Dr Jekyll and Mr Hyde Essay -- English Literature

Dr Jekyll and Mr Hyde This novel is more than just a traditional horror story as it has many hidden and complex meanings and explanations, of what seem and would have normally before this book, been simple events. Stevenson has very strong opinions and some are expressed in the book. A traditional horror story would either be a super natural In this novel Stevenson's characters, Jekyll and Hyde, are stereotypes of people who are 'good' and 'evil'. The good is the friendly doctor (the caring profession) and the evil is the hunched, ugly murderer. These two stereotypes combine to create the average man who has the capacity to be both 'good' and 'evil', and they have both 'good' and 'evil' thoughts and emotions. All people have the same emotions, some good and some bad and, like Hyde, when you follow the evil emotions like hate, jealousy and revenge, you are considered evil. Jekyll and Hyde both have these 'evil' emotions but what makes Jekyll 'good' is that he hides them, Jekyll is driven by reason whereas Hyde is driven by desire, he'll do what he wants when he wants. Londonand Jekyll's Houses The street where Jekyll lives is described as merely an anonymous street in London, whose shop fronts "like rows of smiling women" have a brightness that stands out in contrast to the dingy neighborhood. And yet on this street, two doors from the corner, stands a dreary, Gothic house, which "bore in every feature the marks of prolonged and sordid negligence." As we proceed further in the novel, Jekyll's houses will be seen to have their own connection with the characters prosperous, respectable, as well as threatening, mysterious, and sinister. It is clear by each of its two appearances the respectable; Je... ...public has seen only a veneer of my real self." This is true due mostly to the fact that no one knew Mr. Hyde was a part of Dr. Jekyll. Jekyll constantly emphasizes the greatness of his background. He reminds us of his wealthy family, and great education. But he also states "that man is not truly one, but truly two." Dr. Jekyll needed something, or someone to represent the evil which has built up inside of him. He created this through experiments, which lead to a potion. This potion transformed him anytime he wanted. He was transformed into Mr. Hyde. Evil is just a small portion of men, perhaps that is why Mr. Hyde had a dwarfish appearance. The main point was that the potion took over his life, and Dr. Jekyll finally realizes he is unable to transform back into his goodness. He attempts to commit suicide, as this is his only way of destroying Mr. Hyde.

Outline of persuasive speech Essay

Specific purpose: To persuade my audience that IQ testing is not a valid measure to be used on modern populations. Central Idea: At the end of my speech the audience will know all about the disadvantages of IQ testing in addition to the bad impact it has on today’s society. Introduction: After taking 3 different IQ tests and averaging the results I can tell you that my IQ is either of 82 which is considered as low average or of 123 which is considered as superior! Ask yourself one question; would you look at me differently if you knew which one it really is? At the end of the speech you’ll know all about the disadvantages of IQ testing and why it is not a fit measure to be used on modern populations.  I’m going to first tell you about the consequences that a low IQ test result can have on a person’s life, then I’m going to tell you about how the IQ test is in fact not as reliable as anyone would think and finally even though it might not be 100% reliable it is still the best existing way of measuring logic. Body: I- A low IQ test score can result in having a psychological as well as a social impact on the test taker. A. Social impact: 1. The most dangerous assumption on IQ testing is that it measures someone’s biological or inborn intelligence that is set in stone and therefore can never change. The family and the teachers of someone with a low IQ will expect much less of that person which will then fail because of the lack of encouragements he is receiving. 2. Moreover, according to Bruce Uditsky in his article:† One of the original purposes of IQ tests was to determine or predict which students would require additional help to be successful in school. It then is an interesting question as to how these IQ scores evolved into stigmatizing, categorizing, racially prejudiced and negatively life-defining outcomes for students with developmental disabilities and others†. B. A child with a low IQ score will start feeling inferior to his  friends specially that at a young age competition between friends is at its peek. The negative labels applied as a consequence of an IQ test are lifelong and in the current context of our society limiting and hurtful. Transition: Therefore it is important to ask ourselves if this test that can determine if someone is mentally less capable than someone else is in fact reliable enough. II- The reasons why intelligence quotient tests are not reliable enough: A. A score can differ significantly from one IQ test to another taken by the same person, in the same conditions: 1- â€Å"During 2002–2003, as part of validation for their new IQ test, the KABC-II, Alan and Nadeen Kaufman looked at IQ test scores from a dozen children aged 12-13 who were tested on three different contemporary IQ tests. The first thing to note is that those exposed to greater opportunities for learning tended to score higher on IQ tests than those from lower-SES backgrounds. But even collapsing across SES, every single preadolescent had a different IQ score based on which test they took. The differences for the dozen children ranged from 1 to 22 points, with an average difference of 12 points†. 2- Therefore if a chi ld scored 75 on a test he would be labeled as â€Å"slow learner†, but it is very possible that the same child could have scored 95 on another approved IQ test, and a score of 95 is an average score. B. Moreover, IQ tests are culturally unfair, most of the approved ones are designed for use among white middle class children. And as we can see in this slide, an average Ethiopian person would be considered retarded in Hong Kong. Transition: On the other hand IQ tests are still the best way to measure logical thinking and can benefit children who get a good score on it. III- Benefits of IQ testing: A. If a student who has a high score is having difficulties learning, directly an assumption is made that his learning processes needs to be understood and educational strategies need to be applied in order to help the student become successful. B. In addition, if we don’t generalize it to be a test that measures intelligence IQ testing is the best way to measure logical abilities, which is the closest thing to intelligence. Conclusion: In conclusion, because IQ tests are administered by human beings on human beings, they are not 100% reliable and the same person can get very  different results on two different tests and because they are culturally unfair; IQ tests shouldn’t be considered as a valid measure of human intelligence and therefore a person with a low score should not be categorized and stigmatized for life. References: Udistky, B. (n.d.). IQ testing: A critique for parents of children with developmental disabilities. www.acl.org. Retrieved December 5, 2013, from http://www.aacl.org/clientuploads/documents/IQarticle.pdf Kaufman, S. B. (2013, July 7). IQ tests hurt kids, schools — and don’t measure intelligence. www.salon.com Retrieved December 5, 2013, from http://www.salon.com/2013/07/07/iq_tests_hurt_kids_schools_and_dont_measure_intelligence/ Countries with the Highest / Lowest Average IQ. (n.d.). Statistic Brain RSS. Retrieved December 5, 2013, from http://www.statisticbrain.com/countries-with-the-highest-lowest-average-iq/

All-New Bmw 3-Series Features Aggressive Pricing Strategies

Many Option Prices Stay the Same Despite Improvements Better than the outgoing model in every way, the all-new BMW 3-Series wont increase much in price when it goes on sale later this month. The 2006 325i will start at $30,995, only $1,695 more than the 2005 model, despite featuring an entirely new design, upgraded 3. 0-liter inline six-cylinder engine that now makes 215-horsepower compared to the 2005 models 184-horsepower rating, a new six-speed automatic transmission with manual mode, enhanced chassis engineering and steering geometry, totally revised interior, and more. The top-line 330i is improved too, featuring all of the 325is upgrades plus an all-new 3. 0-liter engine that produces 255-horsepower compared to the outgoing models 225-horsepower rating, while torque is up from 214 lb-ft in the current car to 220 lb-ft. Like the 325i, the 330is base price will rise when it goes on sale, but only by $1,295 to $36,995. Both new engines are the first in large-scale series production to incorporate magnesium as a main component, a metal that is 30 percent lighter than aluminum. The engines are also the first six-cylinders in the BMW family to make use of Valvetronic, the brands variable valve timing system. Other option groups include the $2,200 Navigation package, up $400 from last years navigation system, but now featuring integrated voice recognition for hands free actuation of ancillary functions. A Cold Weather package, at $1,000, the same price as last years version, adds a ski bag, fold down rear seatbacks, heated front seats and retractable headlight washers. A Premium package, available on both models, is priced at $2,900 in the new 325i compared to $2,300 in the outgoing car. It features the same power glass sunroof, leather covered 8-way power front seats and drivers side emory, and Harmon/Kardon LOGIC7 audio system. The new model also features power folding mirrors in premium guise. The Premium package for the 330i is priced the same as last years version, at $2,200, and features everything that is available on the 325i Premium package, less the power seats with drivers side memory, which come standard on the 330i. Other Premium features include a universal garage door opene r, auto dimming exterior mirrors, drivers seat lumbar support, a compass in the mirror, Dakota leather seats and trim replace Montana leather seats and trim, and a Harmon/Kardon LOGIC7 audio system. The 2006 3-Series is also available with a Sport package, just like the 2005 model. At $1,600, it is $200 more expensive than the outgoing cars, and continues forward with updated versions of the same features, such as sport seats with electrically adjustable seat width, a 3-spoke leather-wrapped steering wheel and 17-inch alloy wheels, plus a sport suspension. The only difference, feature to feature, is the addition of performance-oriented run-flat tires. The price of the 330is Sport package has increased from $1,400 in 2005 model year vehicles to $1,600 in 2006, and also features the new run-flat tires. Other stand-alone options dont rise in price much either, and in the case of the new 6-speed automatic transmissions extra forward gear, offer major improvements in design and engineering. That transmission only goes up by $225 at $1,500 compared to the 2005 models $1,275 optional gearbox, while the Dakota premium leather upgrade will cost $1,450, the same price as the 2005 cars Montana leather package. Park distance control is once again $350, while metallic paint remains a $475 option. New for 2006 will be adaptive headlights, which point a set of bulbs in the direction the car is turning, active cruise control at $2,200, which will automatically slow the 3-Series down when approaching a slower vehicle, and active steering, a $1,250 feature that essentially adapts the steering ratio to vehicle speed, but its electric-motor-assisted, planetary-gear-motivated rack-and-pinion system is much more sophisticated than conventional speed sensitive steering counterparts, common to luxury cars of all stripes. Steering response to input is much quicker than any other car, at about 1. turns lock to lock, making maneuvering into, around and out of tight spaces such as parking lots incredibly easy. To put this in perspective, most cars need about twice that amount to turn the wheel from full left to full right, or about 3. 5 turns lock to lock. The reason for this is so steering input isnt too direct at high speeds. At 1. 7 turns a car traveling at highway speeds would simply da rt off the road with minimal input, not a good thing. Active Steering, however, electronically and mechanically adjusts the ratio to about 4 turns lock to lock when velocities demand. Both the 325i and 330i will be available with BMWs xDrive all-wheel-drive system in October, which is when the new 3-Series Touring, a sports wagon derivative, will arrive in dealerships. While there is no word on pricing for the 325xi or the Touring version, expect each models final window sticker to remain close to 2005 levels, if the pricing of sedan models is any indication. BMWs aggressive pricing strategy will help it maintain leadership in the compact premium class, a position it has enjoyed since the first 3-Series debuted in 1977.

Kung life Essay

1. How does Lee assess the day-to-day quality of !Kung life when they lived as foragers? How does this view compare with that held by many anthropologists in the early 1960’s? Lee begins to assess the day-to-day quality of the !Kung by keeping records of their food sources and water sources. He makes table depicting the !Kung’s movements during dry season to wells of fresh water. He documents how many different groups stay at which well. He tables all the available species of crops and food and comes to the conclusion that out of 75 percent of the listed species of food the !Kung are only using a selected few. One of the most utilized food is Mongongo nut that will grow in harsh weather conditions. A !kang was documented saying â€Å"why should we plant, when there are so many mongongo nuts in the world†. These charts indicate that the !Kung are not living from hand to month on the verge to starvation as previously believed. If the Bushmen were living on a starvation level then Lee theorizes that one would expect them to exploit every available source of nutrition. 2. According to Lee, !Kung children are not expected to work until after they are married; old people are supported and respected. How does this arrangement differ from behavior in our own society, and what might explain the difference? In our own society children don’t work until they are 14 or 15, some begin working at a younger age. A few 10 or 11 year olds with entrepreneurial spirits will go to houses offering services to cut lawns for $10 or what have you. It biggest difference between is that young men or boys in the !kung do not work until they are married. The possibility for that could be  the boy now has his own family now and must contribute to the hunt in order to provide for his own faction of the family. Elders in my society and in American culture I believe are no respected, they’re forced into nursing homes or become the burden of one unlucky sibling. The !kang respect and honor their elders possibly cause they honor knowledge and elders living the longest have the most to offer. 3. What was a key to successful subsistence for the !Kung and other hunter-gatherers, according to Lee? Lee stated one of the dominant themes contributing to successful subsistence of the! kung and other hunter gathers is the extreme importance of the environment in molding their cultures. These cultures are exemplified by cases in which their â€Å"technology† was simple yet utilized in such harsh and extreme environments. Lee urges the shift of thinking of hunting and gathering cultures as a persistent and well-adapted way of life. 4. In what ways has life changed for the !Kung since 1964? What has caused these changes? Chapter 10 1. What about the Koyukon and Inupiaq cultural knowledge of their environment resembles the controlled studies characteristic of the scientific method? Are there differences? â€Å"Unilineal evolutionists† label hunters and gather’s as unrefined or cultures that are less developed in terms of critical thinking. Lewis Henry Morgan would classify them savages, but the Eskimo cultures could debunk that theory. There is a lengthy cognitive process within the Eskimo ways of life. These hunters observe their natural environment in detail and get familiarized with it like scientists. They observe the animals they work with or hunt and develop theories about animal behavior and strategies to hunt their prey. Not only do they understand animal behavior from their studies but they also a wide array of knowledge about their land. These  traditional hunters are indeed refined they know how critically think and used their cultural knowledge of animal behaviors and their land to survive in one of the most cold and barren parts of the world 2. What do the Koyukon Indians have to know to successfully hunt a bear in the early winter? The Koyukon Indians must know how to find the bear’s den. The den entrances are hidden beneath 18 inches of powdery snow and are given away to subtle clues that the koyukon are familiar with. One of the clues are patches where no grass protrudes because the bear as clawed it away for insulation and â€Å"faint cavities in the ground hinting of the footprint depressions in the moss below †. After capturing the bear they must kill it in accordance to Koyukon customs and tradition. These rules and customs are set in place for the purpose of not disrupting the bear’s spirit and to show respect for the animal and the environment. 3. How can Eskimos predict sudden sea squalls? The Eskimo’s predict the sudden sea squalls but studying the habits of seals. The elder Eskimo was explaining seal patterns for when a seal comes up for breathe under the water. If the seal comes out of the water to breath with its back arched up right to sky and it’s head fully out of the water exposed then the weather will be a normal. But if the seal surfaces faced down with halfway submerged under water still then this was a preview for ominous weather to come that day. 4. By what processes do Inupiaq and Koyukon learn about Nature and the behavior of animals? The processes of cultural knowledge that is learned by the Inupiaq and Koyuken are, in my opinion, a prolonged participant observation. These people spend generations watching and living with the animals of their environments. They’ve learned hunting skills from polar bears, such as acting like a seal to sneak up on a seal. Many of their traditions and  knowledge of the environment is passed though the generations through form of participant observation. The men take the boys to hunt and they large amounts of time watching their life span watching these animals and living amongst them.

Marketing Communications-Muji

MKTG1266 Marketing Communications _______________________________________ Group Assignment By: Lin Jiaxin, Joyce (S3307512) Low Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365) Table of Contents 1. Situation Analysis 1. 1. 1. 2. 1. 3. Internal Analysis External Analysis (PESTLE) SWOT Analysis 3 3 4 7 9 9 10 11 11 12 12 13 14 14 14 16 16 17 18 22 24 26 32 32 33 34 35 37 38 2. M arket Problem /Opportunity 3. M arketing Objectives 4. Positioning 5. Com m unication Objectives 5. 1. 5. 2. 5. 3. 5. 4.Category Need Brand Awareness Brand Attitude Brand Purchase Intention 6. Cam paign Budget 7. Cam paign Target Audience 7. 1. 7. 2. 7. 3. Brand Loyalty Creative Targets Behavioural Sequence Model 8. Creative Strategy 9. M edia Strategy 10. Other IM C Activities 11. Evaluation and Control 12. Reference 13. Appendix 13. 1. 13. 2. 13. 3. (A) Model of Brand Loyalty for Generation Y (B) Media Schedule/Plan (C) Media Budget 13. 4. (D) Storyboard #1 and #2 for TV Advertisements 13. 5. (E) Sample of Print Advertisements 13. 6. (F) Sample of Microsite for Meiji’s Yoghurt 2 1.Situation Analysis 1. 1. Internal Analysis Financial †¢ Net sales for the past three years (FY 2008 to FY 2010) fluctuating due to the economic crisis in 2009 and the Japan disaster (in million): ? 711,394, ? 704,999, ? 708,142    †¢ †¢ Adopts a sustainable profit distribution policy to shareholders (MEIJI, 2011). Return on equity for the past three years (FY 2008 to FY 2010) on average is 4. 6% (MEIJI, 2011). Physical †¢ †¢ Many plants in Asia: Japan (several) Singapore, Bangkok (MEIJI, 2011). Research labs, offices and headquarters in Japan and overseas (MEIJI, 2011).Distribution vehicles that have been modified to ensure that the products are safely delivered (MEIJI, 2011). †¢ †¢ Materials are sourced locally (MEIJI, 2011). Uses technology and know-how cultivated in Japan to develop appealing products that are tasty and healt hy to its consumers (MEIJI, 2011) †¢ A comprehensive in-house quality control system called, Meiji-Quality Management System (M-QMS) that ensures the quality of their products (MEIJI, 2011). Reputation †¢ Acquired top brand position, from its imports of milk and yoghurt products in Singapore (Bangkok Post, 2012).Human Resource †¢ †¢ An estimated 14,861 employees work at Meiji (Japan). All employees are guided by a three-part system of principles, which are the group’s approach in building brand power and achieving continuous growth in corporate value (FBR, 2010). Technological 3 1. 2. External Analysis Political: †¢ Local broadcast market monopolised: MediaCorp is the largest and only media broadcaster (MediaCorp, 2012) so the content of the advertisements need to follow the requirements/practices set by the company. Government support: encourages research and development (R&D) to develop tools and customised applications that engage consumers (Singap ore Media Fusion, 2010). †¢ The government and its laws: companies pressured to be more socially responsible (Cihangir, 2008). Thus, when conceptualising advertising campaigns, the organisation should be careful about using taboo or sensitive topics. Economical: †¢ Recession: companies identify marketing activities as a cost, rather than an investment so marketing budget are usually the first to get trimmed down (Fader, 2008).Meiji should not adopt this view as research shows that companies who continue to advertise during such times perform better in the long run (McGraw-Hill, 1986). †¢ Cost-effective advertising during recession: cost of advertising is relatively cheaper since many companies are holding back (Billetts, 2009) as such media channels are more willing to reduce their prices. Companies can further benefit from this as they can finally break through the clutter, with lesser advertisements available in the marketplace. Healthy economy equates to stiff comp etition: companies are fighting for a slice of the market share so they spend more money on advertising. This results in lesser advertising space available and creates a dense marketing atmosphere thus tiring and irritating the consumers. Social: †¢ Increasing popularity of social networking sites: penetration rates for Facebook and Twitter are 48. 9% and 16% respectively (Clicktrue. biz, 2011). A report by Firefly Millward Brown (2011) suggests that 4 Singaporeans are so connected that their families, friends and other personal details in the real world can be found in the virtual world. †¢ Diverse race and religion background in Singapore: important that the advertising materials are mindful of the diversity. Consumers spend more time online than ever: internet usage averaging 10. 5 hours in Singapore (Internet World Stats, 2011), to reach them and stay competitive, it is important for Meiji to have a strong presence on the social web. †¢ Consumers are more favourab le towards green-marketing: they want to associate themselves with companies that are environmentally-friendly. As such, it is important that Meiji communicates its belief in protecting the environment through its practices. Consumers adopting a more socially and environmentally conscious behaviour: cause-related marketing can boost company’s public image (Alden Keene and Associates, 2007), helps to differentiate the company from their competitors and encourages customer loyalty. Meiji can communicate and inform consumers about their CSR practices to take advantage of this point Technological: †¢ Technology is constantly evolving: highlights importance for companies to ‘be on their toes’ with regards to technological changes (Bearden, n. d. ).Today, when communicating with consumers, companies have to look out for both traditional and new media in order to effectively. †¢ Benefits of technology: integrating technology into marketing efforts help to redu ce costs and increase efficiency (Lee & Carter, 2009). Meiji can consider incorporating digital advertising to reach a larger group of audience instead of relying on traditional forms (eg: POP display). †¢ Shift of budget dollars: rising trend of companies shifting budget dollars towards digital advertising and social media (Entrepreneur, 2011), but companies should not neglect its traditional media.Instead, they may want to include URLs or QR codes in its traditional advertising. 5 †¢ Integration of Singapore’s media: all of Singapore’s media integrated together (ie: MediaCorp’s TV, radio, newspaper and website advertising channels), companies can benefit from the presence of these media channel Legal: †¢ †¢ Advertisers’ creativity is restricted due to strict regulations in the local advertising scene (ZDnet Asia, 2011). Consider intellectual property issues when designing communications materials (WIPO, 2005).In the case of using com petitors for comparisons, advertisers have to be weary of trade defamation (Intellectual Property, 2010). †¢ With the Singapore Code of Advertising Practice in place, advertisers should note that the content of the marketing campaign must not subvert values of the society (CASE, 2008). Environmental: †¢ Increased popularity of green marketing: more companies adopting environmentally-friendly image but, due to rise in â€Å"greenwashing† (false claims from companies) consumers are wary of such claims (Spors, 2011).Meiji can counter this by demonstrating their green practices through their website to gain consumers’ trust †¢ Green practice is now the â€Å"in† thing: highlights attractiveness of broadcast and social media since they do not contribute to any waste; unlike traditional media, which involves printing and distribution of resources †¢ Truthfulness in eco-friendly image: companies have received severe backlash from claims that were fo und to be misleading and untruthful (Ottman, 2011). This will eventually tarnish the brand of the companies.This again highlights the importance of truthfulness so Meiji needs to take this into consideration. †¢ Social media users highly conscious about social and environmental issues: good news to companies as these consumers are more prone to rewarding responsible companies (Buhner, 2011). This further proves the importance of adoption of environmentally and socially friendly methods in the running of the business and their advertising method. 6 1. 3. SWOT Analysis Strength †¢ Japanese brand so consumers likely to †¢ form favourable impressions of Meiji, associating good quality to their †¢ in products (Maheswaran, 2006). A leading manufacturer in dairy products probiotic †¢ that specialises dairy products brands Weakness Meiji faces competition from other diary with bigger market share (Euromonitor International, 2011). While competing brands are developi ng their yoghurt products with more exotic brands and benefits and to cater in to their consumers’ changing taste, Meiji lacks diversification yoghurt dairy flavours products (Euromonitor (Bangkok Post, n. d. ) Well-developed brand awareness of its confectionery and selected products in Singapore (Meiji Seika Pte. Ltd. 2008), thus newer products can †¢ leverage on established brand image †¢ Meiji is amongst the top five leading brands in the Yoghurt and Sour Milk industry in Singapore (Euromonitor International, 2011). †¢ Meiji’s product offerings perceived as a functional food and a healthier snack or dessert choice by consumers (Scientist Live, n. d. ). †¢ Comprehensive quality control system so quality and consistency is assured (Meiji Holdings Co. Ltd. , 2011). †¢ Involved in corporate (Meiji, 2011) social thus responsibility International, 2011) thus puts Meiji at a disadvantage.There are limited forms of marketing communications strategy used by Meiji (Singapore). For instance, the official website does not show the yoghurt products that they have to offer. creating a positive brand image for the company, as consumers today, are becoming more interested in CSR activities. 7 †¢ Opportunity Singaporeans are becoming †¢ Threats Food product safety has been a huge threat in the food industry, especially since the milk contamination problem in 2008 has caused even greater concerns over food safety (Associated Press, 2007).As such, it is important that Meiji ensures the highest food safety practices to prevent damages in its brand image and lose the trust of its faithful increasingly health conscious (The Nielsen Company, 2009). They are seeking a healthier lifestyle but their habit of snacking still exists (Nutrition Singapore, 2007). These two factors provide an opportunity for Meiji yoghurt as it is a healthy snack. †¢ As mentioned previously, consumers are getting more ethically and environmentally awar e, and have a †¢ tendency to purchase from companies that are conscious of these factors too (Spors, 2011)!As Meiji practices CSR (MEIJI, 2011), by maximising this emotional factor in consumers, we can †¢ further appeal ourselves to them. †¢ Yoghurt has managed to revitalise itself in the market, and insiders say it will continue to do so. This is due to the innovation opportunities brought about by the different combination of fruits and flavours, and the content of it, such as low fat, low sugar etc (Decker, 2009). †¢ customers. A shift in demand in the dairy products (ie milk and yoghurt) that are low priced have resulted in price wars and an increase in promotion expenses (MEIJI, 2011).Huge availability of substitutes in the market pricing (Euromonitor, and appeal 2011). to the These general substitutes are different in their taste and consumers, especially due to the sweet factor in these snacks. However, the winning factor for is that Meiji’s yoghurt s are offering consumers the best of both worlds – a healthy and delicious in every cup of Meiji’s yoghurt. Now who says you cannot have your cake and eat it too! Rising cost of raw materials due to fluctuations in supply and demand, natural disasters etc have affected the production cost. 8 2.Market Problem/Opportunity There are two trends evident in Singapore according to two separate studies: †¢ †¢ Growing trend of healthy eating in Singapore (Health Promotion Board, 2008) 75% of Singaporeans snack at least once a day (Nutrition Singapore, 2007) While consumers in Singapore are seeking a healthier lifestyle, they still demand snacks that have health benefits without compromising on the taste of the product (Leatherhead Food Research, 2011). Another interesting point to note is that the functional beverage market, which includes yoghurt and smoothies, is a booming market, with global sales exceeding $9. billion (Freshandhealthybrands. com, 2012). In Singapo re specifically, yoghurt and sour milk drinks have grown in popularity, with yoghurt increasing in popularity thanks to the yoghurt cafes that have sprung recently. This has led to an increased awareness of the health benefit of yoghurt (Euromonitor International, 2011). As such, all of these presents an opportunity for Meiji yoghurt to take advantage of – the adoption of healthy living and Singaporean’s habit of snacking. Meiji yoghurt fits perfectly into the picture as it is a snack that is not only healthy, but delicious too!We can leverage on this opportunity to inform the consumers that it is not necessary for them to remove snacks/desserts from their meals completely; instead we have the perfect replacement: a cup of healthy and tasty Meiji yoghurt that comes in strawberry, mixed berries, aloe vera, nata de coco and mango! 3. Marketing Objectives From 2004 to 2009, Singapore’s yoghurt market had a compounded growth rate of 8. 3% (MarketResearch. com, 2011) . In 2011, Meiji held 4. 7% of the market share out of $15. million of the yogurt sales (Euromonitor International, 2011). As such, these would be our marketing objective are as follows: 9 †¢ †¢ †¢ †¢ Increase market share by 0. 5% to reach 5. 2% market share To stimulate sales of $8. 112 million, up from $7. 332 million Increase awareness and knowledge of product and brand by 20% Establish a 30% change in the perception of yoghurt among target audience 4. Positioning We positioned Meiji and its competitors against their percentage of brand shares obtained in 2010, and their current product offerings.Although Marigold, Yoplait and Meiji has fewer varieties (ranging between four to six flavours), they have higher brand shares, as compared to Nestle with as much as 11 different flavours. This could be due to Nestle’s relatively new entrance into the market. As mentioned previously, as consumers seek exotic flavours, Meiji needs to strengthen their brand to p revent Nestle from taking over by building brand loyalty and constant innovation. Through our advertising campaign, we aim to gain stronger brand awareness resulting in a higher percentage of brand shares. 0 5. Communication Objectives The team aims to achieve these objectives through our Integrated Marketing Communications Plan: †¢ Primary objective: To change consumers’ perception of yoghurt from being a healthy food, which has a negative connotation as healthy food is associate to bad tasting food (The News Herald, 2012), to accepting yoghurt as a healthy and delicious alternatives to snack †¢ Secondary objective: To increase consumer’s awareness and knowledge of the product and brand name, in this case being Meiji’s yoghurt 5. . Category Need Due to the different characteristics and lifestyles of our desired target audience, the team has established a category need for each target group: 1) 15 to 25 year olds that do not eat yoghurt: this particula r segment seeks a healthy lifestyle but they still want their sweet tooth to be fulfilled. A gap between their desired state and their actual state exists so we aim to fulfil it by convincing them that Meiji yoghurt is able to fulfil their need of having a healthy snack that taste good, if not great!It is a perfect substitute that gives them the same delight they get from eating other snacks, but without the same unhealthy content. 2) 26 to 35 year olds that seek convenient snacks: with Singapore’s workforce having a reputation of clocking in the most hours at work in the world (International Labour Organisation, 2010), many forgo having lunch as they are too busy. This suggests that snacking is not even an option for them consider. Again, a gap exists because their basic need of eating is not fulfilled and their want to snack is not met.This provides an opportunity for us to take advantage; by reminding consumers that Meiji exists as a convenient and healthy snack that can b e purchased anywhere and be eaten anytime (as long it is kept refrigerated). 11 5. 2. Brand Awareness Brand awareness is important for many reasons: it enables the brand to be in the consideration set, create sales, determines one’s purchase decision and formation of brand image. This is especially important for fast moving consumer goods as consumers spend little to no effort in information search due to the low involvement nature of the product (Pitta & Katsanis, 1995).The team hopes to establish a long-term brand awareness of Meiji’s Yoghurt through a two-stage process: †¢ First stage: creating brand recognition by informing consumers of the benefits of Meiji’s yoghurt and differentiating ourselves (Morebusiness. com, 2006). This will be done through our television advertisements, which may result in them leaning towards our product as their product choice when they visit their nearest store to choose between the many different brands offered.This is due to the sheer exposure of our advertising that prompts them to think about Meiji when given a visible cue, in this case being yoghurts (Keller, 1993), thus illustrating the positive effect of our marketing effort. †¢ Second stage: establish brand recall by building strong brand equity so that consumers are able to recall Meiji’s brand without aid. This will be done through PR, as people believe other consumers more than advertisements (Nielsen, 2009), and through viral marketing, which helps create excitement about the brand.By successfully achieving top-of-mind-awareness, consumers will think of Meiji each time the urge for snacking will arise. 5. 3. Brand Attitude Brand image has been defined as â€Å"perceptions about a brand by the brand’s association in consumer’s mind† by Keller (1993). To create a good brand image, positive associations to the brands must be created. There are three dimensions to associations: attributes, benefits and attitude ; and these associations have to be unique, favourable and strong (Kelle, 1993). The team has identified these in the diagram below: 12 5. 4.Brand Purchase Intention The team propose to use â€Å"Liking† under Robert Cialdini’s Six Rules of Influence (1993) to motivate purchase intention as consumers are more likely to purchase from a brand that they like. We aim to make Meiji yoghurt, a fast moving consumer good that is typically a low-involvement purchase, an interesting product through our television advertisements, viral marketing and PR efforts. These efforts will illustrate how Meiji’s yoghurt is more than just a typical snack. 13 6. Campaign Budget Objective and task budgeting is being used in campaign budget so as to achieve the Meiji’s desirable market share of 5. 2%.Meiji had to accomplish two communicating objectives which are: a 30% change in the target audiences’ perception of yoghurt being an inexpensive and healthy yet delicious snac k and increase target audiences’ awareness and knowledge of the product and brand name by 20%. Reflecting on the communication objective of Meiji, the decided amount that is going to be invested in the advertising campaign will be approximately $1 million (calculations available in Appendix C). With this sum of investment in the advertising campaign, the team hope to fulfil the communicating objectives which ultimately, lead to the increase of the market share. . Campaign Target Audience For a marketing communication campaign to be successful, the company need to identify their target audience clearly. The campaign will be targeting two demographic groups. Primary Target Audience Demographic Psychographic †¢ Male and female aged †¢ Health-conscious 15-25 (students) †¢ Enjoys quality, tasty, healthy food †¢ Male and female aged †¢ Time-deprived 26-35 (working adults) †¢ Like to try new things †¢ Actively involved in social media Geographic Be havioral †¢ Everyone in Singapore †¢ Increasing involvement in family purchases †¢ Buy product based on convenience †¢ Less brand loyalty 7. . Brand Loyalty The first target audience will be new category users aged between 15 to 25 years old, who have not tried eating yoghurt. The second group of target audience will be working adults that are between 26 and 35 years old. They are favorable brand switchers that occasionally buy Meiji Yoghurt but don’t have a specific brand that they are loyal to. Majority of these people falls mostly within Generation Y. 14 Characteristics of Generation Y †¢ †¢ †¢ †¢ †¢ Less Brand Loyal Style Conscious Technology Wise Highly Involved in Social Networking/Media More Involved in Family PurchasesBrand loyalty is key to success in marketing communication. With the implementation of the integrated marketing communication plan, we hope to create brand equity, continued awareness and most importantly, inc rease consumers satisfaction thus encouraging repeat purchases (Keller, 1998). Meiji Yoghurt, being a fast moving consumer good, is a low-involvement purchase decision. In order for the product to gain awareness for the new category users, price is an important factor. Since they are new users, they do not have any compelling need to purchase a particular brand.One activity to encourage and persuade them to purchase would be sales promotion (Krishamurthi & Raj, 1991). After that, continued engagement with these consumers will potentially convert them into loyal customers. As for the second target audience, who are favourable brand switchers, changing their attitude and increase their liking for the brand would be beneficial. Through our comprehensive advertising plan, it will attract the attention of these consumers, allowing them change their attitude, perception, and may even develop a liking for the brand.This would help to decrease the likelihood of switching brands (Reid, 2005) thus, driving brand loyalty. 15 7. 2. Creative Targets – Sales personnel, friends, family members – Opinion leaders (famous online Influencer bloggers), friends, family members Initiator Decider Purchaser – Target audience themselves, family members – Target audience themselves, family members Informing them of the health benefits of Meiji yoghurt Informing them of both the taste and the health benefits Informing them that its value for money because of the quality of the yoghurt Informing them that its value for money because of the quality of the yoghurt â€Å"Creamier.Fruitier. Amazingly aMEIJI-ng† User – Target audience themselves 7. 3. Behavioural Sequence Model What (Decision Need Arousal Stages) Oneself, Sales Who Promoters, Friends, (Roles) Family, Colleagues, Media Home, In-store Where (Supermarkets), (Location) School/work Cravings for dessert, habit/routine (part of When their meal component), (Timing) losing weight, recalling/ex posure to advertisement Information Search & Evaluation Purchase UsageOneself, Friends, Oneself, Family, Family, Media, Sales Oneself, Family Friends Promoter Home, in-store, school/work, points of interactions between friends/family, Internet Cravings (random discussion with friends/family and comparing brands) Supermarket, Anywhere (E. g. convenience Home, Work, stores, vending School) machine Sales promoters, Cravings, Habitual purchase Part of meals, Feel like Snacking, When cravings arise Free samples, brand recall, cravings, How friends/family etc, Word of Mouth (Decision realization of intrinsic Process) needs (importance of being healthy, going on a diet etc)Cravings, Habitual purchase (when stock run low) To satisfy need, to satisfy oneself, to enjoy the product 16 8. Creative Strategy Central Theme: Each creative message features our Meiji yoghurt mascot. Our advertisements show situations in which our target audience encounters every day, where they are faced with issues such as not having enough time and health-related issues. However, the advertisements will illustrate the role of Meiji’s yoghurt; by simply adding it in their lives, they will have reasons to smile. We want to illustrate how Meiji’s yoghurt, by being â€Å"Creamier.Fruitier. Amazingly a-MEIJI-ng†, it is a simple, inexpensive way to get through any good or bad days! Appeal Technique: The message will show how simple life’s pleasures can be. The advertisement will be realistic and appeal to the emotional side, illustrating our understanding of the problems faced by our consumers. However, we want to put forward a positive message of how Meiji’s yoghurt inject fun, healthy and lively moments in their lives, and show them that the best of both world is served in a cup of Meiji’s yoghurt.Tone and Style: Other advertisement simply tells the consumers the benefits their yoghurt brings, thus making the yoghurt advertisements in Singapore standardiz ed and boring. We, on the other hand, want to show a genuine response that people can relate to! The tone and style of the advertisement will be in modern settings. For our television advertisement, the music will be fun and lively, which will coincide with our image.For our print advertisement, it will feature bright, lively colours such as red, green, purple and yellow, to demonstrate our brand image. Tagline: â€Å"Creamier. Fruitier. Amazingly a-MEIJI-ng†. 17 9. Media Strategy An integrated media campaign is primarily designed to encourage a change of perception amongst our target audience towards yoghurt consumption, thus by so doing, creating brand loyals. The media strategy will also address our secondary objective in heightening brand awareness and knowledge towards Meiji’s yoghurt.Primary Medium: Television Advertising Vehicle #1: Mediacorp Channel 5 Vehicle #2: Mediacorp Channel 8 Details: †¢ †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Length of Advertisement = 15 seconds Timing of Advertisement = 19:00 – 22:00 (Prime Time, Daily) Reach: 60% of Target Audience Frequency o 2X a week for the first three months o 1X a week for subsequent two months o 1X in two weeks for remaining months By using television advertising as our primary medium of communication, we want to convey our message to the mass audience – not merely our target audience, but impacting those who have a role in deciding as well.We want to create contexts people can relate to via our advertisements (Brandalyzer, 2012). These contexts will be based on the locations (ie: where) and likelihood of occurrence identified in the BSM. Therefore, when consumers encounter a similar situation they will subconsciously recognise the advertisement they’ve seen and connect with the brand, Meiji. There will be two versions of the advertisements, targeting our two demographic groups, broadcasted over a year with three varying frequencie s. Examples of our storyboard can be found in Appendix D. 8 Our plan is arranged such that there is more frequent exposure in the initial months to establish a level of brand recognition and reduced frequency in the later period, as an aided reminder to create brand recall. Secondary Media: †¢ Point-of-Purchase (POP) Advertising Vehicle #3: In-store Media (eg: shelf talker) Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Contents of POP display similar to other print advertisements Reach: 35% of Target Audience Frequency: Throughout the campaignOur POP displays will be placed in larger distributing outlets (eg: NTUC, Cold Storage) with two intentions: firstly, to reinforce the brand image formed by the different advertisements and secondly, to trigger consumers to purchase Meiji’s yoghurt. The display will be an in-store media, in the form of a shelf talker, where it is attached to the shelf adjacent to the product (Koekemoer & Bird, 2004 ). With the POP display, we aim to draw the attention of shopper’s to our product. According to Koekemoer and Bird (2004), POP display plays a fairly significant role in influencing unplanned purchases.Therefore, it may be effective in stimulating a consumer’s need for Meiji’s yoghurt up to the final stage of his/her purchase decision. †¢ Internet Advertising (Website) Vehicle #4: Creating a Microsite for Meiji’s Yoghurt Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Reach: 70% of Target Audience Frequency: Throughout the campaign Content: Different Tabs (Product, FAQ, Recipes, Games, Contact, Gallery, Social Media, etc) 19 As part of our media strategy, we will be incorporating an online advertising element for Meiji by creating a microsite.The microsite will act as an online platform for interested consumers to find out more about their yoghurt, which is lacking in their official website. From the BSM, we noticed h ow consumers normally obtain information (of yoghurts, being a low involvement product) through word-of-mouth. We plan to make information available online, and at the same time include interactive features that will engage these potential consumers. For instance, we can include videos to communicate the benefits of yoghurt in a non-boring manner or an interactive application that allows consumers to ask questions.In doing so, we aim to change consumer’s perceptions towards yoghurt, creating a ‘fun’ persona. Meiji yoghurt’s microsite will be modelled after Cadbury’s, seeing how they’ve been very successful with developing microsite for various of their products: http://www. cremeegg. co. uk/, http://www. cadburymagicalelves. com/grotto. html An example of our microsite for Meiji’s yoghurt can be found in Appendix F. †¢ Newspaper Advertising Vehicle #5: Today Vehicle #6: myPaper (Wednesday – Lifestyle) Details: †¢ †¢ †¢ †¢ Full Colour Size of Advertisement: ? page Reach: 65% of Target Audience Frequency: 1X a week every monthMeiji’s yoghurt will be advertised in both freesheets, which have an average of 250,000 copies distributed daily. With a high circulation rate, we can expect that there will be a positive effect on the rate of exposure our target audience, with seven in ten people reading the newspaper everyday (AsiaOne, 2010), 20 We have overlapped both newspaper and television advertising, with aims of maximising our media coverage and indirectly, increasing the frequency or intensity of cravings (eg: when our target audience feel the need to have a cup of yoghurt). A sample of our print advertisements can be seen in Appendix E. Magazine Advertising Vehicle #7: Shape Vehicle #8: Seventeen Vehicle #9: Her World Vehicle #10: Men’s Health Details: †¢ †¢ †¢ Size of Advertisement: Full Page Reach: 70% of Target Audience Frequency: 6X over a period of 12 months The team has shortlisted four magazines to feature our print advertisements, as they are target audience specific. The magazines include Shape (for the health conscious), Seventeen (for the younger generation), Her World and Men’s Health (for the working adults), which will be used to advertise our print media every alternate month throughout the year.According to AsiaOne (2010), readership in magazines continue to increase, like Her World’s 246,000 or Men’s Health’s 114,000 readers. This will help achieve our objective in establishing brand awareness. The magazine advertisements may act as a form of repeated exposure for Meiji and eventually create a strong brand image when consistently presented. Thus, any reader of the magazine, who may happen to be an initiator, influencer, decider, purchaser or user, may spread good word-of-mouth and perhaps arouse a need for yoghurt consumption for themselves or others. The media plan/schedule is presented i n Appendix B. 1 10. Other IMC Activities Meiji will be using the following additional techniques to co-ordinate with the other communication mix elements. These activities will complement our primary medium and further enhance consumers’ brand awareness towards Meiji. Quick Response Codes: A survey by TNS revealed that 72% of Singaporeans are using smartphones, the world’s third highest smartphone penetration rate (Chua, 2011). With the advancement of technology and increasing numbers of smartphone users, resulting in the emerging trend of using Quick Response Codes as a marketing tool.It will be embedded into printed advertisements, magazines, point-of-purchase and on the product itself. This is one cost effective way for Meiji to communicate and connect with their target audience. It also allows consumers to gain instant access to great amount information such as current promotions and events, directing them to company’s website, Facebook, Twitter, youtube pag e, etc with just a snap. These social networking platforms increase the interaction between Meiji and their consumers which eventually improves customer satisfaction and enhances experience (Cepheid, 2011).Sales Promotion Sales promotion encourages new customers to try Meiji Yoghurt and increase the usage for current consumers by giving incentive for their consumer, which could help in strengthening the relationship between the company and consumers. It has been shown that sales increase during periods that involve sales discounts or other promotions (ie a free gift included). These could be conveyed through printed advertisements in newspaper and magazine, QR codes and mobile coupons. Consumers can flash the coupon on their smartphones to the cashier o obtain discounts or collect free gifts. The sales promotion will last for a week, which will occur once every 3 months in order to ensure continued trial and purchase. 22 Public Relations Another technique will be using the media to convey the message the company want their target audience to know. Meiji will be sending out press release like information about benefits of eating yoghurt (featuring Meiji Yoghurt), company’s recent activities and events to a targeted range of newspapers and magazine publishers (i. e. Mind Your Body and Men’s Health) for coverage.Public relations is a good and cost-effective way to advertise a product or brand as news and stories featured are seen to be more credible to the readers as compared advertisements. However, the company has no control on what will be reported and when the article will be published. Risk of misinterpretation and misrepresentation may also occur. Viral Marketing Word-of-mouth is a powerful marketing tool as consumers usually trust friends and family members above experts when it comes to product and brand recommendations (R, 2008).Hence, viral marketing is one activity a company could execute to help them to reach their objectives. Our compan y will create an online campaign to generate buzz and excitement. Creative videos will be posted on Meiji's YouTube channel and embedded onto the company's website and Facebook page for the message to be spread. 23 11. Evaluation and Control In this report, there are various media chosen to create awareness and change the perception of Meiji yoghurt. It is important that we evaluate and measure the effectiveness of the media vehicles.In the given of 12 months period, the team will carry out a pre-testing evaluation method to determine whether we have achieved the objectives (Ramjee, 2009). Using this method, the company can compare the before and after effects of implementing the media vehicles and either eliminate or make amendments. We have identified specific evaluation methods for each of the vehicle and a focus group to test all the vehicles. †¢ Sales promotion Pre- and post-test analysis of shelf space given by the retailer: reflect the effectiveness of sales promotion as more shelf space given suggests a successful sales promotion †¢ Television advertisementPre, during and post evaluation of advertisements: carried out through surveys by examining consumers’ perceptions of the advertisement and brand and the awareness level of the Meiji yoghurt (Neuez, 2003). Any shortcomings highlighted can be amended quickly to increase the effectiveness of the advertisements. Television advertisement ratings and awards: able to know how many people have been exposed to the advertisement, based on the reach, track the awareness level of the advertisement (Nikerson, 2007) and nominations (ie Nielsen Superbrand, Singapore Advertising Hall of Fame etc), which suggests a positive liking from consumers. Point-of-Purchase (P. O. P) Advertisement Observe the sales figure on a weekly basis: Using the sales figures prior and during the P. O. P advertisement period to trace if there is any extra sales generated and how much more sales had been generated (Liljen wall, 2004). 24 †¢ Print advertisement 1. Ask customers: find out if they know the brand and how how they learn about the brand and product on a regular basis (Roggio, 2009) to test the effectiveness of the advertisement and the media vehicle, which verifies if they have used the â€Å"right† media vehicle. . Monitor the sales figure after the printed advertisement has been published: comparison can be done with the sales figures prior and after the print advertisement being released (Roggio, 2009). If sales figures have improved, it shows that the communication objectives had been accomplished. 3. Use QR code and mobile coupon as tracking device: once they have scanned or redeem it, the company will know the response rate. †¢ Internet Advertisement (Website)Web traffic or hits: indicates how many visitors visit the site, the duration they have spent in the site, the page they visited and which specific page they stopped, which helps in establishing the level of awa reness being captured by the target audiences. †¢ Focus Group Focus group should be conducted with our target audiences on a regular basis. This is to find out whether they have seen any of our advertising campaigns (such as of television advertisings, print advertisement, sales promotion, P. O. P advertisements and the internet advertisings) that are going on for the past few months.Information gathered from our respondents will aid in determining the overall successfulness in the campaign. 25 12. References 1. Advertising agencies. (2007). Advertising Media Planning: A Primer. Retrieved march 1, 2012, from http://www. admedia. org/ 2. Asiaone. (2010). SPH took top spots in Nielsen Media Index 2010SPH took top spots in Nielsen Media Index 2010. Retrieved March 15, 2012, from http://www. asiaone. com/News/AsiaOne+News/Singapore/Story/A1Story20 101022-243725. html 3. Aw, C. (2011). Social Media Trends in Singapore 2011. Retrieved March 6, 2012, from http://www. licktrue. biz/soc ial-media-marketing/socialmedia-trends-in-singapore-2011 4. Bangkok Post Business. (2011). CP-Meiji begins B2bn plant capacity expansion. Retrieved March 18, 2012, from http://www. bangkokpost. com/business/economics/253518/cp-meiji-beginsb2bn-plant-capacity-expansion 5. Bangkok Post Business. (2011). CP-Meiji keen on Hong Kong. Retrieved March 18, 2012, from http://www. bangkokpost. com/business/economics/275310/cp-meiji-keenon-hong-kong 6. Baud, S. (2007). Singapore Organic Food Market Overview. Retrieved March 9, 2012, from http://www. dpi. vic. gov. u/agriculture/investmenttrade/market-access-and-competitiveness/markets/singapore/singaporeorganic-food-market 7. Bell, D. R. , Bucklin, R. E. and Sismeiro, C. (2000). Consumer Shopping Behaviors and In-Store Expenditure Decisions. Retrieved March 14, 2012, from http://marketing. wharton. upenn. edu/documents/research/consumer_shopp ing_behaviors_20001. pdf 8. Bsaikrishna. (2012). Television Advertisements – Brand Awareness an d Brand Relevance. Retrieved March 1, 2012, from http://brandalyzer. wordpress. com/2012/01/15/television-advertisementsand-relevance/ 26 9. Buhner, M. (2011). Social Media Users Willing to Pay More whenCompany is Responsible. Retrieved March 12, 2012, from http://www. knowtheflow. com/2011/social-media-users-willing-to-pay-morewhen-company-is-responsible/#more 10. Cepheid. (2012). QR Codes For Marketing70. Retrieved March 16, 2012, from http://cepheid. hubpages. com/hub/qr-code-facts 11. Cialdini, R. B. Influence. Retrieved March 12, 2012, from http://www. rickross. com/reference/brainwashing/brainwashing20. html 12. Cihangir, M. (2008). The Marketing Environment. Retrieved March 8, 2012, from http://www. slideshare. net/mehmetcihangir/the-marketingenvironment-presentation-765004 13. Commercial-Station. com. 2009). Technological Advertising Media. Retrieved March 11, 2012, from http://www. commercialstation. com/technological-advertising-media. html 14. Decker, K. J. (2009). Yogurt Trend. Retrieved March 7, 2012, from http://www. foodproductdesign. com/articles/2009/03/yogurt-trends. aspx 15. Dey, S. (2011). Methods of Advertising. Retrieved March 3, 2012, from http://seodesk. org/methods-of-advertising/ 16. Euromonitor International. (2011). Yoghurt and Sour Milk Drinks In Singapore. Abstract retrieved from GMID: Global Market Information Database. 17. Fresh and Healthy Brands. (2012). Juice Zone: Pouring Out SmoothProfits. Retrieved March 10, 2012, from http://www. freshandhealthybrands. com/our-brands/juice-zone-smoothiesfranchise. aspx 18. Gunelius, S. (2011). 10 Marketing Trends for 2011. Retrieved March 3, 2012, from http://www. entrepreneur. com/article/217849 19. Jamreid. (2011, June 20). Banned Ad For Yoplait-2011. Retrieved March 15, 2012, from http://www. youtube. com/watch? v=NxE1n1lb8KU 20. Knowledge @ Wharton. (2008). When the Going Gets Tough, the Tough Don't Skimp on Their Ad Budgets. Retrieved March 2, 2012, from http://bx. businessweek. com/ advertising-in-arecession/view? url=http%3A%2F%2Fknowledge. wharton. penn. edu%2Fa rticle. cfm%3Farticleid%3D2101 27 21. Keene, A. (2007). The Business Benefits of Cause Marketing. Retrieved March 6, 2012, from http://causerelatedmarketing. blogspot. com/2007/02/business-benefits-ofcause-marketing. html#ixzz1pLVS83gX 22. Koekemoer, L. and Bird, S. (2004). Marketing Communications, Juta and Co. Ltd, Lansdowe, South Africa, pp. 305. 23. Lazarevic, V. and Lazarevic, S. P. (2007). Increase Brand Loyalty of Generation Y for Future Marketers. Retrieved March 18, 2012, from http://www. buseco. monash. edu. au/mgt/research/workingpapers/2007/wp28-07. pdf 24. Leatherhead Food Research. 2011). Leatherhead reveals 2012 food and drink trends. Retrieved February 5, 2012, from http://www. leatherheadfood. com/leatherhead-reveals-2012-food-anddrink-trends 25. Maheswaran, D. (2006). Country of Origin Effects: Consumer Perceptions of Japan in South East Asia. Retrieved March 13, 2012, from http://w4 . stern. nyu. edu/emplibrary/mahesh006. pdf 26. Marketing-interactive. com. (2009). Traditional Media Still Tops In Singapore, But Web Keeps Rising. Retrieved March 2, 2012, from http://www. marketing-interactive. com/news/15920 27. Market Research. com. (2011). Yogurt Market in Singapore to 2014 (Dairy Food).Retrieved March 13, 2012, from http://www. marketresearch. com/Datamonitor-v72/Yogurt-Singapore-DairyFood-6373596/ 28. Mind Power Marketing. (2008). The Science of Robert Cialdini’s Six Rules of Influence. Retrieved March 12, 2012, from http://www. mindpowermarketing. com/the-science-of-robert-cialdinis-sixrules-of-influence/ 29. MediaCrop. (2012). Vision & Mission. Retrieved March 9, 2012, from http://www. mediacorp. sg/en/about 30. Meiji Holdings Co. Ltd. (2010). Annual Report 2010. Retrieved March 18, 2012, from http://www. meiji. com/english/investor/library/annualreport/2010/pdf/annual report_2010_04_en_all. pdf 8 31. Meiji Holdings Co. Ltd. (2011). Corporate Social Responsibility. Retrieved March 15, 2012, from http://www. meiji. com/english/csr/index. html 32. Meiji Holdings Co. Ltd. (2011). Financial Section. Retrieved March 7, 2012, from http://www. meiji. com/english/investor/library/annualreport/2011/pdf/annual report_2011_en_19. pdf 33. Meiji Holdings Co. Ltd. (2011). Group Companies. Retrieved March 16, 2012, from http://www. meiji. com/english/corporate/data/group/ 34. Meiji Holdings Co. Ltd. (2011). Group Profile. Retrieved March 1, 2012, from http://www. meiji. com/english/corporate/data/outline/pdf/HD_e. pdf 35.Meiji Holdings Co. Ltd. (n. d. ). Meiji Co. , Ltd (Food Business). Retrieved March 2, 2012, from http://www. meiji. com/english/quality/food/ 36. Meiji Holdings Co. Ltd. (2011). Notice concerning a Five Year Plan for CP- Meiji Co. Ltd and its Production Capacity Expansion. Retrieved March 7, 2012, from http://www. meiji. com/english/pressrelease/2011/detail/pdf/110519_01_e. p df 37. Meiji Holdings Co. Ltd. (2011). Status of Environmental Impact. Retrieved March 7, 2012, from http://www. meiji. com/english/csr/environmental/status. html 38. Meiji Seika Singapore. (2008). About Us. Retrieved March 17, 2012, from http://www. eiji. com. sg/category. php? cat_id=19 39. Mypaper. (n. d. ). mypaper. Retrieved March 5, 2012, from http://www. sph. com. sg/pdf/Mediapedia/2nd/RateBook_mypaper. pdf 40. New Media Trend Watch. (2012). Singapore. Retrieved March 4, 2012, from http://www. newmediatrendwatch. com/markets-by-country/11-longhaul/59-singapore 41. Nielsen. (2009). Nearly Half of Singaporeans Consuming Vitamin/Dietary Supplements – Two Thirds on a Daily Basis. Retrieved March 6, 2012, from http://sg. nielsen. com/site/20090304. htm 42. Nielsenwire. (2009). Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most.Retrieved March 9, 2012, from http://blog. nielsen. com/nielsenwire/consumer/global-advertisingconsumers-trust-real-friends-and-virtual-strangers-the-most/ 29 43. Nutrit ion. com. sg. (2007). Snack Attack. Retrieved February 7, 2012, from http://www. nutrition. com. sg/he/hesnack. asp 44. O'Grady, S. (2009). Cost of TV ads falls to lowest in decades as recession bites. Retrieved March 3, 2012, from http://www. independent. co. uk/news/business/news/cost-of-tv-ads-falls-tolowest-in-decades-as-recession-bites-1699462. html 45. Online Resource Centre. (n. d. ). The advent of new technologies.Retrieved March 10, 2012, from http://www. oup. com/uk/orc/bin/9780199239429/leecarter2e_ch01. pdf 46. Ottman, J. A. (2011). The New Green Marketing Paradigm. Retrieved March 11, 2012, from http://www. greenmarketing. com/articles/complete/the-new-greenmarketing-paradigm/ 47. Pulizzi, J. (2010). How to Develop a Microsite: 5 Examples to Get You Started. Retrieved March 4, 2012, from http://www. contentmarketinginstitute. com/2010/12/microsite-samples/ 48. Radder, L. (2002). Building Brand Loyalty within Selected Segments of The South African Fast Moving Consumer Go ods Market. Retrieved March 14, 012, from http://www. nmmu. ac. za/documents/theses/TerblancheE. pdf 49. Scientist Live. (2012). Technology: Yoghurt's future as a functional food assured. Retrieved March 14, 2012, from http://www. scientistlive. com/European-FoodScientist/Technology/Yoghurt's_future_as_a_functional_food_assured/243 79/ 50. Singapore Code of Advertising Practice. (2008). Guidelines. Retrieved March 12, 2012, from http://www. case. org. sg/downloads/asas/SCAP%202008. pdf 51. Singapore Media Fushion. (2010). Riding the Wave of Digital Advertising. Retrieved March 8, 2012, from http://www. smf. sg/Newsletter/32/Pages/story4. aspx 52.SPH Magazines Pte Ltd. (n. d. ). Her World. Retrieved March 6, 2012, from http://www. publicitas. com/fileadmin/uploads/italy/Files/HW-ratecard. pdf 30 53. Spors, K. (2010). 4 Ways to Spruce Up Your Green Marketing. Retrieved March 11, 2012, from http://smallbiztrends. com/2010/09/4-ways-spruceup-green-marketing. html 54. Spors, K. (2011). F ive Green Business Trends for 2011. Retrieved March 11, 2012, from http://smallbiztrends. com/2011/01/five-green-businesstrends-for-2011. html 55. The Associated Press. (2007). China's food safety woes now a global concern. Retrieved March 8, 2012, from http://www. msnbc. msn. om/id/18078824/ns/healthdiet_and_nutrition/t/chinas-food-safety-woes-now-global-concern/ 56. Thia, T. (2011). Social media most evolved in S'pore. Retrieved March 5, 2012, from http://www. zdnetasia. com/social-media-most-evolved-in-spore62206580. htm 57. Yazdanifard, R. and Mercy, I. E. (2011). The impact of Green Marketing on Customer satisfaction and Environmental safety. Retrieved March 5, 2012, from http://www. ipcsit. com/vol5/117-ICCCM2011-C20008. pdf 58. Yu, E. (2011). Asia cannot be the next Silicon Valley. Retrieved March 13, 2012, from http://www. zdnetasia. com/blogs/asia-cannot-be-the-nextsilicon-valley-62303254. tm 31 13. Appendix A: Model of Brand Loyalty for Generation Y 32 Appendix B: Media Sc hedule/Plan Media/Months Jan Channel 5 / 8X 12 months Channel 8 / 8X 12 months POP Ad / 12 months Today / 4X 12 months myPaper / 4X 12 months Public Relations (Mind Your Body) Seventeen / 6 months Men’s Health / 1X 6 months Shape / 1X 6 months Her World / 6 months QR Codes in Print Media Sales Promotion Feb 8X 8X Mar 8X 8X Apr 4X 4X May 4X 4X Jun 2X 2X Jul 2X 2X Aug 2X 2X Sep 2X 2X Oct 2X 2X Nov 2X 2X Dec 2X 2X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X

Faisal- Entrepreneurship and New Enterprise Creation Essay

Faisal- Entrepreneurship and New Enterprise Creation - Essay Example Dated: _________________ Student’s Signature Entrepreneurship and New Enterprise Creation Introduction We cannot help acknowledging as we look around ourselves that everything we own, eat, drink and make use of for different daily activities are the products of some business enterprise or the other. This fact being established as an irrefutable truth, it shows the power and importance that businesses, large or small, have in our lives. Even if we are not in the least concerned with the nuts and bolts of how a business operates in the real world, we must nevertheless go out of our houses and buy or sell something of value to the world in order to survive. Few of us have the satisfaction of running our own business enterprise or marketing our own services or products. The vast majority of humankind chooses to work for a business enterprise or an entrepreneur who pays them a weekly, fortnightly or monthly remuneration for rendering their services in his business enterprise. ... Entrepreneur or Business Owner- Is There a Difference? Although most of us would assume that entrepreneurs and the owners of a business are very much the same, the truth could be remarkably different. In the last 100 years or so, capitalists have used their wealth to accumulate more wealth and prosperity by investing in a good business idea or capitalizing upon an opportunity to fulfill a need. They usually use the services of entrepreneurs to hit upon a good idea. Indeed some of these people even ask for good ideas through the newspaper- they are known as venture capitalists. Let us consider an inventor or scientist who has invented a system to convert waste water into drinking water. He wants to perfect this system and patent and market it on a large scale. If he does not have any assets and is finding it difficult to raise a bank loan for this purpose, he can go to a venture capitalist and show that person his idea (Sahlman et al, 1999). If deemed practicable and profitable, the v enture capitalist may buy out his idea, get it patented and marketed on a large scale so that it is useful and profitable. Here the venture capitalist is playing the role of both capitalist and entrepreneur- getting a useful idea out into the world stage. Good and innovative ideas worth patenting are worth millions of dollars sometimes. At other times, business operations may be contracted out to other experts who have the skills but no access to capital. So it is not necessary that the business owner and entrepreneur be one and the same. I have asked Mr. Andrew Cavendish, owner and partner in the business Creative Furnitures, whether he regards himself as an owner or an entrepreneur. Andrew feels he started out as more of

Traveling Abroad Essay Example | Topics and Well Written Essays - 500 words

Traveling Abroad - Essay Example Venezuela, Russia, South Korea and China, have also been enlisted to be ranked in the category of projecting unfriendliness towards foreign visitors (Cha, 2013). Nevertheless, as these places present some unique tourism cultures and attractions, tourists can take certain preventive measures when visiting these places. It is worth mentioning in this context that the top priority of every tourist or traveller should be to look forward to his/her own safety first and then, worry about their travelling experiences. An individual should also take into consideration certain essential facts before going for an international trip. Above all, the most important fact is that every foreign visitor, no matter to whichever nation they visit, should go through the past records of every foreign visitor related crime that occurred within that nation and take requisite measures thereto (U. S. Passport & International Travel, 2014). They should also have some formulated backup planning about how to save themselves in case they get into any sort of trouble. Apart from this, the travelers should also book travel packages through registered traveling agencies. Adding to that, they should continuously keep in touch with their family members or some local law authorities who might be helpful in case the travelling individuals get into any sort of trouble (U. S. Passport & International Travel, 2014). Moreover, every international airport is quite likely to maintain a certain degree of safety and an authoritative body who can provide necessary information on the risk rates of various areas within their countries. Apart from these safety measures, the tourists should also keep hold of their necessary identification documents. They should avoid high level of exposure and contact with local inhabitants as well. The visitors should further keep