Does Google Make Us Stupid Essay Example | Topics and Well Written Essays - 3250 words

Does Google Make Us Stupid - Essay Example .......................................................... 15 10. Recommendations.......................................................................................................... 16 Reference 1. Introduction The internet has become one of the most pervasive technologies used and enjoyed by almost all people in the planet. It is also a media upon which various technologies, including search engines and social networking sites are being borne and developed. Google is one of these technologies. It is a search engine which was established in order to browse through the internet and search for information and for links into the different available interactions in the electronic world. The ease upon which information has been made available through Google has been a source of controversy among researchers and intellectuals, arguing that it is a technology which has now made people stupid. However, other intellectuals would also argue in the opposite direction, proclaiming that Goo gle does not make people, stupid; instead, it makes them smart and more imaginative in their knowledge about and of the world. This study shall discuss whether or not Google makes people stupid. First, a brief description of Google shall be introduced in this paper. Second, an analysis of the reasons why Google is making us stupid shall be presented. Third, an analysis of the reasons why Google is not making us stupid shall also be presented. Fourth, a position on this issue shall be discussed based on an analysis of the previous discussions and arguments. Lastly, a conclusion and summary shall end this discussion. Body 2. Brief history of Google In 1996, Stanford University graduate students Larry Page and Sergey Brin established their search engine known as ‘BackRub.† This search...It is a search engine which was established in order to browse through the internet and search for information and for links into the different available interactions in the electronic world . The ease upon which information has been made available through Google has been a source of controversy among researchers and intellectuals, arguing that it is a technology which has now made people stupid. However, other intellectuals would also argue in the opposite direction, proclaiming that Google does not make people, stupid; instead, it makes them smart and more imaginative in their knowledge about and of the world. This study shall discuss whether or not Google makes people stupid. First, a brief description of Google shall be introduced in this paper. Second, an analysis of the reasons why Google is making us stupid shall be presented. Third, an analysis of the reasons why Google is not making us stupid shall also be presented. Fourth, a position on this issue shall be discussed based on an analysis of the previous discussions and arguments. Lastly, a conclusion and summary shall end this discussion. Body 2. Brief history of Google In 1996, Stanford University graduate students Larry Page and Sergey Brin established their search engine known as ‘BackRub.† This search engine used various links to establish the importance of distinct web pages (Google, n.d).

Police stress Essay Example for Free

Police stress Essay Introduction Stress is a psychological factor and a common feature of almost every kind of work. But it is important to note that it was only in the mid-70s that industrial psychologists focused their attention on the importance of stress in the workplace. â€Å"To serve and protect,† is the law enforcers’ motto as he works to accomplish the goals of his job which is primarily to provide protection to the citizens of his state. There accompanies with the work the kind of people whose shady and dark characters pursue the primary purposes in life which are to commit a crime and study ways to evade the long arm of the law. In policing work, stress is not underestimated but rather an important and critical aspect of the job (â€Å"it goes with the territory,† so to speak); stress comes in different forms. It is a given then, that police work is pictured as a form of service where the challenges are not the same as the regular kind of job; more so when the person is in active post or duty and expected to meet the most difficult types of experiences but usually on a regular basis. It is this scenario that this paper explores and presents to the reader the nuances of the job, the stresses a police officer regularly encounters, possible consequences on his personal and home life, as well as probable interventions. Significance of the study Two reasons are suggested why there was a growing recognition of the importance of stress on the job. First, there is the general awareness that stress-related diseases have reached epidemic proportions. More people die or are disabled today as a result of stress than at any other time. Because stress is so physically damaging and pervasive in people’s lives and because it is primarily psychological in nature the discipline of psychology as a whole and especially the specialty area of health psychology is interested in studying and treating stress and other psychosomatic disorders (Chang et al. 2006). The second reason for the growing awareness of the importance of stress at work is practical. The effects of stress on the job are costly and are reflected in a lower productive efficiency. Stress has been known to reduce drastically employee motivation and the physical ability to perform the task well thus, increasing absenteeism, turnover, and tardiness (Cahill 2003; Chang et al. 2006; Williams 2003). Statement of the Problem What is stress at work and how is this demonstrated in a particular individual worker like the police officer? What has personality trait or individual differences do with the development of stress as well as how do people cope with stress when the source is the place of work? This paper attempts to define, describe and explain the nature of stress, factors that contribute to the development of stress in an individual, and in particular what job stress or stress in the workplace can do to an individual. Discussion ~ The Nature of Stress Inside the body, dramatic physiological changes take place under stress. Adrenalin, released from the adrenal glands, speeds up all bodily functions. Blood pressure rises, heart rate increases, and extra sugar is released to the bloodstream. The increased circulation of the blood brings additional energy to the brain and muscles, making us more alert and stronger sp that we can cope with the sudden emergency (Landy 1985). A stressful situation mobilizes and directs one’s energy beyond its normal level. But if a person remains in that state of supercharged energy for too long, the body’s reservoir of energy will dissipate. Rest is needed to replenish the energy supply (Williams 2003). Prolonged stress leads to psychosomatic disorders. Remember that psychosomatic diseases are not imaginary. They are real and involve specific tissue and organ damage even though their cause is psychological. In prolonged stress, the body may suffer physiological damage and the person may become ill (Landy 1985). A. Individual Differences in Vulnerability to Stress One factor that affects vulnerability to stress on the job is social support, one’s network of social and family ties. The person who is alone physically and psychologically is more vulnerable to stress than someone who has strong social relationships. Social support on the job is also important to reduce stress and to have better health (Cahill 2003; Chang et al., 2006; Landy 1985; Williams 2003). One’s physical condition also relates to one’s vulnerability to stress effects. Persons in better physical condition suffer fewer effects of stress than those in poor physical condition (Cahill 2003; Landy 1985; Williams 2003). Level of ability to perform a job can make people more or less resistant to the stresses of that job. Employees with a high level of the skills needed for the job finds the work easier and less stressful than employees with a lower ability (Landy 1985; Williams 2003). Personality seems to be related to one’s ability to tolerate stress. This is particularly apparent with those of apparent with those of Type A and Type B personalities and their susceptibility to heart disease, one of the major effects of stress (Landy 1985). The Type A personality is highly prone to heart disease by middle age, independent of physical factors or their type of work. The two primary characteristics of a Type A personality are a very high competitive drive and a constant sense of urgency about time. Type A personalities are hostile people although they successfully hide it from others. That is why Type A personalities are always in a state if tension and stress (Landy 1985; Williams, 2003). Persons with the Type B personality never have heart attacks before the age of 70, regardless of their jobs or their eating and smoking habits. Type B people may be just as ambitious as Type A people, but they have none of their characteristics. They function under far less stress in all aspects of life including work (Landy 1985). B. Stress at work There are occupations that are considered very stressful. The following twelve are those that engender highest levels of stress: law enforcer, labourer, secretary, inspector, clinical lab technician, office manager, first-line supervisor, manager or administrator, waiter or waitress, machine operator, farm worker, miner, painter. This is taken from the National Institute for Occupational Safety and Health (NIOSH). Other occupations considered to be in high stress are the fire fighters, computer programmer, dental assistant, electrician, fire fighter, social worker, telephone operator, and hairdresser (Landy 1985). Survey is also found that among working women, the most stressful jobs are in the health care industry. For example, nurses, medical, dental, and lab technicians and social workers (Cahill 2001). Psychologists renamed the concept of overwork into the term overload and have identified two types: 1. Quantitative overload 2. Qualitative overload Quantitative overload is the condition of having too much work to do in the time available. Qualitative overload involves not so much work to do but work that is too difficult (Landy 1985; Williams 2003). Another stress factor in the workplace is change. Many changes occur in the workplace. The introduction of a new work procedure may require employees to learn and adapt to different production methods (Landy 1985; Williams 2003). Performance appraisal is a source of stress for a great many people. Few people like the idea of being evaluated whether at school or work. An employee’s role in the organization can be a source of stress. Role ambiguity arises when the employees’ work role is poorly structured and ill-defined. Role conflict arises when there is a disparity among the demands of a job and the employees, personal standard and values (Landy 1985; Williams 2003). Problems of career development may lead to stress at work. Stress can arise when an employee fails to receive an anticipated promotion (Landy 1985; Williams 2003). Being responsible for other people is a major source of difficulty for some supervisors and managers (Landy 985).   Contact with a stress carrier is also a cause of stress. A person free of stress can be infected by someone who is highly stressed (Landy 1985). Assembly-line work has been associated with stress because it is characterized by repetition and monotony (Landy 1985). Overall, then, each person must confront and deal with a large and recurring number of stress-producing events everyday both at home and at work. Although most people experience at least some of the harmful effects of stress at one time or another, most people, fortunately, do manage to cope (Landy 1985; Williams 2003). One effect of stress on the job resulting from overwork is called burnout. The employee becomes less energetic and less interested in the job. He or she becomes emotionally exhausted, apathetic, depressed, irritable, and bored; finds fault with everything about the work (Cahill 2003; Chang et al, 2006; Landy 1985; Williams 2003). Figure 1.0 National Institute for Occupational Safety and Health Model of Job Stress (Source: NIOSH, http://www.cdc.gov/niosh/stresswk.html) Burnout develops in three distinct stages: 1. Emotional exhaustion, with a feeling of being drained and empty (Cahill 2003; Landy 1985; Williams 2003). 2. Cynicism and the lack of sensitivity toward others (Cahill 2003; Landy 1985; Williams 2003). 3. Futility, the feeling that all the effort put forth previously was wasted and worthless (Cahill 2003; Landy 1985; Williams 2003). Employees with burnout become rigid about their work, following rules and procedures blindly and compulsively because they are too exhausted to be flexible or consider alternative solutions to a problem (Landy 1985; Williams 2003). There is a price to pay for such overwork over a long period of time. Stress accumulates and leads to the psychological and physiological ailments described earlier. These people work so hard that they burn away their energy faster than the body can replace it. Such persons have been described as workaholics, or employees addicted to work (Cahill 2003; Landy 1985; Williams 2003). Nature and Dangers of Police Work Studies done by Malloy and Mays (p 177 1984) point to the importance of understanding the kind of job that policing involves. The authors not only examined the stress levels within the workplace but a comparative study was made as well with the amount of stress experienced by law enforcement officers and other workers in other organizations or institutions particularly in government entities. The findings show that few jobs can equal the kind of stress that police work entails; fire fighters may come close though the frequency of negative or distressful events or occurrences become a regular fare for law enforcers contributing to the overall danger and threat to their personal well-being. Reports of suicide or attempted suicide have reportedly been high despite increasing awareness to the stresses of the job (Brown 2008). Symptoms may be there already but the few people close to the person refuse to recognize or identify the signs. These include irritability, lowered sex drive, digestive upsets, fatigue, muscle aches like backaches, insomnia or restlessness, overeating or drinking too much, muscle tics or rashes, a pounding heart, headaches and light-headedness may be evident on the individual. Cardiovascular disease, diabetes, or mental health issues can be some of the effects when prolonged stress is experienced and may even affect the immune system’s ability to protect the person’s body from everyday illnesses. Because an officer regularly deals with stress and anguish experienced by people they meet on the job, emotions can easily be bottled up, or set aside and compromise one’s health or in many instances, affect the officer’s ability to deal with the issues and problems in his own personal and family life.   Studies self-management skills program for the police officers show that there is a great difference when police officers go through programs that help them understand the emotional upheavals that go with the job. There was the reduction of signs and symptoms of imminent distress or physical and psychological manifestations of stress (McCraty et al 1999). Other techniques specifically used in other studies make use of films as tools to help debrief these individuals (Mann 1973 p 63). C. Interventions and organizational techniques The techniques for dealing with stress on the job involved both the prevention of stress and its reduction and elimination. Techniques that individual employees can practice on and off the job include relaxation training, biofeedback, and behavior modification. Some methods provided by organization include altering the organizational climate, providing employee assistance programs and treating victims of stress-related illnesses (Cahill, 2003; Landy, 1985; Williams, 2003). Industrial/organizational psychologists have proposed several organizational techniques for managing stress at work especially with police work: 1. Emotional Climate Control. Because of the stressors of modern organizational life is change, the organization must provide sufficient support to enable employees to adapt to change. This can be accomplished by providing a climate of esteem and regard for employees and by allowing them to participate in all decisions involving change in their work and in the structure of the organization (Chang et al. 2006; Landy 1985; Williams 2003). 2. Provision of social support. Social support can reduce one’s vulnerability to stress. Organizations can enhance social support by facilitating the cohesiveness of work groups and by training the supervisors to be supportive of their subordinates (Landy 1985; Williams 2003). 3. Redefinition of employee roles. To reduce the stress caused by role ambiguity, managers must clearly state to their subordinates what is expected of them and what the precise scope and responsibilities of their jobs are (Landy 1985; Williams 2003). 4. Elimination of work overload and work underload. Proper selection and training, equitable promotion decisions and fair distribution of work can do much to eliminate these causes of stress. 5. Provision of assistance to stressed employees. More and more organizations today are recognizing the harmful effects that stress can have on employee health and productivity. As a result, they are providing in-house counseling programs that teach individual stress-control techniques and supplying facilities for physical exercise (Landy 1985; Williams 2003). Some stress is necessary for normal functioning. The nervous system apparently needs a certain amount of stimulation to function properly. But stress that is too intense or prolonged can have destructive physiological and psychological effects. The actions of autonomic nervous system that prepare the organism for emergency can, if prolonged lead to such physical disorders as ulcers, high blood pressure, and heart disease. Severe stress can also impair the organisms’ immune responses, decreasing its ability to fight off invading bacteria and viruses. It is estimated that more than half of all medical problems are believed to be related to emotional stress. Psychosomatic disorders such as allergies, migraine, headaches, high blood pressure, heart disease, ulcers and even acne are among the illnesses that are related to emotional stress (Hilgard, et al., 1983). Conclusion Frustrations occur when progress toward a goal is blocked or delayed and when two motives conflict, satisfaction of one leads to the blocking of the other. For as long as a human individual is alive and functioning in whatever milieu he is in, these forces are at work, often straining and draining him. Coping and defense strategies oftentimes become indispensable but later become debilitating for most if no longer controlled and regulated. The severity of stress depends on the situation’s predictability, the potential for control, the individual’s cognitive evaluation, his feelings of competency, and the presence of social supports (Halonen and Santrock, 1996). Works Cited: Atkinson, R.L., R.C. Atkinson, E.E. Smith, D.J. Bem, and S. Nolen-Hoeksema, Introduction to Psychology, 13th ed. (1993). New York: Harcourt College Publishers. Brown, Hal. Introduction to Police Stress. Accessed February 27, 2008 http://www.geocities.com/stressline_com/introduction_to_police_stress.html Cahill, C. A. 2001. Women and stress. In Annual Review of Nursing Research, 19, 229-249. Chang, E. M., Daly, J., Hancock, K.M., Bidewell, J. W., Johnson, A., Lambert, V. A., Lambert, C. E. 2006. The Relationships Among Workplace Stressors, Coping Methods, Demographic Characteristics, and Health in Australian Nurses. Journal of Professional Nursing, 22(1), 30-38. Landy, F.J. 1985. Psychology of Work Behavior. 3rd Ed. Dorsey Press. Malloy, Thomas E., G. Larry Mays. â€Å"The Police Stress Hypothesis: A critical evaluation. Criminal Justice and Behavior. 11 (1984): 197-224. Sauter, Steven, et al., â€Å"Stress at Work† NIOSH publication. Retrieved December 20, 2007 http://www.cdc.gov/niosh/stresswk.html Williams, C. 2003. Stress at Work. Canadian Social Trends, Autumn, 7-13. Halonen, J.S. and J.W. Santrock. 1996. Psychology: Contexts of behavior, Dubuque, IA: Brown and Benchmark, p.810. Hilgard, ER, RR Atkinson, and RC Atkinson, 1983. Introduction to Psychology. 7th ed., New York: Harcourt Brace Jovanich, Inc. Mann, Philip A. â€Å"Stress Training.† In Psychological Consultation with a Police Department: A Demonstration of Cooperative Training in Mental Health, by Philip Mann, 62-64. Springfield Illinois; Charles C, Tomas, (1973). McCraty, Rollin, Dana Tomasino, Mike Atkinson, Joseph Sundram. â€Å"Impact of the HeartMath Self-Management Skills Program on Physiological and Psychological Stress in Police Officers.† Institute of HeartMath, Publication No. 99-075. Boulder Creek, CA. (1999). Morris, Charles G. Albert Maisto, 1999. Understanding Psychology. 4th ed. Prentice Hall, Inc. P. 73.

FMCG Market Analysis

FMCG Market Analysis EXECUTIVE SUMMARY The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent  demand with more money and a new mindset. The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities so that appropriate differentiation can be used. Retailers stated that role of word of mouth and television advertising was very important in providing information inputs to the consumers regarding sales promotion activities. This perception of retailers was supported by the consumer unaided recall of sales promotion schemes which were widely advertised. The research concludes with the discussion of the results, managerial implications limitation of the study and future research directions. CHAPTER 1 INTRODUCTION I. ABOUT THE DISSERTATION INTRODUCTION Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents, â€Å"differentiation awareness† can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which consumers cannot â€Å"connect† may have a negative implication and if a brand â€Å"connects† consumers with its differentiation, it is likely to also differentiate itself in terms of getting identified with the consumer. A detergent or a washing machine, which claims â€Å"low water consumption† has to demonstrate this claim at a retail outlet especially given the fact that the quality of water varies across areas even in a specific geographical region. It is also essential that a good â€Å"differentiation proposition† result in a positive word-of-mouth. In a certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like Fair and Lovely built over the years still has a strong association with the category but under tremendous pressure from competitive brands and the most important criteria which these brands is the herbal touch associated with them. Herbal ingredients are becoming popular with consumers in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely had to launch its herbal variant (it used the same brand probably because of the brand equity built up over the years) . The interesting fact is the differentiation being conveyed by advertising. The original version uses an aspiration route in which the brands ultimate benefit is success through confidence. Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert  consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories. CHAPTER 2 I. LITERATURE REVIEW Impact of Effective Advertisement on Consumer Attitude Dr. F.R. Alexander Pravin Durai By going through this article I have come across some points which you should look upon. If you want to read the article it is present in the appendix. Following are some points:- Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements playa major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and · also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the consumer which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows:- When there is a favorable primary demand of particular product. When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target consumers in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the consumer may ensure that the advertisements are on the right track. Getting attracted towards the advertisements. Listening and observing the contents of the advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar consumers. In the article Dr. Alexander Told about a model which exemplifies the attitude or response of a consumer to an advertisement. Techniques of advertising for Fast Moving Consumer Goods Dr. Archi Mathur- Assistant lecturer, Department of Management Studies, National Law University, Jodhpur Dr. HK Bedi- Professor, Dean, Department of Management Studies, National Law University, Jodhpur This article shows how an advertiser can use different techniques of advertisements to show FMCG products. The techniques are as follows: Value added ads- In addition to providing information about the product; Value-added advertising transforms a product into something more appealing to consumers than the physical object produced in the factory. Therefore, it is a missing link between brand attributes and the customer perception, between product features and need fulfillment, .between benefits and values. Comparative ads- the advertiser compares the 2 brands of the same product category. The ad can be copied as the Pepsi and sprite example in the case. They have used the same story but both have them had a different approach. Informative ads- these ads are used to provide information to the consumer about different products and services. Health and Hygiene ads- these ads show that the product is taking care of the consumers health. It is emphasizing of the physical attribute of the product. What does the product do? How does it help you? The ad tells you all. These are some of the techniques. Lifestyle ads- Another way to. nave an impact on the consumers mind is portraying the life-style of a successful person. Humorous ads- Humor in the advertisement is normally kept in order to create a light, jovial and likely kind of an atmosphere Demographic ads- these ads are meant for different segments based on age, sex etc. Farex Cereal Food for infants is an advertisement targeted directly towards the infants, as it comprises a healthy food for them. It is also targeted indirectly towards the mother. Packaging ads- Advertisement is trying to lure the customers to buy their products on the basis of the way they are brought in front of the consumers eyes ie. Packaging. Dabur has brought in different flavors in the market of fruit juice. E.g. Mango, Pineapple, Orange, Mixed Fruit Jete. All these are in different packages, i.e. 50 ml, 1000 ml, etc. They claim that unlike other juices, which have preservatives in them, these products are without preservatives. Hence, the punch line is Real Fruit Juice. Price ads- Marketers also lure the customers by showing in an advertisement that a product is available at a lesser price without any compromise on the standard. Cadbury India advertised the 5-Star chocolate by offering 30% more chocolate in its 5-Star bar for the same price. Celebrity ads- Celebrities are mainly used in the advertisement either to lure the rural people in buying a particular product or in forcing the young generation to buy the products. This is also called endorsement advertising.,{t is also used in portraying that a particular product is best inqtJality because a person who is also very well known in his/her field endorses it. The impact of these stars in advertisements enables the company to increase its sale. CHAPTER 3 I. RESEARCH METHODOLOGY II. RESEARCH OBJECTIVE The main objectives of the study are: 1. To assess current consumer sales promotion schemes in the market 2. To assess how consumers differentiate the products based on advertisements 3. To get an insight into retailers views regarding the schemes being offered in toilet soap category, and consumer perceptions 4. To study consumer perceptions regarding various schemes in this category and responses toward them. 5. To study the various methods of differentiation. 6. To analyze the methodology adopted by companies to target end consumers. 7. To address basic business questions like: Do companies have the right product/service to offer? How companies reach their customers? How the buying power can be created? To prepare new business strategies RESEARCH METHODOLOGY Methodology: Technique used for the survey is questionnaires, focus group discussions and interviews. In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario in toilet soap market and to tap perceptions of retailers and consumers. In order to address above mentioned objectives (i) study of secondary sources was carried out, 10(ii) in-depth interview of six retailers was undertaken and 11(iii) structured questionnaire was designed to seek consumer responses. Convenience sampling was used for both retailers as well as consumer studies. Six retailers ranging from small kirana store to supermarket were approached. All the retailers were located in the Noida. The respondents for consumer study were postgraduate students in the age group of 19-24 belonging to middle and upper middle and upper class. The total respondents were 30 in number. They were residing in hostel or as PG hence sole decision-makers for t his category. Also this age-group being more experimental and likely to be more deal prone, so their perceptions, preferences would give some insights to companies planning sales promotions targeted at them. Scope and Limitations: The geographical scope of the study was restricted to the NOIDA city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 30 consumers (student group) and 6 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive. CHAPTER 3 I. FMCG AN INTRODUCTION II. INDIAN CONTEXT III. MARKET OPPORTUNITIES IV. EVOLUTION AND CHARECTERSTICS FMCG -FAST MOVING CONSUMER GOODS BRIEF DECRIPTION OF INDIA FMCG MARKET MARKET OPPORTUNITIES IN FMCG: According to Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories EVOLUTION:  § 1950s-80s Low Investment in the sector Low purchasing power Govts emphasis on small scale sector HLL and other companys urbane focus  § Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the ‘sachet bug.  § Mushrooming of regional brands Nirma enters and changes the focus to ‘Value for Money in the 70s Post liberalization, Jyothi Laboratories, ‘Ghari Detergent and ‘Anchor toothpaste giving the nation-wide brands a run for their money. CHARECTERSTICS: FORECAST 2010:  § Rural and semi-urban  § 128 million population thrice the urban  § Market size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR)  § Increase penetration from the current less than 1%  § Problems in the rural sector * Low per capita disposable incomes * Large number of daily wage earners * Acute dependence on vagaries of monsoon * Seasonal consumption * Poor infrastructure roads and power supply  § Urban  § Market 16.5k to 35k Crores (Growth of 100% at 20%CAGR)  § Intense competition severe pressure on margins Focus on newer products, such as fruit juices Source: Assocham Report ‘Future Prospects of FMCG CHAPTER 5 I. UNDERSTANDING DIFFRENTIATION II. TYPES OF DIFFRENTIATION III. THE INDIAN CONTEXT I. II. UNDERSTANDING DIFFERENTIATION: Differentiation is the process of adding a set of meaningful and valued differences that distinguish a companys offering from those of its competitors. Differentiation is strongest when it satisfies all of the following criteria: 1. Important: the difference delivers a highly valued benefit to a sufficient number of buyers 2. Distinctive: the difference can be delivered in a clear way 3. Superior: the difference is a better way of obtaining a benefit 4. Pre-emptive: the difference cannot be easily copied 5. Affordable: the buyer can afford to pay for the difference 6. Profitable: the company will earn a return by maintaining the difference BRAND loyalty in fast moving consumer goods categories is a topical issue, with several brands resorting to price cuts across categories. More importantly, price cuts or sales promotion by themselves do not seem to have done much for brands in terms of sustaining brand loyalty. They may attract consumers in the short run: consumers may stock the brands and consumers new to the brand may try it. But over a period of time, a brands value may get diluted in consumers psyche, and will eventually lose a strong base of consumers. The following are some aspects of marketing mix elements and consumer behavior which could contribute to brand loyalty. Product differentiation If the products are differentiated in their characteristics and this difference is perceivable, there are chances of brand loyalty being formed based on satisfaction with greater performance or fit of product with needs. In this case, loyalty is driven by functional or symbolic benefits. Functional benefits would be specific tangible features of the product whereas symbolic benefits would be intangibles such as brand personality and `hedonistic value of purchase. Price differentiation If the price differentiation in the market is perceivable, price-led loyalty might exist in the market. Price-led loyalty is practised by supermarkets, airline companies and FMCG brands, which come out with frequent sales promotions based on freebies. Alternatively, price might be taken as an indicator of brand quality, and the customer might go in for higher priced options. Price-led loyalty has to be carefully considered with other marketing mix elements and the consumer should never perceive dilution, especially in low-priced bands. Hence, lower prices should create a sense of value through the product offerings as well as through communication. Branding activity If the category is organized and there is branding activity, there will be greater loyalty than there would have been if the category were unorganized. Branding activities can differentiate between brands on name, symbol, images and associations. Branding activity in this context refers to creating strong associations which will influence the consumers not only with regard to functional attributes but also with symbolism. Hamam soaps portrayal of its pure ingredients with the child and mother imagery is a good example of one of these dimensions. Branding activities in a broad sense could range from advertising to sales promotion and public relations involving several aspects. III. The Indian context The following were the observations from the literature survey and the examples chosen from the Indian context. The factors indicate that there will be a large segment of consumers for whom price-led loyalty will dominate. Hence there will be strong behavioural loyalty in the segment and only weak attitudinal loyalty. There is thus spurious loyalty in this sector. There is a moderate level of symbolic and functional differentiation which has been exploited by strong brands to build a loyal following. Examples of this include brands such as Dove, Ponds Dreamflower talcum powder, Gold Flake, Wills Navy Cut, Amul and Cadbury. These brands have probably built strong attitudinal loyalty through their brand personality and other brand building efforts. In the FMCG sector, brand habit is high whereas attitudinal loyalty is low. As creating attitudinal loyalty based on functional differentiation is difficult, symbolic differentiation is the key. Building strong brand personalities and associated symbolic benefits is important for crafting customer loyalty. The factors discussed cannot be treated in isolation: they are to provide a synergy to result in brand loyalty. The combination of these factors and the timing of the combination is the topical challenge which marketers face in an environment where loyalty is slowly eroding. Local challengers Some of the most successful FMCG brands in 2002 came, not from the stables of a Hindustan Lever and a Colgate, but from obscure regional players such as Kaleesuwari Refineries, Parakh Foods, Anchor Switchboards and Kanpur Detergents. Over the past couple of years, brands such as Gold Winner and Gemini in refined oils, Anchor White in toothpastes and Ghari in detergents have managed to sustain double digit growth rates, even as the market leaders have struggled to hold on to single digit growth rates for their brands. Yes, the comparison is unfair, as the local brands had a minuscule base to start with. But these brands have demonstrated it is not impossible for a new challenger to break into the traditional bastion of one or two large FMCG players. Traditionally, large FMCG categories in India have been dominated by just one or two players, who rule the roost by dint of their sheer financial muscle and distribution reach. But, of late, successful regional brands have been finding chinks in their armour. And how! Aggressive pricing In the edible oils market, as national players were forced to hike their selling prices in response to rising commodity prices, both Gemini and Gold Winner have used aggressive pricing to woo consumers away from the national brands. Packed tea too, has seen similar trends. The limited differentiation in grocery and the flexibility offered by a restricted area of operations have stood these companies in good stead. Anchor White, among the few debutants in the toothpaste market to garner a significant share, first wooed the retail trade with high distribution margins, and then used rock-bottom prices to lure consumers into trying the product. Though none of these companies can match the market leaders in adspend, they have used focused regional and local advertising to draw consumers attention to their brands. The mushrooming of local and regional media has undoubtedly helped the local players milk the most from their ad budgets. Banking on `power brands While the local brands have been adding to their brand portfolios, the market leaders have largely stayed off new product launches. In keeping with its power brand strategy, Hindustan Levers marketing strategies in 2002 revolved around rejigging and relaunching established brands such as Lifebuoy, Rin, Surf and Vim. The company phased out brands such as Sunlight in detergents, and Jai in toilet soaps, so as to focus better on its 30 power brands. The strategy appears to have worked, as brands such as Lifebuoy and Rin have moved into a higher growth trajectory after the relaunch. In fact, HLLs power brand strategy has found a few followers in the FMCG market, with companies such as Godrej Consumer also announcing plans to focus on a clutch of key brands. Streamlining and spend While the power brand strategy has helped the leading players put their marketing prowess behind their most important brands, it has not really helped them save on ad spend. For most FMCG companies, advertising and promotion spends in 2002 grew faster than their sales. In high penetration categories such as soaps, detergents and toothpastes, marketing efforts of the players revolved around persuading existing consumers to use more of the product or to upgrade to a higher-priced brand. The slew of 100 gm free for every 150 gm offers in toothpastes and the series of promos on the 2 kg packs of premium detergents were both intended to induce existing consumers of a product to pep up their usage of the brand. Companies operating in relatively low-penetration categories such as chocolates, shampoos and skin creams tailored their marketing strategies to bringing in new users, through scaled-down versions of their brands in affordable pack sizes. The low-priced Chocostik, a liquid chocolate in a small-sized pack, launched by Nestle India, has helped pep up the companys topline and is now a large contributor to the companys revenues. Nestle India is now trying out a similar small-sized Rs 5 pack for Maggi noodles. Shampoos have been among the few FMCG categories to register a positive growth rate in 2002, and growth in this category has been driven mainly by sachet packs and by scaled-down 50 ml bottles priced at less than Rs 10. Overall, the FMCG slowdown of the past three years has served a useful purpose. At one level, it has made sure that the dominant players in the market no longer enjoy unlimited pricing power, as they have in the past. There now appears to be a greater effort on the part of the players to hold selling prices and look at their own operations to save on cost. At another level, the emergence of the regional challengers has made sure that consumers of FMCG products have a few more choices in their purchases of essentials. Is selling soap the same as selling a TV? It isnt. The difference is how the particular product is sold and more importantly, how is it distributed. India is a unique market, where the manufacturers who deliver products at the doorstep, which is the ideal way to deliver anything, spoil our consumers. We have an extremely evolved distribution mechanism for most products. Different products are sent to the consumer differently. Depending on the number, the price of the product and the complexity of the selling process, they may vary from direct selling to selling through a channel that may have as many as four levels between the manufacturer and the consumer. A look at a few of them will show what it means to be a sales person of that product. Most FMCG (fast moving consumer goods) products are not hard-sold to the end consumers. Sales are built up largely by pull a technique using advertising and consumer promotion. The sell-in happens to the trade i.e. to various members of the distribution channel the CarryingForwarding/Super-stockist, the distributor, the wholesaler and most importantly the retailer, who is the interface with the end-consumer. This chain forms the most important link in getting the product economically to the consumers doorstep. A large MNC in the FMCG industry may be covering as many as 1 million outlets across the country with the help of thousands of distributors. Even a mid-sized company covers at the least 1 lakh outlets. Factoring in the vagaries of operating in more than 25 different states, each with its own sales tax complexities, different consumer needs, differences in the distribution structure, not forgetting differing octroi structures within a state, distribution is extremely complex in India. If the sell-in does not happen to this channel for whatever reason or is sub- optimal, a product is likely to fail. CHAPTER 3 I. UNDERSTANDING ADVERTISEMENT II. UNDERSTANDING SALES- PROMOTION III. CREATING DIFFRENTIATION THROUGH ADVERTISEMENT IV. PROBLEMS FACED BY MARKETERS I. UNDERSTANDING ADVERTISEMENTS Whether it is a serial in a regional satellite channel or a One Day International cricket match, there is a non-stop stream of advertisements, which clutter the commercial break. Well-established brands attempt to sustain brand recall while new ones try appealing to prospective consumers to get into their `consideration set. There are ads for children, housewives and youth. With advertising expenditure in the order of Rs. 8000 Crores per annum in the recent times and the proliferation of brands across categories, there is a strong need to consider the effectiveness of these advertisements. The idea is not to cease advertising but to consider how considering decisions would have to be considered with non-advertising alternatives. These non-advertising alternatives may also enable a brand to create and sustain consistent associations, which may be desirable in terms of long-term implications. A contemporary approach that creates a synergy between various aspects of a promotional mix (a dvertising included) provides a refreshing approach towards marketing communications. There may be several objectives of advertising and a promotional mix could be used in an innovative manner to address each of these objectives depending on the product category and target segment. Creating-brand-awareness When a new brand enters a category or creates a â€Å"new to the market† offering, it needs to create brand awareness. This would depend on whether the product is a consumable or a durable. The involvement level in a speci FMCG Market Analysis FMCG Market Analysis EXECUTIVE SUMMARY The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent  demand with more money and a new mindset. The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities so that appropriate differentiation can be used. Retailers stated that role of word of mouth and television advertising was very important in providing information inputs to the consumers regarding sales promotion activities. This perception of retailers was supported by the consumer unaided recall of sales promotion schemes which were widely advertised. The research concludes with the discussion of the results, managerial implications limitation of the study and future research directions. CHAPTER 1 INTRODUCTION I. ABOUT THE DISSERTATION INTRODUCTION Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents, â€Å"differentiation awareness† can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which consumers cannot â€Å"connect† may have a negative implication and if a brand â€Å"connects† consumers with its differentiation, it is likely to also differentiate itself in terms of getting identified with the consumer. A detergent or a washing machine, which claims â€Å"low water consumption† has to demonstrate this claim at a retail outlet especially given the fact that the quality of water varies across areas even in a specific geographical region. It is also essential that a good â€Å"differentiation proposition† result in a positive word-of-mouth. In a certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like Fair and Lovely built over the years still has a strong association with the category but under tremendous pressure from competitive brands and the most important criteria which these brands is the herbal touch associated with them. Herbal ingredients are becoming popular with consumers in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely had to launch its herbal variant (it used the same brand probably because of the brand equity built up over the years) . The interesting fact is the differentiation being conveyed by advertising. The original version uses an aspiration route in which the brands ultimate benefit is success through confidence. Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert  consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories. CHAPTER 2 I. LITERATURE REVIEW Impact of Effective Advertisement on Consumer Attitude Dr. F.R. Alexander Pravin Durai By going through this article I have come across some points which you should look upon. If you want to read the article it is present in the appendix. Following are some points:- Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements playa major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and · also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the consumer which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows:- When there is a favorable primary demand of particular product. When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target consumers in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the consumer may ensure that the advertisements are on the right track. Getting attracted towards the advertisements. Listening and observing the contents of the advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar consumers. In the article Dr. Alexander Told about a model which exemplifies the attitude or response of a consumer to an advertisement. Techniques of advertising for Fast Moving Consumer Goods Dr. Archi Mathur- Assistant lecturer, Department of Management Studies, National Law University, Jodhpur Dr. HK Bedi- Professor, Dean, Department of Management Studies, National Law University, Jodhpur This article shows how an advertiser can use different techniques of advertisements to show FMCG products. The techniques are as follows: Value added ads- In addition to providing information about the product; Value-added advertising transforms a product into something more appealing to consumers than the physical object produced in the factory. Therefore, it is a missing link between brand attributes and the customer perception, between product features and need fulfillment, .between benefits and values. Comparative ads- the advertiser compares the 2 brands of the same product category. The ad can be copied as the Pepsi and sprite example in the case. They have used the same story but both have them had a different approach. Informative ads- these ads are used to provide information to the consumer about different products and services. Health and Hygiene ads- these ads show that the product is taking care of the consumers health. It is emphasizing of the physical attribute of the product. What does the product do? How does it help you? The ad tells you all. These are some of the techniques. Lifestyle ads- Another way to. nave an impact on the consumers mind is portraying the life-style of a successful person. Humorous ads- Humor in the advertisement is normally kept in order to create a light, jovial and likely kind of an atmosphere Demographic ads- these ads are meant for different segments based on age, sex etc. Farex Cereal Food for infants is an advertisement targeted directly towards the infants, as it comprises a healthy food for them. It is also targeted indirectly towards the mother. Packaging ads- Advertisement is trying to lure the customers to buy their products on the basis of the way they are brought in front of the consumers eyes ie. Packaging. Dabur has brought in different flavors in the market of fruit juice. E.g. Mango, Pineapple, Orange, Mixed Fruit Jete. All these are in different packages, i.e. 50 ml, 1000 ml, etc. They claim that unlike other juices, which have preservatives in them, these products are without preservatives. Hence, the punch line is Real Fruit Juice. Price ads- Marketers also lure the customers by showing in an advertisement that a product is available at a lesser price without any compromise on the standard. Cadbury India advertised the 5-Star chocolate by offering 30% more chocolate in its 5-Star bar for the same price. Celebrity ads- Celebrities are mainly used in the advertisement either to lure the rural people in buying a particular product or in forcing the young generation to buy the products. This is also called endorsement advertising.,{t is also used in portraying that a particular product is best inqtJality because a person who is also very well known in his/her field endorses it. The impact of these stars in advertisements enables the company to increase its sale. CHAPTER 3 I. RESEARCH METHODOLOGY II. RESEARCH OBJECTIVE The main objectives of the study are: 1. To assess current consumer sales promotion schemes in the market 2. To assess how consumers differentiate the products based on advertisements 3. To get an insight into retailers views regarding the schemes being offered in toilet soap category, and consumer perceptions 4. To study consumer perceptions regarding various schemes in this category and responses toward them. 5. To study the various methods of differentiation. 6. To analyze the methodology adopted by companies to target end consumers. 7. To address basic business questions like: Do companies have the right product/service to offer? How companies reach their customers? How the buying power can be created? To prepare new business strategies RESEARCH METHODOLOGY Methodology: Technique used for the survey is questionnaires, focus group discussions and interviews. In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario in toilet soap market and to tap perceptions of retailers and consumers. In order to address above mentioned objectives (i) study of secondary sources was carried out, 10(ii) in-depth interview of six retailers was undertaken and 11(iii) structured questionnaire was designed to seek consumer responses. Convenience sampling was used for both retailers as well as consumer studies. Six retailers ranging from small kirana store to supermarket were approached. All the retailers were located in the Noida. The respondents for consumer study were postgraduate students in the age group of 19-24 belonging to middle and upper middle and upper class. The total respondents were 30 in number. They were residing in hostel or as PG hence sole decision-makers for t his category. Also this age-group being more experimental and likely to be more deal prone, so their perceptions, preferences would give some insights to companies planning sales promotions targeted at them. Scope and Limitations: The geographical scope of the study was restricted to the NOIDA city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 30 consumers (student group) and 6 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive. CHAPTER 3 I. FMCG AN INTRODUCTION II. INDIAN CONTEXT III. MARKET OPPORTUNITIES IV. EVOLUTION AND CHARECTERSTICS FMCG -FAST MOVING CONSUMER GOODS BRIEF DECRIPTION OF INDIA FMCG MARKET MARKET OPPORTUNITIES IN FMCG: According to Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories EVOLUTION:  § 1950s-80s Low Investment in the sector Low purchasing power Govts emphasis on small scale sector HLL and other companys urbane focus  § Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the ‘sachet bug.  § Mushrooming of regional brands Nirma enters and changes the focus to ‘Value for Money in the 70s Post liberalization, Jyothi Laboratories, ‘Ghari Detergent and ‘Anchor toothpaste giving the nation-wide brands a run for their money. CHARECTERSTICS: FORECAST 2010:  § Rural and semi-urban  § 128 million population thrice the urban  § Market size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR)  § Increase penetration from the current less than 1%  § Problems in the rural sector * Low per capita disposable incomes * Large number of daily wage earners * Acute dependence on vagaries of monsoon * Seasonal consumption * Poor infrastructure roads and power supply  § Urban  § Market 16.5k to 35k Crores (Growth of 100% at 20%CAGR)  § Intense competition severe pressure on margins Focus on newer products, such as fruit juices Source: Assocham Report ‘Future Prospects of FMCG CHAPTER 5 I. UNDERSTANDING DIFFRENTIATION II. TYPES OF DIFFRENTIATION III. THE INDIAN CONTEXT I. II. UNDERSTANDING DIFFERENTIATION: Differentiation is the process of adding a set of meaningful and valued differences that distinguish a companys offering from those of its competitors. Differentiation is strongest when it satisfies all of the following criteria: 1. Important: the difference delivers a highly valued benefit to a sufficient number of buyers 2. Distinctive: the difference can be delivered in a clear way 3. Superior: the difference is a better way of obtaining a benefit 4. Pre-emptive: the difference cannot be easily copied 5. Affordable: the buyer can afford to pay for the difference 6. Profitable: the company will earn a return by maintaining the difference BRAND loyalty in fast moving consumer goods categories is a topical issue, with several brands resorting to price cuts across categories. More importantly, price cuts or sales promotion by themselves do not seem to have done much for brands in terms of sustaining brand loyalty. They may attract consumers in the short run: consumers may stock the brands and consumers new to the brand may try it. But over a period of time, a brands value may get diluted in consumers psyche, and will eventually lose a strong base of consumers. The following are some aspects of marketing mix elements and consumer behavior which could contribute to brand loyalty. Product differentiation If the products are differentiated in their characteristics and this difference is perceivable, there are chances of brand loyalty being formed based on satisfaction with greater performance or fit of product with needs. In this case, loyalty is driven by functional or symbolic benefits. Functional benefits would be specific tangible features of the product whereas symbolic benefits would be intangibles such as brand personality and `hedonistic value of purchase. Price differentiation If the price differentiation in the market is perceivable, price-led loyalty might exist in the market. Price-led loyalty is practised by supermarkets, airline companies and FMCG brands, which come out with frequent sales promotions based on freebies. Alternatively, price might be taken as an indicator of brand quality, and the customer might go in for higher priced options. Price-led loyalty has to be carefully considered with other marketing mix elements and the consumer should never perceive dilution, especially in low-priced bands. Hence, lower prices should create a sense of value through the product offerings as well as through communication. Branding activity If the category is organized and there is branding activity, there will be greater loyalty than there would have been if the category were unorganized. Branding activities can differentiate between brands on name, symbol, images and associations. Branding activity in this context refers to creating strong associations which will influence the consumers not only with regard to functional attributes but also with symbolism. Hamam soaps portrayal of its pure ingredients with the child and mother imagery is a good example of one of these dimensions. Branding activities in a broad sense could range from advertising to sales promotion and public relations involving several aspects. III. The Indian context The following were the observations from the literature survey and the examples chosen from the Indian context. The factors indicate that there will be a large segment of consumers for whom price-led loyalty will dominate. Hence there will be strong behavioural loyalty in the segment and only weak attitudinal loyalty. There is thus spurious loyalty in this sector. There is a moderate level of symbolic and functional differentiation which has been exploited by strong brands to build a loyal following. Examples of this include brands such as Dove, Ponds Dreamflower talcum powder, Gold Flake, Wills Navy Cut, Amul and Cadbury. These brands have probably built strong attitudinal loyalty through their brand personality and other brand building efforts. In the FMCG sector, brand habit is high whereas attitudinal loyalty is low. As creating attitudinal loyalty based on functional differentiation is difficult, symbolic differentiation is the key. Building strong brand personalities and associated symbolic benefits is important for crafting customer loyalty. The factors discussed cannot be treated in isolation: they are to provide a synergy to result in brand loyalty. The combination of these factors and the timing of the combination is the topical challenge which marketers face in an environment where loyalty is slowly eroding. Local challengers Some of the most successful FMCG brands in 2002 came, not from the stables of a Hindustan Lever and a Colgate, but from obscure regional players such as Kaleesuwari Refineries, Parakh Foods, Anchor Switchboards and Kanpur Detergents. Over the past couple of years, brands such as Gold Winner and Gemini in refined oils, Anchor White in toothpastes and Ghari in detergents have managed to sustain double digit growth rates, even as the market leaders have struggled to hold on to single digit growth rates for their brands. Yes, the comparison is unfair, as the local brands had a minuscule base to start with. But these brands have demonstrated it is not impossible for a new challenger to break into the traditional bastion of one or two large FMCG players. Traditionally, large FMCG categories in India have been dominated by just one or two players, who rule the roost by dint of their sheer financial muscle and distribution reach. But, of late, successful regional brands have been finding chinks in their armour. And how! Aggressive pricing In the edible oils market, as national players were forced to hike their selling prices in response to rising commodity prices, both Gemini and Gold Winner have used aggressive pricing to woo consumers away from the national brands. Packed tea too, has seen similar trends. The limited differentiation in grocery and the flexibility offered by a restricted area of operations have stood these companies in good stead. Anchor White, among the few debutants in the toothpaste market to garner a significant share, first wooed the retail trade with high distribution margins, and then used rock-bottom prices to lure consumers into trying the product. Though none of these companies can match the market leaders in adspend, they have used focused regional and local advertising to draw consumers attention to their brands. The mushrooming of local and regional media has undoubtedly helped the local players milk the most from their ad budgets. Banking on `power brands While the local brands have been adding to their brand portfolios, the market leaders have largely stayed off new product launches. In keeping with its power brand strategy, Hindustan Levers marketing strategies in 2002 revolved around rejigging and relaunching established brands such as Lifebuoy, Rin, Surf and Vim. The company phased out brands such as Sunlight in detergents, and Jai in toilet soaps, so as to focus better on its 30 power brands. The strategy appears to have worked, as brands such as Lifebuoy and Rin have moved into a higher growth trajectory after the relaunch. In fact, HLLs power brand strategy has found a few followers in the FMCG market, with companies such as Godrej Consumer also announcing plans to focus on a clutch of key brands. Streamlining and spend While the power brand strategy has helped the leading players put their marketing prowess behind their most important brands, it has not really helped them save on ad spend. For most FMCG companies, advertising and promotion spends in 2002 grew faster than their sales. In high penetration categories such as soaps, detergents and toothpastes, marketing efforts of the players revolved around persuading existing consumers to use more of the product or to upgrade to a higher-priced brand. The slew of 100 gm free for every 150 gm offers in toothpastes and the series of promos on the 2 kg packs of premium detergents were both intended to induce existing consumers of a product to pep up their usage of the brand. Companies operating in relatively low-penetration categories such as chocolates, shampoos and skin creams tailored their marketing strategies to bringing in new users, through scaled-down versions of their brands in affordable pack sizes. The low-priced Chocostik, a liquid chocolate in a small-sized pack, launched by Nestle India, has helped pep up the companys topline and is now a large contributor to the companys revenues. Nestle India is now trying out a similar small-sized Rs 5 pack for Maggi noodles. Shampoos have been among the few FMCG categories to register a positive growth rate in 2002, and growth in this category has been driven mainly by sachet packs and by scaled-down 50 ml bottles priced at less than Rs 10. Overall, the FMCG slowdown of the past three years has served a useful purpose. At one level, it has made sure that the dominant players in the market no longer enjoy unlimited pricing power, as they have in the past. There now appears to be a greater effort on the part of the players to hold selling prices and look at their own operations to save on cost. At another level, the emergence of the regional challengers has made sure that consumers of FMCG products have a few more choices in their purchases of essentials. Is selling soap the same as selling a TV? It isnt. The difference is how the particular product is sold and more importantly, how is it distributed. India is a unique market, where the manufacturers who deliver products at the doorstep, which is the ideal way to deliver anything, spoil our consumers. We have an extremely evolved distribution mechanism for most products. Different products are sent to the consumer differently. Depending on the number, the price of the product and the complexity of the selling process, they may vary from direct selling to selling through a channel that may have as many as four levels between the manufacturer and the consumer. A look at a few of them will show what it means to be a sales person of that product. Most FMCG (fast moving consumer goods) products are not hard-sold to the end consumers. Sales are built up largely by pull a technique using advertising and consumer promotion. The sell-in happens to the trade i.e. to various members of the distribution channel the CarryingForwarding/Super-stockist, the distributor, the wholesaler and most importantly the retailer, who is the interface with the end-consumer. This chain forms the most important link in getting the product economically to the consumers doorstep. A large MNC in the FMCG industry may be covering as many as 1 million outlets across the country with the help of thousands of distributors. Even a mid-sized company covers at the least 1 lakh outlets. Factoring in the vagaries of operating in more than 25 different states, each with its own sales tax complexities, different consumer needs, differences in the distribution structure, not forgetting differing octroi structures within a state, distribution is extremely complex in India. If the sell-in does not happen to this channel for whatever reason or is sub- optimal, a product is likely to fail. CHAPTER 3 I. UNDERSTANDING ADVERTISEMENT II. UNDERSTANDING SALES- PROMOTION III. CREATING DIFFRENTIATION THROUGH ADVERTISEMENT IV. PROBLEMS FACED BY MARKETERS I. UNDERSTANDING ADVERTISEMENTS Whether it is a serial in a regional satellite channel or a One Day International cricket match, there is a non-stop stream of advertisements, which clutter the commercial break. Well-established brands attempt to sustain brand recall while new ones try appealing to prospective consumers to get into their `consideration set. There are ads for children, housewives and youth. With advertising expenditure in the order of Rs. 8000 Crores per annum in the recent times and the proliferation of brands across categories, there is a strong need to consider the effectiveness of these advertisements. The idea is not to cease advertising but to consider how considering decisions would have to be considered with non-advertising alternatives. These non-advertising alternatives may also enable a brand to create and sustain consistent associations, which may be desirable in terms of long-term implications. A contemporary approach that creates a synergy between various aspects of a promotional mix (a dvertising included) provides a refreshing approach towards marketing communications. There may be several objectives of advertising and a promotional mix could be used in an innovative manner to address each of these objectives depending on the product category and target segment. Creating-brand-awareness When a new brand enters a category or creates a â€Å"new to the market† offering, it needs to create brand awareness. This would depend on whether the product is a consumable or a durable. The involvement level in a speci

Interpersonal Communication Essay -- essays research papers

Although there are several problems that can diminish the effectiveness of interpersonal communication, some tactics can be used in order to minimize these failures in communication. A recent visit to a hotel sparked a perfect example of this communication opportunity between a patron and the hotel's front desk employee. First of all, the history of the confrontation between the patron and the hotel's front desk employee was clouded with expectations and assumptions. For example, the patron made a reservation for a room by using the hotel chain's national reservation center. This center, in turn, is obligated to give the information to the individual hotels so that the hotels can then honor the reservations accordingly. Unfortunately in this example, the patron's request and approval for a king bed was not relayed from the reservation center to the hotel. As a result, the hotel employee did not have the information that the patron assumed he had received. This assumption resulted in a breakdown in communication between the hotel employee and the patron, which then created hostility on the part of the patron and defensiveness on the part of the employee. The hostility felt by the patron was partly due to past experiences with hotel employees and the negative outcomes of those experiences (Pfeiffe r 12). These past experiences created a situation where the patron did not really listen to what the employee was saying (Pfeiffer 13). Instead, he only heard that there was a problem ("just like there was last time"). The employee's defensiveness was due to his assumption that this particular patron has the same problem that past patrons have had: The patron simply made a mistake with the reservation (DeVito 9). The employee also became defensive because of his rank in the situation and the status differences between a guest of a high-end hotel and a hotel employee (Pfeiffer 14). He knew that he needed to be absolutely correct or else the patron would be awarded a favorable outcome ("the customer is always right"), and this defensiveness did not allow him to fully and effectively listen (Pfeiffer 14). On the other hand, the patron's assumption that the employee had received the information created unclear information. Had the patron clarified and qualified the c orrect information, the message would have been clear an... ...ployee became negative influences on each other that day (Boyle IX). By avoiding the problems associated with miscommunication and adhering to the rules of effective communication, the patron and the employee could have avoided a very negative situation and resolved a problem in a fraction of the time. Although "absolutely clear communication" (DeVito 15) may be impossible to achieve, absolutely efficient communication should be a realistic goal...if for no other reason than to get to a vacation that much quicker! References Bolton, Robert (1979), People Skills, Simon & Schuster, New York. Boyle, Dr. William (1999), Getting Connected: How To Improve All Your Relationships, William Boyle and Associates, Illinois. DeVito, Joseph A. (2002), The Interpersonal Communication Reader, Allyn & Bacon: A Pearson Education Company, New York. Pfeiffer, J.W. (1973), Conditions Which Hinder Effective Communication excerpt from The 1973 Annual Handbook for Group Facilitators, Pfeiffer and Company, California.

China a Threat to Indian Industry? Essay

1) Are Japanese products a threat to US industries? Â  Are Eastern EU products a threat to Western EU industries? 2) Is the Chinese Auto industries a threat to India? Dont know. Is the Chinese Food Product better than India? Dont think so. Is the Chinese Manga Books better than India? Dont think so. Is the Chinese textile industries a threat to India? Yes. Is the Indian software industries a threat to China? Yes. 3) As a wide range of cheap Chinese products flooded the Indian market, some local industries were adversely affected, while others benefitted by using these products as raw materials. 4) One-hour technology’ products from China started entering Indian households some years ago. Even though the majority of these products did not succeed in the Indian market due to their ‘inferior’ quality, the Chinese ‘invasion’ of our market is still continuing. The dumping of Chinese-made fans, locks, watches, bicycles, radios, batteries etc is slowly repl acing our own products and has become a threat to Indian industry. 5) China herself is one of the victims of the counterfeit products they produce; in the year 2001, fake and low-quality medicines produced in China killed about 192,000 people. 6) Many Indian companies have already shifted their production bases from small Indian towns and villages to China. This has resulted in unemployment for lakhs of workers, pushing them to the brink of starvation. China’s steady entry into our textile, food, information-technology, pharmaceutical, automobile and other sectors may result in the collapse of many Indian industries — in both organised and unorganised sectors. 7) The low rate comes due to the fact that the Chinese Government lends a subsidy ranging from 30 per cent to 100 per cent. The Chinese made goods, of better quality and low rate, have flooded the Indian market in hordes encompassing all types of products – chocolates, toys, garments, computer hardware, and so on, and are finding ready and eager takers among the Indian con sumers and this is the factor which has caused a great sense of uneasiness among the Indian industry community. 8) Cheap bulk drug imports from China may soon post a threat to the Rs 20,000 crore domestic bulk drug industry.Ind-Swift Laboratories, a pharmaceutical major based in Chandigarh, halted the production of roxycomycin and arithromycin last month. It is not Ind-Swift alone. Companies like Alembic, Kopran and Torrent are all bearing the brunt of Chinese imports. The consequences are severe on firms producing bulk drugs like azithromicin, clarithromycin, ciprofloxacin, norfloxacin, roxycomycin, cephalosporins and anti-quinolones. As a result, the pharma industry is losing business worth Rs 2,500 crore a year. 9) The price of a battery-operated Chinese car has fallen from Rs 300 two years ago to Rs 60. The fall in prices has caught the fancy of low-income families. There is no threat to our companies from cheap products imported from China 1) whatever products imported from China unfortunately are mostly below any standards or quality criteria. So the consumer is not very keen to purchase Chinese products in India except for the toys. But if you talk about the fluorescent lamps or electronic products nobody is buying them. 2) In the year 2000, Indian motorcycle makers were a worried lot. A number of them had announced plans to launch dirt-cheap Chinese bikes, fearing that such dumped motorcycles would swamp the Indian market. Today, the fear of Chinese motorcycles no longer stalks manufacturers. 3) Only one company, Monto Motors, launched Chinese motorcycles in the country. In a market, which sells over 2.5 million units a year, the firm claims to have sold around 15,000 bikes so far. 4) Dhoot and other Indian producers did face an initial challenge from Chinese brands like Konka and TCL, but these names failed to make headway. China has always been compared to India in terms of population and technological advancements. China undoubtedly has a humongous software market, but is definitely not a threat. * India has its own unique power and intelligence. * Indian IT companies have captured Asia and Japan as well. * India is becoming one of the world’s largest internet and mobile user’s country. * India’s mobile market is growing by leaps and bounds. * Most countries prefer employees from India rather than China because of communication barrier. English is spoken by almost all IT industries in India. * India has a large consumer and industrial market, all thirsting for products, with great brands and distribution networks.ForThere is no doubt that India may take many years to have a market like China. * China has a huge population. Moreover people there are advancing each passing day. * China launches new mobiles, technologies, automobiles almost everyday. * China’s automobile industry is much bigger than India’s. it can therefore serve quality products at lower cost. * China has a string support from the government. Indian IT industries have negligible support. * China launches many products like gadgets etc everyday. Because of this they can sell them at a cheaper rate.China’s market cannot be a thread untie India considers and works on each opportunity that comes its way. It should efficiently make use all possible resources and infrastructure to welcome foreign investment and manpower hiring. Write your comment – Share Knowledge and Experience Discussion Board| Group Discussion- China market – a threat to Indian market China market is a threat to Indian market as they provide very cheap products with good quality as compared to Indian products. The kind of technologies China uses is much better than the technologies which India uses. Every year huge amount of Chinese items are being imported to India and lot of people are using these items. The industries in china are much bigger and growing everyday. The inventions which is being done in china is much more advanced and then selling of those technology at cheaper rates is what affecting Indian markets.

The eNotes Blog A New Look at EmilyDickinson

A New Look at EmilyDickinson Portrait of the poet Emily Dickinson at the age of sixteen. Property of Amherst College. For years, scholars have had only one image of the enigmatic  Emily Dickinson to go bythat of the poet as a sixteen year-old, taken in 1847 (above). In that time, observers have been unable to help themselves from forming certain ideas of the poet, given this picture of a heavy-lidded, pale, and fragile looking adolescent, coupled with her well-known depressive nature. However, it seems that a new discovery may serve to change our views. That is, if the photograph below is truly the second portrait of Emily Dickinson known to date. Could the woman on the left be Emily Dickinson, twelve years on from her famous daguerrotype above? The picture recently surfaced in Dickinsons hometown of Amherst, Massachusetts, and has been on loan with Amherst College (the owner of the first Dickinson daguerrotype) while it undergoes tests to determine its credibility. And what scrutinizing tests they are; the photograph has thus far been evaluated by historians, members of the Emily Dickinson International Society, and even an opthalmologist. The last, Susan Pepin, concluded in her report, The two women have the same eye opening size with the right eye opening being slightly larger than the left. The left lower lid in both women sits lower than the right lower lid  The right earlobe is higher on both women. The inferonasal corneal light reflex suggests corneal curvature similarity, allowing us to speculate about similar astigmatism in the two women. Both women have a central hair cowlick. Finally, both women have a more prominent left nasolabial fold After a thorough examination of both of these womens facial features as viewed from the 1847 and 1859 daguerreotypes, I believe strongly that these are the same people. Kate Turner, age sixty. And shes not the only one.  Others at Amherst College, after comparing the fabric of the subjects dress to swatches belonging to the Emily Dickinson Museums textile collection, feel strongly that she must be the famous poet. Further forensic-style investigation was used to determine the second sitter in the photograph, Kate Scott Turner, which corroborates the conclusion that the image is of Dickinson. Turner, a recent widow at the time, met Dickinson in 1859. The two shared a strong relationshipwhich some have purported to have been more than mere friendshipuntil they suffered a parting of ways that deeply hurt Dickinson. In a letter to Kate circa 1860, the poet wrote, Why did you enter, sister, since you must depart? lamenting that loss of a close friend.  Thankfully, multiple photographs of Turner exist in the world, as the ability to identify her as one of the subjects in the photo makes it more likely that the other sitter who looks like Dickinson  is  Dickinson. But what exactly is the significance of finding a second portrait of Emily Dickinson, you may ask? Its all in our perceptions of her. Reducing our image of her to a photograph of a waifish teenage girl, weve been short-sighted in our considerations of Dickinson as a grown woman. It seems impossible to believe that she could be so composedstrong, evenas we imagine her now, extending a protective arm to her far meeker looking friend. If the daguerreotype is eventually accepted as Dickinson, it will change our idea of her, providing a view of the poet as a mature woman showing striking presence, strength, and serenity. She (whoever she is)  seems to be the one in charge here, the one who decided that on a certain day in a certain year, she and her friend would have their likenesses preserved. In fact, even if this  photograph is not of Dickinson and Turner, it has still  been of use in forcing us to  imagine Dickinson as an  adult, past the age of the ethereal-looking 16-year-old we have known for so many years. Tell us your views: is the image above, in your opinion, of Emily Dickinson? If so, does it change your perception of her? Leave us a comment below.