Final paper Term Example | Topics and Well Written Essays - 3250 words

Final - Term Paper Example The implementation of effective positional and marketing strategy can benefit to gain competitive lead over other rivals. The introduction of Minute maid, as a new high quality juice, requires most suitable marketing strategies to monitor the external opportunities and threats. One of the greatest strength of the Coca Cola Company is to market any new product or conduct business on a worldwide scale. The execution of Customer Relationship Management, direct marketing and internet marketing campaign can benefit Coca Cola Company for maintaining long-term sustainable growth. Global business environment is becoming highly competitive as several leading organizations around the globe are trying to capitalize on the potential opportunities that are developed due to globalization and technological advancement. Each and every organization is trying to develop and implement unique strategies in business operation process in order to gain potential competitive advantages over their competitors. Marketing strategy can be considered as important business operation strategy that helps organizations to market their products successfully to the target customers. This report will integrate relevant marketing theories and concepts to develop specific marketing ideas to promote a leading brand named Coca Cola. The Coca Cola Company can be considered as one of the leading soft drink multinational brands headquartered in the United States of America. Now-a-days, the global soft drink industry has become highly saturated due to the presence of several potential competitors. Therefore, it is highly important for the organizations to develop new competitive products and promote effectively to the target audiences in order to mitigate the risk of intense market competition. Introduction of high quality fruit juice in the market place and development of

Rationale For Brand Extension Marketing Essay

Rationale For Brand Extension Marketing Essay Brand extension is beneficial in enhancing new and already existing segments. Through brand extension companies can target those segments which antecedently were not explored or inactive. Brand extension can be beneficial in terms of fulfilling consumers changing preferences and needs, wants and demands of the consumers. This would ultimately result in increased loyalty for the brand and the cost associated with switching brand is avoided. Brand extension is also useful in terms of creating consumer trials. Comparatively to launching new brands, cost associated with consumer trial in extended brand is less. This can be more beneficial if companies in Pakistan focus on improving their distribution network as well. Brand extension is also useful when recognition, awareness and refreshment come into consideration. It can improve recognition of parent brand as well as awareness cost can also decrease. Moreover, in Pakistani market, it was observed than comparatively to parent brands, extended brands avails more awareness and recall. Utility of a brand can also be improved as a result of brand extension. Companies can become more powerful by using brand extension which can give companies more bargaining power with their retailers. Brand extension can strengthen companys position for bargaining with its retailers. To some extent brand extension is considered as a revitalizing process of any brand. It is considered as a strategy of re launching and refreshing a brand in the mind of the target consumers. It also helps in re positioning a brand in the eyes of consumers. Using brand extension strategy as a part of branding strategy, companies can also gain a competitive advantage over its competitors. It can be achieved by focusing on a market niche. Brand extension can also be beneficial in terms of shifting parent brand technological expertise to extended brand in terms of production, and research and development (RD). Advantages Disadvantages of Brand Extension Consumer knowledge about parent brand reputation and image always gives an advantage to companies. To communicate about extended brand benefits to the consumers, it is always beneficial for the companies if consumers already know about parent brand quality and image. Use of parent brand to extend the brands plays a role of attention getting process for extended brands. Consumer knowledge about parent brand image and quality make companies to communicate precisely the benefits of extended brands. Trustworthiness of consumers about a brand is useful for the companies to brand extension strategy. Trustworthiness of consumers tempts them to try new products originating from a brand which consumers already trust on. Consumers already have an implicit accord with already proven brands, thus consumers feel free to try extended brand even in other market segments too. Revitalization and refreshment of parent brand can definitely be achieved through brand extension strategies. Even in Pakistan brand extension is considered a source of refreshment and repositioning of parent brand. It is also useful to reposition the image of parent brand in the mind of the consumers. Though, In Pakistan brand extension strategy is at its initial stages, but brand managers always focus to overcome the disadvantages associated with brand extension such as dilution of parent brand. There are couple of brands which got diluted as a brand extension strategy but most of the extended brand got success in the eyes of the consumers. The number of diluted brand are far and few. Brand extension caused cannibalization of sales in Pakistani market. Companies in Pakistan like Nestle and Haleeb did face cannibalization of sales as a part of brand extension strategy. Success of Brand Extension Fit between extended brand and the parent brand in terms of similarity and consistency of quality and image is foremost important for the success of brand extension. Extended brands can be successful in the mind of the consumers, if consumers find the same quality and performance, which they found in the parent brand. Conversely extended brands can be a disaster for the company. Favorable appreciation by the consumers for the extended brand may lead to the success of the extended brand and the parent brand, while unfavorable appreciation may result in tarnishing the parent brand image. Moderating variable such as quality of the parent brand, consumer knowledge about the parent brand play a life-sustaining role for extended brands. In Pakistan, companies delineate quality as meeting the international standards of quality. Sound brand equity may result in brand loyalty, reduced cost and improved image. It also helps in improving the positioning of a parent brand in the mind of the consumers. CONCLUSION Rationale For Brand Extension As per our research, couple of factor work as a driving force behind successful brand extension. One of the most striking forces for successful brand extension is growth for the companies. Using brand extension, growth can be achieved either by maintaining current market share or by entering into new market segments which are not yet explored by the competitors. This can be achieved through leveraging or improvising favorable core brand into extended brands. Those companies which are operating in multiple categories or industries try to extend their brands not because of gaining growth but as a case of trend of brand extension. Such actions might spoil the core brands and essence of brand extension. To be successful in brand extension, steadfastness is a prerequisite. Meeting customers need, wants, and demand is one of the other important reason for brand extension. Customer retention is always gained if companies are satisfying customers need, wants and demands. For this purpose companies are using brand extension as a part of their branding strategy. Using this strategy companies can make their customer more loyal to the brands. This research also shows that brand extension is also used to introduce new brands for the purpose of fulfilling changing customers preferences, their needs, wants, and demands. By doing so companies on one hand try to capture the all possible market segments which eventually result in higher profit and market share. One of the other motivational factors for brand extension is to gain economic advantages. Mostly companies use brand extension because they want to gain higher net profit and want to save cost associated with creating awareness and communication with their customers. A part from saving cost related to promotional activities, companies also gain economic advantage through catering different other segments of consumer by extending their brand into different market segments. As in case of Haleeb foods limited, chosen for our research, brand extension is done to employ unused capacity due to the seasonal nature of its business. Apart from utilizing unused capacity, other reasons include, effective promotional activities, (ROI) return on investment, and higher net profits. Our research also indicates that brand extension strategy is also useful to take advantage of consumer trials in a cost effective manner. Cost associated with consumer trials in case of extended brands is comparatively lower than launching entirely a new brand and creating trials for these brands. It was also found that lower cost for promotion and communication is incurred in case of extended brands comparatively to a newer brand. New brand extension can target new customers segments without incurring higher promotional and advertisement cost. Our research also discovered that gaining advantage from economies of scale is also considered as a promising factor of brand extension. Economies of scale related to production, research and development and communication is a motivational factor for brand extension. Gaining advantage of economies of scale from brand extension may ultimately lead to higher net profits. Efficiency of supplier in providing goods is also count. It was also found that in food (perishable) processing companies economies of scale may be dependent on suppliers capability to serve demand. We also found during the course of this research that brand extension can also be beneficial as far as recall and recognition of parent brand is concerned. In such case, comparatively weaker brands can gain profound benefits in terms of recall and recognition, thus their bargain power with the retailers can also be enhanced. Moreover, to grapple the varying business environment, brand extension plays an important role in terms of revitalizing, re-launching the parent brand. Through this process of revitalization and re-launching of parent brand, parent brand becomes more captivating. Our research concluded that increased competition with the competitors along with the other factors also lead to the brand extension strategy as a part of branding. To compete with competitors, companies have to launch extended product, which can cater the needs of the consumer either in the current market segment or in different other market segments, where competitors are performing well. To stay a head of competition, it has now become vital to launch new brands under the parent brand name. One more important factor which motivates companies to use brand extension is to gain advantage of the technological expertise in parent brand. Using technological expertise gained in parent brand, companies try to enter into new market segment by using the same technology which they used in parent brand. Technological might include superior packaging technology or outclass promotional activities, which companies use in their extended brands as well. Advantages and disadvantages of brand extension This research concluded that advantages and disadvantages of extended brands are also recognized by managers. As per brand managers, consumer know-how about the parent brand is vital in the success of extended brands, but it is also important to convey the important characteristics of the extended brands, so that consumer would have an idea about how extended brand differs in terms of specification than the parent brand but not in terms of quality. Brand extension is usually considered more beneficial by brand managers due to the fact the comparatively to launching new brands, extended brands use pull strategy instead of using push strategy. In Pakistan, brand managers use the parent brand name to portray an appealing brand name for the extended brands which might help consumers to realize the parent brand doctrine and eventually accept the extended brands. Consumer trust can also be beneficial for brand extension. During the course of this study, it was found that consumer trust on parent brand may lead to the acceptance of the extended brands easily and in a cost effective manner. Companies have to incur less cost for promotional activities and to create awareness about the extended brands. Due to consumer trust, companies can penetrate into new market segments easily and quickly due to the acceptance of the parent brand among the consumers. Consumer trust can also be beneficial when it comes to retailers. Retailers accept the extended brands easily due to the acceptance of the extended product among customers. Consumer trial becomes easy as well due to the image of the parent brand, which results in quick penetration of the extended brand in the market and among the consumers. But it can be opposite if the parent brand name is not much familiar among consumers. It will become difficult to extend the brand under a brand name which is not accepted by the customers. It might lead to failure of that brand. In Pakistan one of the advantages which we came to know is refreshment and revitalization of brands. Brand extension can also be useful when it comes to repositioning of the brands. Every brand has a life cycle as eventually brands become mature. At such time brand extension is a useful strategy to reposition the parent brand, thus giving it a new life. Apart from advantages of brand extension, there are couples of disadvantages associated with brand extension. One of these disadvantages includes dilution of parent brand. From our research we came to know that in Pakistan, according to managers, they didnt face brand dilution as a result of brand extension. They agree that brand extension if done in a wrong manner can actually tarnish or dilute parent brand name, but in Pakistani context, it is not the case. Another disadvantage of brand extension is cannibalization of sale, which as per manager, companies faced in couple of extended brands. In case of Haleeb food, company faced cannibalization of sales in UHT milk and tea whitener. Changing trend led company to introduce tea whitener, which eventually cannibalized sales of UHT milk. Same case is with Nestle. Success of brand extension We found in our research that, a successful brand extension should fulfill the requirement of Fit in terms of consistency and similarity with the parent brand. Similarity and consistency does not mean exactly the same, but extended brand should maintain the quality and image of the parent brand. If extended brand would not follow the same perception which consumers have in their mind about parent brand, then there is a possibility that extended brand might not get the same response which parent brand got from its consumers. As a result extended brand might be a failure. We also found that failure of extended brands as a result of not maintaining the concept of fit does not necessarily harm the parent brand. Brand managers of all four brands which were chosen for this study, always make sure to follow the concept of fit between extended brand and parent brand. They always try their utmost to maintain the same image and quality in extended brands, which they promised with their custome r in parent brand. We also found that concept of fit between parent brand and extended brands make consumers to evaluate extended brand as favorable or unfavorable. Their decision about extended brands for favorability or un-favorability decides the future of the extended brands. If consumers do not find a fit between parent brand and extended brand then extension might become unfavorable, and if consumers find fit between parent brand and extended brand, then extension might become favorable. Recommendation

The Digital Conversion in Television Essay -- TV Digital Technology DT

The Digital Conversion in Television Introduction Television is now in the process of converting from analog to digital technology. The significance of this change is greater than the introduction of color TV in the 1960’s, but more complicated since conversion will require new equipment for all consumers. Unlike color TV, digital television (DTV) uses a new kind of signal that does not fit within the structure of the old signal. "DTV" refers to a specific standard being implemented in the United States to carry a television signal in digital form through all stages of its transmission, not just for digital equipment such as video tape recorders and satellite receivers that have already been used in conjunction with analog television. The Federal Communications Commission (FCC) is the regulatory authority for the use of DTV. The Commission required TV stations in the top ten markets to begin broadcasting digital signals on separate channels along with their current analog signals. Stations in smaller markets are being phased in, and all commercial stations are expected to broadcast a digital signal by 2002. By 2003, all public stations are expected to go digital. The FCC will allow broadcasters to pull the plug on analog by 2006, although many people in the electronics and communications industries feel that analog TV may persist for a few years longer (Churchill). Digital television is being promoted for three distinct advantages: better picture, better sound, and more functions and flexibility. A digital picture has better color and is free from ghost images and snow. In addition, the DTV format allows for greater resolution than analog TV, a resolution high enough to be known as high definition television (HDTV). Th... ...re/0,1284,14770,00.html>. Mannion, Patrick. "FCC Roadblocks COFDM Petition." Electronic Design 20 Mar. 2000: 32. Academic Search Elite GALILEO. Athens Area Technical Inst. Lib., Athens, GA. 7 May 2000 . Mannion, Patrick. "Last Digital-TV Issues Get Resolved as Industry Gears Up for Prime Time." Electronic Design 17 Apr. 2000: 85-91. Academic Search Elite GALILEO. Athens Area Technical Inst. Lib., Athens, GA. 7 May 2000 . Powell III, Adam Clayton. "Digital Doubts." Reason Apr. 2000: 13-14. Academic Search Elite GALILEO. Athens Area Technical Inst. Lib., Athens, GA. 4 May 2000 . Yang, Catherine, Neil Gross and Richard Siklos. "Digital D-Day." BusinessWeek 26 Oct. 1998. McGraw-Hill Companies Inc. 6 May 2000 .

Individual research task Essay

This episode of ‘The Simpsons’, ‘The Fat and the Furriest’ was about Homer and a giant Grizzly bear. When Homer is caught on tape running away from a large bear at the town dump, he becomes the laughingstock of Springfield. Determined to win his dignity back, Homer devises a bear-proof suit that will protect him once he returns to the wild to hunt down the bear. When he confronts the beast, he realizes the bear is only upset because he’s been tagged with a painful tracking device. Homer reverses course and helps bring the bear to safety. ‘The Fat and the Furriest’ satirises many different issues about social, political and cultural things. In the beginning after the theme song they show the family getting onto and sitting on the couch. There are hundreds of different ways that the characters manage to do this. In this particular episode, they show Homer walking down a hallway by himself, through many, high security metal doors with a telephone booth at the end, which then drops him onto the couch with the rest of the family. This is the same beginning (with theme song) that is featured in every ‘Get Smart’ episode (a comedy TV show from the 80’s). Another thing that they satirise is the stupidity of men, through the stupidity of Homer and Bart. On Mother’s Day morning, the kids and Homer discuss what they got Marge for Mother’s Day and this is what happens: Homer: Well†¦ what did you get her? Lisa: I picked mum a bouquet of erigeron elodeas†¦ (Homer & Bart stare with lost expression)†¦ daisies†¦ (Homer & Bart still staring)†¦ flowers†¦ (Homer & Bart still staring)†¦ mmmm†¦ (Lisa gestures flowers towards them) Homer & Bart: Oh†¦! Even in the simplest terms (i. e. â€Å"flowers†), Homer and Bart had no idea about what Lisa was talking about. This shows that they are really stupid and could reflect the stupidity of men in society, especially those who don’t think before they say or do things. They also satirise the stupidity of cops, as seen in the seen with a police officer and the chief: Police Officer: Chief, that guy shouldn’t be in the car pool lane. His passenger is just a†¦ big piece of candy Chief: I wish mine was! (looks at officer angrily) Police Officer: What?! Chief: Nothing†¦ Like most episodes of ‘The Simpsons’ with Chief Wiggum in it, shows him caring more for food than for than for his job as a cop. This could be satirising cops and suggesting that they are lazy and don’t do their job properly. They also satirise society and how it takes things for granted, throwing away the old things when new versions come along. This is shown is the city dump seen before Homer gets attacked by a bear for the first time. As Homer walks through the dump, there are 3 signs behind him. The first sign says ‘Betamax Tapes’ and shows a pile of tapes, the second pile says ‘Laser Discs’ and has a pile of discs below it, and the third sign says ‘Reserved for DVDs. This is just saying that once we create something that is even better and more compact than DVDs, everyone will get rid of the DVDs. No one wants to look like they aren’t ‘in with the times’, they care a lot about their image and how society sees them. There are many satirical techniques that are used to make fun of these issues and satirise them. One of the most frequent satirical techniques used throughout this episode and most Simpsons episodes is Irony. An example of this is when Homer is trying to get the hunter off their track by chucking away the tracking device that he is following:Homer: The hunter has become the hunter. He must be following this thing (tracking device). Well I’m gonna make sure it never harms another living creature! (throws tracking device is pond, fish and diver surface after dying from electrical charges put out by tracking device) This is a form of irony because Homer throws the tracking device into the pond because he didn’t want it to hurt another living thing anymore. But instead he killed every fish in that pond as well as a diver who was exploring the pond. Another satirical technique used in this episode is a parody. This was when Homer had created a huge 85 pound ball of deep fried fairy floss and caramel. While making this weird creation, Homer was whimpering as if he was afraid of what could happen, but this whimpering turned into a maniacal evil laugh. This parody is imitating movies and shows where there is an evil person who laughs maniacally when they create something, such as in the movie ‘Spiderman’. The green goblin laughs evilly when he schemes up a plan to destroy and kill Spiderman. There are many movies which use this clichi and this particular Simpsons scene is satirising that clichi. The hyperbole is also another technique used in this episode of ‘The Simpsons’. For example, when the local hunter, Grant Connor, is telling Homer about Grizzly bears before he goes off to face one, he says: Grant Connor: The grizzly is over eight foot tall and can cut through a tree like a Jewish mother through self-esteem. This is an exaggeration of what he is trying to say, which is that grizzly bears are very strong and their claws are very sharp, so be careful. The last, but not least technique used in this episode of ‘The Simpsons’ is humour. This technique is used in the beginning of the show before Homer, Lisa and Bart are going to go shopping for a Mother’s day gift for Marge. Homer: Kids, we’re going mother’s day shopping. I’m glad this holiday only comes every 4 years. This statement is full of humour and makes us laugh because of the stupidity of Homer and how he is so lost in life. He doesn’t even know what he is saying is wrong and he believes that he is not doing anything wrong. There are also many other examples of humour used throughout the whole episode and all the seasons. All these issues that are being satirised and the techniques used to satirise them, all play an important part in the shows ability to satirise social, political and/or cultural context. This particular episode mainly satirises social context. This is evident in the way they portray men, women, children and old people. But in other episodes of the show, political and cultural contexts are both satirised. For example, when President George Bush moves in next door to the Simpsons, or the many times where Mayor Quimby does things wrong. Examples of cultural context is the episode where Apu talks about how he came to America and the episode where Springfield has a referendum, ‘Preposition 24’ about whether refugees should be allowed to stay in Springfield. There are many other episodes and scenes where the show satirises social, political or cultural context. The effectiveness of all this satirising must be great because ‘The Simpsons’ is aired in many countries and languages throughout the world. It has being running on TV for around 15 years and has created 15 seasons and there are still many more episodes still to come in the future. I think that ‘The Simpsons’ is a great TV show that satirises many things to do with social, political and cultural contexts. The many techniques and characters used to make fun of this issue make the show a great laugh and very fun to watch. This very episode, ‘The Fat and the Furriest’ was one of the funniest yet, and featured some very good laughs o get your attention. I’m sure that for years to come, ‘The Simpsons’ will continue to amaze us and make us all laugh.

Emerson and Individualism

Why do some humans succumb to peer pressure and so desperately want to be a part of the popular crowd? Clearly, those who apply such behavior to their daily lives lose their sense of self-being and mold to the ideas, behaviors, and opinions of the masses. Although some people still conform, a large movement towards the Individual has begun to make an appearance.The successful beings of our society appear to think for themselves as well as participate in their own beliefs. This tribute of our modern society today reflects the philosophy of Emerson: individualism. We decide our own fate based on our individual actions and decisions. By not conforming to the Ideas of others. Each person can reach their fullest potential happiness and contribute to society at a higher level. At one point in my high school career, I did anything and everything to fit In with the â€Å"popular† girls of my class.Every day, I worried that they would not like my outfit or that I would say something s tupid. I constantly felt as If I were walking in a room full of broken glass, trying to avoid sharp shards with every step I took. It was not until this year that I realized what a folly I had participated in these last two years when a group of girls at my lunch table said nasty things about one of their friends when she left the table. At this point on, I decided I would find new friends.I didn't choose friends In any particular formed group, only those who I enjoyed spending time around. This action granted me the power to be an individual. I fear no judgment of my beliefs nor my opinions and when I participate In any event, gossip, or beliefs, they are on my own accord, not to impress anyone, but to fulfill my peppiness of which I can only fulfill by being myself, an Individual. Another place to be an individual today is In one's college applications. Upon visiting Princeton and several other schools of highly sought after education.I came home with the knowledge that the admiss ion offices at these schools want to see a personality of each Individual and see this personality reflected in one's activity choices throughout one's high school career. When applying too highly ranked school, it is necessary in today's day and age to incorporate individualism Into one's fife so one can stand out in their applications and have success in admittance so one can pursue the lifestyle of one's beliefs and hopes and use the education received to contribute what one Is capable of to society.Lastly, the interests and choice of daily actions of one's life creates an individual. In centuries past, one who found Interest and had knowledge on topics unknown to all were shunned. Today, people seek out uncommon hobbies and interests to lead a more Interesting life than their friends, their coworkers, or next-door neighbors. Some choose to skydive while others dive into a world of romantic historic foreign films. I myself find a great Interest In the cultural histories of other nations as well as 1 OFF a love tort unusual toots such as sushi , liver pate, and escargot.Each person who can call one's self an individual today has interests and participates in activities that define who he or she is. Emerson philosophy that focused upon the individual is present in our modern world. Many people have come to adopt this philosophy and apply it to their lifestyles. No longer does the common opinion influence and affect a majority of the masses. Will the increase in the use of technology lead to the loss of individualism in the future years to come?