The Madness Of Playing :: essays research papers

<a href="http://www.geocities.com/vaksam/">Sam Vaknin's Psychology, Philosophy, Economics and Foreign Affairs Web Sites If a lone, unkempt, person, standing on a soapbox were to say that he should become the Prime Minister, he would have been diagnosed by a passing psychiatrist as suffering from this or that mental disturbance. But were the same psychiatrist to frequent the same spot and see a crowd of millions saluting the same lonely, shabby figure - what would have his diagnosis been? Surely, different (perhaps of a more political hue). It seems that one thing setting social games apart from madness is quantitative: the amount of the participants involved. Madness is a one-person game, and even mass mental disturbances are limited in scope. Moreover, it has long been demonstrated (for instance, by Karen Horney) that the definition of certain mental disorders is highly dependent upon the context of the prevailing culture. Mental disturbances (including psychoses) are time-dependent and locus-dependent. Religious behaviour and romantic behaviour could be easily construed as psychopathologies when examined out of their social, cultural, historical and political contexts. Historical figures as diverse as Nietzsche (philosophy), Van Gogh (art), Hitler (politics) and Herzl (political visionary) made this smooth phase transition from the lunatic fringes to centre stage. They succeeded to attract, convince and influence a critical human mass, which provided for this transition. They appeared on history's stage (or were placed there posthumously) at the right time and in the right place. The biblical prophets and Jesus are similar examples though of a more severe disorder. Hitler and Herzl possibly suffered from personality disorders - the biblical prophets were, almost certainly, psychotic. We play games because they are reversible and their outcomes are reversible. No game-player expects his involvement, or his particular moves to make a lasting impression on history, fellow humans, a territory, or a business entity. This, indeed, is the major taxonomic difference: the same class of actions can be classified as "game" when it does not intend to exert a lasting (that is, irreversible) influence on the environment. When such intention is evident - the very same actions qualify as something completely different. Games, therefore, are only mildly associated with memory. They are intended to be forgotten, eroded by time and entropy, by quantum events in our brains and macro-events in physical reality. Games - as opposed to absolutely all other human activities - are entropic. Negentropy - the act of reducing entropy and increasing order - is present in a game, only to be reversed later.

Concert Report Essay -- Music

For this concert report I chose to go to a performance of student composers held at the Kimball Recital Hall. I chose this one because I wanted to see some of the talent that my peers have in the music realm, and also it was one of the only concerts I have been able to attend because I usually work at night. It was impressive to hear pieces composed by students. I cannot imagine creating something as complex as a musical composition, much less actually performing it, so this aspect of the concert was particularly awe-inspiring. There was a large attendance, and I think that much of the audience consisted of friends of the composers and/or performers. I went with three friends, who I convinced by telling it would be interesting to see student composers.   Ã‚  Ã‚  Ã‚  Ã‚  The first piece was called Oblique/musique composed by Patrick Swanson. This piece instantly stood out among the others because of the instruments involved. The piece was performed by two people: one playing a vibraphone and the other playing a large drum/cymbal/gong. However, the piece also contained prerecorded sounds of static, bass, and an incoherent voice. In this piece the melody was repeated many times. It was similar to the works of John Adams because of its repetitions, background recording, and minimalistic sounds.   Ã‚  Ã‚  Ã‚  Ã‚  The second piece was a piano composition by Thalia Ventimilla called Ecuadorian Afternoon. This piece had a very relaxing melody and a â€Å"walking speed† tempo. It was not fast and not slow. The intensity of the piece started out high and gradually declined, then built up to decline again. This went on in a series of decrescendos, rising and falling with lots of chords being played.   Ã‚  Ã‚  Ã‚  Ã‚  The third piece was a duet for the flute and the oboe by Julia Grace Brown. The piece contained two movements, but I could not tell when one stopped and the second began because there was no pause. While they played the flute was quicker, playing in short, fast, high pitched notes. On the other hand, the oboe was steadier and carried the notes slightly longer, and it lead the flute through the song. Sometimes the two instruments played simultaneously, and sometimes the flute would mimic the oboe and follow it through the movement. Overall, the piece started out fast and eventually slowed with the two instruments ending together, but the flute always played in a higher range with a more piercing ... ..., intensity, and length. The entire movement had a feeling of rising to a maximum point which could not be surpassed. In the third movement the flute and the piano played together and played nearly the same thing, with the exception of the flutes higher notes. This to had an increasing in intensity and tempo. Now for the sake of time, and because this report is already too long, I will skip to the last piece. Also, the seventh piece was so long that I could keep discussing it.   Ã‚  Ã‚  Ã‚  Ã‚  The final and twelfth piece was made up of excerpts from a longer work called Five Short Pieces for Clarinet and Bassoon. To me, maybe because the concert was beginning to get long or maybe because I did not have many notes over it, the last piece seems fairly similar throughout its movements, or â€Å"Short Pieces.† The first was an up-beat piece with a distinct melody. The clarinet and bassoon alternated, with the clarinet playing the higher notes. The second movement had a have complete feel to it. The two instruments played at the same time, close to it. The third movement was an impressive sounding mix of ups and downs. It seemed that the performers were working very hard and it sounded very complex.

The Game of Hackysac or Footbag :: essays research papers

The Game of Hackysac or Footbag What if I told you that in my hand I hold the secret to world harmony that diplomats have been searching for for centerys. That a toy about the size of a plumb can improve your physical and mental well being tremendously. It may sound corny, but it may even bring you at peace with the world. You may call me crazy, but I believe that this little devise can do all these things. This is the hackysac, or footbag as it is officially known, and it is the only component necessary in a very exciting game. But to me, it is much more than a game. To me, it is an expressive dance, a natural high, an important social skill that everyone should become familiar. I am now going familiarize you with this social skill by explaining some philosophy behind it and showing you some basic kicks. The Olympics claim to promote peace and unity, but any hacker will tell you the true goodwill game is hackysack. It has kept warrior guards awake in ancient China, warmed up the legs of soccer players, and helped treat sports injuries by stretching muscles and tendons. Through it's lattest incarnation, though, it's the ultimate neo-hippie sport;the athletic equivalent of tie-dyed clothing or listening to the Grateful Dead. Hackysac's reputation as a game of peace, love and understanding may have begun during a 1987 American-Soviet peace walk protesting the arms race. As hack circles developed along the road from Leningrad to Moscow, people joked that summit meetings weren't the answer and the true secret to lasting peace among nations lay in the game of hackysack. The dynamics of the game reinforce the hac's image of a game of good-will. Basically, the hac is pass through the air with any part of the body except the hands and arms. A circle is formed as more people join in, and there is no limit to the number of players. In fact, the more the merrier since the fun increases with more players. This makes the sport inherently welcoming, all you need do is ask and your in. The circle itself is significant in that it makes everyone equal, there is no single "important" position, no quarterbacks, centers, goalies, or bench warmers. Best of all, you can hack just about anywhere except in line at the bank. A friend of mine once asked me, "Why do you play hackysac? You can't score and you can't win." To which I responded, "Exactly." The fact that emphasis is not place on scoring or wining is the beauty of the sport.

Advertising Campign of Nutella

[pic] TABLE OF CONTENTS |S. No: |Contents |Pg. No: | |01 |LETTER OF TRANSMITTAL |03 | |02 |ACKNOWLEDGMENT |04 | |03 |EXECUTIVE SUMMARY |05 | |04 |BACKGROUND/OVERVIEW |06 | |05 |OBJECTIVE OF THE COMPAIGN |07 | |06 |TARGET AUDIENCE |09 | |07 |STATEMENT TO ACHIEVE THE OBJECTIVE |10 | |08 |RATIONAL & EMOTIONAL REASONS TO BELIEVE & BUY |11 | |09 |COMPETITION |12 | |09 |COMPETITIVE ADVANTAGE |12 | |10 |COMPETITORS |13 | |11 |SWOT ANALYSIS |14 | |12 |PRINT AD (HALF PAGE) |15 | |13 |PRINT AD (FULL PAGE) |16 | |14 |STORYBOARD |17 | LETTER OF TRANSMITTAL B. B. A FALL 2011 PAF-KIET DECEMBER, 2011 SIR SYED HASSAN AZIM PAF-KIET DEAR MR. AZIM WE HAVE MUCH PLEASURE IN SUBMITTING THE REPORT ON â€Å"NUTELLA†. PRAISE TO ALMIGHTY ALLAH, OMNIPOTENT AND OMNISCIENT WHO BESTOWED UPON US THE POTENTIAL AND ABILITY TO ACCOMPLISH THIS WORK. WE WISH TO EXPRESS DEEP SENSE OF SINCERE GRATITUDE FOR THE SUPPORT, HELPFUL SUGGESTION, CONSTRUCTIVE CRITICISM AND ENCOURAGEMENT TO YOU, GENEROUSLY EXTENDED TO US IN OUR WORK. WE HAVE COMPLETED THIS REPORT TO THE BEST OF OUR KNOWLEDGE AND CAPABILITIES. WE HOPE THIS REPORT COME UP TO THE MARK. YOUR’S SINCERELY, FAIZA KHAN (234) ACKNOWLEDGMENT WE ARE FIRST & FOREMOST THANKFUL TO ALMIGHTY ALLAH FOR GIVING US THE STRENGTH & CAPABILITY TO ACCOMPLISH THIS TASK. WE ARE ALSO THANKFUL TO OUT INSTRUCTOR SIR HASAN AZIM FOR PROVIDING US IMMENSE KNOWLEDGE OF THE COURSE THAT HELPED US IN OUR PROJECT COMPLETION. WE THANK THE PEOPLE WHO ACTED IN OUR TVC. AND LAST BUT NOT THE LEAST OUR PARENTS, FOR ALL THEIR LOVE & SUPPORT. EXECUTIVE SUMMARY THIS REPORT IS BASED ON THE NEW ADVERTISING CAMPAIGN OF NUTELLA, THE CHOCOLATE SPREAD. REPORT INCLUDES THE INTRODUCTION & CURRENT POSITIONING OF NUTELLA & THE NEW ONE THAT WE ARE PROPOSING. WE HAVE ALSO EXPLAINED THE TARGET MARKET, & HAVE DESIGNED THE CAMPAIGN IN A WAY THAT IT CAN ATTRACT THE ACTUAL & POTENTIAL CONSUMERS EMOTIONALLY AS WELL AS RATIONALLY. REPORT INCLUDES THE STORYBOARD OF THE TVC, RATIONALE BEHIND THAT, THE TAG LINE, SWOT ANALYSIS & SEVERAL OTHER RELATED THINGS. BACKGROUND This remarkable story began in 1946, in Italy, where, after the war, candy and confections wherein short supply and were purchased mainly for special occasions from the local sweet shop. It was here in northwestern Italy in the small town of Alba, that master confectioner Pietro Ferrero developed a system that enabled him to mass-produce true quality confections and offer them to consumers at reasonable prices. That original Ferrero philosophy was based on a few simple principles: ? Use only the highest-quality ingredients ? Be unique! Never copy anyone else; then Manufacture with the most modern technology Add to that, procedures for ensuring consumers taste only the freshest possible product, as well as some very clever marketing, and the Ferrero story began to unfold. Ferrero is company founded in 1946 in Alba. Originally from pastry shop, today Ferrero International is the world’s fourth largest companies in the confectionery Market. OVERVIEW Nutella chocolate spread is launching in local market although it’s available locally but a wide range of people have some confusion or not familiar with its usage and nutritious value. We are adding a variant which suits to our local environmental need. The competition locally is not very severe b/c people not aware of the product. And no company doing any sort of awareness campaign regarding it. Our product is not just. A chocolate spread but we link a high quality nutritious ingredients in it. The problem which we can face is creating product acceptability regarding its real core values. Locally we don’t have very strong competitor and to some extent imported items. So this is also an opportunity for us that locally no other company doing any sort of promotion and doing any product awareness activities. So it gives us a competitive edge. But the main point of differentiation which itself is very strong is the quality and its nutritious values. We are trying to focus children and mothers. Creating awareness among them and create a high acceptance and proper usage of it among them. The one more reason to target them is that they have a strong impact on buying decision. We just want to endorse it as a quality product which met the requirement of the growing child. PRODUCT DESCRIPTION The product we take is the chocolate spread popular among the children. The product under NUTELLA brand is of very high quality, richer in texture and awesome in taste. Along with it, it’s really nutritious. Something new coming up in this umbrella brand. And we have done it by our pre-research campaign. In that we conduct three focus groups and take expert opinion with different doctors and nutritionist. So what’s new [pic] The upcoming new market champ is inducing a power of strength in every mama’s child. That is CHOCLATE SPREAD WITH ALMOND designed especially according to our local environment. [pic] OBECTIVE OF THE CAMPAIGN We took a product NUTELLA. And in this line no company doing any sort of promotion. A very few people know about these products although they exist in market. People use it but a very large no. of people doesn’t know about the products about its nutritious values and usage. We use it in many ways by doing little variations. Enjoy different taste, texture and awesome recipes. We can use it alone it is also very tasty and nutritious. Nutrition consider it a complete meal (covering 60% of your breakfast requirement). A healthy food for growing children’s and has very high acceptance and likability by growing child. The consumer is going to accept it because of its multipurpose usage. We can use it as it is. It’s ready to eat. It has high nutritious values. Multipurpose use in different range of products like in baking, toping, in dessert, for shakes etc As we all know Nutella already like and accepted by the market. So the new line range are highly accepted by the people who already like and accepted it as a nutritious product and prefer it for their child. They like new range of it and accepted. They got new options and variety of range in taste. Now to make our product successful we have to maintain that trust and belief of our potential customer. We have to assure quality and taste richness and variability of line. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. [pic] [pic] STATEMENT TO ACHIEVE THE OBJECTIVE MAGIC OF MAMA HMMMMMMMMMMMMM †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ YUMMY! This is the line that attracts us most because it captures our whole idea. We can define it from three perspectives. First of all it tastes good. Normally children avoid eating any food and food supplement. Children like to eat it. It’s healthy its yummy child. So it’s magic for mummies i. e. ithout any hazel children eat healthy food and demanding more and more. Second perspective its healthy helps in growing, make you stronger. Give insta nt energy. So it is magic by having a spoon of Nutella you get instant energy and freshness of rich creamy taste. It is acceptable by children as well as for chocolate lovers. So you can motivate your child by saying its magic. By eating this you are becoming bigger and bigger. Your bones become stronger. Your mind becomes sharper. So children associate with it as a magic given by their mama’s. Nutella gives an assurance of balance diet or a complete breakfast for kids or a must have a spoon in morning meal for kids. Children and females are the key motivator of buying decision. By using word mama we capture whole mothers segment. It gives sense of association. It is creating a bond between mom’s and Nutella. RATIONAL AND EMOTIONAL REASONS TO BELIEVE AND BUY The Rational Reasons to buy and believe Nutella is that, we have approved Nutella from the Specialists Doctors, Health Care Specialist and common people as well through focus group. They all approved Nutella as a completely safe and healthy product for children’s and for everyone. Nutella is healthy and nutritious product for the whole family health’s that’s why the rational reasons exist in to believe and buy Nutella. Every person wants to give healthy and nutritious food to his family and especially children. With the growing trend of working women, it is somewhat becoming a challenge for women to prepare breakfast early in the morning for the whole family. With Nutella, we provide them with ease & convenience that they are no more required to prepare the traditional breakfast in the morning, which, essentially is pretty time consuming; rather they can use Nutella chocolate spread to be enjoyed at breakfast with bread, bun, milk or cookies and having that equivalent nutritious values. Nutella could also be used in many desserts and in different shake. So people get many benefits from a single product and can use it in different ways. The Emotional Reasons to believe and buy Nutella is that every mother wants to give quality and nutritious food to the family. Mothers normally prefer doctor opinion regarding their child health products. Normally doctors have good reputation and high acceptance in any society . people easily accept doctor opinions. Its healthy food having high nutritious value, give instant energy and power. Helps in growing. It is a complete intake that provides the necessary nutrients required by the body. So every mother wants to buy healthy product and give highly nutritious values to their child. This way Nutella grabs the attention of consumers emotionally as well as rationally by offering the following benefits: †¢ Ease †¢ Convenience †¢ Taste †¢ Nutrition Value for money †¢ Plus, it saves time [pic] Our Mission is to have become the name that immediately comes to mind of our customer† This will be accomplished by; †¢ Making, distributing & selling the high est quality. †¢ Operating our business with honesty & integrity. †¢ Giving back to community by: †¢ Purchasing goods & services from local businesses whenever possible. †¢ Concern to future of our society by giving high nutritious product to its upcoming generation †¢ Providing employments opportunity locally †¢ We will offer differentiated nutritious high quality product to feed customers’ needs. †¢ Having concern to our customer health. OVERVIEW OF OUR CAMPAIGN We are designing a marketing plan for our Brand Nutella along with it launch a new variant under its chocolate spread. We introduce new product line with different ingredient and under the same brand name Nutella taking into consideration local environmental effect. Market Plan is sub divided into marketing strategy, business objectives, SWOT analysis, advertising objective, advertising strategy& current market position. Concentrated marketing Strategy is used for our brand as a proven, measureable & unique. Goals, task, resources & Feedback terms are used in order to make business more effective. Describes our brand strengths, weakness, opportunities & threats we would face during launching & after launching. Advertising objective [pic] Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTI SING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. ? Current Market Position [pic] It includes size, positioning, placing, and customer preferences , share & business consideration 1. Set of potential customers who have similar needs 2. Who reference each other when buying? 3. Are alike in the way ? Perceive values ? View product and quality Purchase product †¢ To understand customer wants and demands †¢ Easy to become a leader of a small market †¢ Generally more profitable and more effective use of marketing rupee. †¢ country: Pakistan †¢ City: Karachi †¢ Density: Urban & Sub-Urban †¢ Age: 3 years up to15 †¢ Gender: boys and girls both †¢ Income: 35,000 & above †¢ Religion: Respecting all aspects of all religions †¢ Nationality: Specifically Paki’s & other supporting nations! †¢ Social class: Super class, upper middle and moderate class †¢ Lifestyles: zealous & achievers Personality traits: ambitious, obsessive, moderate and simple. †¢ Usage: daily basis †¢ Benefits: nutritious, healthy, within your means, quality guaranteed & easily available. †¢ Loyalty users: strong & absolu te †¢ Readiness stage: fascinated & intending to buy †¢ Attitude towards product: excited & positive because of its current market image and nutritious value. †¢ Grouping customers according to the strength of their product loyalty. †¢ Example: Frequent purchaser. †¢Ã‚  Customers develop loyalty for a variety of reasons; ? Product satisfaction ? High quality ? Affordable price ? Easily available ? Get all the demands & desires from their loyal brand. ? Mind matching Get all the designs that they want. ? Unique & different to rest of the products in the market. General Strategy Options (as they relate to target marketing) †¢ Undifferentiated Marketing †¢ Differentiated Marketing †¢ Concentrated Marketing †¢ Micromarketing SELECTING AND EXECUTING A STRATEGY Basic determinants of marketing strategy: †¢ Company resources. †¢ Product homogeneity. †¢ Stage in the product lifestyle. Competitors’ strategies. †¢ Concentr ated marketing Focusing marketing efforts on satisfying a single market segment; also called niche marketing. †¢ Approach can appeal to mothers specially working ladies and children and too some extent father. Offer highly specialized quality ingredients. †¢ Nutella appeals to healthy conscious & chocolate lover. †¢ Specialized in their own making †¢ art of selecting concentrated strategy †¢ By this tic tact, Nutella induce a new wave of taste in spreads. †¢ Has its own unique way of describing taste and quality. †¢ Can put dreams on real edge, this is the main objective. A marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers’ minds relative to the competition †¢ Attributes †¢ Price/quality †¢ Competitors †¢ Application †¢ Product user †¢ Product class Oftentimes, positioning focuses on Points-of-difference (PODs) The act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market & consumers. The further details of positioning can be measure by positioning map; – In planning our positioning strategies, we prepare a positioning map which gives a view that consumer’s perception about our brand versus competing high- low price according to places & quality. – The better the place, the better the quality with relative high price like Agha’s, Hyper star, Naheed etc having relatively high cost. Consumer’s perception would be quite clear regarding our brand & its quality. This is the strategy that gives a benefit to both parties. Consumers, who can’t afford high prices, can go to places like Imtiaz store & other outlets & get their desired stuff. – On other hand, we are having our benefit in our perception i. e. we cost in accordance to quality. And we are providing highest quality food which suits the growing child. COMPETITORS THE MARKETING MIX Marketing mix includes product, price, distribution and promotion. As powerful as single element can be, it’s the unique blend to create by changing in juggling all four that leads to possible sat isfaction. Thus promotion which includes advertising must be balanced with the product design, the price and the method of distribution to create the overall marketing mix that customer considers when they chose their product. PRODUCT Nutella is a cheerful brand emerge with vigor to satisfy our customers want , Customers would like to acquire their money's worth from a product they purchase, our brand not only is the better worth of their money they paid but also the cheerfulness brand spreading Brand name Is for better recognition & to make it peculiar with the company launching. It also turns product exclusive & give rise to brand loyalty. The Brand name is Nutella, which have already international reorganization all around the world. It must help us out and also help in promoting our new ass variants. Quality Highest quality approved by international and local doctor. Highest nutritious value among its competitor. Rich and creamy texture along with awesome taste. Safety Aspire to gain our client’s, confidence by paying attention to the finest detail of each and every product & make it durable, perishable and safe. Packaging As it symbolize the feeling with which brand is stepping in to the market, Nutella is outspreading joviality and cheerfulness with its chromatic and variegated packaging. Expiry Each item we manufacture carries a one-year expiry. Size Providing the whole size range gratify the selected segments, providing different size bottles from economy pack to family jar. Skim prices: Charging a relatively high price for high quality product available in the market, in order to build a high-quality image. Competition based prices: As it does depend and related with raw material prices, we may landed with competition based price at product maturity stage Market oriented prices: We do not follow market oriented pricing approach, claiming our product as of excellence indication. Special offer pricing: On festive occasions the brand pricing strategy slightly change with customer deals name â€Å"magic† deals comprises relatively moderate prices with some additional value added surprises. PLACEMENT Brands positioning is done on Quality over pricing. We want to position our brand in customer mind. We want customer demand our product. We cater all that places where our target market can reach. We provide our own customized racks for placing our brand in store so that it easily identifiable and differentiated from other brands. Distribution channels: Nutella has already establish distribution channel which augment deliver its offerings to valuable customers Inventory management: Brand has efficient inventory management system to control the market setup, for better sales forecasting, sales and operation. Warehousing & Distribution centers: The brand will operate with the existing warehouse, Nutella posses Satisfy their external suppliers by providing them with clear instructions and requirements and then paying them fairly and on time. So, the product reaches to their destiny safely. Advertisement: TV, radio, poster, news paper, internet, magazines, public transport, children shows, socializing network are the mediums, brand willing to use, for placing promotional content. Promotion Promotional strategy: Push & pull; brand decided using both strategies side by side increase force and trade promotion activities & advertisement efforts. Sales promotions: Settle on to publicize brand through sales promotion by presenting incentives and distributing merchandise to buyers or giveaways. Cash in a bucket, price discounts on events or launch, combination offers like chocolate syrup with spread Personal selling: In here face to face is the most common tactic to follow, but Nutella steps in with new energy so social events & exhibitions & sales force are approaches to act upon Public relations & publicity: Brand support marketing public relations by hosting middlemen meeting quarterly and providing privilege club member cards. Throwing parties on new product lunch, Co operate public relation, Communication, CSR, Media are also be the tools. PROMOTIONAL STRATEGY (PULL): MEDIUMS: †¢ Electronic o Television o Radio o Digital media ? Face book ? Yahoo ? Google ? YouTube ? geo †¢ Outdoor o Billboards EVENTS AT DIFFERENT PLACES LIKE: †¢ Arena †¢ Emerald tower †¢ Park tower †¢ Forum †¢ Hyper star BRAND ACTIVATION: †¢ Different shopping malls †¢ Expo-exhibition (books fairs of children) †¢ At schools PRINTING THE NUTELLA LOGO ON: †¢ School lunch boxes †¢ Milk shake bottles or water bottles †¢ Stationary products Direct marketing (direct mail) External communication (helpline, online consultancy, toll free no’s) Chocolate world providing you the experience of being taste conscious are the additional things that brand will soon get acquired to make children choosy, health conscious & drive them smartly crazy! Advertising objective and advertising strategy: Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTISING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. STORY BOARD 1st TVC [pic] 2nd TVC[pic] FULL PAGE PRINT AD______________________ HALF PAGE PRINT AD______________________ [pic] [pic] ACTION PLAN To make aware about our product we approach to adopt something different and new, as we have seen in much advance markets globally renown, they go with the stream style to create awareness among people about their products changes with the variable change in technology, this task also set us with a bit difficulty that the people first accept that the variant (almond which we added) we designed for them , according to their geography and variant, for that we start with publishing flyers, later on when we get the feel that people are curious to see something new in the market. Then we on air offer digital adds before a week we will’ be available in the markets. The biggest plan we have, we r going to use computer base technology in diff places like arena hyper star forum park tower. We r installing a software which are working on a older concept of MR POPEY that is i. e. by eating a tin of spinach he got an extra ordinary power we using the same concept with the computerize effect by eating a tea spoon of Nutella children transform in a powerful corrector like bentan and power puff girl on the computer screen we are planting the computerize screen software in all the above mention places which catch the child along with their parents, we are placing Nutella stoles in many public places related to our target audience along with that we focus. We set our dummies product correctors in different public concentrated areas on different occasion i. e. ike book fair exhibition in expo etc, we decided to make that precious moment a event for others by setting flat screen panels in the mall, and decorate mall with the multihued banners and colures of Nutella. Last but not least, we have some surprising planning that will be reveal on the day on launching. MEDIA PLANNING M edia planning includes television, radio, newspaper, social networking sites, magazines, billboards and many others . the analytical frame work to consider which media to use, how to use them, when to use them and where to use them effectively and efficiently called media planning . the process of directing the advertising message to the target audience at the appropriate time and place using the using the appropriate channel. Channel Summary – Radio | |Channels |Net Amount |Spots |Share % |Network Areas | | FM 99 Power | 255,529 | 708|6% |Islamabad | | FM 103 | 588,281 | 889|14% |Karachi,Lahore,Faisalabad,Multan | | FM 107 | 968,489 | 1,912 |24% |Karachi | | FM 91 | 1,355,738 | 2,355 |33% |Karachi,Lahor,Islamabad,Gawadar | | FM 99 | 446,765 | 1,810 |11% |Karachi | | FM 94. 6 | 448,679 | 1,067 |11% |Karachi | |Total | 4,063,481 | 8,741 |100% |   | Summary – Digital |   |   |   | |Networking Sites |Media Cost($) |Estimated clicks |Total Media Cost |Ad serving Cost | | Yahoo | | | | | | |3,771 |8,560 |3,771 |46 | | Facebook | | | | | | |3,520 |25,633 |3,520 |138 | | Google Contextual | | | | | | |4,902 |45,820 |4,902 |247 | | Google Placement | | | | | |2,514 |25,000 |2,514 |135 | | Geo | | | | | | |3,143 |28,000 |3,143 |151 | | Youtube | | | | | | |2,263 |18,560 |2,263 |100 | |Total | 20,112 | 151,573| | | | | | |20,112 |818 | Print Summary – Magzine | |Magzine Name |Net Amount |Readership |circulation | | Pak and Gulf Economist | | | | | |72,977 |45,000 |15,000 | | Images | 324,054| 270,000| | | | | |90,000 | | Dalda Ka Dasterkhwan | | 120,000| | | |49,256 | |40,000 | | Time (Pak Edition) | | 390,000| | | |- | |130,000 | | Young World | | 130,000| | |- | |45,000 | | Smash | | 250,000| | | |- | |55,000 | | Masala | | 280,000| | | |- | |60,000 | | Foodline | | 295,000| | | |- | |75,000 | | Chef | | 220,000| | | |- | |85,600 | | Synergyzer | | 285,000| | | |- | |125,000 | | Newsweek | 375,903| | | | | |45,000 |15,000 | | Kitchen | | 225,000| | | |- | |85,000 | |Total | 822,190 | 2,330,000 | 820,600 | |Print Summary – Newspaper | |Newspaper Name |Net Amount |Readership |circulation | | Dawn ( Combined ) 492,562| 270,000| | | | | |90,000 | | Dawn ( Combined ) | 615,703| 270,000| | | | | |90,000 | | The News ( Combined ) | 1,036,973 | 240,000| | | | | |80,000 | | The News ( Combined ) | 680,513| 240,000| | | | | |80,000 | |   |   |   |   | |Total | 2,825,751 | 1,020,000 | 340,000 | |Channel Summary – Tv | |Channels |Net Amount |Total no. f Spots |Total Sec | | Geo News | 5,113,220 | | | | | |172 |6,880 | | Samaa news | 1,904,587 | | | | | |173 |6,920 | | Geo entertainment | 1,078,137 | | | | | |56 |2,240 | | Ary Digital 3,282,101 | | | | | |95 |3,800 | | Cartoon Network | 1,934,760 | | | | | |100 |4,000 | | Ary Zauq | 3,427,668 | | | | | |141 |5,640 | | Oxygen | 145,714 | | | | | |99 |3,960 | | Ary the music | 364,285 | | | | | |99 |3,960 | | Nickleodeon | 364,285 | | | | | |99 | 3,960 | | Play Tv | 218,571 | | | | | |99 |3,960 | | Masala Tv | 158,961 |108 | | | | | |4,320 | | Axn | 582,857 | | | | | |99 |3,960 | | HBO | 1,007,856 | | | | |99 |1,007,856 | |   |   |   |   |   | |Total | 19,583,002 | 1,439 | | | | | |1,061,456 | |Outdoor Summary | |Location |Campaign Net Amount |Area Sq. Feet | | Karachi | 7,216,000 | 1,080 | | Lahore | 4,329,600 | 4,450 | | ISB | 6,560,000 | 2,055 | |   |   |   | |Total | 18,105,600 | 7,585 | ———————– ADVERTISING CAMPAIGN OF NUTELLA GROUP MEMBERS †¢ SYED MOHAMMAD SHOAIB (4478) †¢ FAIZA KHAN (234) MALIK UMAIR HAMZA (4081) SUBMITTED TO SIR HASAN AZIM SUBMISSION DATE; 17TH DECEMBER, 2011 MARKET SEGMENTION NEED OF MARKET SEMENTATION GEOGRAPHIC SEGMENTATION DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION SEGMENTING BY BRAND LOYALTY TARGET MARKET CONCENTRATED MARKETING POSITIONING Positioning Map High Naheed/Aghas Hyper start EDCO Imtaiz Makro and other local leading store Price Low High Perceived Quality ? The strong Pakistani mindset towards traditional food and against bread can be one of the threats. ? There are no much of a threats until it gets positioned. ? After positioning it has to beware of duplicate brands. The Pakistani market has been and will always be a welcoming one for new products like Nutella as it did for Kellogg’s. ? The purchasing power of Pakistani has been on a raise lately and the rise of urban middle class will be appositive sign for Nutella. ? The population of youth is more and hence Nutella has a bright chance of succeeding. ? Not much of a competition exists in Pakistan. ? It’s high in carbohydrates which is the major nutrient lacking in Pakistani kids. ? It has low GI and it works for the apprehensions of the mothers and keeps the kid energetic all day long. ? It’s tasty and delicious and will definitely work for kids ? Quicker to make and easy to eat which will solve the problem of working mothers who find preparing breakfast a challenge. Chocolate in the morning is not very welcomed in Pakistani homes & Pakistani mothers and kids are still inclined towards the traditional food. Suggested retail price: our retail prices are Bottle of 350gm is around Rs310 Volume d iscounts: As the brand recently will get launch, accept volume pricing when brand reach to growth stage. 1st month discounts: give privilege low prices to costumers buy product at the very first i. e. you also called opening promotional activity. Price flexibility: Nutella is an exclusive brand so we just propose fixed price, no price flexibility. Profitability: Brand profitability is based on the skimming It†¦ †¦ Fall11 PAF-Karachi Institute of Economics & Technology

European Decolonization

Decolonization in very simple terms refers to the collapse of colonialism and the subsequent establishment of authority in the countries being colonized (Duara, 2004). In Africa and other Asia countries which bore the brunt of the modern colonialism the word independence better captures the attainment of self rule immediately after the First and Second World War Generally, the word decolonization has come to be associated with the post-colonial period of the modern time and in particular immediately after World War One and Two.It is not a coincident that it is so but it is because of a combination of factors that triggered the two wars that ultimately made colonization untenable thereby triggering an accelerated process of decolonization (Duara, 2004). Here are some of these reasonsThe fact that majority of local leaders from most of these countries that were being ruled by foreign powers had already received western education from these countries that were colonizing them meant that there were an elite that was waiting in the wings to take over from these foreign leaders in the event that they succumbed to the popular call for their departure from the local population (Thomas, 2007. In fact most of these colonies already had a leadership that was demanding independence either through peaceful means or through violent means which at the time bordered on incitement of the masses.The kind of discontent that they created was at times too much for the colonizer who had already came out of a war (either First or Second World War) that had exhausted the finances that they would have used to maintain their grip on these colonies. Most other colonizer immediately after the war were unable to control these colonies (Thomas, 2007), this is better demonstrated by the Dutch request for assistance from the United Kingdom to build in Indonesia a bridgehead which it desperately needed but it could not build solely due to its financial situation after the World War One (Thomas , 2007).It is also due to financial constraint that were occasioned by high spending during the war that prompted countries like the United Kingdom to introduce a indirect rule policy which was comparably less expensive because of the way it used the local administrative units and heads instead of importing leaders from the United Kingdom. The economic models was fact changing making the maintenance of colonies less lucrative as compared to the period before the First World War (Koos, & Granata, 2008).Colonies were important and profitable before the WW1 because among other things they provided cheap labor & law materials, market for the manufactured products from the colonizing countries and sources of recruiting soldiers in times of wars, however all that had changed with the end of the war, there were no more war that looked imminent, and the sovereign of states had been given new meaning by the protagonists in the war which also benefited the occupied states by default. Lastly a nd mostly the economic model had drastically changed after the war making colonies generally unprofitable (Koos, & Granata, 2008).Debate was also going on in the mother countries on the merit of keeping the colonies and it seemed like those opposed to maintaining these colonies were winning the argument. Among the reason that they were advancing against keeping colonies was the human rights abuses that they were being accused of perpetuating in those colonies, opportunity cost of maintaining them among other convincing arguments against further maintenance of colonies (Thomas, 2007). In a sense the decision to let go the colonies enjoyed broad support within the mother countries.There was also the issue of the severe death toll that had been occasioned by both wars (WW1 & WW2). Each of the European country that was directly or indirectly involved in either of the wars had suffered a lot in form of soldiers and finances that not a single one was ready to commit some more resources in form of soldiers or funds to a cause like colonialism (Thomas, 2007). This was because each of those countries needed each and every penny that was available in rebuilding their economies that had been battled by the wars.For instance, a country like Germany was devastated in the First World War such that it could not continue with colonization. It had even been restrained from any military expedition outside its border not to mention the financial burden that it was to suffer in rebuilding some countries that it was accused of destroying (Thomas, 2007). In a nutshell both of these wars led to a lot of poverty on the mother nations of the colonizers and a state of bankruptcy on these countries thereby developing a state of extreme nationalism in most of them.There were even cases where colonies declared their independence as their colonizers concentrated on their individual problems, others sensing the weakened colonizers’ armies upped their military resistance against them and in the process forced these colonizer to allow the to govern themselves. References Duara, Prasenjit, (2004). Decolonization: Perspectives from Now And Then. Rutledge: New York. Thomas, Martin, (2007). European Decolonization. London: Ashgate. Koos, A. Cheryl, & Granata, A. Cora, (2008). The Human Tradition in Modern Europe, 1750- To the Present. New York: Rowman & Littlefield.

Starbucks Going Global Fast

Cataracts is known worldwide as one of the largest and most successful coffee shops. The green circle and mermaid symbol, that has become so well known, it can be seen in nearly every US city, and the company has ambitious plans to expand rapidly off-shore. Howard Schultz started the company in 1987 when he bought out his bosses and began expanding. Cataracts expansion, so far, seems to be rather successful as they have opened over 16,000 coffee shops in 44 countries and have no plans of slowing down.Although the company has experienced exponential growth and unprecedented success It Is not without Its problems. For one, there Is an Increasing level Is dissatisfaction with employees which seems to stem from Cataracts aggressive expansion. With so many employees and stores nation and worldwide employees are becoming increasingly jaded and out of sync with the original mission statement of Cataracts, which was to focus on superior customer service, and service with a smile. Workers are also complaining about being over worked and under compensated. Still bigger problems present themselves.The baby boomers, Cataracts bread and butter consumer, are slowly disappearing, giving way to the more thrifty, down-to- earth generation X, who have become increasingly weary of powerful and rich corporations and whose focus seems to have shifted from the mainstream to the local in most consumer categories. Generation Seer's are feeling out of place In expensive coffee shops and seem to prefer cheaper alternatives, or prefer to simply make their own coffee. Generation Seer's are also wearier because of some shady practices that Cataracts engages In, such as predatory real estate, which lends toSeer's already heightened alert for corporations. Cataracts also does a lot of things right. They cater new products to new markets, such as a green tea Production that was first developed for and introduced in Japan. It has since been a hit and released in the USA. They seem to grasp the fundamental concept that not all markets are the same and understand that existing products might need to be tweaked for them to succeed abroad. They have a sound business model, which lends them ownership to all stores, meaning that stores are not franchised and the corporate hand can interfere with each store as they see fit.The company is expanding rapidly, but the US market Is quickly becoming saturated. To fuel continued expansion and maintain a 20% annual growth the company must go overseas, and this presents problems all on their own, because as we know every cultures tastes and values differ, which Is a pivotal lesson of International marketing. I think that Cataracts business model is sound. As we know the goal of any Dustless Is to maximize senatorial Investment r sucks NAS done Tanat. I nee nave recorded insane sales figures and have grown from 17 coffee shops in Seattle 15 years ago to over 16,000 outlets in 44 countries.Sales have climbed an average of 20 percent annua lly since the company went public, hitting 673 million last year. They are clearly doing something right, but in my opinion the success will be short lived. Society is shifting gears and the world is changing directions from a world of tangibles to a world of services, from a world of waste to a world of saving. While Cataracts makes a quality product there are also many viable, cheaper, even better substitutes that you can make yourself, and I think that you will see the decline of sales will coincide with a decline in the population of boomers.

Short term

Idea objectives For short term (3 to 6 months): 1. Raise an awareness of suppliers and demander: Achieve the number of visitors up to 50,000 views which include both potential suppliers and demander. Lots of student don't know about the concept of ‘mall department', they often hire a small house/ floor and stay with other people to share the cost.In 6 months, we target on 60% student of some of university and college near Nagy ©n trip street (Hanoi university, institute of traditional medicine, so on) will know our website then achieve the number of visitors up to 50,000 views . When website become more popular, it will attract student and other worker not only in Than Guan district, but also other places in Ha Noel. On the other hand , we also try to get 10,000 view of potential suppliers who will post or use our website to Introduce â€Å"mall department† to customers. . Increase the amount of information (about 15 posts/months) from suppliers. When the number of pag e view Increase dramatically , people feel trust in our website , they will contact with us to find a Department . Especially when student attend to heir university or collages , the demand Is really high _ A large number of student live in rural areas , they find too difficult to hire a department with the reasonable price but clean and safety .When they visit our web , if they see that all mini department can deal with these problem , they will want to hire it . When we have a large demand , we need more and more potential suppliers . In 6 months, we try to get 1 post per months from supplier For long-term (more than 5 years): 1. Capture the profit and balance the cost: Our strategy is design to achieve revenue growth of 15% per year for the next five years. It is essential at the time of attracting additional capital for undertaking expansion and modernization measures for our website. 2.Gain customer's loyalty: Increasing customer loyalty yields big profits over the long haul an d creates raving fans that promote our website for free and it is cheaper than finding new customers. Based on that, we design strategies to increase the amount of customers revisit to our website up to 60% (based on counting IP address). 3. Create an online library for people to search apartment for rent In Ha Not by gain to find suitable person who want to live in one department to decrease the cost. E-marketing strategy for idea: We are in the estate industry.Specifically, we focus on mini department for rent and our business model is broker. Therefore, to compete with other competitor such as controls. Com, Rangoon. Van and so on, we have specific target market is students in Hanoi capital. Our competitive advantage support for what we have said above are : + First-mover for providing information about mini apartment for students in website. + Our website is for only college student in Hanoi while our competitors do not focus on this segment or student in HCI.