Chanel and the Little Black Dress Essay Example | Topics and Well Written Essays - 2000 words

Chanel and the Little Black Dress - Essay Example Clothing by the company is available in both ready to wear formats and haute couture. The firm has about 100 boutiques worldwide, more than 35 of which are in Japan. (Source datamonitor.com- Chanel) Gabrielle "Coco" Chanel was the founder of the company. She started small, opening a milliner's shop in 1909. Chanel opened her first fashion boutique in 1913. Her designs were known for their simplicity and the differentiation from the fashions that existed at that period. She basically used men's fabrics and jerseys and created simpler, comfortable clothes along boxy lines that became very popular. Her most famous perfume, Chanel No 5 debuted in the 1920s and was the first perfume that combined natural substances with chemical aldehyde and was an instant hit. She introduced the "little black dress" in 1926, which became a signature piece and was embraced universally. Alain and Gerard Wertheimer acquired the Chanel Company in 1954.Coco Chanel died in 1971. Ready-to-wear fashions were not introduced until 1978, after Coco Chanel's death. Karl Lagerfeld took over haute couture design in 1983 and ready-to-wear design in 1984. Since then Chanel has grown with acquisitions, newer designers and celebrity endorsements. Michael Porter suggested that for an organization to be successful and obtain a competitive advantage they should follow either one of three generic strategies of Cost leadership, Differentiation or have Niche strategies. Cost Leadership is based on the principle of maintaining lowest costs in terms of manufacturing, marketing and distribution and passing on the benefits to the customer and garnering market share due to offering the lowest price. However this strategy is vulnerable to even slight increases in the cost structure. Having a Niche Strategy means catering to a specified product segment with a specialized product. However, having a very focused marketing mix makes it vulnerable to cope with sudden changes in customer trends. Product differentiation is a strategy that induces the customer to pay a little more for the same product category due to a perceived value by the consumer who is convinced to pay a little more for quality. Chanel markets itself as a premium brand and has an invaluable brand image that has placed the brand in the high echelons of the fashion industry. This has created a prestigious brand value to it and coupled with its famous quilted fabric that doe not rip or tear ea sily, has allowed it to claim expensive price tags for its products. The Appeal of the "Little Black Dress" Chanel operates in the fashion and designer clothing industry. The introduction of the "Little Black Dress" was an extraordinary step for Chanel on the road of success. It still occupies an envious position of being credited as a "wardrobe staple" to this day. The design school advocates simple formulated design, that is simple as it is explicit, arrived at after consideration of all the forces in the environment both internal and external. It also offers a prominence of the "architect" role to the CEO that Chanel played with aplomb when formulating designs. Inspiration derived from the ability to read consumer preferences and developing a product that would cater to

Case study Human Social Behavior

Case study Human Social Behavior Introduction- This article is about the human behavior and the various factors which affects the human behavior. One of the factors that have a great impact on the behavior of human is the social environment and here all types of sociological effects are discussed. Various individual environmental factors and their impact on behavior are also discussed here. Inheritances also affects the human behavior and in this article two types of inheritances are discussed and that are cultural and the genetic inheritances. Nature and nurture both has impacts on the development of humans and nurture has some of the effects on behavior of humans. In the end of the article there is a detail discussion about the evolutionary thinking and the factors like psychological and the biological which changes the human behavior Body 1-7 Behavior of the human being decides the overall personality and this behavior of human are influenced by many factors like cultural, economic, and sociological. Human behavior is influenced by the most discussed effect that is the sociological effect. The most complex society of any creature on earth is of humans and it means self-preservation beyond the level of persona; physical survival is extended by us. Humans live in a very typical society in which there is bonding between the groups for the purpose of mutual and protection. Families, friendships, associations etc are included in these groups. Due to the formation of society and humans social links increases the bond between different people which is a human behavior. One of the bad behavior that every human being have is of greed and this behavior of human finishes them completely but due to society and links with different families and groups decreases the human greed of money or anything else. Due to increase of population a nd the urbanization, the people have started neglecting the social relationship and everyone is giving importance to the money rather than social relationship and behavior. Because of this, the rate of crime and deviant behavior of humans are found in cities. All these sociological effects have impacts on the behavior of the human beings and the social environment plays an important role in the development of the child which includes the attainment of full genetic and human potential. (Conklin, 2004) The biological and the psychological changes occurring in the human beings are basically during time period from birth and the end of adolescence. Genetic factors are the factors which are related to the genes of the child and also refer to the changes that occur at every point in growth. Social environment plays a very important role in the development of child and a new born baby do not experience any fear to contact with any specific people but after the time period of 8-12 months there is a change in them and they start to prefer the people who are familiar and also start showing the feelings like anxiety and distress when they are separated from their family members. Social environment helps the child to understand the social rules in the period of preschool and adulthood. The time period of middle childhood have the characteristics of friendship with age mates and also the beginning of romantic love. Another social effect on the child development is of bonding between the diffe rent groups of people and the idea of maintaining social relations develops in the child which helps him/her lifelong. There are various processes which are controlled genetically and they are known as maturation. Maturation is related to the mental and the physical development of the child and a child is said to be matured when he/she becomes capable of taking their own decisions and are well aware of the things which are good or bad for them. According to the some doctors and live examples it is seen that usually maturity comes at the age of 18 and the main thing to consider here is that is maturity comes from the social environment. All the social factors like relationship in society, working in society etc, helps in the attainment of complete genetic and the potential of human. But along with social environment there are factors which are known as individual environmental that affect the social behavior of human. There are various individual environmental factors that affect the human social behavior but the two most important environmental factors are physical environment and family environment factors. Physical environment: For child the physical environment includes the school environment and this environment includes the size of school and the size of classroom. The children who are more popular and rich normally enjoy high status and the popular children have the well developed role-taking skills. There are some people who are anxious and low in self esteem withdraw their contacts and which results in the bad impact on social relations. For example the children in school or college who are very aggressive prefer the normal children as their friend. (Steen, 2001) Family environment: The most important environmental factor and the socializing institution is family. With the birth of the child the parents starts taking care of his physical circumstance well being and not only the well being but also bring them up, educate them and this prepares them to contribute to the society. Parents have also influence on the aggression of their child and control on the aggression by parents helps the society to grow very much. So these two individual environmental factors affect the human social behavior. Inheritances also play important role like the cultural inheritance have more effects in comparison to the genetic inheritance and such cultural transmittance affects the development and behavior of human beings. There are two types of inheritances and they are cultural inheritance and the other one is genetic inheritance. The storage and communication of information, imitation and teaching refers to the cultural inheritance. The cultural inheritance is transmitted by brains where as the inheritance based on the genetic is known as genetic inheritance and these are not transmitted by brains and by genes. The genes involved in the cultural inheritance prepare the structure of brain where as in genetic inheritance all the things depends on genes. The latest stage which involves in the evolution of heredity is considered as cultural inheritance. There is a complete mechanism for the genetic inheritance and this mechanism give rise to the cultural inheritance. So cultural inheritance is better more important than the genetic because genetic behavior is permanent and there is no work of brain in this but in cultural every work is solved by brains which are transmitted by brain and this is not perm anent. The cultural transmittance affects the development as it helps in setting the mind and it gives the comparison between the good and worse. The behavior of human being like greed is also removed by cultural transmittance because this type of behavior of any person is not accepted by the culture and which results in the perfect growth and development of the human beings. But the most important factor which influences the growth and development of individual is the family environment. Discussions about the nurture and nature are also necessary for the human behavior. (Lerner, 2002) Both nature and nurture have great effects on the development of humans but here are some of the effects of nurture. Affect of nurture on the development of the individual means the factors which are environmental present around the individual which includes growing of the person and development on many levels. There are many factors included in the nurture and they are effect of family, schools, culture, media, society etc. Nurture has great effects on the development of a child and mostly on the students. The most important factor that affects greatly is the family atmosphere and the influence of family can make an individual perfect but the bad family atmosphere can ruin the life of the individual also. Most of the influences of the families are on career development of an individual which is more than the influence of school, work etc. For the college students like us who are given the great responsibility of decision making at the time of growing up and must be able to choose ea sily and get the job very easily. Members of the family help in making the atmosphere healthy by making it helpful and socially fit. It is because of family that that helps individuals to make social relations and helps in increasing their feelings towards everyone. As the technological resources are more with families as compared to students, family is considered for the support of the individual in career. (McCall, 2009) According to my survey majority is in favor of the change seen in the behavior while personally experiencing the world outside. It is the view of the most of the persons who interacted with the other people that this experience changed their attitude. Mostly the human behavior is affected by the nature of the human and a drastic change is seen in the ancient and the modern human behavior. The most important thing to know about human is nature and its influences on growth and functioning. Nature of an individual is the only thing which can give the idea that what kind of person heshe is. For example, if a person has honest and friendly nature then heshe will get every possible help during their bad time from their friends and family members. On the other hand if the person has a greedy or selfish nature then no one will like to help him and no one will like him as a friend. Person with good nature behaves in different manner and person with bad nature behaves in other manner. (Wormer, 2010) There are large number of differences between the ancient and the modern behaviors of humans. The modern human behavior is found in the type of language, religion, art, music, cooking etc. Due to the advancement in every field whether it is cultural, economic, political etc, the human behavior has also changed a lot. The people in the ancient times had so much social relations and they worked together in such a way that they had no selfishness and no greed of money. People in ancient times didnt even think of harming the others but the modern people dont even think about others and just think about themselves and how to make more and more money. According to the recent survey it was found that the modern people have 50% less social relations than ancient people. Modern people are harsh towards each other and they dont even think before giving harm to anyone. From all these points we can conclude that the behavior of modern people has changed a lot in comparison to ancient people. Alo ng with the nature evolutionary thinking also affects the behavior of humans and some other factors like socio-biological factors and psychological factors also contributes to it. Evolutionary thinking is the thinking which is based on the change in the inherited traits of the population of human beings through the successive generations and this change is the result of interaction between the processes that brings variations in the population. One of the greatest strength of this type of thinking is that it always helps in answering why question style in a fashion which can be scientific and non-metaphysical. Evolutionary thinking has great effects on the behavior of humans and it makes the person to take the decisions with great knowledge and matures that individual. Reflection of evolutionary thinking about health is the concept of natural healing. In this the psychological are also discussed and these factors are those factors that develops as the defense mechanisms and these factors are created when there are changes in the family environment of an individual and that includes restrictive, abusive and creating feelings of fear in the individuals. These fa ctors have a great impact on the behavior of human like the individual who faces all these problems become lonely and makes their behavior of cheating anyone etc. Socio-biological factors are the factors that mean the biological behavior for all social behavior. These factors are the biological or generic factors and they are operative in mate selection. This factor changes the behavior of human and makes their behavior common and mature. These are the relation between the evolutionary thinking and its effect on human behavior. (Hume, 2010) Result of Questionnaire- 1= Strongly Agree, 2= Agree, 3= Neutral, 4= Disagree, 5= Strongly Disagree. Questionnaire Results: 1 2 3 4 5 1. There is a change seen in your behavior while personally experiencing the world outside. 6 11 5 3 2. You gain skills or abilities while interacting with other people on your way. 10 11 1 3 3. Has this experience changed or affected your attitude. 10 10 4 1 4. There is improvement in your ambitions and knowledge. 11 9 3 1 1 5. There is any leadership qualities observed through your past experience. 4 9 11 1 6. There has been personality development in your behavior through experience. 7 13 3 1 1 7. There is any distraction seen in the focus and the concentration on work. 1 12 9 2 1 8. There has been adoption of ideas of different things that motivate you. 6 10 6 3 9. There is any goal set to achieve your target. 8 12 3 2 10. There is some learning attitude developed in you to understand the things better through your past experiences. 8 13 4 Conclusion- So as to conclude with the whole article we have created many of the bodies in order to throw light on the issue of the human social behavior which has influenced many of the social issues which are discussed. There is much importance of the social environment which is created in the development of the child which includes the achievement of the genetic and human potential. The Human behavior is changing with the increasing factors in the world where environmental factors of an individual also affect the behavior of a human being. There are discussions carried out to make the full description of the human social behavior and challenges which are faced by the company due to various kinds of human social behavior. We have defined the Human social behavior as the population which behaves influenced by the emotions, cultures, ethics, rapport and hypnosis which falls within a range of some behavior and some outside acceptable limits. There are various human natures provided which has adverse effect on the human behavior and many of the theories are mentioned in order to prove and justify the human behavior as changed. There is change in thinking which has been found in many of the humans that has greatly affected the human social behavior and attitude towards the other people and the other factors such as socio-biological; psychological factors also come into affect at the same time.

The Dark Side of Sylvia Plaths Poetry :: Biography Biographies Essays

The Dark Side of Sylvia Plath's Poetry      Ã‚  Ã‚  Ã‚   bell jar- (bà ªl jà ¤r) n. a cylindrical glass vessel with a rounded top and an   Ã‚  Ã‚  Ã‚   open base, used to protect and display fragile objects or to establish a   Ã‚  Ã‚  Ã‚   vacuum or a controlled atmosphere in scientific experiments (mish 105).      Ã‚  Ã‚  Ã‚   instead of starting with plath's poetry I decided to start off with her only novel, the bel jar. "the bell jar is a novel about the events of sylvia plath's twentieth year; about how she tried to die, and how they stuck her together with glue. it is a fine novel, as bitter and remorseless as her last poems--the kind of book salinger's franny might have written about herself ten years later, if she had spent those ten years in hell" (scholes). i want to explain the imagery in the title of plath's autobiography. i stated the definition earlier. a bell jar is basically like a regular jar that has been turned upside down. it is glass and transparent. unlike a jar, a bell jar is often used to display something fragile. in her novel, plath was fragile and her bell jar was her environment. in her novel she spent five weeks in a mental institution. there, she was on display to many counselors, nurses, physicians, psychiatrists, and psychologists. they watched Pplath regain s tability from the day of her arrival to the day of her dismissal. also, "controlled atmosphere" can be seen as the environment of the institute.  Ã‚  Ã‚  Ã‚  Ã‚   now on to the poetry of sylvia plath. just a little note... before i read her work i thought poetry sucked. anyway, in the poem "lady lazarus" plath speaks of her own suicide and she even takes some pride in her knowledge of death. in a reading prepared for bbc radio, plath introduced this poem: "the speaker is a woman who has the great and terrible gift of being reborn. the only trouble is, she has to die first. she is the phoenix, the libertarian spirit, what you will. she is also just a good, plain, very resourceful woman" (Plath 294).      Ã‚  Ã‚  Ã‚   i have done it again.   Ã‚  Ã‚  Ã‚   one year in every ten   Ã‚  Ã‚  Ã‚   i manage it--      Ã‚  Ã‚  Ã‚   a sort of walking miracle, my skin   Ã‚  Ã‚  Ã‚   bright as a Nazi lampshade,   Ã‚  Ã‚  Ã‚   my right foot      Ã‚  Ã‚  Ã‚   a paperweight, The Dark Side of Sylvia Plath's Poetry :: Biography Biographies Essays The Dark Side of Sylvia Plath's Poetry      Ã‚  Ã‚  Ã‚   bell jar- (bà ªl jà ¤r) n. a cylindrical glass vessel with a rounded top and an   Ã‚  Ã‚  Ã‚   open base, used to protect and display fragile objects or to establish a   Ã‚  Ã‚  Ã‚   vacuum or a controlled atmosphere in scientific experiments (mish 105).      Ã‚  Ã‚  Ã‚   instead of starting with plath's poetry I decided to start off with her only novel, the bel jar. "the bell jar is a novel about the events of sylvia plath's twentieth year; about how she tried to die, and how they stuck her together with glue. it is a fine novel, as bitter and remorseless as her last poems--the kind of book salinger's franny might have written about herself ten years later, if she had spent those ten years in hell" (scholes). i want to explain the imagery in the title of plath's autobiography. i stated the definition earlier. a bell jar is basically like a regular jar that has been turned upside down. it is glass and transparent. unlike a jar, a bell jar is often used to display something fragile. in her novel, plath was fragile and her bell jar was her environment. in her novel she spent five weeks in a mental institution. there, she was on display to many counselors, nurses, physicians, psychiatrists, and psychologists. they watched Pplath regain s tability from the day of her arrival to the day of her dismissal. also, "controlled atmosphere" can be seen as the environment of the institute.  Ã‚  Ã‚  Ã‚  Ã‚   now on to the poetry of sylvia plath. just a little note... before i read her work i thought poetry sucked. anyway, in the poem "lady lazarus" plath speaks of her own suicide and she even takes some pride in her knowledge of death. in a reading prepared for bbc radio, plath introduced this poem: "the speaker is a woman who has the great and terrible gift of being reborn. the only trouble is, she has to die first. she is the phoenix, the libertarian spirit, what you will. she is also just a good, plain, very resourceful woman" (Plath 294).      Ã‚  Ã‚  Ã‚   i have done it again.   Ã‚  Ã‚  Ã‚   one year in every ten   Ã‚  Ã‚  Ã‚   i manage it--      Ã‚  Ã‚  Ã‚   a sort of walking miracle, my skin   Ã‚  Ã‚  Ã‚   bright as a Nazi lampshade,   Ã‚  Ã‚  Ã‚   my right foot      Ã‚  Ã‚  Ã‚   a paperweight,

Lies the Media Tells Us Chapter 3 Big Pharma

Going to the doctor’s office is never a fun experience. Probing, poking, and trying to decipher what the doc writes on your prescription can be confusing, however, the most upsetting part is what goes on behind closed doors. Big Pharma, chapter 3 of Lies the Media Tells Us, explains the PR tactics of drug companies. James Winter explains these tactics used to persuade doctors to use their brand. In some cases these doctors can get free vacations, cars, front row seating for a basketball game, and a stack of cash. The doctors that respond to these tactics are completely unethical. Doctors have the responsibility to prescribe the best drugs for their patients. Although many Doctors pick what gives the best gift package. Doctors have also been known to push drugs onto patients that may not really need it. This is due to the continual widening of guidelines. This widening is increasing proportions of the population so there are more candidates that fit into the category. This is when a condition gets called a disease. The best case scenario of this is Viagra. Viagra is for male sexual deficiency that has been shoved down America’s throat. There were many discrete commercials about it during day time air and more explicit commercials at night. There were also several celebrity endorsements, Hugh Hefner was glorified for being a user. What drug companies aim for are life-long medication users. These candidates are a gold mine for companies because they have created a dependency for the drug. Another highly publicized â€Å"disease† is high cholesterol. The Pfizer drug company has pushed their cholesterol pills for a decade now and all the marketing has worked. However, what they don’t tell you is that these pills run the risk of having more side effects than lowering cholesterol. By law these commercials need to state the side effects but when your being prescribed most doctors don’t dwell on these facts. This is wrong when there are better natural forms available. Although Doctors rarely discuss this with patients because these natural forms are very cheap or in some cases completely free. A healthy diet, naps, and some exercise are all examples of ways to lower cholesterol without taking prescribed pills. The push to take pills to help medical problems has completely consumed our country. In my opinion I feel that this correlates with the rise of plastic surgery. The easy way out is very popular among all ages because the time and effort that exercise or healthy diets needs is not necessary when pills and plastic surgery are in reach. These pharmaceutical companies adore patients that take their medicine and don’t ask questions. But what happens to the people that do? Not all doctors are shady and unethical. Nancy Olivieri and Dr. David Healy are true whistleblowers. Both have tried to get the medias attention to worn the public about unsafe drugs. Unfortunately, their good deed put them through heavy backlash and court cases. Olivieri and Healy saw their colleagues turn their backs on them and were fired. This is a tough price to pay when they were trying to do the right thing. Pharmaceutical companies can get away with all of this because they have the money. They pay off whistleblowers, they perform under the table deals with doctors, have multi-million dollar campaign ads for their drugs, and have celebrity endorsers. Although these tactics are very unethical there is one more that upset me the most. This is ghostwriting. Ghostwriting is a doctor that works for the drug company and writes an article for a drug that gets published in a medical journal. Lots of doctors write for medical journals but what separates them is their lack of honesty. These ghostwriters don’t say their affiliated with the pharmaceutical and praise the drug that the company wants to endorse. When these companies get articles published about their drug its free advertising. So when other doctors read the article their actually looking at an advertisement but they don’t know it. These medical journals are supposed to be unbiased and legitimate. This is undermining why these medical journals are published and taken so seriously. In my opinion this is the worst thing a pharmaceutical company can do. PR is a huge branch within the pharmaceutical company and they all have about the same strategies when a drug scandal breaks. I feel that this is crucial to why these companies have gotten away with so much. Their first tactic is denial. Like a child they deny everything and have accused the media of sensationalism and attack their accuracy of reporting. If the scandal doesn’t dissipate after they have three different options. First they could shutdown, this consists of claiming their is a conspiracy. Second option is an extrication which is hiring high priced lawyers to find an escape route or third which is purging. Purging is very interesting because they basically pick an employee in their own company, pay them to take the rap, and then tell everyone it was the employees fault. Most of the time they try to get someone that is going to retire; I guess everyone has a price. The last option of the pharm co. is the most used. This is the compensation tactic. The drug company offers the plaintiff a large settlement as long as the plaintiff agrees there was no malpractice. This corrupt business isn’t that big of a shock. Where ever their is a lot of money there is usually some unethical practices. However, I feel that their money has way too much control. Their funds are practically endless and they will come up with any lie to make more money. After reading this chapter I thought about Obama’s healthcare reform. I think the reason why their is so much backlash is because the pharmaceutical companies are scared about the future and if they will be able to keep these shenanigans going. I like the idea of Obama’s healthcare but I know that these companies will weasel their unethical views into it. Honestly, I don’t think there is anyway to stop this unless everyone working for these companies is fired and it is started back up from scratch.

Drink Business Plan Essay

The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. â€Å"Bubble Buzz† will be marketed as a unique functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated 8,688,300 people (targeted) with a forecasted sales growth prospect of 7. 3% over the next 4 years ($243,029. 47 profits), while satisfying the needs of the still-unserved market for ready-to-drink bubble tea. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the functional drinks segment of soft drinks. Export potential will be considered in China. [pic] Brief description of the company The Coca-Cola Company’s core undertaking is to benefit and refresh everyone it reaches. Founded in 1886, we are the world’s leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to produce nearly 400 beverage brands that make up for our wide portfolio. Our corporate headquarters are established in Atlanta, and we are holding local operations in over 200 countries around the world. Our activities cover all sectors of the beverage industry. We are the second leading player in functional and Asian specialty drinks, while ranking number one in value for the ready-to-drink tea sector (ref. 1, p. 1). Brief description of the new product, & strategic role in the future position of the company â€Å"Bubble Buzz† will be a bottled beverage and will be positioned as the only ready-to-drink Bubble Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls. It will bring an entirely unique drinking experience to its consumers. It will present itself as a funky and unusual alternative to traditional tea while providing the great taste of authentic fruit juice in an attractive and convenient packaging. The strategic role of Bubble Buzz for The Coca-Cola Company is centered around three objectives: †¢ To stay at the forefront as the market leader in innovative product introductions and successful product launches; †¢ To strengthen and satisfy the needs of the more adventurous Generation Y consumers with a new eye-catching and FUNctional product; †¢ To become the market leader in the functional drinks segment with increased market shares. [pic] INDUSTRY ANALYSIS Consumption: The sales volume for the functional drinks segment (ref. D2) in Canada has reached $342. 2 millions in 2004 for a volume of 125. 9 million liters (ref. 2). This product segment has shown a steady growth since 1999: an increase of 13. 5% over a period of 6 years (Appendix A). The consumption rate per capita in 2004 has reached 3. 94 liters, which represents a 4. 0% increase compared to 1999 (ref. 3). The growth of this particular market is largely due to a slow shift in consumer trends. Trends: Through the early 1960s, soft drinks were synonymous with â€Å"colas† in the mind of consumers. In the 1980s and 1990s, however, other beverages (from bottled water to tea) became more popular. Coca-Cola and Pepsi responded by expanding their offerings through alliances (e. g. Coke & Nestea) and acquisitions (e. g. Coke & Minute Maid), but also by focusing efforts on portfolio diversification. Today, while the soft drink industry’s value has increased in 2004, the volume sales of carbonated soft drinks has declined due to a large proportion of consumers who are opting for the trend towards healthier alternatives in the functional drink segment (energy drinks, smoothies, milk & juice drinks, sports drinks) as well as bottled juices and water (ref. 5). Companies have been actively engaged in new product developments in order to counter the growing concerns about negative health impacts of high-fructose drinks, but also to increase the demand in a market where product offerings are quickly maturing (ref. 4). New flavor introductions and health-conscious formulations have been launched in an attempt to offset the decline in carbonated soft drink sales (ref. 6). The functional market is expected to show sustained growth and consumer interest in the future years as consumption shifts to trendier, healthier and more sophisticated products (ref.7). Profitability & future growth potential: In 1993, Concentrate Producers earned 29% pretax profits on their sales, while bottlers earned 9% profits on their sales, for a total industry profitability of 14%. While the functional drinks sector only accounts for 3. 7% of the total soft drinks sales in 2004 (Appendix B), estimates are forecasting a growth of 7. 3% in sales and 11. 0% in volume consumption by 2009 (ref. 4). SWOT ANALYSIS (Strengths and weaknesses, opportunities and threats) |Strengths |Weaknesses | |Brand strength |Reliant upon line extensions | |Effective stride in new markets |Reliant upon particular carbonated drinks | |Results of operations |Brand dilution | |Strong existing distribution channels |Entrance into difficult non-core categories | | |Saturation of carbonated soft drink segment | |Opportunities |Threats | |New product introductions |Strong competition | |Brand is attractive to global partners |Potential health issues | | |Free trade | Explanations in APPENDIX C COMPETITION Coca-Cola’s top competitors for the soft drinks industry are PepsiCo (31. 6%) and Cadbury-Schweppes (15. 8% of market), which combined, represent about 48% of the total market (ref. 9). Coca-Cola is leading with 43. 7% of the total soft drinks market. In the functional drinks sector, PepsiCo is the current market leader with 60. 5% of the market shares in 2004. Coca-Cola Co is second with 32. 8% (ref. 2, see Appendix D1). Bubble Buzz will launch into a currently unserved subset of that market (RTD â€Å"Ready-To-Drink† Bubble Tea), which is until now unexisting. It is anticipated that the following brands could potentially compete with Bubble Buzz in the functional drinks market: Brisk, Lipton Iced Tea, Sobe (owned by PepsiCo), as well as Snapple’s and Hawaiian Punch (owned by Cadbury/Schweppes). Bubble Buzz also creates a potential situation for cannibalism with Coca-Cola’s very own brands of iced tea and other functional drinks. The current market for traditional Bubble Tea is fragmented, since the distribution is restricted to local outlets and selling points such as counters and small Bubble Tea shops in scattered locations across Canada. However, direct competition from these local players is not anticipated, since the marketing roll-out will initially emphasize on product awareness and both sales channels do not reach or serve the same market (retailing vs. counter/restoration). A strong distribution system already exists with Coca-Cola, since partnerships and channels are already in place. This will facilitate the product’s reach into its target market. Further data concerning competing market shares and distribution channels are available in Appendix D(1-3). Barriers to entry: |Business practices |Manufacturing | |Due to the number of competitors, it will be hard to prevent |Producing bottled Bubble Tea requires sizeable capital | |imitation behaviour (especially from PepsiCo) |investments for the specific needs of the manufacturing chain | | Risk of competing with emerging private labels (e.g. President’s|(from ingredients to final packaging specifications) | |Choice) |The marketing campaign to make this unknown brand popular | |Given the wide array of brands (saturation in the soft drink |requires more promotional expenditures than a traditional brand | |market), it becomes a challenge for Bubble Buzz to stand out |extension | TARGET MARKET. Segment identification: RTD (Ready-to-drink) bottled Bubble Tea, to be established within the Functional Drinks sector Segment needs: The product will cater to both physiological needs (hydrating and nutritional value) and social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups) † (ref. 11, p. 127). Segment trends: The current trends include a shift away from junk foods and carbonated drinks, a growing interest for healthier / beneficial products for the â€Å"mind and body† (ref.10), the trend towards the availability of on-the-go products for those with an active lifestyle, as well as the trend for personalization through customization (or for beverages, through variety-seeking in a wide introduction of flavours † ref. 6). Segment growth potential: Statistical reports anticipate a segment growth of 1. 72% over the next 9 years (2015) for the 10-29 years old subsets (ref. 12). Refer to Appendix E. Size of the segment (population): 8,688,300 (329,600 L). Refer to Appendix E. |Segmentation variables and breakdowns for Canadian consumer market of Bubble Tea | |MAIN DIMENSIONS |VARIABLES |BREAKDOWNS | | |Region |Nationwide (all provinces and territories) with emphasis on urban / metropolitan areas, and| | | |adapted strategies for all geographical groups | | |Area size |5000-19,999 to 4,000,000+ | | |Density |Urban, suburban | | |Climate |All (East, West) | | |Age |10-29 years old (teenagers, studying age and young adults) | | |Gender |Male and Female | | |Income |All under $30,000 | | |Occupation |Students; new graduated; new workers; young professionals | | |Education |Elementary 4th grade, High school, CEGEP and University | | |Race |All: Asian, Black, White, Native; other; with adapted strategy for Asian consumers already | | | |familiar with Bubble Tea | | |Home ownership |Renting apartment/condo, living with parents | | | |(Highly discretionary in personal spending) | | | Personality |Brand conscious, anchored in popular culture, inclined for differentiation and | | | |sophistication, very tolerant towards multiculturalism and internationalism (open-minded), | | | |quick maturation with modern products | | |Lifestyle |Most of them dependent on parents, no major responsibilities, highly influenced by peer | | | |groups, active life, importance of school, work and social life | | |Benefits sought |COMMUNICATION BENEFITS | | | |-Nutritional information | | | |-Informational text on history of product | | | |FUNCTIONAL BENEFITS | | | |-Healthier than soft drinks | | | |-Convenient, easy to take out | | | |PERCEPTUAL BENEFITS | | | |-Quality/Premium price | | | |-Social standing/good-looking | | | Usage rate |Seasonal (peak in summer), daily-basis, weekly basis | | |User status |Non-user, regular user (current user through existing bar-shops) | | |Loyalty status |None, medium, strong | Positioning strategy: The only RTD bottled bubble tea available. Funky & eye-catching bottle, functional packaging, premium-priced, cool, new and unusual, unique drinking experience, aspects of play (tapioca pearls, oversized colored straw), variety of flavors, sweet, refreshing, for hip & young people, healthier alternative to heavy-sugar drinks. CUSTOMER ANALYSIS Profile: Name: Bob Thomson Date of Birth: 25. 03. 85 Age: 20 Occupation: University Student Country: Canada Needs: Healthy lifestyle/Social belonging People: Roommate/Friends/Family Places: Clubs/Coffee shops/University/Gym Activities: Basketball Team Due to his active and quick-paced life, Bob wakes up at 6:30AM every morning. Today, he puts on his trendy Lacoste Polo and Diesel Jeans, and of course, he always has his Puma shoes on. After having called his friends with his new Samsung camera phone, he leaves his apartment and goes to his gym by metro, while listening to his favourite music that he downloaded to his iPod. Bob usually likes to work out before he has to head to University. That way, he feels he has more energy and feels ready to confront his busy day attending courses and getting things done. On his way to school, Bob knows he is thirsty and he feels the need for something very refreshing. He stops at a convenience store next to the gym. Standing in front of all the choices in the beverages aisle, one particular bottle catches his sight. And he instantly recognizes the brand. He knows that this is a bottle of Bubble Buzz, because not only does his other friends often drink it, but he also heard them talk about this brand new product that Coca-Cola just launched. He also previously saw Bubble Buzz ads when he surfed on his favourite websites. He grabs a bottle, and takes a closer look at the nutritive information label. He is very pleased to see that the new drink is more nutritive and definitely healthier than the other soft drinks that were available on the shelves next to it. The higher price of the product doesn’t bother him, since he perceives â€Å"Bubble Buzz† as a high-quality, functional product, which is manufactured by a well renowned company. Plus, he did not feel like simply buying bottled water, or carbonated soft drinks. Because of his inclination towards more sophisticated tastes, and because he likes to try new products on his own, he thinks this bottle is worth the price. Because of his busy schedule, Bob prefers to save time as much as he can. Thus, he decides to buy two bottles. One to quench his immediate thirst, and another one that he wants to save for later in the day. He sees that the packaging is so convenient and easy to carry, and so when he exits the store, he puts the second bottle in his backpack. He attends all of his classes. During his break, he always hangs out with his friends. A lot of them are drinking from different â€Å"Bubble Buzz† flavours. He opens his second bottle, since he had such a great experience with the first one. He liked that the beverage was so unusual, yet refreshing. The drink surpassed many of his expectations. He has no doubt about it. Bob will continue to buy Bubble Buzz for its good taste, and also because at his age, he sees it is the coolest trend right now. [pic] Based on the aforementioned analysis, Bubble Buzz appears to be a profitable and innovative product with a strong outlook for market share presence and segment growth opportunity. Upon implementation of the marketing plan, the Coca-Cola Company will regain increased market shares and claim its targeted situational position of market leader in the functional drinks segment as well as keeping its long-standing consumer recognition for innovative and successful product launches in diversified markets. Projected profits will be $243,029. 47 (see financial projections). Marketing Plan Part 2: Marketing Strategy [pic] The objectives of the marketing plan are strategically centered around 3 criteria: to create a strong consumer awareness towards a completely new bubble tea product from Coca-Cola, to establish a wide brand recognition through the capture of market shares in the functional drinks segment, and to become the top market leader in that particular segment within the forecasted sales figures. [pic] PRODUCT STRATEGY The core o Bubble Tea beverage in a pre-bottled, ready-to-drink format. The actual product o Packaging and labeling: see figure below o Branding: colorful, aspect of play, round shaped, prominent Bubble Buzz logo written in modern font, catchphrases such as â€Å"Think outside the Bubble† and â€Å"Get Your Buzz†. o Trade name: Bubble Buzzâ„ ¢, a Coca-Cola product o Brand personality: energy, funky, cool, functional, original, funny, healthy, etc. o Brand equity: Coca-Cola provides a quality, consistent, innovative and accessible soft drink reputation. Augmented product o Nutritional information, Status (social drink), Features promoting the website, Health benefit of a green tea base (ref. 17) Marketing considerations o Product life cycle: Bubble Buzz is a low-learning product. With a strong marketing campaign, â€Å"sales [will] begin immediately and the benefits of the purchase are readily understood† (ref. 11, p. 301). Since Bubble Buzz is prone to product imitation, Coca-Cola’s strategy is to broaden distribution quickly, which is currently feasible thanks to the company’s high manufacturing capacity. o Product class: Food & beverage ( Soft Drinks ( Functional Drinks (refer to Appendix D2 for a break-down of the functional drinks market). o Bubble Buzz follows the practice of product modification (ref. 11, p. 304): Coca-Cola is introducing an existing beverage (bubble tea) but redefines the drink with a new, more convenient package. Bubble Tea will now become a widely available drink in multiple retailing (distribution) channels. [pic] PRICE STRATEGY The price strategy that will be undertaken should consider the following aspects: 1. Consumer demand 2. The product lifecycle 3. Potential substitutes Customer demand. Customer demand is a crucial factor which is driven by tastes, income and availability of others similar products at a different price (mentioned later in the potential substitutes section). For a lot of consumers, value and price are highly related: ‘’the higher the price, the higher the value’’. Consequently, Coca-Cola’s intention to position Bubble Buzz as a unique, innovative and attractive product gives it a certain control over Bubble Buzz price. To be able to implement higher pricing though, the minimization of the non-monetary costs to customers should also be include along with awareness of the product (notably by advertising) and value (benefits) . The product lifecycle. The company should take advantage also to the fact that the newer the product and the earlier in its lifecycle the higher the price can usually be. It ensures a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly and it also brings a certain prestige to the product. Potential substitutes Coca-Cola is constrained by the monopolistic market in which it competes. The main characteristic however is product differentiation. Other constraints (See Appendix M) PROMOTION STRATEGY Objectives: †¢ To initiate strong awareness about the launch of Bubble Buzz throughout Generation Y (10-29 years old) consumers as well as their parents. †¢ To win market shares over our top functional drinks competitor, PepsiCo. Message: The promotional outputs will convey the clear message that â€Å"Bubble Buzz is a healthy drink for sporty and young people who simply enjoy taking care of their body and life. † Concepts: †¢ â€Å"Think outside the bubble†: Be Bold, Be Original, Be Different, Be Yourself. †¢ â€Å"A good spirit in a good body. † †¢ â€Å"For the out-of-the-ordinary individuals who like to challenge themselves. † Media selection: Before choosing the appropriate medias, it is important to note that Generation Y consumers only give partial attention to media. However, they can be reached through integrated programs. They are typically using more than one communication media at a time; a behaviour that is often called â€Å"multitasking†. This group of consumers doesn’t give its full attention to one single message, but rather uses continuous partial attention to scan the media. Marketers can still communicate with Generation Y by using a variety of targeted promotional tools. Another important tactic to reach our target market is through â€Å"Viral† or â€Å"Buzz† marketing, which Coca-Cola will heavily use in this campaign (campus, contests). Advertising: Refer to APPENDIX H for detailed explanations |Output |Examples | |Television |MTV, Much Music, VrakTV, YTV | |Radio |MIX96, CKOI 96. 9, 94. 7 FM, Universities | |Magazines |For girls: Cosmo, Elle | | |For boys: Sports Illustrated (or Kids edition) | |Internet |Banners on select websites (gaming, sports, etc. ) | | |Official promotional website: www. BubbleBuzz. ca | |Outdoors |Billboards and prints in select areas including: | | |Campuses, transportation (bus, metro, stations) | | |Tourist areas in high seasonal periods | | |Outskirts of key cities in geographical reach | | Others |Not relevant | |Personal selling |Direct contact with retailers, sales kit strategies to be explained later in the | | |text. | |Public relations |Stands or special displays and events in schools, malls, sports events (i. e. 2008 | | |Beijing Summer Olympic Games), sponsorship activities | |Publicity |Conferences, press releases (print and online), buzz marketing through TV coverage | Promotional Mix: Consumer oriented: †¢ Contests: â€Å"Win another Bubble Buzz flavour†, â€Å"Uncover a secret code underneath the bottle cap and win sporting goods and electronics by logging on the website†, â€Å"Win a trip for the 2008 Olympics in Beijing†. (Arguments: It will increase consumer purchases and encourage consumer involvement with the product). †¢ Samples: distributed in supermarkets, school/universities. Samples are a way to avoid product resistance since people are not used to find bubbles in their drinks. Arguments: It will encourage new product purchases and it represents low risk for consumers since they get it for free. They have nothing to loose by trying it. †¢ Point-of-purchase: in supermarkets (to reach the parents of generation Y). Arguments: It is also a mean to increase product trial and provides a good product visibility. †¢ Others: In subsequent years, engage in product placement in TV shows or movies. Trade oriented: †¢ Allowances and discounts: case allowance (Arguments: The â€Å"free goods† approach will be used so it can encourage retailers to buy more of the product to get a certain amount for free). †¢ Cooperative advertising: to encourage retailers to buy our product and to maintain our high level of advertisement that consumers expect from Coca-Cola. Other considerations: †¢ Scheduling of the advertising: Pulse scheduling (promotional presence year-round, but emphasized and intensified before and during summer). †¢ IMC (integrated marketing communication) Target Audience: †¢ Intermediary: personal selling will be more often used. †¢ Ultimate consumer: Coca-Cola will use more of mass media because the amount of potential buyers is large. PLACE (DISTRIBUTION STRATEGY) Bubble Buzz will be distributed through these channels: supermarkets, convenience stores, independent food stores, discount stores, multiple grocers, vending machines, direct sales. [pic] |Projected Financial Performance | |Revenues |$ 597,124. 00 |Based on sales @ different channel’s price | |COGS |214,964. 64 |Based on weighted average percentage in past data | |C. M. |382,159. 36 |Revenues – COGS | |Fixed Costs : | | | |SG&A cost : |113,453. 56 |Half of the O/H costs estimated, based on past data | |Capital expenditures : |25,676. 33 |4. 3% of revenue, based on past data | |Profits |243,029. 47 |CM † SG&A † Capital expenditures | Requirement for success analysis: C. M. per bottle = 382,159. 36 / 328,000 = $1. 17 Break-even: (113,453. 56+25,676. 33) / 1. 17 = 118,914 (bottles) Market share: 118,914 / 1,000,000 = 11. 9% In one year, if Coca-cola can sell 118,914 bottles of Bubble Buzz, or in other words achieve 11. 9% of the functional drink market share, it will break even. After this point, every bottle Coca cola sells will generate average $1. 17 towards the profits. The potential profits can up to $1,030,770. 00[1] based on our target market. Expected Costs: COGS: $597,124 * 36% = $214,964. 64. O/H: $597,124* 38% = $226,907. 12 Expected Revenues (total) = $597,124 (refer to Appendix J) [pic] China is the target country we’re going to expand our product. Reasons: 1. With a total population of 1,313,015,000 in the end of 2005 and 327,714,000 in our target market (age 10 to 25 years old), compared with the total population of Canada—304,453 million, there definitely is a great potential worth to work on. 2. absolute expenditure on food and non-alcoholic beverages is expected to increase from 1,777 billion in 2005 to 2,154 billion in 2010 (though the proportion of consumer expenditure on this part is decreasing from 28. 39% to 25. 75% ) 3. Soft drinks industry is one of the fast growing industries in China, especially fruit/vegetable juice, RTD tea, and Asian speciality drinks and bottled water have shown a sharp increase during 1998 to 2003. 4. Bubble tea was originated in Taiwan. Soon after its introduction in China, it became one of the most popular beverages sold in tea stores on the streets due to the similar taste and similar cultural background. So, it is a good chance for us to enter into this market. 5. Since we are the top sponsor for the upcoming Beijing Olympic in 2008. With more opportunities to expose to the public, it is going to benefit our sale there. Our entry-strategy for entering China is through licensing. Reasons: 1. We have already provided licenses for manufacturing our products in China (licensing the bottlers and supply them with our syrup required for producing). Therefore, added in one or two more products in our production chain would not be that difficult. 2. It is relatively low risk when compared with direct investment there. It is low cost to export our new products there since we can maintain lower labour cost and lower material cost if we produce our products locally, especially in China. Changes to be made: 1. Price: Price sold in China is going to change to accommodate the local desire. As we set our price sold in Canada $2. 00. Compared to the price sold in the bubble tea store ($ 3. 50), it is about 57. 14%. So, with the information we gathered from the tea store in China[2], the price sold there would be 57. 14% of what sold in the tea store—$12 Yuen in China currency. Then, it would be around $7 Yuen, about CAD$1[3]. 2. Naming the product: In order to be recognized and accepted more easily for the local market, we need not only translate our product name but also make sure there’s not hidden unintended meaning that would damage our product. 3. Develop other flavours that would attract the local market: Since milk based bubble tea sell better in China, we will add in this product line. Also, we will avoid using too many artificial colors as they are not appreciated as much as in Canada. Moreover, people in China are becoming more and more health concerned, especially the amount of sugar and additives added in the drinks. We will make some changes in the ingredients used to appeal the local market, i. e. less sugary drinks. 4. Promotion: In contrast to the radio ads in Canada, we will use more TV and Web advertisement there due to the highly exposed environment in China. Also, we will put more emphasis on the ads on the public transportation such as underground/subway system and bus service due to the more frequent use of the public transport service there. Also, since the outdoor display screen is quite popular in big cities, we will also take advantage of it. [pic] [pic] APPENDIX A (ref. 2) [pic] APPENDIX B (ref. 4) [pic] APPENDIX C (ref. 1 & 8) STRENGHTS Brand strength (see Appendix F for brand rankings) The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. The Coca-Cola brand is unarguably one of the most recognizable brands in the 200 countries where it sells its products. The strong brand name is one of the basis for the company’s competitive advantage on several of its core markets. Effective strides in new markets. Coca-Cola has partnered with several companies (such as the joint venture with Nestle) in order to increase the ability to react to demands and changes in the markets of iced tea, coffee and juices. The developing markets are more complex than the carbonated soft drinks. Results of operations In 2004, net-operating revenues totaled approximately $21. 9 billion, an 8% increase from 2002. Gross profit totaled $14. 3 billion in 2004. The company generated $5,968 million from its operating activities and re-invests heavily into its business. The ability to generate significant cash flows is one of the its key strengths (ref. 16). Strong existing distribution channels Coca-Cola has operations worldwide and is well established in its distribution channels (such as store retailers or vending machines). Therefore, a new product launch can typically rely on the existing distribution system in order to reach the majority of its target market while requiring no major supply / delivery developments. WEAKNESSES Relying upon line extensions Coca-Cola is relying on brand extensions increase sales in specific lines, particularly its long-time carbonated soft drink products (i. e. the introduction of Vanilla Coke helped maintain sales for the core Cola beverages). However, there is a strong risk of cannibalizing existing sales in the long term (for example, Bubble Tea might deter on sales for iced tea). Reliant upon particular carbonated drinks The long-time presence of Coca-Cola’s Coke beverage has established this particular line as a flagship product. While the core Coke products bring a solid base of sales and loyalty to the company, consumers’ expectations also become more and more anchored and single-lined, taking away freedom in the areas of line diversification and product modifications (taste, packaging, price). Brand dilution The tremendous amount of existing brands and new product being introduced by the company could diminish the value and differentiating strength of each product that is being manufactured. Entrance into difficult non-core categories The Coca-Cola Company is a truly global multinational business giant. While some categories of products are distributed in many areas of the globe (Coke, Powerade, etc. ), geographical needs already require that these global brands are heavily adapted to their target region. Furthermore, many smaller and diversified product lines are more or less popular in one particular region over another. Therefore, the process of diversifying the production and marketing each product involves costly investments. These capital requirements typically increase as the product becomes heavily focused (for example, since the Coca-Cola brand is highly recognizable worldwide, marketing a bottle of Coke in Japan would be less difficult than marketing a bottle of â€Å"Qoo† in that same country † â€Å"Qoo† being a lesser-known non-carbonated drink which was one of Coca-Cola’s newest brand introduction in 1999). Saturation of carbonated soft drink segment Due to the countless number of brands available on the market, it becomes increasingly difficult in the soft drinks segment to innovate and create new products that genuinely stand out from their competition. And as we have seen, an analysis of the industry has shown that growth in the soft drinks market becomes difficult and challenging when the conditions and consumer trends cause a market demand that stays stagnant. OPPORTUNITIES New product introductions The functional drinks market is one that particularly allows more innovation opportunities and gives greater freedom for creativity in the design, production, manufacturing, distribution, promotion and retailing choices and processes. Brand is attractive to global partners. Because of the company’s size (including value, brand name and operating revenues) and wide portfolio base, Coca-Cola enjoys a strong purchasing power over its suppliers, and also attracts large partnerships with various levels of consumer reach (e. g. Burger King, movie studio promotions, sponsorship agreements, etc. ). Existing brand awareness also provides an international playing field for powerful marketing strategies. THREATS Strong competition Coca-Cola is competing in a global market that is characterized by an oligopoly between several (but few in numbers) competitors. The fight for market shares and sales in crowded markets becomes a complex one. Potential health issues. The current trend of consumer and consumers groups’ awareness towards goods and services is both beneficial and threatening for companies in the food and beverages industry. Over the last few years, concerns over health issues have risen in the media through an expanded and ever-growing network of â€Å"knowledge outputs† (journals, TV channels, internet and so on). The move of the younger generation towards a healthier lifestyle call for careful planning and decision-making in new product developments. Large companies can also easily become the target of consumers’ apprehension.