Conference week 5 Assignment Example | Topics and Well Written Essays - 500 words - 1

Conference week 5 - Assignment Example However, the type of organizational chart illustrated for Walt Disney is a chart based on a process, for instance, all the staff positions are responsible for the support of the Company’s workflow. The Functional Organizational Structure of the Walt Disney Company has some likable characteristics. For instance, it does not have too many management levels. This indicates that its organizational structure is effective. In addition, another likable characteristic is that the modeling of chart in such a way that all the staff positions have the responsibility of ensuring a smooth workflow. Certainly, the organizational chart adopted by Walt Disney Company depicts some form of creativity and is very effective. It is therefore, the best chart that suits the company. In the business world, one of the greatest arguments has been on whether projected financial statement analysis can be considered to be both a formulation of strategy and implementation tool of a strategy. Generally, financial statement analysis can be considered as a vital tool in implementation technique of a strategy. This is because it gives an organization the opportunity of examining the anticipated results of a variety of approaches and activities. This type of financial analysis can also be used in the prediction of a range of implementation decisions made. For instance, in the cases where an organization desires to ensure a 50% elevation of promotion expenditures purposely to ensure the support to the strategy of market development. Additionally, this it is also applicable in the case where an organization desires to ensure a 25% salary increase so that it can support its market-penetration strategy. Moreover, this analysis can also be beneficial to an organization that des ires to elevate the expenditures on research and development by 70% so as to

The Business, Its Mission and Its Strategy Term Paper

The Business, Its Mission and Its Strategy - Term Paper Example The organization has continued to experience an explosive growth, which is demonstrated by its annual revenues moving from $250,000 in 2009 to over $2 million in 2010 (Samasource, 2011). Samasource’s core business is outsourcing of digital work from large or small organizations. The organization offers outsourcing services under five broad categories: data services, research and archival services, machine learning, customer support services, and online content services (Samasource, 2012). This is mainly done on the Internet. The organization operates as follows. First it sources for work from other organizations. It then uses a proprietary technology platform to divide the digital work it has received into smaller tasks which are then distributed through the Internet to its various processing centers or partner sites. At these processing centers Samasource specifically recruits and trains women and youth from poverty-stricken areas who then perform the small tasks. Upon co mpletion, each of these small tasks is taken through a rigorous quality-assurance process on the proprietary platform before they are aggregated back into complete projects and delivered to the clients. The proprietary technology platform is known as SamaHub and the small tasks are referred to as microwork – a term first coined by the Samasource founder. ... This industry has numerous buyers and suppliers, which makes the bargaining power of both parties relatively weak. The three forces that Samasource would need to be wary of are competitive rivalry, threat of entry and threat of substitutes. The intensity of rivalry here is currently moderate because of the contrasting characteristics. On the one hand, there are numerous competitors, which should warrant a fight for market share. On the other hand, industry growth is high, and this somewhat negates the need for fighting over market share. Also, exit barriers in this industry are low, which means that companies that are earning low or negative returns can easily opt to leave the market rather than struggle. This eliminates excess capacity from the market (Porter, 2008). Nevertheless, we single out competitive rivalry because of the potential for rivals to converge and compete on the same dimensions. The nearly identical services of rivals coupled with low buyer switching costs could lead to price competition and, consequently, destructive rivalry. Barriers to entry for this industry are low for the following reasons. Firstly, the primary infrastructure for this industry is the Internet, which weakens the incumbents’ ability to harness supply-side economies of scale. Secondly, buyers face low switching costs in changing suppliers. Thirdly, capital requirements are modest. Fourth, the Internet gives new entrants equal access to the distribution channel. These low entry barriers make the threat of entry industry force to be very high. Substitutes to Samasource’s offerings are Odesk, Elance, Freelancer and other online outsourcing sites as well as the traditional BPOs found in the developing countries. We have

658 week 10 Essay Example | Topics and Well Written Essays - 2000 words

658 week 10 - Essay Example As it grows, it continues the learning process through these two fundamental methods. Through experience and instruction, an individual learns to acquire his needs from the environment. Since what a person learns is a function of their environment; the culture, society, or politics of the day will have a huge bearing on what a person can learn, unlearn, or relearn. All previous cultures and civilizations that have been experienced throughout the ages have had massive bearing on the populace behavior. The ancient Roman civilization was a republic complete with representative from every corner of the civilization. The concept of a republic complete with democratic institution was a reality. Our current civilizations borrow hugely from the Romans. This work will endeavor to interpret influences that create an individual and the social and political influence of our classrooms today. In the ancient Roman civilization, both during the Roman Republic and the Roman Empire, culture, society and politics played a huge role in the education system. The ancient Roman civilization political elite such as Julius Caesar, the Senate, Emperor Augustus, Constantine etc. were constantly involved in campaigns and conquest that had huge implication on the education system of the day (Zumbusch, 2014). These conquests and campaigns brought many slaves to Rome, some of whom played a role in the education system of the Roman civilization. Romes education system borrows massively from the Greek culture. Many Greek slaves and freemen acted as tutors. Livius Andronicus, a Greek captive from Terentum provides a classic example. As a slave, Andronicus tutored his masters children while as a freeman, became the first private tutor in Rome (Zumbusch, 2014). Ancient Rome society was composed of rigid social structure, which included the elite and the commoners. The elite were mostly successful merchants, rulers, priests and nobles. The commoners were mostly composed of farmers and laborers.

Tutankhamun Essay Example for Free

Tutankhamun Essay How useful and reliable are Source A and ONE other source in relation to the information and/ or implications they provide about the role of the New Kingdom Pharaoh and the society at the time, especially in regards to religion and/ or important events or issues at the time? Source A and Source D provide reliable information on the role of the New Kingdom Pharaoh, Tutankhamun and the society at the time in regards to religion and issues of the time. Source A shows the religious aspects such as the use of both Amun and Aten names and Source D shows the issues of the time such as invasion/ warfare. In Source A the image shown is the â€Å"Golden Throne† also known as King Tutankhamun’s coronation throne. The image on the backrest of the chair depicts Tutankhamun being rubbed with ointment by his wife under the â€Å"arms† of Aten. The text on the chair when translated reveals that both Amun and Aten names are used for Tutankhamun and his wife. This represents the transitional period from having one singular god- Aten, back to the old religion- Amun and may be an indication as stated by Howard Carter that both religions lived together in peace- â€Å"It is curious to say the least of it, that an object which has such manifest signs of heresy upon it should be publicly buried in this the stronghold of the Amun faith†¦it would appear that Tut-ankh-amun’s return to the ancient faith was not entirely a matter of conviction-it is possible that the alteration in the Aten names was sufficient to appease the sectarians and that there was no need for secrecy. The designs on the Throne are also a representation of the changing times. The period is referred to the Amarna Age. It is a different style to which traditional art was made and represents the transition from old to new- the sculptures and paintings were done with naturalism and spontaneity. This style of art included more portraits of their natural existence. Source D is an image of Tutankhamun’s Hunting and Warfare Chest. On this chest there are two main images depicted, the first on the lid, front and back of the box which shows Tutankhamun in a chariot with a bow and arrow fighting and crushing black and Asiatic enemies. On the sides of the chest the second image depicted is that of Tutankhamun’s head on a lions body, treading and crushing the bodies of his enemies. These images are portrayals of the issues that the Egyptians may have faced during the time period such as invasion and concurring.

Vodka In An Absolut World

Vodka In An Absolut World Every bottle of Absolut Vodka is produced in Ahus, in southern Sweden where the wheat that gives Absolut Vodka its smooth grain character grows. Absolut Vodka is produced from winter wheat, a hardy wheat grain that centuries of experience have shown to produce superior vodka. Absolut Vodka uses a process called continuous distillation, introduced in Sweden in 1879 by The Vodka King Lars Olsson Smith (Pernod Ricard, 2009). The water it uses comes from our own deep well. Producing its vodka in one location using local raw materials gives VS Absolut Spirits complete control of all stages of production and ensures that every drop meets the companys high quality standard. Unlike other vodkas, the Absolut Vodka flavors are made by blending the vodka with only natural flavors and no sugar is added. In fact, Absolut is as pure as vodka can be. Still, that purity has a certain taste; rich, full-bodied and complex, yet smooth and mellow with a distinct character of grain, followed by a hint of dried fruit (2009). Absolut Vodka currently comprises its products within many flavors, such as vanilia, raspberri, apeach, ruby red, pears, and mango. All Absolut Vodka products can also be enjoyed neat or mixed in drinks. In addition, the shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. The bottle shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. It looked elegant, different, simple and very Swedish, and was decided that there should be no label not to hide the crystal clear liquid. Blue was decided upon as the most visible and elegant color for the Absolut Vodka logo. The flavor comes in a transparent bottle in order to show how pure and clear its vodka is. The brand values of Absolut are defined as Clarity, Simplicity and Perfection. All three are there, visible on the bottle. Absolut Vodka currently comprises the following products within the same quality framework: Year Product 1979 Absolut Vodka 1986 Absolut Pepper 1988 Absolut Citron 1992 Absolut Kurant 1999 Absolut Mandrin 2003 Absolut Vanilla 2004 Absolut Raspberri 2005 Absolut Apeach 2006 Absolut Ruby Red 2007 Absolut Pears, Absolut 100, Absolut Mango 2008 Absolut Los Angeles 2009 Absolut Boston 2010 Absolut Berri Acai, Absolut Brooklyn, 2011 Absolut Wild Tea, Absolut San Francisco Source: http://en.wikipedia.org/wiki/Absolut_Vodka Creativity is what drives Absolut brand forward. That applies not only to the marketing and design, but also to the product development. When launching a flavour, the Absolut Company wants to make room for new cocktail experiences. 3. Brand Positioning Absolut Vodka is positioned as premium brand in the minds of the target consumers. The price of the product is high. Absolut is one of the expensive brands among the leading brands in the U.S. as illustrated in Exhibit 4. The company also tried to feature the product as a high end product. For example, Absolut had an identity campaign termed Smart, showy, sassy, sophisticated and stylish. By this kind of brand personality statement, the brand was associated with the fashion conscious, rich, desperate and dynamic lifestyle-namely the Absolut Lifestyle. Absolut entered Glamour world and tried to relate the brand with fashion world. In the Lifestyle magazines, the glimpse of a trendy tanned fashionable girl posing and wearing Absolut Vodka marked attire became widely visible. The brand personality of Absolut was communicated successfully with the help of a series of aesthetically designed advertisement campaigns both in print and in electronic media. The word Absolut was punned in conjunction with creative images of the bottle and with strong positive feeling awakening words or phrases. Absolut went for simple, but sophisticated ads a classy picture of the bottle accompanied by a witty caption (Facts Abusolut Ads, 2009). Those advertisements have not only broken advertising records year after year but also have captured the eyeball alongside the imagination of the general public. The advertisement campaigns were nice to look at, easy to understand yet had the spark of intelligence and smartness. The modes featuring in the advertisement had a tanned skin most of the times thus the brand tried to relate itself with a sense of sunny, urban and dynamic lifestyle. The brand was more inclined to lay emphasis on girls. Because vodka is an odorless drink and do esnt give any quirky sensation while drinking, this was assumed that girls would love this kind of product features. Absolut Vodka soon became news. The latest ads often started getting journalistic coverage in magazines and on TV. Everybody talked about Absolut campaigns be it the Absolut Manhattan ad portraying an aerial view of New Yorks Central Park in the shape of an Absolut Vodka bottle or 26 Russian painters creating their own most personal impressions of the bottle. Over the years Absolut has commissioned not only over 300 painters, but also leading artists in all fields like sculptors, glass designers, musicians and fashion designers. The main strategy of the brand was to avoid relating the product with only one particular lifestyle and the ads were to have a timeless but contemporary theme. Absolut Vodka can be proud of its ads in crossing the line between advertising and art using different medians such as paintings, limited edition bottles, shirts, and sculpture (Brand Spotlight: Absolut Vodka, 2010). Many famous artists worked for the company, including Andy Warhol and Keith Harris. TBWAs branding campaign for Absolut Vodka was listed as one of the top ten campaigns of the last century by Advertising Age and the campaign won many awards including an Effie and Kelly awards which are probably the most prestigious awards in the advertising industry (2010). Those highly accepted and widely popular advertisements campaigns could successfully del iver the main brand positioning ideas of Absolut Vodka, i.e. premium product, high quality and association with art and a good life. 4. Competitors and their Campaigns In addition to Absolut Vodka, there are over other 30 vodka brands in the U.S. market as shown in Exhibit 2. Those brands are original from nine countries such as Belgium, Britain, Denmark, France, Finland, the Netherlands, Poland, Russia (Latvia and Estonia), and Sweden. Apart from American made brands existing in the market such as Popov, Gordon, etc. there was the emergence of new American made vodka brands in the past several year such as Skyy, a lovely San Francisco spirit, the newly arrived Teton Glacier, unique vodka made in Idaho, etc (Department of Liquor Control, 2009). In 2007, there were seven leading vodka brand in the U.S. market including Smirnoff, Absolut, Grey Goose, Skyy, Stolichnaya, Ketel One, and Svedka respectively as shown in Exhibit 3. These brands are made in different countries. However, the American made brand like Smirnoff was ranked the number one U.S. market share in 2007, followed by Absolut Vokda. A brief profile of five leading brands that were Absoluts competitors and their campaigns in 2007 will be discussed in next session. 4.1 Smirnoff Smirnoff is the #1 selling vodka in the U.S and the world. It had a 17.2% share in 2007. It is originally produced in Russia, the recipe found its way to America in the early 1900s. Smirnoff is one of alcohol brands of Diageo (Dee-AH-Gee-O), the worlds leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, JB, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. In November, 2006, Smirnoff renewed its alliance with James Bond in the film Casino Royale. The alliance involved a multi-million dollar media campaign, which was activated in the U.S. and around the world. The campaign included a broadcast advertising campaign; on- and off-premise promotions and sweepstakes; a global public relations campaign; and a fully interactive Casino Royale microsite (Zydel, 2006). Smirnoff had the close partnership with Bond in 1962à ¢Ã¢â€š ¬Ã‚ ²s Dr. No. In a scene when the villain hands Sean Connery a Martini, shaken not stirred made with Smirnoff Vodka. This monumental moment in film made some impact on the way martini drinkers made their cocktails, shifting from the traditional gin to a vodka-based drink and popularizing the vodka martini the world over (2006). Exhibit 5 shows a cross-promotional ad for James Bond Casino Royale and Smirnoff Vodka and some scenes in James Bonds movie in 1962s. In August, 2007, Smirnoff launched its largest ever marketing campaign ( £5M) which was named Sea to promote the brand. It centers around a 60-second commercial created by JWT, which premiered on 17 August 2007 in showings of The Bourne Ultimatum at selected cinemas across the United Kingdom. There were various tie-ins launched, including the Smirnoff Purifier, an online game, point of sale Smirnoff purity kits, and a tour of a custom-built Smirnoff Purification Installation used to make drinkable samples of water taken from saline or otherwise undrinkable water at selected sites (Sea: Advertisement, 2010). 4.2 Grey Goose Grey Goose was imported to the United States by the Sidney Frank Importing Company which is located in New Rochelle New York. In 1997, the brand became national prominence when it was awarded substantially for its quality in the U.S. In 2004, Sidney Frank then sold the right of manufacturing to Bacardi. Grey Goose was the first prominent French vodka but has seen some competition from Nuage, Ciroc and Idol which are now on the market. Each of these vodka brands are premium brands sold in North America (Grey Goose Vodka, 2007). In 2007, it held a 6.3% share of the U.S. Market. In 2007, claiming itself to be the Worlds Best Tasting Vodka, Grey Goose launched its new Discerning Taste advertising campaign which was produced by New York-based @radical.media. The campaign was the brands first major advertising effort since its acquisition by Bacardi Limited in 2004. It consisted of four different print advertisements and three broadcast spots. Creative elements of the campaign capture particular moments, people, places, and events in the lives of Grey Goose consumers revealing their unyielding lifestyle of discerning taste. The theme of the advertising platform supports the brands commitment to represent more than just a spirit, but a luxurious lifestyle brand. The print composites reveals the back stories of Grey Goose drinkers by portraying images ranging from playing golf to a spontaneous late night dinner with friends. These snapshot moments suggest that a Grey Goose drinkers inherent eye for detail leads them to seek refined subtleties in more than just th eir vodka but in all aspects of life (Grey Goose Vodka 2007 Advertising Campaign, 2007). The advertising campaign commenced in conjunction with the U.S. Open Tennis Championships in which Grey Goose was the Proud Promotional Partner of the tournament. The advertisements surrounded broadcast coverage on the USA Network and appeared on target outlets such as the Golf Channel, ESPN, and HD Networks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and Wine Spectator (Grey Goose Vodka 2007 Advertising Campaign, 2007). 4.3 SKYY SKYY is one of the fastest growing spirits globally and the leading domestic super premium vodka in the United States (Baker Hearn, 2005). The brand was launched in 1992 by Skyy Spirits, LLC who is the US-based wholly owned subsidiary of Gruppo Campari (Milan: CPR.MI) and the definitive marketer and distributor of super-premium and luxury spirits brands in North America. It had 4.6% U.S. share. Skyy vodkas highest quality and ultimate smoothness are perceived by consumers due to the state-of-the-art process of quadruple distillation and triple filtration (2005). According to the good design of its distinctive cobalt blue bottle and award-winning marketing communications, SKYY is synonymous with quality, sophistication, and style (2005). SKYY Vodka let the worlds most accomplished and controversial photographers interpret the brands sexy image in bold and daring fashion (Press Release: Skyy Spirits Unveils Sexiest Ad Campaign in Skyy  ® Vodka History, 2010). In 2007, SKYY looked to acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful, tantalizing images that captured the essence of cocktail glamour and the jet set lifestyle which would constitute its third campaign. The national campaign was named Cocktail Moments and was available for national outdoor, print, and online. Exhibit 6 shows some ads for this campaign. The creative was launched outdoors beginning January 2007 in LA, Chicago, Miami and San Francisco (2010). Magazine insertions start in February of 2007 in men and womens entertainment and lifestyle publications, including ESPN, InStyle, US Weekly and People, as well as on www.SKYY.com. The ads also ran as banner ads on selected websites including ESPN.com, Evite.com, an d Gay.com, starting in mid-February. Due to its bold, sexy imagery, SKYYs ads have become collectible pieces of artwork (2010). 4.4 Stolichnaya Stolichnaya has its origins in the Moscow State Wine Warehouse No. 1 which was opened in 1901 by the authorities to ensure higher quality vodka production (Stolichnaya, 2010). It was the first vodka to be introduced and imported into the USA, in 1972. Stolichnaya was at this time a good choice to the USA-produced vodka brands as it tasted milder due to a more refined distilling process (2010). However, Stolichnayas popularity has been dependent on the political climate between the U.S. and the former USSR. In 2005, Stolichnaya was included in the Pernod Ricard portfolio. Pierre Pringuet, Managing Director of Pernod Ricard said We needed a major vodka to boost and balance our product range. Stolichnaya signalled our first step in the vodka market and we are proud of our achievements in developing this fine brand. But with ABSOLUT, we have now made a giant leap forward! (Pernod Ricard, 2008). Since 2005, sales of Stolichnaya grew up from 2.1 million to 3.4 million cases and it had a 4.2% share. In 2007, the brand received several awards including Best New Product in the U.S. and Best New Event in the UK. Additionally, its benchmark Ultra Premium Stolichnaya Elit also got the highest rating by the U.S. Beverage Tasting Institute (2008). While renovating the brand, Pernod Ricard launched a new advertising campaign for the Stoli family in order to remind consumers to Choose Authenticity on April 9, 2007 (Pernod Ricard USA, LLC., 2007). Exhibit 7 presents ads of this campaign. The campaign debuted in leading U.S. magazines as In Style, Rolling Stone, and GQ in May, 2007. The new campaign was in a visual style and based on a Russian artistic movement called constructivism, that celebrated the strong industrial structures of the early 20th century when there was the creation of Stolichnaya (2007). The campaign depicted positive Russian icons in a proud tone and humorous way. One of the first ad executions headlines was The Mother of all Vodkas, from the Motherland of Vodka. The new campaign was developed according to two findings of research that: first, that the remarkable history of Stoli hadnt been fully told; and second, that authenticity was a critical consideration in the purchasing decisions of sophisticated, young adult consumers at that time (2007). Patrick Piana, Senior Vice President, Marketing, Pernod Ricard USA said: Pernod Ricard has consistently demonstrated its ability to drive brands to achieve their potential, and we are confident that this new Stolichnaya campaign will resonate with the brands core consumers and build on our overall track record of success(2007). However, after the purchase of Absolut was completed, Pernod Ricard ended its agreement with Stoli. William Grant Sons USA signed an agreement to distribute Stolichnaya in the U.S. in 2009. 5. Consumer Behavior The comprehensive analysis of vodka by the Beverage Information Group and research by Simmons Market Research Bureau reveal consumer behavior of vodka as follows: Vodka is unlike any other spirit category. The proportion between male vodka consumers and female consumers are fairly equal. Furthermore, it is consumed by all adult age groups (Simmons Market Research Bureau, 2007). Due to universal appeal of vodka coupled with its versatility as a mixer and the cachet high end products, it has continued to attract adult consumers (Beverage Information Group, 2008). Females favor flavored vodkas while males take the lead among several brands-Absolut Kurant, Stoli Citros, Stoli Ohranj and Stoli Cranberi (Simmons Market Research Bureau, 2007). According to Simmons (2007), the older the brand the older the consumer. Stolichnaya drinkers tend to be older than Absolut drinkers. Also, Absolut drinkers tend to be slightly older than Grey Goose consumers. Belvedere scores highest in the 21-to-24 age group among unflavored vodkas. Younger adult consumers tend to be attracted by somewhat sweet flavors-vanilla and raspberry. Whereas older consumers prefer classic cocktails that are savory in nature (Beverage Information Group, 2008). All vodka consumers are moving toward a healthier lifestyle and a greener planet. (Beverage Information Group, 2008). It was found that several marketers are incorporating natural and green elements in their products. This is a trend that is expected to continue (Beverage Information Group, 2008).. Limited edition products that benefit local causes such as Absolut New Orleans and Absolut Los Angeles are another trend that is expected to gain a following (Beverage Information Group, 2008).. Overall, consumers are moving away from sweet cocktails into the savory area. This may not bode well for several flavored vodkas (Beverage Information Group, 2008). Review of publications about vodka brands uncovers that there are some significant factors that enhance customer decision making process when buying vodka as follows: Luxury: By definition, vodka is a clear, tasteless, odourless liquid-meaning that a basic level of quality distilling yields vodka on par with any other. Yet through clever ads and higher pricing, Absolut vodka became the premium vodka over Smirnoff in the 1980s. Then, i n the 1990s, Sidney Frank consciously decided to introduce Grey Goose vodka, which costs 50 percent more than Absolut, with reasoning that people would pay more for a brand they saw as more exclusive, just as they did with Absolut over Smirnoff. Since vodka is one of premium alcoholic drinks, it is considered a kind of luxury items (Rothbaum, 2009). Flavors: Several companies keep introducing more varieties for customers to choose from, this strategy has proven to be quite successful. Also, the U.S. is the worlds biggest market for flavored vodka and a new flavour can drive sales. For example, in the summer of 2007, Finlandia introduced grapefruit flavored vodka. The vodkas popularity has been so great that it has increased the brands overall sales of flavored vodkas by almost 10% (2009). Thus, there are still room for competition in the vodka category. Store shelves are now packed with new flavours and brand extensions from numerous well-established brands (2009). Price: Setting an inviting price to attract consumers seems to be successful for some brand vodkas like Smirnoff. For example, Smirnoff posted a 4.0% gain in 2008 and making it the top-selling spirit in the U.S., leveraging its rainbow of flavors as well as its inviting price (2009). This pricing strategy must be employed carefully for luxury goods like vodka, since consumers still perceive that Vodka should not be cheap. It is not a product of first necessity. Even though higher-priced brands are seeing slower growth, consumers are still spending a lot of money to purchase these prestigious brands. Reference Group: Vodka consumers use reference groups such as co-workers, friends, and family as a guide to select a brand, since vodka is a product that can be shared in social occasions and consumers tend to please all of those groups when they gather. Thus, group situations constitute their purchase decisions. Packaging: Packaging has always played an important role in developing brand image, and the vodka industry is not exceptional. According to Adam Rosen, the brand manager of Wyborowa Vodka, the vodka industry is much more image conscious than other liquors (Labbrand Consulting Co., Ltd., 2009). In addition to ingredients and taste, packing is another factor influencing vodka drinkers buying decision- the vodka they choose should make a statement to others. Thus, the bottle design should display sophistication and class. For example, Svedkas new bottle reflects their cheap chic positioning, allowing consumers to purchase a premium vodka at a competitive price (2009). This should appeal to hip night life lovers, but not older customers accustomed to having a casual drink at home. It was found that the older audience will appreciate a classic bottle design that looks nice in their alcohol cabinet (2009). As Svedka hasnt redesigned their bottle for over 10 years, the repeat customers like ly have a strong connection to the old brand image (2009). In short, packing can influence decisions made through constructive process at the time of purchase. 6. History of Brand Advertising Absolut Vodka has become famous mainly due to its advertising campaigns. The shape of the bottle of Absolut vodka is very unique and is emphasized in all their advertisements. For about 25 years, the focus on the product has been the main theme in advertisements for Absolut Vodka. They ran campaigns of humor featuring their unique bottle. It is the unique advertising campaigns that have made Absolut a popular brand going up to the heights of Coke and Nike. In 1981 they started the Absolut ________ campaign. Absolut Perfection which was created in 1981 was the first advertisement and it is still popular today. They had clever concepts like Absolut L.A. which showed a swimming pool shaped like a bottle or Absolut Warhol which showed the painting of a bottle by the artist. One of their popular ads is the Absolut London', which shows the door of 10 Downing Street resembling an Absolut bottle. In a 1988 feature of a playboy magazine they showed a bottle like a model and this ad was called Absolut Centerfold. Then there were issues Absolut Disco (2007) related to dance music in 2008 Absolut Masquerade under the theme Every night is a masquerade and in 2009 the Absolut Rock Edition as a tribute to rock and roll. They wanted to end this campaign in 1997 with the launch of an offbeat bottle campaign on April fools day and it was very popular. But it took 9 more years to come up with a different campaign due to its limited advertising budget. Th e Absolut ____ campaign enabled the brand to become the best-selling imported vodka in the United States as sales rose from 20,000 cases in 1981 to almost 5 million in 2007. In January 2006 they started a campaign called The Absolut Vodka which had a theme on the pun between the brand name and the word absolute. This multimedia campaign demonstrates the headship of Absolut Vodka as The Absolut Vodka and observes other classics that are absolutes in our culture. This campaign is an evolution of the brands iconic, 25-year-old advertising and one that underscores the brands marketing ingenuity and continuous creativity. This campaign was broadcasted on television in the United States. The campaign also featured online and print executions. The new execution was built on the brands existing campaigns. The broadcast depicts a collage of absolute moments and icons that bases modern culture. Pictures include The Absolut Morale Booster (Marilyn Monroe singing for U.S. troops) and The Absolut Road Trip (first manned trip to the moon). The print advertisement features an Absolut Vodka bottle levitating over a color-block table with copy that reads The Absolut Vodk a the image connotes an exclamation point. The print ad shows the genuinity of Absolut Vodka and conveys only one message that Absolut is The Absolut Vodka. The Absolut Vodka campaign targeted a new and increasing group of vodka drinkers in the United States. The broadcast is very interactive and is aimed at capturing in-the-know customers. The Absolut Vodka campaign was created by TBWA/Chiat/Day, the advertising agency of record for Absolut VODKA. 7. The In an Absolut World Campaign In 2007, Absolut Vodka began its In An Absolut World campaign in which the company posted various, often fanciful scenarios of what the target audience might think would constitute a perfect, or Absolut, reality. The campaign was handled by TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group. The In An Absolut World would elicit varying opinions and points of view of customers. It is designed to be an inspiring, humorous, and thought-provoking integrated campaign about what an Absolut World might look like and to initiate a discussion about both universal and everyday subjects, as well as to challenge consumers to express their own visions of the world. Its advertising campaign invites consumers to visualize a world that appeals to them one they feel may be more idealized or one that may be a bit fantastic. The campaign includes commercials and video clips as well as online ads, print ads, billboards and event marketing. Drinkers were invited to imbibe In An Absolut World, a fanciful, even surreal, place where common sense prevails and just deserts are always on the menu. For example, on planet Absolut, men can get pregnant, and lying leaders are exposed by their Pinocchio noses. In fact, Absolut was confronting the same problems as other market-leading brands in that everybody knows who they are, but what are they known for? Thus, The goal is to encourage a dialogue between customers and the brand. The ads proclaim, This is Absoluts view of the world; you respond, you react. Absolut ads aimed at minority consumers will also begin to feature the Absolut World theme. 7.1 Probable Marketing Objectives Since from 2003 to 2007 over 240 new brands of vodka came and many companies started focusing on the ultra-premium category, the marketing objectives of the In an Absolut World include robusting sales growth and re-establishing and re-cementing the Absoluts position in the vodka category in an extremely competitive environment. 7.2 Probable Communication/ Advertising Objectives The main communication of the In an Absolut World campaign is to provide the customers with an opportunity to interact, get involved and associated with the brand, since its customer survey found that the previous one never provided the opportunities for customers to interact and get involved with the brand. Furthermore, the campaign aimed at depicting that Absolut Vodka has a class of its own or a world of its own implicating that it is different and better than other brands. The idea is that Absolut Vodka is the quintessential vodka, the true vodka, and the standard by which you judge other things. 7.3 Target Market The target audience is 23 34 year urbanites. 7.4 Positioning Statement To inform urbanites that Absolut Vodka is the quintessential vodka, the true vodka, the standard by which consumers judge other Vodkas. 7.5 Creative Strategy The In an Absolut World advertising campaign requires that consumers imagine a world that appeals to them, something like a perfect world or a fantastic world, thus bringing about different opinions and points of view. Also it needs to these ads in countries worldwide with varying themes relevant to their region. 7.6 Creative Execution To achieve the creative strategy, they decided not only to show what an ABSOLUT WORLD looks like, but also to give consumers the chance to experience it in their daily lives. The idea was to publish the perfect newspaper and distribute it for free, with real editorial content that was entirely positive and interesting to read. Another idea was to perfect a taxi ride by supplying a fleet of free-of-charge Porsche taxis. The next idea was to make a unique experience at the nearest ATM cash machine by introducing the Happy Hour. 7.7 Media Strategy The campaign would be put in print ads, billboards, TV commercials, video clips as well as online ads (at absolut.com), and event marketing. Absolut turned its website into an online community where visitors can share and discuss their visions of an Absolut World, create and upload images, films, worlds, and sounds, create personal profiles; browse, comment, and develop the visions of others. 8. Evaluation of the In an Absolut World The campaign uses a combination of approaches in the major selling idea between creating a brand image, positioning and inherent drama. Absolut developed its strong, memorable identity through image advertising and positioned itself as the quintessential vodka in the consumers mind. The creative approach used in the campaign is appropriate for the target audience who is 25 34 year urbanites. The message can delivered to the target audience and executed in a combination of imagery and humor. For example, one of the ads shows an expectant couple and the husband is pregnant. Additionally, even though Absolut came up with many ads with different pictures, those ads were able to convey the message to the target audience effectively by using indirect headlines In an Absolut World as creative tactics for printing ads and TV commercials. Also, the message is short, clear, novel, and creative as well as provokes their thoughts. Most of the ads in the campaign use emotional appeal to attract the target audience while others create excitement and provoke thoughts. The ads and some TV commercials try to communicate with the target audience that people wish to see the world in a different manner according what an Absolut World means to them or their perceptions. For example, a TV commercial portrays a higher form of conflict resolution when protestors and police do a pillow war. In addition to creating the brand awareness, the campaign tried to break through the clutter by using both traditional and non-traditional advertising. The campaign has been put in a variety of media and on its Web site. The campaign also achieved one of the communication objectives of the brand is to provide the customers with an opportunity to interact, get involved and associated with the brand. By making the Web site more interactive for customers, Absolut creates a dialogue between the brand and customers and other visitors. Also, Absolut can get their data when those visitors and its customers create personal profile which can be used to develop marketing communications strategy in the future. Moreover, Absolut.com has become an online community where customers and visitors can disc

Mystery and Suspense in Heart of Darkness :: Heart Darkness essays

Mystery and Suspense in Heart of Darkness      Ã‚  Ã‚  Ã‚  Ã‚   It seems like everywhere there is something in life that seems to be left behind.   In the books I read about mystery or suspense, this always seems to be the case in such.   The Heart of Darkness draws me into such depths of suspense and unknown that seem to associate with my life.         Ã‚  Ã‚  Ã‚  Ã‚   This whole book is full of mysteries.   Marlow has a heart that is full of mystery when he is stuck in Africa, and looking for a man named Kurtz.   Marlow is waiting, he learns about where the place is at, what could be coming ahead. Maybe he was just acquiring some ideas of what was ahead, or who he would be working with.   Why is all this senselessness happening around him?         Ã‚  Ã‚  Ã‚  Ã‚   Marlow is enthralled with mystery.   You wouldn't think that somebody would be simply crazy to go and take a trip down the Congo river.   He has heard some aspects about the place, and the way it seems to suck the visitors in.   All the people getting diseases.   One would go insane there, so why?   Why would he want to go do this?   Again, it's full of mystery, and that makes an interesting book.         Ã‚  Ã‚  Ã‚  Ã‚   Kurtz, with this person, I can not express how much mystery applies to him and his personality.   People haven't heard from him for quite a long time, because he is up the river from the station where Marlow is at.   People are wanting the boss, and they're getting restless.   Is Kurtz, sick?   Could one of these people get a new promotion in their job?   The people don't want Marlow to go explore up the river a ways and kind Kurtz, suppling him with help that he might need.   And yet, Marlow needs Kurtz.         Ã‚  Ã‚  Ã‚  Ã‚   Yet, there is the mystery of the Congo river.   It has a way with the people that come into it and try to explore it's orgins.   It seems to drag you in, and not let you go.   All of this, because they were curious and brave.   But not all brave men will make it through this jungle that the Congo river lays on.

red scare :: essays research papers

The war was over. The last cry of help had been heard and peace was supposedly coming to the United States. But everyone was wrong. An ideological war which prompted mass paranoia known as the Red Scare had spread through the US. It began in 1919 and ended in 1921. Red Scare was the label given to the actions of legislation, the race riots, and the hatred and persecution of "subversives" and conscientious objectors during that period of time. At the heart of the Red Scare was the conscription law of May 18, 1917, which was put during World War I in order for the armed forces to be able to conscript more Americans. This caused many problems in the recollection of soldiers for the war. For one to claim that status, one had to be a member of a "well-recognized" religious organization which forbade their members to participation in war. As a result of such unyielding legislation, 20,000 conscientious objectors were inducted into the armed forces. Out of these 20,000, 16,000 changed their minds when they reached military camps, 1300 went to non-combat units, 1200 gained furloughs to do farm work, and 100 of these, 450 went to prison. However, these numbers are small in comparison with the 170,000 draft dodgers and 2,810,296 men who were inducted into the armed forces. Objectors were targeted in the Red Scare after the war. They were condemned as cowards, pro-German socialists, also they were also accused of spreading propaganda throughout the United States. Many organizations stood up for the rights of the objectors. One was the National Civil Liberties Bureau, which would later be renamed the American Civil Liberties Union. The ACLU gained a reputation for helping people with liberal cases who were too poor to pay for their own representation in court. After the real war ended in 1918, the ideological war, turned against conscientious objectors and other radical minorities such as Wobblies, who were members of the Industrial Workers of the World (IWW), and also Socialists. It was thought that the Wobblies and the Socialists were trying to overthrow the United States government. Wobblies, were persecuted against for speaking out against the capitalist system. Most of what they said, was only to attract attention, but it was taken seriously by the government. From the very beginning of the Red Scare, the Wobblies attacked by the government, because they were a symbol of radicalism.