Wild stone - Free Essay Example

Sample details Pages: 18 Words: 5386 Downloads: 5 Date added: 2017/06/26 Category Statistics Essay Did you like this example? INTRODUCTION TO THE PROJECT What is Brand? Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to customers. Brand is a name or symbol that is commonly known to identify a company or its products and separate them from the competition. Don’t waste time! Our writers will create an original "Wild stone" essay for you Create order A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product. Brand Positioning In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Also positioning is defined as the way by which the marketer creates impression in the customers mind. The task of the marketer is to mould consumer perceptions so as to occupy the desired position for his brand. Perceptions or brand positions can be changed even if the product is the same; this is known as repositioning of a brand. Positioning has four components. The first component is the product class or the product category in which the brand is to operate. The second is the consumer segmentation. It is impossible to think of a position for a brand without, at the same time, considering the segment for which offers benefits that other brands do not. The third is the mapping of the brand in the consumer mind. Brand benefits and attributes make up the fourth component of positioning. A consumer can allot a position in her mind only to a brand whose benefits are meaningful to her. The search for vacant positions in the market must be conducted with reference to the product benefits and the preferred importance of such benefits. The position that we seek in a consumers mind is based upon the knowledge of the consumers perception of the product category. What is the imprint of the various brand in the Definition from Wikipedia The position that we seek in a consumers mind is based upon the knowledge of the consumers perception of the product category. What is the imprint of the various brand in the consumers mind? Is there a vacant position? The answers lead us to a product concept and the emotional or psychological values which it must offer. The position which a brand seeks in the target customers mind is influenced by its functional features or attributes. The attribute must be such as to make the position credible. The position of the brand is also influenced by its non- functional features comprising functional as well as emotional or psychological values. Positioning is the pursuit of differential advantage. One of the major contribution of positioning theory to marketing strategy has been to bring out the concept of dissimilarity between the brands in the minds of target consumers and to uncover the many opportunities for such perceived differentiation based upon the capabilities of the product. Who am I? What am I? For whom am I? Why me? The answers to these would determine the brands position in the mind of the consumers. Except for the most basic necessities, consumers buy product both for their functional benefits and their symbolic meanings. Consumers prefer to buy those products and brands that match best with their image of themselves. Brands can be, and are likened to people; they acquire human characteristics. This is known as brand personality. It refers to the symbolic and emotional characteristics of a brand. Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a companys management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions. COMPANY PROFILE McNroe Consumer Products Pvt Ltd 14,Netaji Subhas Road. Kolkata Phone- +91 33 22102095 Website-www.mcnroe.com Vision To become the most admirable grooming and lifestyle brand in India. The booming young adult population with high disposable income is more conscious of the latest trends than ever before. Keeping pace with changing times, the company is sharply focused to create and offer great products to the Indian Youth. HISTORICAL BACKGROUND The company was originated in the year 1986 as McNROE Chemicals. Promoted by Mr. N.K Daga. He is currently a Director in the company. McNROE Chemicals was incorporated as McNROE Chemicals Pvt. Ltd. On 26th July 1996. In September, 2009 the name of the Company changed as McNROE Consumer Products Pvt. Ltd. with a view to reflect the aspiration to be a personal care Company. The company operates on a sound understanding of fragrance and its relevance to customers. The business of the Company grew in size and stature and in first 10 years of its business successfully expanded the area of distribution of its products to the states of Eastern North East India and North Central India. PRESENT STATUS Presently the company is a 140 crore company. The companys distribution network spans across Dealers, sales agents, CF agents and Super Stockist. Company brands are distributed across the country through a team of 1200 distributors covering 380000 Retail outlets. The Company has its manufacturing units in the state of Uttaranchal. The company is currently building capability to enter and serve Modern Trade Outlets. The marketing strategy of the company has been consulted by the Future Brands. MAJOR BRANDS HEAVENS GARDEN Products- Talcum Powder, Skin Care (Anti septic Cream, cold cream, moisturizing lotion) SECRET TEMPTATION (Female Range) Products- Talcum powder, perfumeries (perfumes deodorants) WILD STONE (Male Range) Products- Talcum Powders, perfumeries (perfumes deodorants), Skin care products (Shaving cream, After shave lotion, Shaving brush, Soap) Premium range of cosmetics is marketed under the brand name SECRET TEMPTATION and WILDSTONE for female and male range respectively. Mass family segment is marketed under the brand name HEAVENS GARDEN. The range of products of company include talcum powder, cold cream, anti septic cream, deodorant, spray perfume, moisturizing lotion, After Shave Lotion, Soap. INTRODUCTION TO THE BRAND WILD STONE Living life on the edge can be intensely pleasurable. Wild Stone is for the man who enjoys unshackled pleasure Wild Stone is a quintessentially male brand, providing personal care products for young Indian males. Rough and rugged, it does away with the controlled norms of social interaction, taking contact between men and women to an elemental, instinctual level. Wild Stone bases its products on the changing needs of Indias youth. Wild Stone answers the need for fragrance on the go, with its Deodorants and Perfumes. The strong fragrances are ideally suited for Indian weather conditions. Soaps and shaving products complete a mans personal care ritual. With a wide range of fine fragrances, Wild Stone offers an international experience to its users. The brand was started in the year 2005, targeting the middle class working people. Their products are targeted at the uber-masculine male who loves living life on the edge. Wild Stone markets itself as the masculine and mysterious brand in the Indian market. The brand is targeted at male aged 22-28. All its campaigns revolve around this central theme of seduction where girls make the first move. The feeling of being seduced gives a big boost of self confidence to a man. Along with these, the brand also ensures that customers are constantly engaged with new fragrances and campaigns. The company started the brand with a tagline Wild by nature. They moved on to the Barely Legal tagline which was more subtle and had sexual Undertones. Now the brand has again a new Tagline It happens. The new tagline gives a message that Wild Stone man doesnt have to Try Too Hard. Brand anchor is Dangerous Liaisons and the brand destination is to become The iconic Indian Male Fantasy brand that owns the space of Indian sensuality. Wild Stone has grown rapidly over the last two years, to emerge as the number three brand in the fastest growing FMCG category today. It is the top brand in several states, has achieved universal awareness. With a clearly differentiated position, and strong growth across categories, Wild Stone is set for success. Wild Stone has become one amongst the top three brands in the Indian deodorant market within few years of its launch. Wild Stone deodorant has a national market share of 7.4%. PRODUCTS Deodorants TalcShaving cream Soap Aftershave Lotion DEODORANTS Night Rider Green, aromatic,floral, woody, musky Wild Stone Wild Stone Aqua Fresh Citrus, spicy, floral, ambery, woody, musky Aqua freshness with citrus and amber. Wild Stone Raw Passion Aromatic, green, citrus, slightly fruity, ambery, woody, musky Sparkling, energetic irresistibly masculine. Wild Stone Ultra Sensual Aromatic, lavender, rosemary, spicy fresh, woody, musky The classic fragrance of the Wild Stone man. Wild Stone Hydra Energy Citrus, fresh, lavender, spicy, aromatic, green,woody, ambery, musky Refreshing fragrance, perfect to begin your day. Wild Stone Forest Spice Green citrus, lavender, aromatic, spicy, woody, powdery, musky Adventurous to the core. OBJECTIVE OF THE STUDY To study the deodorants industry in India To study the companys desired consumer perception of its brand WILDSTONE To make an in depth study and analysis of the actual brand perception of the consumers To locate gaps, if any, between the desired and actual brand perception Recommend strategies, based on my project study results, to plug such gaps. Research design and methodology Sources of data collection The study is a cross sectional study. Data was collected at a single point of time. For the purpose of present study a related sample of population were chosen for the sake of convenience. Primary data: It is the data collected afresh or for the first time OR It is data which is collected by the researcher directly from the respondents. There are various methods of data collection. The ones I have used are:- Observation : Data is collected based on observation done in the market Interview method:. Collected some information by informal interviews by the target consumers at different places to formulate the correct questionnaire. Questions related to the survey were asked on one to one basis Questionnaire: Designing the questionnaire Multiple choice questions Scaling Subjective Method of sampling It refers to the method to be applied and the technique to be used in selecting the sample. Random sampling A sampling process where each element in the target population has a equal chance or probability of inclusion in the sample. Judgmental Sampling The selection of a unit, from the population based on the judgment. Judgment sampling involves the choice of subjects who are most advantageously placed or in the best position to provide the information required. They could reasonably be expected to have expert knowledge by virtue of having gone through the experience and processes themselves and might perhaps be able to provide good data or information to the researcher. Sample size A sample is a part of the total population .It can be an individual or a group of elements selected from the population. Although it is a subset it is representative of the population. The Sample size is 120. Questionnaire The questionnaire format was made in accordance to the research objective. However the questionnaire was modified as the survey progressed for the purpose of seeking more authentic information to enhance post survey analysis The questionnaire format is available in the annexure Research methodology It is a set of systematic techniques used by scientific researchers. During execution, the framework should always indicate the purpose of what one is doing at that moment The research methodology used is Descriptive Analysis study: Descriptive research (or statistical research) This research describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, when, where and how Although the data description is factual, accurate and systematic, the research cannot describe what caused the situation. The description is used for frequencies, averages and other statistical calculations. Qualitative research often has the aim of description and researchers may follow it up with examinations of why the observations exist and what the implications of the findings are. In brief, descriptive research deals with everything that can be counted and studied. However there are always restrictions to that. Our research must have an impact to the lives of people around us. Similarly the results of this project will be beneficial to both the company and the consumers since the company will use these key findings about the consumers brand and consumption perception to design its marketing and other strategical concepts to position the brand in the consumers mind. ANALYSIS OF THE STUDY As mentioned the project is relating to mapping the consumer perception about the brand WILDSTONE. Evaluating the different framework available for conducting the survey. Then shorlisting the appropriate framework. For this project KAPFERERs BRAND IDENTITY PRISM have been considered for the survey. Brand Identity Prism Kapferer has developed a brand identity prism where he distinguishes a sender and recipient side, plus an externalisation and internalisation side. The 6 identity facets express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits. The six facets of the identity prism can be described as- Physique -Physique is both the brands backbone and its tangible added value. It is the basis of the brand. An exterior tangible facet communicating physical specificities, colour, form and brand qualities. Personality- An internal intangible facet which forms the character, soul and brand personality which are relevant for brands. Culture- An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. It symbolises the organization and the value it stands for. Here culture means the set of values feeding the brands inspiration. Relationship- It is the handshake between the consumer and the organization. Reflection It is the consumers perception about the product. Self image-If reflection is a targets outward mirror, self image is the targets own internal mirror. Through our attitude towards certain bran, we indeed develop a certain type of internal relationship with ourselves. An external intangible facet reflecting the customer attitude towards the brand. These six facets define the identity of the brand as well as the boundaries within which it is free to change or to develop. It demonstrates that these facets are all interrelated and form a well structured entity. Kapferers brand identity prism defines the following: The brands particular vision and aim What makes the brand different What need is the brand fulfilling What are the value or values What is its permanent nature What are the signs which make it recognizable BRAND IDENTITY PRISM OF WILD STONE DATA ANALYSIS The following are the results of the survey done for the brand Wild Stone.The questionnaire was designed based on the Brand Identity Prism.The 6 identity facets of the prism express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits. 1. What is your Profession? 69 percent of the target consumers were serviced based people. 31 percent people were business men. 2. Why do you use deodorant? A question was asked by the people relating to the utility of deodorant to them.43 percent of the people use deodorant for freshness. 23 percent of the target consumers use it for removing body odor. 3. From where do you purchase deodorant? 4. How do you give importance to the factors while purchasing a deodorant? (Rank 1 for the highest priority and 5 for the lowest) When the target consumers were asked about the priority they have before purchasing a deodorant for themselves, 43 percent people go for the fragrance. They give importance to the smell of the deodorant. 27 percent give importance to the brand of the deodorant. 5. Which brand of deodorant do you use? (The survey was done for the 3 brands of deodorants. Axe, Park Avenue and Wild Stone. The survey of the customer was not considered if he used any other brand of deodorant.) 48 percent of the target consumers are the users of AXE, an HUL product. Axe holds the major share among the other brands of deodorants i.e Park Avenue and Wild Stone which holds 24 and 28 percent respectively. PHYSIQUE An exterior tangible facet communicating physical specificities, colour, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone. 6. How do you recognize the Wild Stone products? ATTRIBUTES NO. of RESPONDENTS COLOR 77 LOGO 14 PACKAGING 12 SCRATCH MARK 20 NON PHYSICAL 19 * More than 1 answer was also given by the target consumers. For eg. a consumer may say that he recognize the product by the color and logo. An open ended question was asked by the target customers about the recognition of the Wild Stone brand. The question was asked by the consumers to know what makes them recognize the brand Wild Stone. As surveyed with 120 target consumers, 64 percent people recognize the Wild Stone brand products by the color. Around 12 percent people recognize by the logo unit of the brand. Only 17 percent people were able to recognize the logo unit of the brand i.e. the Scratch Mark. Few people recognized the product from their overall packaging unit. 7. Which color comes to your mind when you think of the Wild Stone product? ATTRIBUTES NO. of RESPONDENTS BLACK 47 RED 20 GREEN 06 BLUE 23 GREY 07 BROWN 03 SILVER 20 YELLOW 01 * More than 1 answer was also given by the target consumers. Again an open ended question was asked to the target consumers to know what color comes in their mind when they think about the Wild Stone brand.39 percent of the target consumers responded the color black .17 percent consumers perception matched with the companys view i.e. the color Silver .The company associated silver with the brand. As the color silver signifies self-confidence and self-assurance. However, majority chose the color black with the brand. 8. Other than the Brand name, what symbol in the product helps you recognize the product? ATTRIBUTES NO. of RESPONDENTS SCRATCH MARK 22 NONE 98 Logo unit helps to recognize the brand easily. Logo units are the representatives of the brands. Only 22 of the target consumers recognized the symbol in the product i.e. the scratch marks. PERSONALITY An internal intangible facet which forms the character, soul and brand personality which are relevant for brands. 9. If Wild Stone a man, which age group should he belong to? ATTRIBUTES NO. of RESPONDENTS 18-22 37 22-26 67 26-30 12 30 ABOVE 04 The brand identity prism focuses on the personality of the brand. The intangible facets like the age, the character etc. of the brand. The company has positioned the brand to reflect the person belonging to the age group between 22-28. Around 56 percent of the people matched with the companys perception.31 percent of the target consumers perceives the brand to belong to the age group of 18-22. 10. Which celebrity would you suggest who should endorse Wild Stone? ATTRIBUTES NO. of RESPONDENTS AKSHAY KUMAR 46 EMRAAN HASHMI 40 RANBEER KAPOOR 18 AAMIR KHAN 11 NONE 05 As the company says the brand is definitely for male. Wild Stone markets itself as the masculine and mysterious brand in the Indian market. All its campaign revolve around the central theme of seduction where girls make the first move. Had Wild Stone been a person, its appearance would have been a masculine type. Company feels the brand as the masculine and the mysterious type.38 percent of the target consumer feels that Akshay Kumar is the better choice who can endorse the brand. Akshay Kumar the action hero is known better for his masculine nature. So the majority feel Akshay Kumar as the best option for endorsing this brand. They have the same perception as the company. Company also positioned the brand as mysterious if a person.And around 32 percent of the target consumers feel Emraan Hashmi (better known for his mysterious characters in Bollywoodmovies) can be a better option for endorsing the brand. 11. What sort of games would Wild Stone play, if a man? ENJOYS A HINT OF DANGER ATTRIBUTES NO. of RESPONDENTS BUNGEE JUMPING 20 RIVER RAFTING 48 SKIING 12 RUGBY 32 CRICKET 08 The Wild Stone brand as a person will enjoy a hint of danger. Company positioned it as a brand which enjoys the risk and adventure. The danger with that adventure is enjoyed. Bungee jumping is considered as the most dangerous game among the options given. 20 people of the total 120 believe that the brand Wild Stone if a person will enjoy Bungee Jumping. But 48 out of 120 believe that Wild Stone as a person will enjoy river rafting the most as it appeals more thrilling and adventurous. REFLECTION- An exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand the way the brand connect to its customers. 12. If Wild Stone were a person, rate the following attributes: (1 denotes for Strongly Agree and 5 for strongly disagree) ROUGH RUGGED 1 2 3 4 5 60 29 14 10 07 DYNAMIC 1 2 3 4 5 36 33 35 12 04 DANGEROUS 1 2 3 4 5 19 20 24 32 25 ADVENTUROUS 1 2 3 4 5 47 39 18 08 08 CULTURE- An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. It symbolises the organization and the value it stands for. 13. If Wild Stone a person, please rank its modernity. ATTRIBUTES NO. of RESPONDENTS VERY MODERN 43 MODERN 69 LESS MODERN 05 SLIGHTLY CONSERVATIVE 02 CONSERVATIVE 01 VERY CONSERVATIVE 0 The company positioned the brand to be modern. It belongs to the young generation. 58 percent of the target consumers feel the same. 14. If Wild Stone a person, which nationality would he belong? The nationality plays an important role in understanding the cultural background of the brand the consumers would associate it to. ATTRIBUTES NO. of RESPONDENTS INDIAN 69 AMERICAN 20 BRITISH 01 CUBAN 01 FRENCH 05 GERMAN 05 AFRICAN 02 ARGENTINA 02 AUSTRALIA 02 ITALIAN 02 UK 03 PARIS 02 OTHERS 06 The brand belongs to the Indian Nationality.58 percent of the target consumers say that the brand is the Indian brand. It belongs to the Indian nationality.17 percent of the target consumers say that the brand is of American nationality. SELF IMAGE Self-image is the external intangible facet reflecting the customers attitude towards the brand. These inner thoughts connect personal inner relationship with the brand. So called: the target internal mirror 15. Describe people who will be users of Wild Stone brand. ATTRIBUTES No.of RESPONDENTS YOUNG 58 MUSCULAR ATTRACTION 56 STRONG INTERNAL ENERGY 04 ADVENTOROUS 09 WILD 02 ATTRACTIVE 15 * More than 1 answer was also given by the target consumers. When the Wild Stone users were asked about how they feel when they use the Wild Stone deodorants or how they felt personally when they use the product, most of the responses matched with what the company positioned its brand. The people were asked to describe the users of Wild Stone.48 percent of the target consumers feel the users of the brand as young. 47 percent feel the users of the brand have muscular attraction. Attributes like adventurous,wild, confident and attractive were also added to describe the users. RELATIONSHIP It is the handshake between the consumer and the organization.An exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand, the way the brand connects to its customers. 16. Which of the activities will the Wild Stone man enjoy the most? Fig. 20 ATTRIBUTES NO. of RESPONDENTS BLIND DATE 64 ADVENTOROUS TRIP 22 OTHERS 34 The relationship in the brand identity prism of Wild Stone brand has exciting possibilities. The brand Wild Stone gives its users an exciting feeling of possibilities. In the survey done, blind date was considered the most exciting possibility followed with the adventurous trip.53 percent of the target consumer go with the option Blind date. 18 percent go with the option adventurous trip. COBWEB REPRESENTATION COBWEB is a method to represent the data. It analyzes and shows the difference between the consumers data and the companys data. This is designed with all those attributes which are required in the brand identity prism. Fig. Cobweb This is the Coweb representation of the data. Basically it analyzes and shows the difference between the consumers data and the companys data. This is designed with all those attributes which are required in the brand identity prism. Company gives its own priorities to the following attributes i.e which attribute is more important for their brand with related to others. ATTRIBUTE COMPANY CONSUMER SILVER 5 0.83 LOGO UNIT 4 0.58 SCRATCH MARK 5 APPX 1 YOUNG 4 3.2 MASCULINE 5 1.6 MYSTERIOUS 3 1.58 ENJOYS A HINT OF DANGER 4 0.83 INDIAN 5 2.9 MODERN 4 2.8 ROUGH RUGGED 3 2.5 DYNAMIC 4 1.4 MUSCULAR ATTRACTION 5 2.4 STRONG INTERNAL ENERGY 5 0.16 There are 6 identity facets in the brand identity prism. Thesefacets express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits. Following are the six facets of the prism: Physique Personality Relationship Culture Reflection Self-image PHYSIQUE-This represents an exterior tangible facet communicating physical specificities, colour, and form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone. Silver i.e. the colour of the product, logo unit,scratch mark are following attributes which belong to this entity. Questions were asked to the respondents regarding the physique of the brand. The following table shows the result of the survey conducted on the consumer preferences: SILVER 0.83 Logo Unit 0.58 Scratch Mark Appx 1 PERSONALITY-This represents an internal intangible facet which forms the character, soul and brand personality which are relevant for brands.Company targets people having an age group of 22-28 (Young adult). The Brand is Masculine, Mysterious and it also enjoys a hint of danger. Respondents were asked about the hint of danger and adventure a wild stone man enjoys. Two options were based on the companys point of view. Bungee jumping (considered as one of the most dangerous game) and River rafting (considered as one of the dangerous as well as adventurous game). 17 percent agreed with bungee jumping and 40 percent agreed with River rafting.Following scorings are developed after the survey conducted on consumer preferences and awareness: Young Adult 3.2 Masculine 1.6 Mysterious 1.58 Enjoys a hint of danger 0.83 (bungee jumping) RELATIONSHIP-This represents an exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand the way the brand connects to its customers. Relationship is actually a handshake between the company and the consumer. The way a brand connects to its customer. Exciting possibilities scores 2.6 in the scale of 1 to 5. CULTURE-Culture is an internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. The company states its brand as modern as well as Indian.The following table shows the result of the survey conducted on the consumer preferences: INDIAN 2.9 MODERN 2.8 REFLECTION Exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand the way the brand connect to its customers. The company assigns the brand wild stone with attributes like Wild, Rough and Rugged and Dynamic.Following scorings are developed after the survey conducted on consumer preferences and awareness: Rough rugged 2.5 Dyanamic 1.4 SELF-IMAGE -This shows an external intangible facet reflecting the customer attitude towards the brand.These inner thoughts connect personal inner relationship with the brand.So called the targets internal mirror. Strong internal energy and Muscular attraction belong to this entity. Muscular attraction scores 2.4 in the scale.After surveying the market following results were found: Muscular Attraction 2.4 Strong Internal Energy 0.16 Few strategies will be applied later to knockout the gap which is found in few attributes. Focus should be made to make people or the consumers more aware about the brand. SUGGESTIONS SUGGESTION 1 PHYSIQUE Wild stone deodorants were launched in a silver color bottle. The silver color of the bottle symbolizes self assurance. After 3 years, company launched three different variants of fragrance but in a different packaging colors. The packaging color should not be changed so frequently. People recognize the product by its physical appearance too. They also recall the product by its color, logo etc. The color of the Wild stone product is being positioned in the consumers mind slowly. Axe was launched in India in the year 1999. Since then the product has the same packaging color i.e black and is the number 1 brand among the deodorant sector. So the company should not change the color of the packaging so frequently. This makes consumers confuse about the actual brand. SUGGESTION 2 BRAND LOGO AND BRAND SYMBOL Survey results show that only a few percentage of the target consumers were able to recognize the brand logo unit and the symbol. The company should increase marketing of its brand by designing campaigns focused on the brand, showcasing only the logo. This will help the brand gain more prominence of identity in the consumers mind. Repetitive advertising, with added focus on the logo unit, should be implemented to increase brand familiarity People associate the logo and color with the brand. A strong association makes sure that the products has a high top-of-the-mind recall SUGGESTION 3 CULTURE Consumers tend to perceive the origin of the product by its name rather than reading the label to find out where it is really made. Wild stone is an Indian brand. Every advertisement of wild stone has an essence of Indian tradition. The background music, the women in saree and the company dont take foreign models for the advertisement. STRATEGY-New variants with suffixes added to the brand name, which relates to the Indian tradition. For example they can try the name as Wild Stone SUTRAZZ.This will be an innovative way to appeal to the Indian masses. A line of variants with such words portraying seduction can be launched SUGGESTION 4 SALON PRESENCE Wild Stone products are not available in salons. Brands like AXE and Park Avenue are the major competitors of Wild Stone. Their products are available in saloons. Firstly, It will also make customers aware about the Wild Stone products available in the market and also make them aware about its new launches. Secondly, it can help the company to increase sales. So the company can launch a new package of their products suitable for salon. SUGGESTION 5 INNOVATIVE DISPLAY As we see that every soft drink companies provide a small refrigerator to the shops where they sell their products. These refrigerators are used to store and display their products. Wild stone should provide dummy refrigerators to the shops who buy huge amount of wild stone deodorants from the company to sell. These small refrigerators should be designed such a way that it can display the deodorant bottles. Adding to this innovative idea is to add a new tagline which resembles with the brand and says why the brand is stored in the refrigerator. Eg. Too hot to resist. SAMPLE SUGGESTION 6 SOCIAL MARKETING Digital marketing spends in the Indian ad industry is estimated to be a meagre Rs. 900 crore, only 4% of total marketing expenditures. Yet its reach moves in a geometric progression and is considered the most effective way to tap the internet savvy Generation X. Getting a online web space on social networking sites and blogs has become a bare minimum requirement. STRATEGY-Interactive rooms (that is monitored 24*7) provide consumers to express must be established. The level of interactivity will define the point of difference. Additionally chart buster music and genres that correlate with the brands positioning, can be made available for free downloads. CONCLUSION Wild Stone as per the survey has a wide acceptability in the market. The core concept is the brand to become the iconic Indian Male Fantasy Brand that owns the space of the Indian sensuality. Wild Stone bases its products on the changing needs of Indias youth.The brand provides products like deodorants and perfumes.The soap and shaving products complete a mans personal care ritual. The project provides a deep insight about the brand and how it is positioned in the market.The project gave an idea of the brands desired perception i.e what attributes the company want consumers to relate it with its brand and what is the actual perception of the consumers towards the brand.Finding the gap and fulfilling them by new strategies and innovative ideas. Wild Stone has a good scope to increase their market share by making launching variants in their products and using strategies to knock out the gap which prevails between the consumer perception and the companys perception.

Analysis Of Aldous Leonard Huxley s Life - 862 Words

I. Based on the information I read from www. SomaWeb.com, Aldous Leonard Huxley was born on July 26, 1894 in Godalming, England. a. Huxley was born into a family of wealthy elites with a history of achievements. b. On his father’s side, Leonard Huxley, was his grandfather Thomas Henry Huxley, who was a prominent biologist in the development of the theory of evolution. c. On his mother’s side, were poets and novelist including Matthew Arnold and Mary Augusta Ward. II. As for his education, he attended several prestigious institutions which further contributed to his work. a. From grades 5 to 9, he attended Eton College in Eton, Berkshire. i. Eton is a boarding school for independent English boys that was opened in 1440. b. From there, he went on to attend Oxford University and one of the constituent colleges, Balliol College. III. Lastly are the experiences that shaped both his character as well as his writing. a. At age 14, his mother had passed away due to cancer. Huxley had later said that his mother’s death gave him a new awareness on death which is reflected in his novel, â€Å"Brave New World†. b. At age 16, Huxley suffered from an eye illness which was said to be keratitis, an inflammation of the cornea within the eye. i. This resulted in Huxley being unable to enlist in the military and participate in World War 1. ii. This also prevented him from doing scientific research of his own. Transition #2: Aldous Huxley was known for numerous pieces of writing including letters,

Issues and Trend Affecting Global Business

Question: Discuss about theIssues and Trend Affecting Global Business. Answer: Introduction For quite a long time, business was looked at from a point of view that it was an a competition enterprise usually operated by owners using principles that required the stakeholders to observe and exploit a competitive edge in order for the business to survive. At the end of the competition, there could only emerge one winner. Due to this factor, businesses employed all means to gain a competitive advantage and ensure survival under the stiff competition. However, today due to the technological innovations, there has been an increasingly growing change in the involvement of various businesses in the world (Zhou, etal, 2007). Today, most success businesses are measured by the degree of collaboration they are able to enhance with other businesses in the market. Businesses have changed their focus to entail expanding output which is propelled by diversification and innovations in new sectors. As a result, today more and more businesses are increasingly engaging in online retail shopping (Wright Ricks, 1994). Technology giants such as Amazon and Google have moved in to transform the world of business. Competition has shifted from local to global as the businesses have expanded their market to entail all those across the world who have access to the internet. Competition does not only come from those in the same sector but rather includes those from other sectors who are able to identify an opportunity. Trends in Online Shopping in Developed and Developing Nations Online retail shopping is increasingly changing the trends in world business. Too much focus that was put on bigger business is slowly shifting and as a result, small and the once little known businesses are increasingly gaining momentum. They have realised that they can increase sales when they sell online. The prices are also competitive when goods are sold online. Due to the competitive nature of online retail shopping, many businesses all over the world have embraced this new form of marketing and as a result, new trends have emerged in the world of online retail shopping across the world; both in the developed and developing nations (Oshri, etal, 2009). They include; Increase in the Number of Business Unlike in the past where successful businesses were attributed to well-connected individuals who owned a lot of money that they could use to travel across the world to market their business, today chances of a poor man starting a business and succeeding is high. The cost of marketing a product has significantly reduced. As a result, the number of businesses starting are increasing each and every day. This phenomenon has served to rescue the developing nations especially African nations from exploitation from developed nations (Sarkar Cavusgil, 1996). Gone are the eras when the developed nations could siphon raw materials from the developing nations into their own territories at literally no cost. The developing nations can easily access the market and sell their products at competitive prices. Growth in the Field of Technology Most businesses in the world today have shifted their attention to online retail shopping. As a result, the world of technology is increasingly growing. In nations all over the world, technology has been embraced in various field such as governance, ecommerce among others. The over concentration on technology has seen various innovations in this field such as introduction of very high and efficient internet such as 4 G. Moreover, various marketing websites such as Amazon, Google among others have been formulated. However, in the developed nations, the field of technology is more advanced than in the developing nations. Nonetheless, developing nations have embraced technology and as a result, very many businesses in the developing nations have embraced online retail shopping (Huang Palvia, 2001). This has seen expansion in the economy of the developing nations from third world economies to middle income economies. Increase in the Market of Goods and Services Online shopping enables people from all over the world to have access to goods and services produced from the most remote parts of the world instantly. This has served to broaden the market for products hence improved the world economy (Elkington, 1994). Through online shopping, the world has become like a global village where one can access goods at their beck and call. From the comfort of their sitting rooms, people all over the world can serve as market to goods products millions of miles away. A Shift in Communication Trends Online marketing has reduced the type of customer-client interactions where the retailer could meet the customer and they could communicate face-to-face. Today, the exchange takes place via the internet hence marketers have to change the way they communicate and interact with customers (Celik, 2011). Conclusion Online retail shopping has completely changed the scope of business. New trends have emerged as a result. Success in the world of business has been made easier. Unlike in the traditional marketing where competition was focused in the same sector, today business competition has become diversified. Products can compete for customers without necessarily being from the same sector or even knowing one another. However, online shopping is a positive phenomenon to the world economy as it has increased the number of businesses in the market hence raised the competition and eventually increased the rate of innovation as the businesses strive to excel in the world arena. Recommendation Technology is good thing and has enhanced the ease of doing business. However, there are some additions that would make online retail shopping even better. For instance; Measures should be put in place to control negative content channelled by technology to society. Traditional shopping strategies should be incorporated with the online shopping strategies to achieve maximum gain from business. For instance, traditional emphasis on effective communication should be emphasised as it produced good character and promoted professionalism in business. References elik, H. (2011). Influence of social norms, perceived playfulness and online shopping anxiety on customers' adoption of online retail shopping: An empirical study in the Turkish context. International Journal of Retail Distribution Management, 39(6), 390-413. Elkington, J. (1994). Towards the sustainable corporation: Win-win-win business strategies for sustainable development. California management review, 36(2), 90-100. Huang, Z., Palvia, P. (2001). ERP implementation issues in advanced and developing countries. Business process management journal, 7(3), 276-284. Sarkar, M., Cavusgil, S. T. (1996). Trends in international business thought and literature: A review of international market entry mode research: Integration and synthesis. The International Executive, 38(6), 825-847. Oshri, I., Kotlarsky, J., Rottman, J. W., Willcocks, L. L. (2009). Global sourcing: recent trends and issues. Information Technology People, 22(3), 192-200. Wright, R. W., Ricks, D. A. (1994). Trends in international business research: Twenty-five years later. Journal of International Business Studies, 25(4), 687-701. Zhou, L., Dai, L., Zhang, D. (2007). Online shopping acceptance model-A critical survey of consumer factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41.

Pest Anlysis of Sony free essay sample

Pest analysis is another marketing tool. Pest analysis examines the changes in the marketplace caused by political, economic, social and technological factors. Political factors changes involve one party to another who are in control. For example rises in private healthcare and privatisations, which is under the conservative government. Economic factors changes include changes such as a recession creating activity at the lower ends of the product price ranges. Also for instance the rate of interest rates rising depressing businesses, causing redundancies and lower spending levels Social factors changes include changing lifestyles and attitudes. The increase in women leaving work. , Also leading to the need for-time saving produces for home Technological factors involves changes as the public see it, this creates opportunities for the new products and product improvements and marketing techniques such as the Internet, e-commerce. Political factors within Sony Political factors can have a direct impact on the way Sony operates. Decisions made by government affect every day businesses and can come in the form of policy or legislation. The political factors have a huge influence upon the regulation of businesses. Political factors effecting Sony can include the government laws such as the introduction to the minimum wage affects the employees of Sony as the hourly rate increases each year, every time the minimum wage increase Sony will have to pay taxes. This means less profit for Sony, unless they increase prices of items. Introduction on euro makes trading easier, the exchange may drop in the UK, making Sony easier to expand. The policy Protectionism puts barriers on imports into a country to protect domestic producers which can affect the imports of Sony product in a positive light. Economic factors within Sony The economic factors effecting Sony can include the fall of Interest rates are low. Interests each year has decreased drastically overall from 1998 6. 25% to 2001 of 4%, leaving the average rate of 5. 4%. When Sony has to pay interest on loans, the fall in interest rates reduces interest costs for in Sony. Alternatively a rise in interest rates will increase interest costs for the business. On the contrary High interest rates can make the pound an attractive currency for foreign investors, who can invest in the pound and raise its value relative to other currencies. When the pound has a high value relative to other currencies it is difficult to export from the UK, as UK exports are overpriced internationally, but it is cheap to import goods into the UK. Meaning it is a good time for Sony to expand the business further. Analysed from statistics unemployment rates have decreased each year from 1998 to 2002. From the rates in 1998 it can be identified judging from the average rate it has decreased by 1. 1%. The fall in unemployment rates may cause Sony some problems in the process of recruiting new employees in to the business. Exchange rate each year has decreased despite in the final year 2001 and 2002 the exchange has increased by 0. 6% summing the average to 1. 5. Inflation rates over the period of 2000 to 2003 have decreased each year. Exchange rate each year has decreased despite in the final year 2001 and 2002 the exchange has increased by 0. 6% summing the average to 1. 5. Inflation rates over the period of 2000 to 2003 have decreased each year. Social factors Social factors include the demographic and cultural aspects of the external environment. The social and cultural influences of Sony vary from country to country. These factors affect Sony customers needs and size of potential markets. Social factors include health consciousness of customers, customers health rates my be decreasing meaning les customers within Sony. The population of growth can affect Sony as the most increasing ages begin from 50+. The older population may not be interested in the latest Sony products include more features despite the greater income they may receive. The older population tend to be interested in the simplicity of products. The varied countries such as third world countries. For example some Asian and African countries may not be able to afford to buy Sony products, which sell quite expensive products, instead these consumers will alternatively buy a cheaper brand. If consumers of Sony work fall hours at there place of work, consumers leisure time will be limited meaning less view of the Television and entertainment products which Sony specialise in. Changes in home life have a major influence on attitudes and expectations. Telephone and catalogue sales are increasingly popular. Technological factors of Sony The technological factors include Mechanisation and automation, Processes, Invention and innovation and Internet. Within the UK there may be a shortage of IT worker which can causes a hinder to Sony, within the IT department, shortage of IT worker can cause inconsistency when a computer breaks. Mechanisation and automation- The production, storage and marketing of Sony products can be affected by the increased use of new technology such as televisions now being attached to DVD’s and VCR’S, downloading, buying illegal products. Processes – the need to cut costs, speed up production and compete effectively is a huge driver with Sony. Invention and innovation – The need to create new technology and new productions within Sony can be a major drive for the research and development department within the company. A business such as Sony who have achieved a breakthrough which is patented is a major sustainable competitive advantage over other competitors. For example Sony are spending millions on updating, adding new features onto products regularly. Internet – the use of the Internet for business-to-business transactions, such as relations with the suppliers and supply chain management of Sony is the most important technological change currently affecting Sony. The way in which Sony respond to developments such as creating new products can determine their competitive future.

Tips for hiring freelance essay writers with Speedy essay

Time has changed a lot of things. It has made a number of things easier for us and that’s the reason why we are living an easy life now. Along with all this the human resource companies and people are facing difficulties and are bring given special training for hiring process. In this era where technology is at its peak there are lots of freelance workers, hiring the right person is very important in freelance work because you don’t know that person you don’t even get to meet that person in some cases. Here are some of the useful tips for hiring a freelance worker especially freelance essay writers as the hiring rate of freelance essay writers UK is high: Conduct a telephonic or video interview: interviews are an important part of any job may it be a freelance job or a full time office job. Nowadays many companies conduct a telephonic interview or a video interview through Skype or other software in order to know that person better. It gives you a clear picture of that person and his/her intentions towards a job. Meet and take interview in person: meeting a person and taking live interview in person is always a better experience but of course in some cases its not possible. Try if you can meet the candidates and take an interview as this will help you a lot in making your final decision. The candidate’s posture, gesture and attitude will give a pretty clear hint of his/her intentions towards the particular job. Look for an experienced writer in case of big tasks: if you are hiring essay writers UK for some big and really professional assignments and task then make sure you hire an experienced writer who is professional and have good enough experience to work on the project you are offering as you just cannot afford messing things up in a big project. For small projects hire the entry level writers: if you are hiring people for small projects then you can even hire people with little or no experience at all. These might be students who would want to work part time. They will not even charge much and will deliver good quality work to you and on time. Don’t just judge them by their previous work: many people hire writers based on their previous work record but people and their skills do change with time that’s why don’t judge and make a perception about any writer by looking at his/her previous work. It is always better to have a look at a recent writing content. Ask them to write a sample essay: along with asking for their work that they have done also ask them to write a sample essay for you. This will help you in making your right decision. You will get to know the writer’s skills and his/her writing ability. Also make sure you ask them to write the sample on a similar genre.

Just Breathe Essay

Just Breathe Essay Just Breathe Essay Just Breathe†¦ The sun beamed down in sweltering waves of heat. It was the kind of dry heat that peeled the paint off of houses. I packed my lifeguarding bag taking as much time as possible. Folding each towel and article of clothing neatly before tugging the zipper of my bag closed. Walking out to my car I allowed my head to hang down facing the steaming asphalt. Unlocking my car doors I placed my bag in the passenger seat and slipped into my car hoping to find some relief from the scorching heat. Much to my dismay my car was identical in temperature if not worse than outside. I turned the key in the car’s ignition. A large piece of me wishing the engine wouldn’t start so I would have a valid excuse to miss my class. Disregarding my wishes the engine started with ease. This was it. I started toward the pool hall with all the windows down; relishing in the chilled summer air flowing through the windows and swirling inside my car. I trudged into the pool hall and entered the change roo ms. Unloading my lifeguarding bag taking the same time and amount of care as when I had packed it. Quickly I rinsed my body in the facilities’ showers before my grueling six hour examination began. I made my way towards the pool doors, but before my fingers could come in contact with the slender handle; the pool doors swung open as the children and their parents from the previous lesson fled through their metal arches. The stench of chlorine permeated the dense sticky air. Water lapped across my feet. My wrinkled toes curled over the pools smooth tiled edges. A dark navy bathing suit that was much too tight donned my glistening skin. I lowered my body into the frigid water clinging to the pools walls. Attempting to steal the minuscule amount of warmth they possessed. This was it. My final opportunity to successfully complete the hundred meter underwater swim. The concept of swimming a hundred meters underwater didn’t strike me as hard until I realized you only get one breath. My mind quickly became consumed with thoughts of defeat and failure. I gnawed on my bottom lip until I felt the red metallic tasting fluid from within hit my tongue. It was finally my turn to try and redeem myself. I let my fingers fall from the pools smooth and comforting edges and slip into the chilled water. Tiny curls laid against my forehead as my eyes stayed level with the water. Taking a deep breath I submerged myself into the icy depths of the pool. Pulling my body against the water as fast as possible I began to feel a burning sensation come from my lungs and what little oxygen I had left escaped through my pursed lips. Frantically I scrambled to reach the pools surface looking for the smallest breath of oxygen to relieve my flaming lungs. I had failed and no more than a mere meter from my body was the opposite pool wall. My checkpoint was within a seconds reach and I had failed just like I previously predicted. I made my way to the wall slowly letting the water lap across my face not much caring if it stung my eyes. The instructor gazed down at me with a look of pity written on her face. I threw myself over the edge of the pool and laid in the puddle of my own failure while the others continued to retest and complete their previous failures. The buzzer cut through the air and awoke me from my daze signaling the end of class. As I started to gather my belongings and make my way back to the change room the instructor pulled me aside. I stood in front of her looking at the pattern of tiles in the pool deck not wanting to make eye contact but once she started to speak I did. Knowing it would be rude not to despite how much I felt like wallowing in my self disapproval. She must have seen something in me that I

Nutrition project 2 Essay Example | Topics and Well Written Essays - 1000 words

Nutrition project 2 - Essay Example Write a brief (one-page) summary of your interview. Pay a visit to your favorite fast food restaurant. Ask an employee to provide you with nutritional data on the meal you most commonly order there. Most national fast-food chains make this information available to customers. If it is not available in person, use your Internet access and look online. Some fast food restaurants make this information available on their websites (for example, McDonald’s or Burger King). If it is not available, ask at the restaurant for precise ingredients and serving sizes, and use Appendix A in your textbook to figure out the nutrient profiles yourself. What is the serving size for each item? How many calories in each? How much total fat is in your favorite meal? How much saturated fat is in each item? trans fat? Assume that you consume an average of 2,000 kcal a day. What percentage of your recommended daily fat intake is provided by this single meal? What percentage of your total energy? Go to your local grocery store or health food store and check out the labels of three different brands of â€Å"protein bars.† Try to find similar flavors for each brand (e.g., chocolate, lemon, etc.). For each item, document: Make a chart comparing your findings. Based on your data, rate the bars from most to least nutritious, and provide the rationale for your rating. Finally, calculate the average price of a protein bar. How much protein are you getting for your money? How does this compare with the cost of other â€Å"portable† sources of protein, such as yogurt, prepackaged cheese and crackers, or a peanut butter sandwich? I interviewed a middle-aged lady friend who suffers from Type II Diabetes. She was first diagnosed with the condition three years ago. She found out about her condition after visiting her family doctor following recurrent bouts of feeling sickly. During her check-ups, the doctor tested her blood sugar levels that were high. At first, the diagnosis was