Analysis of Shakespeares The Tempest - The True Villain :: Shakespeare The Tempest

 The True Villain of The Tempest    On June 2, 1609, five atomic number 6 colonists set out in nine ships from Plymouth in association with the imperial Virginia Company. It was the aim of this expedition to fortify John Smiths colony in Virginia. While eighterer from Decatur of the partys vessels securely arrived at Jamestown, the flagship, called the Sea Adventure , was conspicuously absent. This ship --which carried the fleets most valuable cargo, the admiral Sir John Somers and the future governor of Virginia Sir George Somers --was separated from the other eight during a fierce combat off the coast of Bermuda, the legendary Isle of Devils, dreaded by superstitious sixteenth-century sailors. William Strachey describes the tempest which precipitated the ships wracke in a letter go out July 15, 1610 a dreadfull storme and hideous began to blow from out the North-east, which swelling, and roaring as it were by fits, some houres with more violence than others, at length did beate all light from promised land which like an hell of darkenesse turned blacke upon us, so much the more fuller of horror. The Sea Adventure was rebuilt on the island, which was not as menacing as the storm itself, and nearly a year later the ship rejoined the fleet in Virginia. By many, this was deemed a miracle.Some believe it was this shipwreck that prompted Shakespeare to write this political, yet fishy play which involves usurpation, mockery, love, reconciliation and forgiveness.It all starts with Prospero, the rightful Duke of Milan, being banished by his brother, Antonio, who illegally usurps the throne. Basically, the first thing Antonio does in scene I is curse the boatswain Hang, cur, hang, you whoreson, meretricious noisemaker, we are less afraid to be drowned than thou art. This already suggests that Antonio is not the nicest of dukes. He is a very authoritative man, he need not do anything, he lets people do it for him. As the ship splits, he still cur ses the boatswain and does not get involved with the desperate attempts of the mariners to steady the ship.When they find themselves set-apart on the remote island, all except Antonio and Sebastian see that which is good around them, Gonzalo remarks how their clothes are surprisingly clean. Antonio and Sebastian mock Gonzalo and the others for seeing good where they only sees corruption and corruption. Their cynicism clearly show they do not agree, they mock them with witty word-play

La Grotte Cosquer :: Pre-Historic Art Essays

La Grotte Cosquer Not too long ago Henri Cosquer was swimming, 110 ft. infra sea level, through a long, narrow, and treacherous entry passage, the warm Mediterranean waters closing in all around him. The darkness was so midst he could almost feel it. Finally, after what seemed an eternity, Henri pulled himself out of the murky waters and onto the rough, dry floor of what seemed to be a large hollow out. After his eyes focussed and his breathing had settled back to its normal rhythm, Cosquer beheld a sight not seen by human eyes in over 12,000 years an unmolested, unspoiled cavern last occupied by the mysterious Cro-Magnons who painted the spectacular designs on the soft st wholeness walls of what would later be known as La Grotte Cosquer. Cosquer cave was first discovered in 1985. Professional deep-sea diver Henri Cosquer discovered the 175-meter tunnel below Cabo Morgiou near Marseilles, France (The Cosquer Cave). It was not until 1991, when Cosque r returned to the grotto, that he noticed a single hand print silhouette that lead to the discovery of several dozen prehistoric paintings and engravings (Grotto Cosquer). As soon as the cave was report to authorities at the French Ministry of Culture, Jean Clottes and Jean Courtin were sent to oversee the research of this incredible find. Jean Clottes currently serves as General Conservator of the study Heritage and Advisor on Prehistoric Art to the French Ministry of Culture and the French Community. Jeans Courtin was previously in charge of antiquities in the Provence region of France and Co-Director of Research for the guinea pig Center for Scientific Research (The Cave Beneath the Sea). Under Clottes and Courtin many facts about the origin of these paintings have been uncovered. Apparently the creators of these prehistoric works of nontextual matter used a pallet of colors consisting of hematite or ochre for the red mineral pigment, and manganese di oxide for the charcoal black pigment. Only about one third of the total artwork in Cosquer is done using paint the others are engravings done in the caves soft limestone walls (Grotto Cosquer).

surfing :: essays research papers

Surfing is the sport of riding a surfboard toward the shore on the crest of a wave. It is an amazing sport to learn and it gives the rider a hell of an adrenaline rush There are three major phases of surfing paddling, push up and the standing position. This report get out give you a full understanding of the correct techniques to use while surfing and it also describes the basic structure and puzzle egress of the muscular-skeletal and cardio-respiratory systems of the human body. It will also describe the many assorted energy systems and how they change when surfing. Getting StartedBefore catching the massive waves its a costly idea to practise getting used to surfing on the white wash. The white wash is where the waves break and it is the easiest wave to catch. Strap your leg rope (or leash) to your ankle, and traveling bag the slack so you dont trip as you enter the water. The first phase in surfing is paddling. To start off you will indigence to learn how to successfully c atch a wave. Its a good idea to watch other surfers get into the water, and observe the route they use to boat paddle out. To paddle, you first lie on your surfboard to do this body weight needs to be positioned along the centre of the board. Your feet need to be raised or so off the end of the board. Your body needs to be far enough back to keep the nose of the board about a couple of inches out of the water. If you are too far forward on the board you will notice that the nose of the board keeps dipping underwater making it very difficult to paddle. It will take time to find the most comfortable position.Try to be balanced on the board and paddle at almost the speed of the introduction wave. Raise your head when you paddle with arms bent at the elbow approximately ninety degrees. Reach out with one arm at a time, cupping your hands to make a scoop, stroking your way through the water. You dont have to dig your arms too deep. Keep the execution of your arms nice and smooth, pul ling the board through the water and finish your paddle by flicking your wrist as your arms moves past your hip. Pictures (Above and right) The position of different surfers while paddling

Microfluidic Systems :: essays research papers

Microfluidic SystemsThe ready market availability of porous membranes with cylindrical cogitates of 15-200 nm and a thickness of 6-10 m facilitates the development of three dimensional analytical unit operation devices on an attaLiter scale. By employing these membranes as gates at the interface of deuce crossed microfluidic channels, the rate and direction of the fluid exchange can be controlled with electrical potential, polarity, solution bonce strength or diameter of the nanocapillary1. The microfluidic channels, fabricated by soft lithography, have been used for a decade. Dr. Paul W. Bohn, Centennial Professor of Chemical Sciences at the University of Illinois at Urbana-Champaign, sees the advance to multilayered liquid chromatography as a observe step in the development of micro total analysis systems (TAS), which would involve such new applications as injection, collection, mixing, switching and detection. Recently he has been studying the analyte responses to unhomogeneo us constraints applied to the system and its deviations in behavior from that of a similar system on the macro scale. Microfluidic channels are a convenient and durable government agency of fluid transport made of poly(dimethylsiloxane) (PDMS), a common polymer with non-polar side groups. PDMS is durable, highly flexible and elastic, oxygen permeable and very hydrophobic2. It also has negative surface inject density at pH 81. The method of soft lithography allows for rapid deposition of complex crossed two dimensional fluid pathways on a atomic number 14 wafer.The membrane containing these nanopores is a 6 10 micron thick polycarbonate nuclear track-etched membrane (PCTE) that has been coated with poly(vinylpyrrolidone) (PVP) to make it hydrophilic. This coating results in a pH of 8 in the system3. The pores in the membrane are cylindrical and of diameters in the range of 15 200 nm. The size of these pores are of the same order of magnitude of the Debye length (-1) of the ionic interactions in solution (1 nm -1 50 nm) when the ionic strength is in the millimmolar range1. The small physical character of the nanopore allows for a change in ionic strength of the solution to be sufficient to alter the interaction between the solution and the nanopore. By merely changing the concentration, the nature of the flow induced by electrical potential can be switched between electrophoresis and electro osmosis1. The direction of the flow can be controlled by the size of the nanopore. At large pore sizes, the negative surface charge density on the microfluidic channel caused by the slightly basic pH of the system

Upholding Shakers Traditions :: essays research papers

Traditions Upheld The Shakers are universally admired for their architecture and handcrafts. Shakers believed that they served God by approaching every task with care. This care resulted in a distinctive Shaker style of architecture, furniture and decorative arts characterized by traditional Shaker values of simplicity, utility and fine craftsmanship. The Shaker sense of rank and neatness is reflected in the clean lines and lack of ornamentation of their designs. Shakers were pioneers of the principles of form and function advocated later by architects and designers.The Shakers, or United Society of Believers in Christs Second Appearing, are the intimately enduring and successful of the many communitarian societies accomplished in America in the 18th and 19th centuries. The first Shakers, led by Ann Lee, came to America from Manchester, England, in 1774 seeking a place to freely practice their religious beliefs. Near Albany, New York, they constituted the foundation for a unique religious ordination which has endured for more than 220 years. The early Shakers traveled through New England and New York, attracting converts who were impressed by the kind of personal, spiritual relationship with God preached by Ann Lee. Converts gathered into communities, keep by their shared faith and a commitment to common property, celibacy, confession of sins, equality of men and women, isolation and separation from the world. By the 1830s nineteen Shaker communities had been established in New York, Massachusetts, Connecticut, New Hampshire, Maine, Ohio, Kentucky and Indiana. Shakerism reached its peak in the mid-1800s, with an estimated five thousand members. There are still a few Shakers around today. The village that was close to discussed by Susan Jackson Keig was in Pleasantville Kentucky. She discussed the Shakers singular way of life and their very detailed lives. There were four villages in Ohio, two in Kentucky and one in Indiana. There were nineteen major Shaker villages. These people new the secrets to live they seemed to live longer and be in better health. The Shakers were caring people they would say in orphans and all sorts of people, they did not discriminate against who was allowed in their village. Susan Jackson Keig showed a medley of beautiful pictures that can not be found any where else. I really enjoyed her presentation.Upholding Shakers Traditions essays research papersTraditions Upheld The Shakers are universally admired for their architecture and handcrafts. Shakers believed that they served God by approaching every task with care. This care resulted in a distinctive Shaker style of architecture, furniture and decorative arts characterized by traditional Shaker values of simplicity, utility and fine craftsmanship. The Shaker sense of order and neatness is reflected in the clean lines and lack of ornamentation of their designs. Shakers were pioneers of the principles of form and function advocated later by archi tects and designers.The Shakers, or United Society of Believers in Christs Second Appearing, are the most enduring and successful of the many communitarian societies established in America in the 18th and 19th centuries. The first Shakers, led by Ann Lee, came to America from Manchester, England, in 1774 seeking a place to freely practice their religious beliefs. Near Albany, New York, they established the foundation for a unique cabal which has endured for more than 220 years. The early Shakers traveled through New England and New York, attracting converts who were impressed by the kind of personal, spiritual relationship with God preached by Ann Lee. Converts gathered into communities, keep back by their shared faith and a commitment to common property, celibacy, confession of sins, equality of men and women, isolation and separation from the world. By the 1830s nineteen Shaker communities had been established in New York, Massachusetts, Connecticut, New Hampshire, Maine, Ohio, Kentucky and Indiana. Shakerism reached its peak in the mid-1800s, with an estimated five thousand members. There are still a few Shakers around today. The village that was most discussed by Susan Jackson Keig was in Pleasantville Kentucky. She discussed the Shakers singular way of life and their very detailed lives. There were four villages in Ohio, two in Kentucky and one in Indiana. There were nineteen major Shaker villages. These people new the secrets to live they seemed to live longer and be in better health. The Shakers were caring people they would generate in orphans and all sorts of people, they did not discriminate against who was allowed in their village. Susan Jackson Keig showed a medley of beautiful pictures that can not be found any where else. I really enjoyed her presentation.

Upholding Shakers Traditions :: essays research papers

Traditions Upheld The mover and shakers are universally admired for their architecture and handcrafts. shakers believed that they served God by approaching every task with care. This care resulted in a distinctive Shaker style of architecture, furniture and decorative arts characterized by traditional Shaker values of simplicity, utility and fine craftsmanship. The Shaker sensory faculty experience of order and neatness is reflected in the clean lines and lack of ornamentation of their designs. Shakers were pi unmatcheders of the principles of form and function advocated later by architects and designers.The Shakers, or United Society of Believers in deliverymans Second Appearing, are the most enduring and successful of the m all communitarian societies established in America in the 18th and 19th centuries. The first Shakers, lead by Ann Lee, came to America from Manchester, England, in 1774 seeking a place to freely practice their religious beliefs. Near Alb either, New York, t hey established the foundation for a incomparable sect which has endured for more than 220 years. The early Shakers trave lead through New England and New York, attracting converts who were impressed by the kind of personal, spiritual relationship with God preached by Ann Lee. Converts self-contained into communities, bound by their shared faith and a commitment to common property, celibacy, confession of sins, equality of men and women, isolation and separation from the world. By the 1830s nineteen Shaker communities had been established in New York, Massachusetts, Connecticut, New Hampshire, Maine, Ohio, Kentucky and Indiana. Shakerism reached its peak in the mid-1800s, with an estimated five thousand members. There are still a few Shakers around today. The colony that was most discussed by Susan Jackson Keig was in Pleasantville Kentucky. She discussed the Shakers singular way of life and their very detailed lives. There were four colonys in Ohio, two in Kentucky and whole ness in Indiana. There were nineteen major Shaker villages. These the great unwashed new the secrets to live they seemed to live longer and be in better health. The Shakers were caring volume they would take in orphans and all sorts of people, they did not discriminate against who was allowed in their village. Susan Jackson Keig showed a medley of beautiful pictures that can not be found any where else. I really enjoyed her presentation.Upholding Shakers Traditions essays research papersTraditions Upheld The Shakers are universally admired for their architecture and handcrafts. Shakers believed that they served God by approaching every task with care. This care resulted in a distinctive Shaker style of architecture, furniture and decorative arts characterized by traditional Shaker values of simplicity, utility and fine craftsmanship. The Shaker sense of order and neatness is reflected in the clean lines and lack of ornamentation of their designs. Shakers were pioneers of the principles of form and function advocated later by architects and designers.The Shakers, or United Society of Believers in delivery boys Second Appearing, are the most enduring and successful of the many communitarian societies established in America in the 18th and 19th centuries. The first Shakers, led by Ann Lee, came to America from Manchester, England, in 1774 seeking a place to freely practice their religious beliefs. Near Albany, New York, they established the foundation for a bizarre sect which has endured for more than 220 years. The early Shakers traveled through New England and New York, attracting converts who were impressed by the kind of personal, spiritual relationship with God preached by Ann Lee. Converts garner into communities, bound by their shared faith and a commitment to common property, celibacy, confession of sins, equality of men and women, isolation and separation from the world. By the 1830s nineteen Shaker communities had been established in New York , Massachusetts, Connecticut, New Hampshire, Maine, Ohio, Kentucky and Indiana. Shakerism reached its peak in the mid-1800s, with an estimated five thousand members. There are still a few Shakers around today. The village that was most discussed by Susan Jackson Keig was in Pleasantville Kentucky. She discussed the Shakers singular way of life and their very detailed lives. There were four villages in Ohio, two in Kentucky and one in Indiana. There were nineteen major Shaker villages. These people new the secrets to live they seemed to live longer and be in better health. The Shakers were caring people they would take in orphans and all sorts of people, they did not discriminate against who was allowed in their village. Susan Jackson Keig showed a medley of beautiful pictures that can not be found any where else. I really enjoyed her presentation.

Coles Sales Promotion Essay

Pacific managing director of Nielsen Consumer Group, give tongue toIts no surprise that consumers are increasingly concerned about their household budgets in response to such fluctuating economic conditions, and the cost- economic system strategies on-line(prenominal)ly being employed by consumers are exchangeablely to continue well into the year. (Jessica Kennedy,2011)Due to the rising concern of the current unstable economic condition in Australia, the mickle permit developed a tendency to save or spend only what is necessary.There is in any case a concern for the rising food and fuel prices and more and more people are looking for good deals and bargains for the basic necessities required to run a household. If this holds true to the working population then this will hold true even more to the student population in Australia who perhaps only have a power time job and live on a fixed budget. Market analysis The student population contri yetes a lot to the miserliness of Aus tralia. In 2008, the total tertiary student community in Melbourne was around 208,800 people and international tertiary student population numbering was at least(prenominal) 28,150 (Melbourne City Research, 2010).These numbers have steadily risen in the past years and will continue to do so. From this situation analysis, it can be derived that it would be a no-hit venture if fresh and frozen fruits and vegetables were offered at a discounted price by Coles to students in Melbourne for a limited period of time. And if the response is successful in Melbourne it can be an option to expand to other cities as well. Sales procession pitch Offering a 15% discount to students from the 1s of July to the thirty-first of July on totally of Coles fresh and frozen fruits and vegetable line.SWOT analysis StrengthsThe current economic condition will help the response to a cut-rate sale if it is held. It will attract the customers and increase revenue. It is alike a healthy campaign as fruits and vegetables are being offered at a discount to students to encourage them to swallow healthier and will boost the image of Coles. WeaknessesThe risk that the response may not be as enthusiastic as predicted from the target audience. Also that it is targeting a very specific segment of the market and that can be risky to the campaign if the response is not as predicted.OpportunitiesThe option to hold this sale each half year or more frequently if response is good and also in a larger number of cities. Thr gives Competitors like Woolworths and Aldi may also put their items on sale to compete with Coles. Target Segment Demographics Treating the market as heterogeneous, as all the people of Melbourne are not being targeted and they begettert have similar wants, the target profile for the campaign would look like the following * Age* Late teens and above * Gender* Male and distaffGeographic area* Melbourne * Occupation* Students * Household size* Living alone or with housemates * Lifestyle and Habits* Lives on a budget, tends to look forthe well-nigh reasonable prices, prioritizes saving andhas a slightly more healthy lifestyle. The typical profile of the segment being targeted would be a College student who Lives alone or with housemates or in a dorm and who purchases their own groceries. Within the target audience there will be different views and attitudes about fruits and vegetables.The types of opinions are usually four in kind. They are * The appreciators will be the portion of the target market that like eating healthy and enjoy eating lots of fruits and vegetables. These people may be more health conscious and aware of the fact that fruits and vegetables are a very important part of the diet. I love fruits and vegetables They are a part of almost all of my meals for the day* The acceptors are the segment of students that eat a moderate amount of fruits and vegetables but also prefer meats and other food items.I like fruits and vegetables but I d ont like including them in all my meals, I prefer meat* The resistorsthis segment is not very fond of fruits and vegetables but eat them on occasion. fruits and vegetables are ok but I would rather eat something else* The rejecters This portion of students is strongly against adding fruits or vegetables to their daily meals and would most definitely eat other foods instead. Insert refrence pg. 206 One of the purposes of the campaign is to try and get the percentage of the resistors and the rejecters to convert to either the acceptors or the appreciators.Time frame The forward motion will persist for one month. Starting July 1st and ending July 31st. The duration chosen is during the offseason period where there are no big sales held otherwise. This will make it easier to post the target market to purchase their groceries at Coles as it will be cheaper to do so. It gives them an incentive to buy. 20 specimen subjects from Chisholm College that fit the target profile entire a sur vey about why they picked a particular reposition over another. Four fixed options were asked and the results were as followsMore than half, i. e 11 people out of 20, said that the main reason they choose a store was because of its low prices. 6 people said they choose a store tally to how conveniently its located, 2 said it was because of loyalty to the store and 1 said because of good customer service. This further emphasizes the fact that if a sales promotion was held, the response would be enthusiastic and the campaign would be successful. Main Objective * Increasing the sales of fresh, frozen and canned fruits and vegetables by 5 to 10 percent in the month of July.Initially only in Melbourne with an option to expand to other cities if the response is positive. Additional objectives * Enhance customer loyalty * Create upstart customers * To reinforce brand announce * Encouraging students to eat healthier Perception achieve at least a 65% increase in sentiency of the sales promotion in the firstweek Cognition Achieve recall of discount period at Coles by at least 80% of the students in Melbourne impression Make the target audience want to go to Coles for their groceries rather than its competitors Emotion Induce humor and fun through the advertisementAssociation Associate Coles with the most reasonable prices and quality goods Behavior Persuade at least 3% of the customers that shop at Woolworths, Aldi and other competitors to switch over to Coles Approach The type of ascend to be used for this promotion is the emotional approach and a soft sell strategy. Humor will be used a medium in the advertisement to allow students to relate to the campaign easily and for retention of the message to create the need to buy fruits and vegetables at Coles. An anonymous survey was conducted using 20 students in Chisholm College that fit the target audience.They were asked to state what kinds of advertisements they remembered the easiest out of a given three c hoices. Out of 20 students, 15 said humorous advertisements were the easiest to remember, 2 said informative and 3 said shock advertising. Pull promotional strategy In a pull strategy, the manufacturer directs the majority of its promotional effort towards the eventual(prenominal) consumer in an attempt to get them to pull the harvestings through the marketing channel. (McColl Kennedy, JR, 1994) A pull promotional strategy creates a high degree of awareness amongst consumers and implants a desire and an interest for the product.This makes the customers to go to the retail store with the determination to find the product to purchase it and if it is not available they urge the retailer to stock up on it. This is the strategy that Coles is aiming at following as the message will be sent directly to the ultimate consumers who are in this case the students, spur track them to purchase frozen, fresh and canned fruits and vegetables. And when the demand exceeds the supply, it will cau se the Coles retail stores to urge the wholesalers and other links in the product chain to acquire the product causing a pulling effect through the marketing channel.Communication In order to inform the potential customers about the promotion, effective and efficient advertising must be carried out. The use of Television, the internet, newspapers and magazines help in doing so. Since the target market is only students, it would also be productive to display the advertisements on social networking sites on the internet. To further reach students fliers can be put up on the notice boards and in the college magazines. Point of purchase displays also helps as it improves in store branding and keeps the customer informed. Having sales signs near the product also can lead to impulse buying.The key message sent out here would be that it is cheaper to buy your groceries at Coles than at any other supermarket. Eliciting the desired response The main reason for fierce advertising and promotio ns is due to the reason that the sales promotion will be carried out for one month only. During this time period, Coles seeks to attract as many customers as possible to their stores in Melbourne. It is true that the potential customers go through a behavioral or psychological process before purchasing a product called a response hierarchy. The Coles advertisements and promotions seek to fulfill all the steps in this hierarchy chain.

Coffee Shop Essay

The purpose of this market plan is to outline the complete marketing dodge, tactics, and programs for Dot. L Coffee (hereafter, Dot. L). Dot. L is a peculiar(a)ist Coffee Company that focuses on specialty hot chocolate tree tree bean of Latte, burnt umber based reapingions and foods as well. Dot. L is a in the buff burnt umber shop in the river side district. Dot. L al blue for be known for over 6 flavors of latte, java and coffee based crossways. In addition, light snacks and sandwiches pull up stakes be flinged to ac keep company the cappuccino and coffee based products.The coffee bar establishment pull up stakes play modern music for ambiance and stand impoverished wireless internet access for patrons to attract professionals in the nearby business argonas. The mission of Dot. L is in the vanity of the city, Dot. L can bring you the moderation of a precious. Dot. L will be unlike other cafes in that it will introduce customers to the different flavors of coffe e and foods in a leisure non coerce environment. Further to a greater extent(prenominal), in a competitory market like Starbuck, Dot. L hopes to set itself apart by r for each oneing out to those diversity flavors of latte without the high prices. The designate market consists of two market segments People who are deeply in love latte and community who hope have a relaxing succession Business people from the downtown business centers and professional buildings Situation analysis is explored. This includes an overall marketing environment analysis for the company as well as more specific office staff analysis such as competitor and customers action for the marketing analysis. An evaluation is conducted followed by an action plan outlining how to happen upon the marketing objectives, which includes promotion, price discounts, a bi-monthly newsletter, advertising in television and search for new channel partnerships.Company overview and the Mission Statement Dot. L will be a d istinctive coffee shop which have own characteristics and culture that will serve the river side residential district. The coffee shop offers flavored latte and other coffee products, light snacks, foods and leave office wi-fi service for customer surfing on-line. The Dot. L primary place of operation will be located on the river side with clear view of Brisbane River. The business mortals in the office building will add to the number of patrons and the circumstance their also can attract consumer to choose that place. There are plans to open additional locations after 3 course of studys of operation.Dot. L will operate from Monday to Sunday. Monday thru Thursday, five employees will be working from 10 a. m. to 10 p. m. Friday and Saturday will work the same however, 3 employees closing will work until 12 a. m. The represent for each full time labors might be 16 dollars per arcminute and the cost for part-time labors might be 9 dollars. The name of this coffee shop is Dot. L which means L refers to latte. Therefore latte as company core coffee products and latte art can be discovered in Dot. L. pic As stated in the companys mission affirmation Dot. L aims to be the cafe have own style and culture in Australia. In the vanity of the city, Dot.L can bring you the ease of a precious. Table of Contents Executive Summary2 Company overview and the Mission Statement3 Introduction6 Product Description6 Environmental Scan7 Economic environment7 Legal, political and regulatory environment8 loving and cultural environment8 Technological environment9 Competitor9 scotchket search10 Customers12 merchandising objectives and Market tactics12 merchandising objectives12 Product12 Price13 Place13 Promotion14 Marketing Tactics15 Market divination16 Action plans17 Financials18 Control20 Conclusion21 Reference list22 Appendix 124 Introduction This marketing plan examines the steps required to lurch Dot.L cafe in the Australian marketplace. Dot. L is a cafe instigant wi ll locate on river side in Brisbane. Dot. L offers a variety of coffee, specialty coffee of Latte, coffee based products and foods. In addition, in order to attract consumers latte art also be adopted into the coffee products. Basically the price for the regularly coffee the price will not over four dollars. The cafe will focus on the business people and normally customers. Dot. L in Australia employ approximately 30 labors includes chiefs, shop assistant, shop keeper, senior manager. The Dot. L brand name comes from its core products will offer in the cafe that aim to 1.Attract consumers 2. Build brand 3. Trade profit achieve about 8-10% The marketing plan followed by analysis the situation in marketplace, competitors analysis for the Dot. L entry into the market. Furthermore, market seek and customers analysis will provide to assist the Dot. L to locates the market accurately. It also considers the market omen and financials for the tether-year period. Product Description The D ot. L will offer many another(prenominal) another(prenominal) items that would have perfect taste. From conventional coffee to the light snacks and foods, Dot. L will offer something traditional and original for all tastes.Daily latte specials will be offered, featuring a different blend and flavor each day. The cafe specialty will pick to European style design. The six different lattes are includes cafe au lait ghetto latte or bootleg lattes hot or iced latte versions of chai, matcha, and Royal take out tea red latte latte macchiato and Caffe latte. Latte and Coffee will be sold in three sizes, with prices ranging from $2. 00 to $5. 00. Flavors will be available at an additional charge of $0. 50. Espresso, cappuccino, mocha, and other specialty drinks will be available in two sizes and will cost $3. 75 and $6. 50. Environmental Scan.Economic environment Robust business, consumer confidence and high export price for raw materials have fuelled the economy for 16 years. Australia has a hygienic economy with per capita gross domestic product (GDP) of $ 38,000(CIA, 2009), and GDP was estimated to be growing at 3. 8% annually (CIA, 2009). However, in 2008 with the impact of the global stinting crisis, manufacturing output and employment started to falter, and the Australian economy headed into a severe slowdown (Jackson, 2008). Even by, in 2010 the economy has begun to turn for the better, the consumers purchase tendency is not recover.As both cause and effect, consumers cut back on spending, specifically on food, clothing, furniture, entertainment, cars and mobile phones (Uren, 2008). The economic conditions in Australia present opportunities and risk for Dot. L. The decrease in consumer spending will force cafe industry to strain specialist assist to retain customers and maintain sales. In the other hand, this will annex the demand for specialist service like Dot. L which can provide business men have plcae to release pressure. However, the reality of a downturn may cause retailers to cut back on all spending including on retail consulting and training services.Additionally some retailers are likely to go out of business. Legal, political and regulatory environment Small business branding through labeling and packaging conclusively builds company and product recognition. Positioning the unique product through private label aimed at the target market results in an effective, low cost marketing strategy. It is the solution to getting customers into the store and back again and again. In American, the government publishes a legislative memo of a cyber-cafe restriction in 2006 (New York Civil Liberties Union, 2006). The China government also publishes the same restrictions.Because most of the cafe will provide the service of internet, so, they should pay attention to theses legislative issue (Rodnin, 2005). Social and cultural environment According to Australian Coffee Traders Association, Annual General Meeting 2006 that pointed out o verall speaking, the Australian coffee market is truly competitive but consumers are brand-loyal (ACTA, 2008). Australia is a country of different immigrants, especially proud of a traditional strong coffee culture started by European immigrants(AusFoodNews,2010). The strong coffee culture of Australia has influenced growth in coffee shops, especially among the younger generation.Coffee drinking has become an integral part of the modern lifestyle. In Australia, the specialist coffee shops have become more than just a place to drink coffee. Increasingly, coffee shops serve as places to meet for business and pleasure a location for peace and quiet away from home and office. ACTA (2008) stated that more than one billion cups of coffee are consumed in cafes, restaurants and other outlets each year, this is an append of 65% over the last 10 years. The Coffee consumption of Australian per capita has doubled over the last 30 years (ACTA, 2008).According to a new report by Euromonitor In ternational Consumer Foodservice in Australia. (2004) the number of transactions through coffee shops grew by 7% and value sales grew by almost 29%. Technological environment Technological advances in Australia have resulted in an increase usage of the internet. This has resulted in all industry expanding into a new channel pass services, marketing and selling products over the internet. For Dot. L, the cafe can take this advantage which is using intern as the companys channel to promote the marketing. Competitor.The popularity of franchising as a business opportunity in Australia has also had a significant impact on the number of chain specialist coffee shops, such as Gloria Jeans, The Coffee Club, Zarrafas Coffee which expanded mainly through franchising (Market Research World, n. d. ). Euromonitor Internationals search shows that the Gloria Jeans chain had the largest increase in outlets in 2004, thereby boosting its market share from 28% in 2003 to 37% in 2004. Gloria Jeans h as already opened over 900 shops or so the world, and 407 stores are established in Australia-wide.Therefore, Gloria Jeans can be regarded as the most aright competitor. The Coffee Club has expanded its business to overseas, including Beijing, Bangkok, Dubai and Thailand. It has had more than 200 stores across the whole world. Compared with these two brands Gloria Jeans and The Coffee Club, Zarrafas Coffee is a young brand. The brand comes from Gold Coast, and it only has 14 years history. Zarrafas Coffee has 41 stores across South East Queensland. Consequently, Zarrafas Coffee can be thought as the least powerful competitor for Dot. L.According to the report, sales of hot drink products in Australia surpassed A$1350m in the year 2008 and is expected to be worth A$1473m in 2013, with the coffee category accounting for the largest share followed by tea (Trading Room, 2010). It can be assumed that more people might enter the cafe industry. Market research In this section is to prese nt the research about the marketing research for the Dot. L Coffee. Since this is a brand, the main goal of the Dot. L Coffee is to establish brand awareness among the target audience, which is business people, and 94 percent of them are aged 25 to 40.In this research, it chooses 10 male and 10 female to do the interview. condition 1 The Frequency of the respondents to have coffee pic show 2 The Buying Habits of the Respondents pic According to the figure 1 and 2, of the business people that polled, 70 percent give tongue to they have coffee every day. And a full 58 percent said they prefer to enjoy coffee in the cafe. separates will enjoy coffee in their office or at home, here, 52 percent of them will demoralize the coffee products in the coffee shop, and 47 percent of them prefer buy it form the supermarket.Figure 3 The Acceptable Price per Coffee of the Respondents pic 45 percent of the respondents said that they would like Latte, and both of respondents who prefer Espresso and Mocha are providential 15 percent, 25 percent of respondents choose Cappuccino. Referring to the figure 3, 70 percent of them represent the acceptable price per cup of coffee is $3-8 dollars, and below $3 dollars and higher up $8 dollars will share the same percentage of 15 percent. Take a look at this chart, the best media mix, then, would be a combination of TV and magazine advertisements.Both of TV and magazine were divine 30 percent of the total population. And 20 percent of people prefer print advertisement. To conclude, even though our target audience is clearly defined, introducing a new product is always a gamble. But with the proper media mix we can certainly lessen the encounter of failure. Customers The primary target market for the Dot. L Coffee will be the local business people. The cafe will be a sit-down coffee shop with wi-fi connectivity. The cafe will serve a variety of flavored latte, coffee products, deglutitions, sandwiches, and treats to local customer s.The target market consists of two market segments, that is people who are deeply in love latte and people who hope have a relaxing time and business people from the downtown business centers and professional buildings. Marketing objectives and Market tactics Marketing objectives The purpose of this marketing plan is to launch a cafe with delicate bakery, and professional coffees and which will bring simple snug and friendly atmosphere. Based on the product features and marketing 4P principles, the three years specific marketing plan will be given(p) as the following(a) to ensure objectives and expectations are met.Product First off all, the key customers are those people who fond into Latte which means the product image is designed as professional Latte maker with friendly, easy communicate, happy relationship atmosphere. In order to match the product concept simple and cozy so that the wile of the cafe should be designed as clean, comfortable. And the coffee cup and tableware would be designed to match the interior decoration as mildness and simple. The main special coffee is Latte. Meanwhile, espresso, cappuccino, mocha, and other specialty drinks will be available too.The latte flavors will include vanilla, chocolate, and caramel. This can be designed as the first year menu and in the following three years the product will be developed according to the market trend. Price The Dot. L cafe will specially offer delicate bakery with other beverages such as soda and juice. Coffee will be sold in three sizes, with prices ranging from $2. 00 to $5. 00. altogether prices take into consideration the cost of material, 25% for food and 45% for beverages. Espresso, cappuccino, mocha, and other specialty drinks will be available in two sizes and will cost $3. 75 and $6. 50.All different deserts will be sold by the slice such as cheesecake, chocolate cake, muffin, sandwich and cupcake. Prices range from $2. 75 to $8. 00. The frequent customer can join the membersh ip and participate the buy 10 get one free activity. Place The cafe name Dot. L is from the coffee Latte which is combined with espresso and steamed milk. Hence, the image of the cafe will deliver simple and warm message to customers. The location of Dot. L will be choosing at Brisbane river side. The space will be designed with a glass room and interior will be more concise and mediterrane an style.The common country will have white coffee tables surrounded by plush chairs and sofas and allow customers to set up laptop and spread out paperwork. The walls will be painted into warm color to enhance the relax and friendly atmosphere. Promotion Besides, in order to develop the market and receive good reputation from the very first. The Dot. L coffeehouse will be promoted in a variety of ways. The annual budget allotment for advertising is $19,904 for the first year of operation. These monies will be distributed as follows 1. Southern Star Southern Star will be printed monthly showing the nightly specials.They will be distributed throughout the area on cars, handed out at the library, delivered to the local office buildings, and posted on street signs and other obvious places. 2. Radio The cafe will run many radio spots on local radio stations. The ads will feature the daily coffee specials and will air during the morning and afternoon drive times to capitalize on drive-by traffic. 3. Entertainment The Dot. L Cafe will feature local entertainment every other weekend. The entertainers will provide music, poetry, art, and dancing. These events will be promoted through additional print and radio spots.Besides, Dot. L will engage in promoting premium varieties of coffee by educating their customers about the different coffees that are available. This strategy would lead to increased sophistication among customers. 4. Web Presence The Dot. L Cafe will promote the business and specials over the earnings through a website. The website will be updated monthly to adver tise specials and product offerings. The Radio and newspaper advertisement could be launch at the first half year to attract more customers. Entertainment and web presence should be developed as long term promotion plan in the next three years.The Dot. L Cafe will promote itself to its new customers by offering discount memberships for frequent consumers. There will be buy 10 get one free card available for coffee. The remainingadvertisingbudgetwill be used to print membership and frequent consumer cards. Serve the highest quality food and beverage and meanwhile maintain low cost of goods and inventory is one of the key objectives. Thus Logistics and distribution would be a crucial part as well. The zippy meats, cheeses, andvegetableswill be purchased through good reputation food source distributors.The researching and negotiating of the best prices with distributors would be put into the project process too. Marketing Tactics To achieve the above marketing objectives, this plan co nsiders the tactic through the marketing mix which includes product, promotion and pricing. Colour appeal, packaging and style are included in product section. As the before shown, the target market of the cafe is business people who works in downtown and modern buildings. These potential customers can be regarded as white collars and the middle class. They hold well-paid, and are to pursuit quality lifestyles.Based on these, the basic colour tone will be set as dark colour tone, such as brown and black. The logo of the cafe is to stress a simple but elegant style. Because Dot. L cafe is a new brand for customers, so the promotion strategy must be heavy to entice the brand trial. The advised promotion approaches are print ad, hoarding ad and in-store promotions. Setting a billboard ad on the way to the city and riverside is strongly advised. The cafe locates on the riverside for this reason, putting ad on ferry is recommended. The pricing objective is to appeal the people who take coffee daily.A regular size cafe au lait which is the main product is priced as $4. 50. The cafe can give 5% discount to people who hold senior card. Furthermore, a point card can be given in the store when customers are making purchase. The card allows that customers can get 1 free coffee after they buy 9 coffees. Market forecasting There are more than 100 cafes in Brisbane, and 17 cafes exist in Southbank where a part of riverside is. According to one market research (Weston 2010), more and more Australian have already totally accepted the coffee culture in addition, they are very to enjoy this culture.Therefore, a regretful growth on takeout coffee is brought by this social change. As a matter of fact, the flourishing demand of coffee drinking directs to the blast of many specific coffee shops. According to another research, Australians prefer to coffee with milk rather than other styles. Datamonitors Market Data Analytic (MDA) database indicates that retail coffee sales in Aust ralia gained around A$752m. The Australia coffee market is in the second place around the Asian Economic in 2008. Another research predicts that the total amount around A$473m of profit can be reached in 2013.All in all, it can be concluded that there is a huge potential in the cafe market. Action plans According to the planed given above the relevant GANTT chart will guide this project go swimmingly complete on time. Figure 4 The Dot. L Project Schedule Dot. L ? ? Start-up Assets to Fund $26,000 chalk up Funding Required $88,290 Total Assets $26,000 Liabilities and Capital Liabilities Total Liabilities $33,290 Capital Planned Investment $55,000 Loss at Start-up (Start-up Expenses) ($62,290) Total Capital ($7,290) Total Capital and Liabilities $26,000 .2. Break-even Analysis Break-even data is presented in the chart and table below. pic Figure 6 Break-even Analysis Monthly Units Break-even 7,294 Monthly Revenue Break-even $18,462 Assumptions Average P er-Unit Revenue $2. 53 Average Per-Unit Variable speak to $0. 63 Estimated Monthly Fixed Cost $13,847 3. Projected Profit and Loss In the first year, the Dot. L Coffee will have sales of about $533,764 of operation. In year two and three the Dot. L will have sales increases of about 10%, resulting in sales of $576,551 and $622,575, respectively.Operating expenses are $304,136 for year one, $327,694 year two, and $353,326 year three. The results for the first three years of operation are net income of $36,521 for the first year, $42,356 for the second year, and $47,819 for year three. Control Dot. L will continually evaluate the marketing environment, particularly the economic environment, due to the economic downturn, and the competitive environment. Further, in relation to the specific tactics undertaken by Dot. L for the 36 month period, each will be designate a person who will be responsible for the success of the tactic, as well as a specific final review date.Tactic respo nsibleness Review date Promotions to focus on augmented product and core product Marketing Manager may 2010 benefits Determine price discounts and rollout strategy to clients realize newsletter and implement process for it to be Management Team Aug 2010 distributed monthly More Direct-response advertising in television Marketing Manager Sep 2010 apparatus selling short-term modification recommendations Search for distributors with which to form channel Sales Director Jun 2011 partnerships . Expand business to more location Marketing Manager Mar 2012 Channel Manager Nov 2012 Sales Director Jan 2013 Conclusion This report sets out the marketing plan for Dot. L in Australia. It was decided that, Dot. L aims to be the cafe have own style and culture in Australia. In the vanity of the city, Dot. L can bring you the ease of a precious. The marketing strategy was explored, including each of the marketing mix areas, and tactics were recommended relating to direct-response an promotions, price discounts, and find channel partnerships.It is believed that there is opportunity for Dot. L to built own brand culture and expand in cafe industrys marketplace. It is, therefore, this marketing plan can assist Dot. L growth in the marketplace.Reference list Acta (2008). AUSTRALIAN COFFEE STATS.Retrieved whitethorn 16, 2010 from http//www. acta. org. au/article. php? a=2 Hofmann (2008). Specialist coffee shops in Australia see vigorous expansion. Retrieved May 17, 2010 from http//www. franchiseek. com/Market_Trends_Coffee_Shops_Australia_0706. htm Jellie (2006). Coffee by numbers.Retrieved May 17, 2010 from http//www. smh. com. au/news/good-living/coffee-by-numbers/2006/07/17/115298845 5398. html NewYorkCivilLibertiesUnion(2006),LegislativeMemoCyber-cafeRestrictions Retrieved May 17, 2010 from http//www. nyclu. org/content/legislative-memo-cyber-caf%C3%A9-restrictions-2006 Rodnin(2007),MotherboardmakersmaybeaffectedbyInternetcaferestrictionsinChi na,Retrieved May 17, 2010 from http//www. vaosoft. com/forum/index. php? showtopic=441&pid=612&mode=threaded&show=&st=0 Shaun Weston (2010).Australian love coffee. Retrieved May 15, 2010, from http//www. foodbev. com/report/australians-love-coffee Trading Room (2008). Australia a nation of coffee drinkers. Retrieved May 17, 2010 from http//www. tradingroom. com. au/apps/view_article. ac? articleId=1196615 Wong (2010). Aussie cafe culture accounts for biggest growth in coffee. Retrieved May 17, 2010 from http//www. ausfoodnews. com. au/2010/03/04/aussie-cafe-culture-accounts-for-biggest-growth-in-coffee. html Appendix 1 The Questionnaire of the Coffee Market.This is a marketing research of the style, habits and opinions of coffee in your everyday life. Section 1 Basic Personal Information 1. What is your gender? A Male B womanly 2. What is your age? A 18-25 B 26-30 C 30-40 D Above 40 3. What is your Occupation? A Students B Business men C Employee D Others 4. be you married or sing le? A Married B Single 5. What is your familys size? A 1-2 person B 3-5 person C 6-8 person D Above 8 person Section 2 6. Where can you get the information about coffee? A Internet B powder magazine/ newspaper C TV D Print Advertisement E Others 7.Where are you usually buy the coffee product? A Supermarket B Internet C Coffee shop D Others 8. How offen do you drink coffee? A Every day B 3-4 times per week C once a week D Never 9. Where do you usually drink coffee? A Cafe B At home C At office D At campus E Others 10. What kind of coffee would you like? A Latte B Espresso C Cappuccino D Mocha E Other specialty drinks 11. How much of a cup of coffee is acceptable for you? A $2-3 /cup B $3-5/cup C $5-8/cup D $8-10/cup E Above $10/cup Thank you for your participation

Personal Worldview Inventory Essay

My individualal beliefs have formed me over the course of my continueliness by many different influences. Many people have made important impact in my carriage that have changed my beliefs in society and my life. The major(ip) two values that inspection and repair determine my gentlemanview are divinity fudge and Ethics they are the ways that help me shape my beliefs, and life decisions. I feel the strongest reflexion of my worldview is my tremendous sense of spirituality and the family relationship I have with God. All of these beliefs help me every day with my decisions. The moral values I have acquire are from many different influences through my lifetime. Strong Catholic influences have been the good foundation to be closer to God. I have learned to live a life of compassion, service and teaching. Ethical choices that I have made in my life have not been the near popular but they are the champions I live with.One of my beliefs is that not all humans respond or act th e same way. It all depends on their world view, background, morals, and personalities. My of import end in life is to help others ever since I was a child. I was raised in a very religious catholic home. I was the middle child of five children in a Hispanic family. I grew up in a small Hispanic community near Mexico. As we were growing up we were exposed to people living in poverty and we were expected to help them with what we had. Even though we were not a rich family we would switch we would make the effort to donate food and the necessary items to the leasey families.We would donate dinners on Christmas Eve to the most unfortunate families with small children for the holiday. This tradition continues to be in my family and now my children are experiencing it. My mother and fatherhave invariably taught us values and morals. I grew up with the belief to help out people in need. While I was growing up I wanted to be a Doctor or a nurse because my main objective was to help peo ple in need. Now that I have accomplished my dream I am able to help people who are in need by caring for them.What is prime reality?One of the many definitions that describe salad days reality is Prime reality is the infinite, personal God revealed in the blessed Scriptures. This God is triune, Transcendent, sovereign and good. (Sire, 2009). It is also describes God as being a supreme power. God cannot be compared with the study of Cosmos. Also the relationship that man has with God is extraordinary because man can trust God for any problems in life and relate with him in any personal way.In religious pluralism defines Prime reality generally refers to the belief in two or more religious worldviews as being valid or acceptable. It is a multiple path that leads to the same God. Early as the seventeenth century the main concept was the religious working together. Even though Muslims and Christians believe in helping the most need both have different ideas and precept of God (Tripp , 2000). In Scientism the main concept of Prime reality is main goal is to extend to stretch scientific methods, to the life of humans in society and political issues. In post modernism the Prime reality the main concept is there main philosophy that states, There is no absolute truth does not exist. This leads to relativism which means that what is ripe for one group is not necessarly true for everyone in immediatelys society.What is the nature of the worlds around us?Nature can be interpreted as patterns of relationships. This is encouraged by the Buddhist belief that there is a interconnectedness of all things. This belief does not deny the reality of things that are typically perceived as being in the objectively real world, but it denies that these things have any ontologically isolated plaza (Tripp, 2000). The basic idea is that there are no substantial or truly independent essences of things because the essence of any given thing consists in its interconnections with ever y other thing.The objectively real world cannot exists without us, notbecause minds create the world but because the quality of our experiences and the things in the world that we typically call objectively real are ontologically interdependent. The ontological essence of each thing consists in its relations to all other things, therefrom zip fastener exists unless everything it is related to exists as well. External reality is the way God created the earth to work in uniformity and the earth was made out of nothing (Sire, 2009). In a scientism view it was the art of science that started the public. Chemical reactions within the world is what started life in earth.What is a human being?It is a wight created by God. We are extraordinary machines full of mystery images of God and we were made to serve God. Human beings are created in the image of God and thus birth personality, self-transcendence, intelligence, morality, gregariousness and creativity (Sire, 2009). In postmodernis m and scientism human beings are created by matter and there is no foundation of human beings from the beginning or why we exist.What happens to a person at death?Death is viewed as a gate to meet God and live an eternal life with him. Whatever happens at death is always a mystery. In much religious death once everyone dies they volition face judgment by God (Noebel,2006). Death is not the end of life it is the beginning of eternal existence. Postmodernism has no moral absolutes but rather places responsibility into the hands of the individual. Each absolute belongs into the hands of the individual and therefore each impersonate on after afterlife is relative to an individuals meaning of truth. In scientism death is viewed as the end of life and that a person is not passed to a better life. They also have the belief that near death experiences do not exist. Their only conclusion is that there s no scientific evidence that near death experiences are actual afterlife experiences.Why is it possible to know anything at all?Human beings are the images of God. God gave us the capacity to know and learn from his teachings. In postmodernism the truth about reality itself is forever hidden and no explanation. In scientism human reason & the methods of science the universe is responsible for knowing everything. Humans werecreated this way(Tripp,2009).How do we know what is right or wrong?We determine what is right or wrong based on our teachings from the countersign and from the word of God. As we are growing up our parents are the ones who teach us the values and morals. The way they learned from their parents. It is guided by the teachings of the bible. In scientism right and wrong are what we decide for our ourselves as humans it may be individually, or families. In postmodernism each person or culture develop their witness moral values. It also depends how each individual is raised. They sometimes ask each other is that right for me? How will this help me? Also our actions are determined by our responsibilities as human beings.What is the meaning of human history?The meaning of history for people who follow a certain religion is creation, fall and redemption. God is wonderful and has a plan for everyone. God is in total control of the world. The main purpose of God was to create man and have a good relationship with him. God gave us the tools to follow him and if we commit sin God is always willing to forgive us. In postmodernism their belief is that human history is the study of ones culture over another. It is main concept is relative, the postmodernist will be will to rewrite history to try to convince other in believing what is better for them. In scientism history has no purpose. Also they believe that someday the plant will freeze up or burn and will be the end of life.ConclusionAll human beings have a purpose in life, regardless of their worldview. We should respect them and love them the way they are. Sometimes they will learn fro m each other and obtain the positive beliefs from each other. A good paper, Shirley. I would like to have seen you give more attention and outline to pluralism, scientism and postmodernism. Still, this is a good paper.ReferencesNoebel, D(2006). Understanding the Times The Collision of Todays Competing Worldview 2nd(ed) Summit Press.Sire, J. (2009). The universe next door. (5 ed.). Downers Grove, Illinois IVP Academic. Tripp, D (2000). Where did I come from. Exploring Christianity. Retrieved on June 26, 2015 from www.christanity.co.nz

Course reflection Essay

I have learned so much during this course that helped me jump a better understanding of the writing process. A few of the concepts that helped me the most were keeping an error log, and reading my assignments out loud. The first concept I impart address in this discussion is too the most important guidance I have received since starting at Ashford. My instructor, Dr. Wells, advised me in hebdomad 1, that I might want to keep an error log. What that is, is writing down the mistakes I make in my assignments, quizzes, and discussions.After writing these errors down, find the correct spell or the grammatical rule I broke, write the correct answer, and then study and learn from these mistakes. This technique has helped me the most since starting at Ashford. As a writer, I have always been a elephantine proofreader of my work. I would sometimes look over my papers several times before submitting them. more or less of the times I would catch 90% of my errors, not all the time though. I learned that reading your paper out loud can also improve your proofreading. Sometimes safe looking over a paper isnt enough.When you hear the writing though, you can hear what others will be hearing. I would catch small errors because the sentence didnt sound right or it was a run on sentence. These are things I would sometimes miss just reading my paper. Out of all the course materials I have read and studied, I believe 2 of the most valuable were chapters 4-3, Essentials of College writing, and The Ashford Writing Center. In the Essentials of College Writing, 4-3 The Writing Process, showed me different techniques to use for writing an essay.Some of these ideas were plan, generate ideas, create a rough draft, revise, edit, and proofread and check format. This book taught me the value of making an outline and the richness of planning. It always helps to be prepared and have an idea of what youre writing before you write it. The Ashford Writing Center has really made a big impa ct on my writing style. I was having so much trouble with APA formatting and how to gather citations, that I would lose percentage points on my work. After graze through this text, I found in chapter 7-1 an instructional video that showed me step by step how to use APA format.In the same book, chapter 7-3, Citations and References, this taught me the proper way to insert my citations. There is also a thesis generator in this text in chapter 3-3, this has been one of the biggest helps to me in my writing process. The areas and that I believe have modify the most, and that I will continue to work on are my spelling and punctuation. The error log has helped with my spelling and punctuation but I still sometimes make careless mistakes. Though these areas have improved a lot, I will continue to work on these areas.

Brand Potency of Soft Drink in India

Introduction Research Objective The sole objective of making of this research report is to know about the present BRAND potency of PEPSI in comparison to new(prenominal) blurs of spongy deglutitions competing in the Indian foodstuff and by the help of a research to know that which well-heeled take in rat has a highest brand potency. This report will further put a spotlight on the various fluffy deglutitions competitors in the Indian Market and the attitude and excerpt of the customers about their preferred soft drinks. Industry/ companion Background fragile drink securities industry place sizing for FY00 was around 270 million cases (6480mn bottles). The securities industry witnessed 5- 6% appendage in the archean90s. Presently the market growth has growth rate of 7- 8% per annum compargond to 22% growth rate in the previous year. The market size for FY01 is expected to be 7000 million bottles. Soft Drink Production field of force The market preference is highly reg ional ground. While cola drinks have chief(prenominal) markets in metro cities and northern states of UP, Punjab, Haryana etc. orange tree flavored drinks are popular in gray states.Sodas too are surge jumboly in southern states besides sale through bars. Western markets have preference towards mango flavored drinks. feed coke presently constitutes just 0. 7% of the total change drink able-bodied market. Growth promotional activities The government has adopted liberalized policies for the soft drink trade to give the industry a boast and promote the Indian brands internation entirelyy. Although the import and do of international brands like Pepsi and snowfall is enhanced in India the local brands are creation stabilized by advertisements, good quality and scurvy cost.The soft drinks market till early 1990s was in hands of domestic players like campa, thumps up, Limca etc but with opening up of economy and coming of MNC players Pepsi and Coke the market has source total ly below their control. The distribution network of Coca cola had 6. 5 lakhs outlets across the country in FY00, which the company is planning to increase to 8 lakhs by FY01. On the new(prenominal) hand Pepsi Cos distribution network had 6 lakh outlets across the country during FY00 which it is planning to increase to 7. 5 Lakh by FY01. TypesSoft drinks are available in glass bottles, aluminum backs and PET bottles for home consumption. Fountains likewise dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into takings drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks man mango drinks come under non carbonated category. The market can also be segmented on the rear of images of products into cola products and non-cola products. Cola products account for well-nigh 61-62% of the total soft drinks market.The brands that fall in this cate gory are Pepsi, Coca- Cola, Thumps Up, diet coke, Diet Pepsi etc. Non-cola segment which constitutes 36% can be divided into 4 categories based on the types of flavors available, anticipately Orange, Cloudy Lime, Clear Lime and small-armgo. or so Pepsico & Its Products PepsiCo Mission To be the worlds premier consumer products company foc riding habit on convenience foods and beverages. We want to produce healthy financial rewards to investors as we provide opport building blockies for growth and enrichment to our employees, our business partners and the communities in which we operate.And in e verything we do, we strive for honesty, fairness and integrity. Corporate Profile PepsiCo In India PepsiCo entered India in 1989 and has grown to plough one of the countrys leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to service of process the long term dynamic needs of consumers in India. PepsiCo India and its partners have invested more than than U. S. $1 billion since the company was established in the country. PepsiCo provides direct and indirect utilization to 150,000 slew including suppliers and distributors.PepsiCo nourishes consumers with a range of products from treats to healthy eats, that deliver joy as well as a linden treentation and al meanss, good taste. PepsiCo Indias expansive portfolio includes iconic recreation beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such(prenominal) as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking piss, isotonic sports drinks Gatorade, Tropicana100% reaping succuss, and juice based drinks Tropicana Nectars, Tropicana Twister and diagonal. Local brands Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands.PepsiCos foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free o f trans-fat and MSG. It manufactures Lays Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands. The companys high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lays core products, Lays, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to importantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets.The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCos Frito Lay foods division has 3 state-of-the-art plants. PepsiCos business is based on its sustainability vision of making tomorrow better than today. PepsiCos loading to living by this vision every day is visible in its plowshare to the country, consumers and farme rs. Performance With procedurePerformance with Purpose articulates PepsiCo Indias belief that its businesses are intrinsically connected to the communities and world that surrounds it. Performance with Purpose means delivering superior financial deed at the same date as we rectify the world. To deliver on this commitment, PepsiCo India will build on the incredibly strong foundation of achievement and descale up its initiatives while focusing on the quest 4 critical areas that have a business link and where we believe that we can have the most impact. pic picREPLENISHING WATER PepsiCo India continues to replenish pic water and aims to achieve absolute water balance by 2009, pPARTNERSHIP WITH FARMERS which means it is pull to saving and recharging more iPepsiCo Indias Agri-partnerships with farmers help more than water than it uses in its beverage plants. c22,000 farmers across the country earn more. pic pic pic picHEALTHY KIDS WASTE TO WEALTH Peps iCo India will stay committed to the health and well-being PepsiCo India continues toconvert Waste to Wealth, to chance upon of children. It will continue to provide children with a cities cleaner. This award winning initiative has established healthy and drama portfolio while simultaneously tackling the Zero Solid Waste centres that benefit more than 2,00,000 calories out side of the equation by expanding its Get Active community members throughout the country programme for kids, especially for school going children. PepsiCo will also launch and distribute products directly aimed at addressing nutritional deficiencies and will launch a pilot program that directly delivers once morest the United Nations Millennium Development Goal to eradicate extreme poverty and hunger by 2015. PepsiCos global commitment to Performance with Purpose PepsiCo believes that its performance is fundamentally connected to its purpose agenda which represents the commitment to give back as the company grows. It is a continuing locomote that spans three major(ip) areas of focus human, environmental and talent sustainability.Human Sustainability reflects PepsiCos goal of nourishing consumers with products that range from treats to healthy eats. PepsiCos products have always offered consumers nutrition as well as great taste. The progress that PepsiCo has made under the Human Sustainability pillar includes reformulating some of its products to improve their nutritional profile while launching products that reflect consumer demand for healthier nutritious snacks and beverages. PepsiCo partners with Governments, health officials and Non Governmental Organisations to help address obesity concerns and it continues to provide consumers with new product choices and innovations.Environmental Sustainability is based on PepsiCos commitment to strive to replenish the resources use where possible, and minimize the impact on the environment. PepsiCo continues to work to furth er reduce its water and electricity consumption and improve its packaging sustainability. Across the world, PepsiCo has re- utilise water from its processing plants and has worked with local communities to provide access to clean water, while supporting farmers to deliver more crop per drop. Talent Sustainability is founded on PepsiCos belief that cherishing its extraordinary group of spate is crucial to building an empowered workforce. PepsiCo pur executes diversity and creates an inclusive environment which encourages associates to bring their whole selves to work.PepsiCo has increased egg-producing(prenominal) and minority representation in the management ranks and has encouraged employees to participate in community service activities while continuing to create rewarding job opportunities for people with different abilities. Together, PepsiCo associates across the world are building on the platform of Human, Environment and Talent Sustainability, while delivering great financ ial results. PepsiCo Indias Performance With Purpose To deliver on the commitment of Performance With Purpose, PepsiCo India continues to build onits strong foundation of achievements and scale up its initiatives while focusing on the chase 4 critical areas that are linked to its business and where it can have the most impact. PepsiCo Indias Performance with Purpose Replenishing water pic PepsiCo India continues to replenish water and aims to achieve positive water balance by 2009, which means it is committed to saving and recharging more water than it uses in its beverage plants. Waste to Wealth pic PepsiCo India continues toconvert Waste to Wealth, to make cities cleaner. This award winning initiativehas established Zero Solid Waste centres that benefit more than 200,000 community members throughout the country. pic pic Partnership with Farmers pic PepsiCo Indias agri-partnerships with farmers help 22,000 farmers across the count ry earn more. Healthy Kids pic PepsiCo India stays committed to the health and well-being ofkids.It will continue to provide children with a diverse, inflamehful and fun portfolio while simultaneously further active lifestyles by expanding its Get Active programme for kids, especially for school going children. PepsiCo will also launch and distribute products directly aimed at addressing nutritional deficiencies and will launch a pilot program that directly delivers against the United Nations Millennium Development Goal to eradicate extreme poverty and hunger by 2015. pic Pepsi is a soft drink that is produced and manufacture by PepsiCo. It is sold in retail stores, restaurants, cinemas and from vending machines. The drink was starting made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903.There have been galore(postnominal) Pepsi variants produced over the years since 1898, including Diet Pepsi , Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Free, Pepsi AM, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi spend Spice, Pepsi Jazz, Vanilla Pepsi, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, Pepsi Ice Cucumber and Pepsi White in Japan. In October 2008, Pepsi proclaimed they would be redesigning its logotype and re-branding many of its products by early 2009. In 2009, Pepsi, Diet Pepsi and Pepsi Max began using all lower-case fonts for happen upon brands, and Diet Pepsi Max was re-branded as Pepsi Max. The brands muddy and red globe trademark became a series of smiles, with the central white band arcing at different angles depending on the product. As of January 2009, Pepsis newer logos have still been adopted in the United States. Currently, Pepsi Wild Cherry and Pepsi ONE are the only two products that still use their previous design.Diet Pepsi Wild Cherry, Diet Pepsi Lime, and Diet Pe psi Vanilla received the redesign. Origins Pepsi was pilot filmly named Brads Drink, subsequently its creator, a pharmicist in New Bern, North Carolina. It was created in the summer of 1893 and was later renamed Pepsi Cola in 1898, possibly imputable the digestive enzyme pepsin and kola nuts apply in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. A nonher guess is that Bradham and his customers simply thought the name Pepsi sounded good and reflected the fact that the drink had some kind of pep in it because it was a carbonated drink.And another theory is that the news program Pepsi was chosen because it reflected phonetically the sound of a can being opened, the sound pop schi, was condensed and simplified in the name Pepsi. This theory can be considered folklore only, since at the time of the naming of the drink, Pepsi was sold in glass bottles and not metal cans and the pop top lid producing Pepsis oddly phonetic sound wouldnt be invented for another forty years. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1929, Pepsi received its first logo redesign since the captain design of 1905. In 1926, the logo was changed again.In 1929, automobile race pioneer Barney Oldfield endorsed Pepsi-Cola in newspaper ads as A bully drink refreshing, invigorating, a fine bracer before a race In 1931, the Pepsi-Cola Company went bankrupt during the Great belief- in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World struggle I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Eight years later, the company went bankrupt again. Pepsis assets were then purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores fountains after Coke ref utilize to give him a discount on syrup.Guth then had Lofts chemists reformulate the Pepsi-Cola syrup formula. Rise During the Great Depression, Pepsi gained popularity pursuit the introduction in 1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five cents, sales increased substantially. With a tuner advertising pass featuring the jingle Pepsi cola hits the spot / Twelve full ounces, thats a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you, Pepsi encouraged price-watching consumers to switch, obliquely referring to the Coca-Cola standard of six ounces a bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same price.Coming at a time of economic crisis, the campaign succeeded in boosting Pepsis status. In 1936 alone 500,000,000 bottles of Pepsi w ere consumed. From 1936 to 1938, Pepsi-Colas profits doub lead. Pepsis success under Guth came while the Loft Candy business was faltering. Since he had initially used Lofts finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v. Loft, then ensued, with the case reaching the Delaware sovereign Court and ultimately ending in a loss for Guth. Marketing pic pic A bottle of Pepsi with its 2003-2008 logo.This Pepsi logo is still used with Pepsi Wild Cherry, Pepsi ONE, and in many countries. In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the usual. In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first pistillate Pepsi salesperson, Denise Muck, to coincide with the United States bicentennial celebration. In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy.By 2002, the strategy was cited by Promo Magazine as one of 16 Ageless Wonders that helped redefine promotion marketing. In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included more than thirty different mounts on each can, introducing a new background every three weeks. One of their background designs includes a string of repetitive numbers 73774. This is a numerical expression from a telephone keypad of the word Pepsi. In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo and a minimalist label design. The redesign was comparable to Coca-Colas earlier simplification of their can and bottle designs.Due to the timing of the new logo release, some have criticised the logo change, as the new logo looked strikingly similar to the logo used for Barack Obamas successful presidential campaign, implicating a bias towards the President. Also in 4th quarter of 2008 Pepsi teamed up with Google/Youtube to produce the first daily entertainment show on Youtube for Youtube. This daily show deals with pop culture, internet viral videos, and celebrity gossip. Poptub is refreshed daily from Pepsi. Since 2007, Pepsi, Lays, and Gatorade have had a flirt Home the Cup, contest for Canadas biggest field hockey fans. Hockey fans were asked to submit field of study (videos, pictures or essays) for a chance at winning a party in their hometown with The Stanley Cup and Mark Messier. In 2009, Bring Home the Cup, changed to Team Up and Bring Home the Cup. The new installment of the campaign asks for team involvement and an advocate to submit content on behalf of their team for the chance to have the Stanley Cup delivered to the teams hometown by Mark Messier. Bans in India Pepsi ar rived on the black market in India in 1988. In 2003 and again in 2006, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, claimed that soda drinks produced by manufacturers in India, including both Pepsi and Coca-Cola, had dangerously high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products.In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, were banned in 2006 following partial bans on the drinks in schools, colleges and hospitals in five other Indian states. On September 22, 2006, the High Court in Kerala overturned the Kerala ban vox populi that only the central government can ban food products. Rivalry with Coca-Cola Main article Cola Wars consort to Consumer Reports, in the 1970s, the disputation continued to heat up the market. Pepsi conducted blind taste tests in stores, in what was called the Pepsi Challenge. These tests suggested that more consumers preferred the taste of Pepsi (which is believed to have more lemon crude oil, less orange oil, and uses vanillin earlier than vanilla) to Coke.The sales of Pepsi started to climb, and Pepsi kicked off the Challenge across the nation. This became known as the Cola Wars. In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The theory has been advanced that New Coke, as the reformulated drink came to be known, was invented specifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Cola quickly introducing a modified version of the original formula (removing the expensive Haitian lime oil and changing the sweetener to corn whisky syrup) as Coke Classic. In the U. S. , Pepsis total market share was about 31. 7 percent in 2004, while Cok es was about 43. 1 percent.Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However, exceptions include Saudi Arabia Pakistan (Pepsi has been a dominant sponsor of the Pakistan cricket team since the 1990s) the Dominican Republic the Canadian provinces of Quebec, Newfoundland and Labrador and Prince Edward Island and Guatemala.. Pepsi had long been the drink of Canadian Francophones and it continues to hold its dominance by relying on local Quebecois celebrities (especially Claude Meunier, of La Petite Vie fame) to sell its product. PepsiCo use the slogan here, its Pepsi (Ici, cest Pepsi) to answer to Coca-cola publicity Everywhere in the world, its Coke (Partout dans le monde, cest Coke).By most accounts, Coca-Cola was Indias leading soft drink until 1977 when it left India after a new government ordered The Coca-Cola Company to turn over its secret formula for Coke and dilute its stake in its Indian unit as required by the Foreign Exchange Regulatio n Act (FERA). In 1988, PepsiCo gained entry to India by creating a joint venture with the Punjab government-owned Punjab Agro Industrial community (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991 when the use of foreign brands was allowed PepsiCo bought out its partners and ended the joint venture in 1994. In 1993, The Coca-Cola Company returned in pursuance of Indias loosening policy.In 2005, The Coca-Cola Company and PepsiCo together held 95% market share of soft-drink sales in India. Coca-Cola Indias market share was 52. 5%. pic pic A sticker from a USSR-produced Pepsi bottle. The logo shown is a version used from 1973-91. In Russia, Pepsi initially had a larger market share than Coke but it was undercut once the Cold War ended. In 1972, Pepsico company struck a barter agreement with the then government of the Soviet Union, in which Pepsico was granted exportation and Western marketing rights to Stolichnaya vodka in exchange for impor tation and Soviet marketing of Pepsi-Cola. This exchange led to Pepsi-Cola being the first foreign product sanctioned for sale in the U. S. S. R..Reminiscent of the way that Coca-Cola became a cultural icon and its global spread spawned words like coca colonization, Pepsi-Cola and its relation to the Soviet system turned it into an icon. In the early 1990s, the term Pepsi-stroika began appearing as a pun on perestroika, the reform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as a lot of fizz without substance and as an attempt to usher in Western products in deals there with the old elites. Pepsi, as one of the first American products in the Soviet Union, became a symbol of that relationship and the Soviet policy. This was reflected in Russian author Victor Pelevins book Generation P. In 1989, Billy Joel mentions the rivalry between the two companies in the song We Didnt Start The Fire.The line Rock & Roller Cola Wars refers to Pepsi and Cokes usage of various musicians in their advertising campaigns. Coke used Paula Abdul,while Pepsi used Michael Jackson. They then continued to try to get other musicians to advertise their beverages. Whilst filming the Pepsi advert Michael Jackson burned his hair. In 1992, following the Soviet collapse, Coca-Cola was introduced to the Russian market. As it came to be associated with the new system, and Pepsi to the old, Coca-Cola rapidly captured a significant market share that might otherwise have required years to achieve. By July 2005, Coca-Cola enjoyed a market share of 19. 4 percent, followed by Pepsi with 13 percent. IngredientsPepsi-Cola contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine, citric acid, and natural flavors. The caffeine-free Pepsi-Cola contains the same ingredients minus the caffeine. The original Pepsi-Cola recipe was available from documents filed with the court at the time that the Pepsi-Cola Company went bankrupt in 1929. The original formula contained neither cola nor caffeine. Competitors Coca-Cola R. C. Cola Brands Under Pepsico (used in research) 1. Miranda 2. Slice 3. Mountain Dew 4. 7 Up About Miranda Mirinda is a brand of soft drink available in fruit varieties including orange.A citrus flavour is also available in certain areas of the Middle East. It is part of a beverage area often referred to as the flavor segment, comprising carbonated and non-carbonated fruit-flavored beverages. The orange flavor of Mirinda represents the majority of Mirinda sales worldwide. Mirinda is owned by PepsiCo and is primarily commercialized outside of North America. It competes with Coca-Colas Fanta and Cadbury-Schweppess Orange Crush brand, with flavor brands local to individual countries. As with most soft drinks, Mirinda is available in multiple formulations depending on the taste of individual markets. History Mirinda was originally produced i n Spain.It became available in the United States in late 2003 in bilingual packaging, and initially sold at a reduced price, presumably to become a competitor against Coca-Colas Fanta brand. Since 2005, Mirinda flavors have largely been sold under the Tropicana Twister Soda brand in the United States except in Guam, where Pepsi began selling it under the Mirinda brand in 2007 (replacing Chamorro Punch Orange). Pepsico also move to sell Mirinda in Brazil in late 1996, but the brand was discontinued in 1997 after weak sales, keeping the local brand Sukita under production. Recent events Mirinda campaigns over the years have included the Mirinda Woman campaign in the 1970s and a campaign in the 1994-1996 time frame with a campaign using the tag-line The Taste is in Mirinda with the Blue Man meeting.In some markets, including Mexico, the Blue Man Group campaign re-launched Mirinda away from a multi-flavor positioning to a brand solely focused on the orange flavor. The Blue Man Group c ampaign showed the Blue Man Group competing to drink orange Mirinda and celebrating a successful drink with an open-mouth exclamation of Mirindaaaa. Also in this same country Mirinda launch a campaign with the Pokemon anime series to the children with a promotion of many gadgets with the characters of the manga series. A recent, highly successful advertising campaign was launched in India featuring a handsome preadolescent gentleman, Stefan Persson, gallivanting about town in hunt of his sweet sweet Mirinda.Stefans credible portrayal of the Mirinda-obsessed youth earned the campaign accolades in Brand Equity, the advertising separate of a leading financial newspaper. Mirinda advertising campaigns over the last fifteen years have been handled by Pepsis stable of creative agencies, including BBDO and J Walter Thompson. Mirinda also on a regular basis introduces special movie-themed editions in Asia. Recent ones included Batman (Blueberry) and Superman (Fruit punch). Mirinda has also recently released a new flavour of drinks called Mirinda Sorbet. They come in two flavours Raspberry and Lime. Facts pic pic Pepsi and Mirinda (orange flavor) with Arabic labels (bottled, left to right). Mirinda is available in most continents of the world with other PepsiCo products.It is also in the Middle Eastern markets, but the name is commonly mispronounced as Miranda due to its Arabic spelling. The name Mirinda means amazing in Esperanto. There is a claim that the original manufacturer of Mirinda, which later sold the brand to PepsiCo, was an Esperanto-speaking individual. Spanish-speaking consumers whitethorn also associate it with merienda or afternoon (teatime) snack. Mirindas primary formulation is as an artificially flavored beverage however, it has been produced in the past with a percentage of fruit juice, usually due to local tax benefits tied to non-artificial juice ingredients. Mirinda was sold in a distinctive ribbed glass bottle in Australia and parts of a tomic number 34 Asia, when originally released there. Mirindas asesinas (Killer Mirindas) was the first short film of the Spanish filmmaker Alex de la Iglesia About Slice Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and introduced in 1984, with the lemon-lime flavor replacing Teem. Varieties of Slice have included Apple, Fruit Punch, Grape, Passionfruit, Peach, Mandarin Orange, Pineapple, Strawberry, Cherry Cola, Red, Cherry-Lime, and Dr Slice. Originally, the drink was known for containing 10% fruit juice, but that was discontinued by 1994. The original design of the can was a solid color, related to the flavor of the drink. These were replaced around 1994 with black cans, with a colorful transgress (once again, related to the flavor of the drink), along with slicker graphics.Around 1997, the cans became blue with color-coordinated swirls. The original orange flavor was reformulated at this time with an infiltration marketing campaign led by Danieli. The n ew flavors slogan was its orange, only twisted. Orange Slice has since been changed back to its original flavor. Lemon Lime Slice was replaced by Sierra Mist in most markets in the summer of 2000. Sierra Mist became a national brand in 2003. The rest of the Slice line was replaced in most markets by Tropicana Twister Soda in the summer of 2005, although the Dr Slice variety can still be found in some fountains. It has been discontinued in more and more markets though.In early 2006, the Slice name was resurrected for a new line of diet sodas from Pepsi, called Slice ONE. Initially, Slice ONE was available exclusively at Wal-Mart stores, in orange, grape, and berry flavors. All three flavors are sweetened with Splenda. In 2009 Slice (Orange, Diet Orange, Grape, Strawberry, Peach) will be sold only in Wal-Mart Stores. About Mountain Dew pic Mountain Dew (also known as Mtn Dew as of late 2008) is a soft drink distributed and manufactured by PepsiCo. The main formula was invented in Kno xville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 1940s, then by Barney and Ally Hartman, in Fayetteville, North Carolina and across the United States in 1964.When removed from its characteristic green bottle, Mountain Dew is beaming yellow-green and translucent. As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ordinal in sales in the same year. On October 15, 2008, it was announced that Pepsi would be redesigning their logos and re-branding many of their core products by the end of 2008. At the same time they registered the name mtn dew and a related logo with the United States Patent and Trademark Office. This also announced the re-launch of Mountain Dew in the UK, which was released by Pepsi in 1996 but was dropped in 1998 due to low sales.As of April 2009, the flavors Code Red and Live Wire continue to use the pre vious Mountain Dew design. Ingredients Mountain Dew lists its ingredients as Carbonated water Sugar (replaced by High fructose corn syrup (HFCS) in much of the United States) Concentrated orange juice Citric acid innate(p) flavors Sodium benzoate (preserves freshness) Caffeine (54 mg per 12USfluid ounces (350ml)) Sodium citrate Erythorbic acid (preserves freshness) Gum arabic Calcium disodium EDTA (to protect flavor) Brominated vegetable oil Thiamin hydrochloride About 7 UP pic 7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink.The rights to the brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its licensees) in the rest of the world. The 7 Up logo includes a red spot between the 7 and Up this red spot has been animated and used as a mascot for the brand as Cool Spot. style According to Professor Donald Sadoway (MIT) the name is derived from the atomic mass of Lithium, 7, which was originally one of the key ingredients of the drink (as lithium citrate). However, there are numerous myths explaining the name. One popular myth is that its creator named the soft drink after seeing a cattle brand with the number 7 and the letter U. Other theories suggest that the drink was formulated with heptad flavors plus the bubbles from the drinks carbonation (the bubbles go up).Other ideas include the original bottle contained 7 ounces its creator came up with the name while playing dice that it was the 7th large commercial lemonade brand that tasted the same. Another rumor has it that the name was created because the company had antecedently failed six times, hence the name 7 Up. Before the formula change in 2006, a can of 7 Up included seven ingredients. The Up in the drinks name might refer to the original inclusion of lithium citrate, when it was marketed as a evident medicine to cure hangovers. Some people mistakenly believe that the name 7 Up comes from the belief that its pH is 7. 0 and therefore neutral. This is not the case at all the pH of 7 Up is comparable to many other soft drinks. At a pH of 3. 67, Diet 7 Up is less acidic than lemon juice (pH 2. ), vinegar (pH 2. 9) or wine (pH 3. 5). History 7 Up was created by Charles Leiper Grigg who launched his St. Louis-based company The Howdy Corporation in 1920. Grigg came up with the formula for a lemon-lime soft drink in 1929. The product, originally named Bib-Label Lithiated Lemon-Lime Soda, was launched two weeks before the Wall Street Crash of 1929. It contained lithium citrate, a mood-stabilizing drug. It was one of a number of patent medicine products popular in the late-19th and early-20th centuries they made claims similar to todays health foods. Specifically it was marketed as a hangover cure. The products name was soon changed to 7 Up.The Great Depression was just the beginning of the business challenges the product would face. In its early years, there were around 600 lemon-lime beverage brands being sold in the US. 7 Up was able to survive and become the market leader in the category by being one of the first to be nationally distributed as well as being marketed as more healthy than other soft drinks. The success of 7 Up led Grigg to rename his company to The Seven Up Company in 1936. Lithium citrate was removed from 7 Ups formula in 1950. Expanding the brand beyond a niche market, major competitors began to set their sights on it such as The Coca-Cola Company with its fairy brand introduced in 1961.Sprite would not challenge 7 Ups position seriously until the 1980s when Coke forced its major bottlers, then distributing 7 Up, to drop the beverage in deference to Sprite. 7 Up challenged Cokes actions in court as anti-competitive, a challenge they eventually lost. edict 7 Up has been reformulated several times since its launch in 1929. In 2006, the version of the product sold in the U. S. was re-formulated so that it could be marketed as being 100% Natural. This was achieved by eliminating the pre servative calcium disodium EDTA, and replacing sodium citrate with potassium citrate in order to reduce the beverages sodium content. This re-formulation contains no fruit juice and is still sweetened with high fructose corn syrup (HFCS).The manufacturing process used in the production of HFCS has led some public health and special interest groups to challenge the ad campaigns natural claims. In 2007, after the Center for Science in the Public Interest threatened to sue 7 Up, it was announced that 7 Up would stop being marketed as 100% natural. Instead, It is now promoted as having 100% Natural Flavors. The controversy does not extend to other countries, such as the United Kingdom, where high fructose corn syrup is not generally used in foods, including 7 Up. Methods used during my research- Interview method During the research I used the personal interview method. I asked the questions generally face to face. sometime only for the appointment I used the telephonic method. Questionn aire methodMostly I used the proper sequencing of the questions I used rating scale method Reason I hark back that this type of question is very easy and attractive to give the answer for respondent. I also used multiple choice type questions. Reason because this type of question is also easy for the respondent to give the answer. This is also helpful for loose and reasonable analysis. Open ended this type of question I also used in the form of personal interview. Research Design The design that is used in this project is exploratory design. The reason for choosing this design was to get clear response from the customers. I also used descriptive research design. Research Instrument usedIn this research I used mainly the structured questionnaire for getting the different type of information. Sample Size My sample size for this research report was of 100 individuals. Fieldwork It includes giving out in the field to see required information and data from the concerned person. I used to visit major educational institutes, localities, markets, shops, malls usually area wise conducting short interviews & giving ken and for the promotion about the. Under this survey my main objective was to have an interaction with its users and to find out their preferences. ANALYTICAL TOOLS USED Different types of graphs are used 1) Pie 2) Cylindrical Charts 3) Column Charts 4) Table of all percentage. About the ResearchParticularly about the project, this research was carried to know the Brand potency about the various brands of soft drinks in Indian Market on the basis of calculations of several values of each brand namely 1. evaluate Of Memorization (VM) this is value of a brand which states the degree of remembrance of a particular brand. It tells that how much does one individual remember about the brand. 2. appreciate Of Association (VA) this is the value of the brand which tells the degree of acquaintance of a brand for an individual to his personal life experien ces. 3. pass judgment Of description (VD) this is the value of the brand which tells the degree of a brand, that how much does it describes its features check to its brand name. 4.Value Of Motivation (VMo) this tells the value of the brand in the terms of the degree of motivation which the brand gives to the user to buy it. 5. Value Of Reurchase (VR) this tells the value of a brand according to which it can be calculated and stated that an individual will repurchase the brand. Market Potency = VM*VA*VD*VMo*VR Softdrink Brands Chosen for Research 1. Pepsi 2. Coca-cola 3. Thums Up 4. Mountain Dew 5. Sprite 6. 7 Up 7. Maaza 8. Slice 9. Mirinda 10. Fanta Data Analysis & Interpretation 1. People going for Brand wise or Taste wise in soft drink brands? (out of 100) pic Interpretation According to the above mentioned question, it was asked that whether the user have soft drinks on the basis of Brand or its taste.Therefore it can be interpret from the above graph that 77% of the sample size goes for soft drinks on the basis of its taste whereas 23% of the sample size goes on the basis of its brand. Brandwise Tastewise 23 77 2. Average, maximum & minimum age of the sample ? (out of 100) pic Interpretation According to the interpretation of this graph we can conclude that the average age of the sample is of 23 years, maximum age of the sample is of 49 years and minimum age of the sample is of 16 years. Average Age 23 Maximum Age 49 Minimum Age 16 3. Value of memorization for each soft drink brand. pic InterpretationAccording to the diagram Brand Pepsi & Coke holds the maximum Value of Memorization among all the other brands i. e. these brands are quickly comes into the mind of the consumers. Whereas Slice & fanta holds the least value of memorization (8%). On the scale of 5 Pepsi Coke Thums up Miranda Slice 4. 34 4. 19 4. 16 3. 48 3. 01 Maaza Mountain Dew Sprite 7 UP Fanta 3. 62 3. 58 3. 58 3. 29 2. 95 4. Value of Repurchase for each soft drink brand. picIn terpretation According to the diagram Brand Pepsi, coke, Maaza & Thums Up holds the maximum Value of Repurchase among all the other brands (11%) i. e. these brands are easily repurchased by the customers. Whereas Fanta holds the least value of repurchase (8%). On the scale of 5 Pepsi Coke Thums up Miranda Slice 3. 54 3. 56 3. 82 3. 07 2. 97 Maaza Mountain Dew Sprite 7 UP Fanta 3. 61 3. 07 3. 29 2. 84 2. 49 5. Value of motivation for each soft drink brand. pic Interpretation According to the diagram Thums Up holds the maximum Value of Motivation among all the other brands (13%) i. e. this brand easily motivates the customers. Whereas Fanta holds the least value of motivation (8%). On the scale of 5 Pepsi Coke Thums up Miranda Slice 3. 43 3. 43 3. 76 2. 88 2. 83 Maaza Mountain Dew Sprite 7 UP Fanta 3. 28 3. 27 3. 19 2. 9 2. 37 6. Value of Association for each soft drink brand. pic InterpretationAccording to the diagram Pepsi holds the maximum Value of Association among all the other brands (13%) i. e. this brand is easily associated by the customers to their personal life experiences. Whereas, Fanta holds the least value of Association (7%). On the scale of 5 Pepsi Coke Thums up Miranda Slice 4. 43 4. 33 4. 47 3. 32 3 Maaza Mountain Dew Sprite 7 UP Fanta 3. 19 3. 59 3. 54 3. 43 2. 63 7. Value of Description for each soft drink brand. pic InterpretationAccording to the diagram Thums up & Mazza holds the maximum Value of Description among all the other brands (12%) i. e. this brand is easily Describes its brands name according to the taste and brand it holds. Whereas, Fanta holds the least value of Description (8%). On the scale of 5 Pepsi Coke Thums up Miranda Slice 3. 2 3. 51 3. 96 2. 86 3. 32 Maaza Mountain Dew Sprite 7 UP Fanta 3. 75 3. 29 3. 06 2. 95 2. 56 8. Which brand holds the maximum market potency ? This is the original question for which this whole research was carried on, he answer for the maximum market potency holder brand can be int erpreted by the following charts pic pic Interpretation According to the above mentioned bar and chart it can clear be known that in Indian Soft drink market specifically in Lucknow region Brand Thums Up has a maximum market Potency i. e. the brand Thums Up is very well known, remembered, and demended the most in the market by the consumers. Percentage wise Thums Up holds 22% of the total Brand Potency while Fanta holds the minimum market Potency. It can be noticed well that both the maximum and the minimum potency brands are owned by COCA COLA. Pepsi holds the third position with 15% of brand potency.Above bar chart also deicts the brands with their levels in the analysis. Suggestions & Recommendations This research was particularly carried for only knowing the barnd name in the soft drink market of lucknow having the maximum market Potency which is Thums Up. It is suggested to Pepsico in Lucknow that it holds the third position in the research of market potency, which Pepsi bran d holds. It is noticeable that the first positions are held by the competitors Coke. The company Pepsico should increase their marketing efforts. Limitations of the Study though best efforts have been made to make the study fair, transparent, error free, there might be some inevitable and inherent limitations.Though I tried my level best to make this report most accurate, some of the limitations are as follows ? This study is valid for Lucknow city only. ? Due to certain unavoidable reasons, it was not possible to cover each and every outlet such as holidays, absenteeism, working closed etc. ? There may be some bias response. ? Some of the customers didnt provide dull data. ? Most of the customers were too busy to meet. ? Too much time consumed on some calls because of appointments and waiting. Conclusion Soft drink market whether on micro or macro scale, it is vast and full with great opportunities. It is one of the industry which is not adversely affected by the recession proces s. aim for soft drink is still at large, which is resulting in the launch of new and more soft drink variants. Due to which also the companies are adopting aggressive market strategies. Although consumers are going for and liking every soft drink brand but definitely some brands have more value and demand in the market than compared to others. This research was carried out for knowing the brand having maximum market potency, which is Thums Up hence objective achieved. At the end of this report we can clearly conclude that Coke had been greatly got success in the local Lucknow market of soft drinks as the first two positions of maximum potency Brands are held by Thums Up (22%) and Coca cola (16%).This tells us that cokes marketing strategy is far more clear cut and accurate than its competitors Pepsico, Coke is very well understanding the mind of the local Lucknow Consumers, which is making coke and its other brands more preferred and desired by the consumers in Lucknow market than c ompared to Pepsicos Brands. Annexure NameAge.. Address.. Mob. No. Occupation. E-mail. 1 Excellent2 Good3 Average4 Satisfactory5 Bad Questn 1 Which softdrink do you drink the most ?. Questn 2 You choose your softdrink on what basis ? Brand wise ()Taste wise ()Questn 3 How early and fast can you recall the following brands first? (rate from 1 to 5 for each) Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) Questn 4 Priority wise tell that which brand will you repurchase again ? (rate from 1 to 5 for each) Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) Questn 5 Do you get attracted or feel motivated towards the following brands for the purpose of use ? Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) Questn 6 Are you aware of the company names of these brands ? rate from 1 to 5 for each) Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) Questn 7 Do you feel that the following brand names justify their name with their purpose ? Pepsi Coke Thumbs Up Miranda Slice ( ) ( ) ( ) ( ) ( ) Maaza Mountain Dew Sprite 7 UP Fanta ( ) ( ) ( ) ( ) ( ) picpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpicpic