for self-improvement and at work. In this case, high standards are usually expected and demonstrated. The leader should show faith in capabilities of the follower. This approach is best in a complex job

Plastics Essay Example for Free

Plastics Essay From the mid-1980s onwards, plastic bags became common for carrying daily groceries from the store to vehicles and homes throughout the developed world. As plastic bags increasingly replaced paper bags, and as other plastic materials and products replaced glass, metal, stone, timber and other materials, a packaging materials war erupted, with plastic shopping bags at the center of highly publicized disputes. Although few peer-reviewed studies or government surveys have provided estimates for global plastic bag use, environmental activists estimate that between 500 billion and 1 trillion plastic bags are used each year worldwide. Plastic has replaced the traditional material (paper/cloth etc) as packing and carry bags because of cost and convenience which is possibly a wrong choice of material for such use. Even though plastic bags can preserve food and can be used for growing vegetables in a controlled environment, their method of disposal has creates unprecedented pollution problem. Plastic has many more uses other than Plastic Bags and Packing material. It is used for manufacturing of protective covers and parts for many machines, which should be the preferred utility for plastic. More than a 100 million tones of plastic is produced world-wide each year. Though plastics have opened the way for a plethora of new inventions and devices it has also ended up clogging the drains and becoming a health hazard. Many countries, including India, are trying to increase the amount of plastic that is recycled. But commercial interests create hindrance for effective legislation to remove plastics from goods where they can threaten public health. Also there is a clear trend of shipping off the plastic waste of developed countries to under develop and developing countries. India imported 7,841. 8 metric tonnes of plastic waste from the US in the first half of 1994. India is the fourth highest Asian importer of plastic waste behind Hong Kong, Philippines,Indonesia. Environmental pollution caused by routinely used polythene packaging materials; it would be prudent, for the present, to use eco-friendly paper packaging. The manufacturers of plastic packaging like soft drink bottles/mineral water bottles etc must come forward and develop appropriate methods of disposal/own responsibility for disposal. Plastic bags were found to constitute a significant portion of the floating marine debris in the waters around southern Chile in a study conducted between 2002 and 2005. If washed out to sea, plastic bags can be carried long distances by ocean currents, and can strangle marine animals or, if ingested, cause them to starve to death. [8] Numerous deaths among animals such as sea turtles and dolphins have been attributed to the ingestion of plastic marine litter, which includes plastic bags. Littering is often a serious problem in developing countries, where trash collection infrastructure is less developed than in wealthier nations. The relatively limited adoption of modern biodegradable plastic bags means that many older landfills are filled with large, persistent deposits of non-degrading bags. It is, however, possible that in the future these deposits could be mined and reprocessed to replace dwindling raw material resources. In recent times due to widespread awareness drive by NGOS and government and to lesser extent by educational institutions has resulted in increasing the consciousness among few shopkeepers they have shifted back to the old system of wrapping up goods in paper bags or newspapers, Some people are slowly getting habituated to going to the market with cloth bags. Besides a few NGOs, even school students have come forward to take up a promotion campaign for the use of paper or cloth bags. Each year, as industry produces more and more nonessential products individually and excessively packaged, we throw away more and more trash. To a large extent, our garbage problem is a result of a corporate ethic that puts profits before people and the environment. Industry is pushing disposability because it pays. Plastic razors can only be used a few times before disposal, then more must be bought, making the plastic and razor industries rich and happy. Appliances designed to become obsolete guarantee youll have to buy new ones next year. Over 84 percent (by weight) of municipal solid waste could be reused, recycled or composted instead of being buried or burned. An exception is plastic, which comprises about 7 percent by weight or 20 percent by volume of municipal solid waste. Due to technical and financial limitations, less than ten percent of plastic is currently recycled. Furthermore, plastic recycling only defers the plastic disposal problem, since most plastic items can only be manufactured from virgin plastic. Recycled polystyrene foam (also known by the brand name Styrofoam) can be used to build marine docks but not to make a new polystyrene foam cup. New plastic will have to be produced from non-renewable oil stocks to make those cups, and eventually all the plastic will have to be disposed of. Last February 21, 2011, the province of Albay, spearheaded by Gov. Joey Sarte Salceda became the first in the Bicol region to ban the use of plastic bags. Provincial Ordinance No. 011 – 3, which is also known as the â€Å"Anti – Plastic† Ordinance of the Province of Albay, prohibits the use of plastic bags on dry goods and regulating the use on wet goods and prohibiting the use of Styrofoam and other synthetic materials harmful to the environment. The ordinance, signed into law by the governor and lauded by the members of the Sangguniang Panlalawigan is expected to eradicate the use of plastics bag by any means. As cited in Section 2 of the ordinance, the law is for the compliance of all business establishments, groceries, department stores, supermarkets, chain retailers and sari-sari stores in the province. Likewise, utilization of alternative packaging materials such as woven native bags (bayong), reusable cloth, shopping bags (katsa), paper bags and other similar materials is encouraged. It is also a known fact that many of those plastic bags that shop owners used to pack their merchandise often ended up in streets. The hazards plastic pose for the province are numerous. Albay being a favorite spot of natural disasters is at risk with the threats of excessive use of plastic products. Also, the province gets littered by plastic bag garbage presenting an ugly and unhygienic seen. The soil fertility deteriorates as plastic bags form part of manure remains on the soil for years. This new ordinance should be taken sincerely because this not only speaks for the lives at stake but for the environment of the next generations as well. Large food chains like McDonald’s, Jollibee and others should start to ban Styrofoam packages among their products. Large supermarkets should take the initiatives and act upon the given law and use alternatives to pack the purchase of their customers. They should also convince customers to bring their own reusable bags when they go shopping. Educational programs anchored to the ordinance should also be created to be able to grasp the students’ awareness about this law. They should be educated as early as in primary years that they may become fully aware of it. Massive campaigns like door-to-door information drive, barangay seminars and other promotions using quad media will be helpful in the realization of the law. Furthermore, environmental awareness of each individual should be encouraged as well.

Social Construction of Gender Essay

Social Construction of Gender Essay Heteronormativity is the cultural bias or the view that puts clear boundary between male and female, which emphasizes normal sexual and romantic relationship between two genders. As freshmen in college, I have a friend name Joe whom I did not expect him to be gay. At first, I thought it was impossible him to be gay. But as he began to have boyfriend, I began to see people around them and the society viewed him as abnormal and weird. For example, his parents told him to be straight in order to emphasize about being normal. There are social boundaries to people who are not straight and the society encourages people to be Heteronormative. Therefore, Heteronormativity is a fixed view about living and having normal thoughts about sexuality and gender role. Prompt 1: Gender Construction in our society Gender Identity can be defined by the way people act as a male and female, which males have different sets of mind about something that females do not. Even though man and woman have difference in physical part, People learn more about their gender identity through experiences since their childhoods to until they get old. There are many biological differences in both men and women, but it does not have impact on how gender shapes in peoples lives. If gender did not exist in our society, I am pretty sure there would be gender confusion where many females would be considered as male, and many males would be considered as females. There are many sociocultural factors that have influenced on gender role. Since the social construction of gender is mainly formed by the gender rule and stereotype in our society, gender identity is constructed by the representation of gender norms in mass media productions, parental expectations about gender identity, and the beliefs of different religious t raditions about gender. In todays society, Mass Media Production like movie, video games, and magazines influenced so many young males and females and also some older people. For example in the movie clips Miss Representation(2010) , clearly portrays how women should act around people and in society. In the movie Miss Representation, the women are shown as sexually explicit figure toward the audiences and also emphasize how women should look like in order to satisfy gender role. Because many women are shown in negative way for most of time, people actually think that women are exactly like in the movie or magazines, which is not true. This movie was trying to say that people are heavily influenced by media. All of people watch TV every single day, and many of them enjoy watching movie. By watching them, they unconsciously think about the actors or models and form their gender roles. In the reading Breaking the Model, the author said I wanted to be popular, like the typical girl o n TV. I wanted to be thin- to fit in. (Rodriguez, CP 54). Due to the fact that many of women want to look sexy, beautiful, and thin, they see the model as their dream and it motivates them to be like them, which could cause in eating disorder and depression. They desire to fit into certain group of the society in order to feel good and superior about themselves. On the other hand, the producers of media know what teens like and purposefully make media productions that appeal to them. Finally, the media gradually forms peoples thoughts about their genders by emphasizing that they should look like them. The social construction of gender is caused by the expectation of people and the way society view people. Since the childhood, everyone received certain expectations from their parents and relatives to be either grown up as normal masculine male and feminine female. In the reading from Night to His Day, it said that In social interaction throughout their lives, individuals learn what i s expected, see what is expected, act and react in expected way, and thus simultaneously construct and maintain the gender order. (Lorber, CP 14). Unlike media effect on gender identity, children learn their behaviors and form their minds by listening to their parents and other people. For example, some boys learn to be male by playing tough sports like football. Additionally, girls learn to be female by imitating the way their mothers dress and act. It would be weird for people to act in unexpected way and might result in isolation from the family and the society. In the reading Why Boys Dont Play With Dolls, it said that a girl with a doll and a boy with truck explain why men are from Mars and women are from Venus, why wives do housework and husbands just dont understand (Pollitt, CP 18). Since childhood, we modeled our parents and acted according to what they told us to do. There are gender rules which states that male has to act in certain way and female has to act in another w ay. Because gender stereotype and expectations existed and people kept acting in expected way for long period of time, people were able to form gender identity by modeling and following their ancestors. All of these would demonstrate how our social norms have big impact on gender expectations for people. Lastly, religious view toward gender would form the social construction of gender and could lead to discrimination about gender, especially toward female. As right now, there are few countries where sexism is still going on against women due to the cultural and religious view among people. In many countries, Women are treated differently than men in various ways. For example in the reading Night to His Day, the author wrote that In societies that create the greatest gender difference, such as Saudi Arabia, women are kept out of sight behind walls or veils, have no civil rights, and often create a cultural and emotional world of their own (Bernard 1981) ( Lorber CP, 15). Because Sau di Arabia had this belief for long time, the people just think this as religious belief that came from their parents or ancestors. In most of countries, women are seen as weak and emotional through religious belief that was viewed by the society, which lead to certain type of gender identity. Many of religious belief like Catholic and Muslim emphasized about transgender and homosexuality. According to religious belief of Catholic, it emphasizes people not to change their gender through surgical treatment and marrying a same gender. If they disobey the rule of religion, they would lose respect from other people and feel they are not worthy enough to believe in that religion by the fact they did not follow the gender rule in society. It is important to understand that people have high tendency to conform among groups, and it would result in following normal cultural and religious belief toward gender identity and role. Gender is mainly formed by our social construction and each indivi dual is impacted by people and objects they encounter every day in their lives. It is not possible to just form our gender based on body difference between men and women because it does not do anything to our mind and habits. As people grow up from childhood, they begin to actually see how it feels to be fit into the right gender identity group through media production they encounter, expectations from other people that caused from gender stereotype, and religious value of each country. Therefore, I strongly agree that the sociocultural experiences have huge impact on individuals gender identity through the gender rule and gender stereotype.

Joseph Conrad: An Innovator in British Literature Essay -- Conrad

Joseph Conrad: An Innovator in British Literature      Ã‚  Ã‚   Joseph Conrad’s innovative literature is influenced by his experiences in traveling to foreign countries around the world. Conrad’s literature consists of the various styles of techniques he uses to display his well-recognized work as British literature. "His prose style, varying from eloquently sensuous to bare and astringent, keeps the reader in constant touch with a mature, truth-seeking, creative mind" (Hutchinson 1). Conrad’s novels are basically based on having both a psychological and sociological plot within them. This is why Conrad’s work carries its own uniqueness from other novels when being compared to his.    Examples of Conrad’s literature include novels such as Heart of Darkness, Lord Jim, and The Secret Agent. Heart of Darkness is basically based on his own experiences, but Conrad also adds fiction into this particular novel (Dintenfass 1). It has been said that Conrad’s style of writing is described as "...life as we actually live it...[is] to be blurred and messy and confusing-- and the abstract ideas...[of] actual experiences can sometimes produce in us, or in that part of us, anyway, which tries to understand the world in some rational way." Acquiring this from the novel gives the reader a psychological perspective in that they are receiving feedback in a conscious way such as a hallucination or a phantasm (Dintenfass 2). Readers have curiously questioned the purpose of his novels such as Heart of Darkness, but the answer is quite simple. "[The] purpose is to get the reader to re-live [any] experience in some [significant] and concrete way, with all its complexity and messiness, all its darkness and ambiguity, intact" (Dintenfass 3). An addi... ...n, eds. Twentieth Century Literary Criticism. Vol. 1 Detroit: Hale Research Co., 1978. Dintenfass, Mark. "Heart of Darkness: A Lawrence University Freshman Studies Lecture." 14 Mar. 1996. *http://www.acsu.buffalo.edu/~csicseri/dintenfass.htm* (2 Feb. 2000). Draper, James P., ed. World Literature Criticism: 1500 to the Present. Vol. 2 Detroit: Gale Research Inc., 1992. Hamblin, Stephen. "Joseph Conrad’s The Secret Agent." *http://www.ductape.net/~steveh/secretagent/* (2 Feb. 2000). The Hutchinson Encyclopedia. 1999. 2 Feb. 1999. *http://ukdb.web.aol.com/hutchinson/encyclopedia/72/M0013572.htm Magill, Frank N., ed. 1,300 Critical Evaluations of Selected Novels and Plays. Vol. 2 Englewood Cliffs: Salem Press Inc., 1976. Stein, Rita, and Martin Tucker, eds. Modern British Literature. Vol. 4 New York: Frederick Ungar Publishing Co., 1975.

The Moral Issues of Freenet and Online File Sharing :: Internet Technology Computers Essays

The Moral Issues of Freenet and Online File Sharing The internet today is a vast network that contains nearly limitless amounts of information and media. With this immense amount of data at our fingertips, the line between right and wrong has begun to blur. The illegal downloading of copyrighted material has exploded in recent years, but a larger issue looms over the current copyrighting frenzy. It is that of the preservation of free speech in cyberspace. Should the government be allowed to limit our access to "unsuitable content"? And to what degree? These are not easy questions to answer, nor should they be. Similar questions have been raised throughout history. Freenet is a program that has been developed to provide an answer to the aforementioned question with a definite no. The following essay will explain what Freenet is and how it fits into the free speech debate and future of the internet. In this essay I will discuss the following: †¢A quick history of free speech on the Internet †¢An explanation of Freenet †¢How Freenet functions †¢Freenet's role in the future progression of the digital age †¢The illegal usage of Freenet Free Speech and the Internet The first amendment to the constitution reads: "Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances." (Constitution) We as Americans have the right to speak our minds. We are able to criticize the government and voice our opinions in the form of voting and political debate. This is not only a right, it is vital for the survival of our country. The internet is no stranger to free speech debates. In early 1996 the Communications Decency Act was passed. This act prevented "indecent" and "patently offensive" content which included profanity and many works of classic literature that contained such material. No less than 6 months later, the CDA was ruled unconstitutional by the Supreme Court. In 1997 the Supreme Court granted the Internet full protection under the 1" amendm ent entitling it the same freedoms of print media. Two sides are now battling on a new front: the abuse of 1" amendment in cyber space through the exchange of illegal material. I will discuss this issue in more detail later.

Saving The Animals? :: essays research papers fc

Saving the Animals? In Buffalo New York on October 23rd of last year, Dr. Barnett Slepian was murdered. He wasn’t killed because of his financial status or because of a dispute he had with a patient. Someone who never really knew Dr. Slepian, someone who never met his family, a person who didn’t agree with Dr. Slepian’s job, took his life. This is a great example to show how a disagreement in ideology can lead to actions that no one has the authority to take. An animal liberator bombing a meat processing plant is like the pro-life activist killing the doctor who performs abortions. Both of the actions don’t achieve the results that are intended, they both claim that they help save the lives of the innocent, and they are both hypocritical. The results that are wanted can not be achieved through causing pain and suffering to the opposing party. When a sniper took the life of Dr. Slepian he was trying to move the cause of pro-life forward. The end result was not what he had wanted; the medical community was outraged and the people who believed in the right to choose strengthened their resolve. This quote by Dr. Henry Morgentaler, the country’s best-known pro-abortion crusader, illustrates this point very accurately. "This is a sign of the moral bankruptcy of the so-called pro-life movement. It bespeaks their frustration and rage at the fact that they have not been able to convince the public of the rightness of their cause," (Cnn 2) The frustration that Dr. Morgentaler mentions is even further enhanced when the pro-lifers see that their cause is regressing from public empathy. The example of the murder of Dr. Slepian is a good analogy to what the bombing of the meat processing plant would cause. The people in the factory would be massacred and the people who don’t support the cause of animal liberation would be outraged. The intended result of lower consumption of animal meat would not be achieved because the pub lic would not see the righteousness of the cause; and where there is demand for meat there will be suppliers to meet the demand, this is a basic law of economics. Even if the bomber would bomb every single meat-processing plant in the country, intrepid businessmen would find ways to meet the demand in the country. Murder has always been an unacceptable action in modern society.

Attack on Pearl Harbor Essay

Attack on Pearl Harbor was a surprise military strike conducted by the Imperial Japanese Navy against the United States naval base at Pearl Harbor, Hawaii, on the morning of December 7, 1941. The sneak attack sparked outrage in the American populace, news media, government and the world. On December 8, President Franklin D. Roosevelt addressed the American Congress, and the nation, to detail the attack. The attack took place before any formal declaration of war was made by Japan, but this was not Admiral Yamamoto’s intention which he thought that the attack should not commence until thirty minutes after Japan had informed the United States that peace negotiations were at an end. It was intended to neutralize the U.S. Pacific Fleet, and hence protect Japan’s advance into Malaya and the Dutch East Indies, where it sought access to natural resources such as oil and rubber. It was also an action in order to keep the U.S. Pacific Fleet from interfering with military actions the Empire of Japan was planning in Southeast Asia against overseas territories of the United Kingdom, the Netherlands, and the United States. The base was attacked by Japanese fighters, bombers and torpedo planes in two waves, launched from six aircraft carriers. All eight U.S. Navy battleships were damaged, with four being sunk; which two were raised, and with four repaired, six battleships returned to service later in the war. There were 188 U.S. aircraft that was destroyed; 2,402 Americans were killed and 1,282 wounded, and Japanese losses were light: 29 aircraft and five midget submarines lost, and 65 servicemen killed or wounded. The attack came as a profound shock to the American people and led directly to the American entry into World War II in both the Pacific and European theaters and the next day United States declared war on Japan. The attack had several major aims which were it intended to destroy important American fleet units, thereby preventing the Pacific Fleet from interfering with Japanese conquest of the Dutch East Indies and Malaya, it was hoped to buy time for Japan to consolidate its position and increase its naval strength before shipbuilding authorized by the 1940 Vinson-Walsh Act erased any chance of victory, and it was meant to deliver a severe blow to American morale, one which would discourage Americans from committing to a war extending into the western Pacific Ocean and Dutch East Indies. To maximize the effect on morale, battleships were chosen as the main targets, since they were the prestige ships of any navy at the time and the main intention was to enable Japan to conquer Southeast Asia without interference. On November 26, 1941, a Japanese task force, of six aircraft carriers departed northern Japan route to a position northwest of Hawaii, intending to launch its aircraft to attack Pearl Harbor. 408 aircraft were intended to be used: 360 for the two attack waves, 48 on defensive combat air patrol including nine fighters from the first wave. Before the attack commenced, two reconnaissance aircraft launched from cruisers were sent to scout over Oahu and report on enemy fleet composition and location. Another four scout planes patrolled the area between the Japanese carrier force and Niihau, so they could prevent the task force from being caught by a surprise counterattack. At 6:00 a.m. on 7 December, the six Japanese carriers launched a first wave of 181 planes composed of torpedo bombers, dive bombers, horizontal bombers and fighters. The first wave approached land, and one at least radioed a somewhat incoherent warning and other signs were ships off the harbor entrance were still being processed or awaiting confirmation when the attacking planes began bombing and strafing. The second wave consisted of 171 planes and 90 minutes after it began, the attack was over 2,386 Americans died and 1,139 wounded there were 18 ships that sunk or run aground, including five battleships. Several Japanese junior officers urged Nagumo to carry out a third strike in order to destroy as much of Pearl Harbor’s fuel and torpedo storage, maintenance, and dry dock facilities as possible; and the captains of the other five carriers in the formation reported they were willing and ready to carry out a third strike.

Education Key to Success Essay

In the 21st century technology should replace traditional teaching methods in order to stimulate student engagement. As social networking becomes more and more famous and teachers have to compete with something they Just don’t have the right tools to fight them with the fight is Just unfair. With all the modern technology that todays students are surrounded with their attention spans have drastically decreased and with entertainment at the touch of a button away from them it becomes very hard to keep a class of 30 students entertained for an hour and as time passes by this will gradually get more and more orse. I am personally a very geeky technical person to me computers are like real life people who talk to you and guide you as long as you ask them right questions. I have started depending so much on computers that whenever I need help rather than asking my teacher I look it up on google because it is so much faster and easier to do but that information is not always true. I think the solution to this problem isn’t to completely get rid of todays teaching methods or not allow students to use their technological devices at all I think the solution is a medium between these two paths o that the teachers have an easier time teaching and students find it more enjoyable to learn education materials. I think todays use of power points in lectures makes it so much more easier for teachers to make their lesson plans and for students to access them later on whenever they need it. But for a couple of years that is where it’s been stuck it power points get more and more fancier but they aren’t necessarily helping the students engage into the material that they are learning in class. I think school district should have a set amount of money put aside for labs and competitions where students can ruly discover their talents. I think science classes in high schools are kind of pointless where students never actually get to experience how it truly feels like to be a scientist that thrill of having succeeded in performing a lab right is Just a fantasy to them which rather than doing it themselves they watch others do in their science class on the projectors. Parent support is also necessary for these type of activities they are always worried about keeping their children safe and not exposing them to dangerous things but the truth of the situation is that the world is unpredictable and hat isn’t necessarily good or bad but they also have to encourage students as well as teachers to be creative with their work. One of the rising problems the education system is facing today is the low standards set in math classes. Students have such a hard time in math today and rather than pushing themselves to try and work harder students take out the easy way and only fulfill the required math classes that they need to take some even avoid taking math classes if possible and pursue careers where they don’t have to do any math at all I am not an expert but Just from personal experience I think math after pre-calculus ust becomes so abstract that I stopped seeing the real life applications of pre- used to love math when I was in elementary and middle school but that all changed once I took pre-calculus what once used to be my best friend was now my sworn enemy I would do anything to avoid doing math homework I understood the concepts that was never the problem but I always knew where it would end everyday me sitting in front of that same smart board everyday seeing the teacher solve problems and asking him every day where in real life I could apply it to use and the answer would always be the same â₠¬Å"Oh you need this for higher level hysics† or â€Å"Oh you use this in engineering† I had grown so bored of these redundant answers that I completely shut myself down in my math class. I knew the math I was learning in class was to be appreciated it was Just ingenious but I never understood its purpose in MY life so I never bothered with it. And I am sure that I am not the only one my friends would complain about the amount of math homework they had to do each day and how much they regretted having taken a math class that year but I think it can all be changed if the students were Just given something more tangible to nderstand not some strange concepts that brilliant mathematicians had worked their lives on using proofs and theorems that I cant even begin to pronounce. Another problem in todays education system is the need for results everyone wants higher test scores no matter what and scientific research has proven that tests don’t necessarily show if you understand the concept or not it’s Just how good of a test taker you are. This is causing a lot of psychological issues in todays students they are all awfully stressed out right before a major exam or test and that stress later on leads to medical conditions. I think we need to rethink our approach to tests they don’t fulfill their purpose yet they are valued so much. I think I might have a simple solution for that problem rather than wasting money on standardized tests schools across the nations should have and end of the year project varying from subject to subject which would actually show how much of the material that they have actually learned and how much of it have they retained. Tests today are Just unfair to most of the kids they are not only timed they are â€Å"State Standardized† so whatever material that your teachers didn’t go over is also put in the test it can result in loss of onfidence early on in the test totally ruining the students test scores. Last but not least the final problem I want to address in this essay is the motivation that the students lack which can either be the result of teaching material or teaching method either way resulting in a loss of years and years of education. Students all around the world already know what they want to become the second they leave high school they have been exposed to all the subjects enough but in U. S we barely scrape the top of the iceberg over 80% of college bound students go undecided into college t isn’t necessarily bad but they waste years doing something that though they liked in high school but end up changing their major I think students can reach their potential faster if the standards in high school are increased every year or so. The more the students are exposed to different kinds of learning materials the easier it is for them to find what they truly like once they leave high school. it is used that might make it look that way but if technology were to combine with education the results would open up unbelievable opportunities for teachers and students.

Primary Education in Sub Saharan Africa Essay

| Primary education and enrolment levels in sub-Saharan Africa remain a major development issue in the 21st century. The region has seen levels of primary enrollment climb from 47% to 87% since 1950 (UN 2010). It is now evident that nearly everywhere in the world; there are currently more children in receipt of primary education than 15 years ago. Nevertheless, 15% of all children around the globe, and 25% of children in sub-Saharan Africa still do not. (UN 2010) | Figure 1 Children receiving primary education. (UN 2010) Figure 1 Children receiving primary education. (UN 2010) Policy Briefing Paper Why does it constitute a development issue? Although there has been some progress in the proportions of children of primary school age actually receiving and completing primary education, about 100 million children worldwide are still denied this right. Not surprisingly, most of these children live in developing countries. Figure 2 Children of primary school age not primary education. Expressed in millions (One 2012) Figure 2 Children of primary school age not primary education. Expressed in millions (One 2012) Figure 3 Distribution of out-of-school children by region. (UN 2010) Figure 3 Distribution of out-of-school children by region. (UN 2010) Jandhyala B. G. Tilak cited in the Journal of International Cooperation in Education (2009) stated that â€Å"The importance of basic education for development is widely acknowledged† before going on to say that â€Å"basic education constitutes one of the most important means by which the poorest society can improve their situation and guarantee a life of dignity for their citizens. † (Jandhyala B. G 2009) Therefore it is evident that basic education particularly at a primary level should be a main component of any development strategy. Many people accept that development in education could be a catalyst to help achieve progress on the Millennium Development Goals (MDGs) as devised by the UN, but this will involve an intensified pledge to equity. Continuing inequalities are hampering progress regarding the Education for All (EFA) goals at global, regional and national levels. The EFA Global Monitoring Report 2009 shows that within countries, inequalities constructed on â€Å"wealth, location, gender, immigration or minority status or disability are the main factors which deny millions of children a good-quality education†. (Thomas 2011) The World Bank said that â€Å"Every person—child, youth and adult—shall be able to benefit from educational opportunities designed to meet their basic learning† (World Bank 2010) Before further going on to state that â€Å"Education is a powerful instrument for reducing poverty and inequality, improving health and social well-being† It can be said therefore, that education can lay the basis for sustained economic growth in the developing world. One of the most important reasons for investment in education and achieving the MDG is the fact that â€Å"in an increasingly complex, knowledge-dependent world† it can be the â€Å"gateway† to even higher levels of education, so therefore education must be the first priority. (World Bank 2010) In fact Irina Bokova UNESCO’s Director-General said that â€Å"Youth is Africa’s main resource. Young people are not only the key to the future, they are also the ones constructing the present,† (Thomas 2011). In fact Irina Bokova UNESCO’s Director-General said that â€Å"Youth is Africa’s main resource. Young people are not only the key to the future, they are also the ones constructing the present,† (Thomas 2011). Figure 4 Progress toward universal primary education. (World Bank 2010) Figure 4 Progress toward universal primary education. (World Bank 2010) The British charity, Oxfam, says that if the money is not found, another generation of Africans will be trapped in illiteracy and poverty. Africa risks being left behind as the global economy becomes increasingly based on skills and knowledge in the next century. Millennium Development Goals The Millennium Development Goals are 8 international goals that the UN wants to achieve by 2015. Goal 2 is to achieve universal primary education in the developing world. Concerning the MDG of achieving universal primary education, sub-Saharan Africa has made more progress than any other region due to strong efforts to increase enrolment. Despite the improvement, almost half of the children out of school live in Sub-Saharan Africa and the majority of them are largely excluded from education, and most will never enter a classroom. Moreover the region has the lowest youth literacy rate (72 per cent in 2009). Figure 5 Progress towards universal primary education. (UN 2010) Figure 5 Progress towards universal primary education. (UN 2010) Causes and consequences of poor enrolment levels in primary education The main cause of poor enrolment levels in sub-Saharan African is capital. Many countries are unable to afford and implement adequate education strategies. Jandhyala B. G. Tilak cited in Journal of International Cooperation in Education (2009) stated that â€Å"Making primary education free and compulsory requires public funds. But governments everywhere are starved of resources for education. Particularly in developing counties the allocations to education have been far from adequate. † Jandhyala also uses figures to illustrate just how little is spent on education, particularly on the primary sector in sub-Saharan Africa, compared to the rest of the world: â€Å"Sub-Saharan Africa allocated 4. 4 per GNP to education, compared to 5. 3 per cent in the developed countries and the world average of 4. 9 per cent in 2005. † Additionally when looking at primary education specifically â€Å"Expenditure on primary education per pupil as per cent of GNP per capita was 13 per cent in Sub-Saharan Africa in 2006, compared to 17 per cent in the developed countries and 14 per cent in the world on average. † (Jandhyala B. G. Tilak 2009) The Guardian published an article in 2010 stating that â€Å"A glaring lack of mutual accountability between primary schools and parents, poor financial record keeping and bad management is threatening the quality of basic education in seven African countries, including Uganda. † Moreover, â€Å"poor governance systems and practices, with limited availability of financial documentation at district education offices and schools, which was impeding progress in achieving the six aims of the Education For All (EFA) initiative and the Millennium Development Goals (MDGs). † (Ford, L and Kavuma, R. 2010) The article then describes the results of the Africa Education Watch: Good governance lessons for primary education report which concludes that increased thought needs to be put into to management training and building expertise on a more local scale to ensure money is well spent. The report also expresses that the implementation of decentralizing may seem a good idea but has led to poor performance and negative financial results. There has been much debate surrounding non-formal education such as farmer training as opposed to formal classroom tuition. In chapter 5 of ‘Geographies of Development’ (2008) it is suggested that education is â€Å"a legacy of the colonial period† and is â€Å"often inappropriate for the present-day needs of individuals, communities and nations. † It uses the example of what the most appropriate form and structure of education provision should be for poorer countries, proposing â€Å"what proportion of the budget should be spent on the different sectors (primary, secondary and tertiary)† and later questioning â€Å"should more attention be given to non-formal education†? Such as craft skills as opposed to more formal classroom tuition. (Potter et al. 2008) There has also been much debate over the capability and quality of teaching in sub-Saharan Africa, in fact Novicki (1998) stated that â€Å"Among the myriad problems plaguing education in Africa is the low quality of schooling in much of the region, with overly large class sizes and the average number of students per teacher higher than in any other world region except South Asia. † Many teachers are unqualified, teaching aids are few and far between and textbook provision is desperately poor, therefore learning achievement is low. Novicki also says that there are â€Å"unequal opportunities for rural children and the urban poor. † (Novicki 1998) Another cause of low enrolment levels in primary education is inequality, especially between boys and girls. A lack of education and economic security affects millions of women and girls, whose literacy levels are generally lower than men and boys. The MDGs attempt to eliminate gender disparities in primary and secondary education by 2005, and achieving gender equality in education by 2015, with a focus on ensuring girls’ full and equal access to and achievement in basic education of good quality. Studies have clearly shown that educating girls has a significant impact on the health and welfare of households. Girls who have been educated are more likely to marry later and to engage in economic activity outside the home. Furthermore, they tend to provide better care and nutrition for themselves and their children which leads to a reduction in disease and lower child mortality. (Potter et al. 2008) It is also evident that many young children have other roles to play in their community and family life. Culturally; education is still not seen as a priority for many people. For instance children are encouraged to stay at home and work on the farm or go out collecting water. Figure 6: Gender parity in education in sub-Saharan Africa (UN 2010) Figure 6: Gender parity in education in sub-Saharan Africa (UN 2010) Table 1: Riddell, A (On behalf of UNESCO). (2003). Table 1: Riddell, A (On behalf of UNESCO). (2003). Which development strategies have addressed the issue? The 1990 World Conference on Education for All identified a need for â€Å"diverse, flexible approaches within a unified national system of education† (Potter et al. 2008) the conference then came to an agreement over 5 broad objectives for primary education: * Teach useful skills * Be more flexible * Get girls into school * Raise the quality and status of teachers * Cut the families school bill(Potter et al. 2008). Novicki (1998) stated that more partnerships were needed in order to reverse declining enrolment in the early 21st century, she said that â€Å"in addition to encouraging national leadership and a coordinated donor approach† partnerships between â€Å"parents, students, civil society and teachers unions need to be built in support of education†. (Novicki 1998) In order to achieve the UNESCO EFA goals, the Dakar Framework for Action, which was agreed upon in 2000, sets out a two-part gender equity agenda: first, to achieve gender parity in school participation and second, to improve gender equality in educational opportunities and outcomes. One development scheme which has seen success in recent years has been the Schools for Africa initiative which has attempted to give education toâ€Å" the most disadvantaged children – including those who suffer from discrimination and harassment and those who face extreme poverty, political unrest or natural disaster† (Dolan 2012). The results of this have been that 5. 5 million children across Africa are now receiving better education. The initiative is active in Angola, Burkina Faso, Ethiopia, Madagascar, Malawi, Mali, Mozambique, Niger, Rwanda, South Africa and Zimbabwe. It aims to â€Å"operate in the best interest of every child, and uses measurements to improve children’s learning environment in a gender-sensitive way† and this has been shown to lower drop-out rates. Schools for Africa uses a â€Å"child-friendly school approach† with sex separated sanitation facilities, safe drinking water (â€Å"which has helped children spend more time in classrooms and less time collecting water. †) and finally better school environments (Dolan 2012). UNESCO says that education is vital to development in sub-Saharan Africa and has its Regional Bureau for Education in Dakar, Senegal. It has 15 field offices serving sub-Saharan Africa that work to keep education high on the agenda of governments and development partners. Furthermore UNESCO’s International Institute for Capacity Building in Africa (IICBA) focuses on improving the quality of teacher education in the region. In addition UNESCO supports the Basic Education in Africa Program, advocating for countries to adopt legal frameworks which guarantee 8-10 years of uninterrupted basic education. (UN 2010) What has worked well? United Nations Summit 2010 said that various solutions are being attempted. * Abolishing school fees at primary school level has seen a surge in enrolment in countries like Ethiopia, Ghana, Kenya, Mozambique and Malawi. * Investing in teaching infrastructure and resources – Recruiting referees and volunteers to meet teacher demand in places like Ghana. * Promoting education for girls – Botswana has reduced female drop-out rates by half by implementing readmission policies. Malawi has been promoting girls’ education in grades 1-4 by providing learning materials. * Expanding access to remote and rural areas – Introducing mobile schools to reach children who do not have regular access. Furthermore introducing a bilingual education program; using indigenous languages to expand access to education for indigenous children in remote areas. (United Nations Summit 2010) Many African governments have focused their reserves from debt relief in the direction of the education sector. Mali, for example, has allotted virtually half its debt relief savings in the way of education. Debt relief has also enabled many African governments to abolish primary school fees, opening school doors for millions of the poorest children. The Fast Track Initiative (FTI) created in 2002 as a partnership to accelerate progress towards achieving UPE. Developing countries create a national education plan that is endorsed by technical experts and then donors in turn provide technical expertise and additional funding to support the plan. The Tanzanian government instigated a Primary Education Development Program to enhance the primary education system with help from donors. Between 2002 and 2004, Tanzania hired new primary school teachers, and built 30,000 new classrooms. By 2006, nearly all primary school aged children were enrolled in school. Ethiopia has generated immense strides regarding achieving universal primary enrolment. Thanks to increased budget commitments and increases in development assistance. Beginning in 1997, the Ethiopian government emphasized â€Å"increased access, greater equity and improved quality of national education. † Ethiopia is targeting public spending on education in rural areas. This move has had a marked impact on demand for and access to education, as distance to school is a significant barrier for many children, especially for girls. (One. org 2012) What needs to be done? Further investment in primary education is clearly needed and Thomas (2011) wrote that â€Å"The Financing Education in Sub-Saharan Africa report reveals â€Å"tremendous† gains in the provision of basic education on the back of a 6 percent annual increase in real education expenditure across the region in the past decade. This includes a 48 percent increase in primary enrolment, while enrolment in pre-primary, secondary and tertiary education grew by more than 60 percent over the same period. † (Thomas 2011) UNESCO declare that achieving the goal of EFA involves understanding what holds girls and boys back, so that policies can be designed to overcome these obstacles and improve access to, and participation in education. Urgent action is needed in countries where the gender gap is still large in primary and secondary education. An overriding priority is to tackle poverty constraints by reducing the direct and indirect cost of schooling to families and addressing the incidences of child labour. (UNESCO 2003) When deducing what action should be taken in sub-Saharan Africa it seems obvious that capital is needed but it is vital that this capital is spent wisely. That investment should compromise elements from the 1990 World Conference on Education for All which were: teach useful skills, be more flexible, get girls into school, raise the quality and status of teachers and to cut the families school bill. (Potter et al. 2008) As well as eliminating gender and other inequalities such as those between the rural and urban. Finally, strategies need to involve communities and take a bottom-up approach from a local scale to ensure EFA and achievement of the MDG by 2015. References Dolan, S. (2012). Thanks to supporters, the Schools for Africa programme is reaching millions. Available: http://www. unicef. org/education/index_61242. html Last accessed 15/03/2012 Ford, L and Kavuma, R. (2010). Lack of transparency undermining primary education in Africa. Available: http://www. guardian. co. uk/katine/2010/feb/23/primary-education-africa. Last accessed 15/03/2012. Jandhyala B. G. Tilak cited in CICE Hiroshima University, Journal of International Cooperation in Education, Vol. 12 No. 1 (2009) pp. 5 ~ 17. (2009). Basic Education and Development in Sub-Saharan Africa. Available: http://home. hiroshima-u. ac. jp/cice/12-1Jandhyala. pdf. Last accessed 15/03/2012. Novicki, M. (1998). Boosting basic education in Africa. Available: http://www. un. org/en/africarenewal/subjindx/114spedu. htm. Last accessed 15/03/2012. One. org. (2012). Education in sub-Saharan Africa. Available: http://www. one. org/c/us/progressreport/776/. Last accessed 15/03/2012. Potter et al. (2008). Chapter 5: People in the development process. In: Geographies of Development: An Introduction to Development Studies. 3rd ed. London: Prentice Hall. 222-224. Riddell, A (On behalf of UNESCO). (2003). The introduction of free primary education in sub-Saharan Africa. Available: http://unesdoc. unesco. org/images/0014/001469/146914e. pdf. Last accessed 15/03/2012. The World Bank. (2010). Education key to achieving Millennium Development Goals . Available: http://data. worldbank. org/news/education-key-to-achieving-MDGs. Last accessed 15/03/2012. Thomas, D. (2011). UNESCO: Sub-Saharan African primary education boosted by increased spending . Available: http://web. thisisafricaonline. com/news/2011/04/28/unesco-sub-saharan-african-primary-education-boosted-by-increased-spending/. Last accessed 15/03/2012. UN. (2010). The Millennium Development Goals Report. Available: http://www. un. org/millenniumgoals/pdf/MDG%20Report%202010%20En%20r15%20-low%20res%2020100615%20-. pdf. Last accessed 15/03/2012 United Nations Summit. (2010). Goal 2 Achieve Universal Primary Education. In: High-level Plenary meeting of the General assembly. New York: UN Department of Public Information. UNESCO. (2003). Gender and Education for All: Sub-Saharan Africa1. Available: http://www. unesco. org/education/efa_report/zoom_regions_pdf/ssafrica. pdf. Last accessed 15/03/2012.

Beer and Heineken

Budweiser Vs. Heineken – Presentation Transcript 1. Budweiser Marketing Mix 2. Heineken 3. Many of life's failures are men who did not realize how close they were to success when they gave up. – Thomas Edison 4. Introduction * Anheuser-Busch * Anheuser-Busch Inc. is a strong and dominating company that is a leader in the beer market. They are a company that is rooted in values, ethics and sheer determination. * Anheuser-Busch targets consumers who are interested in alcoholic beverages that provide the best taste and quality. Their targets are anyone from the lower class of society, all the way up to the upper class. They have a wide range of brands and beverages to offer that are appealing to each social class. 5. Brief History * Anheuser-Busch Companies, Inc. traces its roots to 1852 and the Bavarian Brewery in St. Louis. * Adolphus Busch, a successful German businessman, joined his father-in-law in the business in the 1860s and took on increasing responsibility. * Budweiser was the first national beer brand, introduced in 1876. * In 2008, Anheuser-Busch and InBev combined to become Anheuser-Busch InBev. The new company is the world’s largest brewer and one of the top 5 consumer goods companies in the world. 6. Introduction The Heineken family entered the beer business in 1864, when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam. Over the past 140 years, four generations of the Heineken family have built and expanded the brand and the company in Europe and around the world. It is thanks to the leadership of Gerard, Henry and Alfred Heineken that Heineken is one of the world’s leading brewing groups. Today Charlene de Carvalho-Heineken is delegate member of the Board of directors of Heineken Holding N. V. 7. Introduction At the end of 2007, Heineken has expanded to a number of 119 brewers in more than 65 countries all over the world with a number of 50,004 employee in the year of 2007. (Heineken N. V. , 2008). 8. Product 9. Product * Product Definition * General: Good, idea, method, information, object, service, etc. , that is the end result of a process and serves as a need or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a buyer for purchase. 10. Product: Budweiser Anheuser-Busch is an American-style lager and is one of the most popular beers in the United States. * Budweiser is made up of large proportion (up to 40%) of rice in addition to hops and barley malt. * Budweiser is produced in various breweries located aound the United States and the rest of the world. * It is a filtered beer available in draught and packaged forms. 11. * Introduced in 1982 * It was one of the first light beer s in the world * Bud Light is the best-selling beer in the U. S. and the #1 beer in the world * It’s brewed at all 12 Anheuser-Busch U. S. based breweries. Bud Light is brewed with all-natural ingredients – water, barley malt, rice, premium hops and yeast. * A blend of two and six row malt and cereal grains give bud light its clean, crisp, smooth taste. * There is 110 calories, 6. 6 grams of carbohydrates and is 4. 2 % alcohol by volume in each 12 OZ. serving Product: Bud Light 12. Product: Bud Select * Bavarian hops and an extended brewing process combine to give the Budweiser Select its distinctively full flavor-despite weighing in at only 99 calories. Dark gold in color and pleasingly aromatic, Budweiser select is impressive from any angle. The Exception to the Rule. 13. Product: Bud Light Lime * Bud Light Lime is a premium light beer that combines the superior drinkability of Bud Light with a splash of 100% natural lime flavor. * A light beer with 4. 2% ABV and 116 calories per 12 ounce serving 14. Product: American Ale * Debuted in September 2008. * The beer offer complex taste without much bitterness. * It is the first beer under the Budweiser name that is brewed as an ale rather than a lager. The beer has a darker color which is a departure from other Budweiser brands 15. Product: Bud Dry was introduced in the U. S. in 1990 with the slogan of â€Å"Why ask why? Drink Bud Dry. † * It was originally successful in the test markets and was expected to be a popular beer with the rise in lager popularity. * However, with the introduction of Bud Ice in 1994, Bud Dry began to decline in the mainstream popularity and no longer receives attention. 16. Product: Bud Ice * Introduced in 1994 as â€Å"Ice by Budweiser†. * Contains more alcohol (5. 5%ABV) more than Budweiser. * Bud Ice Light was introduced in 2007. * Contains 4. 1% ABV and 110 calories. 17. Product: Clamato Chelada. A blend of Budweiser or Bud light and Clamato. This bevera ge became available nationally in late 2007 due to overwhelming popularity during test marketing. * In its most basic form, the chelada is a fairly innocuous mixing of beer with lime and salt. Miller's new product, Miller Chill, incorporates these flavors in their new product, which they have slotted as a super premium light beer 18. Marketing Mix: Product Keegan and Schlegelmilch define a product as a collection of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user. When we interpolate the above definition into Heineken, we see that all three parts mentioned above, i. e. Physical, Psychological and Symbolic apply to Heineken products. 19. Brief Summary * When looking at the marketing mix of Heineken, we see that they have only a limited amount of products as they have a large diversity of brands. Their main product is of course, ‘the beer’. Currently, they have only four kinds of beer: * Heineken Pilsener * Heineken Premium Light * Heineken Tarwebok * Heineken Oud Bruin * The last two are specialty beers available only in USA and Netherlands. Of course they have a large variety of other brands to compensate 20. Products Heineken Pilsener This is Heineken’s regular beer which is the same as the original Heineken started with. Its mildly bitter taste, fresh, fruity aroma, bright color and exceptional clarity are obtained using only the purest water, hops and barley malt. Alcohol: 5% vol. 21. Products Heineken Premium light Heineken’s Premium Light is a beer brewed by Heineken mostly for the US market. It was introduced in 2005 and took them 10 years of market research, and was chosen from twenty options. The introduction of this beer was a big step for Heineken. Alcohol: 3. 3% vol. 22. Products Heineken Tarwebok/Special Dark (USA) Traditionally brewed and drunk in autumn, this aromatic, strong beer has a full-bodied, spicy taste derived from unique malts made with roasted spring barley and wheat. It is available only in Netherlands and in US under the name Special Dark 23. Products Heineken Oud Bruin One of the most traditional Dutch beer types, ‘Old Brown’ derives its rich, dark color and taste from its dark malt and hops. Natural sugar gives it a mildly sweet, caramel taste. It is available only in the Netherlands. 24. Products: Draught BeerTender A joint venture between Heineken and the electronic company Krupps resulted in the BeerTender which is a beer tapping system for use at home. It uses small lightweight 4-5 Lt. kegs. It is a closed system meaning that only available beer is from Heineken itself. It was first introduced in Netherlands in 2004 and found its was to eight other countries by 2008. In 2007 there were already 300,000 BeerTenders sold. 25. Products: Draught 6. Products: Draught DraughtKeg Another similar product that is developed and engineered is the DraughtKeg. It is a 5 Lt keg that has the entire tapping system built into it. The keg is portable, disposable, 100% recyclable and is manufactured in lightweight steel. It was first introduced in France in 2005. In 2007, it was available in 90 countries and sold more than 10 million units. 27. Products: Draught 28. Physical: Styling an d Packaging * Budweiser has introduced many can designs with co-branding and sports marketing promotional packaging. Today, most of these promotional programs are represented only on the 16 ounce aluminum bottle container. However, many major league baseball and NFL teams also promote 24 ounce cans marked with team logos. * NFL team-specific packaging for 28 National Football League teams from Budweiser and Bud Light. * Anheuser-Busch domestic breweries will be involved in the team specific packaging campaign, which will produce more than 78 different packaging combinations on 12 million cases of Budweiser and Bud Light aluminum cans. 29. Physical: Styling and Packaging Packages are sometimes tailored to local customs and traditions * In St. Mary's County, Maryland, ten ounce cans are the preferred package. * Chicagoans widely prefer the 16 ounce can. * Michigan prefer the eight ounce can. 30. Styling and Packaging * Presently, Budweiser is distributed in four large container volumes: half-barrel 15. 5 gal), quarter-barrel, 1/6 barrel and beer balls (5. 2 gallons). In smaller consumption volum es, Budweiser is distributed in eight, ten, 12, 16, 22, 24, 32 and 40 ounce containers. Smaller containers may be made of glass, aluminum or plastic. 1. Physical: Styling and Packaging * The Budweiser bottle has remained relatively unchanged since its introduction in 1876. * The top label is red and currently reads "Budweiser". The top of the main label is red with a white banner with a pledge on it, which has changed three times. Below the banner is a coat of arms of sorts, which features an Anheuser-Busch stylization. Below that is a large white box. 32. Physical: Styling and Packaging * Through early 1950s Budweiser was primarily distributed in just 3 packages: * Kegs * 12 ounce bottles * Quart bottles 3. Physical: Styling and Packaging * Metal Container Corp. supplies more than 60 percent of Anheuser-Busch’s domestic lids. * Anheuser-Busch Recycling Corp. recycles used beverage cans, which are remelted into new sheet aluminum. This business unit provides a posit ive alternative to mandatory deposits and helps reduce container costs. A-BRC annually recycles more aluminum cans than Anheuser-Busch sells domestically. 34. Physical: Styling and Packaging * Eagle Packaging Inc. supplies 100 percent of Anheuser-Busch’s domestic crown and closure liner materials * Longhorn Glass Corp. roduces longneck glass bottles and ships all its output to the Anheuser-Busch Houston brewery. LGC supplies the Houston brewery with more than 60 percent of Anheuser-Busch’ total glass bottle needs. 35. Analysis * Budweiser packaging concentrates more on co-branding and sports promotional packaging. * The can packaging size differs from one community to the other. * Larger container volumes ranges from 5. 2 gallons to 15. 5 gallons * A distinctive coat of arms of some sort which features Anheuser-Busch stylization. 36. Physical: Styling & Packaging Styling and packaging is critical and very important for Heineken. They also emphasize this by saying the following in their annual report of 2007: â€Å" Packaging is a key element in Heineken’s marketing and innovation strategy. New pack types create new consumption moments, build excitement around our brands, improved margins and higher volumes. † In this way, Heineken moves beyond from selling just beer to selling experiences by augmenting their product. We will see some examples of the creativity and innovation of Heineken when it comes to packaging. 7. Physical: Styling & Packaging Beer is typically served in two main types of packaging, bottles and cans. 38. Physical: Styling & Packaging Paco Bottle In 2004 Heineken introduced the Paco bottle which is made out of striking green aluminum to reinforce the brand’s premium positioning. With the Paco bottle, Heineken was the first beer brand to win Frontier’s Star Product of the Year award in 2005. â€Å" Heineken has succeeded in creating a brand new high value subcategory without cannibalizing from existing sales. The product, placement and price are all well adjusted to the travel retail environment. Paco creates a premium perception in a category that has never been perceived as premium. † [Pittilla, 2005] 39. Physical: Styling & Packaging DraughtKeg The DraughtKeg mentioned earlier caused a disruption in the beer market. Its unique functionality, offering real draft beer from a keg that is scaled down for convenience, improves the customer experience. What makes this so special is that it is done by a revolutionary packaging instead of a new flavor or a new style of brewing. 0. Physical: Styling & Packaging DraughtKeg It took 15 years to develop and an investment of $15million in a new production line. It results in 12-14 beers and costs only slightly more than a regular 12-pack. Because Heineken is a premium brand, this light increase in price will not bother the consumers since they get a better and fresher taste from the DraughtKeg. Since the margins on low-end beer are too slim to support this type of delivery system, Heineken has managed to use its creative packaging abilities to disrupt the commodity beer market. 41. Physical: Styling & Packaging Heineken WOBO In 1963, the then chairman , Alfred Heineken visited the Caribbean and noticed beaches littered with beer bottles and a shortage of building materials. This gave him the idea to use the beer bottle for another purpose then just hold beer and came up with the Heineken WOBO (World Bottle). The specially designed bottle was meant function like normal ‘brick and mortar’ construction. However, only 100,000 bottles were produced and now they have become a treasured collector’s item. 42. Psychological: Entertainment Sponsorship of the world’s premier sporting events * Maintains a high-profile presence with adult audiences through innovative marketing and sponsorship programs in sports, music and entertainment. 43. Busch Entertainment Corp. * It generates solid financial returns, supports Anheuser-Busch’s beer brands and enhances the Company’s image. * Busch Entertainment Adventure parks; * New shows and att ractions (â€Å"Believe†) * Wildlife conservation and commitment to guest service: Seaworld &Busch Gardens 44. Psychological: Environment The company recognizes the importance of being a good environmental steward in the communities where it operates. * Bio-Energy * Wastewater into a renewable fuel source * Recycles more than 97 percent of the waste it generates * Projects with the National Fish and Wildlife Foundation 45. Psychological: A positive lifestyle – Enjoy Heineken responsibly In 2004, Heineken became the first alcohol company in the world to link a responsibility message on bottles, cans and secondary packaging with a dedicated alcohol education website. This website, www. enjoyheinekenresponsibly. om , holds information on Heineken’s alcohol policy and provides information on the effects of alcohol and guidelines for responsible drinking. It also can redirect visitors to organizations dedicated to the subject. 46. Psychological: A positive lifestyle – Heineken Alcohol Policy Statement Heineken formed an alcohol policy statement, Heineken Alcohol Policy Statement (HAPS), that contains eight ruling principles shown below (Heineken Alcohol Policy, 2008). 1. Responsible consumption of beer is consistent with the maintenance of a balanced and positive lifestyle for most adults who choose to drink 2. The informed individual is responsible for his/her own behaviour 3. Heineken is committed to raising awareness regarding responsible consumption 4. We demand responsible behaviour of all employees in our family of companies around the world 47. Psychological: A positive lifestyle – Heineken Alcohol Policy Statement 5. Heineken companies are charged with ensuring that their commercial activities meet legal requirements and do not encourage irresponsible consumption 6. We want to help prevent abuse and misuse through dialogue and action 7. Implementation of the Heineken Alcohol Policy is mandatory in all Heineken companies 8. We will report on our actions related to our Heineken Alcohol Policy 48. Psychological: A positive lifestyle – Heineken Alcohol Policy Statement 49. Brand Image * We are all aware that it is very difficult to taste the difference between the varieties of available beer brands when given it unlabelled, it is almost impossible for a common man to say for sure what brand is it, and there are several cases on this issue. Therefore the styling and, packaging and brand image is very important. In the world of brew, consumer loyalty is shaped by brand culture (Barnet, 2001). 0. Positioning * Globally brewed and considered as leader on the market. * Holding a 49% market share of US beer sales * Quality product, best tasting, satisfying beer on market * Target market is 21 years and older * – Fun loving * – Care free individuals * – Drink occasionally and or on daily basis 51. Positioning 52. Positioning 53. Brand Strategy * Breweries: * 14 breweries in the US * 14 in China (to be 15 soon) * 1 in the UK * Brewing in partnership with Grupo Modelo in Mexico and Labatt Brewing Company in Canada * Not sell direct to customers Good sold to wholesalers, then retailers and finally to customers * Line strategy * Brand extension 54. Brand Strategy * Brand positioning * Attributes * Benefits * Benefits and values * Brand name selection * Selection * Protection 55. Brand strategy cont†¦ * Brand sponsorship * Manufacturers brand * Co-branding * Brand development * Line extension * Brand extension 56. Budweiser Brand Health * Measuring brand health gives a view of forward momentum — keeping the brand position relevant by staying ahead of constantly shifting customer needs and competitive pressure. Brands can be eternal if nurtured well. * Budweiser feels that, the â€Å"white and red blood cells† of healthy brands are resilience and leveragability thus their brand custodians must always realize that maintaining long-term brand health is usually more important than the short-term $ gains, thus they try to promote the health of their product through sponsorship. 57. Other brands * Bud light Budweiser/Bud Select Bud Ice Light Bud Ice 58. Other brands Budweiser American Ale Bud Silver Bud Light Lime Bud Dry 59. * Budweiser & Clamato Chelada Other brands Bud Light & Clamato Chelada 60. Brand Image Heineken is a group which owns a worldwide portfolio of over 170 beer brands, mainly pale lager, though some other beer styles are produced. As of 2006, Heineken owns over 130 breweries in more than 65 countries and employs approximately 57,557 people. The global beer market is expanding steadily, despite a decline in the traditional markets of West Europe and North America to approximately 1. 5 billion hectoliters in 2005 from 1. 4 billion hectoliters in 2002. 61. Brand Image â€Å" Heineken. Meet you There† Heineken USA as leading importer of beer into the US, including the flagship Heineken beer. Alaska distributors is a wholesaler of malt beverages in Washington and Alaska. Heineken did not approve a proposed transfer of distribution rights to another wholesaler, and later terminated the existing wholesaler and appointed a new wholesaler, Alaska Distributors. The market area for the distributor was North of Seattle, Washington. 62. Brand Image Heineken total beer volume was made up- Heineken brand 18. 7%, Amstel 9. 1% and other beer brands 72. 2%. 63. Filip Wouters VP Marketing Heineken Heineken USA Brand Image Heineken is an iconic brand that represents heritage, premiumness, innovation and quality around the world and is the gold standard for imports in U. S 64. Positioning Heineken is the world’s most valuable International premium beer brand. Heineken hopes to consolidate its position within the high growth Romanian beer and mineral water market by acquiring Transylvania-based brewer Bere Mures for an as yet undisclosed fee. As of 2007, Heineken owns over 119 breweries in more than 65 countries and employs approximately 54,004 people. 5. Positioning 66. Brand Strategy Building a winning brand portfolio centered around Heineken. Their brand strategy is to build a strong portfolio that combines the power of local and international brands and which has Heineken at its center. The consistent growth of Heineken requires solid creative brand management, which they always coordinate centrally. For the Heineken & Amstel brands, they develop and maintain central guidelines and standards for brand style, brand value and brand development. 67. Brand Strategy Heineken applies the following global brand strategy: â€Å"Our brand strategy is to build a strong portfolio that combines the power of local and international brands and which has Heineken at its center. (Heineken N. V 2005) 68. Brand Strategy 69. Heineken Brand Dashboard Heineken introduce a standard for measuring brand performance. Heineken brand Dashboard is a new system for measuring and reporting all essential keys performance indicators on sales, marketing and finance relating to the Heineken brand. This tools will make it easier to diagnose brand health issues and to have a consistent vies of the most successful growth drivers for the Heineken brand across the business. 70. Other Brand The Company’s other brands with some international distribution are Amstel which sold 630 million liters, Buckler, a nonalcoholic beer, which sold 90 million liter and Murphy’s Stout, recently acquired. As a result of acquisitions, Heineken also oversaw the brewing of many local and regional beer brands marked by its subsidiaries, such as Bir Bintang, the leading Indonesian brand. 71. Thank you