The Environmental Impacts of 2010 Essay Example for Free

The Environmental Impacts of 2010 Essay ABSRTRACT Nowadays as the issues of environmental sustainability have been a heated theme in the event industry, environmental impacts caused by major events are always examined through a bias lens and they are widely believed to be directly bound up with the host surroundings. When realizing the importance of sustainable development, many large-scale festivals such as Olympic Games and Glastonbury Music Festival are striving to mitigate their physical impacts on the local community and looking forward to turning into an eco-friendly event. This report focuses on the environmental dimension of the mega event and investigates both the pros and cons of the environmental impact. Table of Content 1. Introduction 2. Background of 2010 Taipei International Flora Expo 3. Environmental impacts 3.1 Positive Environmental Impacts 3.1.1 Showcasing the environment 3.1.2 Providing models for best practice 3.1.3 Increasing environmental awareness 3.1.4 Infrastructure legacy 3.1.5 Urban transportation and renewal 3.2 Negative impacts 3.2.1 Litter problems 3.2.2 Air Pollution 4. Conclusion 5. References Read more:  Environmental Festivals 1. Introduction As the event industry has been rapidly flourishing and well received over the years, staging the event is seen as one practicable means of displaying the local surroundings. However, conducting an event often has straight physical impacts (both active and passive) on the environment, such as all kinds of  contamination, destruction of flora and fauna as well as the depletion of natural resources. For this reason, I decide to select environmental impacts as the subject of this report. With the increasing consciousness of sustainable development, environmental impacts generated by major festivals in recent years draw deeper attention from all fields of society and become a hot topic around the globe. Most of festivals, especially those large-scale events, now are dedicated to protecting the host environment by effective operations wherever applicable and diminishing any possible negative impacts. The aim of this report is to examine environmental impacts through an instance of 2010 Taipei International Flora Expo as well as evaluate both positive and negative physical effects triggered by the assigned example. 2. Background of 2010 Taipei International Flora Expo  2010 Taipei International Flora Expo, a mega flora festival identified by AIPH (International Association of Horticultural Producers), was organised by Taipei government. It was the first time that Taiwan got authorised to run such an international-scale event and Taipei was also the seventh host city held in Asia. Going along with the previous excellent green practice, Taipei International Flora Expo was designed to show the creativity of horticultural decoration as well as implement the idea of sustainable environmental development and planned for advocating new green life-styles to individuals. The definition of sustainable development refers that ‘development that meets the needs of the present without compromising the ability of future generations to meet their own needs’ (World Commission on Environment and Development 1987). Different from other mega events, the International Flora Expo does not require the host city to spend too much money on new amenities, but encourage it to make use of existing sites. This garden festival enhanced the old facilities and applied the principles of 3R (Reduce, Reuse, Recycle) and 3G (Green Building, Green Energy, Green Transportation) into its whole event project and the construction of infrastructure. Figure.1. 2010 Taipei International Flora Expo (ç ¶  Ã¨â€° ²Ã¥ · ¥Ã¥ »  2010) 3. Environmental impacts Events and surroundings are closely linked with each other. From the moment  that the city has decided to bid for the event, impacts soon started to occur on the environment. Host surroundings may be extraordinarily fragile and great consideration should be taken to look after them. A large-scale event should need to be conducted by an environmental impact assessment. Environmental Impact Assessment (EIA) is a crucial environmental tool which is seen as the necessary procedure of activity in order to give the environment its appropriate place in the decision-making process by improving the quality of advanced information to event organisers, so that environmentally sensitive determination can be made paying careful attention to minimizing impacts, enhancing the planning of activities and protecting the environment (outlined by Kees Bastmeijer and Timo Koivurova, 2008). Analysis of the environmental impacts of events can be divided into three groups of physical impacts on the natura l environment; impacts on the man-made environment and impacts on the ecosystem (Là ³rà ¡nt, 2009). Firstly, natural environmental impacts contain air quality, geological factors and water quality, depletion of natural resources and flora and fauna. Secondly, the impacts on the man-made environment include the infrastructure put in place at the festival, the changes in the land-use and building and visual impacts. Finally, the ecosystem refers to the ecological network or flora and fauna. As for physical and environmental impacts, they are as complex as other impacts on the surroundings. They may be domestic and international impacts, reversible and irreversible effects, positive and negative influences. In the following section the favorable (positive) and unfavorable (negative) impacts will be come up for discussion independently. 3.1 Positive environmental impacts When it comes to positive physical and environmental effects, Hall (1989) refer that a successful event has five points of favorable impacts as follows: * Showcasing the environment * Providing models for best practice, * Increasing environmental awareness, * Infrastructure legacy * Improved transport and communication * Urban transportation and renewal As an environment-based festival, 2010 Taipei Flora expo as a whole brought about lots of beneficial impacts on the host surroundings. 3.1.1 Showcasing the environment Running the event is an effective approach to showcase the distinctive features of the host environment. Hall (1989) points out that selling the image of a hallmark event includes marking the intrinsic properties of the destination. Taking the opportunity of holding Flora Exposition, Taipei government devoted to renovating the majority of aging buildings in the host area such as Taipei Fine Arts Park, Children’s Leisure Centre, Zhongshan Soccer Stadium and Lin-An-Tai Historic Houses, and converting them into the new look with green concepts. Taipei authority successfully showcased their achievements in the construction of urban afforestation, the refurbishment of local amenities as well as in the areas of sightseeing. According to the official statistics, it is estimated that 2010 Taipei International Expo in total appealed to 8,963,666 attendants during the 171-day exposition. 3.1.2 Providing models for best practice By the event Taipei delivered its outstanding accomplishments in the industry of horticulture and eco-technology and in the implementation of urban greening. Many records created by this festival made visitors from all over the world proud. Dr. Doek Faber, the president of the International Association of Horticultural Producers (AIPH), publicly admired Taipei Flora Expo as the most interesting, innovative and creative one in the past five decades and added that this event has founded a new flora expo criterion and set an excellent practice for the coming 10 years. 2010 Taipei Flora Expo was considered as the great models of sustainable development and urban afforestation for other cities to follow. After the successful bidding, Taipei started a series of environmental protection work and made ‘urban greening’ into reality. 2010 Taipei Flora Expo also became a catalyst in boosting the environmental sustainable development of Taiwan. Other noticeable achievements which can be regarded as positive models for practice include: (Flora Expo Revisited 2010) * Each material of event was made in Taiwan * This festival attracted extra international attention to Taiwan’s garden industry * This festival offered many chances for Taiwan’s local cultural and creative industries to display their outstanding works * This festival help people realise the importance of the natural environment * This festival was the first mega event conducted by Taiwan * This festival got a good reputation at home and abroad * This festival was an eye-opener regarding urban aesthetics 3.1.3 Increasing environmental awareness 2010 Taipei Flora Expo was highlighted to the importance of environmental protection, so the festival organizers made great efforts to conserve the natural community and they also believed that they have an obligation to increase consumer awareness of environmental issues. The event organizers specially produced a series of 3D record films related to the latest environmental issues that were played in EXPO Theatre and hoped that through watching these movies participants can seriously face up to the environmental problems and can take actual action to protect our surroundings. In addition, there was a new-fashion eco-friendly architecture that was assembled from 1.5 million plastic bottles (instead of bricks) to put an emphasis on the idea of recycling and sustainable environmental development. Figure.2 Eco ark (ç ¶  Ã¨â€° ²Ã¥ · ¥Ã¥ »  , 2010) 3.1.4 Infrastructure legacy Regarding heritage preservation issues, the event managers integrated all legacies which are located in the host venues into the plan and then soon started undertaking the renovation. Taipei Story House and Lin-An-Tai Historic House are rebuilt to leisure places with the combination of cultural heritages and unique-style restaurants. This event not only well preserves local ancient legacies but also successfully broadcasts these historical sites to more visitors. Figure.3 Taipei Story House Figure.4 Lin-An-Tai Historical House 3.1.5 Urban transportation and renewal Unlike the majority of previous Flora Expo, 2010 Taipei Flora Expo was staged in the centre area. Therefore, transportation may be taken into the essential consideration. In order to provide tourists with convenient transport network, Taipei government improved the construction of public transportation, including rerouting bus system, enhancing pedestrian system as well as increasing bike lanes. During the festival, visitors can enjoy free shuttle buses around four event venues, use adjacent public fee-paying parking lot and take the MRT to other places. 3.2 Negative impacts Mega events have often attracted criticism for their perceived negative impacts on sensitive locations (Greenpeace, 2004). Adverse environmental effects such as destruction of the host surroundings, noise disturbances, pollution and disruption of legacy caused by large-scale festivals are always the critical themes remained a significant concern. These impacts may become much severe if the festival takes place in an outdoor public area like a square, street or park. Some opposite positive environmental impacts of 2010 Taipei Flora Expo will be integrated as below. 3.2.1 Litter problems A considerable amount of waste produced by festivals is always a persistent problem troubled the local authority. Taipei government had hoped to popularize the idea of environmental protection through the expo, however, it seemed to have no obvious effect. The reason why litter management of this expo failed can be attributed to its environmental policy. Taipei government specifically made strict rules to prohibit littering, but strangely, it didn’t install enough refuse and recycling bins around the host zones, so that festival goers could not find rubbish bins as easily as possible. As a result, it can be seen that garbage was still tossed by the side of host venues. Figure.5è ®Å Ã©â€º »Ã§ ® ±Ã¤ ¸Å Ã§Å¡â€žÃ¥Å¾Æ'Ã¥Å" ¾ Ã¥ â€°Ã¥ ¤ §Ã¦â€"‡æ˜Žçš„野è   »Ã¥ ±â€¢Ã§ ¤ º(é »Æ'Ã¥ ­ «Ã¦ ¬Å ) In terms of litter management, Glastonbury festival is a successful model of waste volume reduction for other events to learn. This festival makes  greater efforts to efficiently clean the rubbish caused by the event on the host community and thoroughly implements its strategies of reducing rubbish. Hence, remarkable reductions have been recorded in the past three years by taking stronger control of the items brought on spot by staff, sponsors and entrepreneurs – and by focusing on their obligation to remove items brought on spot. Moreover, the event managers of Glastonbury festival annually recruit recycling volunteers to collect litters and separate the recyclables (Glastonbury Festival Ltd, 2000). 3.2.2 Air Pollution In an event-related study Là ³rà ¡nt (2009) indicates that air pollution generated by the festival can cause bad impacts on the natural environment, particularly CO2 emissions from the transport exhaust. Due to 2010 Taipei Flora Expo taking place in the downtown, the provision of solid transportation network was the efficient way to manage the crowded visitors. However, CO2 emissions from vehicles, buses and other motors lowered the air quality of Taipei city. table.2 energy consumption for one passenger kilometer (Halmay et al., 2006) From the diagram, it can be obviously seen that walking and cycling consumed the lowest energy use. Although the host organisers highly promoted the advantages of cycling and walking during the event, the practical implementation was still be very challenging. 4. Conclusion After reviewing literatures and books in relation to the environmental impact, it can be proved that physical effects of festivals, no matter positive or negative ones, may have immediate influences on the environment. Before conducting large-scale events, the crucial step toward success is to assess environmental impacts through the analysis of environmental impact assessment. By doing so, the majority of event organizers can forecast and evaluates possible potential impacts of projects on the local environment and then can make the event going on smoothly. In addition, with the heated discussion about environmental sustainability, it seems a global trend that most of event holders currently have been attempting to apply the principle of sustainability into their events and taking measures to do the minimum of  environmental damage. Looking into the future, relevant research and studies of events suggest that environmental conscious events will be more prevalent in the coming two decades. As a result, more and more festivals are expected to place great emphasis on the sustainable development within projects. Mega events play a vital role in cultivating understanding of environmental issues, arousing awareness and generating resources. 2010 Taipei International Flora Expo, the first mega festival held by Taiwan, demonstrated Taiwan’s ambition to encounter the world event industry. How to effectively address negative environmental impacts of the expo and how to keep the positive consequences continuing developing are the primary task for Taipei government to review. 2010 Taipei Flora Expo can be regard as the preparation for the next mega event – 2017 Universiade. 4. Reference Andrea, C., Calvin, J., Max, M., 2008. Assessing the environmental impacts of mega sporting events: Two options. Tourism Management, 30(6). Available from:http://ejournals.ebsco.com/Direct.asp?AccessToken=9II51IQ8XRDJE4M5DD1KRMQJ1PEQ8XQM51Show=ObjectErrorURL=http%3A%2F%2Flinksource%2Eebsco%2Ecom%2Ferror%2Easpx [Accessed 25 October 2012] Benders, R. M. J., Moll, H. C., Nijdam, D. S., 2012. From energy to environmental analysis: improving the resolution of the environmental impact of Dutch private consumption with hybrid analysis. Journal of Industrial Ecology. Available from: http://ejournals.ebsco.com/Direct.asp?AccessToken=544W64JTRR9WYUS99S6SN4QVSQVYTRJFW6Show=ObjectErrorURL=http%3A%2F%2Flinksource%2Eebsco%2Ecom%2Ferror%2Easpx [Accessed 25October 2012] Brain J, M., Marlene, F., 1994. A CASE STUDY OF A TOURISM SPECIAL EVENT: AN ANALYSIS OF AN AMERICAN STATE FAIR. Festival Management Event Tourism, 2 (2), p.75-83 David, L.,2009. Events and Tourism: An Environmental Approach Impact A ssessment. Journal of Tourism Challenges Trends, Vol. 2 Issue 2, p101-113. Chris, R., Alan, S., Sharon, M and Don, G., 1998. NEW ZEALAND EVENTS: A TEMPORAL AND REGIONAL ANALYSIS. Festival Management Event Tourism, 5 (1/2), p.71-83 Evans, W.A., 1994. Approaches to intelligent information retrieval. Information processing and management, 7 (2), 147-168. Gemma, G., Peter, R., 2009. A Critical Comparative Study of Visitor Motivations For Attending Music Festival: A Case Study of Glastonbury and V Festival. Event Management , 13

Uk Chocolate Market Analysis Marketing Plan Marketing Essay

Uk Chocolate Market Analysis Marketing Plan Marketing Essay UK chocolate market is considered the 2nd largest market amongst the EU after Germany, with an average consumption between 4kg to 10kg per head. Not only UK is among greatest chocolate consumers in EU but also holds highest share on sales of confectionery market since 2003. Average annual growth rates in last few years in chocolate market show an increasing trend in volume sales reaching  £4.83bn, and expected to reach up to 684,000 tons till end of 2010, growing at rate of 2.4%. The changing consumer purchase patterns towards how products are produced in terms of their impact on environment and health are considered factors on which future market growth of chocolate will be depending on. For this reason the confectionery and chocolate market has started struggling due to the lobby created by healthy eating, health conscious community. The organic chocolate market is thus becoming the recent trend for consumers because of the increasing awareness of the economic and environmental concerns surrounding cocoa production. These changes are well monitored by market players whose response towards these changes is evident from entering of organic companies into chocolate market and big conventional manufacturers investments in the processing of organic chocolates. Yet, although organic chocolate markets expected to grow at exceptional growth rates, the sector is still niche market when compared to the conventional and possess very little share in the total chocolate market. Moreover, with the squeeze on disposable incomes, an increased focus on price, the buy one get one free offers have been replaced with special price, multibuy and round-pound type deals. Continuous innovations in rival sectors such as biscuits and cakes etc are offering tough challenges for chocolate market. The outlook for the market still remains positive, but chocolate brands need strong effort in terms of providing customers with high value and healthy products. The major players of Chocolate in UK market fighting neck to neck in the battle of market share are Cadbury Kraft, combined market share of around 40%, after Cadburys takeover by Kraft. Mars, market share of 15% and turnover of more than 9.6 billion pounds Nestle Kitkat, market share of 20.4% Green Blacks, market share of around 5 % in conventional and more than 90% share in organic chocolate market For the information regarding the current trends in UK chocolate market , it is evident that the focus of communities are now towards healthy eating for which they now are conscious as of what ingredients are their products made up of. Thus if a company desires to enter chocolate market in such demanding trends where customers have full range of variety to choose from the safest path to choose will be organic chocolate market. This would be safer in that sense that as trends of people are shifting from only fun and enjoyment food towards healthy safe food, soon it is expected that the conventional market leaders will also be converting existing brands to organic and natural ingredients used products. Market Segmentation, Targeting and Positioning For this section statistic data about consumer attitude towards chocolate in UK by age, sex, social grade etc is required. This data is available in Keynote market research report to which there is no access from here. However , I have tried my best to broadly describe the target segment but still as per requirement of the instructor, detailed data figures are required. The organic chocolate market is considered amongst those popular opportunities which have been derived by changing consumer trends and liking towards healthier and environmentally safer food items, specifically the focus on use of healthier and environmentally safer ingredients. Consumers driving growth According to a market research demand for organic food items including organic chocolate is spread across the social spectrum, including workers, pensioners, students and people on benefits, and accounts for almost 33% of their total spending. For the purpose of our organic chocolate segment a significant portion of worker and student class will be our main target market segment. Descriptive Data For Organic chocolate market segment, as a new entrant our target market would include working class and students. The total population of UK is divided into following age group segments: For our organic chocolate segment, we would target population ranging from year 10 to 44. This would account for almost 48% of the total population of UK , obviously the whole 48% will not be part of our target market as organic chocolate is a niche of conventional chocolate market, our working and student class will be covered in these age group description. So as an estimate organic chocolate demand can be expected from 40% of the 48% target population. Socio-demographic Description The segment aimed as target segment will be people living in North West of England. This is so as we are initially introducing our product in test market covering NW of England only. Target customers will be in age group of year 10 to approximately 44. Children below 10 are essentially not part of our target segment because it requires awareness to choose healthy food items for which reason children above year 10 are selected. The age limit selected till 44 is for the reason that above this age group most people are suffering from heart and diabetic deceases thus for them at a later stage diet or low sugar items shall be introduced. Target segment will be constituting of students and working class. Psychographic/behavioral Description Our chosen segment is people with health conscious attitudes and preference towards safe and healthy food. This segment has awareness about environmental issues also and thus do not have wild fun loving lifestyle but a graceful lifestyle with healthy and enjoyable eating patterns. Positioning The current segmentation in UK chocolate market described in view of a perceptual map is shown below: Thus we will be positioning our product in high quality depicting its healthy making nut that much high price. It will be positioned similar to milk tray shown above in figure but bit higher in quality. Product Specification and Branding Strategy There are already few very popular organic chocolate brands in UK including Green and Blacks which holds a very significant share in organic chocolate market. Thus the introduction of our organic chocolate brand needs some cutting edge or competitive advantage over others. We will introduce this difference with providing our organic chocolate lovers a variety of combinations and natural healthy flavors in our chocolate products. First of all, our brand choco naturals will be classified in three ranges targeting three set of places with different usage style. Organic chocolate bars After dinner mints items Organic chocolate gift boxes The basic composition and ingredients of all three variety of our brand will be almost same, i.e. Dark Chocolate dark bitter chocolate made from 70% organic cocoa solids, brown cane sugar, vanilla and soya lecithin Semisweet Chocolate- organic sugar, organic chocolate, organic cocoa butter, organic flavors, milk fat and soya lecithin White Chocolate- no cocoa solids, but organic cocoa butter, sugar, vanilla and milk On this basic organic composition of our brand the cutting edge would be its natural and healthy flavoring and combo mixing of white and dark chocolates. The conventional choco bars available in market have introduced all kind of variety including nuts, wafers, biscuits etc, but as our brand is providing its customers with chocolate that is good for health also we will enhance their flavor and appetite by mixing fruit chunks in our brands and good cholesterol nuts i.e. almonds and walnuts. Moreover providing combo mixing of dark and white chocolate will deliver chocolate lovers taste of two in one and with added advantage of health benefits of dark chocolate. Our products will be offered in following sizes and weights Organic chocolate bars Initially as we are introducing our brand in test market we will only supply bars in 2 sizes i.e. 50g bar and 100g bar After dinner mint items These will be offered in round balls 100 g each to popular hotels and restaurants to serve their customers as after dinner items and will be provided with fruit chunks and combo variety explained above Organic chocolate gift items For our test market this will also be provided in two sizes i.e. 1 lb and 1  ½ lb box packing As the specialty of this brand of chocolate lies in it being healthier, close to nature and for those who have high concern for health and environment , we will have high focus of packaging choco naturals_ chocolates in an environmentally friendly rappers which are biodegradable packaging and have zero waste components. Our three line of products will be properly labeled describing components and all details regarding calories, fats etc. As the brand has high insistence on being organic, the design of packaging of chocolates will show the making of chocolate from most natural and organic ingredients through its color and style creating a warm connection with those who love being close to nature, adding value for them. Developing Brand Personality As an introductory brand it is one of the most important responsibilities of us to define our brand and portraying its strengths which meet all standards set by the market. These include the consistency in taste and quality delivered etc. When developing brand identity consistent delivery of the value must match promises made to target customers. The logo, mark, theme line, and look and feel as part of choco naturals identity will create a recognition in the minds of our target customers and will make them remember choco naturals. As choco naturals_ chocolates are made from fully organic ingredients with an added combination of natural fruit chunks that enhance the product benefits, the logo will depict such closeness to nature, health and taste. Similarly the mark and theme line will deliver same identity of the product. Creating brand identity begins with having a clear idea of target customers. When a customer decides which brand they prefer to buy they have many considerations in mind including its price , quality, benefits but the final thing which eventually wins is the brands identity created in the mind of the customer. This if carefully developed, as in our case that choco naturals chocolates reflects the attributes and preferences of its target customers will make choco naturals chocolate win over other conventional brands. choco naturals chocolates will be developed as a sophisticated brand which is aimed as providing taste with health. Pricing Strategy and Price Strategy to opt: Of the many pricing strategies, for choco naturals chocolates, four strategies are of value. These are Competition based pricing Market oriented pricing Premium pricing Psychological pricing We will chose a combination of market oriented and psychological pricing. Premium pricing could also be opted but as our target market also includes students and worker class, it might create a luxury brand image which might effect the closeness we want our brand to develop with target customers. Similarly competition based pricing method would have also been a very safe strategy but for having an added value, we choose market oriented pricing which is based on analysis and research of target customers and on those prices if the effect of psychological pricing is also added it is expected to create more value for our products. Pricing objectives: Purpose of choosing this combination of pricing strategy is to provide such a price to the customers which is not too high to loose connection from target customers and not too low that can portray the brand as a low standard brand. The objective is to set such a price that can portray our target customers the essence of the organic image our brand portrays i.e. natural. In terms of sales, this strategy for pricing is expected to create a healthy market share in organic chocolate market at a good pace and constant increase in level of sales and profit. The positioning of this brand will also support this pricing strategy. Recommended Price: Organic Chocolate Bar 100g  £2.95 50g  £ 1.95 After dinner mints Pack of 4 round balls 100g each for  £6.95 Organic chocolate Gift boxes ( combo mix of dark white and multi flavored fruit chunks) 1 lb  £19.95 1  ½ lb  £ 29.95 Retail Distribution Strategy As we are introducing 3 categories in organic chocolate brand, the distribution will to 3 different type of outlets. These are: Organic Chocolate bars Large super stores and coffee and tea cafes After dinner mints Three to five star Hotels Organic Chocolate gift boxes Large super stores As initially we are introducing our brand in test market, choco naturals chocolate will be available in stores, cafes and hotels in north west of England mainly. The super stores which will sale our products include Sainburys super market Ltd, having 5 outlets in NEW Tesco, having 9 outlets in NWE Woo Sand super market, having 1 outlet in NWE ASDA Stores Ltd, having 6 stores in NWE WM Morrison supermarkets, having 6 stores in NWE The selective Hotels in which we would initially supply our after dinner mints will be some three to five star hotels with good reputations so that association of our brand with such names can deliver positive impression of our brand to the segment of our target market visiting those hotels. These include: Holiday Inn Hard Days Night Hotel Beech Mount Hotel Feathers Hotel Trout Beck Inn Hotel Park House Hotel We will be opting selective distribution strategy to make our products available to our target market. The product will not be massively available as we initially want to access response from test market and moreover the sophistication of our product might get distracted if it gets available in each and every store. Thus at start selective supermarkets, hotels and cafes will offer our products to customers so that the brand may create its image with the help of the image of the places these are available at. Our products will not be available at web based distribution sources as it initially requires to develop a status in local market and then be available at global level. Integrated Marketing Communications Strategy The integrated marketing strategy we have planned for our product is hitting the market segment in North West in selective ways. We are not going for the guerilla marketing tactics because its high quality product and market is not very wide. We have to introduce the product and usually the products in the early stages of their Product life cycle need careful tactics for marketing and advertising because profit margins are lower therefore selective media should be used instead of using the short gun approach. The main objective behind our campaign is to introduce our product and its benefits along with creating brand identity. We will focus our attention in the initial phase of the campaign to create awareness about our product in the native market (North West of England). In this phase we will tell our customers about the value we will deliver. In the second phase of our campaign we will emphasize on promotion and advertisement of our brand. First phase would help us to identify again the interested segment so in the second phase we will scrutinize and promote to our potential valuable customers. For promoting our brand we are not using all the tools of integrated marketing communication strategy which are advertising, sales promotions, direct marketing, website and public relations). We are going to use only advertising, direct marketing and we will create our website as well. For advertising we will select the print and electronic media for print media we will only advertise in best selling food journals and news-letters of Northwest. For electronic media we make a 45sec. advertisement. We will use celebrity endorsement in our advertisement. The celebrity we will use would be environmentalist and heads of NGOs promoting nature friendly products. We will air our ads on food based local channels for the middle aged women and men and music and music based and entertainment channels for youngsters slots would be prime time. We would go for cooperative advertisement. We will not go for sales promotions because its a high quality product and sales promotions would give a negative impact. For direct selling we will hire a team which would convince the customers. Our customers for after dinner mints would be owners of famous cafes and restaurants. In initial days we will use mall intercepts in large super stores and departmental stores offering organic products. Public relations is mostly done for service sector so it wont make any significant impact here but in later stages when there would be larger sales volume then we will introduce PR for our premium customers. In later stages we will also conduct seminars for creating awareness of organic food but in initial phase profit margins are too low. We would create a website for promotion but not for sale because customers are very conscious in trying a new product and for a product like chocolate it wont work at all. In maturation phase when customer response would be good we may go for online dealing. So in our IMC our focus in print media would be on chocolate bars, in electronic media it would be more on gift items. And in direct selling we would promote after dinner mints and gift items but the whole campaign would promote the brand.

Use of Symbolism In Ralph Ellisons Invisible Man Essay -- Ralph Ellis

Ralph Ellison uses several symbols to emphasize the narrator’s attempt to escape from stereotypes and his theme of racial inequalities in his novel, Invisible Man. In particular, the symbolism of the cast-iron is one that haunts the narrator throughout the book. Ellison’s character discovers a small, cast-iron bank that implies the derogatory stereotypes of a black man in society at the time. From its â€Å"wide-mouthed, red-lipped, and very black† features, to its suggestion of a black man entertaining for trivial rewards, this ignites anger in Ellison’s narrator. The cast-iron bank represents the continuous struggle with the power of stereotypes, which is a significant theme throughout the novel.1 The bank plays a significant role in the book by aiding to the author’s message of stereotypes, the narrator’s search for an individual identity, and his languished desire for equality. The narrator is constantly attempting to escape the racial profiling by everyone around him. The failure of this attempt is apparent by the inability to get rid of the broken pieces of the bank, which represents the inability to escape from the stereotypes he is affiliated with. The narrator repeatedly alludes to the fact that he is generalized because of his black heritage and therefore, invisible to society. This is especially clear when he finds the cast-iron bank. The bank is in the shape of a black slave with stereotyped features. The fact that it was a slave with a generous grin, eating coins, was demeaning. It frustrated the narrator that this was a comedic object, plainly made for the entertainment of white society at the expense of the black people. The fact that the bank is â€Å"a very black, red-lipped and wide mouthed negro† (Ralph Ellison, 319), ... ... the book, and when he is living in Harlem. Even though he has escaped the immediate and blatant prejudice that overwhelms Southern society, he constantly faces subtle reminders of the prejudice that still exists in society at this time. Even if they are not as extreme as the coin-eating bank. A major reason the Invisible man remains invisible to society is because he is unable to escape this bigotry that exists even where it is not supposed to. In this novel, Ralph Ellison uses the symbol of the cast iron bank to emphasize his feelings of sadness and frustration over the long standing bigotry that black Americans face. By having it appear at the end of the novel when he is in Harlem, where there should be less prejudice, and by his not being able to get rid of the pieces, he is stating that there is still a long process in America to erase stereotypes and bigotry.

The Pursuit :: Personal Narrative Science Movies Papers

The Pursuit There are many things that I hate about science. I hate it because I do not always understand it. I hate it because I always get bad grades in it. I hate it because it is so complex and there are so many technical terms associated with it. There are however, some good points. I only like science when I can understand it, and that is only in a way in which it seems common sense to me. For example, in Emily Martin's article, The Body at War: Media Views of the Immune System, she wrote about the immune system in a way that I could understand it, and that was by using images of war and of the police. I also like all the mysterious stuff that is associated with science. It is quite intriguing to me to think about all the wonders that are left to be explored. In addition, being a science fiction and Japanese animation freak, I like all the crazy things that both portray. In both Japanese anime and science fiction shows or movies, there is no limit to what science can do. They show us thing s that are perhaps possible or impossible when we take a look at it through scientists' eyes. That is why I cannot help to think about the question, should the pursuit of scientific knowledge be boundless? In the movie, the Emperor Strikes Back, we saw Luke Skywalker in a healing tank after being defeated by this wooly monster in an ice cave. This water in the healing tank acted like an antiseptic, and healed his whole body while giving him all the fluids he needed without an IV. As far as I know, there is no technology like that anywhere, and if there were, I would sure like to know where it is. So then as I watch my Star Wars, The Terminator, Matrix, Dragon Ball Z, and other science fiction or anime shows, I begin to ask myself many questions about the possibility of making androids or traveling faster than the speed of light or other imaginable things. Then of course, after all my excitement dies down at the end of the show, I begin to wonder whether scientists out there are trying to find scientific answers to the things we see in these types of shows because it seems as though there is no limit to this exploring.

Hegel and the Relation of Master and Servant Essay -- essays research

Relation of Master and Servant According to Hegel, â€Å"the self conscious is itself and for itself† meaning that it has to come outside of itself, so that it can do two things. One is to cancel out the other otherness. The second is to try to become recognized. This recognition process is called Master and Servant self-conscious. The conflict between master and servant is one in which the historical themes such as dependence and independence are introduced. It sets up the realization of the self conscious through the recognition of and by another, through mutual recognition. The relation between the self and the otherness is necessary to define human awareness and more importantly desire. This desire is part of the primordial human experience. The problem is that, the consciousness respond...

Perception of a Tragic Hero: “Hamlet” Essay

Perceptions and understanding of Shakespearean language evolve as time passes. It is reasonable to believe that Laertes is more of a tragic hero than Hamlet. In order for this to be seen effectively, a comparison must be made between Laertes and Hamlet. In the play Hamlet, Laertes is a character who grabs the audience’s attention. His devotion to succeed, despite disadvantages is both motivational and tragic situations, is inspirational to some extent. His portrayal as the antagonist is very effective in conveying the message that, the easy way may not always be the right path to pursue. In the end, people are accountable for their own actions. To Laertes, the urge to avenge a loved ones death was worth taking, and is understandable in all cultures. One must remember that Laertes is not only after revenge, but also after loyalty to avenge. If Laertes were to take revenge on Hamlet, this would show only that he is interested in satisfying his own needs. However, by performing t hese acts in the name of loyalty, Laertes is ensuring that his father Polonius does not die in vain. Laertes can be thought of as more of a tragic hero than Hamlet due to greater loss in his fall, the fact that he is optimistic, his nobility and him showing a tragic flaw. A tragic hero must show a considerable loss in their fall. Hamlet went through many hardships. He lost everyone close to him, but sustained his legacy. This differs from Laertes who simply died. Unlike Hamlet, who was carried out â€Å"like a soldier, to the stage; For he was likely, had he been put on, To have proved most royally,† (V, II, 390-392). Laertes was forgotten. There was no one to remember his legacy, and because of this, Laertes has more to loose in his fall than Hamlet. Hamlet on the other hand, shows little optimism, although this is crucial characteristic of a tragic hero. The audience understands the mourning of a loved one, but the time must come when people move on. In Hamlets case, the time of mourning must have past since he is the only one that continues this. Gertrude, his mother questions this behaviour. She does so by saying, â€Å"cast thy nighted colour off, And let thine eye look like a friend on Denmark. Do not for ever with thy veiled lids Seek for thy noble father in the dust: Thou know’st ’tis common; all that lives must die, Passing through  nature to eternity,† (I, II, 68-73). On the other hand, Laertes, despite loosing his father by the hands of his friend Hamlet, still shows optimism. He had every reason to mourn, and would have the added feeling of betrayal, but even so, he is not as distraught as Hamlet. This goes to show that his optimism in justice will be served makes him a greater tragic hero than H amlet. However, another characteristic possessed by Laertes is that he is noble. He wins the admiration of the audience because of his bravery and non-hesitant behaviour. Not only does the audience admire this man, so do the characters of this play. We see that men follow Laertes to offer assistance where needed, â€Å"save yourself, my lord: The ocean, overpeering of his list, Eats not the flats with more impetuous haste Than young Laertes, in a riotous head,† (IV, V, 96-99). The devotion he has towards his cause can be shown with his self-sacrificial statement, â€Å"and like the kind life-rendering pelican, Repast them with my blood,† (IV, V, 143-144). Perhaps, the flaw that leads to Laertes’ detriment is that he is easily manipulated. Claudius, who is Hamlet’s uncle, uses Laertes for his own revenge on Hamlet. This begs the question if the first two blows encountered within the fencing match were intentional. Because of the death of his beloved sister, and the fact that his father was murdered, Laertes may have felt he no longer had anything to live for. His friend Hamlet can be linked to both deaths. Only towards the end is Hamlet able to rationalize his actions by saying, â€Å"this presence knows, And you must needs have heard, how I am punish’d with sore distraction. What I have done, that might your nature, honour and exception roughly awake, I here proclaim was madness.† (V, II, 217-223). Another factor which would lead the audience to believe Laertes intentionally let Hamlet hit him, was that Hamlet was not confident in his own fencing skills. In this statement, Hamlet is quoted saying â€Å"I will win for him an I can; if not, I will gain nothing but my shame and the odd hits,† (V, II, 171-173). This gives circumstantial evidence that Laertes was better at the sport, and therefore let Hamlet hit him the first two times on purpose. This would go with the plan set by Claudius; the first hit, he would drink to Hamlets health and then put a poisonous gem in the  wine. The second hit, Hamlet would drink the poison. Because of this manipulation, and not seizing the appropriate opportunity, Laertes was killed by Hamlet. The flaws shown in Hamlet are that he is procrastinates and that he is indirect. Hamlet shows his procrastination with the delayed killing of Claudius. An example of when Hamlet was indirect is with his feelings towards Ophelia, Laertes sister. It is clear to see what is going through her mind, when making reference to Hamlet with this song she sings while presumed insane, â€Å"by Gis and by Saint Charity, Alack, and fie for shame! Young men will do’t, if they come to’t; By cock, they are to blame. Quoth she, before you tumbled me, You promised me to wed. So would I ha’ done, by yonder sun, An thou hadst not come to my bed,† (IV, V, 57-62). The irony in this is that Laertes warned Ophelia earlier to be cautious of Hamlet by saying:Perhaps he loves you now, And now no soil nor cautel doth besmirch The virtue of his will: but you must fear, His greatness weigh’d, his will is not his own; For he himself is subject to his birth†¦ Then if he says he loves you, It fits your wisdom so far to believe it As he in his particular act and place May give his saying deed; which is no further Than the main voice of Denmark goes withal. Then weigh what loss your honor may sustain, If with too credent ear you list his songs, Or lose your heart, or your chaste treasure open To his unmaster’d importunity. Fear it, Ophelia, fear it, my dear sister, And keep you in the rear of your affection, Out of the shot and danger of desire (I, III, 14-35). In this statement, Laertes is warning Ophelia about Hamlet, he is telling her to watch out because of Hamlets status. He claims that Hamlet will never truly love her. Common characteristics of both Laertes and Hamlet are that they are obligated to commit murder. What is unique about this situation is that they both are compelled for the same reason, the murder of their father. Depending on the perspective of the audience, one of these two men can be looked at as a tragic hero. They both demonstrate the characteristics needed to be a tragic hero, but what separates Laertes from Hamlet is that he was optimistic from  the beginning and shows more ambition. He ventured into a journey in which he knew that he would never be successful. This did not stop him from attempting to achieve his objective. Laertes made it clear to Claudius that he would do anything in order to reach where he was going, he says:To hell, allegiance! vows, to the blackest devil! Conscience and grace, to the profoundest pit! I dare damnation. To this point I stand, That both the worlds I give to negligence, Let come what comes; only I’ll be revenged Most thoroughly for my father. (IV, V, 129-134). Hamlet on the other hand is contradictory to himself. In one scene, he talks about how he does not want to commit suicide because it is a sin, this is shown by saying, â€Å"to be, or not to be: that is the question: Whether ’tis nobler in the mind to suffer The slings and arrows of outrageous fortune, Or to take arms against a sea of troubles, And by opposing end them? To die: to sleep; No more,† (III, I, 57-62). Yet in another scene he comes up with a scheme to get Rosencrantz and Guildenstern killed, and plots the same as Claudius. What divides our society on a literary level is the understanding of meanings and perspective on which we see them in. Because of our culture, the audience has the ability to analyze in a way impossible in Shakespearian time. It is understandable now that Laertes is an inspirational character that was destined on a path of failure. Despite all obstacles, he accomplished his task, which represents the ambition and virtue within all people. This inspiring struggle symbolizes similar hardships known to many. Due to this, Laertes can signify the life of a realistic character. He meets the criteria of a tragic hero and represents the eternal struggle. Laertes looses more in his fall, he showed optimism and nobility, while demonstrating a tragic flaw, and by understanding the information given above, one may conclude that the memory of Laertes will no longer be forgotten.

Nupath Foods Inc Essay

James Ornath read the latest sales figures with a great deal of satisfaction. The vice president of marketing at Nupath Foods, Inc., was pleased to see that the marketing campaign to improve sagging sales of Prowess cat food was working. Sales volume of the product had increased 20 percent in the past quarter compared with the previous year and market share was up. The improved sales of Prowess could be credited to Denise Washington, the brand manager responsible for cat foods at Nupath. Washington had joined Nupath less than two years ago as an assistant brand manager after leaving a similar job at a consumer products firm. She was one of the few women in marketing management at Nupath and had a promising career with the company. Ornath was pleased with Washington’s work and tried to let her know this in the annual performance reviews. He now had an excellent opportunity to reward her by offering the recently vacated position of market research coordinator. Although technically only a lateral research was not the route to top management in most organizations, Washington thought. She had been sidelined. After a long silence, Washington managed a weak â€Å"Than you Mr. Ornath.† She was too bewildered to protest. She wanted to collect her thoughts and reflect on what she had done wrong. Also, she did not know her boss well enough to be openly critical. Ornath recognized Washington’s surprise, which he naturally assumed was her positive response to hearing of this wonderful career opportunity. He, too, had been delighted several years earlier about his temporary transfer to marketing research to round out his marketing experience. â€Å"this move will be good for both you and Nupath,† said Ornath as he escorted Washington from his office. Washington had several tasks to complete that afternoon but was able to consider the day’s events that evening. She was one of the top women in brand management at Nupath and feared that she was being sidelined because the company didn’t want women in top management. Her previous employer had made it quite transfer with a modest salary increase, the marketing research coordinator job would give Washington broader experience in some high-profile work, which would enhance her career with Nupath. Few people were aware that Ornath’s own career had been boosted by working as marketing research coordinator at Nupath several years before. Denise Washington had also seen the latest sales figures on Prowess cat food and was expecting Ornath’s call to meet with her that morning. Oranth began the conversation by briefly mentioning the favorable sales figures, and then explained that he wanted Washington to take the marketing research coordinator job. Washington was shocked by the news. She enjoyed brand management and particularly the challenge involved with controlling a product that directly affected the company’s profitability. Marketing research coordinator was a technical support position—a â€Å"backroom† job—far removed from the company’s bottom-line activities. Marketing clear that women â€Å"couldn’t take the heat† in marketing management and tended to place women in technical support position after a brief term in lower brand management jobs. Obviously, Nupath was following the same game plan. Ornath’s comments that the coordinator job would be good for her was just a nice way of saying that Washington couldn’t go any further in brand management at Nupath. Washington was now faced with the difficult decision of confronting Ornath and trying to change Nupath’s sexist practices or submitting her resignation. Discussion Question : 1. What symptom(s) exist in this case to suggest that something has gone wrong? 2. Diagnose the underlying problems that have led to these symptoms. 3. What actions should the organization take to correct these problems?