Many Thousands Gone essays

Many Thousands Gone essays Ira Berlins Many Thousands Gone Berlin traces the evolution of black society from the first arrivals in the early seventeenth century through the American Revolution, reintegrates slaves into the history of the American working class, and reveals the diverse forms that slavery and freedom assumed before cotton was the mainstay of the slave economy. You witness the transformation that occurred as the first generations of Creole slaves, free blacks, and indentured whites gave way to the plantation generations, whose exhausting labor was the sole engine of their society and whose physical and linguistic seclusion sustained African traditions on American soil. Berlin demonstrates that the meaning of slavery and of race itself was continually redefined, as the nation moved toward political and economic independence. Berlin argues that despite an inherent power imbalance, slavery was a negotiated relationship between slave and owner. Even in the worst of circumstances, slaves always held a strong card: the threat of rebellion. Through this negotiation, slaves not only carved out an independent social sphere from sundown to sunup, they created their own world under the owners' noses from sunup to sundown as well. Additionally, slavery itself continually changed, and hence the terms of the relationship frequently had to be renegotiated. Slavery was not a static institution, as many historians have portrayed it. Berlin's signal contribution is to drive home that slave life differed from place to place and from time to time. Berlin divides his study by both place and time. He identifies and examines four distinct slave societies in the first 200 years of North American slavery: the North; the Chesapeake Bay area; the coastal low country of South Carolina, Georgia, and eastern Florida; and the lower Mississippi Valley of west Florida and Louisiana. He periodizes slave history and slaves themselves into the chart ...

Spider Silk Is Natures Miracle Fiber

Spider Silk Is Nature's Miracle Fiber Spider silk is one of the most miraculous natural substances on Earth. Most building materials are either strong or elastic, but spider silk is both. Its been described as stronger than steel (which is not quite accurate, but close), more impenetrable than Kevlar, and stretchier than nylon. It withstands a lot of strain before breaking, which is the very definition of a tough material. Spider silk also conducts heat and is known to have antibiotic properties. All Spiders Produce Silk All spiders produce silk, from the tiniest jumping spider to the biggest tarantula. A spider has special structures called spinnerets at the end of its abdomen. Youve probably watched a spider constructing a web, or rappelling from a silk thread. The spider uses its hind legs to pull the strand of silk from its spinnerets, little by little. Spider Silk Is Made From Protein But what is spider silk, exactly? Spider silk is a fiber of protein, produced by a gland in the spiders abdomen. The gland stores silk protein  in liquid form, which isnt particularly useful for building structures like webs. When the spider needs silk, the liquefied protein passes through a canal where it gets an acid bath. As the pH of the silk protein is lowered (as its acidified), it changes the structure. The motion of pulling the silk from the spinnerets puts tension on the substance, which helps it harden into a solid as it emerges. Structurally, silk consists of layers of amorphous and crystalline proteins. The firmer protein crystals give silk its strength, while the softer, shapeless protein provides elasticity. Protein is a naturally occurring polymer (in this case, a chain of amino acids). Spider silk, keratin, and collagen are all formed of protein. Spiders will often recycle valuable silk proteins by eating their webs. Scientists have labeled silk proteins using radioactive markers and examined new silk to determine how efficiently spiders reprocess the silk. Remarkably, theyve found spiders can consume and reuse silk proteins in 30 minutes. Thats an amazing recycling system! This versatile material could have limitless applications, but harvesting spider silk isnt very practical on a large scale. Producing a synthetic material with the properties of spider silk has long been the Holy Grail of scientific research.   8 Ways Spiders Use Silk Scientists have studied spider silk for centuries, and have learned quite a bit about how spider silk is made and used. Some spiders can actually produce 6 or 7 kinds of silk using different silk glands. When the spider weaves a silk thread, it can combine these varied kinds of silks to produce specialized fibers for different purposes. Sometimes the spider needs a stickier silk strand, and other times it needs a stronger one. As you might imagine, spiders make good use of their silk-producing skills. When we think of spiders spinning silk, we usually think of them building webs. But spiders use silk for many purposes.   1. Spiders Use Silk to Catch Prey The best-known use of silk by spiders is for constructing webs, which they use to ensnare prey. Some spiders, like  orb weavers, construct circular webs with sticky threads to snag flying insects. Purse web spiders use an innovative design. They spin an upright silk tube and hide inside it. When an insect lands on the outside of the tube, the purse web spider cuts the silk and pulls the insect inside. Most web-weaving spiders have poor eyesight, so they sense prey in the web by feeling for vibrations traveling across the silk strands. A recent study showed that  spider silk can vibrate at a wide range of frequencies, allowing the spider to sense movements as small as a hundred nanometers- 1/1000 the width of a human hair. But thats not the only way spiders use silks to catch meals. The bolas spider, for example, spins a sort of fishing line of silk – a long thread with a sticky ball at the end. When an insect passes by, the bolas spider flings the line at the prey and hauls in its catch. Net-casting spiders spin a small web, shaped like a tiny net, and hold it between their feet. When an insect comes near, the spider throws its silk net and ensnares the prey. 2. Spiders User Silk to Subdue Prey Some spiders, like  cobweb spiders, use silk to subdue their prey completely. Have you ever watched a spider grab a fly or moth, and quickly wrap it in silk like a mummy? Cobweb spiders have special setae on their feet, which enable them to wind sticky silk tightly around a struggling insect.   3. Spiders Use Silk to Travel Anyone who read  Charlottes Web  as a child will be familiar with this spider behavior, known as ballooning. Young spiders (called spiderlings) disperse soon after emerging from their egg sac. In some species, the spiderling will climb onto an exposed surface, raise its abdomen, and cast a silk thread into the wind. As the air current pulls on the silk strand,  the spiderling becomes airborne and can be carried for miles. 4. Spiders Use Silk to Keep From Falling Who hasnt been startled by a spider descending suddenly on a silk thread? Spiders habitually leave a trail of silk line, known as a dragline, behind them as they explore an area. The silk safety line helps the spider keep from falling unchecked. Spiders also use the dragline to descend in a controlled manner. If the spider finds trouble below, it can quickly ascend the line to safety. 5. Spiders Use Silk to Keep From Getting Lost Spiders can also use the dragline to find their way home. Should a spider wander too far from its retreat or burrow, it can follow the silk line back to its home. 6. Spiders Use Silk to Take Shelter Many spiders use silk to construct or reinforce a shelter or retreat. Both  tarantulas  and  wolf spiders  dig burrows in the ground and line their homes with silk. Some web-building spiders construct special retreats within or adjacent to their webs. Funnel weaver spiders, for example, spin a cone-shaped retreat in one side of their webs, where they can stay hidden from both prey and predators. 7. Spiders Use Silk to Mate Before mating, a male spider must prepare and ready his sperm. Male spiders spin silk and construct small sperm webs, just for this purpose. He transfers sperm from his genital opening to the special web and then picks up the sperm with his pedipalps. With his sperm securely stored in his pedipalps, he can search for a receptive female. 8. Spiders Use Silk to Protect Their Offspring Female spiders produce particularly tough silk to construct egg sacs. She then deposits her eggs inside the sac, where they will be protected from the weather and potential predators as they  develop and hatch into tiny spiderlings. Most mother spiders secure the egg sac to a surface, often near her web. Wolf spiders dont take chances and carry the egg sac around until the offspring emerge. Sources: Borror and Delongs Introduction to the Study of Insects, 7th edition, by Charles A. Triplehorn and Norman F. Johnson.Encyclopedia of Entomology, 2nd edition, edited by John L. Capinera.ASU scientists unravel the mysteries of spider silk, Arizona State University,  January 27, 2013. Iowa State engineer discovers spider silk conducts heat as well as metals, Iowa State University, March 5, 2012.  Lowering pH regulates spider’s silk production,  Swedish University of Agricultural Sciences, May 12, 2010.Stanford Researcher Sheds New Light on the Mysteries of Spider Silk, Stanford University,  February 4, 2013.  Bugs Rule! Introduction to the World of Insects, by Whitney Cranshaw and Richard Redak.Spiders, Smithsonian National Museum of Natural History website. Spiders Listen to Their Webs, by Carrie Arnold, National Geographic website, June 5, 2014. Net-Casting Spiders, Australian Museum website.Purseweb Spiders, University of Kentucky Entomology website.

Production and Marketing Department Assignment Example | Topics and Well Written Essays - 250 words

Production and Marketing Department - Assignment Example Through quality, the firm would be able to make more sales hence improving their scale of revenue. On the other hand, production department can lower operations cost by being efficient, creativity, good production and good management of resources in the organization. The two organs are in some way find it challenging to come to conscientious as to how they should operate. Production department usually try to find the best quality in order to meet their clients need as much as possible. How the customer expects the product or service to be like or perform is what drives them. Contrary, marketing department operates differently. Maximizing sales in the market in order to increase revenue to the firm is their major concern. Quality is never in their mind, and as long as they are making sales, they feel that they are doing the right thing. Specifications of the products also cause conflict among the two organs. Production section gives their specifications based on what they have produced and designed. With the marketing side aims at maximizing sales of the company, they always try to make specification appealing to the customers which may not always be the case. This becomes a challenge to the management since they need to close the gap to avoid it affecting reputation of the company. Perceived and actual quality should not have a huge gap between them. Marketing segment gives promises to the customers explaining how good and effective the product is. If it performs below the target, it always lays its finger in production unit for making them overstate the product’s performance, creating further conflict. In conclusion, organizations achievements are based on how they operate. It is important to have production and marketing department working together to avoid challenges explained above. If each unit does only its core role, conflicts are bound to arise.

Hotel management Essay Example | Topics and Well Written Essays - 500 words

Hotel management - Essay Example ave to make the profit needed in a normal business and; therefore, it is essential for them to sell the type of food, which a majority of consumers like (Mueller 23). This paper will discuss some of the issues circulating the controversy of whether restaurants should be profitable organizations or healthy nutritional organizations. Some of the issues that are deliberated when setting up a restaurant are the profit of the whole organization, attracting numerous customers, overcoming the competition barrier and the fame of being a renowned chain restaurant. It is extremely hard to find a healthy snack in a cafà © since it is harder for the restaurant to create any money on vegetables and fruits, and because healthy food is not why consumers dine out (Mueller 24). A new study linking numerous chain restaurants confirms that menus are designed for the bottom line, not a customer’s belt line. Restaurants want to bring in more clients and make better earnings. That conclusion might not be above all surprising, bearing in mind that profits drive every company. Even though, senior restaurant supervisors who took part in the research said that healthy food is a key option, there restaurants still sell junk food. According to Mueller (26), if restaurants put something on the menu that is the healthy, then it is the kiss of death. Giving healthier menu items is similar to putting lipstick on a pig. Consumers might go to restaurants where healthier foods are served, but they frequently wind up consuming the same old stuff. Also, with regards to attracting diverse customers, restaurants regard obesity as a person’s own decision. A lot of people eat the food, which is served in these restaurants, and do not become obese. However, those who just choose to eat without exercising are the people who turn out to be obese. This is not a matter which restaurants could be blamed for. Even though, it is there food, which makes a lot of people obese, it is up to the consumer to

Emergency Preparedness Essay Example for Free

Emergency Preparedness Essay Emergency preparedness is vital for the safety and security of the general public. Disasters, according to Powers (2010), are events that cause damage to lives and property during which community resources cannot keep up with the demand. In the unfortunate event of a disaster, having a plan in place as to how a it will be managed allows for the smoothest possible outcome with the fewest amount of casualties. The three levels of emergency preparedness prevention are each an important part of being ready for a disaster. The planning involves the time before the disaster, the acute disaster scene, and the long term management of the disaster survivors (Rittenmeyer, 2007). At the disaster scene, a triage color code system is used to organize and prioritize patients and the level of care they require. There are many types of disasters that can affect the public. see more:short essay on disaster management Three technological disasters will be addressed, all involving exposure: biologic, chemical and radiation. Nurses and other health care workers may encounter a disaster where their skills are needed, whether it be on the job or as a citizen. It is important that health care workers understand the components of disaster management, triage at the scene, and different types of agents to which patients may have been exposed. Levels of Disaster ManagementEmergency Preparedness Prevention There are three levels of a disaster management plan: primary, secondary and tertiary. Each of them is important to allow for the best possible outcome in the event of a disaster. Primary Prevention Primary prevention involves everything that can be done before the actual disaster occurs. This includes training personnel, educating the public, and creating evacuation plans. Rittenmeyer (2007) describes disaster planning as assessing the risk of a disaster occurring as well as the capacities that will be available during a disaster. First, a risk assessment to determine what hazards a particular community is vulnerable to is done (Powers, 2010). Based on the findings, a disaster response plan is created for the greatest risks to the community. Training and practice for the disaster(s) are the core components of primary prevention. For instance, in a hospital setting, nurses can attend a seminar on evacuation as well as participate in an evacuation drill to simulate a real disaster. The simulation provides the opportunity to become familiar with the disaster plan and how it will be carried out. Secondary Prevention Secondary prevention, or relief response, is the interventions that take place during the acute disaster stage (Rittenmeyer, 2007). Patients are triaged based on level of acuity for further treatment. If exposure to a toxin or microorganism has occurred, the nurse may be assisting with decontamination and/or applying chemical suits and respirators. As Powers (2010) mentions, nurses in the field may be assessing the needs of the community that has been affected to determine who needs shelter, food, water or vaccinations and helping them to obtain what they need. Disaster relief also includes performing rescues, relocating people who are displaced, and preventing disease and/or disability (Rittenmeyer, 2007). For instance, during Hurricane Katrina in 2005, nurses and other health care workers were deployed to assess, stabilize and evacuate patients to safer ground (Klein Nagel, 2007). Tertiary Prevention Tertiary prevention, or disaster recovery, begins when the initial crisis is over and involves long term support for the needs of the population affected by the disaster. Activities that take place during the recovery phase include rebuilding affected infrastructure, hospitalization for the injured, rehabilitation and therapy to cope with the disaster. These will vary according to the type of disaster that has occurred. Rittenmeyer (2007) states that during the recovery phase the effectiveness of the disaster plan should be evaluated and the plan then altered based on the findings. Triage Color Code System In the event of a disaster, the triage color code system is beneficial for three major reasons (Klein Nagel, 2007). First, triage determines who needs rapid medical care. Next, triage reduces the amount of patients sent  to hospitals by separating minor versus major injuries. Thirdly, triage distributes casualties among available medical facilities to keep any one facility from being deluged with patients. The system most widely used during a disaster triage is the IDME color code system. The mneumonic IDME stands for the levels of acuity of the patients. Each level is assigned a color. They are as follows according to Husted (2012): IImmediate (Red); DDelayed (Yellow); MMinimal (Green); and EExpectant (Black). The categories have criteria that the responder should be familiar with in order to triage the patients into the appropriate color. Based on the patient’s level of injury, each is given a triage tag, commonly placed on the wrist. Using this system, patients are treated in order of the urgency of their injury. The red category is reserved for critical patients. These patients are seriously injured but do have a chance of surviving. The yellow category is for patients that need first aid but should not deteriorate rapidly if care is not immediate. The green category is for patients that are considered the â€Å"walking wounded†. These patients may have minor injuries such as abrasions or contusions and can either self treat or be taken care of by a someone without medical training. The final category is the black which is for patient who is unresponsive and without a pulse or has a catastrophic chest or head injury (Husted, 2012). Types of Disasters Three types of disasters that could occur are exposure to biologic, chemical and radioactive agents. It is important that medical personnel are familiar with the types of possible toxins and agents to appropriately treat those affected while protecting themselves as well. Exposure to Biologic Agents This type of exposure is a deliberate release of a virus, bacteria or other germ (Briggs, 2006). These agents are used to cause illness or even death. They are naturally occurring agents and can be spread via inhalation, orally in food or water, or through the skin (Briggs, 2006). Examples of biologic agents, also know as bioterrorism agents, are smallpox, the plague, and anthrax. Exposure to Chemical Agents The release of a hazardous chemical that is released and may harm people’s health is termed a chemical emergency (Centers for Disease Control and Prevention, 2012). Chemicals can be natural or created. Examples of possible chemical health threats are nerve agents and vesicants. Nerve agents such as Sarin and VX affect nerve function. Vesicants cause erythema and vesicles on the skin and can also injure the eyes, the airway and internal organs. The nerve agent Sarin was used in 1995 in a Tokyo subway, affecting over 5,500 people (Briggs, 2006). Chemical agents are now deemed terrorist weapons. Exposure to Radiation Briggs(2006) describes ionizing radiation’s effect on the body. Radiation alters the cells in the body, damaging or killing them. External irradiation occurs when the whole body has been exposed to radiation from an external source such as an x-ray. Contamination occurs when radioactive material comes into contact with the body, either externally or internally. Contamination by radioactive agents can occur through contact with the skin, being inhaled or ingested. Conclusion Emergency preparedness is extremely important for the safety of the public. By having a disaster management plan in place, the acute disaster scene will not be just chaos but will have a sense of order amidst the mayhem. The injured will be organized by the triage color code system to ensure the treatment of those in greatest need first and delaying treatment for those that can wait. It’s important to understand the differences in biologic, chemical and radioactive exposure in order to best treat patients should an unthinkable disaster occur. References Angeli, E., Wagner, J., Lawrick, E., Moore, K., Anderson, M., Soderlund, L., Brizee, A. (2010, May 5). General format. Retrieved from http://owl.english.purdue.edu/owl/resource/560/01/ Briggs, S.M. (2006). The  ABCs of disaster medical response. International Trauma and Disaster Institute, Harvard Medical School, Massachusetts. Retrieved from http://www.gs-interactive.net/ITDI/ABCs2ndEDition.pdf Centers for Disease Control and Prevention (2012). Retrieved from http://www.bt.cdc.gov/hazards-specific.asp Husted, E. (2011). Principles of triage during a mass casualty incident. (PowerPoint Slides). Retrieved from http://www.ohioresponds.gov/docs/Triage.pdf Klein, K.R., Nagel, N.E. (2007). Mass medical evacuation: Hurricane Katrina and nursing experiences at the New Orleans airport. Disaster Management and Response: DMR: an official publication of the Emergency Nurses Association, 5(2), . Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/17517364 Powers, R. (2010). Introduction to disasters and disaster nursing. In E. Daily (Ed.), International disaster nursing (pp. 1-10). Cambridge, MA: Cambridge University Press. Retrieved from http://www.wadem.org/documents/chapter_one.pdf Ramesh, A. C., Kumar, S. (2010). Triage, monitoring, and treatment of mass casualty events involving chemical, biological, radiological, or nuclear agents. Journal of Pharmacy and BioAllied Sciences, 2(3), 239-247. Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/ PMC3148628/ Rittenmeyer, L. (2007). Disaster preparedness: Are you ready?. Men in Nursing, 2(3), 18-23. Retrieved from http://www.nursingcenter.com/prodev/ce_article.asp?tid=726331#

George Eliots Silas Marner Essay -- George Eliot Silas Marner essays

George Eliot's ‘Silas Marner’ The novel, ‘Silas Marner,’ is considered to be a moral fable. The author, George Eliot placed parental responsibility as one of the book’s main themes. She writes of two different parenting styles, along with the happiness and responsibilities that come with this through two characters, Silas Marner and Godfrey Cass. At the beginning of the narrative the character, Silas Marner, is a completely different person from the one he was later to become. The book starts by explaining how Silas Marner left his original home- ‘Marner had departed from the town,’ because of a false accusation that his best friend had made about him. The church deacon was extremely ill, and whilst looking after him Silas was accused of stealing the church’s money. The religious sect that he belonged to, a strict Calvinistic sect, drew lots to decide whether Silas was innocent or guilty. ‘The lots declared that Silas Marner was guilty.’ The lots where superstitious and one of the supertitions was that they believed that their results where God’s will. Marner is over come by a sense of betrayal, as it was his best friend who has committed such a cruel, untrustworthy deed, Marner looses all his faith in God. Marner leaves ‘Lantern Yard’ and moves to a small place named, ‘Raveloe.’ This new place is a completely new environment for Marner; it was as if he had travelled abroad in comparison to our day and age, we can tell this because in the text it states, ‘ he left his own country and people and came to settle in Ravaloe.’ Sadly Marner looses all his trust in people, he moves into a cottage in the forest, isolating himself from human contact. He works his loom producing linen, when he sells this li... ...that where to special to be destroyed by finance and inanamte objects. This shows that Godfrey was too selfish and self centered to realize what a strong relationship Silas and Eppie had. ‘ it had never occurred to him that Silas would rather part his with life then with Eppie.’ Godfrey finally suffers for all his years worth of mistakes, realizing that he cannot separate them, they have the same bond as all GOOD fathers have with their children, with deep compassion. The novel shows the need to love and feel compassion, with out it life appears to have no meaning. What we understand by the term ‘Parental Duty,’ is to support a child, not just financially but emotionally and to bring up the child in a kind and understanding manner, making sure that the child has respect for other people also, growing up to be a considerate and gracious person.

Downside of the Excellent American Education System

In the book why they excel, we can see that American education system is good by looking from the result of the progress of technology and economic in this country but why Asian students is better than American students in United states, is it because of our system education is lower than their system education or from the quality of the people?. We can answer this by looking our system education from the success and failure and my experience in here. We all know that American education system is good, as a result we can see it from the invention of many things for example like internet technology or computing system. The success from this education, we can see from the quality of the education, we know that United States is very popular in education, for example so many people from United States can work in out of this country easily after finishing their school. The system of education here is very good, in which studying in this country is very nice because we can study what we want without taking so many general educations. For example when we want to study business Computer information system, we can finish it by 3 years. But other country like Indonesia, we cannot graduate just by 3 years only because so many general educations we have to take there. So it is not efficient to take many General educations because it is not important, anyway we will forget it after we finish school. On the other hand American education has some disadvantages, for example like Asian students can do better than American students, it is really crazy things, because Asian students have to study the language first before they study here. But in fact Asian students are better. We can see why Asian students are better because of 2 sides, in which it is intern side and extern side. Intern side is for example like the motivation of their parents, and Confucianism. And extern side is the quality of their high school in Asian. So that is why Asian Students do not feel difficulties in studying here. For example like in Singapore in which the standard of the high school there is the highest in this world for math, so the students from Singapore who want to continue their study here they will not feel any difficulties because the level of difficulties in almost all subject is lower than in Singapore. In my experience, I can decide that American education is very good, because we just take like 3 years to take bachelor, and after that we can work to look for money, and it is really good thing, but American system has failure also, for example in my math class, all Asian students can get A, we can see it how bad the quality of high school here, because almost all students have to study new things in university, but in fact all Asian students have already studied that thing in their high school in Asia. Therefore my idea about the success and failure from our experience in studying here is that we have to change the system of the American high school here, because the quality is reallylow, for example like we have to give more subject to all high school students so they can be more competitive with Asian students.

Gender-role transcendence & Androgyny Essay

Gender role transcendence is the principle that involves the conceptualization of a person based on his individual competency and traits and not on the basis of his or her androgynous traits, feminine traits, and masculine traits (Santrock, 2007, p. 187). It is generally viewed as an alternative to androgyny, which is the characterized by the manifestation of both masculine and feminine traits and behaviors in a single individual (Santrock, 2007, p. 184). The idea of androgyny initially sought to clarify the various issues regarding gender and the differences in gender roles. However, there several reports and critics claimed that the principles behind androgyny posed more problems than solutions to the issues regarding gender. Generally, the main difference between gender-role transcendence and androgyny is the basis on which their ideas are founded on. Gender-role transcendence mainly uses an approach that is person-based. Meaning to say, when discerning or assessing a person’s proficiency and skill, it should not be based on his or her male and female traits but rather on that person as a whole. In other words, it involves thinking of individuals as people and not as feminine, masculine, and androgynous. Androgyny, on the other hand, focuses more on a person’s traits since it is the presence of both feminine and masculine traits in a single person. General examples of feminine characteristics include being affectionate, gentle, and refusing to use foul and profane language, among others (Santrock, 2007, p. 184). On the other hand, general examples of male characteristics include being dominant, aggressive, and willing to take risks, among others (Santrock, 2007, p. 184). Since androgyny deals with both feminine and masculine characteristics, when a male, for example, is dominant and aggressive yet is also gentle and affectionate, he is considered to be androgynous. References Santrock, J. W. (2007). Adolescence 12th edition. McGraw-Hill/Social Sciences/Languages.

Proposed Market Plan for Ariel Essays

Proposed Market Plan for Ariel Essays Proposed Market Plan for Ariel Paper Proposed Market Plan for Ariel Paper Marketing Management II Market Plan Company: PG Product Category: Laundry Detergent Submitted to: Dr. S. R. Singhvi Section A; Group 2 1. 2. 3. 4. 5. Amlan Pati (07) Daman Bir Singh (22) Rajat Gupta (43) Shishir Shukla (47) Tanuj Goyal (56) Market Plan for PG Detergents CONTENTS I. II. III. IV. V. VI. VII. VIII. IX. X. XI. XII. XIII. XIV. XV. Executive Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Segmentation, Target Market and positioning†¦.. 3 Competitor Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Perceptual Map†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 Industrial Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Market Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦10 Forecasting†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦. 11 Goals and Objectives for Marketing in 2012-13†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Market Penetration Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 Distribution Channel Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 19 Budget†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 21 Marketing Implementation, Evaluation Control†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 21 Review of Company Website†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 23 Reference†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦25 1|Page Market Plan for PG Detergents Executive Summary PG is the worlds largest consumer goods company that markets more than 300 brands in over 180 countries. Many of its products are non-discretionary; however, some are considered premium purchases and their sales suffered during the recession as cheaper, generic purchases rose. P has some of the strongest brands in the world that usually provide it a significant competitive advantage. Procter Gamble (P) is a Fortune 500 American multinational corporation. P focuses on its core businesses and leading billion-dollar brands for growth. Nearly 80% of sales and growth this decade has come from 10 businesses, including baby care, blades and razors, fabric care, family care, feminine care, home care, oral care, prestige fragrances, retail and skin care. P has shifted the business portfolio to more beauty and personal care products. During this time, the percentage of sales in these higher-margin businesses has increased from 18% to 33%. Beauty, personal care, and health care products have accounted for 60% of sales and growth. In 2011, P recorded $82. 6 billion dollars in sales, Gross Profit was $41. 79 billion dollars, and Total Assets was 138. 5 billion. For this assignment, data was collected from various secondary sources and a market analysis of the refrigerator industry was carried out. We first understood the corporate strategy and the brand strategy for the firm. We analysed the firm? s strengths and weaknesses by conducting a SWOT analysis. Our strategy focuses on increasing the market share of P in detergent market by focusing on improved product, maintaining existing share and expanding in low-income segment. Vision Statement â€Å"Be, and be recognized as, the best consumer products and services company in the world. † Mission Statement We will provide branded products and services of superior quality and value that improve the lives of the world? s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper. † 2|Page Market Plan for P Detergents SEGMENTATION, TARGETING POSITIONING by P AND The synthetic detergent market can be classified into premium (Surf, Ariel), mid-price (Tide, Rin) and popular segments (Nirma), which account for 15%, 40% and 45% of the total market, respectively. The product category is fairly mature and is dominated by two players, HLL and Nirma. Nirma created a revolution in the market by pioneering the concept of lowcost detergents. Currently, the market is highly segmented with the differential between the premium and popular segments at almost 7X. Premium Segment Brand Features Target Segment Ariel Oxy- Has a very nice aroma leaving your SEC A1, A2, A3 consumer having clothes ultra clean without the use of any monthly income more than 15K. Blu bleaching. The potential of oxy-blu cleans It also comes in Rs. sachet and degrease your daily cloth leaving a very nice and fresh smell Ariel Ultramatic Exclusively for Top load washing SEC A1, A2, A3 consumer mainly machines. The unique tumble wash using top-load washing machines. technology of top-loading machines needs Comes in box packaging a special chemistry, which Ariel Ultramatic provides. It completely eliminates the need to bucket soak and a scrub Exclusively for front load washing machi nes. The unique tumble wash technology of front-loading machines needs a special chemistry, which Ariel Front-o-Mat provides. Using Ariel Fronto-Mat completely eliminates the need to bucket soak and a scrub. Affluent washing machine users mostly SEC A1, A2 consumers. Comes in box packaging of small and large sizes Ariel Front-OMat Ariel 2 in 1 Ariel Spring Clean with a floral fragrance, Targeting SEC and Ariel Fresh Clean with a refreshing A2,A3,B1,B2consumers fragrance. combination of „superior cleaning? and „a choice of fragrances? A1, Mid Price Segment Tide Plus Tide provides „Outstanding Whiteness? on SEC B1, B2, C1 up to E1 white clothes excellent cleaning on consumers preferring hand-wash coloured clothes as well. With fragrance cleaning 3|Page Market Plan for P Detergents of jasmine and superior Tide Natural Superior washing with lemon and sandal SEC B2,C1 up to E1 consumers fragrance As per the survey it can be inferred that due to stiff competition from HUL and Commodity market P has introduced brands in Premium and Mid-Price category in wide range of prices, weights and value proposition, catering broad consumer base from Sec A1 to Sec E1 category. Ariel caters to Sec A1 to Sec B2 category, Tide Plus and Tide Natural target consumer from Sec B1 to Sec E1 category. The usage reduces as we move down the socioeconomic class as other brands from popular category like Nirma, Fena, wheel and commodities get higher priority over P detergents due to their lower price. Brands, Positioning– as conveyed through the advertisements and survey S. no. Brand Name Proposition/Positioning Stain Removal, Less Water, Special offering for Washing Machine, Extra Bright Clothes. Middle and premium segment Best clean with less effort, For heavy duty laundry. Mass market consumers. Lower medium-price segment. Whiteness, reaching both lower upper class segment consumers through small introductory packing. For mid-priced segment Stain Removal, Oxygen power, Kills germs. washing machine Middle and premium segment Whiteness benefit. Lime and indigo ingredient. Mass market consumers. Lower medium-price segment Whiteness, Superior cleaning. Lower price segment Stain removal, fragrance, washing machine. Medium and premium segment. Whiteness. Lower price segment. No special benefits of the powder mentioned Low price, sold in open according to weight, sold on name of branded product 1 Surf Excel 2 3 4 5 6 7 8 9 Wheel Tide Henko Mr White Rin Ariel Nirma Commodity 4|Page Market Plan for P Detergents Competitor Analysis Globally Procter Gamble provides the broadest and biggest portfolio of products in the household and personal care industry with 28 billion-dollar brands. P generates approximately one and half times the revenue than its closest competitor, Unilever (UL), and possesses a higher operating margin (20. 30%) than any of its competitors as well. Globally, P have achieved double digit growth in 2010, with a net profit margin of 15. 4%, ROI of 20. 7%, and ROE of 26. 1%. But in India P detergent market share is 17%, whereas HUL detergent market share is 37%. Other close competitors of P in this product category are Nirma (19%), Ghari (10%). There are 19 such competitors in detergent market in India. HUL is market leader in Detergent market in India. HUL have many SKU compare to P detergents. HUL detergents are available in 12 different SKU at different prices whereas P is available only in 7 SKU. P has lesser promotional offers compare to HUL. P detergents have offers available on larger SKU i. e. on 3 kg 4 kg packs whereas HUL detergents give promotional offers on 1 kg, 2 kg, 3 kg, 3. 8 kg 4 kg. HUL have better distribution network than P. Shelf space occupied by HUL detergents are larger than P detergents i. e. Ariel Tide. HUL is being in Indian Market for 70 years, whereas P is being in India for 30 years. Globally, P has huge R department investment, but in India it invests only 0. 05% of its total turnover. P? s Tide has better penetration in the market as compare to Ariel. HUL? s Surf Excel is market leader in premium brand detergents. Henko is another competitor of P? s Ariel. But it does not have significant market share. Tide is capturing market share of smaller players in the detergent market. But still Ghari Nirma is having 10% 19% market share. Tide is getting tough competition from HUL? s Rin also. But better packaging fragrance makes Tide more attractive offer to purchase at the same price. P detergents consist of enzymes, which keeps clothes fresh for longer period. P? s global brand name helps them in penetrating into the existing market. But inefficient distribution network has reduced the market share of Ariel. Surf Excel has significant shelf space in retail stores general stores. 5|Page Market Plan for P Detergents Product Form RIN Normal, RIN Jasmine and Rose, MrWhite, TIDE Normal, TIDE Jasmine and Rose, TIDE Lemon, FENA Impact, Bruno, RIN Matic, NAULAKHA Condet, HENKO Neem, Product Category Surf Blue, Surf Quick Wash, ARIEL Spring Clean, ARIEL Fresh Clean, HENKO Stain Champion Matic, HENKO Front Load, Surf Matic Top Load, Surf Matic Front Load, ARIEL Oxy-Blu, ARIEL Oxy Blu+ 24hr Freshness, ARIEL Ultra matic, ARIEL Front-O-mat, NIRMA Popular, ACTIVE WHEEL Lemon orange, Fena Normal, Ghari, NAULAKHA No. 66, Maruti Active ,NIRMA Super, 555, commodities Generic Liquid detergents, solid soaps, detergent. Oil based laundry soaps soapless TIDE Budget Food, Cosmetic, Medicine etc Product Form Surf Blue, Wonder Wash, Surf Quick Wash, ARIEL Spring Clean, ARIEL Fresh Clean, HENKO Stain Champion Matic, HENKO Front Load, Surf MaticTop Load, Surf MaticFront Load, ARIEL OxyBlue, ARIEL OxyBlue+ 24hr Freshness, ARIEL Ultramatic, ARIEL Front-Omat Product Category RIN Normal, RIN Jasmine and Rose, Mr White, NAULAKHA Nuera Bright, TIDE Normal, TIDE Jasmine and Rose, TIDE Lemon, FENA Impact, Bruno, RIN Matic, NAULAKHA Condet, HENKO Neem, NIRMA Popular, ACTIVE WHEEL Lemon orange, Fena Normal, Ghari , NAULAKHA No. 6, Maruti Active, loose, NIRMA Super, 555, Commodities Ariel Generic Liquid detergents, powder detergents, solid soaps. Oil based laundry soaps Budget Food, Cosmetic, Medicine etc 6|Page Market Plan for P Detergents Perceptual Map Fig: Perceptual-Map for detergent brands Key positioning of P detergent brands is ? ? ? ? ? ? ? ? ? Premium brand against competitors Superior Technology Fragranc e oriented detergent Importance of quality Low temperature wash detergent Environmental friendly Remove tough stains Gives shine to your white clothes Gives brightness to your coloured clothes 7|Page Market Plan for P Detergents Industrial Analysis Porter? s Five Forces Buyers Power ? Bargaining power of buyers is high in detergent industry because, o Individual customers are price sensitive and can easily switch to another detergent brand without any additional cost. o Detergents are similar in quality and standard for customers in a particular segment. o If we consider the buyers of consumer products to be retailers rather than individuals, then these firms face very strong buyer power. Retailers like Big Bazaar and hyper-marts are able to negotiate for pricing with companies because they purchase and sell large quantity of product. Supplier Power ? Bargaining power of supplier is limited in detergent industry because, o Supplier firms are comparatively smaller and material supplied by them is similar o Some firms like P might want to have good relationship with suppliers as they want quality material at best prices Threat of new entrant ? Threat of new entrant is moderate o Large marketing and R expense to capture share of unorganized sector o Existing brands are very well known o Capital investment is low, so small manufacturer could develop a superior product Threat of substitute Threat of substitutes in detergent industry is high o Bar soap and liquid soaps are available o Many private-label brands exist in market Degree of rivalry ? Intensity of competition is high o Little differentiation in competitor? s product o Switching costs are low, brands compete for same customers 8|Page Market Plan for P Detergents The Marketing Environment PEST Analysis Political and legal ? GST is to be implemented ? Transporta tion and infrastructure development in rural areas has helped in distribution network ? Restrictions in import policies ? Increase in FDI in the retail sector Economical ? Economic Growth of 8. 5% ? Increase in disposable income at 10 % annually for next 8 yrs. ? Indian Detergent industry recorded a 6. 1% revenue growth in last fiscal year ? The FMCG sector is a 4th largest sector of India and detergent constitute 12% of the total FMCG sector. Socio-cultural ? Rural employment through NAREGA and other govt. plans ? Volume-driven growth in rural market. ? Major Young population can increase revenue. ? The Indian culture, social life styles are changing drastically. Technological ? Technology has been simplified and available in the industry. Foreign players help in high technological development. 9|Page Market Plan for P Detergents SWOT Analysis Strength Weakness ? Strong brand name ? Strong focus on R. Practice of Consumer demand research its â€Å"Connect Develop† R structure. ? Spends twice as much as its nearest competitor on R i. e. around $2 billion. ? Diversified product portfolio ? Pioneered the use of enzyme ? Established distribution networks in both urban and rural areas. ? P? s volume market share in detergents has improved from 7% in 2004 to 15% in 2010 ? Intermittent availability. ? Less SKU, compare to its competitors. Less advertisement activities. promotional ? Inefficient distribution network. ? They spend very less on R in India, i. e. 0. 05% of their total turnover last year. ? Not present in all the P? s 38 product categories in India. ? The employment of foreign based local management who doesn? t have any international business experience ? Analysts feel P will not be able to change the structure of the market, or threat HUL in a big way, and will mostly be able to gain market share at the cost of smaller players (Source: Credit Suisse analysts Venugopal Garre and Hitesh Das naindia. com/money/report_procter-andgamble-gains-at-cost-of-profitability_1567479) Opportunity ? ? Digitize Transport Management System for better logistics. ? Increase capacity utilization of trucks. ? Global sponsor of Olympics for next 5 Olympics starting from London, 2012. This would demonstrate the powerful appeal of their brand portfolio and its tremendous global scale. This would help them in reaching 4 billion customers globally. ? P competes globally in 38 product categories, but in India they compete in less than 50% of their product categories. So here they have tremendous growth opportunity. ? They can come up with new innovative 10 | P a g e Threat ? Profits have declined 30-90% in all its India businesses. ? P Home Products Ltd which operates in detergents, shampoos and skin care is P India? s unlisted company. ? The India business makes a miniscule contribution to P? s global sales. ? Threat from its rivalry HUL, which is well established in Indian market for 75 years and also popular segment brands Market Plan for P Detergents products in popular segment to give competition to its close competitors. They have more than 16,000 product formulas and use more than 4,000 colors in their product labels and plastic packaging. Over the next two years, they can reduce the number of formulas and package specifications by 30% and the number of colors they use by 50–75%. Color simplification alone has the potential to generate up to $50 million in annual savings globally. (Source: pg. com/fr_FR/downloads/ann ual_reports/PG _2010_AnnualReport. pdf) ? They should spend more on R in India. As of now, they spent Rs. 41. 05 lakhs last year, which is 0. 05% of total turnover. ? Growing industry ? Large untapped rural market ? Increasing middle class. ? Increasing propensity to consume owing to increase in disposable income Forecasting Sales Forecast for Detergent Market in INDIA Year 2009-10 2010-11 2011-12 2012-13 In billion Rs 121. 82 125. 91 130 135. 72 The Detergent market is expected to grow by 4. 4% for the year 2012-13 Sales Forecast for P in INDIA Year 2009-2010 2010-2011 2011-2012 2012-2013 Sales in billion Rs. 19. 48 18. 94 20. 40 19. 77 11 | P a g e Market Plan for P Detergents Demand (US million dollar) 700. 0 605. 4 600. 0 500. 0 400. 0 300. 0 200. 0 100. 0 0. 0 330. 351. 8 374. 1 398. 0 476. 6 423. 4 449. 2 505. 8 536. 9 570. 1 Demand (US million dollar) 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source: Philip M. Parker, INSEAD, copyright 2008, www. icongrouponline. com COMPANY HUL Nirma P Ghari Others Market Share 37% 19% 17% 10% 17% P? s share in the detergent market is 17% which includes both Ariel and Tide, While Ariel is prominent in the super premium detergent segment which comprises of 10% of the overall detergent market. 12 | P a g e Market Plan for P Detergents Goals and Objectives ? To arrest the fall of market share ? To improve distribution channel and increase availability through-out the country ? To revive the brand image of Ariel as premium laundry detergent P is having two detergent brands Tide and Ariel. Tide is catering to mid-price segment and Ariel is targeting premium segment. Ariel is in competition with HUL? s Surf which is the market leader in premium detergent segment. Ariel is presently struggling in the market, with limited availability in the market premium segment is ruled by Surf excel in machine wash and hand wash detergent segment. Surf has become generic brand for the detergent. Tide on the other hand is doing well; it is competing with Rin, Henko and Mr. White. P is not having any brand in lower segment (popular segment). Ariel is differentiated as a high quality, fragranced, tough on stains and soft to fabric detergent. Four different versions of Ariel are available in the market, Ariel 2in 1, Ariel Oxyblue, Ariel Ultramatic and Ariel Frontomat. Of these, first two versions cater to bucket wash and latter cater to machine wash. Tide is differentiated as fragranced and quick stain removal at affordable price. It comes in two variants, Tide Naturals and Tide plus. Both versions cater to bucket wash and target upper and lower middle class. P is not having any brand in popular segment. Brands in that segment are Wheel, Ghadi, Nirma and Fena. This segment caters to majority of rural market which is currently expanding rapidly. This market requires low priced fabric whitener. Core benefit Basic product Expected product Augmented product Potential product Fabric Cleaner Detergent powder Fabric friendly, soft to hands, cleaning stains, color friendly Fragrance, active enzymes, lathering Liquid detergents, gel based detergents 3 | P a g e Market Plan for P Detergents Market Penetration Strategy Brand Ariel Tide Proposed new product in economy range Overall product line Short Term Increase market share Defend market share Increase market share Increase and defend Long Term Maintain market share Control market share Maintain market share Maintain and control Product Management Plan Product: ? Product line Mix Brand Ariel Tide New proposed product Plan Refine No change New product Expected Result Increased market share for this product No change Encourage trial Product Branding plan Brand Ariel Tide New proposed product Plan Modification Brand reinforcement Brand trial Existing Existing Line Extension New Brand Extension Expected Result Slight enhancement in Ariel 2in1 to make it competitive with Surf Excel Blue Continued awareness Create awareness New Multi brands New Brands Brand Development Strategy ? Ariel 2in1 and Ariel OxyBlu compete with Surf Excel Blue Surf Excel Quick wash respectively. Both are costlier than HUL? s brands and are perceived as of lower quality. Ariel 2in1 and Ariel OxyBlu should be modified so that their cleanliness properties are enhanced such as adding bleach agents especially for 14 | P a g e Market Plan for P Detergents white colored clothes. Also the line extension is required in Ariel to increase SKU? s and also to cover specific customer need. In BDS fig, Ariel lie in the 1st column. Ariel could also bring carry bag packing as use of polythene has reduced and also it would differentiate it from other ? For Tide, brand reinforcement is required to maintain current market share. New proposed product which is to target popular segment should be promoted and brand awareness should be created, it lies in the 3rd column of BDS. Packaging of new product should be attractive and should set it apart from Nirma, Wheel, Ghadi and Fena. It should also compete with brands of popular segments in terms of SKU? s, price, availability and quality. It should position itself as maximum form producing, quality cleaning at minimum quanti ty used Price ? As the industry is price sensitive, reduction in price of Tide or Ariel may lead to price wars as had happened before between P and Unilever. For new product, three SKU? s would be introduced 1Kg for Rs. 35, 475gm for Rs. 20, and 225gm for Rs 10. ? The product would be developed by reverse engineering for lower end segment 1Kg SKU MRP 35 Cost to retailer (Margin 15- 29. 75 10%) Cost to wholesaler (Margin 2. 5- 29 1. 5%) Cost to distributor (Margin 1- 28. 56 1. 5%) Cost to C (Margin 0. 5-1%) 28. 28 475gm SKU 20 17. 6 17. 25 17 16. 9 225gm SKU 10 9 8. 87 8. 77 8. 73 Considering 40% manufacturer margin, the cost that can be incurred is Rs. 17 per Kg 15 | P a g e Market Plan for P Detergents Pricing of different P products Costing We came to these prices as we made our own basic detergent. Here the major difference lies in the cost of enzymes. These enzymes, colour, perfume, oxygen-balls are the added features in the quality of detergent. Cost of enzymes is important as its range varies from Rs 20/- per 5 kg for local enzymes to Rs 2000/-kg and above for active enzymes. The companies have different mix of enzymes and add-ons that provides a particular attribute to a brand. Further the cost of Distribution and Promotion is added to the cost of manufacturing. Brand Weight Kg Price Rs(A) Price/1 kg Cost to retailer (Margin 12%) 294. 80 277. 20 149. 60 1. 76 175. 12 123. 02 545. 60 342. 32 436. 48 17. 60 0. 88 49. 72 Cost to Wholesaler (Margin 1. 5%) 290. 38 273. 04 147. 36 1. 73 172. 49 121. 18 537. 42 337. 19 429. 93 17. 34 0. 87 48. 97 Cost to Distributor (Margin 1%) 287. 47 270. 31 145. 88 1. 72 170. 77 119. 97 532. 04 333. 81 425. 63 17. 16 0. 86 48. 48 Cost to C (B) (Margin 0. 5%) 286. 04 268. 96 145. 15 1. 71 169. 91 119. 37 529. 38 332. 14 423. 51 17. 08 0. 85 48. 24 Price A-B Ariel 2 in 1 Ariel 2 in 1 Ariel 2 in 1 Ariel Oxyblu Ariel Front -o-mat Ariel Oxyblu Ariel Oxyblu Ariel Oxyblu Ariel Ultramatic Tide Naturals Tide Plus Tide Plus 16 | P a g e 3 2 1 0. 014 1 1 4 2 3 0. 4 0. 013 0. 95 335 315 170 2 199 139. 8 620 389 496 20 1 56. 5 111. 67 157. 50 170. 00 142. 86 199. 00 139. 80 155. 00 194. 50 165. 33 46. 51 76. 92 59. 47 48. 96 46. 04 24. 85 0. 29 29. 09 20. 43 90. 62 56. 86 72. 49 2. 92 0. 15 8. 26 Market Plan for P Detergents Tide Plus Tide Plus Tide Plus 6 2 0. 95 430 150 74 71. 67 75. 00 77. 89 378. 40 132. 00 65. 12 372. 72 130. 02 64. 14 369. 00 128. 72 63. 50 367. 15 128. 08 63. 18 62. 85 21. 92 10. 82 Pricing strategy for P detergent depends on the SKUs and brands. The New Product in popular category was following market-penetration pricing and give flat margin along the supply chain. This will help them promoting the product along value chain and also enhance the shelf space for the product. Established brand like Ariel and Tide follow different pricing strategy along their product line depending on the features and weight . Different promotion techniques are used long with traditional medium of Print and Television advertisement. This adds to the final price of the product. Brand Ariel 2 in 1 Ariel Oxyblue Tide Plus Ariel Oxyblue Ariel Ultramatic Ariel Oxyblue Tide Naturals Weight( kg) 3 4 0. 95 1 3 2 0. 4 Weight(gm) Price(Rs) 3000 4000 950 1000 3000 2000 430 335 620 56. 5 139. 8 496 389 20 Offer MRP 410/-, Discount 75/2+2 74 154 Discount on MRP 597 Free Bucket 400+30 gm Price/10 gm 1. 12 1. 55 0. 59 1. 40 1. 65 1. 95 0. 47 As seeing from the above table, the pricing strategy ranges from product line, Product bundling pricing, Discount pricing etc. 17 | P a g e Market Plan for P Detergents Brand Ariel OxyBlue Price/10grm 1. 95 Features Has a very nice aroma leaving your clothes ultra clean without the use of any bleaching. The potential of oxyblu cleans and degrease your daily cloth leaving a very nice and fresh smell Exclusively for Top load washing machines. The unique tumble wash technology of top-loading machines needs a special chemistry, which Ariel Ultramatic provides. It completely eliminates the need to bucket soak and a scrub Exclusively for front load washing machines. The unique tumble wash technology of front-loading machines needs a special chemistry, which Ariel Front-o-Mat provides. Using Ariel Front-o-Mat completely eliminates the need to bucket soak and a scrub. Ariel Spring Clean with a floral fragrance, and Ariel Fresh Clean with a refreshing fragrance. combination of „superior cleaning? and „a choice of fragrances? Tide provides „Outstanding Whiteness? on white clothes excellent cleaning on coloured clothes as well. With fragrance of jasmine and superior Superior washing with lemon and sandal fragrance Ariel Ultramatic 1. 65 Ariel Front-O-Mat 1. 99 Ariel 2 in 1 1. 58 Tide Plus .75 Tide Natural .47 18 | P a g e Market Plan for P Detergents Distribution Channel and strategy: Manufacturer Agents(C Regional Distributor F)/ Sales Large retail stores Distributors Consumers Business Consumers Retailers Wholesalers Consumers Retailers Consumers Ariel is facing a major problem of availability in India and this can be tackled only by improving the distribution system. This can be achieved by creating distributors of global standard and by establishing Customer Business Development strategy. CBD (Customer Business Development) is a multifunctional strategy with a view to deliver volume and profits to the company. By partnering with the „Customers? the company ensure maximum involvement. CBD also aims at building the sales, shares and profits of the Customer (distributor). This leads to a decrease in the number of distributors however leads to an increase in profit per distributor. Another important step is to increase the coverage from 6. 2 lakh stores to at least 9 lakh stores by offering special discounts/ promotional offers to the retailers via the distributors The Importance of Distribution Most producers use intermediaries to bring their products to market. They try to develop a distribution channel (marketing channel) to do this. A distribution channel is a set of interdependent organizations that help make a product available for use or consumption by the consumer or business user. Channel intermediaries are firms or individuals such as wholesalers, agents, brokers, or retailers who help move a product from the producer to the consumer or business user. A company? s channel decisions directly affect every other marketing decision. Place decisions, for example, affect pricing. Marketers that distribute products through mass merchandisers such as Big Bazaar will have different pricing objectives and strategies than will those that sell to specialty stores. Distribution decisions 19 | P a g e Market Plan for P Detergents can sometimes give a product a distinct position in the market. The choice of retailers and other intermediaries is strongly tied to the product itself. Manufacturers select mass merchandisers to sell mid-price-range products while they distribute top-of-the-line products through high-end department and specialty stores. The firm? s sales force and communications decisions depend on how much persuasion, training, motivation, and support its channel partners need. Whether a company develops or acquires certain new products may depend on how well those products fit the capabilities of its channel members. Some companies pay too little attention to their distribution channels. Distribution strategy is considered to be the most effective because it affects the pricing strategy a better distribution strategy can lead to a better profit position and in turn would benefit the channel partners. Promotion Plan Brand Ariel Plan Increase frequency Message Arouse desire to buy, communicating effectiveness of fabric cleaning Maintain reach and Remind-awareness, frequency levels with hold interest existing ads Increase advertisement, sponsoring events Inform-awareness, gain attention Expected Results Meet target sales forecast Continue to saturate market with existing message Meet target sales forecas Tide New product P has only 3% share in television advertisements which is very low compared to its competitors. Ariel: The promotion will focus on women and youth and how using Ariel can save their time as it has very quick cleaning ability. This will be achieved by extensive advertising program. Regular advertisement for Ariel and Tide to create top of the mind consumer awareness of brand: These ads will be aired on business family entertainment channels like Colours, Star Plus, Sony, Zee during their prime time, on sports channels during special events and on lifestyle channels such as NDTV imagine zoom. Magazines like Femina, Cosmopolitan, Grihshobha, etc. 20 | P a g e Market Plan for P Detergents Budget Media Mediums Media Electronic/mass TV media Cost calculation (52 Days) x (4 Channels) x (2 Times a Day) x (2,00,000/30 Sec) Radio (52 Days) x (2 Channels) x (5 Times a Day) x (700/10 Sec) ICC twenty20 (20 slots per World Cup match for 27 matches) x (2. 5 Lakh /10 sec slot) Newspaper (52 days(Sundays))x (3 Newspapers) x (Rs. 450/sq. cm) Magazines (2 Magazines) x (6 issues) x (30,000 per issue per ad) Total Cost Rs. 8,32,00,000 Rs. 3,64,000 Rs. 3,50,00,000 Print Rs. 70,200 Rs. 3,60,000 Total Sales Force Total Rs. 21,89,94,200 50 executives x 12 x 15,000 per Rs. 90,00,000 month Rs. 22,79,94,200 Marketing Implementation, Evaluation, and Control The five modules of MIEV are: 1. Annual plan control It comprises at least five performance gauging tools: I. Sales analysis: ACTUAL SALES: RS. 20. 40 billion TARGET SALES: RS. 19. 77 billion Market-share analysis: (19. 77*100)/135. 72= 14. 57% Expense-to-sales analysis Rs. 227,994,200 Financial analysis Profit Margin= 2. 73/19. 77= 0. 14 II. III. IV. 21 | P a g e Market Plan for P Detergents 2. Profitability control: Money spent on Media i. e. on print mass media: Rs. 218,994,200. 50 Sales Force executives, earning 15000/month: Rs. 9,000,000 This would result in Net profit of 2. 73 billion 3. Efficiency control: It involves micro level analysis of various elements of the marketing mix including sales force, advertising, sales promotion distribution. Money spent on Media i. e. on print mass media: Rs. 218,994,200. 50 Sales Force executives, earning 15000/month: Rs. 9,000,000 4. Strategic control: Strategic control processes allow managers to evaluate a company? s marketing program from a critical long-term perspective. This involves a detailed and objective analysis of a company? s organization and its ability to maximize its strengths and market opportunities. ? To arrest the fall of market share ? To improve distribution channel and increase availability through-out the country ? To revive the brand image of Ariel as premium laundry detergent P? s detergent market share is not increasing at fast pace, so our new marketing strategy would enhance it. We have reduced the number of distributors, converted them to mega-distributors, that would decrease the product cost increase Net profit. We are also investing 22. 8 crores in Advertisements promotions, so as to increase the brand image of Ariel. We are also going to add a new chemical to the product, to enhance the effectiveness of detergent. 5. Marketing audit We are going to Target Sec A1-E3. For each segment we have different SKU of Ariel Tide. Changes could come from marketing research function. For example, results of a customer satisfaction study may signal to modify the new product that is being offered 2 | P a g e Market Plan for P Detergents Marketing Changes and contingency plans ? If a new brand is launched in competition with Tide then promotional expenditure for Tide has to be increased to maintain the market share. This may involve Price-offs and Bonus packs which will increase expenditure ? If a competitor launches new product or reacts aggressively to P? s plann ed new product in low-price segment by reducing price then free samples would be given in order to encourage trial Review of Company website The look of the site is quit basic and pedestrian. There is no use of graphics, animation and sound. Very limited information is present on the website about the company and its different brands. Few Characteristics of the Site Look and feel readability Ease of use Site map Return to Home Page from any page Use of attractors Use of valuable graphics Use of valuable animation Use of valuable sound Level of interaction Available in multiple languages Accessibility for the disabled Automatic email response Personal email response The company stock price performance Improvements that can be done: ? Use of web 2. 0 to develop a Rich Internet Application ? Popular advertisements can be streamed though site and can be share by the visitors on their various social networking site profiles ? Information about latest offers, competitions, freebies and new products should be present on site ? Strong social media presence with links to Facebook, twitter etc. profiles on the site. ? Site should be regularly updated with latest news casts on it Poor Yes No Yes No No No No Low No No No No No 23 | P a g e Market Plan for P Detergents There should be better feedback and complain soliciting forum on the site for better consumer relationship ? It should give the user flexibility to choose his regional language and text and advertisements should be displayed accordingly 24 | P a g e Market Plan for P Detergents References Indiastat. com EBISCO P. com P-India. com Principles of Marketing Wikipedia. com dnaindia. com/money/report_procter-and-gamble-gains-at-costof-profitability_1567479) ? Econo mics. com ? DNA ? ? ? ? ? ? ? 25 | P a g e

Describing Non-Disabled Children as Typical

Describing Non-Disabled Children as Typical Typical, or Typically Developing is the most appropriate way to describe children who are not receiving special education services. Normal is frankly offensive since it implies that a special education child is abnormal.  It also implies that there is a single norm for children.  Instead, it is preferred to refer to children without disabilities as typical because they have the behavior, intellectual ability and functional skills we would typically see in children of their age. How Mental Disability Used to be Defined At one time, the only measure of whether a child was disabled was how he or she performed on a measure of Intelligence, known as an IQ Test. Describing the intellectual disability of a child was defined by the number of IQ points below the mean of 100 a child would fall.  20 points was mildly retarded, 40 Points was severely retarded.  Now, a child is to be considered disabled if her or she fails to respond to intervention, or RTI.  Instead of performance on an intelligence test, the childs disability is defined by his or her difficulty with grade appropriate academic material. How to Define Typical A Typical child would perform within a standard deviation of the mean of all childrens performance.  In other words, the distance on either side of the mean that represents the largest part of the curve of the population. We also can benchmark the social behavior of typical children as well.  The ability to talk in complete sentences, the ability to initiation and maintain conversational exchange are behaviors, behaviors for which speech language pathologists have created norms.  Oppositional defiant behavior can also be compared to the behavior expected of a child of the same age without disruptive or aggressive behavior. Finally, there are functional skills which children typically acquire at certain ages, such as dressing themselves, feeding themselves and typing their own shoes.  These can also be bench marked for typical children.  At what age, does a child child tie his or her shoes?  At what age does a child typically cut his or her own food, using both hemispheres. Typical is especially appropriate when comparing a typically developing child with a child on the autism spectrum.  Children with autism spectrum disorders have a great many language, social, physical and cognitive deficits.  In many cases they are related to developmental delays that children with autism experience.  It is often in contrast to typically developing children that we can best describe the needs of special education children. These students are sometimes referred to as Regular Education Students or General Education Students. Example of How to Use the Word   Ms. Johnson looks for as many opportunities as possible for her students with severe cognitive challenges to engage their typical peers.  Typical children encouraged the children with disabilities while at the same time modeling age appropriate behavior.

Weekly ass. #10 Essay Example | Topics and Well Written Essays - 250 words - 1

Weekly ass. #10 - Essay Example business cant afford, try living in a world without it.† [2] Our Government has also taken initiative to honor the best organization that has effectively followed this principle of "eco-friendly business†. Major issues of global warming and climate change are faced by our planet. These problems affect badly to mankind, scenery and animals. Hence, I request you to help the environment by following "eco-friendly business" factor. There are many ways through which we can help the environment. We can avoid using extra wooden infrastructure and wasting papers in our offices. We can reduce the rate of releasing gases that are harmful for the ozone layer. It is very important for humans to survive on earth. The award of best "eco-friendly business" will be a token of respect, and it will be a great achievement for our company if we win this award. Our efforts will definitely help the environment and increase the awareness of eco-friendly nature of chemical industry. I hope that you will consider our mission of eco-friendly business in future while developing our business. â€Å"The only way we can do this is if we get back in the world’s fight against global warming and prove it is good economics that we will create more jobs to build a sustainable economy that saves the planet for our children and grandchildren. It is the only way it will work.†

The Models or Schools Of Thought to the Management of Business Essay

The Models or Schools Of Thought to the Management of Business Strategy - Essay Example The present research has identified that the strategic models during the 1980s were predominantly premised upon factors external to the organization. They pertained to elements in the business environment which shaped the manner in which the corporation responded. The advantage of these strategies is that they are market-oriented and therefore are keen to capture opportunities and avoid threats; however, they largely ignore or overlook the internal resources and capabilities of the company and its strengths and weaknesses. As a result, the strategic plans are not always feasible for the company to implement, or the firm may be ill-equipped or their personnel ill-trained to properly execute it.   Porter’s model focuses on five forces that are external to the firm but internal to the industry to which it belongs. The stronger these forces are, the more limited a firm is in building profits; on the other, weak forces indicate that there are more opportunities to earn profits. O ver time, the strength of each of the forces may change, together with changing industry conditions. It is the manager’s task to take cognizance of these risks and opportunities and to formulate an appropriate strategy in response to these forces. Each of the generic strategies adopts a fundamentally different approach in â€Å"creating, sustaining, and combining a firm’s competitive advantage† and deciding on what its specific target shall be. The clear-cut distinctions the model makes among the strategies tend to be simplistic and misleading because a cost leader cannot ignore the basis of differentiation – that is, the cost leader must at least achieve parity or proximity on the basis of differentiation as its competitors for it to realize an advantage over them in cost. Conversely, the firm relying on differentiation must attain a cost structure at parity or proximity to its competitors, by reigning in costs that do not impact on differentiation.