Coffee mate study case Essay

Coffee Mate is made up of dried glucose and vegetable fat and it is considered as non-dairy although it contains milk derivatives. Some of them are liquid, others are reduced-fat and others are sugar free. There are also seasonal products that will keep you warm during the season, flavors only available from September through December. The brand is composed by 33 different products each of them aimed at different consumers depending on their preferences, this is explained with what is called Product Line Filling: a product can be offered with different characteristics, it first creates a product (in the case of Coffee Mate, its first product, the Coffee Mate The Original, was the starting point). Then, the company adds more features to that product, and that way it can be more differentiated from its competitors’ products. There are several reasons why a company might want to add more items to the present range of the line. It may want to increase profits, use the excess capacity it has, satisfying new consumers and that way, to increase the number of buyers†¦ Consumers are increasingly getting concerned about what they are eating and what companies offer them. The trend over the past few years is consuming products made up of natural ingredients. That is why Coffee Mate has created Natural Bliss, which is made up with only four simple ingredients: milk, cream, sugar and natural flavor. When a company increases the number of products in the brand, sometimes it can find itself in a situation of cannibalization (it happens if one part of a company grows by taking sales from another). Actual consumers can change from a variety to the new one so there is no benefit taken from new consumers. The company must focus on potential consumers, try to answer to the question, why some people do not buy our product? And create a new flavor that can attract new buyers. However when Coffee Mate  Lite was introduced, the volume of cannibalization was minimal. The brand experienced a growth of 10% during the first 3 years of the Lite version appearance. Another key point to add customer value to the product is throughout the design, the pack, the wrap of the product. At first, the package of the product had only one mission, to hold and protect the product inside, but nowadays packaging has become an important tool in marketing. Coffee Mate has different formats: 170 g, 311 g, 450 g, 750g, or 1.4kg. All the flavors can be found in both powder or liquid. Negatives about dried milk (powder) are that it may be bought only for emergency when consumers run out of milk and is considered to be inconvenient to prepare. On the other side, coffee creamers have a better image across non-users as they see it as almost a treat and make coffee taste so much better. SWOT ANALYSIS In order to make a good marketing analysis of the company, we have performed an analysis of advantages and limitations, selected a targeting strategy, performed segmentation and positioning, and analyzed the convenience of the proposed ad. +STRENGTHS: Consumers claim that Coffee Mate gives better taste to coffee Coffee Mate is said to relax and comfort consumers, it gives a good perception of the product. Coffee Mate belongs to Nestle, which is well-known and prestigious brand -WEAKNESSES: Sometimes seen as an emergency option It contains added sugar in it in some of its versions, which is seen as a bad habit for those who care about health +OPPORTUNITIES Lite version (has increased sales lately) -THREATS: Sales of creamers and dried milk are directly proportional to coffee sales, so in these times the reduction on coffee consumption may result on lower sales. It is considered to be an artificial product, and this goes against the increasing concern for natural and healthy food and drinks TARGETING, SEGMENTATION and POSITIONING To optimize marketing budget is key to target the market segments that better fit Coffee Mate’s strengths. The company must decide which and how many segments it will target. Market targeting can be taken at different levels: very broadly (mass marketing), very narrowly (micro marketing) or somewhere in between (differentiated or concentrated marketing). We have decided that Coffee Mate should be aimed at multiple segments and use concentrated marketing. Mass marketing: market strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. In this case this strategy will not fit with coffee mate fore several reasons: 1. It is difficult to develop a product that will satisfy all segments 2. Coffee Mate will have trouble competing with more product-focused firms Micro marketing: target marketing in which companies tailor their marketing programs to the needs and wants of narrowly defined segments. Given the recently squeezed advertising budget, choosing only one segment will result in less profitability. Concentrated marketing (or niche marketing): market strategy in which a firm goes after a large share of few submarkets. By doing this Coffee Mate could achieve a stronger market position that its actual 55% market share. It can market more effectively targeting each product toward those consumers’ segments that it can serve best. Having decided that Coffee Mate products should be aimed at multiple segments we need now to evaluate the attractiveness of each segment and their fit to Coffee Mate ´s strengths. TGI Users Surveys covering coffee and creamer’s markets came up with five potential groups of consumers for Coffee Mate: 1. Experimentalists (15.4%): Like to try new things Enjoy spending money Heavy users of instant coffee Below-average users of creamers BUT average users of Coffee Mate. 15-44 years Middle income Heavy users of media Keep up with the fashion, are stylish and will try anything new. Socialize often and holiday abroad Like to treat themselves Not really using Coffee Mate, as one would have expected. 2. Cost constrained, older, conservative (23.6%): Budget when shopping, price aware, look for lowest prices Very traditional Worry about food Light users of instant coffee Never use cream Average users of dried milk BUT not really users of Coffee Mate 55+ years Not working or retired Low household income Very conservative, like routine Socialize rarely 3. Affluent, young foodies (24.4%): Light users of media Heavy users of coffee and ground coffee Above-average users of creamers and most often buy Coffee Mate and Marvel Users of cream 35-54 years Above-average income and work full-time High expenditure on groceries store. Enjoy cooking and trying out new food Like socializing Health conscious Can afford to treat themselves 4. Cost constrained, young families (13.9%): Low incomes Not concerned about health or environment Heavy users of instant coffee but do not use ground coffee Below-average users of creamers and never use cream 15-34 years Heavy users of media Low expenditure on grocery store Rarely go out (can’t afford to) 5. Affluent (22.7%): Not price conscious, well off Old (55+) Not health conscious Not media aware The people most likely to be buying Coffee-Mate Do not want to try new things. After evaluating the different segments, we have concluded that the segment most likely to buy our product will be the EXPERIMENTALISTS and AFFLUENT YOUNG FOODIES. EXPERIMENTALISTS fit into Coffee Mate’s strengths (specially for Original Coffee Mate) in various ways: a) Social class (lower) b) Household type (2-3 people with children) Besides this, they are heavy users of media and are likely to consume instant coffee and cream. AFFLUENT YOUNG FOODIES fit into Coffee Mate’s average consumer for Coffee Mate Lite because of several reasons: a) Age segment b) Income level c) Working time The ad clearly pictures affluent young foodies with their After Eights and tea with another couple of the same group. It tries to compare both cream and CoffeeMate while stating that the latter is so much better when Jane runs out of cream and the guests praise her for their second cup of coffe more than the first one. The ad makes two clear statements: The first one, that the consumer always has a backup plan for when milk/cream runs out, since CoffeeMate is easy to store and lasts long enough. After being served the second cup, the guests show their enthusiasm for it because of the taste. This implies that while being a backup plan for cream lovers, it also turns out to be a much better substitute good for cream or even milk. Whether this ad is effective or not depends on the segment that we focus on. The biggest segment, the affluent young foodies -24.4% market share according to the study- can only grow with this ad. Even if they’ve never  tried it before, the ad will make the product appealing to them by insisting on the great flavor and the convenience of it, which is what most of this group looks for. Furthermore, it seems that the experimentalists are affluent young foodie wannabes. They are the same age group, they are really materialistic but they have a much smaller income than the former segment. This is why it looks like the ad could have this group as potential customers. They watch the ad, they want to act like those affluent people and they buy the product so they can reach that status at least in one aspect. They just follow suit in everything that has to do with the rich and hip. This is where we see the biggest increase in share due to their consumerism and pretentiousness. Lastly, we could squeeze another segment that this ad could reach; the affluent. The affluent segment has also got a big market share, although they are older than the two studied groups. CoffeeMate is trying to show in this ad that it is reliable and that it’s always a good backup plan, and older people can be interested in the product since they have people home for meals, and they would not want to run out of anything and not make their guests fully happy. The only downside for this segment is that they don’t usually watch TV or listen to the radio, so the ad would have to be in the newspapers or find a way to sneak into their radar. Alternatively, if the focus on experimentalists is desired we would recommend, instead of making a conventional ad, promoting the product and the brand via Twitter or Facebook. These are such powerful tools for targeting this segment since they are young and they are really influenced by what they see in others that social media could really boost up sales. This could be done by creating a page of Coffee Mate and uploading â€Å"cool† things, making the brand interact with their potential customers. See figure 1. ANNEX FIGURE 1 Coffee Mate is part of a growing number of businesses that use social media  marketing in their efforts to gain exposure†¦but also to build relationships with their customers and get permission to market to them directly†¦as long as they do it in a soft, acceptable fashion. The promotion would need to be shaped so that they would focus on the core benefits that the Coffee-Mate offers. This has to be at least as good as the targeted competitor. They also have to be aware of how the competitor currently markets his product. By knowing how he operates they could either copy and improve the existing one or then completely change and try a more radical approach. If the Coffee-Mate would want to succeed they would need to convince the consumer how he can benefit from our product better in contrast to the competitor. As we have seen before, for example in the ad, Coffee-Mate has a range of benefits which are focused on different necessities of coffee drinkers such as being a great backup plan for when milk/cream runs out, since Coffee-Mate is easy to store and lasts long enough or having a myriad of different flavors which can in many occasions be a better substitute for milk or cream, which are the immediate competitors of Coffee-Mate. When having to advertise (twitter, TV ads, newspaper, etc) the product focusing on the benefits and the competition targeted, the promotion of Coffee-Mate should include (as the ad pictures perfectly) the disadvantages the other competitors have, such as running out of cream or milk more often or being a dull boring flavor and on the other hand state the great range of flavors Coffee-Mate offers coffee lovers which will certainly attract experimentalists as they look forward to try new experiences and insist that it is a great substitute when cream or milk run out, which for affluent young foodies as they are more likely to socialize and serve coffee to their guests, will be a much more suitable and comfortable option. Experimentalists Marketing means persuading, getting people aware of our product by advertisements. A company banks on the idea that a celebrity will drive fans to try a product or service, simply because Celebrity X has it. To persuade our customers (experimentalists), we have chosen for our ad of Coffee Mate Blake Lively drinking a cup of coffee. We have chosen this celebrity to attract the experimentalists due to the fact that is a Hollywood personality known by almost all the young people, we can  considerate her as a fashion icon, she started to get famous with Gossip Girl and nowadays people around 15 to 24 consider her as an prototype, This ad goes directly directed to the experimentalist, as their name suggest, experimentalists are easy targeting as they would like to try out new products. They also have high media awareness and are status conscious and fashionable. Affluent, young foodies Light users of media Heavy users of coffee and ground coffee Above-average users of creamers and most often buy Coffee Mate and Marvel Users of cream 35-54 years Above-average income and work full-time High expenditure on groceries store. Enjoy cooking and trying out new food Like socializing Health conscious, can afford to treat themselves Richard Gere Richard Gere is a well-known actor, even though he is now in his early sixties he is an icon for many men as the prototype of an attractive, handsome man which may enter in the ideal standard of living of anyone, taking into account his films and social apparitions. Many women also know him for the same reasons and may see him as the â€Å"perfect† man. As the target market here are affluent young foodies, whose characteristics are stated above, a middle-high standard of living, the possibility of affording to treat themselves and the age group make it perfect for him to help position Coffee-Mate in this segment, as many of these people would like to copy his lifestyle. Noticing Richard Gere prefers Coffee-Mate might make this group want to drink coffee as he does. Bibliography Coffee Mate Offical website: http://www.coffee-mate.com Non Dairy Creamers Info: http://en.wikipedia.org/wiki/Non-dairy_creamer Coffee Mate twitter: https://twitter.com/Coffee_mate Principles of Marketing, Fifth European Edition

Celestial Seasoning

Celestial Seasonings was found by small countryside family aiming to bring natural herb benefits to the customers in 1969. Celestial’s herbal tea was sold through local stores initially. Celestial Seasonings went through major change when it was bought by Kraft Inc in 1984. Kraft brought Celestial products to new markets before selling it back to the Celestial’s old management in 1988. The selling and re-purchase of Celestial benefit the company to get into national market and exposure to wider consumer range.Throughout the decade of 90’s, company extended its product line as per market demands. As result herbal supplements, medicinal teas, herbal supplement capsules and many other products were added to celestial product range. Company had good growth till end of decade until some of its product start showing the declining trend. There are some problems relating to celestial Seasonings progress which include ethical issues, quality concerns and limited target ma rket.Celestial Seasonings makes its entire product range from natural herbs but still company cannot promise to make people healthy. It’s a product not medicine so it cannot claim for treatment of illness and claiming so raises ethical issue. Quality concern is another problem with the celestial Seasonings products. 71% people consider Celestial Seasonings products safe for health while 29% people have some concerns about safety. They think that being natural doesn’t make it safe. Herb source authenticity also raises questions about quality.Celestial Seasonings offer a wide range of product but major target market is baby boomer ladies with 35 to 54 years of age. Its tea products have high price than other tea competitors. This raises the problem of limited target market. As a solution of ethical problem, company must not make unjustified promises. Product statements can show that these can help living healthier life rather than its impression of a curing product. Qual ity can be assured by club marketing programs and virtual tours. Sustainable sourcing assurance can also help improving customers’ confidence.Club marketing programs can be launched and events can be held on farm and production locations to improve customer perception for product quality. Market development is solution to limited target market issue. New target markets can be explored. Company can go global and enter the markets where tea is a part of tradition like England, India, and Pakistan. Celestial Seasonings has kept its promise to bring natural herb benefits to the customers. Company can overcome current problems and increase its profits with market development, club marketing programs and keeping the ethical concerns.

City environment by non-visual senses

Introduction:It is known to all, the ocular feeling of metropolis environment is intuitively the most direct and powerful centripetal experience for citizens with good sight. It is beyond uncertainties that visual sense plays a dominant function among all the senses. Ocular sense provides more information for people when they situate in a new topographic point, particularly the orientation in infinite. Porteous ( 1996, p. 3 ) one time mentioned, vision is active and intensive: ‘we expression ; odors and sounds come to us. ‘ The prejudice of ocular sense can besides be easy found in the most of the building procedure – Architects nowadays focus more on ocular environment. Although vision is the really of import sense, the urban environment is non merely perceived by eyes. The changing of the information we receive from eyes is merely the really initial measure of the centripetal experience. The developing and underexploited non-visual senses besides contribute vastl y to the profusion of the perceptual experience and knowledge. In this research, the research worker will analyze what roles do non-visual senses play in urban infinites and how/what will people comprehend a topographic point without sight. In peculiar, the research will concentrate on the different maps of each sense and how to the usage them ( e.g. sound, touch, odor, gustatory sensation ) to do a public infinite work successfully and alone. The end of this survey is to polish our current apprehension of feeling a topographic point and to supply an intensive reading of non-visual senses which has been ignored by most of interior decorators and users. From a long-run position, the consequences of this research can besides cast some new visible radiation in making a public infinite which is combined both the ocular and non-visual senses and offers more centripetal experiences to people.Background.Constricted, we understand and interpret the metropolis through the proficient instead than the sensory, yet it is the sensory from which we build experiencing and emotion and through which our personal psychological landscapes are built. These in bend determine how good or severely a topographic point works – even economically, allow entirely socially or culturally – and how it feels to its dwellers and visitants. ( Landry 2006 p40 ) If our apprehension is limited to a ocular apprehension, we merely concentrate on forms. If, nevertheless, we go beyond visual aspects, we start a spacial apprehension, a three dimensional experience. We can come in this infinite, instead than merely see it. The same applies to the design of infinites. We do non make mere visual aspects but infinites that we can utilize for different intents. ( Madanipour 1996 p99 ) As the citations at the beginning of this chapter high spot, citizens are affected intensively by the infinites and topographic points – non merely the organic structure, but besides the heads and senses every bit good. Since the early 1960s, the knowledge of environmental perceptual experience has developed. Along with the increasing surveies being conducted, there now generates a critical organic structure on people ‘s perceptual experience of their urban milieus. The construct of mental ‘maps ‘ and images of metropoliss are the nucleus surveies for sense of topographic point in the field. More significantly, the publication of Kevin Lynch ‘s The Image of the City ( 1960 ) is the important work in the field of urban imagination. Furthermore, harmonizing to the reactions of human sensory system, the four most valuable senses in feeling the environment are vision, hearing, touch and odor. The research and articles around the subject ‘sense of topo graphic point ‘ were so flourished. It is widely considered that most public infinites is a ocular 1, as Fran & A ; ccedil ; ois Molnar ( 1997 ) points out, ‘visual system is sensitive to spacial frequences, of which some seem privileged. ‘ and ‘responds straight to each of a figure of different spacial frequences ‘ ( p.227 ) However, it has been argued that the experience of public infinites besides affect the senses in other ways. In the foreword of the October 1991 issue of The Architectural Review, the editor provinces: ‘we appreciate a topographic point non merely by its impact on our ocular cerebral mantle but by the manner in which it sounds, it feels and odors. ‘ ( p.5 ) The geographic expeditions of the relationship between each different sense and how they relate with infinite are besides good developed. For case, Lang ( 1994 ) points out that an environment ‘s ‘soundscape ‘ ‘can be orchestrated in much the same manner as its ocular qualities by the pick of stuffs used for the surfaces of the environment and the nature of objects within it. ‘ ( p.33 ) Furthermore, another designer, Juhani Pallasmaa examined the representation of touch in his book The Eyes of the Skin ( 2005 ) ; he claimed that ‘Vision reveals what touch already knows. We could beli eve of the sense of touch as the unconscious of vision. ‘ It is true that designers and research workers have already noticed the importance portion that both the ocular and non-visual senses play in urban infinite. Therefore, based on the old surveies and statements, this research will turn out the maps of non-visual senses harmonizing to a series of methods and the consequences of the research will be utile in later relevant design undertaking.Theoretical model.Although some recent surveies enriched the literature of centripetal design, there is still however an ignorance of non-visual senses for bulk of people. Furthermore, it is common to detect that non-visual senses are underplayed and developing in pattern. Although non-visual senses contribute to a profusion of comprehending a topographic point, it seems that the cardinal maps of non-visual senses are wholly forgotten by most of interior decorators. For this ground, the creative activity of some public infinites presen ts is deficiency of assorted or exciting experience for users. To turn to this ignorance in planing, this research is conducted to specifically research what roles do non-visual senses play in urban infinites and how people perceive a topographic point without sight. These are two core research inquiries of this proposed research, the research is conducted through two stairss – the observations and interviews of blind people and blindfolded experiments in sighted people. Sing the inquiry which mentioned at the beginning of the proposal that why non-visual senses are easy ignored by most of people? Although the experience of a infinite is composed of the information from every sense, as Landry ( 2006 ) mentioned ‘sight are better articulated, because in general we have a rich vocabulary about physical visual aspect ‘ ( p50 ) and most of users, include interior decorators for public infinite are the people with good eye-sight. Therefore, in order to reply the inquiries of what sort of information of the milieus will users receive via non-visual senses and what will the infinite nowadays without the sense of sight, unsighted people is chosen as the sample to analyze, as they correspond with the research conditions – they can merely read the milieus by sound, touch, odor and even gustatory sensation. The 2nd portion of the research is to blindfold sighted individuals and inquire them to walk through the metropolis. During this procedure, they simulate the behavior of blind participants and perceive the milieus from the unsighted people ‘s position. Catherine Thinus-blanc & A ; Florence Gannet ( 1997 ) claims in their research paper Representations of Space in Blind Persons, the grounds that other centripetal modes besides contribute to spacial experience is ‘when sighted participants are blindfolded and asked to execute spacial undertaking with non-visual-relevant information, which they accomplish without trouble ‘ this is why the research worker choose this attack to make the experiment. It will non merely re-prove the consequences from first measure that how other senses conveying the characteristic of metropolis environment, but besides give a direct and strong comparing between ocular and non-visual senses to the sighted participants. And the comparing betw een these two sorts of sense will be clearly suggested once the information was collected.Methodology.The research adopts a qualitative methodological analysis in order to lend the profusion of the literature of the field. It is really of import to indicate out that any specific method or technique is selected after serious consideration on what is theoretically desirable and what is practically and ethically possible. Finally the research selected observation and qualitative semi-structured interviews which are identified as the most suited techniques for the research harmonizing to the specific research aims and context to research the map and position of each non-visual sense, like sound, touch, odor and gustatory sensation. The remainder of this subdivision describes the inside informations of the conductivity of this research.Individual observation and interviewsAs mentioned above, the first portion of the research is to detect blind people ‘s behavior. The sample is cons isted of 10 single participants. Sing the ethical issues, all the participants will be informed before observation and interview conductivity that the information obtained in the research would maintain confidentially. Those participants will be observed two hours per twenty-four hours for their behavior in the day-to-day life and the observation of the spacial public presentations of blind people will be undertaken in topographic points where participants carry out their day-to-day activities, like eating houses, street, or cafe store. In order to research in deepness, some of participants ( about non more than five ) are chosen as the sources to carry on the interview. Semi-structured interview technique was besides employed with the consideration of the aim of the research, which is conducted in random clip after observation finished and arranged between 30 proceedingss to one hr long. The chief purpose of the interview is to complement the losing portion of observation and to re -prove the statements from the relevant paperss and surveies. Therefore, it will get down with wide inquiries and follow up harmonizing to participant ‘s replies. Participants are encouraged to speak freely during the whole procedure. The qualitative semi-structured interview inquiries are listed below:When you walking through the public infinite, which portion will you notice at the beginning? Which sense ( touch, sound, odor, and gustatory sensation ) will assist you to comprehend it?Is there an imagination map in your head when you walking through the metropolis?( If yes, inquire the participant to depict by and large how it forms )Which sense offers more information and aid you more to comprehend metropolis environment when you walking through the metropolis?Have you got the knowledge of colorss?( If yes, inquire the participant to ( a ) stipulate what colors are, ( B ) describe what the color expression like in his head, and ( degree Celsius ) how this knowledge signifier s by non-visual senses. )Which sense will assist you to find the waies and how can you find it?Have you got an apprehension of different distance? How can you understand it?Are there any attacks for you to state the differences from different sorts of infinite?Have you of all time traveled to another metropolis?( If yes, inquire the participant to depict the metropolis feeling in his head and stipulate how he feels that by non-visual senses. ) Due to the length of interviews, each interview was recorded to enable subsequent analysis of informations and word for word citations and permit the research worker to to the full concentrate on the conversation and non distracted by efforts to take notes. The common points of each participant should be summed up after analyzing. The research worker will compare the consequences with the statement from old surveies and polish how non-visual senses contribute when comprehending a public infinite.Blindfolded experimentsThe sum of the participants is around 20 or more sighted people. Experiments will take topographic point in the metropolis Centre of Nottingham. Participants will divided into little groups with maximal three people, a blindfolded one, a usher and a recording equipment, for the intent of convenience and effectual. A path map will besides be determined before get downing – from Old Market Square to Victoria Centre. The experiment starts in forepart of the City Cou ncil. The participant will walk across the cardinal of Old Market Square in darkness merely by following the voice instructions from the usher. When arrives the H2O pool located in the West of the square, the participant demand turn right and walk along the south side of the square. Then, after walking through the busy paving and traversing the traffic route, they will get at Victoria Centre. The concluding measure is to walk into the edifice and see the inside of it from non-visual facets. As is can be seen from the descriptions, the path of the experiment includes assorted alterations of the milieus – from level land to inclined surface, from exterior to interior and from the unfastened infinite to linear infinite as good. Therefore, every bantam alteration that represent on the participant should be recorded carefully. More significantly, after the blind journey, the blindfolded 1s will be asked to retrace the path with sight and the retraced path will besides be drawn dow n in order to contrast to the former 1. Furthermore, they will besides be required to show their perceptual experiences of milieus by drawings – abstract drawings about spacial feelings when they are unsighted. Each member in the group will make the experiment in bend. More participants can be chosen indiscriminately from the Old Market Square. The intent of the experiment is to hold a comparing between ocular and non-visual senses and happen out the chief characters of non-visual senses when vision is non the dominant 1. Interview them after or during the experiment about their feelings. Similar with the old one, it will get down with wide inquiries and follow up harmonizing to participant ‘s replies. The list of inquiry for interviews is stated as followers.Is the infinite represents every bit same as before when you blindfolded? Can you stipulate the differences?Can you depict your feelings now? Are at that place any alterations in the encircled infinite?( Ask these inquiries when participant is closer to the H2O pool which is located in the West of Old Market Square. )Can you detect the alteration of the ground/change of the air current way?How does the infinite represent now? Which sense aid you feel like that?( Ask these inquiries on the manner to Victoria Centre. e.g. walking through the pavement/crossroad. )Ma ke the spacial feelings alteration when you enter the Victoria Centre?( Ask this inquiry when come ining the Victoria Centre and if yes, inquire the participant to stipulate the differences. )What is the difference between exterior and interior infinite?When experiments have been done, the characters of non-visual senses will be summed up harmonizing to the experiment and interview records. The research worker will research the functions that non-visual senses play in showing the metropolis environment and set about a situational analysis on the abstract drawings and compare the retrace path with the old one.Experiment illustration.The followers is the record of a blindfolded experiment conducted by the research worker and her group members. It follows the stairss that described antecedently in the proposal. The experiment lasted about one and half hr and took topographic point in metropolis Centre of Nottingham on 19th October 2009. The followers are some infusions of the reply to the interviews: â€Å" †¦ After my eyes covered by my scarf, I can non see anything in forepart of me. Everything seems to be unknown and unsafe. The old familiar environing now turns into a universe which is like a cryptic black hole†¦ â€Å" â€Å" †¦ at the clip I lost my sight, the non-visual senses become stronger and more sensitive than usual, particularly hearing and touch†¦ I received bantam alterations from environing more easy and rapidly. Furthermore, I found that I can comprehend the environment in determining the infinite by voices around me†¦ † â€Å" †¦ while I was walking through the street, the next infinite seems to be composed of legion faces and lines. I have to state this is the really interesting and originative portion of the experiment†¦ â€Å" â€Å" †¦ interestingly, at the clip I entered the Victoria Centre, the character of the voice changed evidently. This helps me to cognize that I have already entered the inside of the edifice†¦ it seems like we are now in a immense glass box. Voice no longer stand for on planes, but comes from every way in three dimensions†¦ † These are some abstract drawings that drawn by the participants after the experiment. The participant is required to utilize simple phrases or sentences to explicate the abstract drawings.Mentions:Malnar, J.M. ; Vodvarka, F. ( 2004 ) . Centripetal Design, University of Minnesota Press.Henry, S. ( 2008 ) . Convivial Urban Spaces: Making Effective Public Places, Earthscan Publications Ltd. Press.Pallasmaa, J. ( 2005 ) . The Eyes of the Skin: Architecture and the Senses, Academy Press.Carmona, M. ; Heath, T. ; Oc, T. ; Tiesdell S. ( 2003 ) . Public Places-Urban Spaces: The Dimensions of Urban Design, Oxford: Architectural Press.Kevin, L. ( 1960 ) . The Image of the City, The MIT Press.Catherine, T. B. ; Florence, G. ( 1997 ) . Representation of Space in Blind Persons: Vision as a Spatial Sense ; Psychological Bulletin, ( 1997 ) . Vol. 121, No. 1 20-42, American Psychological Association Press.

Radio Frequency Identification Implications for the environment Research Paper

Radio Frequency Identification Implications for the environment - Research Paper Example The fundamental technique that forms the background of the technology is that the tagged object has emissions which are encrypted and read by a reader which would then give an output. The reader, as well as the object, is usually placed at a distance which would allow for the transmission of the radiated signals. The distance can vary from a few inches to even over a meter. With the advent of computing technology, the readers have incorporated what bear semblances to the microchips that computers have. The chips are like microprocessors which are able to execute certain commands and even process information intelligently to give logical output. This is what is referred to as smart cards and they also have the virtual digital memory. Every technology has its downside. Likewise, the RFID chips have been proven to impact on the environment (Raymond, 2006). Consequently, in the following discourse, an analysis of the impact that they have on the environment is carried out. The essence of the technology was to ease human interaction. However, it is undeniable that the technology has also had an impact on human life in ways which are detrimental if viewed from the perspective of safeguarding the human community. These include its applications in learning institutions as well for security reasons. The point of detest in this application is that the aspect of privacy which every person should be accorded is in a way violated. Therefore, the essence of human interaction is to allow civility and freedom. In most cases, the tags or chips are usually used to monitor the movements of people. However, natural human interaction is not always limited. Thus, any technological invention which puts imminent threats to the free will of interaction that every person has would be viewed as not good for humanity. Its application comes, for instance, in schools where registered students would be the only ones allowed to access some

Letter to David Mitchell Assignment Example | Topics and Well Written Essays - 750 words

Letter to David Mitchell - Assignment Example I believe that boring teachers should reconsider their approaches of teaching. While teaching the same curriculum becomes boring, year in and year out, making the subject interesting is the challenge for the teacher. It becomes easier for the teacher to teach the same subject after each year passes by; and most teachers take the easy option. While it does become easier, it becomes more challenging in the way the teacher should approach the topic. Christine Gilbert by making the proposal of sacking boring teachers is jolting them awake and pushing the envelope further for these boring teachers. She is shocking them into action and I believe that it is high time someone did that. Did you know that high school dropout is increasing at an alarming pace and more than 50 percent of the students cite boring teachers and lack of interest in the subject taught at school as the primary reason for leaving school? In one sentence you suggest that that, "one of the reasons for this may be that th ey are bored themselves†. I agree that the teachers may become bored but this is no excuse against teaching boring lessons. The teacher can stimulate interest by involving students in the lesson. However, as I say all this I realize that teachers cannot do this all the time. They are pressed for resources and time. They have to teach so much in so little time with the principal hounding them to maintain discipline in class. Schools are becoming boring, it is not the teachers but the school that is becoming boring by being too rule oriented. Teachers, however, can change this by asking the school authorities to be more accommodating. Did you not have any teacher whose lessons you looked forward to? I know I have had such teachers. I also have had my share of boring and interesting teachers. Some teachers are boring because they have no interest in teaching. They take their job as just a job. They take a responsibility of teaching students and they just do that. However, there a re teachers who understand the essence of being a teacher. They engage us. I think boring teachers are only churning out students who are ill equipped to handle higher education such as colleges and universities. Even though I understand that teachers are not very highly paid, I do not think that I would want such teachers to be paid to teach me. I want teachers who are passionate about their jobs and are ready to accept the challenge of fighting the boredom of the same subject.. For me, the best teacher should have the following qualities: She should be passionate about her job; She should be able to communicate with the students on their level; and She should come up with lessons that activate the minds of the students. You state that Christine Gilbert's ideas ‘ignores the fact that some of the things children really ought to learn are boring...Are we going to phase out math in favour of more media studies and dance?’ Here again I disagree, Math is not boring. When yo u say that ‘quadratic equations are boring the first time’, it makes me wonder what boring teachers you have had. Some subjects are dry but they can be made more interesting in the way they are caught. Even media studies and dance can be made boring if the teacher focuses on too much technicality and theory. I understand that theory is boring and needs to be taught. But when a teacher focuses too much on theory and less of practical knowledge, students lose interest. You state that students

Early literacy Article Example | Topics and Well Written Essays - 750 words

Early literacy - Article Example 2), and the top of these other things is an orderly household. b. In-depth critical analysis Whalen has discussed a report in support of his arguments and tried to convey to the reader why he thinks that an orderly house assists in the development of early reading skills in young children. She mentions a study by researchers at Columbia University’s Teachers College and Ohio State University, which says that parents can help their children to read by doing much more than just providing them with books. They can provide them with a well-managed and orderly household in order to assist them in reading. This research was done on 455 kindergarten and first-grade twins. It was concluded that â€Å"mothers who are above-average readers are also those who are more likely to keep a tidy home and to implement daily household routines†, and these mothers are better teachers for their children. The subject matter of the article very well goes with the title the author has suggeste d and has good scholastic importance. The problem can be well understood by an average reader and the research is not limited to the author’s own aptitudes and ideas. However, the author has not been able to provide enough evidence to support his claim and has only discussed one study. The article lacks proof and sound arguments and the reader is not convinced as to how an orderly home can help a child in developing reading skills. It would have been better if Whalen had discussed multiple researches to back up her claim. It is only the last paragraph that is convincing enough for the reader because it discusses the important role of book reading in the development of reading skills. 2. Review of the Literature/ Comparison with other Researches We cannot deny the significance of an orderly home in the early literacy skills. We are just arguing that Whalen did not provide much evidence. To back up the article’s argument, we compared it with some other writings provided by profound scholars. Lee and Croninger (1994) assert in their writing that â€Å"variations in the home environments of poor and middle-income children affect their literacy development, which leads to substantial differences in reading ability and behavior† (p.286). Now, this research more clearly describes what the main causes of inequity of home environments of children are and how their literacy gets affected by the disorderliness of their homes. Other researchers like Morrow and Weinstein, and Rasinski and Fredericks (as cited in U.S. Department of Education, 2011) affirm that a literate home environment is vital if the aim of the parents is to enable their children develop literacy skills. A literate home environment is a complement of the school. According to the article, a literate home environment does not mean that the parents should be able to read and write in English; instead, it means that they must be able to provide their children with a lot of reading materi al and a good study location inside the house. This article supports Whalen’s arguments in his last paragraph, that parents must support their children’s reading abilities through provision of books, anywhere and anytime. Connor (2007) conducted a study regarding the influence of school and home environments upon the literacy skills of children, and states in his research that, â€Å"Home learning environments and parenting, along with preschool opportunities in the community, have been shown to directly relate to children’

Marketing Sun Power Case Study Example | Topics and Well Written Essays - 750 words

Marketing Sun Power - Case Study Example rther in the United States because its technology can be mass produced at a relative constant price due to the fact that variations in the price of silicon do not affect the production of First Solar products. â€Å"Thin-film solar, concentrated solar and wave power to name but a few, are also making significant advances thanks to substantial improvements in engineering and design† (Plunkett Research). Case Questions 1. Which marketing environment forces are likely to have the greatest impact on First Solar? The two environmental forces that will have the greatest impact on the company are natural and technological environments. Humanity is destroying the natural resources of our planet. At the current consumption rate the earth will run out of petroleum for commercial use within 30-40 years. As the natural reserves of crude oil continue to dry out the prices of fossil based energy will go up a lot. Solar energy is perfectly position to grow at exponential levels in the near f uture due to the fact that the sun is an endless raw material supply that users of the technology can access free of charge. 2. What types of organizations are most likely to exert the strongest competitive forces on First Solar? There are several types of companies that pose a threat to First Solar. The companies in its segment of the industry that manufacture solar based panel that use silicon are the main competition of the firm. Other sources of competition are nuclear, hydro-electric, wind technologies. Fossil fuels are direct competitors of all renewable energy companies. 3. How did technology affect First Solar's responses to the changes in the marketing environment? How can it continue to maintain its technological edge in its industry? First Solar has wisely invested millions of dollars in...Solar energy is perfectly position to grow at exponential levels in the near future due to the fact that the sun is an endless raw material supply that users of the technology can acces s free of charge. 2. What types of organizations are most likely to exert the strongest competitive forces on First Solar? There are several types of companies that pose a threat to First Solar. The companies in its segment of the industry that manufacture solar based panel that use silicon are the main competition of the firm. Other sources of competition are nuclear, hydro-electric, wind technologies. Fossil fuels are direct competitors of all renewable energy companies. 3. How did technology affect First Solar's responses to the changes in the marketing environment? How can it continue to maintain its technological edge in its industry? First Solar has wisely invested millions of dollars in research and development which has help the company produce technologically advanced solar cells and panels. The superior design of the firm’s product provided the company with the capabilities of producing its panels at a mass scale. The China project that will be ready in 2019 has a facility with an infrastructure of 21 square miles. In the ever changing world of the 21st century companies have to adapt to stay on top of the competition. Humans have always taken advantage of the sun’s energy, but in the 21st century society demands great utilization of this natural resource (Energyquest).

History J4 Essay Example | Topics and Well Written Essays - 500 words

History J4 - Essay Example During the period that Ogier wrote his letters, the Ottoman Empire was trying to expand its territory. The Janissaries were dressed in robes that went down to their ankles and cowls which they used to cover their heads. Their main role in the Ottoman Empire was to secure the empires borders and protect it against any invasion. Ogier also states in his letter that they were used to protect the Jews and the Christians from mob violence. They also helped maintain law and order in the empire as Ogier states that they protected people from outrage and wrong. The empire had 12,000 Janissaries. People in and without the empire are terrified of the Janissaries (Foster and Daniel, 1881). The Janissary was made up of Christian boys who were subjected to strict rules and discipline. In their empire expansion activities, the Ottoman Empire took slaves. These slaves were either sold or recruited into the elite army known as Janissaries. They were mostly chosen from Balkan and Anatolian Christians. Jews and boys of Turkish origin were not recruited into the Janissary. Janissaries were recruited from the children of Christians who had been enslaved by the Ottoman Empire. Since the empire was Islamic, the Sultan was not allowed to enslave Muslims hence their exclusion from recruitment into the Janissary. The Janissaries were recruited under strict conditions; they were not allowed to keep a beard, to marry and only be soldiers and nothing else. They were recruited every 5 years and were taken in by Turkish families and taught Turkish, its customs and the rules of the Islam faith. They were mainly sought because the Sultan could not enslave Muslims, so the Ottoman Empire so urced them from their Christian subjects. Due to their strict training, the Janissaries were disciplined. Ogier writes in his letter that patience, self-denial and thrift enabled the

Formal Assignment #4 Essay Example | Topics and Well Written Essays - 1000 words

Formal Assignment #4 - Essay Example These changes relate to US demographics, including age, gender and ethnic composition. The changes in the labor market can affect both the native and immigrant populations. This paper discusses changes in the US labor market over the past few decades. The paper assumes that the same changes were in New York since it is part of US. One of the most important changes in New York and U.S. labor market is the increased labor force participation of women (Ricardo, Kristie and Michael 50). The past several decades recorded a steady increase in the number of women participating in the labor market. Since 1999, the labor-force participation rate of these women remained steady. Another important demographic change that is affecting the labor force is the evolution of the population’s age distribution. Over the past several years, age is playing an important role in determining labor force participation in New York as well the U.S. most of the working population belongs to the baby-boom generation (Ricardo, Kristie and Michael 53). These are people born between 1946 and 1964. However, this may have negative effects on the overall labor force participation rate since most of these people are growing older. The effect of age on the national economy may result from a reduction in the labor-force participation rate c aused by aging of the baby-boom generation. Racial and ethnic diversity of the U.S. population is another important demographic change that affects labor force participation. Ethnic diversity may be because of social, economic, or political factors. However, it is clear that this diversity affects the labor market in one way or another. Over the past two decades, there is a significant difference in labor force participation among different races. Between 1980 and 1990, the number of immigrant populations in the US labor market increased. The number of immigrant population employed was also very high. The number grew by about 50 percent during that

Iran and Its Pursuit Of Nuclear weapons Research Paper

Iran and Its Pursuit Of Nuclear weapons - Research Paper Example As such, the Iranian government continued with their projects to generate energy meant to serve its population that was more than 75 million, where political and other aspects took over the thinking portion over nuclear technology. Following this, political forces came into being, where they viewed nuclear technology as more than a technology meant to generate energy and power for its people. This became the driving force away from mere energy production and into production of nuclear weapons, a project that America and other world powers are against. Estimates to nuclear capability in recent times show that Iran stands a good chance to develop their uranium and include it in the production of weapons of mass destruction. This is especially so for nuclear weapons, as there is evidence in recent suggesting that the country stands a chance to begin uranium enrichment. Reasons for the pursuit of nuclear weaponry by Iran lie in the attempts by American to impose their opinions and ideolo gies on Iranians through their support for their initial nuclear project. This created the idea that the Iranians were being sidelined in their own land and in their own projects in that to them the Americans intended to take over that which belonged to them. With this in mind, the main cause that can be attributed to the deviation from the original plan can be seen in the prisoners of insecurity. This is because with nuclear power, where power stands for nuclear capability in weapons, the Iranians stand a chance to have power to eliminate threats and not be victims of world powers influencing them. In addition, the move from nuclear power to pursuits of nuclear weapons can be attributed to an aspiration of prestige, where Iran and Iraq have a bitter rivalry for the control or power in the Persian Gulf region (Dorraj 326). With nuclear capabilities, Iran stands a chance to overcome other regional and international powers, where it can manage to negotiate its way into and out of deal s that are not suitable. This also translates to international recognition as a nuclear arsenal has helped some countries into positions of power on an international scale as it also depicts the presence of technological advancement. The reasons for Iran having pursuits for nuclear weapons can therefore be attributed to image of Iran towards the outside world and the international community, as well as the state of security of the country from external forces. The consequences of Iran and its pursuits of nuclear weapons have been sanctions against Iran, where policy makers have been formulating sanctions to curb the spread of the nuclear pursuits and prevent its development. Sanctions have been employed by the US, where it has used its foreign policy to ensure that it threatens Iran against developing nuclear weapons, where its economic ability has been the main weapon. As a result, the United States has sanctioned Iran by curtailing political, economic and diplomatic relations as i t is considered to use its nuclear capabilities to fund and support terrorist activities, as well as oppose Israel (Cohen 10). The sanctions, however, have not worked to ensure that the pursuit ceases as the sanctioned aspects of Iran have been taken over by other countries that have sought to take over that which ten Americans and other countries t

Effects of franchised and international fashion stores on local Dissertation

Effects of franchised and international fashion stores on local clothing retailing and its relation to global marketing stratgie - Dissertation Example This situation analysis has been assessed and promulgated customised strategy under the â€Å"Global Marketing Strategies†. We have collected data relating to the Saudi woman and their frequency of visiting particular band irrespective local or international, and also Saudi market itself to harness what are the marketing mix positioning and strategy practiced in domestic shape. We have observed and analyzed different global marketing strategies which can help us to identify the gap in current strategy of retail mix in Saudi Arabia under current Global market strategies. This paper has dissected all the elements to identify this point in final state by breaking them in questionnaire. This fact based analysis will help to understand the upcoming competitive era with specified factors identified to contribute in greater extent to promulgate strategies for retail industry in Saudi Arabia. Research Word: Retail Industry, Retail marketing mix, Saudi franchised international brand, G lobal marketing strategy. 1. Introduction Saudi Arabia is getting very competition intense economy where most of the international brands are interested to invest and derive good revenue from the strength of local purchasing power. Many international events in Saudi Kingdom are now approaching for the foreign investment and it is arranging many exhibitions. Main area where most industry is developing for foreign trade in Dahahran, Jedda and Riyadh. In these are apparel having a important space. Diagram: Significance/ Capacity of venue From this chart we can see what are the factor’s that the Saudi woman considers for the purchasing of any clothing in retail stores. From this analysis and form the global growth of 15% for the retail fashion industry. In this point the strategy which is highly depending on the marketing mix composed of people, place, product and promotion varies significantly and contributed widely in business profitability. Ongoing brand consciousness and the strong purchasing power we can see that the international incentives to invest in the Kingdom of Saudi Arabia. Based on this potentiality of this industry more research, information and facilitation form the government has to plan for the local retail store so that they can compete and survive with global competition. Eventually the local store can keep the customer demand in more customized way, but the fact is the taste ans culture is getting more global than particular land. We have summarized some research to support our existing research that we can continue the quantitative research based on this base of qualitative or exploratory research made by Amani Aqeel in 2012. Saudi women’s purchase intention from the total sample of 20 customers shows the figure above to prove the factors and their intensity. These summary reports can help us to pursue the further research in greater details of qualitative and quantitative extent. 2. Research aim-(Given/ Made by customer) 3. Re search Objective-(Given/Made by customer) 4. Literature Review- 2 pages Since 1853 , Levi Strauss used to believe as one of the most popular international fashion retailers all over the world. Upon continuing their operation after long years of time worldwide they have started their strategy to make standardization practice to meet the goal of meeting economies of scale and core

The Great Gatsby and Daisy Essay Example for Free

The Great Gatsby and Daisy Essay In the novel, The Great Gatsby by F. Scott Fitzgerald, there are many characters throughout the story. However, Daisy Buchannon seems to stand out the most to me. She is a beautiful, young girl with many different sides to her personality. She can be innocent, and then she surprises everyone with her promiscuous and careless attitude. Her personality and looks pull in a man named, Jay Gatsby, who unfortunately falls in love. Daisy, soon becomes the central corruption of Gatsby’s American dream which was simply just to be happy until he met the malicious Daisy Buchannon. Daisy is portrayed as a very attractive girl even to the point where her voice caught people off guard as well. Nick says, â€Å"That was it. I’d never understood before. It was full of money-that was the inexhaustible charm that rose and fell in it, the jingle of it, the cymbals’ song of it.. High in a white palace the kings daughter, the golden girl..† (127). This shows that Daisy has a irresistible charm to her that most people attract too, and that she is treated like royalty. However, all of her charm hides the fact that the way she is brought up causing her to be selfish when it comes to most things. As nicks states, â€Å"For Daisy was young and her artificial world was redolent of orchids and pleasant, cheerful snobbery and orchestras..† (158). Daisy is basically in her own little world where everything is handed to her on a silver platter. This is how she has been since she was a child and it has carried through her adulthood. In the beginning of the book, Daisy is shown to be sweet and innocent. Like when she says â€Å"I’d like to just one of those pink clouds and put you in it and push you around† (99). This gives you an idea of Daisy giving a mindless compliment that shows her sweet side. Also, Daisy is often wearing white. Which is color that is associated with purity and innocence. â€Å"She is dressed in white, and had a little white roadster..† (79). This shows that the color can symbolism Daisy’s innocence. Daisy throughout the book soon loses her innocence and shows how promiscuous she can really be. While daisy is married, she begins to have a love affair with Gatsby. Which she chooses to carelessly show and not to disregards what others think of it. For example, â€Å"as he left the room again she got up, and went over to Gatsby, pulling his face down, kissing him on the mouth† (122). She easily got her husband out of the room, so she could continue to show her affection to Gatsby. She even acted as if she didn’t know her husband at all. When Nick scolded Daisy and told her to not bring Tom. Daisy innocently said, â€Å"Who’s tom?†(88). Daisy’s soon proves to not just be promiscuous, but also extremely careless. Gatsby even said, â€Å"She only married you because I was poor† (137). The fact that Daisy left Gatsby and married Tom just for his money shows that she is careless about Toms feelings and takes advantage of him for only his wealth. Even when Daisy and Gatsby get into a car accident and hit poor Myrtle. A couple days after this accident, Nick finds out that â€Å"she and tom had gone away early that afternoon, and taken baggage with them† (172). Daisy is obviously not concerned with the horrible thing she has done and takes off with her husband. As you can see, Daisy Bunchannon appeared to be an innocent girl who fell in love with her old lover. But as the story revolves, her true personality shows and how promiscuous and careless she has proven to be. Her careless mindset causes her to ruin Jay Gatsby’s American dream that was once to be happy and is now ruined by all the money he had spent trying to impress Daisy Bunchannon.

Theories for Decision Making

Theories for Decision Making Introduction Nowadays, there are different kinds of management techniques among people, especially communicating within a group of people in particular discussion. During the discussion, process in making effective and credible decision is very important in order to draw a result without any conflicts generally. Many people are facing a problem about the usage of group progress, that good and bad decision making may be quite complicated towards some people. Good decision making means that every member will agree with each other in order to work together effectively among their jobs, while bad decision making will be made if people cannot firmly make their decision well and cause vicious effect on their work. Although there are many group members, especially leaders of group try their best to discover more ways to cooperate with colleagues, while conflicts still can be found everywhere due to different viewpoints and ideas are firmly held in someone’s mind (Collin et al., 2012).. However, no matter you are alone, or even being a part of group, your decision making may still be affected as own decision making can be easily affected by group’s opinion. Therefore being a group leader, they should know how to form good decision making, and how to prevent bad decision making during the discussion process. From past to now, many social psychologists have point out that good decision making can be drawn if well-organised and critical thinking should be found in group leaders, even members. In the essay below, some relevant theories and critical explanations will be combined in order to provide an informational discussion on how to making good and bad decision (Busenitz Barney, 1997). Moreover research evidences may also be used in supporting the process for good decision making, and the reason why people may draw such bad decision during discussions. This kind of organisations can provide a critical and informative essay in discussing the procedures within g ood and bad decision making in the group. Path to make good decisions (Relevant Theories) In the past few decades, there are many social psychologists point out that some personal mental behaviours may affect the discussion, especially making decision among team members. Zajonc claim that if there are any appropriate response or arousal, group performance and members can be enhanced (Zajonc, 1965). Therefor the Drive Theory of Social Facilitation (Zajonc, 1965) can welly explain the reason why people would like to generate better decision while group members can provide good environment and decision. Because this kind of way can evaluate apprehension during discussion, in order to reduce conflicts and worries, which can let group members be more relax to make good decision (Seo Barrett, 2007). Being a member in a group, many cases show that they cannot have effective communication among those team members as they will keep holding their own ideas or viewpoints, then it may cause lots of conflicts in arguing for decision making in particular issue. In this situation, facilitators and bystanders are required among disussion in order to provide another viewpoints, which is different from the insiders. According to Bibb Latane and John Darley (1970), People, especially bystanders among the situation may have higher chance to perform better behaviours and make good decision, when they are facing any emergency situation in the society (Latane Darley, 1968). Regarding to the Emergency Norm Theory, bystanders may have higher chance to help other people, which be pointed out that people will be persuaded to aid those needs. In similar, facilitators in a group take the role to identify those problems with a third-person view that may not suffer in any bias. Facilitators should not be directive in any ideas as they should stay outside and provide independent opinion. In the office environment, each team members, or colleagues should work together that without any bias. Then third-person view and special ideas may be made during particular discussion between each other (Bickman, 1971). Therefore people should ensure their own psychological status in order to maintain stable discussion behind conflicts. Before making good decision during a series of discussion, deep understanding of particular discussion topic is very important as pointed out by Kurt Lewin. Lewin said â€Å"You cannot understand a system until you try to change it†, it means that changing of mental and physical behaviour is useful for a team to draw effective and powerful decision among different kinds of conflicts. Moreover leaders who really want to form good decision within their own group, working environment should be well designed because behaviour is a combination of individuals and proper environment, which is proposed by Lewin (Brug et al., 2006). At the beginning of changes or even discussion, separate discussions within subgroups are required as it can provide sufficient spaces for members to discuss their own ideas in order to form a small conclusion. After that proper support and mind setting should be given towards group member or colleagues, therefore they can have more effective ways to mainta in and try their best to have new job or make any decision under harmonious decision making process. In order to provide more effectiveness of their own points of view, those social psychologists have already pay more efforts in generate several research and conduct different experiment to point out their power of theories. Path to make good decision (Relevant Researches) According to Zajonc’s cockroaches experiment which explain the behaviour of a group of cockroaches in tacking different level of tasks, in order to point out the changes of human behaviours during group processing. During the experiment, cockroaches are assigned a simple task and a more difficult task for them to complete while a group cockroaches will need to be do it together. Zajonc (1969) would like to find out whether a group can provide better results in these kinds of task or not. However, Zajonc found out that group of cockroaches can complete a simple tasks under the social facilitation while they cannot complete such difficult tasks in front of their peers under social inhibition (Zajonc et al., 1970). Generally, the basic concepts and usage of theory can be wisely applied into human being as these kinds of behaviours can also be found on a group of people during discussion, especially decision making. Because people would like to perform well in front of other people in order to gain confidence and recognition, however people cannot be compare with cockroaches due to higher intelligence ability can be on human being than that on cockroaches (Zajonc, Wolosin, Wolosin Sherman, 1968). Apart from Zajonc’s studies, Bibb Latene and John Darley (1970) have done an experiment in order to demonstrate the effectiveness of bystander intervention, which means people would like to help others who need helps. In real life situation, people definitely give a helping hand towards people who are suffering in distress, such as destruction caused by natural disasters and problems carried by human disasters. In addition, the experiment have also stated out that fewer people will help others in emergency if the group size become larger. Therefore leaders should prevent oversize of each group, and they may put two to four people in a group, while several subgroups should be used in order to maintain better communication and decision making (Petty et al., 1977). Although Latene and Darley pointed out that increasing in size of group while decreasing in percentage of helps generally, the results generated in experiment may not be suitable to be applied on people nowadays. The r eason is the experiment had been done in 1970s, which may be quite far from past to now, and the situation would not be well to compare with 21st century. People would like to help each other even the group size is greater than 6, such as most of the Hong Kong citizens would like to participate in helping re-construction of destroyed building after disasters, even donation of money, therefore it may not be possible to explain human behaviours nowadays (Latane, B., Darley, J. M., 1968). During the discussion, good decision making will not be the only products among group members, conflicts may be found within insufficient communication and impartial viewpoints of leaders. So bad decision making may be discovered and it has already been explained by several social psychologists with several theories in the past decades. Path to make bad decision (Relevant Theories) First of all, Solomon Asch had also pointed out that people would like to follow the other’s opinion, especially the majority ideas. During the discussion progress, group members are generally compelled by the authority in order to fit their expected results (Laughlin, 1988). In most of cases, team members would try their best to persuade themselves and pretend themselves to agree with the majority opinion, while throw their own personal ideas. This kinds of action stated that the reason why they would like to follow majority decision is they do not want to be such minority, which may be easily shamed by those eye contact from other team members. Therefore leaders should prevent team members agree with each other easily and shortly, as it means that they just follow others ideas and wish to form the results which fit the need of authority (Asch, 1951) In most of the discussion cases, it may be very strange that group members can only spend a few time to conduct their discussion, and decision can be made in such an easy way as they said to leaders. Because of this, good decision cannot be made wisely due to such inappropriate discussion method and it will not able to solve their own problems. As said by Irving Janis (1982), group members may not wish to point out their own ideas as they think that their opinion should fit the need of their leader, even boss. They will only filter such undesirable input in order to give out some results which may be similar to leader’s viewpoint. Within this situation, decision that made by those group members should not be the true opinion from themselves, these kinds of decision are just the expected result of leaders, therefore good and fair decision which are agreed with all members may not able to be made by the whole group (Janis, 1972). During the development of human being, they are born to obey norms, which is given out by any authorities. Stanley Milgram stated out that people will follow the instructions which are told by other people, especially those authorities such as government. Conformism can be the reason why those people would like to obey the rules or even instruction that proposed by other authorities agencies (Milgram, 1978). In the discussion, if the leaders or boss point out that they expect people to perform the particular results and decision, most of the group members would like to follow its information and form that expected decision. It may not be beneficial towards the whole group because decision making do not include any bystanders’ ideas, while the whole progress of decision making is based on the expected opinion from leaders. Therefore pre-decision should not be include in the discussion, even during decision making. Role and Rules are very important among the normal life, especially the situation of discussion and decision making as different people will take responsibility to act as particular role during the discussion. Stanley Zimbardo pointed out that great changes can be found if good people are put into bad environment. And it means that extreme changes in social environment can definitely affect the movement of everyone (Zimbardo et al., 2000). Within the working environment, if there are only a small amount of members who are willing to propose positive and effective ideas towards the group, even company, the proper decision also may not be made as they are being surrounded by those negative ideas. Because of the majority in the group is fulfilling negative mind of the discussion, it will affect the other who have positive ideas. Therefore those subordinate position would be summit to the authority, which is the leader or boss. Regarding to this kind of problems, good decision making should not be found because there will not have proper and non-directive discussion due to the power of such social situation is really affect the disposition of people and all of the members who hold positive idea will be compelled to agree with the majority. Then in order to have better process in making good decision, no matter leaders or boss should put more efforts on enhance colleagues’ attitude. Regarding to explain deeply about the related theories, several social psychologist have already done quite a lot experiment or researches in order to explain their viewpoints wisely. Path to make bad decision (Relevant Researches) In Asch’s research which was conducted in 1955, it can definitely point out that most of the people included in the experiment would like to follow the majority among the decision making within groups. Because they try their best to fit the expected answer that can truly explain with some real life example nowadays, there are still quite a lot of people would like to follow the majority among groups within the society generally. However, this experiment was conducted during the cultural environment of 1950s America, it still had a fluctuated changes in the results when it was applied in different time ranges. Therefore statistics in this experiment cannot be used exactly in 21st century, while its concept and basic information can be wisely apply into the daily life generally. Within both Zimbardo and Milgram’s experiments and researches, they have generally explained the concept of conformity of people. First of all, a large group of people are divided into two subgroups in order to act as guards and prisoners respectively for a period of time. The experiment can definitely point out the role and rules ideas, while heightening anonymity and dehumanization behaviours. However those people who act as prisoners have already been suffered in several kinds of psychological problems after six days, therefore the experiment was forced to be stopped (Zimbardo, Maslach Haney, 2000). Apart from this, Milgram’s shock experiment has stated that people would like to obey other authority, even they know that these kinds of decision may not be appropriate within their own personal mind. Although Milgram’s research pointed out many effective explanation in conformism, criticism can be found in his experiment. In this experiment, Milgram only use a group of American to conduct this shock experiment while it cannot represent the whole population in the world, because there will be a difference among other countries. America and European countries will be much obedience and similar described as Milgram’s result, while Asian and Muslim countries are less obedience as Milgram’s experiment. Both of the researches from Zimbardo and Milgram are very remarkable and supportive in the field of social psychology nowadays. Although some ethical concerns and cross-cultural validity may need to be aware, some ideas and concepts still have their value in conducting continuous studies in related studies. Conclusion To conclude, making a good decision is quite difficult during the particular discussion, because bad decision making may be easily found if leaders do not communicate and cooperate well with each other. In order to make good decision, leaders should not take all the responsibilities to make decision, while they are required to give out some power to colleagues, that can let them have their own ideas and opinion about own mission. Otherwise all of the group members will just follow the decision of leaders before such kind of discussion, and those expected results will be generate without any agreement between each other (Higgins, 2000). In order to enhance effectiveness in making good decision, different subgroups are required if the whole size of group is too large. Because every group member cannot communicate well within the oversize groups, and leaders may discuss with subgroups respectively before the whole meeting, even decision making (Øvretveit, 1995). These kinds of situation can prevent blindly obedience to that authority, which can provide more chance for leaders and members to communicate during discussion before making any decision. Therefore good decision making is the responsibility of group leaders, while each group members are needed to put more efforts in communicating between each other within every complicated progress (Gerrig, 2013). References Asch, S. E. (1951). Effects of group pressure upon the modification and distortion of judgments. Groups, leadership, and men, 222-236. Bickman, L. (1971). The effect of another bystanders ability to help on bystander intervention in an emergency. Journal of Experimental Social Psychology, 7(3), 367-379. Busenitz, L. W., Barney, J. B. (1997). Differences between entrepreneurs and managers in large organizations: Biases and heuristics in strategic decision-making. Journal of business venturing, 12(1), 9-30. Brug, J., van Lenthe, F. J., Kremers, S. P. (2006). Revisiting Kurt Lewin: how to gain insight into environmental correlates of obesogenic behaviors. American Journal of Preventive Medicine, 31(6), 525-529. Collin, C., Grand, V., Benson, N., Lazyan, M., Ginsburg, J., Weeks, M. (2012).The psychology book. (pp. 216-257). London, England: Dorling Kindersley Limited. Gerrig, R. J. (2013).Psychology and life. (20th ed., pp. 447-472). the United States of America: Pearson Education, Inc. Higgins, E. T. (2000). Making a good decision: value from fit. American Psychologist, 55(11), 1217. Janis, I. L. (1972). Victims of groupthink: A psychological study of foreign-policy decisions and fiascoes. Latane, B., Darley, J. M. (1968). Group inhibition of bystander intervention in emergencies. Journal of personality and social psychology, 10(3), 215. Laughlin, P. R. (1988). Collective induction: Group performance, social combination processes, and mutual majority and minority influence. Journal of Personality and Social Psychology, 54(2), 254. Milgram, S. (1978). Obedience to authority. Petty, R. E., Harkins, S. G., Williams, K. D., Latanà ©, B. (1977). The effects of group size on cognitive effort and evaluation. Personality and Social Psychology Bulletin, 3(4), 579-582. Seo, M. G., Barrett, L. F. (2007). Being emotional during decision making—good or bad? An empirical investigation. Academy of Management Journal, 50(4), 923-940. Zajonc, R. B., Wolosin, R. J., Wolosin, M. A., Sherman, S. J. (1968). Individual and group risk-taking in a two-choice situation. Journal of Experimental Social Psychology, 4(1), 89-106. Zajonc, R. B., Wolosin, R. J., Wolosin, M. A., Loh, W. D. (1970). Social facilitation and imitation in group risk-taking. Journal of Experimental Social Psychology, 6(1), 26-46. Zimbardo, P. G., Maslach, C., Haney, C. (2000). Reflections on the Stanford prison experiment: Genesis, transformations, consequences. Obedience to authority: Current perspectives on the Milgram paradigm, 193-237. Øvretveit, J. (1995). Team decision-making. Journal of Interprofessional care, 9(1), 41-51.

The History Of Cadbury Chocolates Marketing Essay

The History Of Cadbury Chocolates Marketing Essay Cadbury chocolate development is not very well in a few years before. There was international acquisition between Kraft, Mars, Nestle and Cadbury. As a result, Kraft won the acquisition which is successful to have ownership of Cadbury. In recent years, Cadbury promotes Daily Milk chocolate with using Youtube movie such as Cadbury Eyebrows. When this movie uploads to Youtube, it spreads faster in the world. The most special is background music. When everyone listen the music in everywhere, they must link up to Cadbury chocolate. Therefore, most of people pay more attention on Cadbury this brand name and their products. . In the current market, there will be used SWOT to analyze as below: Strength: The famous brand name in the world including Hong Kong. The brand has almost 200 years history. In 2007, Cadbury promote new 10 products which are focus on healthy and high class. In 2009, the Eyebrows movie has changed the Cadbury traditional styles to become trendy. Weakness: Cadbury did not launch chocolate premium in special festivals which are Valentines Day, Halloween ,Christmas and so on in recent years. Opportunities: Cadbury can enlarge their market share in Hong Kong. They can open a specialty shop for selling chocolate products such as chocolate snacks, chocolate drinks, and chocolate cakes. They can do more promotion like coupons, trial products for customers. Also, they can make a cross over with Oreo chocolate cookies. Its can enhance the brand awareness. Threat: Cadbury chocolate was discovered some products have salmonella and melamine in 2006 and 2008. It is enormous impact of the brand. Customers lost the confidence of Cadbury chocolates. Also, they have many competitors such as Kinder, Toblerone, Ferrero Rocher and the other chocolate products. 1a.Competitive analysis In Hong Kong, the main competitor of Cadbury is Mars, Incorporated. They have famous products in Hong Kong such as MMs, Dove, Mars and Maltesers. Besides, they have five principles in their mission which are Quality, Responsibility, Mutuality, Efficiency and Freedom. They are using these five principles to give the best to customers and fulfill their needs. It can keep the good relationship with customers. Moreover, there are using lots of promotion to their chocolate products. For example, advertising on TV, magazines and posters. Also, internet like Facebook and Youtube must be the main channels for selling products. Furthermore, Mars, Incorporated has lots of product lines with good reputation. Different types of product can match different types of customers. It will be the strength of the brand to attract different customers. Also, the company would like to use cartoon to be celebrity endorsement to attract children to buy chocolate such as MM chocolate product use cartoon characters to promote. It is very successful. In the weakness, the brand awareness is not higher. Because of too many product lines in the brand, so most of customers only know the line of the brand. They dont know the head of the brand is Mars, Incorporated. 2.Cadburys Marketing Strategy Cadbury is using marketing mix as their marketing strategy. Marketing mix can control four tactical marketing tools which are product, price, place and promotion in order to produce the response it wants in the target market. Cadbury can do everything to influence the demand of those chocolate products. Cadbury offers different flavor of chocolate to the children and their parents, for example milk chocolate, dark chocolate, fruit and nut chocolate and whole nut chocolate. They are provided with high quality as Cadbury launched the Cadbury Cocoa Partnership, developing cocoa farms in Ghana, India, Indonesia and the Caribbean. These places are suitable for the cultivation of cocoa beans, and therefore Cadbury can control the quality of cocoa beans to produce chocolate products. There are different package of the chocolate products such as boxes, bags and bars. So that customers have many choices on choosing the type of packaging and flavors, and all the products are sold under Cadburys brand name with purple packages. Besides, Cadbury use cost-based pricing to set the chocolate products. They set the price based on the costs for producing, distributing, and selling the products plus a fair rate of return for its effort and risk. Sometimes, they will offer some discounts to reward customers for certain responses. The forms of discounts include cash discount and quantity discount. They would like to lower price of the chocolate products or buy large volumes with price reduction to buyers. Such discounts provide an incentive to the consumers to buy more. About the promotion mix they use are advertising on TV and magazines, sales promotion and public relations. Cadbury can promote their products through these channels, bringing the message share the joy today to the potential customers, communicate customer value and build a loyalty relationship with them. In the London 2012, Cadbury is one of the sponsors in this event, creating the sports and stripes event to bring the excitement of London 2012. Also, Cadbury created a athlete team that can be used across the business to motivate and inspire. Cadbury chocolate products sell in the convenience store like 7-Eleven, Circle K, Vingo and supermarket. These places are the consumers most likely to shop. Cadbury is using intensive distribution strategy, stocking the chocolate products in many outlets. As a result, these chocolate are available in everywhere when consumers want them so as to provide brand exposure and consumer convenience. 3.Branding Strategy Cadbury is using line extension strategy to apply the products it sells. Cadbury is likely to introduce the additional items in a given product category under Cadburys brand name, such as new flavor( milk, dark chocolate, fruit nut, caramel, truffles), forms, colors(purple), ingredients( vegetarian, nut-absent, Gluten-absent) or package sizes ( bags, bars, boxes, tins). Line extension brings more benefits for the firms and consumers. For the Cadbury, they might introduce new chocolate in a lower cost and lower risk way. Also they might want to meet consumer desire for variety, use excess capacity or simply to command more shelf space from resellers, giving more choice to consumers. On the others, there might be self-cannibalization and consumer confusion if the added chocolates have no differentiations from customers perspective. 4.Product marketing 4a.Point-of-purchase Cadbury chocolates are selling in the supermarkets and convenience stores. There are many types of Cadbury products. Locations are large and rent is lower. Some stores are located near residential areas. 4b.Product Life-Cycle Stage Cadbury chocolates are in the maturity stage. They have brand loyalty because of the long history of the brand. However, some products are launched a long time. It will go to decline stage. Therefore, it needs to do more sales promotion and personal selling to retain customers. 4c.Product Uniqueness Cadbury chocolate products have point-of-different. Their unique point is Cadbury chocolates using Green packaging and Fair-trade. About green packaging, they are using packaging design and waste strategy. They have environment concern such as using paper, board and cellulose film materials to make their product package. It can achieve substantial development. Also, Cadbury Dairy Milk has announced the investment plans for its first Fair-trade social premium to cocoa farmers in Ghana. The packaging also has the fair trade label to show that producers have better living condition and consumers can use lower price to get the products. It is good for both parties in the business. 5.Promotional Mix Promotional mix refers the basic tools used to accomplish an organizations communication objectives. The promotional mix has included six elements: advertising, direct market, internet marketing, sales promotion, public relations and personal selling. Each element as an integrated marketing communications tool that plays a distinctive role in an IMC program. Advertising refers any pay form of nonpersonal communication about the organization, product, service, or idea by an identified sponsor. The nonpersonal component means that advertising involves mass media such as TV, poster, magazine that can transmit a message to large groups of individuals at the same time. Direct marketing refers organizations communicate directly with target customers to generate a response, it involves different activities such as direct selling, database management and direct response advertising through direct mail, the internet and broadcast. Internet Marketing refers the interative media allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time. The new media allow users receive and alter information and images, respond to questions and make purchases. For the internet, the interactive media include interactive television and mobile phone. Sales promotion refers marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Public relations refers the management function which evaluates public attitudes, identifies the policies and procures of an individual or organization with the public interest, and executes an action to earn public understanding and acceptance, it is aims to establish and maintain a positive image of the company for the publics. Personal selling refers a form of person to person communication in which a seller attempts to assist prospective buyers to purchase the companys product or service or to act on an ideas. Cadbury used advertising, Sales promotions, Public relations and internet marketing to promote their companys product. For the advertising, Cadbury has poster in MTR and in store display at different supermarkets. The advantage of advertising is low promotional cost for the company, the interesting and beautiful poster or the in store display can attract customers attention. Also, the poster can let people watch a long time to know more the products details. The disadvantage of the advertising is it only can deliver a brief message about the product, it may only have a short term memory in customers mind. Moreover, the poster usually needs a larger place. Sometimes, it is difficult to find a suitable place for the companys poster and the poster is easily to be impaired by the human destruction or the weather condition. For the sales promotion, Cadbury has promoted the coupons and sweepstakes for the customer. For example, if the customers buy at least three products, it will have discount to buy the product. Also, Cadbury would holds some sweepstakes with other companies for the customers, the award will be concert tickets or some special drinks provide by other companies. The advantage of sales promotion is it can appeals price sensitive to consumers and offer discounts without retailer cooperation. Also, the promotional activities will easily attract the customers buy more products and it may motivate non target group customers try to taste the product and encourage customers buy the product again. The disadvantage of sales promotion is the cost will increase and low redemption rates. It often used by loyal consumers who would purchase anyway and hard to tell how many consumers will use them and when. Consumers only focus on sweepstakes, not brand. Sometimes, it may misredemption and fraud such as customer redemption for a product or size not specified on the coupon. For the public relations, Cadbury has a sponsorship with the Olympic 2012 in London. The advantage of public relations is it can enhance the companys brand awareness for the customers, It will increase the brand visibility. The disadvantage of public relations is it cannot deliver the products message to customers and the cost of sponsored usually be high. For the internet marketing, Cadbury has Facebook fans pages and Apps in the smartphone play store to provide the latest product information to the customers. The advertising of the internet is target marketing and information access. Target marketing means the Web is the ability to target very specific groups. Information access means the customers can find the products information in the website. The advantage of internet is two way forms of communication. Also, it offers the capability to more closely and precisely measure the effects of advertising and other types of promotion. The disadvantage of internet is customers may lack of motivate to find the advertisement to know the details of product. 6.Media Mix Media mix refers a wide variety of media and media vehicles are available to advertisers. The characteristics of the product or service, the size of the budget, and individual preference are some factors to determine what combination of media will be used. According to different promotional situation, the companies will use different promotional strategy such as TV, coupons and internet. TV is the most effective medium, coupons can stimulate customers to buy the products, Internet can help customers to find the in-depth information. Cadbury has some advertisements on TV. The advantages of TV are creativity and impact, coverage and cost effectiveness, captivity and attention, and selectivity and flexibility. For the creativity and impact, TV has provided a platform for presenting the advertising message. The sight and sound are creative and it can convey the brands image to develop the entertaining appeals that help make a dull product appear interesting. For the coverage and cost effectiveness, the advertising of TV make it possible to reach large audiences, the companies with widespread distribution and availability of their products use TV to deliver their messages at a low cost, it is very cost efficiently. For the captivity and attention, even to increase in viewing options and the automatic devices have made it easier for TV viewers to avoid commercial messages. However, the remaining viewers are devoted some attention on the advertisings messages that means the TV advertising have an effect on consumers mi nd through the repetition and slogans. For the selectivity and flexibility, with the growth of cable TV, the advertiser can refine their coverage further by appealing to groups with specific interests such as sports, news or music. The advertisers can adjust the media strategies of different geographic markets through local advertising in specific market areas and the advertising can run repeatedly of special occasions. The disadvantage of TV is high cost of buying airtime and producing a quality commercial. The geographic selectivity is a problem for local advertisers, TV still cannot offers as much audience selectivity as magazines or direct email for reaching precise segments of the market. The advertising of TV usually leave nothing tangible for the viewer to consider because the time of advertising become shorter and shorter. Moreover, the audience usually did not watch TV in advertising time, they may leave the room to go to the bathroom or get something to drink or eat. Sometimes, the audience may change TV channels to avoid the advertising. 7.Recommendation For the personal selling, when the Cadbury launch new product, they can recruit some short-term promoters to promote the new product. Also, the company can launch more promote events such as free tasting, It can attract the new customers. For the public relation, Cadbury can create more sponsorship with other sports competition and charity to increase the companys image and visibility. Also, the company can have celebrities endorsement, the company can use cartoon characters, famous stars to attract target customers. For example, Johnny Depp, he is a famous film called Charlie and the Chocolate Factory, the theme of this movie is perfect match with Cadburys product. 8.Conclusion After doing the project, we discovered the products in Hong Kong are different from United Kingdom. Compared with Hong Kong, Cadbury is offer more products in UK. There are many types of chocolate products with different package in UK, for example truffles, hazelnut, peanut, toffee popcorn, Oreo chocolate and chocolate drinks. The packages are tins, boxes and bags. However, Hong Kong without these products/ Besides, the Cadburys products in Hong Kong are lack of creative packaging. They will not put more effort on designing the package during Halloween, Christmas, Chinese New Year and Easter. Thus, it cannot attract customers for buying and have no incentive on it. Moreover, Cadbury lack of direct marketing to communicate with consumers although they have advertising on TV, magazines and poster. As a result, there are some improvements. Firstly, Cadbury can introduce more products in a new product line by using brand extension. They can launch a new product or modified products in a new category under Cadburys brand name like chocolate drinks or chocolate ice-cream. From the customer perspective, they will be faster acceptance because Cadbury has long history and well-known in making chocolate. Also they can increase brand usage rate, increasing the frequency with Cadbury the consumer is consumed and making it easier to use and reduce the disincentives for use like sugar-free chocolate. Therefore, it can attract more customers to aware and buy it as the product is innovative and creative. In addition, Cadbury can operate a retail shop to sell their own products, decorating the store as a fairy tale and offering chocolate cake and chocolate drinks. So that customers can enjoy the use of these services and enhancing the brand awareness. Furthermore, Cadbury can be more concentrated on Hong Kong markets since Hong Kong market as the strategic point to enter China market, to be easier to enter China market in the future. Finally, promotion is rather important for Cadbury building its recognition. Since Cadbury can use promotional tools to persuasively communicate consumer value and building relationship with them. They cannot only have advertising on broadcast media and magazines. They can also have point-of-purchase advertising, display the chocolate products in the store shelf, thus reaching more customers and they can be aware of it. Outdoor advertising is also suitable. Signs on buses or MTR can be draw customers attention. Cadbury is the largest chocolate company in the world. We think that Cadbury do not only concentrate on the Americas markets since Asian and European markets are valuable to develop.