Can Biodiversity loss be the downfall of an ecosystem and human well be

People often say Why should I care if a species goes extinct? Its not essential to my daily life. tho what use are humans, really? We waste a lot of resources and have managed to damage the ecosystem without a second thought. Eliminating species to extinction, destroying plants and trees a critical part of human upbeat and organisms in an ecosystem leading to tremendous consequences. Organisms depend on each other for survival and the loss of matchless species can greatly alter the balance of an ecosystem as a whole, as seen in the Yellowstone National Park ecosystem. Gray wolves were poached to extinction from Yellowstone during the early twentieth century, then were reintroduced to restore a complete regimen web. Researchers, Marshall, Hobbs and Cooper the authors of Stream hydrology limits recovery of riparian ecosystems after wolf reintroduction suggested excessive browsing of willows by moose after wolves were gone was implicated in the slice of beavers from stream s. Furthermore, when the gray wolves disappeared the willows were terminated by elk glazing and with no willows to slow stream flow, creeks flowed faster and beavers prefer slow-moving water, so they disappeared as well. In lendition, when the wolves were reintroduced they hunted elk and brought down numbers of these. But, removing elk glazing wasnt enough for the willows, needing slow streams created by beavers allowing more willows to grow. Alan Tessier, program director in the National Science Foundations Division of Environmental biota whom funded the concludes the research illustrates the value of long-term ecological experiments to understanding how species interactions cascade through food webs to determine ecosystem resilience. Theref... ...vores, meaning no food for carnivores, meaning a lot quicker extinction of all life. In conclusion, losing even a small strand in the web of life contributes to the unraveling of our planets sustainability, and that makes a differenc e to each one of us. Works CitedMarshall Kristen N, Hobbs N. Thompson and Copper David J. Stream hydrology limits recoveryof riparian ecosystems after wolf reintroduction. Proceedings of the Royal Society B Biological Sciences. Vol. 280. (2013).Traditional Medicine. (2003) origination Heath Organization. Web. 11 Mar 2014. Facts and figures on biodiversity. (2012) The International Union for Conservation of Nature. Web. 11 Mar 2014. Chivian, Eric and Bernstein, Aaron. Sustaining Life How Our Health Depends On Biodiversity. 2008. Print.How much do oceans add to worlds oxygen?. (2013) Earth sky. Web. 11 Mar 2014.

Computers and the Film Industry Essay -- Computer Generated Images CGI

Computers and the Film IndustryComputer technology invades the movie house industry. The worldly concern of computers perk up aided in the production of genres of film ranging from action movie special effects, to cartoon animation and claymation. Computer Generated Imagery, better known as CGI, assists filmmakers in many ways. An image can be made two-dimensional from a three-dimensional scene, camera angles can be altered to make a theatrical role seem larger and thus more important than its surrounding bodies, and colors can be brightened or neutralized, among other things (Parsons, Oja 1). Without the aid of computers, movies would not have the tycoon to be what they are today. The demand for the manual animation technique known as in-betweening, where an artist draws hundreds of images to produce the idea of motion, takes countless hours and requires the dedication of an artists full time. With the aid of computers, images are generated at face paces and movement can b e altered with the click of a mouse. Thus, those hired to do such jobs have the opportunity to better the product with far less time and frustration.Like in-betweening, morphing, another film technique, requires long hours and hard work. Unlike in-betweening, which can be through with(p) without the aid of a computer, morphing is a special effect that is unable to be produced without one. It consists of filming a beginning and ending shots and the middle is left for the computer to generate. notwithstanding the aid of the computer, this process is still quite complex. Short scenes can take a year to morph, but the end product may make all told the difference for the enjoyment of the film.Computers are not only used for animation techniques and special effects, they are used... ...n able to reach otherwise. With unlimited possibilities and the creative minds in the world, the film industry is likely to consider seeing drastic changes. Like the world has in the past, people s likes and dislikes will change with the ever-changing technological world. What we enjoy as a society in 2005 is likely to be considered as bland as we consider the black and white silent films, in the years to come. Works CitedDirks, Tim. Landmarks in Classic Hollywood/American Films. The Greatest Films. 1996-2005. www.filmsite.org MacNeil-Lehrer Productions. 2005. www.pbs.org/newshour Parsons, June Jamrich and Dan Oja. Computers In Context, Film. Computer Concepts. 8th Edition. Course Technology 2006. p.392

karate Essay -- essays research papers

FightingFighting, or kumite, is the freestyle use of moves one has knowing. During this freestyle match, the students may use any technique they have learned in their training for either defensive or offensive purposes. Fighting is involved with probably only 30 % of skill the student has. However, this is a really main(prenominal) part of the whole. As mention earlier, katas help in perfecting the moves and the focus of executing them. On the other hand, fighting employs these moves. Practicing in fighting will aid in the timing and rhythm of the execution of the move. In a kata you have as long as you want to throw individually kick, each block, each punch, and as much time to move into the next stance. During a fight, you must use these moves but timing must be involved as well. If the opposer throws a kick, you must make a decision and quick. You can block the kick, dodge the kick to the left, right, or step back, or you can decide to posture hit. right away no one wants to get hit but if a decision isnt made that will be the result. You must also be fit to react fast enough to the oncoming kick with your decision. If you hesitate on your decision to step to the side, it will be to late and you could be on the scope trying to catch your breath. I know from experience. Well, lets say you have successfully reacted to the kick and blocked it and your done right, wrong usually a skilled fighter wont throw one punch or kick without following it up with 2 or 3 much attacks,... karate Essay -- essays research papers FightingFighting, or kumite, is the freestyle use of moves one has learned. During this freestyle match, the students may use any technique they have learned in their training for either defensive or offensive purposes. Fighting is involved with probably only 30 % of skill the student has. However, this is a very important part of the whole. As mention earlier, katas help in perfecting the moves and the focus of executing t hem. On the other hand, fighting employs these moves. Practicing in fighting will assist in the timing and rhythm of the execution of the move. In a kata you have as long as you want to throw each kick, each block, each punch, and as much time to move into the next stance. During a fight, you must use these moves but timing must be involved as well. If the opponent throws a kick, you must make a decision and quick. You can block the kick, dodge the kick to the left, right, or step back, or you can decide to get hit. Now no one wants to get hit but if a decision isnt made that will be the result. You must also be able to react fast enough to the oncoming kick with your decision. If you hesitate on your decision to step to the side, it will be to late and you could be on the ground trying to catch your breath. I know from experience. Well, lets say you have successfully reacted to the kick and blocked it and your done right, wrong Usually a skilled fighter wont throw one punch or kick without following it up with 2 or 3 more attacks,...

Essay --

1.1Background historyComposite material is a multiphase materials which sack be obtained through the artificial combination of two or more diametrical materials to attain the properties that the individual components by themselves cannot attain. Composite materials can modify for numerous properties by appropriately choosing their components, proportions, distributions, morphologies and degrees of crystallinity, crystallographic textures, structure and the composition of the interface between components. Due to this properties the multiform materials can be designed to satisfy the needs of technologies relating to the aerospace, automobile, electronics, construction, energy, biomedical and early(a) industries. Therefore, building complex materials has been used most as a commercial engineering materials 1.There are some type of composites that can be classified jibe to the matrix material such as a polymer matrix composite (PMC), a surface matrix composite (MMC), and a cerami c matrix composite (CMC). Besides that, the composite also can be categorized according to the shape of the filler or the reinforcement for example a composite that has a particles as a filler is called a particulate composite and a composite with fibers is called fibrous composite 1. Metal matrix composite (MMC) is a composite that contains continuous metallic matrix and a few percent of the material by volume represent the reinforcement 2. The MMC offers some unique mechanical properties such as low density, high strength, and high stiffness, high wear resistance and other attractive properties. It also can offers the properties that are exceptional compared with those of whatever unreinforced alloys 2. The metal matrix composites also can be classified in diffe... ...Al2O3 particles uniformly in aluminum matrix and for its ability to fabricate the material into almost any shape 3.1.3Objectives1.3.1To fabricate alumina particle reinforced aluminum metal matrix composite by using powder metallurgy technique.1.3.2To go over the effect of different weight percentage of alumina particle on physical and mechanical properties of aluminum metal matrix composite.1.4Scope of studyThe aim of this project is to investigate the effect of different reinforcement weight percentage (0wt%, 5wt%, 10wt%, 20wt% and 30wt%) of alumina particle on aluminum metal matrix composite. The composite will fabricate by using powder metallurgy technique which include mixing, compaction and sintering process. The testing involves in this project is microstructural analysis, density, porosity, hardness and coefficient thermal expansion (CTE).

Gregory Howard Williams Life on the Color Line Essay -- Williams Life

Gregory Howard Williams Life on the Color Line Life on the Color Line is a powerful tale of a young mans struggle to reach adulthood, written by Gregory Howard Williams - one that emphasizes, by daily grapples with personal turmoil, the absurdity of race as a social invention. Williams describes in heart wrenching detail the privations he and his brother endured when they were forced to remove themselves from a life of White privilege in Virginia to one where survival in Muncie, Indiana meant learning quickly the cold hard facts of being Black in skin that appeared to be White. This powerful memoir is a testament to the authorisation love and determination that skunk be exhibited despite being on the cusp of a nations racial conflicts and confusions, one that lifts a young person in a higher place crushing social limitations and turns oppression into opportunity. Williams is defiantly a man of two worlds. In one world he had promise and comfort, in the other he lived in deprivatio n and repression where one had to work in order to just survive. Williamss recollection of his ?life on the color line? is a unique recommendation of the life of an individual who has walked in both the shoes of a White man and then those of a Black man. His story provides examples of real life experiences and events that can further the research of social psychologists by offering insight into the understanding of many social psychological theories and concepts, such as modern racism, in-group favouritism and bridle bias just to name a few.From beginning to end the reader is bombarded with all kinds of racism and discrimination described in horrific detail by the author. His move from Virginia to Indiana opened a door to endless threats of violence and ridicule directed towards him because of his racial background. For example, Williams encountered a form of racism known as modern racism as a student at Garfield Elementary School. He was up to win an academic achievement prize, y et had no air of actually winning the award because ?The prize did not go to Negroes. Just like in Louisville, there were things and places for whites only? (Williams, 126). This form of prejudice is known as modern racism because the prejudice surfaces in a subtle, safe and socially acceptable way that is easy to rationalize. Another form of racism experienced by the author is blatant racism whi... ...Williams had been White.Ingroup favoritism is the tendency to discriminate in support of an ingroup over members of the outgroup. The author experienced ingroup favoritism when the coach of his basketball team decided to drop Williams from the varsity team in order to replace him with a white, B-team player who was not as comfortably developed a basketball player as Williams. Many of the stereotypes we encounter and hold today were formed because of events in the past(a), which were formed to rationalize and justify past social and political agendas. Many of the stereotypes that w e now hold today were learned long ago and have been passed from one generation to the next. This book has forever inspire me to believe in the value of each child and discourage racist attitudes wherever I encounter them. Gregory Howard Williams encountered many hurdles growing up and successfully defeated them all. He could have easily confirmed the expectations of his negative peers and developed into a self-fulfilling prophecy, but instead he chose to shun his stereotypes and triumph over astounding odds. Works CitedWilliams, Gregory Howard. Life on the Color Line. New York Plume Book, 1995.

Gregory Howard Williams Life on the Color Line Essay -- Williams Life

Gregory Howard Williams Life on the Color Line Life on the Color Line is a powerful tale of a young mans struggle to reach adulthood, written by Gregory Howard Williams - mavin that emphasizes, by daily grapples with ad hominem turmoil, the absurdity of race as a societal invention. Williams describes in heart wrenching detail the privations he and his brother endured when they were forced to remove themselves from a vitality of White privilege in Virginia to one where survival in Muncie, Indiana meant learning quickly the cold hard facts of being Black in peel that appeared to be White. This powerful memoir is a testament to the potential love and determination that can be exhibited despite being on the cusp of a nations racial conflicts and confusions, one that lifts a young person above crushing social limitations and turns oppression into opportunity. Williams is defiantly a man of two worlds. In one world he had promise and comfort, in the other he lived in deprivation and repression where one had to work in run to just survive. Williamss recollection of his ? life on the color line? is a unique testimonial of the life of an individual who has walked in both the shoes of a White man and hence those of a Black man. His story provides examples of real life experiences and events that can further the research of social psychologists by offering insight into the understanding of many social psychological theories and concepts, such as modern racialism, in-group favoritism and confirmation bias just to name a few.From beginning to end the reader is bombarded with all kinds of racism and discrimination described in horrific detail by the author. His move from Virginia to Indiana opened a door to endless threats of violence and ridicule order towards him because of his racial background. For example, Williams encountered a form of racism known as modern racism as a student at Garfield Elementary School. He was up to win an academic achievement prize, yet had no management of actually winning the award because ?The prize did not go to Negroes. Just like in Louisville, there were things and places for whites only? (Williams, 126). This form of prejudice is known as modern racism because the prejudice surfaces in a subtle, safe and socially acceptable way that is easy to rationalize. Another form of racism experienced by the author is blatant racism whi... ...Williams had been White.Ingroup favoritism is the tendency to discriminate in reinforcing stimulus of an ingroup over members of the outgroup. The author experienced ingroup favoritism when the coach of his basketball team decided to drop Williams from the varsity team in order to replace him with a white, B-team player who was not as well developed a basketball player as Williams. Many of the stereotypes we encounter and hold straight off were formed because of events in the past, which were formed to rationalize and justify past social and political agendas. Many of the ster eotypes that we now hold today were learned long agone and have been passed from one generation to the next. This book has forever inspired me to believe in the value of each child and discourage racist attitudes wherever I encounter them. Gregory Howard Williams encountered many hurdles growing up and successfully defeated them all. He could have easily confirmed the expectations of his negative peers and developed into a self-fulfilling prophecy, further instead he chose to shun his stereotypes and triumph over incredible odds. Works CitedWilliams, Gregory Howard. Life on the Color Line. New York Plume Book, 1995.

Foundation by Isaac Asimov Essay

founding is the first novel in Isaac Asimovs floor Trilogy (later dramatizeed into The Foundation Series). Foundation is a collection of five short stories, which were first published together as a book by gnome Press in 1951 which, together, form a single plot. Foundation saw multiple publicationsit also appeared in 1955 as part of Ace Double D-110 chthonian the title The 1,000-Year Plan. Four of the stories were originally published inAstounding Magazine (with different titles) between 1942 and 1944, and the fifth was added when they first appeared in book form. A further dickens books of short stories were published shortly after, and decades later, Asimov wrote two further sequel novels and two prequels. Later writers have added authorized tales to the series. The Foundation Series is often regarded as unrivalled of Isaac Asimovs best works, on with his Robot series.Plot summaryFoundation tells the story of a group of scientists who seek to preserve knowledge as the civil izations roughly them begin to regress. The Psychohistorians(0 F.E.) (First published as the book edition in 1951)Set in the year 0 F.E., The Psychohistorians opens on Trantor, the capital of the 12,000-year-old Galactic Empire. Though the conglomerate appears stable and postful, it is slowly decaying in ways that parallel the decline of the Western Roman Empire. Hari Seldon, a mathematician and psychologist, has developed psychohistory, a new field of science and psychological science that equates all possibilities in large societies to mathematics, allowing for the prediction of future events. Using psychohistory, Seldon has discovered the declining nature of the Empire, angering the aristocratic members of the Committee of Public Safety, the de facto formulas of the Empire. The Committee considers Seldons views and statements treasonous, and he is arrested along with young mathematician Gaal Dornick, who has arrived on Trantor to meet Seldon.Seldon is tried by the Committee a nd defends his beliefs, explaining his theories and predictions, including his belief that the Empire leave alone collapse in 500 years and enter a 30,000-year dark age, to the Committees members. He informs the Committee that an alternative to this future is attainable, and explains to them that creating a compendium of all human knowledge, the cyclopedia Galactica, would non avert the ineluctable fall of the Empire but would reduce the dark age to one millennium. The skeptical Committee, not wanting to make Seldon a martyr, offers him exile to a removed(p) world, Terminus, with others who could help him create the cyclopedia. He accepts their offer, prepares for the departure of the Encyclopedists and receives an imperial decree officially acknowledging his marchs.The Encyclopedists(50 F.E.) (published May 1942 as Foundation)Set in 50 F.E., The Encyclopedists begins on Terminus, which has no mineral resources but one region suitable for the development of large city, named Te rminus urban center. The colony of professionals, devoted to the creation of the Encyclopedia, is managed by the mount up of Trustees of the Encyclopedia Galactica Foundation, undisturbed solely of scientists. The affairs of Terminus City itself are handled by the citys whitethornor, Salvor Hardin, who is virtually powerless due to the influence of the Board of Trustees. However, Hardin does not accept the status quo, which he believes puts Terminus in danger of political exploitation by the neighboring prefects of the Empire, which have declared independence and severed butt on with Trantor. Hardin, recognizing the imminent downfall of imperial power due to the loss of the Empires outer most(prenominal) region, decides that the only way to ensure Terminuss proceed survival is to pit the four neighboring kingdoms against one another.Hardin manages to avoid an attempt by the Kingdom of Anacreon to establish military bases on Terminus and to take payoff of nuclear power, which T erminus retains but which the Four Kingdoms do not. Hardin succeeds in diverting Anacreon from its initial goal and furthers his goal of the establishment of a stable political placement on Terminus. Hardins efforts, however, are even-tempered resisted by the Board of Trustees and its chairman, Dr. Louis Pirenne. To remove this obstacle, Hardin and his chief advisor, Yohan lee(prenominal), plan a coup detat designed to remove the Board of Trustees from its politically powerful position on the same day that, in the citys Time Vault, a holographic recording of Hari Seldon is programmed to play. The recording will contain psychohistoric proof of Hardins success or failure Hardin realizes that his coup is a great gamble due to the possible case that his beliefs are antipathetical with Seldons original goals.The next day in the Time Vault the holographic video of Hari Seldon appears. He is in his wheelchair and his voice is old and soft. He reveals that the Encyclopedia Galactica is a distraction intended to make the colonys creation possible. The true purpose of the Foundation is to form one nucleus of a foster Galactic Empire and shorten the predicted period of chaos to a mere thousand years, rather than thirty thousand years. After the video ends, the Board of Trustees admits they were misemploy to Hardin and schedule a meeting to discuss their next action. Hardin smiles, knowing they would be giving orders no longer. Out there in Terminus City Yohan Lees men were already in control. In two days time Anacreon would be landing in force, but that was fine, in six months they would be giving orders no longer as well. Salvor Hardin had guessed the solution, and as Hari Seldon said, it was obvious.The city managers(80 F.E.) (published June 1942 as Bridle and Saddle)Set in 80 F.E., three decades after the events of The Encyclopedists, The Mayors is banding in a time where the Encyclopedia Foundations scientific understanding has pass onn it significant leverag e over the Four Kingdoms, though it is still isolated from the Galactic Empire. Exercising its control over the region through an artificial religion, Scientism, the Foundation shares its technology with the Four Kingdoms while referring to it as ghostlike truth. sustentation technicians comprise Scientisms priesthood, trained on Terminus. A majority of the priests themselves are unaware of the true importance of their religion, referring to advanced technology as holy place food. The religion is not suppressed by the secular elite of the Four Kingdoms, reminscient of Western European rulers of the early medieval period, who use it to consolidate their power over the zealous dregs of the peoples. Salvor Hardin, as Mayor of Terminus City, is the effective ruler of the Foundation, and has been reelected as mayor continuously since his political victory over the Encyclopedia Galactica Board of Trustees.However, his influence is suddenly checked by a new political movement led by cit y councillor Sef Sermak, which encourages direct action against the Four Kingdoms and a cessation of the scientific proselytizing encouraged by Hardins administration. The movement, whose followers refer to themselves as Actionists, is wildly popular, and Hardin is unable to appease Sermak and the Actionist leadership. The kingdom that is most concerning to the Actionists is that of Anacreon, ruled by Prince Regent Wienis and his nephew, the teenaged King Lepold I. Wienis plans to overthrow the Foundations power by launching a direct military rape against Terminus, making use of an abandoned Imperial space cruiser redesigned by Foundation experts to fit the needs of the elite Anacreonian navy.However, Hardin orders several enigmatical proficient devices to be incorporated into the ships design prior to its completion. Wienis plans to launch his offensive on the night of his nephews coronation as king and sole ruler of Anacreon. Hardin attends the coronation ceremony and is arrest ed, but has arranged with Anacreonian High Priest Poly Verisof, who is aware of the true nature of Scientism, to foster a popular uprising against Wienis. Convincing the Anacreonian populace that an assault against the Foundation and Terminus is blasphemous, Verisof leads an infuriated mob to the royal palace and surrounds it, demanding Hardins release. Meanwhile, the crew of the space cruiser mutinies against its commander, Admiral Prince Lefkin, Wieniss son. Lefkin confronts the mutineers and, captured, is forced to broadcast a message to Anacreon demanding Wieniss arrest and threatening a bombardment of the royal palace if that and other demands are not met.Wienis, maddened by his failure, orders Hardins execution, but his royal guardsmen refuse to obey him. Attempting and failing, due to a protective energy field, to kill Hardin personally, Wienis commits suicide. Hardin is proven correct again upon his return to Terminus City by another Seldon recording, set to play at this da te. Though Actionists continue to hold a significant amount of power, an attempt to imp to each one the mayor fails and his popularity is re-create among the citys residents. It is also confirmed by Hari Seldon that the Foundations immediate neighbors, the Four Kingdoms, will now be virtually powerless and incompetent of resisting Scientisms advance.The Traders(About 135 F.E.) (published October 1944 as The Wedge)The events of The Traders are set around 135 F.E., at a time during which the Foundation has expanded greatly and has displace out officially sanctioned Traders to exchange technology with neighboring planets for what amounts to greater political and economic power. Master Trader Eskel Gorov, also an agent of the Foundation government, has travelled to the worlds of Askone, where he hopes to trade nucleics. Gorov, however, is met with resistance by Askones governing Elders due to traditional taboos that effectively ban advanced technology. Gorov is imprisoned and sentence d to death the Elders refuse Foundation requests for clemency. Trader Linmar Ponyets is ordered by the Foundation to try and negotiate with the Elders, and travels to the central Askonian planet. Ponyets meets with the Elders megabyte Master and deduces that, though he is determined to have Gorov executed, he may be willing to exchange the captive for a suitable bribe, which Ponyets realizes would be a sum of gold.Ponyets clumsily fashions a transmuter that will convert iron into gold. The wondrous Master informs Ponyets that others who have attempted this have failed and have been punished with execution for both their attempt and for their failure Ponyets succeeds and convinces the Grand Master that the gold is appropriate for Askonian religious decoration, which pleases the Elders. Councilor Pherl, the Grand Masters protg, appears to be wary of Ponyets. Meeting with the Councilor, Ponyets discovers that Pherl is instead quite willing to work with him, if only due to the chances of eventually attaining the Grand Mastership himself.Pherl, from a different ethnic background than traditional Grand Masters and a young man, believes that a stable supply of gold will be able to dramatically increase his power, and Ponyets provides him with the transmuter. It appears that the friendly Pherl will ascend to the Grand Mastership, while Gorov is released quickly. Ponyets discusses his success with Gorov, who criticizes his techniques due to what he perceives as Ponyetss lack of morality. Ponyets replies by reminding Gorov of an alleged statement made by Salvor Hardin Never let your sense of morals prevent you from doing what is rightThe Merchant Princes(About 155 F.E.) (published August 1944 as The Big and the Little) Set around 155 F.E., The Merchant Princes takes places against the backdrop of a powerful Foundation, which has subjugated the neighboring Four Kingdoms and expanded its commercial and technological empire throughout numerous stellar systems. However, it continues to meet resistance, and three Foundation vessels have vanished near the planets of the Republic of Korell, a nation suspected of independent technological development. Master Trader Hober Mallow is assigned to deal with Korell and also to investigate their technological developments and find the missing ships. Those who have assigned this mission to Mallow, Foreign Secretary Publius Manlio and the Mayors secretary, Jorane Sutt, believe that a Seldon Crisis is underway they fear that domestic tensions caused by the great autonomy given to Traders and shaky foreign relations may give rise to a nuclear conflict involving the Foundation. Sutt and Manlio, believing that they can weaken the Traders by staging an embarrassing diplomatic incident, plant an agent aboard Mallows ship.The agent, a respected Trader, invites a Foundation missionary onto the ship once it reaches Korell. Such missionaries are forbidden to enter Korell, and an angry mob immediately surrounds the ship, demanding the missionary. This quick response in a remote location arouses Mallows suspicions, and Mallow gives the missionary to the mob, despite the frantic intervention of the agent. Later, Mallow meets with Korells authoritarian ruler, Commdor Asper Argo, who appears friendly and welcomes Foundation technological gifts. Argo refuses to allow Scientism on Korell, and Mallow agrees not to encourage missionary work in the Republic. Mallow is invited to tour a steel foundry belonging to Korells government, where he notes guards carrying nuclear handguns. He is surprised to discover that these weapons bear the markings of the Galactic Empire, which the Foundation assumes has fallen by this time.Mallows discoveries lead him to believe that the Empire may be attempting to expand into the Periphery again, and has been providing weapons to client states such as Korell. Leaving the Republic and his ship, he journeys alone to the planet Siwenna, which he believes may be the capital of an Imperial province. He finds Siwenna a desolate and sad place, and meets the impoverished patrician Onum Barr in the latters isolated mansion, which is slowly crumbling. Barr, a former provincial senator and a star(p) citizen, had served in the Imperial government on Siwenna during a fairly stable time several decades earlier, before a series of corrupt and ambitious viceroys who each harbored dreams of becoming Emperor. After the previous viceroy rebelled against the Emperor, Barr participated in a revolution that overthrew the viceroy.However, the Imperial fleet also sent to remove the viceroy wanted to charm a rebellious province even if it was no longer in rebellion, and began a massacre that claimed the lives of all but one of Barrs children. Mallow is tried for performance upon his return to Terminus, due to turning over the Foundation missionary to the mob. However, he is able to convince the court that the missionary was in fact a Korellian secret policeman who played a p art in the conspiracy against the Traders manufactured by Sutt and Manlio.Acquitted, Mallow is received with delight by the population of Terminus, which will almost doubtless select him as Mayor in the elections scheduled to take place in the following year. To prepare for the election, Mallow engineers the arrest of Sutt and Manlio, and eventually takes office. However, he is soon approach with tensions between the Foundation and Korell, which declares war on the Foundation, using its powerful Imperial flotilla to attack Foundation ships. Instead of counterattacking, Mallow takes no action, waiting until the lack of Foundation goods forces Korell to surrender.

Rational Approach of Organizational Change Essay

Committee unanimously approved a financial fair lean concept for the games well-being in September 2009 and on 27 May 2010 approved the UEFA Club Licensing and monetary Fair Play Regulations magnetic declination 2010, in the presence and with the full support of the European Club Association chairman, Karl-Heinz Rummenigge. The concept, which has been supported by everyone around football, looks at the long as well as short-term health of social club football and individual clubs.In particular, the objectives aim to introduce more discipline within club finances and encourage responsible for(p) spending and investment. Financial fair play is a key point in the 11 values of the UEFA president presented at the UEFA Congress in Copenhagen in March 2009. Despite a background of huge and increasing public and commercial interest in European club football over the exist decade, many clubs across Europe ar in poor financial health, struggling to meet their financial responsibilities and commitments, and reporting repeated financial losses.UEFA has a handicraft to consider the dodgeic environment of European club football in which individual clubs compete, in particular, the wider inflationary impact of clubs spending on salaries and player manoeuvre fees and increasing levels of indebtedness across European club football, as the Club Licensing Benchmarking Report shows. Therefore, as requested by and in consultation with the football family, UEFA has aimed to spud sensible and achievable club monitoring requirements to supplement the existing club licensing criteria, in order to safeguard the sustainability of European club football.To supplement and complement the former(prenominal) UEFA Club Licensing Regulations, the UEFA Club Licensing and Financial Fair Play Regulations, comprising both club licensing criteria and club monitoring requirements derived from the financial fair play concept, entered into force on 1 June 2010, with the various financial fa ir play requirements being phased in over a number of seasons. The consistent application of the club licensing criteria by licensors and the monitoring of clubs are overseen by the independent Club Financial Control Panel, which was created in 2009.If a criterion or requirement of the regulations is not fulfilled, appropriate measures will be interpreted against the club by UEFAs independent disciplinary bodies. Potential disciplinary sanctions are the remit of the competent disciplinary bodies that have a palette of sanctions at their disposal including ultimately the exclusion from future UEFA club competitions. Since its creation, the Club Financial Control Panel has referred numerous clubs to UEFAs disciplinary bodies for both club licensing and club monitoring breaches.Of course many people also believe that the dream of Michel Platini for competitive but healthy football for all the 660 football teams under UEFAs jurisdiction will fail. But taking into consideration the fact that if the FFP fails the believability of Michel Platini will be harmed the UEFA Club Financial Control Panel are located to help the president of UEFA achieve its dream.The tasks of the independent Club Financial Control Panel to achieve Platinis dream are to ensure that the UEFA club licensing system is applied correctly across all 53 UEFA member associations and that clubs have fulfilled the criteria defined in the UEFA Club Licensing and Financial Fair Play Regulations. As well as conducting and deciding on licensing compliance audits to check the awarding of evidences by the national decision-making bodies and checking that club competition integrity rules have been observed, the Club Financial Control Panel governs the ongoing club monitoring process (financial fair play) after the awarding of licenses.It was introduced at the start of the 2004/05 season with the goal of encouraging European club football to look beyond the short term and consider underlying longer-term obj ectives essential for the games continued good health. It is based on a series of defined quality standards, which each club must accomplish to gain entry to UEFAs club competitions, and on the key principles of transparency, integrity, credibility and capability.The 36 specific criteria of the licensing system can be broken down into five main categories 1) sporting 2) infrastructure 3) personnel 4) legal 5) financial These criteria unquestionable in cooperation with the national associations have helped to improve the credibility of club operations and led to better transparency and governance by clubs and national associations. A license granted to a club by its national association proves that it has achieved a certain quality level.

Toyota vs Honda – Other Financial Analysis

4. Other financial and non-financial analysis This section objective is to compare significant financial and non-financial information and identify risks reported in Toyotas and Hondas 2010 Annual Report, Notes to the Financial Statements, Company Official Websites, Bloomberg and Thompson Reuters which are not reflected in our financial ratio analysis and might have a significant impact in our investment decision making process. Dividends Payments and Dividend Yield Cash dividends per share Year 31/03/2008 31/03/2009 31/03/2010Company Toyota ? 140. 00 ? snow. 00 ? 45. 00 Honda ? 86. 00 ? 63. 00 ? 38. 00 Estimated dividend tax return* % Year 31/03/2008 31/03/2009 31/03/2010 Toyota 2. 82% 3. 18% 1. 20% Honda 3. 02% 2. 74% 1. 15% * A financial ratio that shows how much a play along pays out in dividends each class relative to its share price. The dividend yield is the return on investment for a stock. Toyota has been paying higher dividends per sha re oer the three financial years ended at March, 31st.In addition, the dividend yield calculation shows that Toyota has been providing a higher ROI for its shareholders stocks investment in 2009 and 2010. Contractual Obligations Contractual Obligations* Payments imputable by period (Yen Million) Less than 1 year 1 to 3 years 3 to 5 years 5 years and after fundamental Toyota ? 5,544,923 ? 4,271,809 ? 1,477,862 ? 1,345,294 ? 12,639,888 Honda ? 2,086,970 ? 1,680,539 ? 781,779 ? 135,967 ? 4,685,255 Ratio Toyota over Honda 2. 66 2. 54 1. 9 9. 89 2. 70 * Includes short and long term borrowings, capital and operating leases, interest payments and contributed defined return pension plans. The above mentioned analysis is meant to understand the future obligations Toyota and Honda have in regards to their future earnings. For Example, for every ? 1 million earned in the 2011 financial year by Toyota, the company is committed to pay its contractual oblig ations of ? 266,000, while, for the same ? 1 million Honda 2011 financial year earnings, the company is only committed to pay ? 100,000.This operator that Honda would have more earnings to spare for future business developments and dividend payments. Net Revenue Geographic Segmentation Net Revenues Geographic Segmentation Yen in Millions Toyota % Honda % Japan ? 7,314,813 39% ? 1,577,318 18% North America ? 5,583,228 29% ? 3,736,447 44% Europe ? 2,082,671 11% ? 764,785 9% Asia ? 2,431,648 13% ? 1,543,397 18% Others ? 1,538,613 8% ? 957,227 11% ? 18,950,973 100% ? 8,579,174 100% The table above shows the concentration % of Toyota and Honda Net Revenue by geographical segmentation.Toyota top net revenue segments contribution comes from Japan at 39%, followed by North America 29% and Asia 13% while, Honda top net revenue segments comes from North America 44%, Asia and Japan are tied with 18%. Knowing that Japan was hit by a Tsunami in the first quarter of 2011 in ou r opinion, this natural catastrophic event will adversely coin Toyota net revenue in Japan for the upcoming financial year. This means that Honda overall, will probably have a more stable stream of revenue from the North America and Asia regions to support its operations.

Consider the representation of women in James Bond films

Since 1962, when the initial buck was produced, a total of 22 James get injects puzzle been made. The James trammel franchise has become highly popular and well-known on the whole over the world. Although for each one pack is unique in its own modal value and the storyline differs from film to film, at that place atomic number 18 authorized generic features that deal become things the audience recognises and expects to find in all impound films. These features include gun fights, car chases (usually featuring an Aston Martin), exotic locations, gadgets, villains and become, save certainly not least, girls.All of these things instal up a grade of hold cocktail that the audience of these films has come to love and that has made these films as successful as they are. Umberto Eco described the confiscate narrative as, a series of moves on a chess board, with characters sporting out their usual functions. This refers to how the trammel net films all have same ap p give ups or ingredients and they each have a percentage to play to make up this chemical bond cocktail bid how chess pieces all have different moves they merchant do master(prenominal) make.One of the to the highest degree important of those generic features is the marry girls. perplex girls similarly have certain criteria that the audience expects them to fulfill in the films and they have become famous for. The connotations of the term stick to girls are normally attractive, desirable and intimately available, especially to marry. However, stick to is often seen to use the women as playthings for his delight that he often sleeps with and then discards. They are on a regular basis portrayed as shooting stick withs protection and acting in a sincerely passive and submissive manner towards coalition.However, it is debatable as to whether this is not the case with all women in stay put films and some people believe that some wed women are emancipated and they use wed themselves rather than it being the other way round. The definition of liberated is not bound by traditional or fireual pieces and for this to apply to the egg-producing(prenominal) characters in stick to films they would have to avoid fulfilling their traditional intentions in the films. The traditional role of women would be as housewives that stay at home and do domestic tasks while the men go out to work.In sexual terms women would traditionally get married and settle down and precisely have sexual relations with one man. A big traditional role of women is that they are second to men and men are more than dominant and have forefinger over women. Two perplex films where women play actually large split and are showcased in a number of different ways are, Goldfinger and The World Is not Enough. Goldfinger was first screened in 1964 and was one of the first bewilder films produced at a age when audiences were bonny being introduced to the Bond cocktail and more s pecifically, Bond girls.The story follows Bond as he tries to sp cover the plans of the villain Goldfinger who aims to vitiate all the gold in Fort Knox so that his own gold increases dramatically in value. This would severely damage the world economy and Bond has to blockage Goldfinger from detonating a nu unclouded bomb in order to save the gold. One of the main women in this film is bit many she is a pi carve up employed by Goldfinger that is repeatedly given the job of escorting and taking care of Bond, before switching sides, with Bonds influence, and helping to stop Goldfinger.The other two women that play important parts in the film are sisters, Jill and Tilly Masterson. Jill initially works for Goldfinger, before meeting with Bond and then being dash offed by Goldfinger as punishment. Following this, Tilly attempts to murder Goldfinger for visit that she becomes involved with Bond in the process before besides being killed by Goldfingers henchman, Oddjob. The World Is Not Enough was released almost 40 years by and by in 1999, meaning it was aimed at a more modern audience and this is visible throughout the film.The storyline is similar to that of Goldfinger, as a villain (this clip a man called Renard) is attempting to blow up a stretch of oil pipe line with a nuclear bomb, meaning the only supply of oil nooky come through one pipeline. This pipeline is owned by Elektra King who is initially meant to be innocent and under Bonds protection until it is revealed she is working with Renard. Bond then faces the task of stopping the bomb with the help of a nuclear physicist called Dr. Christmas Jones.Apart from Christmas and Elektra there is one other woman that has a big role in the film and that is M (head of MI6) which contrasts with Goldfinger in which M was a man. In the 1960s the roles of women were changing a lot. During the Second World War women had been given the opportunity to go and do mens get on jobs in occurrenceories as the men were abroad fighting the war. After this women began to move closer to equality with men and they started to have their own freedom. They were no longer and housewives that were inferior to men and this attitude continued into the 1960s.In Goldfinger this is visible because the women in Pussy Galores flying circus are pilots, which is instead a difficult and complicated job. However, there are overly parts of this film that show that women whitethorn not have reached complete equality with men yet, as some of the female characters appear weak both physically and mentally and are left out of important eveningts. Feminism is all roughly recognizing the need for women to have equality with men and feminists work to create that equality.In history there have been three major waves of feminism and one of those took place fluid by and by the Second World War, continuing up until the start of the 60s. This surge in women campaigning for equality worked alongside the incident tha t women had proven themselves in mens jobs during the war and, although some men disliked it, women did make a real large step towards full equality with men. In the 1990s, attitudes towards women had alterationd even more and were real similar to today.Women had equality with men and could pretty overmuch do any job that would have before been seen as a job purely for men. This is shown in The World Is Not Enough where Dr. Christmas Jones is a nuclear physicist which is an extremely hard job and she must be real(prenominal) intelligent to do it. However, some of the Bond girls in the film still seem to just be utilise as sexual objects by Bond and this would suggest they are not fully liberated contempt reaching equality with men. Two key parts of both the films are the opening credits.In Goldfinger images from the film are projected onto the dead body of a woman, who is painted in gold, using multi-layering. The connotations of gold are things like precious and artisticall y-pleasing and this could be a metaphorical symbol for women, as the girl is motionless and very passive so she does appear to be something to be looked at and appreciated visually. Gold is alike a high value commodity that clear be bought and sold and this could also symbolise women being almost like possessions that men outhouse own and that they can be bought and traded.However, the women is also wearing a bikini, which was a fashionable item of clothing in the 60s and could be worn just to emphasise that the woman is to be looked at because it is a very reveal piece of clothing. But, this could also show the liberation of women because it shows the more liberal attitude of the 60s that allowed women to be more open and free sexually. The opening credits in The World Is Not Enough differ slightly from those in Goldfinger as there is now more than one girl and they are cover in oil rather than gold.This shows that the film is more modern, as oil is probably now as, if not more , valuable than gold and this means that it has the same kind of connotations as gold it is very costly and precious. However, these titles contrast to those in Goldfinger because the women are a lot more active and are dancing, still they are dancing in quite a rousing way which could mean the audience is being invited to look at them and admire them, which is similar to Goldfinger.The girls are also wholly naked which represents how women have become even more sexually liberated since Goldfinger and nudity had become more acceptable with the audience. An important part of the titles in The World Is Not Enough is the song and more specifically the lyrics. Firstly, the song is sung by a woman and the notable lyric is, We know when to kiss, we know when to kill. This suggests that women are very smart and devious and can be killers just as easily as they can be lovers, which goes once against the traditional base that they are very affectionate and maternal and not violent at all.This could also be directly linked to the character of Elektra King who uses her body throughout the film to seduce men to get her own way and is also involved with her fathers murder at the start. In Goldfinger, the first female character we meet is a dancer. She is quite attractive and very scantily-clad, which shows she is dressed to be looked at and to entertain the men she is dancing for. This is shown by a high angle camera shot that initially picks her out among the men and they are all tone at her body.When Bond is speaking to his fri turn back he looks over at the dancer and says, I have some unfinished business to attend to. This is quite derogatory because he isnt referring to her as a person, which also suggests she doesnt mean very much to him. The word business is especially important here because he is kind of locution she is like a job that he has to complete and postal code more. When he then goes to see her she is initially naked in the bath and there is a c amera shot of her bare clog, this shows that she is vulnerable and Bond has the power in the situation because he is fully-clothed and standing over her.Then when she goes to kiss Bond he accidentally pokes her with his gun and she jumps back. That incident has a bit of sexual innuendo and when she asks him why he carries it around he jokes that he has an inferiority complex. This is sarcasm because he is actually a confident and dominant man. However, the dancer has actually double-crossed Bond and this is shown when a man walks into attack him when the dancer distracts him with a kiss this is revealed with an extreme close-up of the girls eye, where Bond sees the reflection of the attacker.He then uses her as a shield against the man, which suggests that she didnt mean anything to him and he puts himself before women, although it could just be because he realizes what she has done to him. This shows that Bond was tricked by the girl and she use her body to get to him, but then sh e was also being used by someone else to get to Bond, so she still isnt in picture. Bond seems surprised that she double-crossed him, when he looks at her and says, very shocking. This could suggest that he didnt expect a woman to do that to him and possibly he underestimated her and didnt expect a woman to be that cunning.The next time we see Bond he is again with a woman and this time it is a character called Dink, who is massaging Bond whilst he relaxes on a sun lounger. This suggests that he uses women for pleasure and it is also shown that he has control over her when his friend Felix comes over. He introduces her and then says, Dink say goodbye. This is an imperative, so he is not asking her to do something he is ordering her around. He then says it is man-talk, which shows that women are kept out of matters of business and they are kind of a liability.The way he talks to her with short words in short sentences also suggests that she is not very bright and gives the impres sion men are seen to be more intelligent than women. Finally, he slaps her bottom to dismiss her and that is very disrespectful, but she doesnt argue and just does what he says, so it appears Bond has power over women and can get them to do what he wants. A slightly similar character to Dink in The World Is Not Enough is Doctor Molly Warmflash. She is seduced by Bond when she is giving him a check up and she gives in straight away, saying, youll have to promise to call me this time. This tells us that this has happened before and it appears she cant balk Bond so again he has this kind of power over women and they find him very attractive. However, he is just doing it to get a clean bill of health, so although he may get a bit of enjoyment out of it he is still just using her to get what he wants. The difference is that she is a doctor so she is evidently quite intelligent, but even so she doesnt act professionally and is quite happy to be used by Bond. She is on top of Bond though which is a position of power, but it is still clear that Bond is in control.A complete contrast to the characters of Dink and Doctor Warmflash is the character of gold penny. She appears in both films as she works for MI6, which is quite an important job, and is eternally dressed very respectably. She is also very conservative and holds traditional views and this is shown in Goldfinger when she says, The only gold I know about is that on your third finger. This shows that she obviously thinks marriage is important and she is showing that she is attracted to Bond, but she wants something more than just sex, she wants a graceful relationship.This is shown in The World Is Not Enough when Bond reachers her a cigar and says, You know what you can do with that. This could well be linked to the Bill Clinton sex scandal that had just taken place at the time, in which President Bill Clinton had been accused of having sexual relations, involving a cigar, with a woman in the White Hous e. Money Penny then chucks the cigar in the bin to show that she isnt interested in that kind of a relationship with Bond.So Money Penny is an example of a Bond girl that doesnt get seduced by Bond and is more interested in marriage than just a sexual relationship. However, Bond then doesnt seem very attracted to her which might suggest he isnt interested in settling down and just wants to stick to sleeping with women and then moving on. The next woman that Bond meets in Goldfinger is Jill Masterson. When he first sees her she is helping Goldfinger cheat at cards and she is dressed in a very revealing bikini and is lying in quite an alluring pose.Bond then finds out that she is being paid to be seen with Goldfinger as well when he says, What else does he pay you for? Here he seems to be suggesting that Goldfinger might be paying her for sex which links back to the idea that women could be seen as a possession that can be bought. However, she denies doing anything else and is unders tandably holds no allegiance to Goldfinger because she is then very fickle and changes sides. There are a lot of camera shots on her body during this scene that expose the fact she is only wearing a bikini, so it is again inviting the audience to look at her.She is also very passive and at no point does she give to stop Bond and it is clear he is in complete control over her which is also shown by the fact she is lying down and he is looking for down at her. Then Bond quite clearly looks down her top at her breasts when she leans upwards and she doesnt seem to care, she is quite happy for him to look at her. However, she is then left out of Bonds conversation with Goldfinger, which shows that women are kept out of important affairs. This happens again when Bond receives a phone call in his hotel room and he pushes Jills face out of the way.This is quite disrespectful, but Jill just lies back and doesnt seem to care she is happy to do what Bond wants her to. This gives the impress ion that women are just seen as something to give Bond pleasure and when it comes to matters of business he sees Jill as a bit of an annoyance. They are then fully-clothed in bed which is testament to the fact that full nudity was not acceptable in films at the time. Bond is then knocked out and he finds Jill lying naked on the bed covered in gold paint. She has been murdered and yet she is glamourised in her closing as she is covered in gold.Bond is extremely business like about her death and shows very little emotion despite the fact that it was partially his fault. After this he just moves on and appears to forget Jill completely, which supports the idea that Bond looks to girls purely for pleasure and then is happy to discard them afterwards. In the most recent Bond film, The Quantum of Solace, there a girl called Agent Fields that dies in a similar fashion. However, she is covered in oil instead of gold, and although oil is valuable it isnt at all glamorous and the black colou r actually symbolises fear and death.There is also a shot of Jill Masterson in Goldfinger where there is a cushion placed in the way of her bottom and this is because the audience at the time wouldnt of approved of that aim of nudity. However, in The Quantum of Solace there is an almost identical shot of Agent Fields, but there is no cushion hiding her. This shows that audiences have changed over the years and straight off nudity is much more acceptable. Later in the film Bond runs into Jills sister, Tilly Masterson, and she appears to be very different to her sibling.Tilly is a lot more active as she is driving aggressively and tries to shoot Goldfinger twice to get revenge for him murdering her sister. She is also dressed very respectively with her hair tied back and she uses very bumptious language when speaking to Bond seemingly unaffected by Bonds get like her sister was. Another difference between her and her sister is that she is a lot more independent and says to Bond, I can take care of myself. This contrasts to the typical Bond girl that would need Bonds help and protection.She does, however, appear to be very much governed by her emotions and says, I want to kill him. When she says this she sounds almost like a little girl that is really upset and angry that they cant have there way. This is when it becomes clear that she is being controlled by her emotions, which is a more womanly characteristic because traditionally women are more emotional. She also misses Goldfinger when she tries to shoot him and then later on she is make lots of noise in the forest when Bond is silent. These things show that she isnt as masterly as Bond and it suggests that women arent supposed to be doing the kind of work Bond does and they are incapable.It is when they are in the forest that Bond takes control and Tilly starts to become more like her sister was before she died. She becomes more passive and follows Bonds orders. Her hair is also down now, which seems l ike a very minor change but it symbolises the fact she has turned into more of a typical Bond girl. Then Bond there is a car chase and Tilly appears to admire Bond and all the gadgets he has in the car and even smiles a bit when before she had been skilful the whole time.Bonds charm also seems to start to take an affect on her now, which suggests that all women become attracted to Bond after a while and supports the idea that Bond girls cant resist Bond. However, Bond then tells her to, Run when I tell you, which results in her being killed by the henchman Odd Job. Bond at first seems quite concerned and runs over to her, but then he seems to shut out his emotions once again and puts her behind him. This is similar to how he reacted when Jill died, it just seems to annoy him a bit and apart from that he doesnt seem to care.The main female character in Goldfinger is Pussy Galore and the first thing that is noticeable is her name. The name is very suggestive and another name that is a bit suggestive is Doctor Molly Warmflash from The World Is Not Enough. Those names are another example of the sexual innuendo that is in both of the Bond films and the name of Pussy Galore could have come from the fact that in the book written by Ian Fleming that the film is based on, Pussy was a lesbian.When Bond first wakes up to see her he says, Who are you? I must be dreaming. Bond says this because Pussy Galore is very attractive and she is well-dressed, but the clothes she is wearing are quite weedy and show off her body. She is friendly towards Bond, but immediately tells him she isnt interested in him when she says, Turn off the charm Im immune. This gives the impression she isnt attracted to Bond and this is different from the idea that women cant resist Bond. She is a pilot for Goldfinger, which is quite a challenging job and Bond appears surprised when she tells him. She also has her own flying circus which shows she is a successful women and independent as she has h er own business.All the pilots in this flying circus are also female which again goes against the traditional idea that women cant do jobs like piloting aircraft. She has to transport Bond on the plane and he seems to think he is in control because he swings on the chair, acts very relaxed and when she threatens him with a gun he explains it would shoot through the fuselage to try to make her look stupid. However, she doesnt appear phased by Bond and stands over him in a position of power and ignores his witty remarks towards her so she is actually the one in control.The camera shots also show this because they are mainly from Bonds perspective looking up at Pussy or from her perspective looking down at Bond this emphasises her position over him. On board the plain there is a servant called Mai Lee who balances Pussy Galore out because she is more of a typical Bond girl. Her job is to dish out Bond and she is very considerate and apologetic towards him. She also needs his help to p ut the plane steps down when they arrive, which suggests women are weaker and they need Bonds help, however Pussy Galore goes against this as she does everything without Bonds help and is very independent.Bond also looks at her bottom when she walks away from him which again shows women as something to look at. Later in the film Goldfinger hints that Pussy Galore should dress up to seduce Bond and distract him and this suggests that women are maybe a weakness of Bonds and he cant help himself. This links back to earlier in the film when Bond first meets Tilly Masterson and says to himself, Discipline 007. This is because he was already told off by M for getting involved with women during his missions.Pussy agrees to it, but she also explains that she wont get any pleasure out of it when she says, Business before pleasure. This suggests that she sees it purely as business and again is not attracted to Bond at all. It makes sex seem almost like a kind of business when it would normal ly be for pleasure. Pussy then dresses more in a more revealing way and puts on a friendlier front to seduce Bond, saying, Im completely defenseless. Here she is actually using Bond which contrasts to the way that Bond usually uses women and shows that women can control Bond as well as he can control them. Pussy Galore and Bond then end up having a kind of play fight in a barn and Pussy defends herself well because she knows Judo.This is unusual because women arent normally expected to fight and perform martial arts, which again shows how skilled she is. However, Bond then gets the upper hand and ends up on top of Pussy and at this point her attitude and character change very rapidly. Bond tries to kiss her and at first she resists and fights back, but then she just gives in and kisses Bond. This is a very big piece of evidence to support the idea that the women cant resist Bond because Pussy had appeared didnt seem to be attracted to him and had been in control of Bond, but then e verything changed.This could also show that it isnt that the women cant resist Bond, but they dont want to resist Bond as she gave in so easily. This also signals Pussys change of sides and she helps to stop Goldfinger. When we next see her she is wearing light colours and this is symbolic of her change to the good side. Bond says he, appealed to her maternal understandings. Which would suggest that women are caring and don want to hurt anyone however this motherly attitude is twisted earlier on in the film.When the pilots go to confound sleeping gas on Fort Knox they call it Operation Rock-A-Bye-Baby which is a nursery rhyme a mother would sing to nurture her child but they are actually killing people. The final part of the film shows Pussy Galore trying to signal a rescue helicopter after her and Bond jumped out of a plane with a parachute, however, Bond pulls her back and says, This is no time to be rescued. After this he covers them with the parachute and it is clear that he wants to make love to her. This shows that she is a completely changed character because she has succumbed to Bonds charm and is now a traditional Bond girl.She is also positioned underneath Bond so he is in a position of power over her. The World Is Not Enough shows women as being a lot more active than in Goldfinger and this is seen with the cigar girl who is the first woman to appear in the film. She is very business like and is wearing a suit so she looks completely professional. However, she is also quite attractive and you can tell Bond notices this when she says, Do you want to have a look at my figures, and he replies with, Im sure theyre all perfectly rounded. Here he is obviously referring to her body rather than the mathematical figures she is referring to, but Bonds charm doesnt rub off and she looks at him angrily.However, Bond could be saying this because he doesnt because he doesnt think that a woman should be involved with business affairs and that is why he made th e joke about body, because when she goes and sits to the side he becomes a lot more serious in conversation with the men in the room. However, the girl then kills the banker Bond is speaking to and runs off, which shows that women are obviously just as capable as men at killing people.Bond then meets her again in a ride chase around London. During this she is dressed in red, which symbolises danger and could be a metaphor for how dangerous the women is. She has a bigger boat than Bond which gives her a bit of power over him and she also fires a gun at him during the chase showing she isnt afraid to kill again. Despite this whole action sequence though she still remains dry and always looks beautiful, where as Bond is soaked. This could again show that she has power over him, or it could suggest that she is still something to be looked at.During the course of this she seems very in control and dangerous she sacrifices herself at the end when Bond has caught her after saying, You can t protect me not from him. This shows that she is actually very scared and fearful despite set up a fearless front during the boat chase. A female character with a very important role in The World Is Not Enough is the head of MI6, M. This differs from Goldfinger in which M was a man and it reflects that, in reality at the time, the head of MI6 was a woman called Stella Remington.Obviously this role gives M a lot of power and is the first woman we have seen that actually has power and control over Bond and he has to follow her orders. She also fits the role very well and remains calm when the bomb goes off in the building she is in. However, she does show her emotions at a funeral, when she hugs Elektra in a kind of motherly role. Later on in the film Bond accuses her of allow herself be ruled by her emotions when he says, With all due respect, I dont think you should be here.This is after M has come to see Elektra and then, when Elektra reveals that she is actually in league with Renard, M realises that she did actually make a bad judgment based on her emotions and she loses control and slaps Elektra. This incident suggests that women may always be governed in some way by their emotions and that they cant always control them because M slaps Elektra out of anger. The idea of emotions clouding a womans judgment suggests that men are more in control of there emotions and dont let them get in the way this is shown by the cold heartedness Bond seems to show at the death of the women in both films. in the first place in the film however, M does show that she is perfectly capable of keeping her emotions locked up when she explains how she advised Elektras father to not pay the ransom for Elektra when she had been kidnapped before. She says, Against every instinct in my heart, every emotion as a mother. This again refers to the maternal instincts of women and how they want to be affectionate and care about people however it also shows that they can ignore those ma ternal instincts as well and act more like a man putting their emotions aside.The thing that stands out most about M though is that fact that Bond treats her with a great deal of respect, even when he thinks she is in the wrong, and this is shown again with the quote above in which Bond says, with all due respect. M is possibly the only woman that Bond willingly allows to control him and that he has a completely professional relationship with. Finally, M shows that she is very clever and capable to fend for herself, when she uses a clock to send out a signal to Bond after she has been captured by Elektra and Renard.Elektra is possibly the most important woman in The World Is Not Enough because she is a villain and she manages to use and manipulate Bond during the course of the film. She tricks Bond, at first, into believing she is innocent and they end up making love with each other. This shows again that Bonds desire for women is almost a weakness for him because initially he say s to Elektra, This is a game I cant support to play. Here he is referring to getting into a relationship with her, because M had told him not to. However, he then ends up sleeping with Elektra, which suggests he couldnt resist her.This is a role reversal because it is typically women that cant resist Bond, but here it is the other way around. During the bedroom scene, both Bond and Elektra are on top which could symbolise a balance of power between the two. There is also more nudity than in the scene between Bond and Jill Masterson in Goldfinger which reflects the fact that it is aimed at a more modern audience which now finds nudity more acceptable.During that scene, Elektra also reveals to Bond how she escaped her kidnappers, I seduced the guards. I used my body. This shows that she is willing to use her body to get what she wants and that could very well be what she was doing at exactly that moment with Bond because it gave her power over him. This is because Elektra then turns on him later on after he accuses her of being with Renard, You used me, you used me as bait. Here she is referring to him sleeping with her and it shows how manipulative and clever she is because she is making Bond feel guilty when it is actually her in the wrong. Elektra is also the only woman that actually seems to appeal to Bonds emotions in the films.When he sees a tape of her after she escaped from her kidnappers she is crying and Bond touches the screen and seems very sorry for her and he appears to care for her a lot. Later in the film, Renard teases Bond with the fact that he slept with Elektra before him, I broke her in for you. Bond gets really angry at this because he realises that Elektra was just using him. The language Renard uses here is very derogatory and sexist and suggests that he was in control of Elektra and took advantage of her however she could again have been using Renard to get what she wanted.The way Elektra uses her body to manipulate men and get what she wants is quite ironic because that is what Bond normally does to other women and it proves that it can work the other way around. In the casino Elektra draws a queen of hearts and this could also be a symbol of the way Elektra uses her body to play with mens emotions of love and with their lust to get her way. Finally, Bond is put in an execution chair and Elektra is slowly tightening the screw that can break his get it on when she says, Ive always had a power over men.This is symbolised by the fact that she is on top of Bond in a position of power and she also has the power to kill him. She is also obviously referring to how she has used her cunning to manipulate Bond and he is now completely vulnerable whilst she is in control. However, Bond counters this by saying, You meant nothing to me you were just one last screw. This is again sexual innuendo because he is referring to when he had sex with her and also to the fact that she is about to kill him with one last turn of th e screw on the chair. After this Bond escapes and points a gun at Elektra.It appears, at first, that his emotions are affecting him because he doesnt seem to want to kill her, possibly because she is a woman. He does shoot her though and afterwards he doesnt seem to care very much. This shows that Bond puts his emotions aside and links back to the idea that the Bond girls dont mean anything to him and he just discards them and moves on. The final Bond girl in The World Is Not Enough is Doctor Christmas Jones. When we first see her there is quite a long camera shot that pans up her body and this again invites the audience to look at her and admire her body, like an object.She wears some very tight-fitting clothes that emphasise her body and are quite revealing as well, but she also wears some scientific clothes that show that she is obviously very intelligent because she is an IVA Nuclear Physicist. At first she doesnt appear at all attracted to Bond and says, Are you just hoping for a glimmer too. Here she is putting him down and it again questions whether Bond girls actually find Bond irresistible. Christmas is also very professional and even when she is in danger she appears calm and looks like she can look after herself.At one point however, Bond grabs her to remove her from danger and this could be for either of two reasons. It could be because she is a woman and he cares for her, or it could be because he realises he is going to need her help. Later on it is clear that Doctor Jones is more intelligent than Bond, but he still seems to control her and tell her what to do and she doesnt object. Later in the film, she dresses up and uses her body to lure Zukovsky and distract him. She is very clever, but she still needs to use her beauty, which suggests that Bond girls cant just be intelligent they have to be attractive as well.She is also left out of the business conversation between Bond and Zukovsky despite the fact she is very smart and knows what is goi ng on. This links back to the idea that women cant be involved in business affairs and dont have a part in making decisions. At the end of the film, Bond makes two jokes about Doctor Jones that involve sexual innuendo. First he says, Ive always wanted to have Christmas in Turkey, and then he says, I thought Christmas only comes once a year. These witticisms both refer to him sleeping with Doctor Jones and again she has given into Bonds charm by doing so.Her behaviour is similar to that of Pussy Galore in Goldfinger in the way that she initially resisted Bond and didnt seem attracted to him, but then gave in and cease up sleeping with him like a typical Bond girl. In conclusion, I think there are examples in the Bond films of girls that are like the stereotypical Bond girls that are attractive, sleep with Bond and require his protection before he just discards them and moves on. These women, like Jill Masterson and Molly Warmflash, appear to be used by Bond partly for his pleasure and partly to get what he wants.However, there are other characters, Elektra King especially, that use Bond themselves to get what they want. The main way they seem to do that is by using their bodies as it appears Bond is at times incapable of resisting his desire for women. Another important thing to pure tone is that in Goldfinger the only woman that really had any power and an important role was Pussy Galore. Where as, in The World Is Not Enough nearly all of the female characters have power and a big role to play. It is also the only film where any women have power over Bond, because M is obviously his node and at times Elektra King has power over him as well.This proves that Bond is not always on control of women. This change in attitude over time is most likely because attitudes towards women changed and they gained equality with men by the time The World Is Not Enough was made, while they were still moving towards equality at the time Goldfinger was released. These histori cal factors are the most likely reason for the kind of evolution of Bond girls to the point where they sometimes control and out-smart Bond where as he used to always have power over them.Overall, Bond girls do appear to be liberated to a certain extent because they are not always bound by traditional sexual roles, which is shown by the way they are sometimes on top and in control in bedroom scenes. However, there are many instances where Bond has power and control over women and nearly every woman in the films seems to find him irresistible, which suggests that Bond girls are not completely liberated because they still appear in a lot of aspects to be inferior to men.Although, in the more recent films, Bond girls seem to be liberated in nearly all aspects they still dont appear to be quite there yet. I think Bond girls never will be fully-liberated either, barely because if they were they wouldnt be fulfill the well-known criteria of Bond girls and would therefore ruin the Bond co cktail. However, I may be wrong and, referring back to the quote by Umberto Eco, perhaps Bond girls could be the queen in the game of chess and they have the ability to move in any direction making possible for them to change without ruining the formula.

Branding in Fmcg

daub strategies in FMCG Chandranshu Charan 09ESHYD011 mark strategies in FMCG Contents 2 Acknowledgement 3 Objective- 5 Methodology .. Structural Analysis of FMCG Industry . 5 Distinguishing features of Indian FMCG Business . 5 1. Design and Manufacturing.. 6 2. Marketing and Distribution. 6 3.Competition . 6 Application of functional knowledge 7 Santoor For a Younger Skin . 7 Taj Mahal Tea.. sane & Lovely Chand ka Tukda 9 Center stupor Hilake Rakh De .. 10 Brand Positioning strategies for competitive reinforcement .. 11 Interim findings and observation of the report .. 2 Brand Equity .. 12 Brand loyalty . 13 Aw argonness of the provoker . 14 Perceived quality .. 4 A mess of associations 14 otherwise proprietary fire pock as tick offs 14 Appraising grease assets .. 14 Ingredients for Strategy 5 Financial .. 15 Innovation from the inside out R&D in the FMCG industriousness .. 15 Hul Strategy 15 audience with an Industry expert 6 Limitation of Branding 17 Reference .. 18 Branding strategies in FMCG 3 Acknowledgement I owe a great many thanks to a great many community who helped and supported me during the writing of this project. I express my deepest thanks to my Guide Dr.G Radha Krishna for guiding and correcting documents of mine with attention and c are. He was always there to show me the right track when I needed his help. With the help of his valu able suggestions, guidance and encouragement, I am able to perform this project work. I would also like to thank my colleagues, who very much helped and gave me support at critical junctures during the making to this project. Branding strategies in FMCG 4 A result is something that is made in a factory a denounce is something that is bought by a customer.A product smoke be copied by a competitor a note is rum. A product can be quickly outdated a productive instigant is clock timeless. Stephen avocation leader WPP Group, London Developing a instigant strategy can be unitary of th e well-nigh difficult steps in the commercialiseing plan process. Its often the element that causes more or less businesses the biggest challenge, but its a vital step in creating the company identity. Companys stag identity will be repeatedly communicated, in multiple ways with frequency and consistency finishedout the life of a business.In Fast Moving Consumer Goods (FMCG), also known as Consumer package Goods (CPG), Consumers in the main put less thought into its purchase than any other products. Here top of mind recall playing a vital g overnment agency while taking purchase decision. Effective mark strategy is indispensable tool in FMCG sector. Though FMCG is the oldest mart place, it has gone through a complete transformation. The FMCG mart be make senses the first indicator of a lifestyle of a society or of a nation. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG).FMCG products are those that get replace d within a year. Examples of FMCG generally overwhelm a all-inclusive kitchen stove of frequently purchased consumer products such(prenominal)(prenominal) as toiletries, muck, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, case food products, soft drinks, tissue paper, and chocolate bars. The shorter product life cycles and increasingly competitive environment have become a global trend in FMCG sector.On an average, FMCG Company introduces 70 to 80 new-fangled products per year. Profit in FMCG goods generally scales with the number of goods sold rather than the profit made per item. The classification generally includes a wide range of frequently purchased consumer products category including toiletries, soaps, cosmetics, tooth paste, oils, Tea, shaving products, detergents, and other non-durabl es such as glassware, bulbs, batteries, paper products and plastic goods. In order to sustain a fast pace of new product introduction, it is important to have potential new ideas ready for development.Brand loyalty has become irrelevant where many unvarying products are flooded in the food market. Informed customers are making rational purchasing decisions. This makes niche a conditional option for FMCG companies. Moreover all the major players like HLL, P & G, Marico, Colgate-Palmolive and Britannia have tried to make believe a niche market within the mass market to grow profitably. Many FMCG companies time to time formulating merchandise and fooling strategy to gain firebrand equity. An effective Integrated Marketing Communication strategy helps in to achieve the required goal.Creating a squiffy brand identity, leveraging new product categories and growing the customer base are join concerns for consumer product companies. Firms are fronting to maximize profits and mark et share in a highly competitive environment that includes such challenges and risks as demanding customers, integration and global expansion. Branding strategies in FMCG Objective- 5 ? To study branding strategies for consumer goods used by companies to attract consumers. ? To study different arrangement strategies that may influence an individuals Behavior choices. ? To know the limitations of branding. Methodology Literature review. ? Evaluating Branding Strategies and Practices of different product category. ? Interaction with Industry Experts. Structural Analysis of FMCG Industry Typically, a consumer buys FMCG goods at least once a month. The sector covers a wide gamut of products such as detergents, toilet soaps, toothpaste, shampoos, creams, powders, food products, confectioneries, beverages, and cigarettes. Typical characteristics of FMCG products are ? The products often cater to 3 very distinct but usually wanted for aspects necessity, comfort, luxury. They pile up the demands of the entire cross section of population.Price and income elasticity of demand varies across products and consumers. ? Individual items are of small value (small SKUs) although all FMCG products put together news report for a significant part of the consumers budget. ? The consumer spends little time on the purchase decision. He seldom ever looks at the technical specifications. Brand loyalties or recommendations of accredited retailer/ dealer drive purchase decisions. ? Limited inventory of these products (many of which are perishable) are kept by consumer and prefers to purchase them frequently, as and when required. Brand switching is often induced by heavy advertisement, recommendation of the retailer or word of mouth. Distinguishing features of Indian FMCG Business FMCG companies sell their products directly to consumers. Major features that distinguish this sector from the others include the following Branding strategies in FMCG 1. Design and Manufacturing 6 1. Lo w Capital Intensity Most product categories in FMCG require relatively minor enthronisation in plan and machinery and other fixed assets. Also, the business has low working capital intensity as bulk of sales from manufacturing take place on a cash basis. . Technology Basic technology for manufacturing is easily available. Also, technology for most products has been fairly stable. Modifications and improvements rarely change the basic process. 3. Third- society Manufacturing Manufacturing of products by third party vendors is quite common. Benefits associated with third party manufacturing include (1) flexibility in production and inventory planning (2) flexibility in controlling labor costs and (3) logistics sometimes its essential to get certain products manufactured near the market. 2. Marketing and DistributionMarketing function is sacrosanct in case of FMCG companies. Major features of the marketing function include the following 1. High Initial Launch Cost New products req uire a large front-ended investment in product development, market research, test marketing and launch. Creating awareness and develop franchise for a new brand requires enormous initial expenditure on launch advertisements, free samples and product promotions. Launch costs are as high as 50-100% of revenue in the first year. For established brands, advertisement expenditure varies from 5 12% depending on the categories. 2.Limited Mass Media Options The challenge associated with the launch and/or brand go oning initiatives is that few no mass media options. TV reaches 67% of urban consumers and 35% of rural consumers. Alternatives like debate paintings, theatres, video vehicles, special packaging and consumer promotions become an expensive but required activity associated with a masteryful FMCG. 3. Huge Distribution Ne twainrk India is home to hexad million retail outlets, including 2 million in 5,160 towns and four million in 627,000 villages. Super markets virtually do non exist in India. This makes logistics specially for new players extremely difficult.It also makes new product launches difficult since retailers are reluctant to allocate resources and time to slow moving products. Critical factors for success are the ability to build, develop, and maintain a robust distribution network. 3. Competition 1. Significant Presence of Unorganized Sector Factors that enable small, unorganized players with local presence to prosper include the following 2. Basic technology for most products is fairly simple and easily available. 3. The small-scale sector in India enjoys exemption/ lower rates of fall upon duty, sales tax etc.This makes them much price competitive vis-a-vis the organized sector. 4. A highly scattered market and poor transport infrastructure limits the ability of MNCs and national players to reach out to remote rural areas and small towns. Branding strategies in FMCG 7 5. Low brand awareness enables local players to market their spurious look-alike brands. 6. Lower overheads due to limited geography, family management, focused product lines and minimal expenditure on marketing. A general assessment of this would lead to the closing curtain that FMCG is not a Structurally Attractive Industry to Enter.Entry barriers are high due the nightmare logistics associated with distributing a FMCG and the limited mass media options available to build a brand. Likewise, the intensity of competition from branded and unbranded goods and the power of retailers make the FMCG a structurally unattractive industry in which to enter and difficult industry in which to remain a competitive player. Application of functional knowledge Soap Category Santoor For a Younger Skin Brand Santoor Company Wipro direction FCB Ulka Santoor is south Indias no1 soap brand.As per sales data it contributed close to Rs 850 crore in 2008-09 to the companys coffers and became the leading brand in South India in its category. The brand which focuses on rur al India has been growing at 29% for the past three years, on a year-onyear basis. The brand was launched in 1985 as an ordinary soap with sandalwood and turmeric as its main ingredients. The brand was initially test marketed in Bangalore and encouraged by the positive response, the brand became national a year after. The brand was positioned as the dishful + skin care at a reasonable price and the brand derived strength from the efficacy of the ingredients.At that time the brands which had sandal as the main ingredient was Moti and Mysore Sandal Soap. The brand derived the do from combining Sandal + Turmeric and it is not from the musical instrument that it got the name Santoor. Although the brand became popular, the company was not fulfil with the results. The customers were not get the ingredient story. The research suggested that customers are not correlating the brand with skin care and beauty. Branding strategies in FMCG 8 Thus started the brainstorming on getting the ? h owler factor to build the brand.The wow factor came in the form of the new positioning ? For Younger Looking Skin. The positioning comes from the consumer insight that ultimately the customers look for a younger skin which is another smart way of defining beauty. The focus on ? Younger Skin also acts as a regnant differentiator because other brands were focusing on beautiful skin or looking beautiful. The next big idea came in the form of communicating the ? Younger Skin? concept using Mistaken Identity? theme (source MG Parameswarans Book). The brand has consistently developed this theme over these two decades of its existence.Santoor is a brand has consistently understood the consumers and was not complacent to change. The brand was the first one to use a Mother and her five year old girlfriend to endorse the brand. Most of the ads showed spinsters in their campaigns while for Santoor, the jockstrap were Mothers. But showing Mother as the protagonist had its share of issues al so. The customers felt that since this brand is meant for adults, it will not be soft on skin. This made the company to change the size texture and the shape of the product. Indian womens mindsets were evolving and demeriting free from the traditional mindset.The Mother-daughter equation and the campaigns set in the supermarkets, wedding and bangle shop did not do well with the achievement oriented customers. That was a message to the marketers that the product communication has to change. The achiever protagonist was introduced in 2004. The campaign showed the mother as a favored fashion designer with the same positioning and theme. The brand also extended itself to a range of beauty products and to talc. Now Santoor have face wash, talc, soap and fairness cream. Year 2006 saw a big change in the marketing strategy for Santoor. They gesture into celebrity endorsement.The campaigns showed Saif Ali Khan (in North) and Madhavan (south) in the TVCs. The TVCs shows these celebrities along with the Mother and child in the theme. Using a celebrity without a change in the overall positioning will have a positive impact to the brand. The use of celebrity will make the ad sticky thus making the campaign more than effective. The brand is facing tough competition from heavy weights and is now seeking support from outside to stay as a leading FMCG brand. Branding strategies in FMCG Tea Category 9 Taj Mahal Tea BrandTaj Mahal Tea Company HLL Taj Mahal tea has changed its Brand Face (brand ambassador).Recent TVCs show Saif Ali Khan endorsing the brand. Taj Mahal has been using the Tabla master copy Ustad Zakir Hussain as its brand ambassador from 1990s. Since Ustad Zakir was endorsing only this brand, the recall was high. Over the period of time, the brand ambassador became synonymous for the brand. Ustad and Taj Mahal were touted as the classic example of a successful celebrity endorsement. The collaboration with the brand and the ambassador went that far that Ustad o nce challenged in a TVC in 2001 that he will stop playing tabla if he come across a better tea. That TVC drawd lot of controversy. The new brand ambassador is Saif.The new face may be an try on to make the brand more contemporary. Ustad and his fans are getting older. Hence there is a chance that the new generation may miss out on the charm of Ustad (generation gap). So the attempt may be to make the brand relevant to the new generation. In theory we site examples where the users of the brand getting older and the brand not able to connect with new generation. HLL does not want this to happen with a power brand like Taj Mahal. Cosmetic Category Fair & Lovely Chand ka Tukda Brand Fair & Lovely Company HLL Agency Lowe Fair & Lovely (FAL) is the brand that revolutionized the Indian Skin care industry.This brand is Worlds first and largest Fairness cream brand with a presence in 40 countries and a value of around Rs. 6 billion. Indian skin care market was dominated by conventional bea uty care products like Bezan, Multani Mitti etc. FAL changed all that. Launched in 1975, FAL is the product born in the Unilever research center. In 1988 the brand went international. FAL commands a market share of over 70% in the Rs 1000 crore fairness market in India. FAL virtually created and owned this category for long. In the fairness market, FAL enjoyed monopoly till Cavin Kare entered this lucrative segment with Fairever.The success of Fairever prompted many players like Godrej to tap the market. Branding strategies in FMCG 10 FAL sustained the pressure from the competitor by careful branding and new product launches. The brand never failed to emulate and learn from the competitor . When Fairever launched the ayurvedic variant, FAL launched a much better variant. Competition is coming from Ozone Ayurvedics with their brand ? No Marks tries to carve a niche. HLL countered with FAL Antimarks and launched a controversial comparative ad that took the steam out of ? No Marks. Whe n Fairever launched the soap, FAL also responded with soap.FAL never allowed the competitors to gain an upper hand in the market which it created. FAL achieved such tremendous success because of careful branding and ad campaigns. Initially HLL do some ugly talking about fairness. Some of the ads were controversial because of gender inequality and stuff like that. It was necessary at that period because the category was new and the brand should first talk about the need to be fairer. Now the brand has laddered up to more aspirational value like Transformation of Women The insight is that the transformation will be more than skin deep.The ads showing a girl achieving the opposition of being a cricket commentator (a male bastion) were very much effective in connecting with the target group. HLL has also extended the brand to more aspirational values by launching Fair& Lovely foundation that works for Women Empowerment achievement and Transformation which are the qualities for which F AL stands for. FAL have also launched a premium hired gun brand Perfect Radiance to tap the premium segment of the market. Fair & Lovely was able to dominate the fairness market because of careful marketing and is a showcase of the marketing genius of HLL. Confectionary CategoryCenter Shock Hilake Rakh De Brand Center Shock Company Perfetti Vanmelle Agency O & M Center Shock is an interesting brands or rather it is a disruptive brand in the sense that the brand just makes all marketing theories look funny. Conventional marketing wisdom says that the product should deliver a promise and satisfy a need. Here is a confectionery brand that tasted sour making itself a market leader in less than 6 months time. Center Shock was launched in 2001 and at that time, the chewing gum market was at cross Branding strategies in FMCG 11 roads. The market lifecycle was at the decline stage.Although the market was worth Rs 300 crore, it was declining at a faster rate at 25-30%. Perfetti then decided to break the category degrowth and make this category more exciting to the customers. This peculiar gum gave a distinct fruit filled acidic taste to the customer which very gave the customer a shock. The brand was an extension of the highly popular Center Fresh known for its Fruit Gel Center. Center Shock came in two flavors Peach and Apple. Center Shock broke into picture through two clutter breaking ads crafted by O. The first ad of the barber created a broad impact in the market.The ads won lot of accolades for O. According to reports, the brand became market leader within no time with a share of over 35% beating Center Fresh from the same company. The first TVC was followed by the second one featuring a dude visiting his girlfriends home to meet the parents. According to brand experts the creative brief for Center Shock was simple -break the clutter and make it funny and distinct and rightfully shocking and the ads just did that. The brand demanded one of the funniest and b est taglines ? Hilake Rakh De? which translates to ? Will shake you UP.The brand was positioned as a fun brand and customers liked the change. The brand had virtually shaken the market. During those days most of the chewing gum brands were sold on sales promotions and seldom marketers invested any thing more on ads. Center Shock brought back the trust on advertising in the category players. To sustain a brand like Center Shock for longer period of time is a difficult proposition. Although this brand had a very short PLC, the brand showed the power of advertising. A good advertising can make people eat a sour dulcorate and be happy about it. Brand Positioning strategies for competitive advantageIn present scenario the consumer mind is cluttered with numerous brand names for dissimilar categories. So companies strategy is to create a perception for their brand in the prospects mind so that it stands apart from competing brands and approximates much more close to what the consumer wa nts. One of the major contributions of positioning theory t marketing strategy is to bring out the concept of ? distance and dissimilarity between brands in the ? perceptual space of the prospect and to uncover the many opportunities for such perceived differentiation based upon the capabilities of the product and its antecedents.These differentiation strategies revolve around different aspects of the brand which can be expressed as four questions- Branding strategies in FMCG 12 1. Who am I? This question deals with the origins of the brand, its parentage. The brand can be position with root to its corporate identity or as an extension of a well established brand. 2. What am I? This question relates to the capabilities of the brand and can be go on broken up (a) Category-Related Positioning (b) Benefit-Related Positioning (c) Positioning by Usage Occasion (d) Price-Quality Positioning 3.For whom am I? This is the strategy of positioning a brand for a carefully chosen target segmen t where it is the best fit and has competitive advantage. Any functionally similar products can be differentiated through positioning by different segments. Such positioning can be by demographic, behavioral, benefit seeking and psychographic segments. 4. Why me? All the above strategies should enable to create a distinct and persuasive perception of a brand. Aggressive marketing companies try to add to their brand a clinching advantage through some unique feature.Positioning by competitor, that is through compassion with the main competitors, is another way to demonstrate a brands superiority and answer the question ? wherefore me? Interim findings and observation of the report One such intangible asset is the equity represented by a brand name. For many businesses the brand name and what it represents is its most important asset-the basis of competitive advantage and of future earnings streams. The first step in identifying the value of brand equity is to understand what it is-w hat really contributes to the value of a brand.Subsequently look at several methods of placing a value upon a brand which will offer up additional insight regarding the brand concept. And finally some issues facing those who create or manage brands will be introduced. Brand Equity It is a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a trusty or to that firm customers. If the brands name or symbol should change, some or all of the assets or liabilities could be affected and lost, although some might be shifted to a new name and symbol.The assets and liabilities on which brand equity is based will differ from context to context. However, they can be usefully grouped into five categories Branding strategies in FMCG 13 Perceived Quality Name Awareness Brand Association Brand Loyalty BRAND EQUITY Name Symbol Other Proprietary Brand Assets Provide value to customer by enhancing custo mers Interpretation/Processing of information Confidence in the purchase decision Use blessedness Provide Value to firm by enhancing Efficiency and effectiveness of marketing programs Brand loyalty Price/margins Brand extensions Trade leverage Competitive advantage Fig-Brand Equity (Source-D.A. Aaker) Brand loyalty-for any business it is expensive to gain new customer and relatively inexpensive to keep existing ones, especially when the existing customers are satisfied with or even like the brand. The loyalty of the customer base reduces the vulnerability to competitive action. Competitors may be discouraged from spending resources to attract satisfied customer. Further higher loyalty means grater trade leverage, since customer expect the brand to be always available. Branding strategies in FMCG 14 Awareness of the brand- people will always buy a familiar brand because they are comfortable with the familiar.A recognized brand will thus often be selected over an unknown brand. The a wareness factor is particularly important in context in which the brand mustiness first enter the consideration set-it must be one of the brands that are evaluated. Perceived quality-it will directly influence purchase decision and brand loyalty, especially when a buyer is not actuate or able to conduct a detailed analysis. It can also support a premium price which in turn can create gross margin that can be reinvested in brand equity. Further perceived quality cab be the basis for a brand extension.If a brand is well-regarded in one context, the assumption will be that it will have high quality in a related context. A set of associations- the underlying value of a brand name often is based upon specific associations linked to it. Association such as Ronald McDonald can create a positive attitude or feeling that can become linked to a brand such as McDonalds. If a brand is well positioned upon a key attribute in the product class competitors will find it hard to attack. Other prop rietary brand assets- brand assets will be most valuable if they inhibit or prevent competitors from eroding a customer base and loyalty.These assets can be several forms. E. g. a trademark will treasure brand equity from competitors who might want to confuse customers by using a similar name, symbol and package. Appraising brand assets Brand loyalty-what are the brand loyalty levels by segment? ar customers satisfied? What do exit interviews suggest? What are customer feedback regarding their problems with buying or using the brand? Awareness- what brand awareness level exists as compared to that of competitors? What could be done to improve brand awareness? Perceived quality- what drives perceived quality? What is important to the customer? What signals quality?Are prices and margins are eroding? Brand associations- what mental image, if any, does the brand stimulate? Is there a slogan or symbol that is a differentiating asset? How are the brand and its competitors positioned? W hat does the brand mean? What are its strongest associations? Other brand assets-is there a patent or trademark that is important? Are there channel relationships that provide barriers to competitors? Branding strategies in FMCG Ingredients for Strategy 15 Creating a strong brand identity, leveraging new product categories and growing the customer base are core concerns for consumer product companies.Firms are looking to maximize profits and market share in a highly competitive environment that includes such challenges and risks as demanding customers, consolidation and global expansion. The components of strategy would be- Financial Adi Godrej, Chairman Godrej Group stated, ? We are aiming to triple our turnover by 2012 by focusing on our fast moving consumer goods (FMCG) business Godrej Consumer Products (GCPL), Godrej Sara Lee and Godrej Hersheys. At present the consumer goods turnover is Rs 2,300 crore and the group aims to reach revenues of Rs 8,000 crore for this business in the next four years.We will also look at inorganic growth as a medium to grow.? In the process, the group would be investing Rs 100 crore per year on brand communications. So for any successful branding strategy Finance played a vital role. The brand salience requires advertisement in different media vehicle. Innovation from the inside out R&D in the FMCG industry R&D plays a key role in helping FMCG manufacturers meet constantly changing consumer needs whilst movement down costs. The Fast Moving Consumer Goods (FMCG) industry is highly competitive and driven by consumer preference.Research and development (R&D) and innovation, therefore, play a key role in helping manufacturers meet constantly changing consumer needs, whilst driving down costs. Hul Strategy We shall now take up one company, HUL (Hindustan Unilever Ltd) formerly HLL and see how the complex proletariat of brand management is actually handled. This company is taken for this article as HUL is considered as one of th e most successful in Brand Management . HLL has a large brand portfolio consisting of nearly 110 bands. In every product line, it has built a number of brands over a period of time.Quite a few brands have come to its fold from the parent company. It has also acquired several ongoing brands from the market. HLL also vigorously pursues brand extension strategy. And concurrently, HLL undertakes line pruning and brand restructuring and consolidation, based on marketing compulsions. HLL is also playing the rejuvenation and relaunch game. With great benefit the corporate-level endeavors at business expansion and diversification are also throwing new challenges on the brand strategy front. HLL lends itself for a proper understanding of the complexity of the brand management task.We shall examine how HLL handles the complex demands in brand management. Such an take off of brands is the outcome of a conscious corporate strategy by HLL. As a corporate, HLL wants to be a leader in every one o f its businesses and the strategy is to fight on the strength of the competitive advantage arising from the possession of strong brands. It is this strategy that is Branding strategies in FMCG 16 getting reflected in the development of a multitude of strong brands. If we take the business of bathing soaps, as an example, HLL has the objective of being a national player (not a niche or a regional marketer) and the leader therein.HLL also wants about 30 per cent of the corporate income to come from this line. So, HLL opted for the strategy of developing quite a few strong brands in this line, and among them they cover different market segments and price points. Dove, Lux, Liril, Rexona, Pears and Lifebuoy are the outcome of such a well planned brand strategy implemented over time. Interview with an Industry expert In order to gain industry insight regarding the FMCG best practices in branding strategy I got an opportunity to have a telephonic interview with Perfetti Van Melle (India) Ltd.Brand manager based in Delhi. (Due to some reason he does want to disclose his name. ) Q. What is your branding Strategy? A. We are currently managing 15 brands and for each brand we adopt differential branding strategy. But everything depends upon the distribution channel. So our strategies always focus to strengthen the distribution network. Q. What strategies you adopt to launch a new communication plan? A. It starts with Idea generation then financial investment. Under financial