Nuclear Physics Essay - 1170 Words

The Nucleus of an atom consists of protons, and neutrons. A proton has a charge of positive one while a neutron has no electric charge at all and both have a mass of one atomic mass unit. These two particles are known as nucleons. On the outside of the nucleus electrons can be found. These electrons have a charge of negative one and a mass that is negligible because of how small it is compared to the nucleons. The discovery of the electron showed that the atom might have an internal structure. It was originally thought to be a conglomerate or plum pudding as it was called. But it was soon discovered using the gold foil experiment. Some of the particles were scattered backwards. Because of these results, it was theorized that†¦show more content†¦So after going through alpha decay, the charge and mass of the nucleus has changed, changing the the element itself. ÃŽ ² Beta particles are the negatively charged electrons that are emitted by the nucleus of an atom. Atoms that undergo beta decay do not experience mass changes because the mass of an electron is only a small portion of the atomic mass unit. Because of this, the mass of the nucleus that experiences beta decay only changes by a miniscule amount. Beta decay occurs when neutron changes into a proton. When this happens the number of protons changes which in turn changes the atomic number. ÃŽ ³ Gamma rays are different from alpha and beta decay because they are a type of electromagnetic radiation. Gamma rays are high energy photons. They are similar to visible photons emitted by a light bulb but the wavelength is much shorter. Because of this they have a much higher energy level. The gamma rays are emitted when an atom undergoes a change in the arrangement of the protons and neutrons within the nucleus. The mass number and atomic number do not change when a nucleus emits a gamma ray. Nuclear Reactions When nuclei of atoms come close enough together they can interact and produce a powerful reaction. These reactions can either be endothermic or exothermic. There areShow MoreRelatedNuclear Physics Of The Society Development1374 Words   |  6 PagesNuclear physics in the society development Nuclear physics is the field of physics that studies atomic nuclei and their constituents and interactions. The most commonly known application of nuclear physics is nuclear power generation, but the research has led to applications in many fields, including nuclear medicine and magnetic resonance imaging, nuclear weapons, ion implantation in materials engineering, and radiocarbon dating in geology and archaeology. 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He received the Nobel prize in 1921.   Archimedes(287 BC-212 BC) The ancient Greek mathematician who arrived at many important results in geometry, mechanicsRead MorePhysics: Energy and Nuclear Power Station1584 Words   |  7 PagesM11/4/PHYSI/SPM/ENG/TZ1/XX 22116510 Physics standard level PaPer 1 Wednesday 11 May 2011 (afternoon) 45 minutes INSTRUCTIONS TO CANDIDATES †¢ Do not open this examination paper until instructed to do so. †¢ Answer all the questions. †¢ For each question, choose the answer you consider to be the best and indicate your choice on the answer sheet provided. 2211-6510 14 pages  © International Baccalaureate Organization 2011 – 2 – 1. M11/4/PHYSI/SPM/ENG/TZ1/XX Which of the following containsRead MoreNuclear Physics Research Project : John Dalton Essay1460 Words   |  6 PagesNuclear Physics Research Project John Dalton was an English chemist who came up with his theory of the atom due to his research into gasses. Dalton created his own theory built upon two previous theories that had emerged of the 18th century. Daltons theory focused on five basic theorems that helped him come up with the model of the atom and also into further research. The first theory states that Elements in their purest state, consist of particles called atoms his second theory was that the

Racism A World Without Racism - 1013 Words

Have you ever imagined what a perfect world is? If you ask from people, they would say something like â€Å"A world without conflicts or arguments’ and some people might say ‘’ A world where there is no crime and pollution† however nobody says ‘’ A world without racism â€Å". In the United States many Americans do not face racism. However, for many African Americans it is something they have to go through everyday. Immigrants who comes to USA from Africa will face difficulties in United States. People simply call them African Americans. However, African American communities won’t accept them as African Americans. I think those people came from Africa never thought themselves as Blacks because it’s a common thing in there. Americans say that everybody is equal in the United States. However, they are the ones who are racist against many other cultures. Not only Americans racist but other cultures as well. In the United States racism is everywhere. For example: Spanish against Latinos, Ukrainian against Russians and Muslims against Jews. In our Society many people think that racism doesn’t exist anymore. They believe that there is no more racism in our society however if you watch news, read newspaper or go to social media websites you could notice that racism is everywhere. Chimamanda Ngozi Adichie’s novel Americanah is one of the greatest novels that catches. Reader’s attention quickly. Americanah is a critique of race and racism in United States, EnglandShow MoreRelatedA World Without Discrimination, Injustices And Racism1792 Words   |  8 PagesPsychology Final Paper A world without discrimination, injustices and racism would be the ideal world to live in. If only disabilities were seen as minor differences instead of the punch line to a brutal joke. The thought of viewing an individual as a human rather than placing them in a category would be astonishing. 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A lot of attitude is shaped when individuals are young, they believe that it is natural to spend time with people that ha ve the same interest and background culture like theirs. They judge people from different racial background, by the way look, act, and the by clothes they wear, also individuals are targeted by the music theyRead MoreWhy Are All The Black Kids Sitting Together Essay1639 Words   |  7 PagesRace and racism continue to exist in our world, and with the assistance of white privilege it becomes increasingly difficult to find a solution. Beverly Daniel Tatum’s book, â€Å"Why Are All the Black Kids Sitting Together in the Cafeteria?† provides an understanding of why race and racism continue to operate in our world. Tatum effectively answers the question she poses as the title of her book; moreover, I agree with her perception of Affirmative Action and the word racist, but I do not agree with

How Students Can Tackle the Problem of Stress Free Essays

How students can tackle the problem of stress? Are you stressed? Good. That means you have stood up for something in your life. Do you have this experience? Look at this picture! This man is very stress because he has a lot of work to do at the same time. We will write a custom essay sample on How Students Can Tackle the Problem of Stress or any similar topic only for you Order Now He needs to answer the phone calls, he has a pile of books to be settled and the time was running out. So, he was very stress at this time. If you have this experience, what ways you will you use to overcome your stress? It is little bit weird if do not having a stress because every people in this world having a hard time which is giving a stress to them. Good morning everybody! Today, I’m going to discuss the three important ways to overcome stress among students. The points are students can do any kind of physical exercise that will keep your mind occupied, keep yourself busy with the individual interest that makes you happy and students should going out and socialize with friends or family members. Well, the three main points had been told, so let’s go more detail to the first point which is doing any kind of physical exercise that will keep your mind occupied when having a stress. The first way how students overcome stress is by doing any kind of physical exercise that will keep your mind occupied. Those students who have a problem of handling a stress or anxiety, you should take a deep breath in and out to calm yourself down and to relax as well. You also should take a short walks or go around town for some fresh air. By doing this, it will give the mind a clear start and oxygen to the mind. Besides, you should always give a smile to everyone when having a stress because with a smile it can reduce our stress. In addition, you can with a stress through exercise and yoga. You can like this picture because they are very relaxing both physically and mentally and they also help to keep your mind off from any problems. Well, you already know that doing any kind of physical exercise that will keep your mind occupied when having a stress. Now, let’s proceed to the second point which is keeping yourself busy with the individual interest that makes you happy when you were stress. The second way how students can tackle the problem of having a stress is by keep yourself busy with the individual interest that makes you happy. When you were stress, you can create a hobby that you loved. In that way, your free time is full with something that you loved the most and something that you really really enjoyed it. At the end, you did not think anymore about getting a stress. Besides, when you were stress, you should join any club or association that can gives you a great time and wonderful moment. It also can give a new experience to you by joining the club or association. Last but not least, you get the benefit by getting a new knowledge. So, you know keep yourself busy with the individual interest that makes you happy will overcome your stress. Let’s continue with third point which is students should going out and socialize with friends or family members when having a stress. The third points how students can overcome stress are by going out and socialize with friends or family members. When having a stress, you should take a break such as take a holiday. You can go out and socialize with friends or relatives in order to stimulate your lifestyle and try to take it easier. Actually, students should take a good time off for them and relax. In addition, I recommend to you to talk with your friends or family about your feelings. But if the stress become totally overwhelming, then professional counseling might be helpful as well. Now, you know that when having a stress, students should go out and socialize with friends or family members. So, our investigation is complete. As you can see, there are three important ways to overcome stress among students which are students can do any kind of physical exercise that will keep your mind occupied, keep yourself busy with the individual interest that makes you happy and also students should go out and socialize with friends or family members. As a conclusion, stress is already having in the student’s life. So, as a student, we cannot run from a stress problem. Therefore, don’t go away from it but try to deal with it. So my advice is being happier because when others look at you, they become happy too. How to cite How Students Can Tackle the Problem of Stress, Essays

Driving Competition or Market Monopolization †MyAssignmenthelp

Question: Discuss about the Driving Competition or Market Monopolization. Answer: Introduction This research program has been executed on the topic Brand Management Strategy of E-Commerce: A study of Amazon. Brands are being used the companies for providing a unique place to the products or services in the market. This research program will help in developing knowledge of the brand marketing strategy. Brand management strategy of Amazon will be discussed which have contributed towards the growth and success of Amazon. For the purpose of providing valuable information, different methods or approaches will be used. The research objective is decided for the purpose of setting goals which need to be attained from the execution of the research. This research program has been conducted with a motive to evaluate the marketing plan and brand marketing strategies which are being followed by Amazon. The purpose behind adopting this marketing plan and brand marketing strategies is to increase the sales as well as the expansion of the business. This research is being conducted for identifying the new and innovative marketing strategies which can be adopted by Amazon. Understanding will be developed regarding the branding and the brand image of Amazon. The discussion will be made regarding the use of the digital media and traditional media plans for the marketing of the business through e-commerce. Amazon is operating in the E-commerce industry and is focusing on the expansion of the business with the help of effective marketing strategies. Marketing has been used for the purpose of creation of the brand image. Changes in the marketing function are taking place in accordance with the change in the requirements of the customers of the business. The focus of the marketing strategies is on use of digital social media (Brown and Dant, 2014). Digital marketing has been used by companies which have enhanced the relationship of the business with the customers. It has promoted transparency and consistency. Size of the industry and business helps in determining the marketing and branding strategies of the business. There is a need to spread brand awareness among the public. Marketing has helped businesses in communicating with the customers (Buil, et. al., 2013). According to Haucap and Heimeshoff (2014), marketing mix and its elements are being used by the businesses for enhancing the growth of the business. Pricing strategies of Amazon have enhanced the chances of growth in the industry. Willingness to pay for the customers helps in making decisions regarding the discounting policy of the business. Digital social media has also contributed towards the attainment of the objectives of the business. Amazon is providing a platform to the suppliers to sell its products or services to the customers. The twofold platform is the part of the marketing strategy of Amazon. Mobile technology has enhanced the growth chances of Amazon as the free application has been used by the company for offering products or services to the customers. Market segmentation strategy has been used by Amazon which has helped in targeting the market in a better manner (Sharma, 2015). Research questions/Hypothesis Primary question What is the importance of marketing plan and brand marketing strategy for the business? Secondary questions What is the impact of brand marketing strategy on the performance of the Amazon? Which factors have motivated Amazon to use brand marketing strategies? Hypothesis Brand marketing strategies have enhanced the chances of growth and expansion of the business. Marketing has diverted the focus of business from the other functions of the business. Research design and methodology This section of the research develops knowledge of the various methods or approaches which will be adopted for the completion of this research program. For the execution of the research, there is a need to gather quality data. Research design or method: quantitative research method has been chosen after analysing various available research methods. This research method has been selected with a motive to gather quality data for the achieving the objectives framed for the research. The quantitative method uses primary and secondary methods of data collection for gathering the relevant data for the research program (Patel, 2009). Research approach: quantitative research approach has been selected after evaluating different approaches available. This approach will help in gathering reliable data for the execution of the research (Acaps, 2012). Data collection: a collection of data is an important aspect of the research which forms a base for the successful completion of the research. Primary and secondary methods of data collection have been chosen for this project. The motive behind the selection of these methods is to gather data in large quantity and updated data (Mwamadzingo, 2011). Data which is available in raw form and is collected from the respondents directly is termed as primary data. Secondary data is the second-hand data which is gathered from the reliable sources (Lehman, 2011). Procedures and techniques: a technique will be adopted for the analysis of the collected data. Random sampling technique will be adopted which will ensure that data is analyzed within the limited time frame and limitations are not creating an impact on the execution process of the research (Etikan Bala, 2017). Data analysis: this research program will be based on the quality data collected on the basis of the primary and secondary data. Analysis process will be initiated with the use of random sampling technique. This technique has been selected with a motive to analyze the data effectively and forming a conclusion. The analysis is an important part as the relevancy of the data can be maintained with analysis of the data. Research strategies: strategies are adopted for conducting the research in a proper manner. A systematic approach will be applied by the researcher. A sequence has been developed on the basis of the systematic approach. Choice: it is vital to select the methods or approaches after proper analysis so as to ensure that most suitable alternative has been selected by the researcher. Research time frame: this research has been divided into different activities on the basis of which actions will be taken for completing the research. It is vital to conduct the research within the time allocated for maintaining the relevance of the research. Collection of data and targeted market: targeting market is the process of identification of the source from where information has to be gathered for conducting the research. Decision has been made regarding the methods for data collection and as per the decision, primary and secondary sources will be applied. A questionnaire is to be prepared and distributed among the respondents. Different internet sources have been targeted for gathering secondary data (Lowry, 2015). Ethical consideration: the term ethics is the bifurcation between the right and wrong. Ethics will be considered during the execution of the research program. The motive behind adopting ethical values and principles is to ensure that research is conducted in a fair manner. Principle of honesty, fairness, confidentiality, and integrity will be adopted during the initiation and completion phase of the research. Research limitations There are few factors which have the potential to affect the research process. These factors need to be dealt in a proper manner for eliminating the impact of these factors on the research. Below are the limitations which can affect the completion of research: Availability of short span of time: time available is fixed and all the activities of the research are required to get completed within the time allocated. This is done with a motive to maintain relevancy of the program. Lack of control on the sources of data: data collection sources need to be identified for gathering quality data. For coping with this limitation, focus will be on primary and secondary data. Lack of resources: success of the research is dependent on the optimum utilisation of the available resources. Resources have been used in the most appropriate manner. Research Schedule (Research plan) Serial number Activities Starting date Duration (in Days) Date of completion Details A Initiating research topic process 13 September 2017 2 14 September 2017 During this activity, decision will be taken regarding the topic on which execution of the research will be done. B Constructing plans for the research project 15 September 2017 5 19 September 2017 Plans will be constructed for executing the program for the attainment of the objectives. C Initiation implementation process of the plans 20 September 2017 7 26 September 2017 During this activity, actions will be taken regarding implementation of the plans developed. D Making decision regarding the data collection methods 27 September 2017 1 27 September 2017 During this activity, decision will be made regarding the selection of method for data collection. E Analysis phase 28 September 2017 9 06 October 2017 Analysis of the data will be initiated in this phase. F Analysis of the collected data 07 October 2017 6 12 October 2017 The analysis will be made of the collected data for evaluating the data. G Conclusion and recommendations 13 October 2017 2 14 October 2017 Conclusion will cover key aspects of the research and recommendations will cover the aspects which will form base for future research. Conclusion Thus, it can be concluded from the above discussion that Amazon is performing well in the industry. It has adopted effective marketing strategies for the expansion of the business. Competition in the E-commerce industry is increasing and for coping with this issue, marketing strategies need to be followed by the company. Market segmentation strategy has been used by Amazon for reaching the targeted market. Marketing mix has been adopted for enhancing the brand image. References Acaps, 2012, Qualitative and Quantitative Research Techniques for Humanitarian Needs Assessment, ACAPS. Amazon, 2017,About Us, [Online] Amazon. Accessed on: 14 September 2017. Available at: https://www.amazon.com/p/feature/rzekmvyjojcp6uc Brown, J.R. and Dant, R.P., 2014, The role of e-commerce in multi-channel marketing strategy. In Handbook of Strategic E-Business Management, Springer Berlin Heidelberg, pp. 467-487. Buil, I., De Chernatony, L. and Martnez, E., 2013, Examining the role of advertising and sales promotions in brand equity creation,Journal of Business Research,66(1), pp.115-122. Etikan, I. Bala, K., 2017, Sampling and Sampling Methods, MedCrave. FBA Allstars, 2015, The 6 Keys to Consistent Amazon Sales ALL03, FBA Allstars. Haucap, J. and Heimeshoff, U., 2014, Google, Facebook, Amazon, eBay: Is the Internet driving competition or market monopolization?,International Economics and Economic Policy,11(1-2), pp.49-61. Lehman, L. S., 2011, Introduction to Data Collection, NACCHO. Lowry, L. D., 2015, Bridging the Business Data Divide: Insights into Primary and Secondary Data Use by Business Researchers, IASSIST. Mwamadzingo, M., 2011, Techniques for data collection, ILO. Patel, P., 2009, Introduction to Quantitative Methods, Empirical Law Seminar, Harvard. Sharma, S., 2015, Internet Marketing: The Backbone of Ecommerce,International Journal of Emerging Research in Management Technology,4(12), pp.200-202.

Mother Dairy free essay sample

MARKETING MANAGEMENT (Final Project Report) ON MOTHER DAIRY ICE CREAMS Presented to: Prof. Neha Gupta Presented by: Sumaira Patel (39) Vishal Narula (63) Akshay Dhuri (64) Swet Shah (65) Himanshu Shah (66) Abhinav Srivastava (68) K J Somaiya Institute of Management Studies and Research Page | 1 CONTENTS Sr. No. Particulars Page No. 1. Mother Dairy – Company Overview 4 2. Marketing Mix (4Ps) 10 3. Segmentation, Targeting, Positioning (STP) 13 4. Mother Dairy Ice Cream Branding Strategy 21 5. Mother Dairy Ice Cream Pricing Strategy 23 6. Mother Dairy Ice Cream Distribution Strategy 24 7. Mother Dairy Ice Cream Advertising Strategy 27 8. Ansoff’s Matrix 30 9. Michael Porter’s Five Forces Model 31 10. BCG Matrix 33 11. Mother Dairy Ice Cream Product Life Cycle 35 12. SWOT Analysis 36 13. PESTEL Analysis 37 14. Future Strategy 38 15. Survey Questionnaire 41 Page | 2 ACKNOWLEDGEMENT We take great pleasure in submitting this project report for the year 2013-2014 as students of K. J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH. This report is a part of the requirements of the Master in Management Studies Course, University of Mumbai. We will write a custom essay sample on Mother Dairy or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page We take this opportunity to express our gratitude to all those who helped us in completion of our project successfully. We thank Prof. Neha Gupta for her guidance and suggestions for our project. We would like to give thanks to all the respondents who gave their valuable time in filling our questionnaires and providing us with the valuable information and helped us in completing our project. At last we would like to thank all those who have indirectly helped us for the same, our parents, friends and classmates. Sumaira Patel (39) Vishal Narula (63) Akshay Dhuri (64) Swet Shah (65) Himanshu Shah (66) Abhinav Srivastava (68) Page | 3 1. MOTHER DAIRY – COMPANY OVERVIEW MOTHER DAIRY– At Glance Parent Company National Dairy Development Board (NDDB) Category Milk and Food Processing Sector Food and Beverages Tagline/ Slogan Piyo Pure Mission Mother Dairy’s heritage is intrinsically linked to the cooperative movement in India. With determination pride we will continue to serve our farmers, rural India our consumers. Our values reflect who we are what we firmly believe in. Vision Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers. USP India’s very own producer of milk, milk products, beverages, foods, etc. at affordable rates and of premium quality Product Portfolio Popular Brands 1. Mother Dairy Plain Dahi 2. Dhara 3. Safal Competition Competitors 1. Amul 2. Nestle 3. Britannia 4. Kissan 5. Heinz 6. Reliance Fresh Page | 4 1. 1 FORMATION OF MOTHER DAIRY NATIONAL DAIRY DEVELOPMENT BOARD (NDDB) The National Dairy Development Board (NDDB) was designed in 1969 on Anand Dairy Cooperative outlines of creating district cooperative of milk producers at village level which aim at collection of whatever amount of milk they produce and payment to them according to the quality of milk they supply. Then this milk is processed and supplied to the people at metropolitans and other cities at nominal charges. For about 5 years, NDDB was dormant till the time they received presents of Whole Milk Powder and Butter Oil from European Union and came into action with the help of Indian Dairy cooperation. Operation flood was started in 1970 under the guidance of Dr. Kurein, Chairperson NDDB, Anand and Mr. Jamnadas Patel in Khera, Gujarat. The objectives of Operation Flood are: ? ? ? ? ? ? ? ? To buy the milk from the farmers and villagers as much milk as they could supply at reasonable prices and keep the price of milk stable whole year. To operate, procure, process and market milk and milk products. Production of good milk after its qualitative and quantitative estimation. System to eliminate middleman. Providing technical inputs and services to yield of milk animals. Organizing an efficient transport system to collect milk from villagers. Set up of balancing dairies and storage system to convert excess milk to milk powder and butter oil. Train personnel to plan and manage the system as well as operate the services described. To meet out these objectives, NDDB started dairy plants all over India and Mother Dairy was one of them. It was set up in 4 major cities at Delhi, Mumbai, Chennai and Kolkata. Operation flood was a major dairy development program. Funds were generated by the sale of dairy commodities donated by the World Food Program (FAO-UN) which assisted project to carry out its mission. This included establishing dairy cooperatives in rural milk sheds, setting of animal husbandry units, constructing modern dairies in cities, organizing storage and long distance transportation and project planning with manpower development. The first phase of operation flood was completed in 1979, followed by second phase (1979-1988), assisted by European Economic Community. Its third phase ended in 1996. Page | 5 1. 2 MOTHER DAIRY PROFILE Mother Dairy was set up under the operation flood project on 2nd December, 1974. It is equipped with latest technology. Products are prepared as per the PFA standards. The dairy was established on behalf of the Govt. of India, Ministry of Agriculture (Dept. of Animal Husbandry and Daring). Mother Dairy is being managed by NDDB as a subsidiary unit retaining its independent character. Mother Dairy markets approximately 3. 2 million litres of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy milk has a market share of 65% in the branded sector in Delhi where it sells 2. 5 million litres of milk daily and undertakes its marketing operations through around 1400 retail outlets and over 1000 exclusive outlets of Mother Dairy. 1. 3 PRODUCT RANGE OF MOTHER DAIRY Mother Dairy has a huge product range and these products have been marketed through retail network. ? ? ? ? ICE-CREAMS Safal (Select frozen vegetables) Jams, Ketch-up Pickle Mango drink other fruit juices ? ? ? ? Paneer Sterilized cream Butter milk (chhachh) Dhara Oil, etc Some of the new products launched recently are Misthi doi, Dahi, Flavored Milk, Lassi, Butter, Pure Ghee, UHT Milk, Dairy Whitner, Cheese etc. Page | 6 Details of Product Safal Products Juice Orange, Orange-Apple, Mixed Fruits, Grape Pickles – Mixed Pickle, Mango Pickle, Red Chili Pickle, Lemon Pickle Jam – Pineapple, Mixed Fruits, Apple, Orange Marmalade Squash – Orange, Lemon Rice Safal Gold Basmati Rice, Safal Silver Basmati Rice, Safal Premium Paramal Rice Safal Drink – Guava, Mango Nectra Tomato Products Tomato Puree, Tomato Ketchup Dairy Products Butter, Ghee, UHT, Curd, Lassi, Flavored Milk 1. 4 ABOUT MOTHER DAIRY ICE-CREAMS In 1996 mother dairy came up with its ice-creams. Mother Dairy ice creams are now being enjoyed across the markets of Delhi/NCR, Mumbai, Kolkata, Punjab, Rajasthan, Uttar Pradesh Uttaranchal. Next year, it plans to go south to Hyderabad and Bangalore. With Indias per capita consumption of ice-cream at 200 ml being among the lowest in the world, opportunity for ice-cream marketers is abundant. And mother dairy is all geared up to take advantages of the opportunities ahead. Mother dairy has a huge variety of ice-creams in its portfolio, from impulse to take away to gallons. The range will be available at Mother Dairy booths, retail outlets and push carts. In the ice cream business their major competitors are Amul, Kwality Wall’s, Cream bell and Vadilal. Among these Amul, Kwality Wall’s are giving neck to neck competition to mother dairy. But to stay ahead of the competition require special effort. Mother dairy ice-creams strategy of product differentiation is value created through quality of the offerings as well as innovations in products. And this is backed by a relevant marketing and promotion campaigns. At present company claims 65 per cent market share in the ice creams market in Delhi and the National Capital Region. A harsh summer, a keenly contested battle, and a pampered consumer, it cant get hotter than that for the ice cream industry Page | 7 Sundae Magic Coffee Excess and Shahi Meva Malai, these sundaes give you the chance to relish what even the Add a little magic to your day with Mother Dairy’s sensational range of sundaes. A liberal sprinkling of nuts accompanied by a thick layer of rich sauce makes these sundaes absolutely irresistible. Available in three exotic flavours Jamaican Almond Fudge, Nawab of Awadh was deprived off. Kulfi This traditional Indian delicacy just got betterricher creamier and with more variety. Surrender to that all time favourite: Kesar Kulfi or enjoy the richness and abundance of nuts with Pista Kulfi. A royal treat for those with a taste for traditional delights. Cups A wide range of flavours to enjoy both at home and while on the move. Take your pick from avariety of flavours like Vanilla, Strawberry, Chocolate, Butterscotch, Choco Chip etc. Guara nteed to make all those family gatherings and outings extra special. Fruit Classics A unique range of premium ice creams in which carefully handpicked fruits blend with rich, creamy ice cream so that every spoonful that melts in your mouth has a natural taste of real fruit. Indulge your senses in the mouth watering flavour of delicious fruit with an added excitement of real fruit pieces. What’s more, it comes in three delectable flavours Strawberry Crush, Mango Marvel and Litchi Surprise Page | 8 Bricks Take your favourite ice creams home. They are a 500 ml or 1 litre Brick. Choose from a mind boggling range of great flavours. The All time Favorite Vanilla, Strawberry, Butterscotch, Chocolate and Two in One. The Simply Irresistible Choco Chip, Kesar Pista, KajuKishmish and Kulfi Pista. The New Unique Choco Fudge, Badam Thandai, Shahi Nazrana andFruit N Nut and Simply Coffee. A delicious for the entire family. Lic Lolleez An all time hit with the kids!! A refreshing and colourful range of ice candies and milk lollies-they are the perfect solution to the summer heat and add that extra zing to the winter chill. Try the new Chulbuli Shararat Lic Lolleez to re-discover the naughtiness in you. Page | 9 2. MARKETING MIX (4 P’S OF MARKETING) PRODUCT PRODUCT VARIETY – A wide range of dairy ice creams and frozen desserts QUALITY – Ice cream rich in calcium and fresh every time DESIGN Includes chocolate bar, cups, candy, tubs and family pack PACKAGING – High quality and eye catching packaging. Packaging colours ranges from orange, blue, green, red yellow and purple. Packaging is colourful in order to attract children and youth SIZES The paper packs are available in 500, 750, 1000, 1250 and 1500 ml and tubs are available at 1 ltr. SERVICE – Satisfying the dessert needs of the population in the best possible manner and delivering quality every time and offering a wide range of variety to choose from. RETURNS – Only in the case of damaged ice creams PRICE Price varies for different ice creams depending upon the size and the form of the product For example a 115 ml tub is priced at Rs 30 and chocolate cones are priced at Rs 40 Price of its competitors is more or less similar. They have price points for different consumers from low cost stick bars to family packs. Overall they follow a penetrative pricing strategy. Page | 10 PLACE Channels- The products goes from the Mother dairy plant to a local area distributor, then from there to a retailer and finally to the consumer. Coverage- First launched in 1996, Mother dairy ice creams were available only in Delhi and NCR region for the first few years. Then it expanded its reach in the north region, and 4 years ago it entered Mumbai. Now they aim to get a national coverage and with that in mind they entered south India. Location Mother dairy delivers ice cream to retailers in company owned trucks. They also have Mother Dairy carts which sell directly to the customers. These carts are normally placed outside schools and colleges, so that they can directly reach out to their target group. PROMOTION Advertising – vehicle advertising, outdoor billboards, point of sale displays and advertisements on television Message- The whole promotion links Ice cream with special moments of life which makes life real good. The campaign aims to lure the target audience for everyday indulgence with the regal, special taste of Mother Dairy ice-cream Page | 11 On ground Activation- Malls and Market are a place where huge crowd of people can approach at once and so Mother dairy goes to various malls to generate a lot of buzz for the Brand. Mother dairy also goes to various schools where it can get in touch with its target consumer directly. Where they organize games, distribute various goodies and freebies and holds contests and promotions. There they also get accurate feedback of how their products are received by the children. It also sponsors many events like in the year 2012 it sponsored an event in Mumbai called UTSAV 2012 – a children’s moment for civic awareness. They were also associated with Channel [V] India fest in Pune in Symbiosis College Page | 12 3. SEGMENTATION, TARGETING AND POSITIONING (STP) 3. 1 SEGMENTATION Mother Dairy Ice Creams has segmented its customers on the basis of Pricing. Their Ice Cream price ranges from Rs5 Rs 500. They have divided the market into 3 categories depending on pricing Value, Mixed Price and Premium. Value: These are low cost stick bars, Kulfis and value added packs Mixed Price: Here we have the mid range products like the chocolate, butterscotch, vanilla cone and cup ice creams Premium: These are the products like the diet sugar free ice cream packs and exclusive flavour tubs like the Caramel Croquant , Blueberry Bliss , Sheer E Khaas etc Premium Mixed Price Value Page | 13 Value Products: Mixed Price : Premium : Page | 14 3. 2 TARGETING Mother dairy ice creams launched in the year 1995 has shown continuous growth over the years and today has approximately 62 percent market share in Delhi and NCR. It introduces new flavours like O’blast, an orange based ice cream dessert to target the kids. It also has a brand chillz which targets the youth (15-25 year olds). It also has range of ice creams particularly targeting the children like the lic lolleez, cool buddies. It targets this segment aggressively – it arranges a media blitzkrieg in summers and plans to increase the number of carts outside schools holds contests and promotions, offering goodies to them. In the ice cream business, where Mother Dairy trails market leader Amul and Kwality Walls, its advertising and promotions budget will double to Rs10 crore. Amul, which is the market leader with 37% market share, spends Rs2. 5 crore on advertising. Kwality has an 8% market share and Mother Dairy has about 7%. 3. 2. 1 Targeting the Heath Conscious Consumers today have become very health conscious and are constantly evaluating among products to pick the healthiest option while making the purchase decision. Eyeing the healthconscious consumers, Mother Dairy has launched new low fat ice-cream Dietz in mango and strawberry flavours. Page | 15 The milk fat content of the products is only 25 per cent of the content in regular ice-creams. Ice creams are considered to be a junk unhealthy food, this range is expected to change the way Indian consumers look at Ice creams. Now consumers can indulge in ice creams without worrying about the health. With the media and doctors in an overdrive to educate Indians on the efficacy of healthy foods, the market is expected to grow multifold. With the launch of healthy ice creams, Mother dairy is all set to ride the healthy foods wave. 3. 2. 2 Targeting the Youth Chillz range particularly targets the younger generation of 15-25 years old. Chillz range includes delightful cups, creamy tubs, drooling chocolate bars and delicious cones. They have vibrant, colourful and attractive packaging. This range gives a youthful perception to the brand and increases the cool quotient of the brand. This range of ice creams has helped Mother dairy to position itself quite well in the minds of its target consumer. Page | 16 3. 2. 3 Targeting the Children Lic lolleez, a popular mother dairy brand are a big hit with children. Lic lolleez are available in many different exciting flavours like mango, cola, orange and gol gappa. To encourage parents to purchase them, Lic loleez are now available with a healthy dose of vitamin C. The company claims that a single Lic lolly bar meets 20% of body’s daily Vitamin C requirement. Page | 17 3. 3 POSITIONING In marketing terms there is no such thing as a product or service that exists by itself in space, independent of consumer. For a product to exist it must find a place in an individual consumer’s perception of the world of products around him or her. And this perception is subjective, governed by the individual consumer’s values, beliefs, needs, experiences and environment. This is the core thought behind brand positioning – the idea that each brand(if at all noticed) occupies a particular point or space in the individual consumer’s mind, a point that is determined by that consumers perception of the brand in question and in its relation to other brands. 3. 3. 1 Positioning of mother dairy ice creams Mother Dairy wants to get into bigger markets and have bigger shares in those markets. The cooperative is also expanding its product portfolio further to match rival offerings – particularly those of Amul. For the first 22 years of its existence, liquid milk was the only dairy product that Mother Dairy offered. It was in 1996 that it came up with ice-creams. Mother Dairy has positioned itself in the market with the promise of the â€Å"Real Good’ factor. The brand assures the delivery of real goodness of milk, fruits, nuts and other ingredients. Mother dairy uses natural ingredients and delivers high product quality. New flavours are periodically introduced in the market. Page | 18 3. 3. 2 Determining a Competitive Frame Of Reference Choosing the most advantageous competitive frame of reference is a very important part of brand positioning. It defines which other brands the brand competes with and therefore which brands should be the focus of competitive analysis. The ice creams market was an emerging market in India, witnessing the entry of numerous players. The national scene was dominated by Hindustan Lever with its Kwality and Walls brands, accounting for about 45 percent of the market. GCMMF was the other national player, with about 30 percent of the market. There were, in addition, very powerful regional players such as Vadilal Ice Creams in the Western India who commanded substantial (in excess of 30 percent) of the regional market shares. Ice creams were largely promoted through local promotions, hoardings (billboards) and advertisements. 3. 3. 3 Channel Differentiation Mother dairy has partnered with DELIVERY ON CALL to provide home delivery of its products in Noida. Mother Dairy has booths all over Delhi-NCR, but the value proposition that Delivery on Call is pitching is that those at the booth don’t deliver products to consumers – consumers typically have to go and buy products from Mother Dairy. Delivery on Call aims to provide the direct to home channel for Mother Dairy’s products. People can sit at home and order from home instead of visiting the booths. 3. 3. 4 Product Differentiation While Mother Dairy still may not have a product portfolio as large as Amul, which is also expanding across the country in a big way and is a much bigger player, its doing its bit. Mother Dairy says the idea is not just to enter new markets, but to do well in those markets which mean bigger market shares in the different product categories in whichever market it is present. The drivers will be value created through quality of the offerings as well as innovations in products. This will, of course, be backed by relevant marketing and promotion campaigns. Mother Dairy is bringing in mass Indian flavours which are building up in terms of absolute percentage of contribution. Their attempt is to make the taste experience in ice creams as familiar as possible so as to increase consumption. Take the case of curd. It started off very slow but today, Mother Dairy claims its growing at close to 60 per cent year-on-year in Delhi. Here again, the Indian flavour formula seems to have worked. If the offering fits well with the Indian consumer, the resistance is lower and acceptance more. Even in ice creams, Mother dairy has launched many Indian flavours specially for the Indian taste buds like shahi meva malai which is a mix of kheer and basundi flavour of ice cream, thandai flavour, rasmalai flavour and golgappa flavoured ice candy. Page | 19 3. 3. 5 Value Proposition Made from rich, creamy milk and superior ingredients, Mother dairy ice creams guarantee a delectable taste experience and are made of milk fats as opposed to frozen desserts. 3. 3. 6 Brand narratives and storytelling Nowadays, more and more companies are positioning their brands with compelling brand narratives, and so has Mother dairy. Mother dairy aims to become a â€Å"lovemark†. â€Å"Lovemarks† are brands that have evolved from a place in the market to the heart of a culture. With the power of love they create life-long emotional connections. With the help of a nationwide multi media campaign Mother dairy wants to make the consumer fall in love with the brand and build an emotional relationship with her. Mother dairy ice creams launched advertisements along these guidelines with the tagline â€Å"Life is Real Good†. The ad is a montage of real situations with which one can correlate to. Another ad revolves around a couple in a plush living room enjoying Mother Dairy’s Classics. The film captures the romance between the product and the couple. These ads try to position the brand in the mind of the consumer. Mother dairy has been successful in creating an emotional connects with its ‘Maa Jaisi Koi Nahi’ campaign. The dairy brand emphasizes how children take their mothers love for granted. The brand reminds kids of what mothers go through just to keep them happy, without ever expecting anything in return. It reiterates that the least the children can do in return is to drink a glass of milk today, so that tomorrow when they grow up they can take care of their mothers. The campaign glorified a mother’s love and thus created a direct connect with the importance of ‘the’ woman of the house. Mother Dairy invited consumers to design the new pack for its milk to increase engagement with the brand. This helped the brand team and the creative team immensely to understand from the consumer what they think of our brand. 3. 3. 7 Proposed Strategy of the Brand Consumers must understand what the brand stands for, but Mother dairy Ice creams has failed in doing this. The idea does not come out very clearly in the advertisements. However people will have a craving for eating ice cream after watching the ad but why should one prefer Mother dairy instead of Amul or Kwality walls . There is no reason for the consumer to prefer Mother dairy over its competitors. Mother dairy ice creams do not have any strong point of difference which can differentiate it from its competitors. Point of difference are attributes or benefits that consumers strongly associate with the brand. Mother dairy needs to have a very clear Brand Mantra or what we call core brand essence. Page | 20 4. MOTHER DAIRY ICE CREAM – BRANDING STRATEGY Branding Mother Diaryâ„ ¢ is recognized brand due to its presence and share in the market. It has wide variety of products milk, dairy products, fruits, vegetables, beverages, frozen food, and icecreams. Mother Dairy Ice-creams Mother Dairy decided to leverage a new brand with existing brand name i. e. they started new sub- brand as Mother Dairyâ„ ¢ Ice-Cream. The company started marketing ice cream sector with having company’s name as the brand. After developing and gaining some market share the company started segmenting their target market. According to the target market the company came out with different brand which will associate with the respected markets. The segmentation of the market was mostly done on the basis of age group first children, second youth generations and third above them. To attract this market the company came out with brand name that will be associated with this age group and sense of belongingness will be generated. Brands Lic Lolleez The target market for this brand is children. The brand name itself promotes the products i. e. lolleez (candy bar) which are famous among children. As the target market is children, the buyers for the products are mostly their parents so they branded Lic Lolleez with goodness of â€Å"Vitamin C†. Chillz The target market for this brand is youth generation or teenagers. The Chillz range reinforces the hip and youthful imagery of the brand and also drives in the point that Chillz ice creams are an integral part of fun activities that youth indulge in. â€Å"Summer time its Chillz time† tag line associated with Chillz. Classics The target market for this brand is group of people, family or friends. The Classics are further differentiated into three groups Fruit, Indian, and Western. The positioning of the Classics is done by ingredient, in Fruit Classics – 100% natural flavour ice cream with real fruit pieces, in Indian Classics – Traditional Indian flavours with Premium nuts, and in Western Classics – Exotic and western flavours of international standards. Page | 21 Dietz Dietz is a sugar free ice cream brand. As a sugar free the target market for the brand is diet conscious and a health issue person. The milk fat in Dietz is 75% less than usual ice cream and low on calorie. The brand intends to delight the health conscious consumer by providing them a hard to refuse option that does not compromise on taste and experience normally associated with regular ice cream. Branding Strategy Even after launching these brands company decides to brand their product in Corporate Umbrella or Company brand name, to distinguish from competitors the company uses its own name Mother Dairyâ„ ¢ Ice-cream. Page | 22 5. MOTHER DAIRY ICE CREAM- PRICING STRATEGY There are several pricing strategies that a business can use: Cost based pricing this can either simply cover costs or include an element of profit. It focuses on the product and does not take account of consumers Penetration price an initial low price to ensure that there is a high volume of purchases and market share is quickly won. This strategy encourages consumers to develop a habit of buying Price skimming an initial high price for a unique product encouraging those who want to be first to buy to pay a premium price. This strategy helps a business to gain maximum revenue before a competitor† product reaches the market. The pricing strategy used by Mother Dairy is the second one, which encouraged the consumers to develop a habit of buying. Clientele The price of your ice cream gives your customers information about how you see your product and what type of target market you expect to buy your offerings. In the case of Mother Dairy, more than 96 percent of the total sample used in survey found the price nominal or in par with the competitors offering the similar products. The Market An ice cream pricing strategy should be based not only on the demand and typical pricing for the type of ice cream being offered, but also on market conditions in general. Mother Dairy positioned its ice cream as an everyday treat and not as an artisan luxury as this is evident from the product offering which is in the middle range or â€Å"just right† buy. The strategy they used is Value Pricing which bridges the gap between the economic and luxury as they sell through ice cream carts and low end ice cream shops rather than high end shops. Page | 23 6. MOTHER DAIRY ICE CREAM DISTRIBUTION RETAILING STRATEGY Distribution Network Mother Dairy Plant LAD Retailer Consumer *LAD is Local Area Distributor The packaged milk is distributed via the distributor network throughout the city. Mother Dairy follows a typical FMCG distribution model to reach to the consumers for its ice creams. They have extended the brand reach and depth to stimulate consumption using traditional retail, their own vending carts, own exclusive booths and kiosks in high throughput locations etc. This year they have also invested disproportionately on asset placement both in retail and vending to drive growth across all geographies and reach out to a larger chunk of consumers. Page | 24 Carry and Forwarding Agent The above mentioned distribution channel and retail channel is same in the area which is in close vicinity of the plant area, For E. g. The Mother Dairy plant in NCR is responsible for the coverage in Delhi, Faridabad, Gurgaon, Ghaziabad, Rohtak, Meerut etc. But when plants are very far located from some regions, one more level of distribution comes into the scene which is in between plant and the LAD and is known as CNF Agent. Mother Dairy Plant CNF Agent LAD Retailer Consumer Page | 25 CNF Agents are generally contracted agents of Mother Dairy where the ownership of the products still belongs to the mother dairy. These CNF Agents are responsible for the transportation of the products from plant to the storage facility, storing it for the time till the LAD or retailer asks for the product and transportation of product from storage facility to LAD or retailer. These CNF agents charge around 2% of the total product rice. E. g. The Mother Dairy plant in NCR is responsible for the supply in Western Uttar Pradesh region where they have around 6 CNF agents. Now these 6 CNF Agents are responsible for the distribution of ice cream from plant to LAD’s in UP. Modern Trade Ice Cream in India Modern trade consists of hypermarkets and supermarkets that retail FMCG. But ice cream in India is never considered as an item under the basket of bulk purchases. This is the reason that ice cream companies choose locations in the residential localities where people decides to buy the ice cream after seeing a counter or a mobile unit/kart. Retailing of the ice cream through mobile units is the best channel when it comes to Mother Dairy. In my personal chat with one of the Area Sales Manager of Mother Dairy ice cream (who looks after the sales in Cannaught Place and India Gate region in Delhi) I was told a very interesting fact that CP and India Gate are highest selling point for ice creams in India. Now on my further drill I found that Mother Dairy has only one retail store at India gate and has around 150 mobile units and this is the reason that they are the leader in selling ice cream at these two points where they take 85-90% of the total sales as they are saving rents and outlets maintenance cost which their competitors can’t avoid. Recent Major Development Keeping in mind the benefit of the direct selling, in NCR region they have partnered with the Noida based E-Commerce Company ‘Delivery on Call’. Mother Dairy has booths all over Delhi-NCR, but the value proposition that Delivery on Call is pitching is that those at the booth don’t deliver products to consumers – consumers typically have to go and buy products from Mother Dairy. Delivery on Call aims to provide the direct to home channel for Mother Dairy’s products. People can sit at home and order from home instead of visiting the retail stores. Page | 26 7. MOTHER DAIRY ICE CREAM – ADVERTISING STRATEGY TVC To tap its target audience Mother Dairy came out with TVC, one TVC for each sub-brand and one showcasing its range of ice-cream where all the four sub-brands are shown and the TVC rides on the thought that â€Å"Life is Real Good†. The TVC capturing all the sub-brands is tagged as Range, it captures real slice of life situation and brings Mother Dairy alive through these moments. It’s a montage of real situations which one can correlate with; cateri

socialized medicine essays

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Farmers are getting access to market to sell their product as well as keeping themselves updated and informed regarding the going on trends of market. * Assist. Professor, Rajarshi School of Management Technology, U.P. College, Varanasi The rural market in India is not a separate entity in itself and it is highly influenced by the sociological and behavioral factors operating in the country. The rural population in India accounts for around 627 million, which is exactly 74.3 percent of the total population. The concept of rural marketing in India is often been found to form ambiguity in the minds of people who think rural marketing is all about agricultural marketing. However, rural marketing determines the carrying out of business activities bringing in the flow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas. To be precise, Rural Marketing in India Economy covers two broad sections, namely: Selling of agricultural items in the urban areas Selling of manufactured products in the rural regions Some of the important features or characteristics of Rural Marketing in India Economy are being listed below: With the initiation of various rural development programmes there have been an upsurge of employment opportunities for the rural poor. One of the biggest cause behind the steady growth of rural market is that it is not exploited and also yet to be explored. The rural market in India is vast and scattered and offers a plethora of opportunities in comparison to the urban sector. It covers the maximum population and regions and thereby, the maximum number of consumers. The social status of the rural regions is precarious as the income level and literacy is extremely low along with the range of traditional values and superstitious beliefs that have always been a major impediment in the progression of this sector. The steps taken by the Government of India to initiate proper irrigation, infrastructural developments, prevention of flood, grants for fertilizers, and various schemes to cut down the poverty line have improved the condition of the rural masses. Prime Minister Manmohan Singh recently talked about his vision for rural India: My vision of rural India is of a modern agrarian, industrial and services economy co-existing side by side, where people can live in well-equipped villages and commute easily to work, be it on the farm or in the non-farm economy. There is much that modern science and technology can do to realise this vision. Rural incomes have to be increased. Rural infrastructure has to be improved. Rural health and education needs have to be met. Employment opportunities have to be created in rural areas. Go rural is the slogan of marketing gurus after analyzing the socio-economic changes in villages. The Rural population is nearly three times the urban, so that Rural consumers have become the prime target market for consumer durable and non-durable products, food, construction, electrical, electronics, automobiles, banks, insurance companies and other sectors besides hundred percent of agri-input products such as seeds, fertilizers, pesticides and farm machinery. The Indian rural market today accounts for only about Rs 8 billion of the total ad pie of Rs 120 billion, thus claiming 6.6 per cent of the total share. So clearly there seems to be a long way ahead. Although a lot is spoken about the immense potential of the unexplored rural market, advertisers and companies find it easier to vie for a share of the already divided urban pie. The success of a brand in the Indian rural market is as unpredictable as rain. It has always been difficult to gauge the rural market. Many brands, which should have been successful, have failed miserably. More often than not, people attribute rural market success to luck. Therefore, marketers need to understand the social dynamics and attitude variations within each village though nationally it follows a consistent pattern looking at the challenges and the opportunities which rural markets offer to the marketers it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage. A radical change in attitudes of marketers towards the vibrant and burgeoning rural markets is called for, so they can successfully impress on the 230 million rural consumers spread over approximately six hundred thousand villages in rural India. What rural market buys? Rural India buys small packs, as they are perceived as value for money. There is brand stickiness, where a consumer buys a brand out of habit and not really by choice. Brands rarely fight for market share; they just have to be visible in the right place. Even expensive brands, such as Close-Up, Marie biscuits and Clinic shampoo are doing well because of deep distribution, many brands are doing well without much advertising support Ghadi, a big detergent brand in North India, is an example. Why Rural Market? The Indian rural market has a huge demand base and offers great opportunities to marketers. Two-thirds of Indian consumers live in rural areas and almost half of the national income is generated here. The reasons for heading into the rural areas are fairly clear. The urban consumer durable market for products like colour TVs, washing machines, refrigerators and air conditioners is growing annually at between 7 per cent and 10 per cent. The rural market is zooming ahead at around 25 per cent annually. The rural market is growing faster than urban India now, says Venugopal Dhoot, chairman of the Rs 989 -crore(Rs billion) Videocon Appliances. The urban market is a replacement and up gradation market today, adds Samsungs director, marketing, Ravinder Zutshi. Reasons for improvement of business in rural area *Socio-economic changes (lifestyle, habits and tastes, economic status) *Literacy level (25% before independence more than 65% in 2001) *Infrastructure facilities (roads, electricity, media) *Increase in income   *Increase in expectations MART, the specialist rural marketing and rural development consultancy has found that 53 per cent of FMCG sales lie in the rural areas, as do 59 per cent of consumer durable sales, said its head Pradeep Kashyap at the seminar. Of two million BSNL mobile connections, 50 per cent went to small towns and villages, of 20 million Rediffmail subscriptions, 60 per cent came from small towns, so did half the transactions on Rediffs shopping site. Special features of rural market Unlike urban markets, rural markets are difficult to predict and possess special characteristics. The featured population is predominantly illiterate, have low income, characterized by irregular income, lack of monthly income and flow of income fluctuating with the monsoon winds. Rural markets face the critical issues of Distribution, Understanding the rural consumer, Communication and Poor infrastructure. The marketer has to strengthen the distribution and pricing strategies. The rural consumer expects value for money and owing to has unsteady and meager status of weekly income; increasing the household income and improving distribution are the viable strategies that have to be adapted to tap the immense potential of the market. Media reach is a strong reason for the penetration of goods like cosmetics, mobile phones, etc., which are only used by the urban people. Increasing awareness and knowledge on different products and brands accelerate the demand. The rural audience are however critical of glamorous ads on TV, and depend on the opinion leaders who introduce the product by using it and recommending it. Opinion leaders play a key role in popularizing products and influence in rural market. Nowadays educated youth of rural also influences the rural consumers. Rural consumers are influenced by the life style they watch on television sets. Their less exposure to outside world makes them innocent and fascinated to novelties. The reach of mass television media, especially television has influenced the buying behaviour greatly. Creating brands for rural India Rural markets are delicately powerful. Certain adaptations are required to cater to the rural masses; they have unique expectation and warrant changes in all four parameters of product, price, promotion and distribution. A lot is already emphasized on adapting the product and price in terms of packaging, flavouring, etc and in sachets, priced to suit the economic status of the rural India in sizes like Rs.5 packs and Re.1 packs that are perceived to be of value for money. This is a typical penetration strategy, that promises to convert the first time customers to repeated customers. The promotion strategies and distribution strategies are of paramount importance. Ad makers have learnt to leverage the benefits of improved infrastructure and media reach. The television airs advertisements to lure rural masses, and they are sure it reaches the target audience, because majority of rural India possesses and is glued to TV sets! Distributing small and medium sized packets thro poor roads, over long distances, into deep pockets of rural India and getting the stockiest to trust the mobility is a Herculean task. Giving the confidence those advertisements will support. Sales force is being trained to win the confidence of opinion leaders. Opinion leaders play an important role in popularizing the brand. They sometimes play the role of entry barriers for new products. The method of promotion needs to be tailored to suit the expectations of the market. Techniques that have proved to be successful are Van campaigns, edutainment films, generating word of mouth publicity through opinion leaders, colourful wall paintings. The Wide reach of television has exposed the other wise conservative audience to westernization. Panchayat televisions in Tamilnadu carries message that are well received and contribute to community development. Dynamics of rural markets differ from other market types, and similarly rural marketing strategies are also significantly different from the marketing strategies aimed at an urban or industrial consumer. This, along with several other related issues, have been subject matter of intense discussions and debate in countries like India and China and focus of even international symposia organized in these countries.   Rural markets and rural marketing involve a number of strategies, which include: * Client and location specific promotion *Joint or cooperative promotion *Bundling of inputs *Partnership for sustainability Client and Location specific promotion involves a strategy designed to be suitable to the location and the client. Joint or co-operative promotion strategy involves participation between the marketing agencies and the client. Bundling of inputs denote a marketing strategy, in which several related items are sold to the target client, including arrangements of credit, after-sale service, and so on. Media, both traditional as well as the modern media, is used as a marketing strategy to attract rural customers. Partnership for sustainability involves laying and building a foundation for continuous and long lasting relationship. Innovative media can be used to reach the rural customers. Radio and television are the conventional media that are reaching the rural audience effectively. But horse cart, bullock cart and wall writing are the other media, which can carry the message effectively to the rural customers.   Rural marketing is an evolving concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently. Improvement in infrastructure and reach, promise a bright future for those intending to go rural. Rural consumers are keen on branded goods nowadays, so the market size for products and services seems to have burgeoned. The rural population has shown a trend of wanting to move into a state of gradual urbanization in terms of exposure, habits, lifestyles and lastly, consumption patterns of goods and services. There are dangers on concentrating more on the rural customers. Reducing the product features in order to lower prices is a dangerous game to play. Rural Market: Areas with high level of expectation The Indian growth story is now spreading itself to Indias hinterlands. Rural India, which accounts for more than 70 per cent of the countrys one billion population (according to the Census of India 2001), is not just witnessing an increase in its income but also in consumption and production. The Union Budget for 2009-10 hiked the allocation for the National Rural Employment Guarantee Act (NREGA) to US$ 8.03 billion, giving a boost to the rural economy. This is in addition to the ambitious Bharat Nirman Programme with an outlay of US$ 34.84 billion for improving rural infrastructure. According to a study on the impact of the slowdown on rural markets commissioned by RMAI and conducted by MART, the rural economy has not been impacted by the global economic slowdown, according to a study by the Rural Marketing Association of India (RMAI). The study found that the rural and small town economy which accounts for 60 per cent of Indias income has remained insulated from the economic slowdown. Moreover, rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years. Moreover, the rural consumer market, which grew 25 per cent in 2008 when demand in urban areas slowed due to the global recession, is expected to reach US$ 425 billion in 2010-11 with 720-790 million customers, according to a white paper prepared by CII-Technopak. That will be double the 2004-05 market size of US$ 220 billion. According to the study, while the durables market shrunk in urban India, the rural market is seeing a 15 per cent growth rate. Fast moving consumer goods (FMCG) sales are up 23 per cent and telecom is growing at 13 per cent. FMCG According to figures released by market researcher AC Nielsen, demand for personal care products grew faster in rural areas than urban areas during the period April-September 2009. Several FMCG companies such as Godrej Consumer Products, Dabur, Marico and Hindustan Unilever (HUL) have increased their hiring in rural India and small towns in order to establish a local connect and increase visibility. GlaxoSmithkline Consumer Healthcare (GSK) and Nestle and are now launching products specifically for rural markets. Anand Ramanathan, an analyst from KPMG, said, Till recently, most FMCG companies used to treat rural markets as adjuncts to their urban strongholds and rural consumers as a homogeneous mass without segmenting them into target markets and positioning brands appropriately. Retail The rural retail market is currently estimated at US$ 112 billion, or around 40 per cent of the US$ 280 billion Indian retail market, according to a study paper, The Rise of Rural India, by the Associated Chambers of Commerce and Industry of India (ASSOCHAM). Major domestic retailers like AV Birla, ITC, Godrej, Reliance and many others have already set up farm linkages. Hariyali Kisan Bazaars (DCM) and Aadhars (Pantaloon-Godrej JV), Choupal Sagars (ITC), Kisan Sansars (Tata), Reliance Fresh, Project Shakti (Hindustan Unilever) and Naya Yug Bazaar are established rural retail hubs. Pharmaceuticals /Healthcare According to a report by McKinsey, the rural and tier-II pharmaceuticals market will account for almost half of the growth till 2015. The tier-II market will grow to 44 per cent by 2015, amounting to US$ 8.8 billion. The health ministry is setting up a mechanism to screen people in rural areas for lifestyle diseases such as diabetes. Union Health Minister Ghulam Nabi Azad said that in the case of diabetes, the government was working out a strategy to diagnose those in the age group 30-40 years in rural areas, for diseases. The multinational drug company, Sanofi-Aventis, has launched Prayas, a marketing initiative to market generics in rural areas and small towns. Through this initiative, the company looks to share medical knowledge with a body of practitioners and specialists in rural areas through workshops. Telecommunication A joint Confederation of Indian Industries (CII) and Ernst Young report reveals that of the next 250 million Indian wireless users, approximately 100 million (40 per cent) are likely to be from rural areas, and by 2012, rural users will account for over 60 per cent of the total telecom subscriber base in India. In a bid to acquire rural subscribers, most Indian telecom operators have started investing in infrastructure to roll out their services in these areas. Realising this as a huge potential, small Indian handset manufacturing companies, including Micromax, Intex Technologies and Karbonn, have lined up a marketing spend of around US$ 21.02 million for the financial year 2009-10. Infrastructure The World Bank has said that all-weather roads in villages in India have served to double the income of rural households, lift the literacy rate and increase land prices. Meanwhile, the Orissa government had decided to undertake an initiative to improve roadways in rural areas and upgrade 10,000 km of roads in rural areas. The decision was taken at a high level meeting chaired by Mr. Naveen Patnaik, Chief Minister of Orissa in December 2009. The National Bank for Agriculture and Rural Development (NABARD) has sanctioned an amount of US$ 34.4 million to the government of West Bengal under the Rural Infrastructure Development Fund (RIDF) XV. NABARD has also sanctioned a US$ 26.29 million loan to Karnataka for the construction of infrastructure projects, such as secondary schools, rural godowns, jetties, minor irrigation structures, roads and bridges, in rural areas. Automobiles Mahindra and Mahindra Group (MM) arm, Mahindra First Choice, has announced that it is to set up sales and service outlets in rural areas with the target of setting up 100,000 vehicles by 2015, according to MM President Rajeev Dubey. Meanwhile, motorcycle manufacturer TVS Motor Co. Ltd has said that it is depending on a far-reaching penetration of the rural market and the launch of new brands to boost the companys growth in 2010. Services Sector According to a report based on the 63rd round of survey by the National Sample Survey Organisation (NSSO), 60 per cent of the services sector enterprises in the country are located in rural areas. Of the 16.5 million services sector enterprises in India in 2006-07, 85 per cent were own account enterprises (OAEs) while the remaining 15 per cent were establishments. Seventy six per cent of the workers employed in these enterprises were employed in the rural areas of the country. Road ahead According to international consultancy firm Celent, rural markets in India will grow to a potential of US$ 1.9 billion by 2015 from the current US$ 487 million. Rural markets are growing at double the pace of urban markets and for many product categories, rural markets account for well over 60 per cent of the national demand. The success of the National Rural Livelihood Mission (NRLM), which has so far trained 100,000 rural youth, has led the rural development ministry to request an increase in budgetary allocation for the project. Rita Sharma, Secretary in the Rural Development Ministry, has said that they had sought US$ 2.29 billion from the Finance Ministry.

The Pursuit Of Happiness in A Raisin in the Sun Essay -- A Raisin in th

Throughout Lorraine Hansberry’s A Raisin in the Sun, we see the positive and negative effects of chasing the American Dream. Hansberry expresses her different views on the American Dream through the characters and she portrays the daily struggles of a 1950 black family throughout A Raisin in the Sun. In this play, she is able to effectively show the big impact that even small decisions can make on a family. Hansberry shows the many different attachments that come with the fulfillment of this American Dream. Throughout A Raisin in the Sun, each family member has their own pursuit of happiness, which is accompanied by their American Dream. In the play, Mama has her own American Dream that she chases after, which heavily affects the family’s state of being. Mama has to go through many struggles and much frustration while in pursuit of her American Dream (Bloom 17). Mama says, â€Å"Yes, death done come in this house here†¦.Done come walking in my house. On the lips of my children. You what supposed to be my beginning again. You what supposed to be my harvest† (Hansberry 134). She begins to see the harsh effects of what her American dream has done to her children. Mama goes through trials and tribulations to provide a good lifestyle for her children, but neither of them seem satisfied, they both want to accomplish their dreams and aspirations so badly that it blinds them to the reality of what is really important in life. Mama having to carry such a heavy load on her shoulder by trying to hold the family together deprives her of the happiness she once obtained. Mama seems to be the commanding presence and head of the household. She has moral strength and dignity and this is why she is considered the stronghol... ...as the support of the family as oppose to Walter. Each family member has a dream to improve the family situation; however, all of those dreams are depending on one insurance check which begins to cause trouble and tensions within the family (Bloom 18). However, all these dreams are counting on one insurance check to be funded. Throughout a Raisin in the Sun, Each family member has their own pursuit of happiness, which is accompanied by their American Dream. Mama wants to have a better quality of life for her family. Beneatha aspires to be a successful Doctor and an Independent woman. Walter wants to invest in a liquor store and live in luxury. In A Rasin in the Sun, we see that each character goes through their own struggles and frustrations to accomplish their American Dream, but in the end, they all find their happiness within in each other unified as a family.

Proof Media Assignment

Proof Media Assignment (Topic#1) Alice Wang The directorial decision to include Catherine’s eulogy and the post funeral party scene in the film effectively enhanced character development. Catherine’s eulogy was significant in displaying Catherine’s behaviour in front of crowds, and her rash decision to make a speech at her father’s funeral. Catherine is shown to make emotional and rash decisions on the spot, not thinking of consequence. Catherine’s shocking speech is made in a calm tone of voice, but shows her clear resentment towards the crowd gathered at her father’s funeral – â€Å"Where’ve you all been the last 5 years? At the end of her speech, she exclaims â€Å"I’m glad he’s dead† and walks out. As she is walking out, we see that Clair stands up after her, but it is Hal who chases her down – this event showing that Hal is more caring about Catherine’s well-being as well as Clair’ s stance in her regard towards her sister. After Catherine walks out, she shows (to Hal) her disbelief at herself and her regret for saying what she said, and walks home. Later in the Post funeral party, Catherine is shown as a solitary person, away from the party.Hal tells Catherine flirtatiously that her dress looks good on her, which effected in Catherine later telling Clair, â€Å"Clair, I love it† (the dress). This shows that Hal’s opinion matters a lot to Catherine, and that Catherine is beginning to have feelings for Hal. Catherine and Hal exchanges words at the party, and Catherine reveals her intelligence to Hal when they begin discussing about the famous female mathematician, Sophie Germaine. Here, Catherine is revealing that she is, in fact, very intelligent – hinting at her inheritance to her father’s intellectual mind.Meanwhile, Clair at the party, is shown drinking and socializing- the complete opposite of Catherine; highlighting the differe nce between the sisters and their behaviours. Flashing back to Catherine and Hal, as Catherine is opening up to Hal, she shows him up into her room, and Hal kisses her. After Hal pulls away he apologizes to Catherine, saying â€Å"sorry, I’m a little drunk†. This shows that Hal is considerate and has feelings for Catherine as well. They continue kissing and they engage in coitus.Before the act, Catherine expresses that she feels like she is â€Å"like an egg† and â€Å"about to crack open†, and after the act, she is shown crying. This scene further develops Catherine’s character, showing that she is very emotional, but she is still in a rational state of mind, able to feel and give love. Overall, the scenes show character development in how different Claire is from her sister, and how Hal cares deeply for Catherine. Most of all, the scenes show Catherine’s resentment, regret, intelligence, that she is in an emotional state, makes rash decisi ons, and that she is not crazy – that she is still in a rational state of mind.

Nerve Regeneration essays

Nerve Regeneration essays Topic: New ways to aid in nerve regeneration. Specific Purpose: To inform the audience about news techniques and mechanisms that aid in nerve regeneration. Central Idea Statement: The new techniques for nerve regeneration involving magnetic, electrical, and chemical mechanisms look very promising. I. The site is rather common: someone in a wheel chair unable to use their lower body, or worse, unable to function from their neck down because of an accident. You may even know one of these people. They all have one thing in common: spinal nerve injury. To the majority of us, one of the more famous and recent cases involving spinal trauma is that of Christopher Reeve, known to most of us as Superman. Reeve was riding his horse when he fell off, landed on the back of his head and twisted his neck. His spine was damaged near the second cervical vertebrae; that being two vertebrae away from the base of the skull. He states that after his accident he saw a handbook written in 1990 that "didn't even mention anyone higher than [the fourth cervical vertebrae] because 70 percent of them didn't live longer than five days. I am very lucky my injury happened at a time when treatment and surgery had improved." Dr. Cotman from UCI, who worked with Reeve says that Reeve remains optimistic t hat a cure is only a few million dollars away. II. Prior to the end of the Second World War, if a person survived a severe spinal cord injury, the injury still usually resulted in their early death. This was because of complications that accompanied the injury, such as infections to the kidneys and lungs. Though the development of new antibiotics has greatly improved life expectancy, until recently medical science had not been able to restore nerve function. III. According to researchers at the University of Alabama using data from the regional SCI Centers, there are 7,800 traumatic spinal cord injuries each year in the US. Yet these numbers do not ...