Feudalism in European and Japanese Society

Feudalism was used in both Japan and Europe and as such, ad similarities amongst in Uses including the basis the system was based on, the hierarchy involved in such a system, and the establishments lords built as their residences. However, as a result of varying cultures, the feudal system had a handful differences in both countries; from the basis of ideas regarding the feudal system (I. E.Confucianism and Kong Quiz versus Catholicism and Roman imperial laws) to the date of establishment of feudalism as a social system in their respective countries; payment of the lord and dainty for the military service performed by the serfs, peasants, and samurai to he aversion of suicide, or lack thereof when in regards to samurai, by knights as a result of their binding to Catholic Christian law. Feudal European and Japanese societies were built on a hierarchical society firstly.Various levels of social strata were the basis of aforementioned feudal societies. These levels of strata included (1 ) nobles (2) warriors and (3) tenant farmers or serfs. Like many ancient and medieval societies, social mobility was never truly at center stage and as a result it was a near nonexistent thing in feudal societies in both Europe and Japan. In addition, these feudal societies fostered an abundance of respect for the warrior class, stemming from constant warfare and their function as local lords. The warrior class was restrained by a code of ethics.For example, European knights were expected to follow a code of chivalry while Japanese samurai were expected to follow the doctrine of what is called bushier –?in other words, â€Å"the way of the warrior. † Finally, feudal lords in both countries, Europe and Japan, built strong and large castles that could be used for defense from invaders and also served as protection for themselves and their vassals, seeing as that in and of itself was the main precept f feudalism–protection in exchange for homage, labor, and a share of the agricultural harvest.On the other side of the coin, the basis of ideas regarding the feudal system of society differed from Europe to Japan. European feudalism was founded on the authority of the Catholic Church, an element of European life that was increasingly important in such a medieval society, along with Roman imperial laws and customs the likes of which were supported by said Catholic Church. As a result, the symbiotic relationship between a lord and his vassals was seen as contractual, an idea originating from he ancient patronize relationship found in the Roman Empire.The lords o offered both protection and payment while the vassals gave their complete loyalty to the lords. Whereas Japanese feudalism originated on the precepts of Confucianism and the doctrine of the Chinese philosopher, Kong Quiz. These doctrines emphasized morality and filial piety–respect for both superiors and elders-?and functioned as the quintessential â€Å"moral compass† Of both peasants and villagers who were required to honor and pay taxes to the warrior class.Secondly, feudalism made its way to Europe long before it surfaced in Japan–800 A. D. Versus 1100 AD. Respectively. This appearance of feudalism in Japan coincided with the ending of the Hein period and the rise to power of the Kumara Shogun. However, many years later, European feudalism came to a careening halt in the sixteenth century as a result of the growth of stronger political states, thereby eliminating the need for the symbiotic relationship between the lord and the vassals and serfs fostered by feudalism.Japanese feudalism would later find its inevitable end in 1868 as a result of the Meijer Restoration. In addition, European knights were gifted land by their lords as a exult of their military service and as such they had immense control over the serfs who worked the gifted land. This contrasts against the life of the Japanese samurai seeing as they en ever owned any land in their feudalism society.Instead, dainty used a percentage of their annual income, generally accumulated from taxing peasants, in order to pay the samurai. (This salary was typically paid in rice. ) Lastly, Catholic Christian law prohibited knights from committing suicide and, instead, encouraged the fight to avoid death in both battle and life. This precept of Catholicism originates from the belief that those who go commit suicide are emended to hell, a consequence that is unimaginable in the Christian faith.The Japanese, on the other hand, welcomed death seeing as they had no religious affiliation and saw no need to fear their own mortality or the consequences that would undoubtedly come with such an irreversible act. In their perspective, committing suicide in the face of inevitable defeat preserved their honor as warriors, thus suicide was honorable in Japanese culture. It is interesting to note, however, that although Japan and Europe had no quantifiable contact with one another durin g this time period, hey managed to develop sociopolitical systems akin to one another.

Vandalism in Street Art

Art has been involved in the human society since day one. The first appearance of art that was discovered were the cave paintings in France which date back to 32,000 years ago. These paintings were created on walls, meaning they were meant to be seen by everyone. Street art is very similar, because it is art work that is displayed on a public level, similar to the cave paintings thousands of years ago. Street Art is a new movement in today’s art society that is taking the world by storm. In street art the artist’s works are displayed for the world to see.Artist use urban environments such as buildings, sidewalks, streets, and walls as there canvas to create spectacular works of art for everyone to see. Artist display their work in public spaces by using paint, spray paint, stencils, stickers, and installations. Street art takes everyday objects we see and transforms them into something extraordinary. Designs of faces cartoons, political figures, pictures, illusions, scu lptures and statues can be seen on the side of large buildings, asphalt, billboards, everyday walls, and even through traffic signs. Lewisohn 3)Seeing this art work on the side of a ten story building can be breathtaking, and the question comes into play, how did it get there? Well the first thing that is needed to create street art is an artist. The artist will than choose a location were he/she best feels the art needs to be. A location is half of the process, a good location can take weeks to find than there is the process of scoping it out for cameras, law enforcement, traffic in the local area and most importantly when will the operation take place.These are all vital pieces of information to successfully create a street art master piece. So, there is a location and a set time, now the second half of the process begins. When arriving to the location there needs to an idea of what is going to happen, game plan. The game plan for most artists is to be stealthy, quick and effectiv e. As the artist approaches the wall he/she has their materials at hand ready to go. Depending on what street art genre is about to be create there is a need for different materials.The materials used to create a propaganda poster that will be placed on the wall are the poster , adhesive glue in a bucket and a rolling paint brush. is to the wall and the first artist roll on adhesive glue all over the wall with their brush, They then apply the poster over the glue by rolling it out and then brush more glue on top of it to protect it from the elements and insure a long viewing life. Final step Walk away and admire the beauty of street art. With the popularity of street art growing and more art work appearing, local law enforcements are noticing the amount of street art.To law enforcement officers street art is seen as an act of vandalism, which is punishable by state law. Though street art can be considered an act of vandalism at the state level, it will never be punishable under fede ral law. The laws of America are created under the United States Constitution. The constitution is federal law, which indicates that all fifty states most abide by those set laws. This includes many crimes that, if they did not occur on U. S. federal property would otherwise fall under state or local law.Within the state there can be state laws created by the state legislature and then be signed into law by the state governor. Each state has its own set of laws that state citizens abide by. With individual state laws comes individual state punishment. Every crime is punishable by law and every state has their way of handle it. ( Eichelkraut) So, what is vandalism a federal law or a state law? Vandalism is covered by state laws, and changes by state. Some states refer to vandalism as â€Å"criminal damage†, â€Å"malicious trespass â€Å"and â€Å"malicious mischief†.In an effort to control the impact of vandalism, many states have specific laws that may decrease cert ain forms of vandalism. For example, some states have local â€Å"aerosol container laws† that limit the purchase of spray paint containers or other â€Å"vandalism tools† which could be used for graffiti or vandalism purposes. (Eichelkraut ) These local laws help prevent graffiti but what is the difference compared to street art. Graffiti is the name for images or lettering scratched, scrawled, painted or marked in any manner on property. These markings are known as â€Å"tags†.Tags can be considered any type of public markings that may appear in the forms of simple written words to elaborate wall paintings. A high percentage of graffiti and tags are gang related. The goal of a tag is to mark territory by displaying their trademarks on hard-to-reach places, like billboards and the tops of buildings. The more places they go the more they are recognized. If there are two taggers in the same area they will compete to display their trademarks more and in unique pla ces. (Lewisohn ) It is the same concept in street art but with more of a political or social message that makes the asser buy ponder on what he/she saw. Street artist do the same thing the more their art work is seen the more well known it becomes. They have their art displayed were ever they can. Remove the word street from street art and there is just art, it could be hanging in a museum or on display in a building but when street is added to art it transforms into art in the streets. That’s what street art is, beautiful subjective master pieces that were created by the hands of an artist to be critiqued by the public.There are many genres of art that fall underneath street art and graffiti is one of them. Street art cannot be generalized down into one genre such as graffiti but it all can be defined as vandalism. The artists in the act of creating art know that it is illegal, they know the consequences of being caught but they take the risk of being caught so that their ar t will be seen. It is simple, street artist know what they are doing is considered vandalism, and that it is punishable by increasing levels of fines, jail time and community service.While law enforcement officers are keeping a closer eye on the scene of street art, graffiti and vandalism, there are still and will always be street artist getting away with their art being displayed all over the world. Few artist, such as Banksy, Invader, are incognito and the higher authorities do not identify who they are or how to find them. These artists have large works that are well known all around Europe, Middle East and American. If an artist of this magnitude were to be caught what would there criminal punishment be?When a criminal is caught their crimes are categorized in state law as either a misdemeanor a felony but if the crime is adequate it will be tried as a federal offence. A misdemeanor is considered a crime of low seriousness, and a felony one of high seriousness in state. A federa l offence is any law that goes against U. S. Legislature. The act of vandalism will be giving a misdemeanor or a felony never will it be taking to federal charges (Eichelkraut ). The punishment for vandalism does not need to be taking any further than in state law because state law officers are cracking down on vandalism.If vandalism grows to increasing numbers and cities become overwhelmed than vandalism will become a federal offence. And if vandalism is tried as a federal crime, would the jail sentence for the defendant be the same or will the difference be that the time served is in Federal prison. The fines and warnings given out buy local law enforcement officers are keeping vandalism under wraps, there does not need to be federal agents patrolling the street to look after empty brick walls and street signs. Even the most severe cases of street art vandalism have never been giving a federal sentence and that’s how it will stay.For example a local street artist outside of Pittsburgh was arrested and sentenced two and half years to five years in jail due to over $700,000 in damages to private and public property. And when he is released from prison, he will owe $234,000 in restoration and be expected to serve 2,500 hours of community service. (Sudbanthad) This punishment is the most severe sentence that has happened in the street art world. On the other hand, Shepard Fairey, a famous street artist who invented the Obama campaign posters, was charged with vandalism in Boston, Ma.His charges were on misdemeanor level where he had to appear in court, Fairey was told not to carry any street art supplies with him when he is in Boston or he will be fined. There are many ways inside state laws that the government will reprimand street art vandalism. There is no set punishment for vandalism weather it’s done with spray paint or paper and a roller each penalty will depend on the severity of the crime. For an unknown artist serving behind bars because h e continued what he loved, it’s worth it for him in the end.Vandalism in any area is a crime but artists, do it for people who will not realize (at least for a few moments) that what you have done is art. Avoid recognizable art-categories, avoid politics, don't stick around to argue, don't be sentimental; be ruthless, take risks, vandalize only what MUST be defaced, do something children will remember all their lives. Dress up. Leave a false name. Be legendary. The best Poetic Terrorism is against the law, but don't get caught. (underspary) Create Art as crime and think of crime as art.

Marketing management 8 Essay Example | Topics and Well Written Essays - 1000 words

Marketing management 8 - Essay Example 99). Consumers generally spend much more time and efforts in taking buying decision for high-involvement purchase rather than in the low- involvement decisions for routine purchases. The marketing manager who has to take high involvement purchase decision has many responsibilities. The promotion to the target market should be informative as well as extensive. Depending on a good advertisement may give necessary information for making the decision and also to know specific benefits and distinctive advantages of buying it (Lamb and Hair, 2008, p. 148). When taking decision for buying cruise line, the marketing manager is more concerned about the ultimate outcome of weighing up process and thus he has to think about how much weight to give to each one feature of the product. How much it s cost effective, profitable and how much dollars it is worth paying for the future are some of the basic thoughts of the manager. Data collection is an expensive marketing program especially when it comes to international level. The internet based data collection and research methods are useful and cost effective to the household detergent company that plans to conduct a research among women aged 21 from all over the world. Hague (2002) suggested that internet can be used in several ways for the primary data collection for the marketing research. Self-administered questionnaire, mail and survey methods are common methods of internet based data collection (p. 151- 153). Conducting a random sample survey from various countries will be time consuming and expensive task. Any other forms of surveys and interviews will cause the company to spend more on the data collection as it is to be done from various countries and the attitude of public may from country to country. Creating specific software to be posted on the website or conducting online survey in association with premium online survey companies can be much effective way of data collection than other methods. It

Negative Effects of Outsourcing Essay Example | Topics and Well Written Essays - 1500 words

Negative Effects of Outsourcing - Essay Example As a result, there is a debate concerning the benefits and costs involved in outsourcing (Wikipedia, 2007). This paper discusses some of the negetive impact of outsourcing jobs on US economy and society. Outsourcing jobs to other countries will negatively impact American Society by depleting the availability of jobs in the US, decreasing the level of customer service we receive, and reducing our privacy. There are arguments for and against outsourcing of jobs in United States. Many of them suggest that outsourcing has had a negative impact on the American economy. However economists and government officials who are supporter of outsourcing of jobs to other countries stress the overall benefit and long-term advantages of this practice for the American economy. Unfortunately those who have lost their jobs due to the emerging outsourcing businesses to foreign competition often discover that the creation of higher paying jobs to replace ones that are lost has not occurred. As a result of this there are many who are undergoing mental trauma. There is a great deal of impact of outsourcing on the economy. It contributes to a deteriorating the economy as it contributes to the trade deficit and exports the American knowledge base to other countries. While outsourcing has helped to improve the lives of people in other countries, it should not be done at the cost of creating unemployment in America. Outsourcing of jobs at a lower wage may benefit the company, but it has serious impact on those who loose jobs and deteriorate their living standards. Taking a correct estimation of the costs of outsourcing would establish the fact that keeping jobs in the United States is more competitive than otherwise. Outsourcing has resulted in increasing unemployment problem in America. While those who are in favor of outsourcing argue that as a result of outsourcing, high-value jobs will be created to substituting jobs lost by outsourcing, the facts reveal quite different situation in future. Projections made by the Bureau of Labor Statistics in 2004 have clearly said that outsourcing can only increase unemployment. According to a CNN commentator Lou Dobbs, among the top-ten projected areas of job growth only three categories require a college degree. He also interprets that those who take new jobs will provide only 80 percent of their former pay rate. Some of the statistical data reveal the following facts. Unemployment among America's engineers has sharply increased from 2.0% in 2001 to 4.2% in 2002 to more than 6.0% in the first quarter of 2003. The unemployment problem is even worse for people belonging who have the basic degree in electrical, electronics, computer and software engineers. According to the Bureau of Labor Statistics at the U.S. Department of Labor, unemployment among electrical and electronics engineers reached 7.0% in the first quarter of 2003. 6.5% of all computer hardware engineers and 7.5% of computer software engineers were also unemployed during the same period. It is also evidenced that outsourcing has negative consequences for the overall American economy. Even though free trade is often cited as a reason for outsourcing, Dobbs suspects that eminent economists such as Adam Smith and David Ricardo, who regularly advocated free trade, would take a different opinion if they realized that

Adult Learning Theory Assignment Example | Topics and Well Written Essays - 500 words

Adult Learning Theory - Assignment Example This theory carries with it some assumptions about self-concept, experience, readiness, motivation, and, orientation to learning as well as relevance. These assumptions give the individuals a chance to take the initiative, with or without the help of others to diagnose their needs in learning, formulate them, identify human and material resources for learning, preferring and putting into practice appropriate learning strategies as well as evaluating the outcomes (Brookfield, 2005). This is what differs with the learning of children due to the fact that the characters portrayed in this theory, such as self-reliance cannot be present in childhood learning as it requires a lot of guidance from teachers or instructors depending with the kind of teaching they are going through (Hall, et al., 2004). I recall my recent workshop training on the importance of adult learning based on â€Å"learning the new electronic medical record’ in all in the medical fraternity. The workshop had come up to encourage most of the hospitals to come up with an adult learning session so as to improve the mode of working for its members. During, the experiences there was the principle of adult learning the entails practice and problem centred where people were taught how to insert a chip under the skin of the patient so as to come up with all the health issues that are affecting the patients, thus encouraging the keeping of health records. There was the use of collaborative, authentic problem-solving activities such as understanding what to do especially when some or all the gadgets were not working (Hohler, 2003). By giving new ideas and offering suggestions through the discussions that were held. This learning experience brought to light the importance of positive self-esteem especially based on the kind of profession that was on hand. It emphasized the importance that individual being more effective and confident through practice and establishing routines and self-set goals ensuring that they are met at all cost. New ideas were also incorporated in relation to the previous experience that was gained with the help of the of the days topic.  

Changes in market power Research Paper Example | Topics and Well Written Essays - 250 words

Changes in market power - Research Paper Example Hence, despite the decreasing values of hotel prices, the market power can still be strengthened through the use of advertising strategy (Tung et al., 2010). The market power of hotel industries has gained an incremental value especially when hotel management lowered down their room rates. Celen and Thomas (2009) implicated that the changes of the market power within hotel industries are increasing towards a better profit because lowered priced rooms are mostly booked and occupied. In addition, Eden (1990) and Dana (1999) explicated that hotel industries can gain a change in market power when the distribution of room rates is equal and lowered to an affordable price. Consequently, market power is important within hotel industries in order to cope up with the increasing industrial competition (as cited in Celen & Thomas, 2009). Accordingly, the market power is determined through the market structure of the hotel industry, in which this will influence the changes of the market power held by the particular firm. Moreover, the vertical integration can benefit the market power of hotel industries and be able to manage their services despite increasing competition. Hence, the market power depends on how the hotel industries market their low priced rooms in order to sustain and regulate their market structure (Celen & Thomas, 2009; Tung et al., 2010). Tung, G.-S., Lin, C.-Y., & Wang, C.-Y. (2010). The market structure, conduct and performance paradigm re-applied to the international tourist hotel industry. African Journal of Business Management, 4 (6),

Greenpeace Case Study Example | Topics and Well Written Essays - 1500 words

Greenpeace - Case Study Example In other words, Greenpeace has a reputation of an organization that is not afraid to take bold actions in order for the society to change its current perspective on the relationships with nature. In the case that will be examined in this paper one is able to see the following situation: Greenpeace has been a long proponent of switching from harmful substances that are used in refrigerators to those that are environmentally friendly. Finally, it was able to success in it by finding a company that would be willing to introduce the changes. This marked the transition from a conflict based approach of promoting environmental values to an approach that relied on cooperation and reasoning. Nowadays, Greenpeace is known to have promoted its environmentally friendly coolant almost all over the world, excluding the United States. However, there is hope that one day it may change since large companies are many certain steps towards it. To begin with, it may be rather useful to evaluate the tactics that was used by Greenpeace in the Greenfreeze campaign. First of all, one might mentioned that the organization in question tried to target the brand that directly interact with the consumers and, therefore, value their reputation. Indeed, this is a rather smart move since big industrial corporations never contact with people to whom they sell their product and they can hardly be influenced. On the other hand, big bands are willing to gain a competitive advantage by trying to attract their customers with the use of new environmentally friendly technologies (Kaufmann, 2014, p. 103). What is more important is that these brands are able to have a direct impact on the manufactures; so, by targeting them Greenpeace made a right choice. Another aspect of the strategy that should be mentioned is the fact that it promoted the technology worldwide by making sure that companies

C-V-P equation.Contribution margin Essay Example | Topics and Well Written Essays - 1250 words

C-V-P equation.Contribution margin - Essay Example The C-V-P equation or the Cost Volume Profit Analysis is a major step in major decisions. It is the model which defines a relationship between the sales price, cost or production, sales volume and other costs of any product. The major purpose of this model and its application is the predictability of future profits and its change based on changes in either volume or any of the components of costs that it takes into account.It is important for managers to decide if their materials costs and other direct variable costs are too high given the revenue from the product. Keeping aside the fixed costs which have to be borne irrespective of the sales revenue, the remaining costs which are directly proportional to units sold can be minimized to manage cash flows in a better way. They can cut on their variable costs by having a look at the contribution margins of their company and their products.The contribution of sales to before tax profits, or gross profits, over and above the break even is exactly the contribution margin as there are no fixed costs any more. The amount after the deduction of variable costs from the revenues will be added to the profits.CVP graphs help the manager and the reader to have a better figure of the relationship between the profits, sales and volume of sales. CVP graphs also helps in viewing the breakeven points on the graph and provides a better insight into the profit-impact of increased sales or costs.When we have a increase in the fixed costs, the breakeven point changes. ... 13. When other factors are constant, what is the effect on profits of an increase in fixed costs Of a decrease in variable costs When we have a increase in the fixed costs, the breakeven point changes. The breakeven point is the point where the profits are zero or the total contribution margin is equal to the fixed costs. It's a no-profit and no-loss position. When the fixed costs increase in the [(Fixed costs) / (contribution margin)] calculation of break-even point, the number of units to break even increases. If there is a decrease in variable costs, the contribution margin increases, given the same price. Due to this, the break even units decrease as the denominator is increasing. 14. What are the limiting assumptions of C-V-P analysis The CVP model assumes that the prices of the units will remain constant and do not change in the entire process. Variable and fixed components can be easily and accurately calculated for units. The determination of fixed and variable costs, in actual conditions, is very difficult. Inventories are available at all times to make sales and that there is no shortage of supply of products to sell. The sales mix remains constant for multi product companies too. Practice 16-3 Linearity of Variable Costs within the Relevant Range The company has assembled the following data about its variable costs: Level of Activity Total Variable Cost 1,000 units $ 25,000 2,000 units 46,000 3,000 units 69,000 4,000 units 92,000 5,000 units 100,000 The company is currently producing 3,300 units. According to these data, what is the relevant range over which the company can assume that the variable cost per unit is constant In this case, the

Harvard business review Essay Example for Free

Harvard business review Essay For each team, by submitting the document online, you claim that the document is original from your own idea. Each team must work on the assignments independently. All the materials submitted will be checked for plagiarism electronically. For more information, please refer to http://www.plagiarism.org/ Should you have questions and concerns in regards to plagiarism, you should contact the course coordinator immediately. Content Tutorial III consists of two parts. The first part includes case discussion while the second part focuses on the feedback to the common mistakes in the intermediate exam. Requirements First, all the students are required to be present and participate in the discussion. Second, all the students are required to read the following two cases: Case Part A: Toyota—Under†the†Radar Recall Response on Page 346 of the textbook; Case – Quality Parts Company on Page 426 of the textbook. Each team is required to write a case note for these two cases. In the case note, you need to give answers to the questions proposed in the corresponding cases. The length of the case note is at most three A4 pages with font size 12 and 1.5 line space, excluding the figure of value stream mapping. For Case – Quality Parts Company, you are NOT required to answer Question 2 and 3. Instead, you need to draw a value stream map for the production process of Model Z based on the symbols which can be found in exhibit 12.3 on Page 409 in the text book. Suppose that customers order every month. After orders are realized, Quality Parts Company orders from suppliers every month. The company does weekly delivery. Inspection is immediately executed after assembly. Every week a production plan is generated which serves as a template for the daily planning activities performed by the production manager. How much value-added time and how much non-value-added time can be found in the production process? Note that you have to ï ¿ ¼Ã¯ ¿ ¼1 use Microsoft Visio 2010 to draw the VSM. Otherwise, no mark is given. You can directly copy the diagram from Visio to Word. Presentation Team 7 of all the groups and Team 12 of IEM groups should present Toyota. Team 8 of all the groups and Team 13 of IEM groups should present Quality Parts. Team 9 of Group 2, 5, 7 should present Quality Parts. The teams present separately. Each presentation takes five minutes. Please use Microsoft Powerpoint to prepare your presentation and the number of slides is at most 5. Please copy your powerpoint file into a USB stick and bring it to the tutorial. To prepare the presentation for cases, you need to present the solutions to the questions proposed in the case description and give a convincing argument for your solutions. The performance of your presentation will be counted for class participation. Submission Your assignment will be graded only if it is submitted online in the fold of Assignment on Nestor by the deadline and a hard copy is passed to your tutorial teacher in class. The deadline is by 24:00 on October 15. Note that write down your names and student numbers at the first page of your document. For the case note, please name your file as groupnumber_teamnumber_case, such as g1_t1_case. Please print your file with a double†sided format. For your presentation file, you only need to give the hard copy of your slides to your tutorial teacher. Topic

The Criminal Justice System and Terrorism

The Criminal Justice System and Terrorism Terrorism has become a part of up to date life. Hijackings, bombings, and assassinations on distinct countries of the world may appear like isolated attacks, but they contemplate a so straightforward reliance on aggression as a way to encourage communal, political, and devout change. They are components of a pervasive end supports the means beliefs being pursued to its most perverse conclusions. Many of these actions have been conveyed out by the constituents of Islamic Jihad, while other ones are part of a worldwide mesh of terrorists. Claire Sterling contends in The Terror Network that numerous of the terrorists were taught and equipped by KGB agencies from the previous Soviet Union. Analysis Terrorism has become the scourge of popular governments. Experts in the area approximate that less than 1 per hundred of terrorist attacks occurred in the Soviet Union, but as asserted by Rand Corporation professional Brian Jenkins, almost a third of all terrorists attacks engage Americans. Democratic authorities, used to considering inside a lawful structure, often find it tough to deal with criminals and terrorists who regularly function out-of-doors of the law. Yet deterrence is just as much a part of fairness as correct enforcement of the laws. Democratic authorities which manage not discourage criminals inescapably spawn vigilantism as commonly law-abiding people, who have lost self-assurance in the criminal justice system, take the regulation into their own hands. An alike backlash is starting to appear as an outcome of the incompetence of Western democracies to fight back themselves contrary to terrorists. But need of governmental determination is only part of the problem. Terrorists flourish on newspapers exposure, and report associations round the world have been all too eager to give terrorists what they crave: publicity. If the report newspapers provided terrorists the minuscule treatment their figures and leverage claimed, terrorism would decline. But when hijackings and bombings are granted famous newspapers vigilance, authorities start feeling force from their people to determination the urgent position and finally capitulate to terrorists demands. Encouraged by their newest achievement, terrorists generally trial again. Appeasement, Churchill wisely documented, habitually whets the appetite, and latest achievements have made terrorists famished for more attacks. Some report commentators have been reluctant to call terrorism what it is: wanton, criminal violence. They blunt the barbarism by contending that one mans terrorist is another mans flexibility fighter. But this easily is not true. Terrorists are not worried about human privileges and human dignity. In detail, they end up decimating human privileges in their supposed battle for human rights. Terrorism has been called the new warfare. But terrorists turn the idea of conflict on its head. Innocent non-combatants become the goal of terrorist attacks. Terrorist warfare retains blameless persons hostage and makes fighter and citizen alike promise goals for their aggression. Terrorism will extend even though conflict has not ever been formally been announced and our foe is not a lone identifiable country. Instead we are being victimized by a worldwide terror mesh angled on crippling American morale. Government and War First, we should characterize a terrorist. Is a terrorist a widespread criminal? If terrorists are only widespread criminals, then biblically talking, they should only be administered with by their owner governments. In Romans 13, the Apostle Paul states, he who opposes administration has are against the ordinance of God; and they who have are against will obtain disapproval upon themselves. For rulers is not an origin of worry for good demeanor, but for evil. Do you desire to have no worry of authority? Do what is good and you will have applauded from the same; for it is a minister of God to you for good. But if you manage what is bad, be afraid; for it does not accept the sword for nothing; for it is a minister of God, an avenger who adds anger upon the one who practices evil. This route of Scripture assists us make a significant distinction we will use in our investigation of terrorism. The Apostle Pauls teachings on government displays that criminals are those who manage bad and intimidate the municipal peace. Any out-of-doors risk to the reality of the state is not a criminal risk but a proceed of conflict which is furthermore to be administered with by the government. In other phrases, criminals intimidate the state from within. Foreign detachments intimidate the state from outside. In the case of searching household calm, the Apostle Paul summaries how authorities will accept of good works, but that authorities should convey worry to those who are wrongdoers. Evildoers should reside in worry of government. But in the case at hand, terrorists manage no reside in worry of the ruling administration in the nations where they live. Their authorities manage not believe of them as shattering citizen regulations and therefore manage not prosecute them. This is foreign to the American mindset. If an anti-Syrian terrorist assembly were founded in the United States, we would prosecute those terrorists as foes of the state. A U.S. founded anti-Syrian terrorist assembly would be illicit in the United States. And they would be illicit since theyre bearing out undertakings booked for Congress and the President. Only authorities have a foreign principle and war-making strategies. But Middle Eastern authorities manage not prosecute terrorists the way we would. Why? Because terrorists often convey out principles and yearns of such owner governments. Middle Eastern terrorists, far from fearing the sword of the ruling administration, rather than are often granted sanctuary by such governments. Governments who give sanctuary and even give acceptance have often taken up the mind-set that terrorists manage them no damage so why should they proceed contrary to the terrorist organizations? In detail, they are not glimpsed as a risk because terrorist assemblies are portraying out the owner governments policies. Both the terrorist assemblies and their owner countries are really foes of the American government when they arrest and murder U.S. citizens for infantry and foreign principle purposes. This is not citizen killing, but infantry warfare. Police, Court, and Correctional Systems   Ã‚  Ã‚   Every kind of scheme Common, Civil, Socialist, Islamic has localized variation.   Even in English-speaking nations, for demonstration, there is variation.   Canadian fairness locations more focus upon the right to a equitable test, free from prejudicial publicity.   In Canada, the public and the newspapers are generally ostracized from the courtroom, and there is little concern in misdeed news.   In England, there is more focus upon fairness in judgment, and producing certain the at fault dont proceed free.   English policeman dossiers along with two kinds of solicitors (solicitors and barristers) and two kinds of enclosures (Magistrate and Crown) assist double-check this.   Ã‚  Ã‚   Police schemes are rather distinct round the world.   With the exclusions of Japan and the Common Law countries, couple of nations contain their policeman agents firmly accountable for violations of municipal rights.   In Socialist and Islamic nations, the policeman contain tremendous political and devout powers.   In detail, in such locations, misdeed is habitually glimpsed as political misdeed and a co-occurring devout problem.   Police universal are the most evident (and accountable) emblems of criminal fairness, so one universal finding is that when policeman go incorrect to command misdeed, casual procedures of regulation (vigilante policing and community courts) are inclined to arise.   Other universal outcome encompass the detail that minorities universal appear to distrust policeman, and that the American discovery of community policing doesnt move well to other nations because it arrives off as too omnipresent (Braga et al. 2007).   Ã‚  Ã‚   Court schemes of the world are of two types: adversarial, where the suspect is blameless until verified guilty; and inquisitorial, where the suspect is at fault until verified blameless or mitigated.   The U.S. adversarial scheme is exclusive in the world.   No other territory, not even the U.K., locations as much focus upon conclusion of factual guilt in the courtroom as the U.S. does.   Outside the U.S., most tests are worried with lawful guilt where every individual understands the lawbreaker did it, and the reason is to get the lawbreaker to acknowledge, own up to their blame, contend for clemency, or propose an befitting judgment for themselves.   Inquisitorial schemes have more mystery procedures.   Outside of the United States, one is probable to meet community (or neighborhood-focused) enclosures which offer an array of non-conventional, alternate sanctions.  Ã‚     Ã‚  Ã‚   Correctional schemes worldwide can be equitably effortlessly differentiated by if they support corporal penalty (beatings) or not.   Some so-called civilized nations that assertion they are better than the U.S. because they dont have the death punishment frequently perform such corporal penalties as beatings and whippings.   Nations that perform corporal penalty manage are inclined, although, to have less of a correctional overcrowding problem.   Probation and parole, where they live cross-culturally, are inclined to be accessible only for native people, and not for foreigners neither immigrants.   Outside of the United States, jails are inclined to be less sanitary and unhealthy.  Ã‚     Ã‚  Ã‚   Juvenile Justice Systems alter widely.   Scotland has the toughest scheme, frequently judgment juveniles to rough boot bivouacs with a firm infantry regiment and compelled labor.   Germany has a juvenile justice system alike to the U.S., but there is more focus upon education.   Not every homeland in the world accepts as factual in exceptional management of juveniles, neither the notion of adolescence. Military Action Based upon the Apostle Pauls educating of government in Romans 13, terrorists should be classified as widespread criminals in their owner countries. But they are not prosecuted by owner nations and are often bearing out the infantry principle and foreign principle of that country. Thus, when terrorists strike, we should not outlook them as criminals but as foreign fighters who try to intimidate the very reality of the American government. Whether or not the terrorists have the firepower and strategic wisdom to really destabilize the U.S. government is not the issue. At topic is how to deal with a new kind of infantry aggressor. Terrorists are not widespread criminals to be endeavored in American municipal courts. They are infantry goals that should be halted since they are equipped and infantry foes of the American government who are on attack. Yes, America has other equipped foes, but they are not on the strike as terrorists are. In the identical way that it took customary detachments some time to discover how to battle guerilla warfare, so it is taking Western authoritys time to recognize that the directions for warfare have furthermore been modified in the case of terrorism. Diplomatic efforts have failed to assure Middle East authorities to assist the United States in conveying terrorist assemblies to justice. Meetings and discussions havent been adept to hit worry in terrorists hearts. When we battle terrorism we require recognizing we are conversing about war. Military warfare is distinct from citizen peacekeeping. In citizen peacekeeping, persons are presumed blameless until verified guilty. A civilian can be apprehended and detained before test, but should be issued except guilt is proven. Military warfare is different. A test is not held for each infantry action. In a sense, in a just conflict, a trial of kinds is held before any activity is taken. Discussion and arguments amidst congressmen and senators generally happen before conflict is declared. Fact-finding investigations, productions, testimonies, and other types of forethought proceed into a affirmation of war. In a sense, when the use of the infantry is engaged, the test time span arrives before any individual is battled or arrested. But one time conflict is announced, there are nothing less tests until the foe is defeated. And every one who aids and abets the foe is at fault by association. At present, terrorism is a one-sided conflict that the United States is losing. American fighters and people are being slain in the war. Unfortunately, the United State is not healing terrorism like war. The restricted conflict forces conceded to the President by the Congress are not sufficient and arent utilized in a methodical way to beat the enemy. If we are to win the conflict contrary to terrorism, we should recognize that it is war. Until we glimpse it as infantry aggression, we will be failed in finish terrorism in this decade. Constitutional Issues Terrorist assemblies are not dwelling in worry of their owner governments. Instead, law-abiding people reside in worry of terrorist groups. In one television interview a Middle Eastern terrorist was cited as saying, We desire the persons of the United States to seem the terror. The proficiency of these assemblies to convey out their agenda is not the issue. The basic topic is how U.S. government managers should deal with this new kind of infantry strategy. Terrorists have held American diplomats hostage for years, blown up infantry mixtures, and hijacked airplanes and cruise ships. Although some hostages have been issued, numerous other ones have been slain and the U.S. has been failed at penalizing more than a little number of terrorists. Although worldwide diplomacy has been the prime entails utilized by the United States contrary to terrorism, we should address what other entails may furthermore be appropriate. In the past, American managers have answered to infantry aggression in a kind of modes short of affirming war. The U.S. Constitution allocations the next forces to Congress: To characterize and penalize piracies and felonies pledged on the high oceans, and infringements contrary to the regulation of nations; to affirm conflict, allocate notes of marque and retaliation, and make directions in relative to captures on land and water. Terrorist actions drop into not less than two of the Congressional provisions for considering with attacks on the nation. They are: (1) to penalize infringements contrary to the regulation of countries, and (2) to affirm war. In either case, there are powerful Constitutional surrounds for taking activity contrary to terrorists. The adversity arrives in apparently recognizing the foe and being eager to risk offending numerous Arab countries who we address allies. Congress should recognize the foe and call that assembly a infantry target. Once that has occurred numerous of the other steps drop into location with less difficulty. At this issue infantry scheme should be established which can search down little assemblies of well-armed and well-funded men who conceal inside the territory of a owner country. We should furthermore evolve a political scheme that will permit us to work inside a owner country. We should make it clear how grave the United States takes a terrorist threat. American people are exhausted of being infantry goals in an undeclared war. Through diplomatic passages we should make two things very clear to the owner country. First, they should apprehend and penalize the terrorist assemblies themselves as citizen criminals. Or, second, they should extradite the foe fighters and give them up to an worldwide court for trial. If the owner homeland falls short to proceed on these two demands, we should make it clear that we glimpse them in complicity with the terrorist groups. But falling short to work out their municipal blame, they depart themselves open to the penalties of permitting hostile infantry forces inside their borders. Intelligence Collection   The criminal justice system has been the source of exceedingly precious understanding on al-Qaeda and other terrorist organizations.   The criminal justice system presents mighty inducements for supposes to supply unquestionable, dependable data, and the Department of Justice and FBI work nearly with remainder of the understanding community to maximize data and understanding got from each cooperator.   Below are just a couple of public examples. Cooperators Provide Intelligence on al-Qaeda and Other Terror Groups   Ã‚  Ã‚   *   LHoussaine Kherchtou, who was apprehended, Mirandized, ascribed with terrorism infringements, and cooperated with the government, supplied critical understanding on al-Qaeda.   He testified in 2001 contrary to four al-Qaeda constituents who were subsequent punished to life in jail after being convicted in attachment with the East Africa Embassy bombings.   Ã‚  Ã‚   *   After his arrest in Afghanistan, John Walker Lindh pleaded at fault in 2002 to carrying the Taliban and, as part of his plea affirmation, supplied precious understanding about teaching bivouacs and battling in Afghanistan.   Ã‚  Ã‚   *   Mohammed Junaid Babar, apprehended in 2004 for carrying al Qaeda and contriving attacks in the United Kingdom, has supplied understanding on terrorist assemblies functioning along the Afghanistan/Pakistan boundary and has testified in the thriving tests of terrorists in the United Kingdom and Canada.   He is arranged to testify in another terrorism test in New York subsequent this year.   Ã‚  Ã‚   *   David Headley, apprehended in 2009 and ascribed in attachment with a contrive to blasting apparatus a Danish bulletin and his supposed function in the November 2008 terror attacks in Mumbai, has supplied exceedingly precious understanding considering those attacks, the terrorist association Lashkar y Tayyiba, and Pakistan-based terrorist leaders.   Ã‚  Ã‚   *   Adis Medunjanin, an supposed aide of Najibullah Zazi, was taken into custody in January 2010, and, after waiving his Miranda privileges, supplied comprehensive data to the FBI about terrorist-related undertakings of himself and other ones in the United States and Pakistan.   He has been ascribed with conspiring to murder U.S. nationals overseas and obtaining military-type teaching from al-Qaeda.   Ã‚  Ã‚   * Other regulation enforcement cooperators are actually supplying significant understanding considering terrorist undertaking from East Africa to South Asia and considering plots to strike the United States and Europe. Incapacitating Terrorists Hundreds of terrorism supposes have been effectively prosecuted in government court since 9/11.   Today, there are more than 300 worldwide or household terrorists incarcerated in U.S. government jail facilities.   Events over the past year illustrate the extending worth of government enclosures in tackling terrorism.   In 2009, there were more defendants ascribed with terrorism violations in government court than in any year since 9/11.   Past Terrorism Convictions and Recent Terrorism Indictments   Ã‚  Ã‚   *   Richard Reid was apprehended in December 2001 and convicted pursuant to a at fault plea in October 2002 of trying to ignite a footwear blasting apparatus while on a air journey from Paris to Miami bearing 184 travelers and 14 crewmembers.   He is assisting a life jail term.   Ã‚  Ã‚   *   Ahmed Omar Abu Ali was convicted in November 2005 of conspiracy to assassinate the U.S. President and conspiracy to consign air piracy and conspiracy to decimate aircraft. Ali was punished to 30 years in prison.   Ã‚  Ã‚   *   In May 2006, Zacharias Moussaoui was punished to life in jail after pleading at fault to diverse terrorism violations, confessing that he conspired with al-Qaeda to hijack and smash into planes into famous U.S. structures as part of the 9/11 attacks.   Ã‚  Ã‚   *   In September 2009, Najibullah Zazi was ascribed with conspiring to use a tool for fighting of mass decimation as part of an al-Qaeda contrive blasting apparatus goals in the United States. Several of his supposed aides have been apprehended and ascribed in government court.   Ã‚  Ã‚   *   During 2009, 14 persons were ascribed in the District of Minnesota attachment with an ongoing enquiry of persons who have traveled from Minnesota to Somalia to train with or battle on behalf of the terrorist assembly al-Shabaab.   Ã‚  Ã‚   *   In September 2009, Daniel Patrick Boyd and other ones were ascribed with contriving an strike on U.S. infantry staff at the Quantico Marine Base, as well as employing juvenile persons to journey overseas in alignment to kill. Just Punishment Although diplomacy has its location, it is so straightforward to glimpse that diplomacy and discussion manage not hit worry in the hearts of terrorists. Yes, American hostages in Iran were finally issued after 444 days. But other American hostages like Lt. Col. Williams Higgins were slain by Lebanese Shiite terrorists. In most situations, diplomatic efforts have failed to convey terrorists to justice. We have shown overhead that Romans 13 devotes government the right to accept the sword to defend its people from criminal risks from inside the homeland and infantry risks from out-of-doors the country. We have furthermore shown that infantry activity is furthermore sanctioned to penalize piracies and felonies and to penalize offenses contrary to the regulation of nations. With this as backdrop, we should now aim on the topic of just penalty which is recounted in Exodus 21. The standard here is that the penalty should be proportional to the crime. A referee could not cut up off a mans hand only because he rubbed another mans hand in a fight. The penalty was to be: set alight for set alight, wound for wound, and band of color for stripe. Excessive penalties were forbidden. Punishment was swift and certain, but it was furthermore equitable and proportional. Just and proportional penalties have been the form for both criminal and infantry punishments. Not that all countries have pursued this rule. But the United States should set up the lesson pitch by next this biblical principle. In the context of our consideration on terrorism, I accept as factual that we should request proportional penalty to terrorists and owner countries. First, this entails that we should not request too critical a punishment. Calls for bombing towns of owner nations in retaliation for terrorist activities should be turned down as unsuitable and unjust. But this furthermore entails we should not request too lightweight a punishment. Host countries that harbor terrorists and deny penalizing or extraditing terrorists should be forced by the United States. Punishment could arrive in the pattern of financial embargoes, import- trade items limits, severing diplomatic relatives, or even infantry actions. But the penalty should be proportional to the terrorist act. Excessive answer or retaliation will not only be unjust, but it will fuel the blazes of anti-American sentiment. In some situations, an American hit force of counterterrorists might be essential when the risk is both genuine and imminent. This should be the choice of last holiday resort, but in certain examples it may be necessary. In 1989, for demonstration, Israeli exceptional forces apprehended Sheik Obeid and no question crippled the terrorist mesh by conveying one of their managers to justice. In 1985, U.S. planes were adept to force an Egyptian airliner down to avert the getaway of another terrorist leader. These are admittedly actions which should be finished seldom and carefully. But they may be befitting entails to convey about justice. Conclusion In deduction, I accept as factual we should identify terrorism as a new kind of infantry aggression which needs governmental action. We are engaged in an undeclared conflict and Congress and the President should take the identical kinds of activities they would if endangered by a hostile country. We should work to discourage farther terrorist aggression in this decade. The best way to apply such a scheme would be through some kind of focused nationwide security court, an concept other ones have suggested with changing grades of specificity. Modeled on the exceptional court that authorizes surveillance in nationwide security situations, such an placement would maximize the public and worldwide legitimacy of detention decisions. It would put detentions in the hands of referees with all the prestige of the government court scheme yet with specific know-how applying directions conceived to defend classified data and organize legitimate security concerns. Such a court is furthermore, in m y outlook, the best venue in which to trial terrorists suspect of conflict misdeeds, utilizing directions that hybridize the present Military Commissions Act with usual government court practice. In addition, the present administrations reliance on a untainted regulation of conflict form for detentions has been a fateful error. But the try to revert to a prosecutorial form for handicapping terrorists would supplant that mistake with a scheme unsuited to the trials we actually face as a society. The right response is-as it has been since September 11-to conceive the detention scheme we require to handle the exclusive position of international jihadist terrorism. That is a task only Congress can complete and it is long overdue.

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