Role Of Branding In Marketing Fmcg Products Uk Marketing Essay

Role Of Branding In Marketing Fmcg Products Uk Marketing Essay Marketing strategy is the means of concentrating organizations resources so that it can lead to increased sales and supremacy on a targeted market. The organizations marketing goals has to be identified and methods developed to achieve the target within a time frame. Building brand identity and development is one of the fundamental strategies in marketing. The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Building a brand identity in a highly competitive global market is to be done by a combined plan involving research, advertising and marketing. Thus branding is not only prompting the target market to prefer your product over others in the market, but also creating the impression that your product is the best choice for solving the problems of the targeted audience. Good branding strategies involves To succeed in branding it is necessary to have a clear understanding of the requirements of the targeted clients. Incorporating effective brand strategies so as to influence the hearts of customers is essential. Due to the highly competitive market a strong brand name is important. It is necessary to spend time investing in researching, defining, and building brand name. Branding and advertisements of FMCGs are targeted at a wider audience and is subjected to a high level of competition. In order to stay competitive it is of great importance for FMCG manufacturers to effectively build up their brand name so as to ensure that customers are aware of their product. FMCG manufacturers have to be aware of the latest techniques and strategies involved in building brands and in adding value to the brand. Data collection is the most vital stage in the research process and it is proposed to be undertaken using case studies and survey. It is proposed to do an initial market survey and identify the key players in a few of the major segments of the FMCG sector. Survey will be conducted in the form of analysis of market reports and industry reports. A case study of the branding strategies adopted by the key organizations will be studied. Brand awareness strategies being followed will be examined. Customer perception of the role of branding will be examined on the basis of a brand awareness survey among the target market. Accurate sampling procedures are an important prerequisite of research data collection. An appropriate sampling procedure as random sample, stratified sample, or cluster sample will be adopted based on the target population and parameters being considered. Quantitative and qualitative survey will be performed in the form of interviews and questionnaires. Review of literature: The extensive variety of consumable goods provided by the FMCG industry provides a large turnover for the country, at the same time competition among FMCG companies is also escalating. Some of the leading FMCG companies are Sara Lee, Nestlà ©, Unilever, Procter Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, etc. Sales in the FMCG industry in grocery retail sector in UK are estimated to be  £14.5 billion in 2000 whereas the market for non-food FMCG market in UK is estimated to be  £110 billion and is increasing at a rapid pace. The FMCG sector is reported to account for 19% of the UKs GDP. Marketing strategy consists of well executed plans to make marketing effective. A marketing strategy often integrates an organizations marketing goals, policies, and plans together (Mc Donalds, M, 2007). Marketing theory involves identifying Target Audience, Planning, and Implementation. Marketing research provides management with correct, dependable and up to date information. Marketing research is essential in view of Competitive marketing and the spiralling ever-increasing costs. The strategy for marketing research is elucidated by McDaniel (2006). Management make decisions about target market selection, market segmentation, planning and implementing marketing programs. Further problems may crop up due to controllable and uncontrollable variables. Pricing is a controllable variable while uncontrollable variables include environmental variable, economic conditions, political instability, competition, and social and cultural changes. The twin concepts of Brand identity and positioning play an important role in managing branding (Aaker, 1996). An accurate description of the brands market and the objectives that the brand needs to accomplish is vital for effectiveness of brand building. First step in identity building is benchmarking of brands (Upshaw, 1995). Brand should encompass the company characteristics, image and core strengths. If branding is effective credibility of company is enhanced and helps in building a strong customer base. To attain brand marketing goals an understanding of the target market is necessary. This requires performing a market analysis. By identifying target audience it will be easier to connect with the target customers thus enabling grabbing the attention of the audience. Thus companies have to narrow down their target market. Tracking brand equity over time including awareness and brand loyalty is important (Aaker, 1996). Market awareness and perceptions of brand can change with time . Packaging a brand is a fundamental part of business. Brand packaging has a profound influence on the consumer in a positive or negative way. This is of great significance when a new product is being launched as a positive influence may persuade the consumer to buy the product. The other areas of significance as cited by various authors are Brand equity research (Consumers perception of the brand), Brand association research (customers association with the brand), Brand attribute research (the key traits that describe the brand), Brand naming (what do consumers feel about the names of the products). Data Analysis The data, qualitative data in the form of interviews and quantitative data in the form of questionnaires will be analysed. The graphical representation of data will be done on the basis of Line graphs, Pie charts and bar charts. The data will be processed and analysed and statistically tested for each parameter and thereby infer the patterns in the collected data. Observations and Findings: The brand strategies specific to FMCG sector adopted by companies will be listed out and discussed on the basis of the case studies conducted. The successful patterns will be identified. The results from quantitative and qualitative research in the form of interviews and questionnaires will be evaluated. The customers perception of branding will be discussed in detail.

Capitalization of Gender in Edna Millay’s Essay

The sonnet has experienced many modifications and innovations throughout the ages. Edna St. Vincent Millay’s â€Å"I, Being Born a Woman and Distressed† and Elizabeth Barrett Browning’s â€Å"Sonnet 43†, both Petrarchan sonnets, have diversified and helped pave the way for future female poets. In order to address and capitalize on ideas of gender connected to sonnet form and content, Edna Millay and Elizabeth Browning both revolutionize the traditional male-dominated sonnet form as females, Browning expresses overly sentimental and passionate emotion through content and Millay contradicts the social norm of female sexuality as well through content. Millay and Browning revolt against the male-dominated sonnet. Popular among prominent male poets, the sonnet was deemed unworthy for females, as men were far more educated and capable of fulfilling its high standards and strict guidelines. Both poets proved common beliefs wrong by excelling in the sonnet form. They used the Petrarchan sonnet, playing close attention to rhyme scheme and using iambic pentameter. They even incorporated the Volta between the octave and sestet, while using the first three lines in the sestet to introduce the change in tone and the last three lines in the sestet to conclude, invariably identical to the traditional Italian sonnet. At a time where women did not even have the right to vote, Millay and Browning both struggled to find a place in poetry writing, especially the sonnet form in which their predecessors were all male. The literary cannon and the Romantic Era consisted of all male poets who directed the sonnets to their lovers in regard to express their profound appreciation. Love has been the preferred sonnet theme since the 1300’s when the sonnet was created and both, Millay and Browning, stuck with the same traditional concept of love and lust as their topic. Being one of the most popular, sought out forms of poetry, the sonnet was the perfect way for nineteenth-century women to get out into the limelight and start a feminist movement. Or possibly, women poets stumbled toward the sonnet form due to its oppressive rules of rhyme scheme, structural shifts, meter and syllable count, it provided them a ready-made metaphor, suggesting difficulties in communication. Extremely restrained, the sonnet form helped make inexpressibility apparent, it therefore presented women sonneteers with an irony that revealed their circumstances of restricted speech and forced silence. Female poets, who incorporated the strict sonnet form, at a time difficult for women to freely embark in the lyric tradition, did so only to promote gender variance. Elizabeth Browning uses exceedingly sentimental emotions in her â€Å"Sonnet 43†. She either does so for ridicule or freedom for women to express themselves. By the use of such diction she is using satire and mockery of overly melodramatic reactions and feelings of a typical woman. â€Å"†¦ With my lost saints! -I love thee with the breath,/ Smiles, tears, of all my life!†¦ (12-13)†, even with the usage of several exclamation marks, she creates emphasis on the over exaggeration. In her Sonnet 43, Browning proclaims the pleasure love brings and pleads for a complete surrender to love, which seems far too corny. Or perhaps, she is just being herself, demonstrating to fellow females to be confident and unafraid of articulating and communicating your feelings. Following the thematic convention of rhyme scheme and iambic pentameter, Browning either wants to represent stereotypical females with her portrayal of unrealistic sensations or she wants to prove that even a completely feminine sonnet can create attentiveness to gender difference. Edna Millay challenges the social standards of female sexuality. Millay’s poem explores a female-centred perspective which opposes the widespread male-dominated presumptions of women. It is indeed a very sexual poem, revealing her sexual attraction and intentions to a particular man. Female sexuality was silenced in those times and rarely did women speak so openly and fearlessly of personal matters. She created a new realm of subject matters to women authors and helped support a liberated approach to life. The style of her poetry is formal with typical meter and rhyme scheme. Critics have repeatedly pointed out her bizarre connection of conventional poetic forms and structures with completely unconventional ideas and expressions. We must recognize and appreciate Millay for revealing the love ’em and leave ’em tactic normally exercised by males. However, because of the poet’s reversed gender, this strategy seems more modern, harmless and considerably humorous. There is irony and originality in a female using such rebellious content, perhaps she is scrutinizing normal male intentions, as it is regularly the women who are hurt in the end because they long for a relationship while the men are only looking for sex. The form may receive validity of tradition while the content concurrently mocks tradition. With the help of this poem she gained a reputation of a free-spirited and revolutionary social figure whose work followed her commemoration of life. Edna Millay’s poem fights for sexual freedom originally claimed by men, it fights for equality of the double standard that exists, which inhibits female sexuality and encourages male sexuality. Writing as women has led them to run â€Å"counter to† their culture and â€Å"against the grain of time† to echo Pounds’ words. Edna St. Vincent Millay’s â€Å"I, Being Born a Woman and Distressed† and Elizabeth Barrett Browning’s â€Å"Sonnet 43† redefine the standards of genre and gender norms. Millay and Browning both revolt against the regularly male sonnet form, they were attracted to its structural affinity to promote gender variance. Browning creates emphasis using ordinary female emotions, while Millay challenges normality of female sexuality. However at the same time there are distinct contrasts apparent, Browning’s poetry has a feminine quality with such passion and sentimentality while Millay’s poetry has a masculine quality, as it resists sentimentality with her ability to look beyond the status quo and her completely opposite lifestyle of love affairs. However, both poets attempt to reconcile with convention while contributing to gender capitalization, hoping to establish diversification equally valid for females. Both are icons for womanhood, both are masters of the sonnet forms and both are nurturers of ambition, independence, outspokenness and flaunting sexuality.

Data Communication Reviewer

Reviewer DataCom: Chapter 1-5 Chapter 1: Intranet- Restricted group on a company and only allows internal employee access. Extranet- Type of network that allows outside vendors special access to limited info in a company. Protocols- Rules of communication. * An identified sender and receiver * An agreed-upon method of communicating * Common language and grammar * Confirmation or acknowledgement requirements Elements of a Network: * Rules or agreements: protocols or how the message is semt, directed, received and interpreted. * Massages: units of info that travels Medium: means of interconnecting these devices, can transport the messages* Devices: devices on the network exchange messages Messages- a generic term that encompasses forms of communication enabled by the Internet. Devices- several devices work to see that the message is properly directed to the source to the destination device. Icons- symbols that graphically presents network devices and media. * Desktop Computer * Laptop * Server – a computer dedicated to providing app services * IP Phone – a digital phone* LAN media * Wireless media LAN switch – most common device for interconnect LANs * Firewall – provides security to networks * Router – helps direct messages between networks * Wireless router * Cloud – summarize a group of networking devices * WAN media IP (Internet Protocal) & TCP (Transmission Control Protocol) – most common protocols * WWW – HTTP * E-mail – SMTP * Instant messae – XMPP * IP telephony – SIP Convergence – coming together of technologies onto a digital platform. It occurs when computer communications all use the same rules to transport their messages. Network Architecture – the conceptual plans on which a physical network is built. Fault tolerance- needs to function even if some components fail * Scalability- network’s ability to grow & react to future changes * Quality of service- p erformance level of services. Prioritize traffic and its characteristics to manage data. * and Security Packets-single message is broken into small blocks of data. Bandwidth- measure of the data-carrying capacity of the network. Chapter 2: Elements of communication: * Message source, or sender * Destination, or receiver *Channel- media that provides pathway Network- refers to data networks carrying massages. Segmentation- all messages are broken into smaller pieces Multiplexing- occurs when segments of two messages can shuffle into each other and share the medium. * Increased efficiency of network communication End device- a piece of equipment that is either the source or the destination of a message on a network. Host- an end device that sends or receives messages. Clients- other hosts that set up to store and share info by the host servers *The host address is a unique physical address used by hosts inside a LAN. Intermediary device- connects the individual host to the network and connect multiple individual network to form an internetwork. Network access devices* Internetwork devices * Communication severs * Modems * Security devices Network media: Copper, Fiber-optic cable, Wireless Encoding- refers to the way data is converted to patterns of electrical, light, or electromagnetic energy. LAN- a group of end devices and users under the control of a common administrator. WAN- a network that is used to connect LANs that are geographically far apart. Internetwork- is a collection of two or more LANs connected by WANs. Proprietary – A limited-use protocol owned by a company. Network Representations: Network interface card (NIC)- provides the physical connection to the network at the PC or other host device. * Physical port- is a connector or outlet on a networking device where the media is connected to a host.* Interface- refers to how the device can allow 2 different networks to communicate. The organizations that standardize networking protocols are: * IEEE – Institute of Electrical and Electronics Engineers * IETF – Internet Engineering Task Force Interaction of Protocols: * Hypertext Transfer Protocol (HTTP) – common protocol that governs the way that a web server and a web client interact. Transport protocol – Transmission Control Protocol (TCP) is the transport protocol that manages the individual conversations between web servers and web clients. * Internetwork protocol * Network access protocols – describes 2 primary functions: Data-Link Management & the physical transmission of data on the media. Layered Models – describe the complex process of network communication. Open Systems Interconnection (OSI) – is the most widely known internetwork reference model.Provides an abstract description of the network communication process. Developed by International Organization for Standardization (ISO). Application, Representation, Session, Transport, Network, Data Link, Physical TCP/IP Model – defines the 4 communication functions that protocols perform. * Application, Transport, Internet, Network Access Encapsulation- Process of adding control info as it passes through the layered model Decapsulation- process of removing extra information Protocol Data Unit (PDU) – generic term for data at each level. Chapter 3: Presentation Layer has 3 primary functions: * Coding and conversion of application layer data * Compression of the data * Encryption of the data TCP/IP protocols: Domain Name System (DNS) – used to resolve internet names to IP address. * HTTP – used to transfer files that make up the web pages of the WWW. * Simple Mail Transfer Protocol (SMTP) – used for the transfer of mail messages and attachments. * Telnet – a terminal emulation protocol used to provide remote access to servers and networking devices. * File Transfer Protocol (FTP) – used for interactive file transfer between systems. Process – e ach executing program loaded on a device. Client/server model Deamon – are describes as â€Å"listening† for a request from a client. Application layer services and protocolsPeer-to-peer networking and applications * 2 or more computers are connected through a network and can share resources such as printers and files without having a dedicated server. nslookup – a utility that allows the user to manually query the name servers to resolve a given host name. ipconfig/displaydns – displays all the cached DNS entries 3 common message types are: * GET- is a client request for data. * POST and PUT- are used to send messages to that upload data to the web browser. E-Mail Server Processes: * Mail Transfer Agent (MTA) – process used to forward e-mail. * Mail Delivery Agent (MDA)Server Message Block (SMB) – a client/server file-sharing protocol. Chapter 4: Transport Layer – provides transparent transfer of data between end users, providing rel iable data transfer services to the upper layers. It enables applications on devices to communicate. * Tracking the individual communications * Segmenting data and managing each piece * Reassembling the segments * Identifying the different applications * Performing flow control between end users * Enabling error recovery * Initiating a session Flow Control – can prevent the loss of segments on the network and avoid the need for retransmission.Used to avoid buffer overflows. Two most common transport layer: TCP (Transmission Control Protocol) – incurs additional overhead to gain functions. * Web browsers, E-mail, File transfers UDP (User Datagram Protocol) – provide the basic functions for efficiently delivering the data pieces. Has the advantage of providing low-overhead data delivery. * DNS, Video streaming, Voice over IP (VoIP) 3 basic operations of reliability: * Tracking transmitted data * Acknowledging received data * Retransmitting any unacknowledged data Socket – refers only to the unique combination of IP address and port number.Internet Assigned Numbers Authority (IANA) – assigns port number. Different types of ports: * Well-known ports (0 to 1023) – reserved for services and applications. * Registered ports (1024 to 49151) – are assigned to user processes or applications. * Dynamic or private ports (49152 to 65535) – also known as ephemeral ports, are usually assigned dynamically to client applications. netstat – a command that is an important network utility that you can use to verify TCP connections. It lists the protocol in use, the local address and port number†¦ Datagram – is a UDP segment (piece).Flags – are six 1-bit fields contain control information used to manage the TCP processes: * URG: Urgent pointer field significant * ACK: Acknowledgement field significant * PSH: Push function * RST: Reset the connection * SYN: Synchronize sequence numbers * FIN: No more data from sender *flags have fields that the only value is 1 bit and, therefore, has only two values: 1 or 0. 3 way handshake: Step 1 – SYN, Step 2 – SYN and ACK, Step 3 – ACK. Expectational acknowledgement – occurs when TCP uses the acknowledgement number in segments sent back to the source to indicate the next byte in this session that the receiver expects to receive.Window size – is the amount of data that a source can transmit before an acknowledgement must be received. Chapter 5: OSI Layer 3 – provides services to exchange the individual pieces of data over the network between identified end devices. The network layer describes four tasks to be performed: * Addressing packets with an IP address * Encapsulation – is the process of adding that information. * Routing – is the process router perform when receiving packets†¦ * Decapsulation – is the process of removing encapsulation data at different layers. Source IP address – is the IP address of the sending hostDestination IP address – is the IP address of the receiving host. IP header – contains the address information and some other bits that identify the PDU as a network layer PDU. Packet – is referred when an OSI layer 4 PDU has been encapsulated at the network layer. Hop – is each route that a packet takes to reach the next device. Common network protocol: * IPv4 – most widely used network protocol. * IPv6 – currently in use in some area. * Novell IPX – a widely popular internetworking protocol in the 1980s and 19990s. * AppleTalk – Apple Computer’s propriety networking protocol. Connectionless Network Service (CLNS) – a protocol used in telecommunication network. IPv4 basic characteristics: * Connectionless * Best effort (unreliable) * Media independent *Some networks have media restrictions and must enforce a Maximum Transmission Unit (MTU). Fragmentation â €“ is the process when the network layer builds the packets according to specification. Key fields: * IP source addressing * IP destination addressing * Time to Live (TTL) * Type of Service (ToS) * Protocol * Flag and Fragment Offset Other Key Fields: * Version * Internet Header Length (IHL) * Packet Length * Identification Header Checksum * Options * Padding *Because broadcast do not travel beyond the network boundary, the network is known as a broadcast domain. Gateway router – is the router a network uses to send and receive messages beyond the network. Hierarchical addressing – is read from the most general information to the most specific. Subnetting – the process when a large network needs to be divided into smaller subnets, additional network codes can be created using some of the bits designated for the host. *The default route is used when the destination network is not represented by any other route in the routing table.Next hop – is the add ress of the device that will process the packet next. *The route info can be manually configured on the router, creating what is known as a static route. Dynamic routing – when routers learn about routes automatically from other routers in the same internetwork. Routing Protocols – are the set of rules by which routers dynamically share their routing information. * Routing Information Protocol (RIP) * Enhanced Interior Gateway Protocol (EIGRP) * Open Shortest Path First (OSPF) 3 key factors to consider when grouping hosts into a common network: * Purpose * Ownership * Geographic location

Job Dismissals And Sweet Deals - 1390 Words

Introduction The last few decades have seen an unprecedented decline in the density and bargaining power of trade unions in western democracies. Among the reasons for this trend, include rapid globalization, volatile market conditions that trigger unemployment, the prevalence of anti-union laws, and intense hostility of employers towards unionization. Cyclic economic downturns have increased the operating costs over the years, especially in the form of wages and salaries demanded by employees through trade unions. High costs of operations translate into profit and revenue erosion, which threatens the viability of business organizations. For this reason, the majority of employers perceive unions as a â€Å"competitive liability† (Jackson, 2013). Employer hostility towards unions has intensified in recent years, leading to increased violations of labor laws in various workplaces. Companies use threats of job dismissals and sweet deals such as employee improvement programs to minimize union m embership in their firms (Foster, Laird, McAndrew, Murrie, n.d.). In the face of rising unemployment and surplus labor provided by low-skilled immigrant workers, employees are reluctant to engage in activities that threaten their job security, including unionism. As a result, union density and influence continues to fall particularly in the private sector where managerial resistance is stronger and endemic in the wake of capitalism and profit-maximization orientation (Jackson, 2013). ThisShow MoreRelatedThe Character Analysis Of Iago Of Othello1075 Words   |  5 Pagesdeception in the play is reporting to Othello that Cassio is having an affair with his wife, stating that: â€Å"There are a kind of men/So loose of soul that in their sleeps will mutter/their affairs. 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