Literature, Business, and Social Change

Literature offers wide variety of genre depending on the context and expression. It gives fictional and non-fictional attack to its audience that magnifies the society. We use literature to inform the public in whatever objective and intention it may be. According to some literature scholars and professors, literature is the mirror of the society. It gives voice to those who are voiceless, it gives life to the lifeless, and it gives hope to the hopeless. Literature is mostly about the goodness of the society, of the earth.However, because literature is the mirror of the society, some writer attempted to write or describe the flaws of life and weaknesses of humanity to justify both sides of mortal and immortal life. Different kinds of literature vary from different shapes and sizes. All aspects of living are literature – any kind of communication is literature, graffiti is literature, gossip is literature, writing is literature. Therefore, â€Å"almost† everything is par t of literature. Different societal factors used literature to broaden the knowledge of public towards their institution.Other reason is that using literature can be a form of social change. It may not manifest today, there is hope that it will change the future negative situation and strengthen the positive situation of the institutions. Because of the wide variety of literature, different bodies of society used literature and its branches to acknowledge their importance and virtues for the reason that literature brings life to past, present, and future – business culture is one of those. Several books and articles have been written on the intersection between literature and business and/or business ethics.Still, it is one thing to claim that literature can contribute to our understanding of business conduct, but yet another to claim that literature can contribute to the related goal of improving moral conduct in business. (Michaelson, 2005) Past and Present Situation Busine ss through Literature Like any other institutions, the world of business also uses literature to attract customers. The business culture also has its business literature that is used to inform their customers about their products and service. Some of the business literatures are brochures and newsletters.However, questions may be asked about the connection of core literature to the culture of business. Does literature show the history of business? There are different kinds of literature about business like the Merchant of Venice by William Shakespeare, The Pit by Norris Frank, Looking Backward by Edward Bellamy, and the most familiar literature about business is the Death of a Salesman by Arthur Miller. The Death of a Salesman is a play in 1949 that described the life of having â€Å"American Dream†. The story of this play substantiates the life of being successful in the world of business along with different conflicts and dilemmas.The main character’s perception towa rds his dream triggers his life to an end. It implies that there is no problem in believing and reaching your goals but you must take the course of problems and pains. In the case of the main character, he takes the course of success in a complex situation that put his life into the grave. This kind of literature in the past show that business will always be business, some win while some lose. However, does this kind of attack in creating a story about business is still necessary in this present times?Many fictional short stories depict business culture and tradition in different aspects. Fables about greed and envy also manifests in the business culture. One example of fable on business is, â€Å"The Dog and The Bone†. A dog held a juicy bone in his jaws as he crossed a bridge over a brook. When he looked down into the water, he saw another dog below with what appeared to be a bigger juicier bone. He jumped into the brook to snatch the bigger bone, letting go his own bone, H e quickly learned of course that the bigger bone was just a reflection, and so he ended up with nothing. (Phillips, n.d. ) This example shows that greed, envy, selfishness, and being self-centered still exist from the past until today. Even if it does not deliberate or used human to describe the situation, it insists that the actions of the dog can be obtained by human in their workplace. However, literature helps us define the changes of business from the past, the present, and the future. It can be seen through the details and collaborations of different stories and essays about business. Past writings about business stated the dream and aim of a person or group of people in the world of business.Present writings show the situation, life, and dilemmas in the workplace. Future writings will soon cover the examples of great businesspersons who monopolized and conquered the business world. One instrumental function of literature is to imitate life, thereby expanding our vision beyond our parochial interests; to see literature merely as a didactic instrument to serve business interests misses the point that literature should expand understanding, our sense of what in addition to business is interesting and valuable.(Michaelson, 359) Business somehow depends on the factor of literature because here is where the culture of business relies – its history, flaws, weaknesses, and strength that might help to overcome the future circumstances. That is why even companies need a story to survive. Genre Specificities in Literature of Business As according to the examples above, genres vary on the context of each scenario or case in the workplace. There are sites like businessballs.com who share their stories, fables, and analogies on business using both human and non-human to be their characters in order to both entertain and acknowledge the potentials and characteristics of the employees as well as the owners when it comes to their career. According to one of the a rticles of New York Times entitled â€Å"The Media Business: Revenge of the Underlings Becomes a Literary Genre†, different forms of literary genres was used in different forms of writings about business.However, the best literary genre that suits the culture of business is realistic fiction as what the play â€Å"The Death of Salesman† implies because through this kind of genre, people can relate to the literary piece and could acquire those lessons to their workplace. Through this, social change within the workplace will be more necessary and trivial for the reason that there are people became dependent towards literature especially during these modern times where a wide variety of literature are available in the market, which brings sociological impact not only to the doer but also to the people around him or her.Literature as a Form of Change in Business Culture In every form of reading, it is the audiences’ responsibility to take action towards what they re ad whether it is for the better of their individuality or not. In business culture, literary pieces played a big role to help business perceive the history, the present and the future of their institution. However, because literature is the mirror of the society and it caters a wide range of genres and context, it should be said that not only good things are shown while negativities of this societal body was hidden.Literature is transparent in everyway; it gives what the public needs to know in order to be informed as one of the purpose of literature. Business literatures are often used to negotiate and close the deals between companies and clients. In this aspect, literature did a great job in participating to the business culture as seeking information and justifications on its products and services. Through this, changes in the business world from its employees up to its owners will manifests in a positive way wherein they could provide much services and accurate details to their customers.Literature and Business Audience When business leaders or even employers and employees read the story of â€Å"The Trench-Digger†, they would realize that despite of circumstances and struggle, a person would do all things just to get a job. Most of the time, we put ourselves in the shoes of other people especially when we are reading a story or watching a movie. When the story ended as what we expect, we will mold ourselves according to the story and will soon act as the main character in order to survive the circumstances that are related to the tale.Through these manifestations, change will occur based on the result of interpretation and observation of the situation of the text. For example, when you read the â€Å"The Trench-Digger†, you will realize that in every work or job, a person should be worth it in a way that he or she must have his or her capabilities from his or her previous jobs. Because experience is one of the most important when finding a job, even a hard task will be done if the person is willing to learn and have an optimistic point of view towards success.As the reader took his of herself to the story, he or she also made a decision for change. Once he or she believed in a certain narrative or writings, it means that he or she is willing to do some actions in his or her workplace. However, it is hard to make a change alone, that is why people who read a story, essay, or anything about change and optimism, they will make their friends or officemates to be enlightened by reading the same text. In this case, change will come from a group of individuals who wanted clarity and sensibility to their workplace.Literature and the Main Purpose of Business We all know that business is a business. It was established to have profit. The main purpose of business is to motivate its people to have income in a way of establishing different strategies and ideas. These issues are already accepted by the society – it cannot be changed. Meanwhile, literature is an implication of transformation. Therefore, these issues of business opposed the essence of literature. We all know that the main purpose of literature is to inform the public about the situation in the society, it also gives data and evidence of history.In this case, literature also implicates negativities and affirmative construction towards the bodies of society. Business’s main purpose was being attacked by literature if it implies teachings that are below the belt like envy, greed, and self-centered perspectives just because they want to earn profit. Literature understands the goal of business as it is but the people or actions behind this body could not be hidden from the mirror of the society. Aside from this, change will be depending on the readers alone because literature held its stand in whatever struggle it may be.Literature, Business, and Social Change Each author has their own perspective on what they write. They also deal wit h the problems of their writings as it conquers the visions of its audience. In the case of business culture, author used ideas that are relevant to the issue that will give information to the public on its essence, importance, as well as its weaknesses. Through this, the desire of the author to change the social environment of the business audience will still depend on its attack and impact to the readers.Authors lay their stand and evidences towards the issues; it is the responsibility of the readers to take the solution as a threat or enlightenment. This paper tells from the beginning up to its end that literature is a way of informing and applying its perspectives to its audience. It brings great social change in business culture because business relies on the ideas and creativity of literature in order to build relationship between the company and its clients. Literature teaches its business audience to deal with the sociological standards of life.It brings sociological impact if the reader will make its life as what the text stated but literature will be senseless if the reader could not do some necessary changes to its workplace because she is afraid to do it or treat literature as insignificant fictional entity of the society. As a whole, literature and business are interrelated factors that mould the society in different level or perspective. We assumed that business is one of the biggest factor to maintain our economic growth, and from this paper, we knew that literature contributed to its evolution and development.In this case, business would be paralyzed in some aspects of expansion without the help of literature. Aside from this, social change in workplace were introduced because of literature as it reveals the situation, cases, and issues of business culture from the past, present, until the future. Therefore, it can be said that business, literature, and social change are interconnected that have certain process of attachment to conduct greater sense of knowledge and responsibility not only in the business culture but also in society as well.References Business Literature. (n. d. ). Encyclopedia of Small Business. Retrieved October 18, 2007, from Answers. com Web site: http://www. answers. com/topic/business-literature Chapman, Allan. (1995). Stories and analogies: Illustrations and analogies for motivation, inspiration, learning and training. Businessballs. com. Retrieved on October 19, 2007 from http://www. businessballs. com/stories. htm#dog_and_the_bone_story Columbo, R. (n. d. ).The trench-digger story (initiative, self-development, making things happen, career advancement, how to get a job requiring experience when you have none). Businessballs. com. Retrieved on October 19, 2007 from http://www. businessballs. com/stories. htm#dog_and_the_bone_story Michaelson, C. (2005). Dealing with Swindlers and Devils: Literature and Business thics. Journal of Business Ethics. Retrieved on October 19, 2007 from http://www. sprin gerlink. com/content/x1041j786u456g18/ Miller, A. (1976).Death of Salesman. Penguin Paperbacks Philips, J. (n. d. ) The dog and the bone story (be content with what you have, greed and envy seldom pay). Businessballs. com. Retrieved on October 19, 2007 from http://www. businessballs. com/stories. htm#dog_and_the_bone_story Stanley, A. (2002). The Media Business: Revenge of the Underlings Becomes a Literary Genre. New York Times. Retrieved on October 19, 2007 from http://query. nytimes. com/gst/fullpage. html? res=9504E6DF163CF931A25755C0A9649C8B63&sec=&spon=&pagewanted=2

LIfe Goals Essay

I left college for a year to come back home and work. At the time that I left school I didn’t think that it was for me. I was working my butt off at school every day with no reward. At times I felt as if it was all for nothing. I didn’t have a job, I needed money and I stayed stressed out and bogged down with all different types of coursework. I just felt that my talents and effort could be put to better use elsewhere. I felt that if I dropped out and became employed full time that that situation would better suit me. However, after having had taken the working man’s route and still barely making ends meet I feel like I made an irrational decision by leaving college. I also found out that a college graduate has the potential to make up to a million more dollars in their lifetime as opposed to those with only a high school diploma. That tiny bit of information was enough to change my mind and lead me towards wanting to get back into school. I made a hasty decision in leaving school in the first place. I was more concerned about my current living situation instead of being focused on long term goals and how successful I wanted to be later on in life. I guess I can say that I had a little growing up to do. Now I can confidently say that I’m more focused than I’ve ever been in my entire life and that nothing will hinder me from becoming successful.

Jeanne Wilson Essay

Jeanne Wilson was employed as a nurse at the Mary McClellan hospital in the late 1970s. While employed there she heard tale of â€Å"The Pink Lady† who roamed the halls of the maternity ward and seemed drawn to a certain room, with a particular patient. â€Å"Well, when I was working at the Mary McClellan Hospital in Cambridge (that’s just across the river from here) I had the night watch of the maternity ward. The other nurses used to tell me to watch myself up there because of this pink lady. I most certainly believe in ghosts although I have never seen any myself you understand. I was never really afraid, I just figured she’d be peaceful and never bother any of us doing the good work up on the floor. Sometimes at night you would hear the swoosh, swoosh of someone’s bathrobe rubbing on their legs or the scuffle sound of slippers on the floor. There would never be anyone there, but you’d hear it just the same. This one time we had a lady come in who was dying. She was an older woman and the nurses really loved her. Well, she asked to die on the maternity ward so all of the nurses felt this was ok. We brought her up and got her settled. It was a very small hospital you know. Anyway, I was checking in patients late at night and as I was walking past her room, I noticed the door was shut. I looking in through the little window on those doors and there was the pink lady! She had pink curlers in her hair, a pink robe on, and pink slip-on kind of slippers on her feet! Well, I almost died myself right there. I couldn’t believe my eyes. When I caught my breath, I peeked back in the door to see her just standing over the old woman just watching her sleep. I creaked open the door and sure enough she disappeared. They said the pink lady only walked the maternity ward because she had lost all of her children in those rooms. When she died of cancer later on, she had asked to be in the maternity ward to die like her children! Well, I never expected her to visit this woman. Of course, when I think of it now, it makes perfect sense! They don’t deliver babies in the hospital anymore – actually its not even a hospital now. But, that’s the pink lady and I’m telling you – she’s real. † Ms. Wilson states this story as a full-fledged memory from her past. While employed at the hospital she points out others telling her this singular truth, and denied knowledge of any other tales of this nature in the ward. The story comes from a region other than place interviewed, not allowing for cross-reference with other individuals. Hospital stories of this nature are found throughout history, with a higher concentration surrounding Civil War hospitals. The time-frame for the inception of the tale can best be ascertained as the 1950s era due to the physical description of the pink lady. One can assume the story originated at that time. The telling was very excited with strong body language used throughout. Exaggerated facial expressions and multiple hand manipulations of air demonstrated actual behavior during the encounter. The skills of her trade do not enter the story, nor are they necessary other than putting Ms. Wilson in the hospital after hours. Ms. Wilson was interviewed with her elderly mother present. This parent did not obviously believe the tale, nor did she appreciate the telling of it. This did not hinder the younger Wilson woman; in fact, she seemed eager for acceptance of the tale. The recording of her story may well have promoted a more fascinating telling of the story with added bits of detail. The education level of Ms. Wilson was undetermined. Apparently, she is not a qualified nurse, having never gone to school to keep up with the educational demands of the field. She currently works in a rest home. The idea of her having been a nurse at the time appeared to have given the tale more validity in her mind as she felt it was a scientific study of sorts. She was reminded of the nature of the recording. References Wilson, J. (personal communication, October 14, 2006)

Low Voltage Scanning Electron Microscopy Research Paper

Low Voltage Scanning Electron Microscopy - Research Paper Example Working Principles of Scanning Electron Microscopy (SEM) Scanning electron microscopes (SEMs) are microscopes, which produce sample images by scanning the samples using a beam of focused electrons. The focused beam of electrons interacts with electrons within the sample to produce differing signal strengths that can be detected by a secondary electron detector. The focused electrons hit the sample surface, where they either get reflected as back-scattered electrons (BSE) due to inelastic scattering or cause an emission of electrons from the sample surface as secondary electrons (SE) due to elastic scattering (Lyman, 1990). The SE are emitted from the k-orbitals of the sample once the electrons in the beam hit them in a strong enough way that displaces them from the orbital. Both BSE and SE show different properties of the sample material, which commonly includes composition and topography (Boyes, 2000). The focused beam of electrons is scanned by raster scanning and position of the b eam is combined with the signal from the BSE and SE to develop an image. This type of microscopic observation can attain resolutions that are better than a nanometer. The focused beam used in SEM is produced by thermionic means from an electron gun consisting of a cathode made of tungsten. Tungsten is preferable because of its relatively lower vapor pressure and high melting point. Additionally, it is cost-effective because it is relatively cheap. The produced beam passes through two lenses that focus it onto the specimen. The energy of the beam ranges from 0.2 keV to 40 keV depending on the design of the microscope. The focus offers a spot diameter of approximately 0.4 nanometers to 5 nanometers (Joy & Carolyn, 1996). On reaching the final lenses in the column the beam is deflected by a pair of deflecting plates, which deflect it in two planes (X, Y planes) so as to create a raster scan area that is rectangular over the sample’s surface (Asmar et al., 2004). The interaction of beam electrons and the sample make the electrons lose energy through repeated random scattering, which occurs near the surface or much deeper depending on the projection energy in keV. This interaction volume from which energy is released in form of electrons to create the image is known as the interaction volume. The interaction volume is determined by the landing energy of the electrons from the projected beam as well as density and atomic number of the material under observation as the sample. Technically, the differences between HVEM and LVEM are a result of differences in landing energy determined by the electron accelerating voltage. The acquired signals are detected and amplified to develop images. The differences of detected signals are represented by variations in brightness on the visual display. The resultant image is thus a representative of electron energy emitted from the sample’s surface through inelastic and elastic scattering. The Unique Nature of Low volt age scanning electron microscopy (LVSEM) According to Joy and Carolyn (1996), even prior to practical use of scanning electron microscopes, it had been recognized that scanning at low electron accelerating voltage (

Japan Or Brazil Or Kenya post WWII development path Essay

Japan Or Brazil Or Kenya post WWII development path - Essay Example Second, the structural change models have a major shift from moments of subsistence-sector dominated economy to a capitalist-dominated economy. As a result of the structural change, Brazil has benefited immensely from increased investment and government revenue which have been directed towards infrastructural development in the country. In terms of the international dependence revolution, there was a goodness of fit for neocolonial dependence model and dualistic-development thesis because as a result of Brazil’s dependence on rich countries, it has recorded an ever increasing external debt to GDP ratio since 1945, which has resulted in the widening of developmental gap between Brazil and other rich countries like USA and Japan. There has however not been a fit for the false-paradigm model because Brazil’s focus for international relations has been largely centered on neighboring South American countries. Finally, the neoclassical counterrevolution model has explained re asons Brazil continues to be the major foreign investment destination in Latin America as the country has practiced a free market approach backed by a strong public choice approach and traditional neoclassical growth theory. The market-friendly approach has also been used as an avenue for expanding development of local business. After the industrial revolution in the period between 1760 and 1840, most countries had been set on a century long drive of national development, powered by strong industrial awaking till one world war came and then another. The World War II (WW II) thus became a major event that drew most countries aback in terms of development (Bacha & Klein, 1989). As a major panacea of the global economy, Brazil was also affected by events leading to, and after the WW II. Bahca & Klein (1989) however noted that the period after the WW II became a major test case for most countries to quickly recover from the economic setbacks and get back on

Compare and contrast the views of Smith and Ricardo on the Essay

Compare and contrast the views of Smith and Ricardo on the determination and possible evolution over time of the natural rates of wages, profit and rent - Essay Example It is worth mentioning that the â€Å"natural prices† of the aforementioned criteria, i.e. profits, wages and rents are further examined to fluctuate in accordance with the varied circumstances in the job market scenario. According to the viewpoints of various economists, it has been noted that the â€Å"natural rates† of rent, profit and wages are likely to be continuously changing due to the presence of a huge number of buyers as well as sellers and also because of the increasing market competition. Subsequently, various theories have been developed in order to examine the determinants of production function in an economy which is further believed to steer the overall growth rate in that particular nation1. Among the commonly applied theories, the most influential and certainly the most debated theories have been the growth theory of Adam Smith and David Ricardo. In this paper, the views of two economists i.e. Adam Smith and David Ricardo upon the subject matter of the determination as well as the possible evolution over time of the â€Å"natural rates† of rents, wages and profits will be analysed and compared. Adam Smith, the world renowned economist and philosophist of the 1770s, stated that the conception of â€Å"natural rate† is principally described as the price which is offered to any particular commodity in order to yield a significant portion of revenue. As per the growth theory of Adam Smith, governments play an imperative role in the determination as well the possible evolution of the â€Å"natural rates† of wages, profit and rent over time. In this similar context, Smith strongly believed that the government of any particular nation must enforce effective contracts and simultaneously grant copyrights as well as patents for the purpose of promoting new inventions and innovative ideas which can assist in greater capital accumulation within the nation, resulting in the increased wealth of the economy and therefore influencing the

Hazardous waste management Essay Example | Topics and Well Written Essays - 250 words - 3

Hazardous waste management - Essay Example In line with this, it is common place for industries to reclaim, or recover spent solvents such as acetones from waste products. In addition, industries reclaim some metals from hazardous waste materials from industrial facilities to recover metals such as lead, which is the most reclaimed metal from industrial waste (EPA, 2013). It is essential to point out that recycling of hazardous waste does not only involve the aspect of reclaiming useful products from waste materials. However, industries also reuse the waste that they produced in their manufacturing processes. For example, industries that deal with smelting of zinc reuse the hazardous waste products they produce during the processing of zinc. In this regard, these industries return the emission control dust into the furnace that was primarily smelting the zinc (EPA, 2013). In effect, these industries reuse this waste product and ensure that the hazardous waste does not pollute the environment. On the other hand, it is vital to point out that hazardous waste products can be used directly into the land, which makes the land fertile, or incorporated into other products that make fertilizer (EPA,

American History since 1865 Essay Example | Topics and Well Written Essays - 750 words

American History since 1865 - Essay Example The Founding Fathers of the United States of America, including George Washington and Thomas Jefferson, were unanimous in their belief that the foreign policy best suited to the interests of the fledgling nation was one of non-intervention in the political affairs of other states. â€Å"(America is) the well-wisher to the freedom and independence of all. She is the champion and vindicator only of her own† (John Quincy Adams, cited in Raico, 1995). This policy of free trade and non-intervention led to the Monroe Doctrine of 1823, which insisted on a reciprocal non-interference by the European powers in the Western Hemisphere, and continued until the latter half of the nineteenth century. At this juncture, a call for America to pursue a more proactive role in world affairs, in keeping with her position as a great power, began to gain popularity. Its chief adherents were in the Republican Party, and consisted of Theodore Roosevelt, Admiral Alfred Mahan, John Hay and Senator Henry Cabot Lodge, who advocated America’s adoption of â€Å"the large policy,† committed to the expansion of U.S. influence and territory overseas (Raico, 1995). This period saw the birth of American Imperialism. American Imperialism had several causes, led to American intervention in many countries of the world, and irrevocably changed American foreign policy. The causes of American Imperialism were complex and varied. Some intellectuals, like Senator Albert Beveridge, chose to expand the concept of ‘Manifest Destiny,’ which was initially used to justify American expansion on the American continent, to justify overseas expansion. Josiah Strong’s Our Country (1885), predicted a global American empire. Based on ‘Darwinian Socialism,’ it was considered the ‘duty’ of the superior Anglo-Saxon race to spread Christian and Democratic values to ‘backward’ people. This

Frankenstein by Mary Shelley Essay Example | Topics and Well Written Essays - 750 words - 1

Frankenstein by Mary Shelley - Essay Example In these regards, I faced no real difficulty or challenges when reading Frankenstein. Occasionally I came across vocabulary that I either wasn’t familiar with, or was perhaps typical of the nineteenth century that I stumbled upon, but nothing challenging to the point of disrupting the novel’s narrative flow. I believe the centering of the narrative around sensational and horrifying events greatly contributed to my interest and ease in understanding the novel. It’s this exciting nature that also led me to find the book highly intriguing and moving. There were many parts of the novel that I found intriguing and recognize that the down periods only existed so that they could be resolved in narrative climaxes. Probably the most intriguing element was Victor’s description of how he had received his education and his desire to discover the secret meanings of life, and his eventual realization of this in Frankenstein’s creation. I also found Victor’ s quest towards the novel’s conclusion to exact revenge on Frankenstein as perhaps the most moving; at this point I had become completely emotionally invested in the characters and read this section with both terror and impassioned interest. While there were many unfortunate instances in the novel, I feel most moved by the monster’s plight and loneliness, as it was not difficult to feel empathy for a lonely individual seeking a partner in life; later, the murder of Victor’s wife was also a highly moving and unfortunate element in terms of my emotional response to the novel. In reading Foster’s How to Read Literature like a Professor there were a number of features that aided and enhanced my interpretation of the novel. While I had experience examining symbols and latent meanings in novels from high school English classes, the book’s discussion of symbols really helped reframe

Persuasive Speech Essay Example for Free

Persuasive Speech Essay When signing up to be an organ donor you usually think only your major organs will be used; however, something as small as a ligament of yours is used in popular surgeries such as anterior cruciate ligament (ACL) reconstructions. When someone tears their ACL they usually have a choice to have an autograft, or use one of their own ligaments, but they can also choose to have an allograft, or take a cadaver’s ligament to repair it. Each has it’s advantages and disadvantages, but I personally think that the better option is the allograft because I think the advantages are better than using your own ligament from another part of your body. The advantages consist of faster operative time, less post-operative pain, and a faster recovery time. When taking a cadaver’s ligament it decreases the time of the operation. Since the surgeon doesn’t have to take time to harvest and prepare the allograft as he or she would have to do with an autograft it saves a little time. The big time saver though is not having to make two different incisions and not having to cut the tendon that would be taken from the patient. This advantage is perfect for the many people who can’t be under anesthesia for that long (Cluett). Since the operative time is faster due to not having to make two different incisions, the pain after the operation is a lot less painful than the autograft. Less post-operative pain is due to no incisions in the patellar tendon or the severing of the hamstring tendon to obtain the graft. The only pain you will be left with is the actual site of the ACL rather than additionally having pain in the tendon that would have been cut. Janice Lloyd, the medical reporter from USA Today states, when using a cadaver ligament the incision is usually smaller thus creating less pain on the incision site (Lloyd). Lifting of the leg is much easier and a lot less painful since the hamstring was not bothered; however, bending is still going to be just as  painful since the ACL is the major ligament being pulled when you bend the knee. Less pain significantly helps lead to a faster recovery. The Recovery is essentially faster in an allograft because of many reasons. Dr. Zane Uhland, an Oklahoma City Orthopedic surgeon says, â€Å"The incisions are smaller; therefore, helping the site be more difficult to become infected which could not only cause even more more drastic pain, but can also cause you to have to have another surgical procedure to drain the infection† (Uhland). The hamstring not having to be cut can help to prevent a dramatic loss of strength back there; therefore, allowing for less physical therapy time. Since the replacement ligament is not taken from you, you only have to focus on rehabilitating on the main muscles supporting the knee and making them strong again. Cadaver ligaments or allografts are a better choice and have better advantages than autografts when repairing a torn ACL. Although they do have their disadvantages such as infections like any major surgery, it is very unlikely for that to happen these days when done properly. I personally experienced ACL reconstructions twice throughout my lifetime. I was tackled on the football field while I was cheering at a football game. His helmet hit my knee, and blew out my knee causing my ACL to tear. When I met with my doctor they gave me the option of which surgery I wanted to try. I got the privilege of trying out both methods; using my hamstring ligament the first time then a cadaver ligament the second. The hamstring option not only put me in the worst pain of my life, but also failed after three months of returning to cheerleading. The cadaver ligament was not only a lot less painful, but the healing process was dramatically faster and physical therapy wasn’t something I dreaded going to anymore.

Business Strategy and SWOT Analysis of Nike

Business Strategy and SWOT Analysis of Nike Executive Summary. Nike is a One of the leading company in the world which generally activated in design, development and global market with high quality of equipment, footwear and accessory products. Nike is one the biggest seller of athletic footwear and apparel in the world. The Nike is got the best position in the market to go with the approach of athletic market. The company is excavate into any niche in relates with sports market as well as technical breakthroughs, retailing, management of sports and sports promotions. Nike is now going into the particular market of the Pakistan. This is the best time for Nike to introduce its womens footwear, apparel and equipment for the womens of Pakistan because the womens are getting freedom in Pakistan. Pakistan is already one of the biggest supplier for the Nikes soccer. History of Nikes. In 1962, two people from the University of Oregon created a undersized company with the name of Blue Ribbon.In the 1972, the company transformed his name and became in to the market with the name of Nike. In the current situation, Nike owns amenities in Oregon, Tennessee, Netherlands and the North Carolina. It also working in leased services for 15 Nike-towns, more than 80 Nike Factory Stores, 2 NIKE goddess boutiques and more than 100 sales and administrative offices. There are just about 23,000 people engaged by the Nike, wide-reaching. The companys first year sales did not cross $ 10,000 however, its present revenues exceed well over$10billion. Nike research lab is frequently pursuing modernization in the field of sports. The research work in the lab is circulated into three categories including biomechanics, physiology and sensory/perceptual attributes. The researches main purpose is to focuses on differentiating factors like geography, sexual category, age and skill level. Products of Nike can largely be scattered into two categories as footwear and equipment. The footwear has been sub characterized into various product lines including sports culture, running, basketball and soccer. Nike is doing their business in a very customer slanting market. This means that the requirement for the Nikes goods seriously depends on the attractiveness of the different fitness actions. The company adjusts incessantly their product mix in direct to meet demands. It manages its business cautiously, leading in hostile marketing styles and pioneering products. Nike Mission statement. our mission is to bring inspiration and and innovation to every athlete in the world if u have body, u are an athlete (My strategic plan,2008) Nike as Innovative Company. According to (S. Parkash Sethi,2003) Nike is one of the highly enterprunual and innovative company that is running on more than one ways it took all the relevancy and utilitarian in all purposes its aims to one type fits all Nike has the high tech and high quality footwear and athletic sports equipment for all seasons. Business Plan. Pakistan is the most passionate country in the world in terms of sports. It is the time for Nike to introduce his footwear and apparel for womens because womens of the Pakistan are now participating shoulder to shoulder with men in all fields of life. Most important challenges confronted women in Pakistan in the start of 1990s: rousingly  practical literacy, attainment access to service opportunities at all levels in the  economic, promoting revolutionize in the sensitivity of womens roles and status, and  getting hold of a public vote both inside and outside of the political process. Kiran khan and Robab Naz are considering role module for Pakistani womens. After the getting ranking in international ranking now Pakistani womens cricket is also very popular in the Pakistan. SWOT analysis. According to (Bohim,2008) Examining a company internal and external environmental is essential in the process of strategic planning the swot analysis which includes the analysis strength , weakness, opportunities and threats investigates both internal and external as well as positive and negative factors of a corporation on the basis of swot analysis a marketing strategy can be deverlped using corporate strengths as well as avoiding corporate weaknesses to enable a company to benefits from future opportunities with regards of future risk. Strengths Weaknesses Brand Name Dependent on footwear sale. Innovation. Dont have Nikes own retailers. Famous Spokespersons. Doesnt able to capture the local market like international market. Gradually growth Strong Research and development department. Opportunities Threats Jumped into recycling. Currency fluctuation Sunglasses and jewellery By the competitors alternative brands Maintaing e-co friendly envirement Companies financial status Market Segmentation. Market Segmentation is the process of identifying different group of users with in a market who could possibly be targeted with a separate products or marketing programs.(Michael j croft n.d ) Market Size. Pakistan with population of over 140 million has a demand of 220 million pairs of shoes annually. (Daily times, 2003) Pakistan have the population of 140 million and the Womens in that are 47.5% of the total. Location. Nikes targeted location is the Pakistani market particularly womens markets so they need to design the product according to the needs and of the Pakistani womens. Gender. Nikes targeted gender are the womens in the Pakistan that are the 47.5% of the total population that is the niche market for the Nikes and the Pakistani womens are not very much use to of exercise so they need to be very focused. Age Group. Nikes targeted customers are from all the group fellows. The products must be varied from every group the mostly used customers are the teenagers between 13 to 25. Religion. In Pakistan the majority of the Muslims and the other religions like Christians and Hindus are also have the customers in Pakistan. So the company needs to be care full the norms and values of the religion. Buying Power. The economy of the Pakistan is not so strong so the company needs to set their prices at that level where majority of people are willing to accept that product. Education. The education level is not fully up to standard but now a days Pakistan sloly and gradually going towards the bitterness and people are now able to under to understand the importance of health and safety. Cultural Influence and Business. Culture is the part of human action that is socially as opposed to gentacally transmitted. It comprises the idea through which we perceive and interpret the world, symbols we use to communicate thsese idieas, and institution which enable individuals to become socialised and satisfy their needs(David Needle 1994 ) The culture of the Pakistan is very rich and the company needs to look at the culture of Pakistan where womens are not mostly allowed to wear tide dress and so the company needs to understand the pros and norms of the particular culture and design the product according to the needs of that culture. PEST Analysis. http://www.learnmarketing.net/pestmarketing.jpg (Source,; website) According to (Management Bluffers 2000) Now a days environmental is changing day by day and its reached there where it wasnt before constantly changing the environmental make mangers job is so tough now a days. Thats why the PEST analysis is useful and simple tool for the manager where they can track the environmental changes impacts on the business it includes the social, Political , Economical ,and technological. It is difficult for others to resist comparison with (a) an inept user and (b) vermin to be eliminated. Political. Countries have both market and non-market environment. The market environment involves the interaction between households( or individuals ) and companies to allocate resources, free from governmental ownership or control. The non-market government agencies and government owned business ).(Johan D,Daniel , lee 1998) According to the current political situation of the Pakistan is trying to stable the economy of the country and if Nikes introduce new products into the market the market condition will be more better because the Nikes has the brand name in the footwear industry. Economical. Economics factors are affect the purchasing power of potential customer and firms cost of capital(John William, Curtis,2006) Nikes needs to consider the economic factor as a main role in Pakistan. During the year of 2008 Pak rupee value is decreased and Pakistan is facing the Bank crisis as well so company needs to have a very strong capital to face these situation. The company needs to consider the following steps. Current economic system in the Pakistan. Exchange rate and stability. Business cycle. Economic rate of growth Rate of unemployment Rate of Inflation. Social Factor. Social factors includes the demography of the people. How the people behave to towards the products and What are the norms and value of respective countries. In Pakistan womens are not allowed to go out for exercise so company needs to give the awareness and provide the facilities to the womens of Pakistan. Technological Factor. According to blab bulb is needs to be consider New purchasing mechanism New production technology New distribution mechanism New method of working Opportunities for new products to sell The Pakistan is developing country so the trend of online shopping is not so much popular in Pakistan still people go to the market for shopping so and distribution method is also same like people would like to by through suppliers chain. Competitors. No firm can exists in vacuum(Lay young Man,1998) It is really very important for the company to know who are their potential competitors and what the strategies they are using to capture the market as the CEO Philip kotler says a quite that business is a war without bullets. Nikes main competitors are in the Pakistan market are Addidas Puma Reebok And local Firms http://www.psfk.com/wp-content/uploads/HLIC/1ac79b884a0c8da1796d12e024fce542.jpg Although Nike is one of the biggest company in the world in soccer and footwear with a high brand name but its rival company Addidas giving really very tough time in china addidas take over china with 60% shares and Nikes is 2% behind the addidas but in Pakistan culture people are mostly brand oriented and Nike is already working in soccer industry in Pakistan so Nike has competitive advantage that Nike is contributing in the economy of the Pakistan. To introduce the new product into the market the company needs to analyse the the porter five forces as well to compete with rivals the company needs to understand and make a good strategy for these forces. Marketing Mix . The set of tools that management can use to influence sales(Philip Kotler) Every targeted market needs to be a exceptional marketing mix to convince the needs of the beleaguered consumer to achieve the firms goal the strategy must be followed by the each of the every single 4p and Because these four ps are the basics of the strategies that to achieve the firms goals. Nike also must follows this strategy to enter into the Market of Pakistan. Product. Nikes Product in respect of Pakistan market is the womens footwear and apparel Nikes needs to design the product as the demand of the market in Pakistan and needs to keep in mind the cultural barriers that are faced by the womens of Pakistan. Price. According to(Stafanie Hoffmen 2005) Price is a potential marketing mix because it has the direct impact on the consumer , economy and the company as well. The price is major indicator about the quality of the product. Due to depressed economy and like other developing countries people of Pakistan buying power is not so strong 98% people are living average level life so Nikes needs to set that price for the products that are acceptable by the majority of the population . Place or Distribution. Place or distribution strategies are concern with making product available when and where customer want them(Charlas W lamb,2009 ) In Pakistan the areas of capturing where the more output the company get is the main cities of Pakistan like Karachi, Lahore, Islamabad. These are the main markets for the Nikes to be captured. And needs to be the access able for the customers. Promotion. Promotion or Marketing communication is the component of marketing mix used to inform and persuade the targeted audience to buy or use and organization products promotion is the element in the marketing mix that communicates the key message to targeted audience(Richard barker, Gorge,nd ) In Pakistan Nikes has the best opportunity for promotion to use the Pakistani womens heros like Robab and Kiran khan and the Pakistani womens cricket team players to promote and products and the brand name in the country. The best method of advertising and promotion in Pakistan is electronic media. Recommendations. In current situation Pakistan market is niche for women footwear and apparel. According to the research. It is recommended that Nikes needs a very strong and tactical strategy for Pakistan because in Pakistan womens are getting rights but still that is a conservative country. Pakistan is an Islamic state where womens are not allowed to wear tides and bikinis and also in Pakistan only in big cities there are separate exercise clubs for the womens so Nikes also needs to develop health clubs and take a part in spreading the awareness of health issues. Pakistan market is good market but more than 80% population is under the poverty level so price needs to consider most in this.

Leadership ethics of legalizing marijuana

Leadership ethics of legalizing marijuana Introduction Marijuana, also known as weed, grass, bud, or pot, is the second most commonly used recreational drug in America, behind only alcohol, a legal substance. The drug comes from the leaves of the hemp plant, cannabis sativa. It has a high concentration of the drugs active ingredient, Tetrahydrocannabinols, also known as THC. While many users smoke the leaves of the plant to get high (psychologically impaired), studies show that marijuana has many legitimate medical uses. These uses include alleviating nausea due to chemotherapy, improving the severe weight loss of AIDS patients, and treating pain which may not respond to mainstream opoids such as Morphine. Marijuana has been used throughout history for both medical and spiritual purposes. It has been used to relieve stress, reduce pain, and cure fatigue, however United States Federal Law classifies marijuana as a schedule I substance in the Controlled Substances Act. This act defines schedule I drugs as having three traits: The drug or other substance has a high potential for abuse. The drug or other substance has no currently accepted medical use in treatment in the United States. There is a lack of accepted safety for use of the drug or other substance under medical supervision. (Controlled Substances Act 2002) This act does also define Tetrahydrocannabinols as a schedule I drug, thus making the possession of marijuana illegal under federal law. However, some state governments have gone against the federal precedent and legalized marijuana for medicinal purposes. In 1996, California was the first such state, under Proposition 215. However, even within these states, some counties may choose to not support the legalization. This had led to the arrest of many patients who may have unknowingly travelled into the wrong county. Outside the United States, the legislation regarding marijuana possession and use is much less restrictive. Parts of Canada and several countries in Europe have legalized the use and possession of marijuana for both medicinal and recreational purposes. The figure below shows several legalization levels for nations around the world. As one can see on the map, a majority of European nations as well as most of South America have decriminalized marijuana use whereas most of the United States are red, meaning marijuana is confirmed illegal. There are three possible options for legalization, each with its own benefits, drawbacks, and ethical issues for our leaders. The three options are complete prohibition (US Federal Law), legalization of medicinal marijuana (California Law), and the complete legalization. This paper seeks to not only analyze the three options for legalization (or prohibition), but more so to evaluate the issues implications for the ethical decisions of leaders. The issue of marijuana becomes an ethical issue when you consider the fact that prohibition of the drug also prevents patients from getting the aid they need. Leaders of the United States and any other government dealing with this issue need to consider the ethical implications of their decisions. As discussed in Defining Moments, these decisions can be considered right vs. right decisions or decisions where both options seem to be right. In the case of marijuana legalization, leaders and lawmakers are considering the ethical weight of allowing patients the medicine they need or completely preventing the abuse of an illicit drug. Both decisions seem right in their own ways but the options exclusive of each other. This forces leaders to evaluate their own morality and utilize their ethical decision making capabilities to make a decision that, based on all ethical factors, they can consider right. Through the examination of ethical, legal, and economic factors, this paper will reveal that the legalization of marijuana is the most forward thinking and ethical option for dealing with marijuana. However, in order to enact this change, transformational leaders who recognize the benefits and drawbacks of all options must be a part of the decision making process. The paper strives to reveal significant insight to the following question. Why do leaders choose to support or oppose the legalization of marijuana? Considering pertinent evidence, what option for the legalization of marijuana is most ethical? And, what type of leadership is necessary to do the right thing? Leadership in Theory Leadership ethics and the moral decisions they are forced to make have long been a topic of philosophers discussions. The way that leaders reveal themselves through their ethical decisions affects how their followers view them. Additionally, the morals which a leader portrays will be mimicked among much of the population. In this way, leaders have the power to mold the morals and views of those they lead. This power can be either beneficial or destructive to the leaders power depending on how its utilized. Adolf Hitler used this power, for horrific purposes, to create a sense of extreme pride and nationalism which caused them to follow him somewhat blindly. Plato, a Greek philosopher, argues that leaders must make ethical decisions based on the greater good of the people affected by the decision. That is, rule not with self interest, but the interest of your followers. This frames the analysis of the legalization decisions because, if leaders believe that the use of marijuana can benefit their citizens then, according to Plato, legalization is the morally right option. In The Ethics of Leadershipip, Joanne Ciulla provides a passage from Plato which states, because our bodies are deficient rather than self sufficient, the craft of medicine has now been discovered. The craft of medicine was developed to provide what s advantageous for a body. (Ciulla, 19) Therefore, if marijuana were proven to be a medicine it would then be considered by Plato advantageous to the citizens. Therefore, providing the ability for the suffering to get this medicine would be good leadership. Ayn Rand would disagree with Plato, however. Rand argues that leaders must rule with their own self interest as their primary motivator. She says, Accept the fact that the achievement of your happiness is the only moral purpose of your life, and that happinessis the proof of your moral integrity. (Ciulla, 51) She believes that the pursuit of ones self interests is indicative of their dedication to their morals and values and that, Rand argues, is the proof of your morality. This frames the analysis of the ethical implications of marijuana legalization, because, as Rand would argue, unless the leaders and lawmakers were somehow benefitting from legalization they should not choose to enact such laws, regardless of what others want and/or need. However, there is one theory that seems to be key to enacting any sort of change in marijuana laws. The necessity for transformational leadership is vital to the cause of bringing about change. Transformational leadership is a type of leadership where leaders use their power to enact valuable and positive change in the people they lead. (Bass) This consideration is important for two reasons. First, in order to reform marijuana laws, transformational leaders will be needed to enact the changes. Secondly, these transformational leaders will be compelled to enact this change if they can see it as valuable and positive. So, if you consider this theory with Platos thoughts, the medicinal purpose of marijuana would be advantageous and, thus, the legalization of it would be a valuable and positive change because it would allow people to get the things their bodies need. So, for the sake of this evaluation, I will examine the presence (or absence) of transformational leaders. Therefore, the framework for this paper will be the three theories of leadership that I have outlined in this section. For each option of legalization, I will discuss the ethical issues that leaders face when dealing with the question of legalizing the use of marijuana. I will also add discussion on each option with respect to each theory; Plato, Rand, and the idea of transformational leadership. What this paper serves to prove is that, under the theoretical framework outlined in this section, the legalization of marijuana appeals to all three of the theories discussed above. So, under this framework, legalizing and taxing marijuana is the most feasible and potentially successful option. However, during this discussion, I will answer the questions of how each option of legalization discussed in this pertains to the three theories of Plato, Rand, and transformational leadership. Option 1: Complete Prohibition The first option I will discuss is the complete prohibition of the possession and use of marijuana for any purpose. This is how a large portion of the United States operates. Marijuana is considered taboo to mainstream culture, so its use outlawed. However, cannabis is still the second most used recreational drug in America. (Joy 1999) Pros Now, this does accomplish some important goals. First of all, it serves as a mode to limit the abuse of the drug. By criminalizing the possession and use of marijuana, law makers will deter some citizens from using the drug. Many people do view this deterrence as a good improvement and they cite the harmful effects of smoke inhalation as their justification. One of the most popular argument is the effects that smoking marijuana has on the lungs. As with inhaling any type of smoke, carcinogens in marijuana smoke can cause damage to the lungs and respiratory system. Tan argues, Participants who had smoked at least 50 marijuana cigarettes but had no history of tobacco smoking were not at significantly greater risk for either outcome. (The outcomes were respiratory symptoms and COPD) This statement suggests that smoking marijuana has similar effects on the respiratory system as smoking tobacco. Further, he says, Those who had smoked both tobacco and marijuana had a significantly greater risk of COPD and respiratory symptoms. (Tan, 2009) Tan is proving is that, while solely smoking marijuana is no more dangerous that smoking cigarettes, combining the two significantly increases the risk of respiratory issues. Therefore, the prohibitionists justify criminalization by claiming that the use and abuse of marijuana has degenerative effects on the lungs. Another claim cannabis prohibitionists make to justify their stance is that marijuana use has addictive properties, similar to nicotine. They claim that marijuana addiction is a critical issue in the legalization discussion. Their main focus is the addictive effects on youth. In a study by Iain McGregor on the effects of THC injections on the brains and behaviors of adolescent and adult male rats, McGregor found that adolescent brains are still maturing, and say they seem to be more vulnerable to THC (Youngsters, 2007). The article cites that after the injections of THC, the adult rats avoided the injection area, however, the adolescent rats showed no such aversion (Youngsters, 2007). This observation, McGregor says, shows that the adult rats, contrary from the adolescent subjects, found the THC unpleasant. Since the test was set up to mimic human conditions under heavy cannabis usage, this would suggests that youths are more susceptible to becoming addicted to cannabis since they sh ow no disdain for the effects of the drug. This conclusion is underscored by the fact that, according to the US Substance Abuse and Mental Health Services Administration, adolescent cannabis use is rising. This means that more youth are trying marijuana and, based on McGregors results, becoming addicted to the effects of THC. Cons However, the complete prohibition of marijuana, along with the arguments that prohibition supporters use to justify it, has flaws. One of the largest such drawbacks of prohibition is the matter of getting medicinal marijuana to patients. Additionally, marijuana has been shown to have preventative medicinal purposes. An experiment by Prof. Raphael Mechoulam showed that the use of marijuana can significantly slow the effects of Alzheimers Disease. In this experiment, Mechoulams team found that cannabinoids not only prevented cognitive decline, but also reduced the inflammation associated with the disease. Inflammation is normal says Gary Wenk of Ohio State University, however, in some cases, this inflammation gets out of hand and causes serious damage (Pot May Help, 2006). There is a solid link between chronic inflammation in the brain and the progression of Alzheimers Wenk says, but mentions that the anti-inflammatory properties of marijuana can help to prevent this. However, all of t his is null if the drug is criminalized. Those with family histories of Alzheimers are forced to accept the onset of the disease because lawmakers deemed the drug illicit. The justification, discussed above, of the prohibition of marijuana is also flawed. For example, the argument regarding the respiratory damage from marijuana is hypocritical. The study discussed above demonstrated that marijuana smoke is equally as destructive as tobacco smoke. Tobacco, however, is legal. So, how can the prevention of respiratory damage be a viable justification if you are not going to prevent the damage from an equally as dangerous substance? Ethical Issues These benefits and drawbacks of prohibition are part of the ethical struggle that leaders have to face. On one hand, prohibition does what iss morally right by protecting citizens from a harmful drug. However, the proof of the harmfulness of marijuana is light and many studies show it to be no more dangerous than other, legalized, substances. In 1988, then DEA Judge Francis L. Young said, Marijuana is the safest therapeutically active substance known to man safer than many foods we commonly consume (Armento, 2009). So, if it is in fact safer than most foods and, at the very least, it has therapeutic benefits, why is there a need for it to be prohibited? Additionally, the attempt to stop the use is failing. Youth usage levels are rising and the use of marijuana is not isolated to those states that have since legalized medical marijuana. In fact, marijuana usage is no regionally exclusive in this country. The map below shows the states with highest reported marijuana usage in the United States. The graph shows a rather even distribution across the countries, with high usage rates in the Northeast, West, and Midwest. This is a demonstration that the prohibition of marijuana is not successful. In regards to leadership, the leaders supporting the prohibition of marijuana are playing it safe and staying with the status quo. No signs of transformational leadership are being demonstrated by lawmakers who arent striving for change, but instead leading to remain in power. This is despite the fact that data such as the figure above show that the citizens see marijuana as a positive and are yearning for change to the current laws. Transformational leaders would recognize this and work to enact this positive change in government. This means going against the status quo and transforming the legislation into something the people support. The other side of the ethical debate over prohibition is that it limits the ability for patients to receive the medicine they need. I explained earlier how marijuana can be used as a preventative medicine to prevent Alzheimers and in later sections I will discuss, in further detail, the beneficial effects of medicinal marijuana. However, prohibition offers no permissions to patients to obtain the drug. Nor does it allow any judicial allowances to those arrested for the possession or use of marijuana, even if they are using it for medical reasons. Ethically, this is the weakest part of the argument in favor of prohibition. Lets analyze this piece using sleep test ethics. In his book, Defining Moments, Joseph L Badaracco discusses sleep test ethics as a means of evaluating ethical decisions. Badaracco explains sleep-test ethics as a person who has made the right choice can sleep soundly afterward; someone who has made the wrong choice cannot. (Badaracco, 1997) If we apply this to the idea of prohibition, we can see the ethical issue involved in prohibition. If you had to deny a dying patient the medicine to ease their suffering in order to continue a feeble attempt to control the recreational use of the medicine, would you be able to sleep soundly at night? These are the issues that prohibitionist lawmakers face when dealing with marijuana in their districts. It seems to be a policy vs. people debate, but at the heart is the a moral and ethical battle between right and right. Badaracco explains these right vs. right situations as defining moments which are used to not only reveal but shape a leaders character. How our lawmakers handle the issues of marijuana prohibition will affect how others view their morality. Option 2: Legalization of Medicinal Marijuana The second option for marijuana legalization is to legalize the medicinal use of marijuana only. Currently, there are 13 states that have disregarded the federal prohibition laws and have legalized the possession and use of marijuana for medical purposes. These states, with the year in which they legalized medicinal marijuana are shown in the table below. Pros Marijuana has been used as medicine since ancient times. It has pain relieving and anti-inflammatory properties when smoked. This is because the heat of burning the cannabis activates the THC in the plant which then enters ones body with the smoke. Through most of the 80s and 90s, the United States federal government prohibited the testing of marijuana smoke for medicinal purposes. However, in 2002, the Drug Enforcement Administration granted approvals to scientists for the limited use [of marijuana] in scientific experiments. (Hilts, 2002) In his article, Hilts said, that scientists at the University of California will begin testing the effects of smoking marijuana on the limb pain experiences due to Multiple Sclerosis and AIDS. Scientists have found evidence that links marijuana, specifically THC, with medical benefits, both curative and preventative. As I have explained above, THC has shown to have preventative effects against Alzheimers disease in older people. Additionally, it is a drug of interest because it is one of the few prescribed for neurological decay that doesnt just focus on the symptoms, but instead, the root cause, the inflammation due to age. However, marijuana also has very significant curative benefits as well for patients. In his review of the Dying to Get High, Ellis cites a story from 1992 where a woman was using marijuana with successinstead of pharmaceutical drugs to control her seizures. (Ellis, n.d.) The seizures, Ellis said were caused by a car accident 20 years ago and the woman, Valerie Corral, had successfully controlled them for those 20 years with marijuana. Ellis elaborates on some of the other proven medical uses of marijuana. He says, In practice, this includes nausea and appetite loss in Cancer and AIDS treatments, chronic pain, glaucoma, and seizures related to multiple sclerosis, muscular dystrophy, and epilepsy. (Ellis, n.d.) Studies have shown that intra-ocular pressure can be reduced by 45% through the use of marijuana (Hanrahan, 2006) This reduction is particularly important to the treatment of Glaucoma. The studies also show that cannabis also has antimicrobial action and antibacterial effects su ch as being able to destroy and inhibit the growth of streptococci and staphylococci bacteria. (Hanrahan, 2006) These bacteria are responsible for staph infections more common and in severe cases MRSA. The results suggest that cannabis, or specifically THC, can be used to eliminate and prevent staph infections. Additionally, by legalizing the use of medicinal marijuana, it is allowing more studies to be done, which may lead to more discoveries and cures. But most importantly, your helping the lives of patients with AIDS, Cancer, MS, and other to be made a little less strenuous and easing the suffering from their disease. Cons Legalization of medicinal marijuana is a somewhat meet in the middle option, meaning that it tries to appease as many people as possible. This option allows for the government to still attempt preventing the recreational use of the drug without denying patients the treatments they need. Therefore, the cons of this option are limited and weakly supported. Ethical Issues By legalizing cannabis for medicinal use, you are recognizing that the drug has beneficial uses for the prevention of many serious diseases, such as Alzheimers, yet you are still deeming it unsafe for recreational use. However, if the drug is being used for preventative measures, then recreational use would actually be beneficial to the population. Granted, abuse may become an issue over time, but so is the case for alcohol, yet that is not currently prohibited. Also, it may be harmful to the lungs and respiratory system, but no more so than tobacco smoke, which is also legal. Ethically however, it appears to be the moral thing to do. While there are some initial signs of transformational leadership, the changes are not significantly affecting all citizens. Leaders, while changing the laws in their state, are not pushing for the change in the federal law, which legally overrules the state laws. Therefore, in reality, the leaders are acting in their own self-interest, as Rand would suggest they do. They are maximizing their votes without taking a firm stand on either side of the argument. This is a way to keep them in office and ensure their own interests. However, they are showing no dedication to their own morals and values, which Badaracco says is how one reveals their ethics, by remaining dedicated to their set of values. Option 3: Complete Legalization Complete legalization is the more sparsely used option of the three. Only certain areas of Canada, such as Montreal, and few nations in Europe, such as Netherlands, have completely legalized the use of marijuana for any purpose, medicinal or recreational. This option shows the highest potential for economic benefit by allowing for the taxation while freeing up funding from the War on Drugs. Pros Throughout this analysis I have made several comparisons of marijuana to alcohol and tobacco. Marijuana is no more addictive or harmful physically than these two legal substances. So, marijuana could yield similar financial benefits through taxation as cigarettes and tobacco. Currently, tobacco is taxed by federal, state, and local governments which generate revenue for all organizations. Some places, where medical marijuana is legal, have begun taxing medical marijuana to benefit from its legalization. Oakland, CA was the first such city to do so, with support of 80% of the population. Once President Obama promised that the federal government would not interfere with a states regulation of the drug, transformational leaders, such as Tom Ammiano of California, introduced a bill to legalize the cultivation of marijuana and its distribution and sale to people over 21. (Puff, Puff, Pay, 2009) It seems that in our current economic crisis, any additional revenue would be viewed as a valuable and significant opportunity and some leaders are realizing that marijuana can be one of those opportunities. The California Board of Equalization estimates that, if Assemblyman Ammianos bill succeeds, the state of California could generate $1.4 billion in revenue. (Puff, Puff, Pay, 2009) The legalization of marijuana would also help to spur a boost in cannabis related tourism. For a state such as California, struggling through the economic turmoil our country has been in, these financial benefits are very appealing. And, if the policy were enacted nationwide, the revenue generated would simply multiply. Cons There are some noticeable drawbacks of the legalization of marijuana, but none nearly as significant as the financial gain from the legalization, sale, and taxation of cannabis. One such concern is that of addiction of people to cannabis. A Substance Abuse and Mental Health Services Administration study has shown that the number of cannabis addicts has risen from 12% to 16% since 1997 (Puff, Puff, Pay, 2009). While this is not a particularly significant increase, this is a valid consideration when discussing the concept of legalizing marijuana use. This number would most likely increase more if marijuana were legal, however, the significance of this increase cannot be estimated. Ethical Issues This option for legalization requires the highest level of transformational leadership. The lawmakers need to realize that the legalization can be a valuable and positive change if executed properly. This positive change could not only allow the medical use of marijuana to cure and ease the suffering of significant diseases but also help their economy. Alcohol and tobacco are currently some of the most profitable industries for the United States government. Marijuana could generate revenue equal to, if not greater than tobacco and alcohol. This concept plays directly into Rands advice for leaders. Creating revenue for their state would secure their place in office as well as possibly affording our leaders some financial gains, such as pay raises and tax breaks due to increased revenue. Therefore, the legalization of marijuana to secure financial gain would be ruling in ones own self-interest, a concept that Rand is very adamant about. Additionally, Platos theories regarding ruling for the greater good come into play in this option as well. By legalizing marijuana completely, you are giving people the right to choose if they want to use marijuana and what they would like to use it for. Giving people more rights can be considered to be for the greater good. Also, it boosts the economy and creates jobs as retail, manufacturing, and shipping organizations will need to be developed to support the legalization. Conclusions This paper analyzed the three options of legalizing (or prohibiting) the use of marijuana for both medical and recreational reasons. It has presented the benefits and drawbacks of both marijuana and its legalization/prohibition. It has framed the analysis within the writings of Plato and Ayn Rand as well as against the ideas of transformational leadership. But what option is best or more right? In order to answer this question we must think of our criteria, or the framework of the analysis. We must judge each option based on this framework. A table below shows each option and how it pertains to the pieces of our framework. From this table we see that, each theory helps to support the case for complete legalization. Both philosophers views are present in the effects and consequences of this option. Allowing people the right to choose and the right to select their medicine is Platos view of ruling for the greater good. The tax benefits that leaders will undoubtedly see (though may never be officially attributed to the legalization of marijuana) is Rands view of ruling with self-interest. And the fact that they are transforming the values, morals, and ideas of what is acceptable of a society for valuable and positive change demonstrates their understanding of and dedication to the theories of transformational leadership. Under these criteria, the prohibition of marijuana completely does not support any of the theories by which we are evaluating. Therefore, in conclusion, the legalization of marijuana seems to be the best option for dealing with this issue. The legalization would allow the people who need treatment to get it and it could help with the economic crisis which is currently ravaging the world. Additionally, since marijuana has proven to actually have benefits, unlike tobacco and alcohol, it is a positive change in the culture of society. While laws pertaining to marijuana will need to be developed (similar to tobacco and alcohol), the regulation of marijuana use by the government will, in the end, prove to be a very profitable decision. I think it is the best decision ethically as well. The people, who want to use it, are. The people, who dont want to use it, arent. I dont feel as though this will change significantly by legalizing the drug. Therefore, the consequences of such a decision are minimal, as its almost a case of realizing the current situation and making legislation to benefit from it. References Armento, Paul. Marijuana Is More Mainstream Than Ever, So Why Is Legalization Still Taboo? Marijuana Law Reform NORML. The National Organization for the Reform of Marijuana Laws, 3 Nov. 2009. Web. 8 Nov. 2009. . -. The Voters Have Spoken à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬ Again! Marijuana Law Reform NORML. The National Organization for the Reform of Marijuana Laws, 3 Nov. 2009. Web. 8 Nov. 2009. . Badaracco, Joseph L., Jr. Defining Moments. Boston: Harvard Business School Press, 1997. Print. Bass, Bernard M., and Ronald E. Riggio. Transformational Leadership. 2nd ed. N.p.: Psychology Press, USA , n.d. Print. Boulder Planning Board: Tread Lightly on Medical Marijuana.(Nov 6, 2009).TalkLeft: the Politics of Crime (Blogs on Demand),p.NA.RetrievedNovember 12, 2009,fromHealth Reference Center AcademicviaGale: http://find.galegroup.com/gps/start.do?prodId=IPSuserGroupName=lom_gmstar Catherine Laughlin. (2005). U.S. Supreme Court Hears Oral Arguments in Ashcroft v. Raich Background.The Journal of Law, Medicine Ethics,33(2),396-9. Retrieved November 12, 2009, from ProQuest Nursing Allied Health Source. (Document ID:860574931). Cops injured in clash with drug traffickers; Two SOG officials were assaulted after they caught two youths carrying ganja by train.(Nov 8, 2009).DNA (Daily News Analysis),p.NA.RetrievedNovember 12, 2009,fromEducators Reference CompleteviaGale: http://find.galegroup.com/gps/start.do?prodId=IPSuserGroupName=lom_gmstar Could Medical Marijuana Benefit Fort Hood Trauma Victims?.(Nov 6, 2009).Digital Journal (Blogs on Demand),p.NA.RetrievedNovember 12, 2009,fromHealth Reference Center AcademicviaGale: http://find.galegroup.com/gps/start.do?prodId=IPSuserGroupName=lom_gmstar CRIMINAL PRACTICE: Marijuana Possession.(Nov 6, 2009).Fulton County Daily Report,p.NA.RetrievedNovember 12, 2009,fromGeneral OneFileviaGale: http://find.galegroup.com/gps/start.do?prodId=IPSuserGroupName=lom_gmstar Ellis, B H(Sept 2009).Dying to Get High: Marijuana as Medicine.Contemporary Sociology,38,5.p.433-434.RetrievedNovember 22, 2009,fromGeneral OneFileviaGale: http://find.galegroup.com/gps/start.do?prodId= IPS user GroupName=lom_gmstar Hanrahan, C.Frey, R. P..(2006).Marijuana.Gale Encyclopedia of Medicine, 3rd ed.,Vol.3(3rded.,pp.2351-2355).Detroit:Gale.RetrievedNovember 22, 20

Some Writing from Nancy Tucker :: Literature Papers

Some Writing from Nancy Tucker This page contains three pieces, Advice to Young Poets and Writers, Driving,and The Big Five- O. Advice to Young Poets and Writers Life is not easy. Write. Because you can, you must. Remember your roots, your pain. Use them. But roots and pain are not enough--move on from your own past. Look outward--use your eyes to see both what other people do not see and what other people see but do not talk about. Write. Learn to listen to the crickets, the dogs, the squeak of bicycles and to other people's stories. Ask questions. Wait for answers. Write. Look inward--test truth on your own pulses. Writing is both art and craft Use your skill, your talent to tell the truth--that's the point of being a writer. Write. Avoid self-righteousness--other people have truths, too. Laugh. And cry. In the same sentence, if you can do it well. Be afraid. Write anyway. Always, always, always do what your teachers say cannot be done. And when you teach, if you teach, remember you too are a learner: respect your students' truths even as you nudge them toward growth. Write. Begin now. Nancy Tucker April, 1997 Return to 313-2000 Return to 313work Return to 840 work Return to Nancy Tucker's homepage Driving It’s 6:30 and I drag my briefcase to my car, pull out of the parking lot and join the snake of cars heading home. The white line becomes my guide as darkness slips down behind me. I’m on the road again, Willie. Drivin’ my life away, Eddie. I eat flattened fruit ‘n’ pastry bars from a side pocket in my purse and wish for pasta in alfredo sauce or a thick burger and a beer. But I’m still driving, driving, driving, so there’s no hope of that. nt ? March, 2000 THE BIG FIVE-0H by Nancy Tucker I have a book on my nightstand called Aging Gracefully. Someone bought it for me, hoping it would give me hope and courage, I guess. It's next to another gift book, Women Turning 50. Oh yeah, you guessed it. In a few days. The Big 5-0. Half-a-century. Yeah, it boggles my mind, too- I'm gonna be 50. While I'm pleased that people think of me and care enough to give me books, I really believe that 50 is something that happens to someone else.

Resistance as the Byproduct of Separate Spheres :: Essays Papers

Resistance as the Byproduct of Separate Spheres The history of women in the United States is primarily a study of gender, the social construction of sexual difference, through time. The nineteenth century stands out as the period when the code of separate gender spheres emerged and yet, already, began to come into question. Social forces of economic and religious change sculpted gender into a dichotomy differentiated along roughly the same lines as (what we can now consider problematic) divisions between the private/public, emotional/rational, and consuming/producing. Men occupied the privileged side of each binary, relegating women, as a sex, to a gender built of a series of traits defined in opposition to masculine privilege. During this same century, the ideology of separate spheres was increasingly challenged at many levels by critiques and movements for equal rights, substantive justice, and particular ‘women’s issues’. Note first, that as gender is an issue of social construction, this construct can only be shared by particular groups who share social constructs and even then gender is understood in certain limited ways. To accommodate for this and avoid footnoting what may well be entirely distinct histories, I will only discuss the gender through time of Northern white women. For this constructed gender, the changes that brought the code of separate spheres, by changing the relationships of the domestic sphere, also brought the most fundamental challenges to the code, much more so than equal rights in the public sphere could or would accomplish. In order to determine what a fundamental challenge to the code of separate spheres would sound like, it is necessary to determine the nature of the code’s existence. Obviously, this code of spheres did not exist somewhere crawling about a forest floor, rather it was an ideological tenet of a particular society. This does not mean, however, that it was then understood as simply a belief of one group of people in one time and place. Instead it was seen as natural and permanent. As Justice Bradwell explained in a late nineteenth century case, â€Å"the civil law, as well as nature herself, has always recognized a wide difference in the respective spheres and destinies of man and woman† (Bradwell v. Illinois, 83 U.S. (16 Wallace) 141 (1872)). Outside of the courtroom, Lydia Sigourney echoed this sentiment in a book targeted for women, exhorting them: â€Å"[c]onsider the sphere in which thou art placed, as the one in which God willeth thee to be† (Sigourney 109) .

Discussing Business and Communications

When someone mentions the word communication, one†s thoughts turn to a newspaper, the radio, television, or another more common means of mass-type communication. One does not usually make the connection between communication and other institutions such as business. Good business, however, goes hand in hand with good communication. Good managers and professionals realize that the ability to communicate is not a silly frill; it†s a necessity that helps all accomplish their work (Murphy 2). Therefore the question is often posed: Are these problems of poor communications that face managers and professionals becoming more and more critical? The evidence suggests the answer to be yes- these problems are serious and are growing more and more serious everyday. John O. Morris, a Management Communications Consultant consolidates this problem into a single statement called the Morris Maxim. It states that â€Å"Communications problems grow much faster in any organization than the organization itself grows† (Morris 3). This maxim emphasizes the need for better communication in organizations such as big business through the implication of what would happen if that organization did not fix it†s structure to better handle increasing communication needs. However, before dealing with a solution to the problem of communication in business, (frequently dubbed business speak) it is important to understand how big business operates. Big business was created in the mid-1800†³s to organize corporations such as the railroad, oil and steel industries. At that time, the only other organizations that had a similar size and structure were the Roman Catholic Church and the United States Army. These organizations are extremely authoritative in nature, and use a system of hierarchical communication. This translates into a business organization/communication style which is basically condescending in nature and is based primarily on status . Business speak is often straight, to the point, and beneficial to the individual speaking first, and to others second. This shows its hierarchical origins in that very often, the speaker is one who will use one or more power strategies, mostly the perception that someone can inflict negative consequences. Other issues in business communications include lack of responsibility in the upper ranks of the hierarchy, lack of training in good communications for the majority of employees, and lack of honest, direct conversation between business and it†s customers. These problems need to be fixed for a business to truly succeed, and can be fixed if managers and high-ranking officials take the initiative and implement a few simple and straightforward techniques into their business styles. Current problems facing business communications deal mainly with the apparent lack of functional inter-level communication. That is, communication employees as well as customers can understand. One of the main reasons behind this lack of understandable communication is that there are some many ways to avoid good communication and maintain the status quo for the short term. These mostly pertain to issues brought to a company from outside sources. These include letters of complaint, inquiries from government bodies such as the Federal Trade Commission, and published evaluations (i. e. editorials, product reviews). Instead of addressing these issues head-on and dealing with them, companies are more likely to dodge responsibility. There are 2 main ways to dodge accountability: denial and evasion of responsibility (Benoit, 90). In using denial, a corporation or employee refuses any wrong-doing, and usually transfers blame to another company or employee, often one that is lower on the â€Å"corporate ladder†. This is similar to evasion of responsibility, which often names scapegoats. In addition to that, evasion tactics often claim that any wrong-doing was an accident, or that the intentions behind their actions were good. These tactics allow for excuses to be made and for responsibility to be forgotten. Lastly, some companies will refuse to accept any wrongdoing, and simply fix the problem. This was the case when Tylenol was accused of allowing their merchandise to be tampered by not putting a safety seal on their product†s bottle. This prompted Tylenol†s executives to start sealing their bottles, but they never accepted responsibility for not sealing them in the first place (Benoit 92). This is just one example of a company distancing itself from blame. In order for there to be good communication, corporations must begin accepting responsibility for their actions, and begin making sound business decisions based on what the customer wants and needs. This would be most advantageously served with clear communication between a company and it†s customers. On the whole, communications between companies and customers are based on a â€Å"need to know† basis. There are exceptions to this rule, however. One company has done an increasingly good job in maintaining good communications lines with it†s customers. Intel, Inc. s a computer micro-processor firm that controls over 90% of the computer chip-set industry (Yahoo Tech Headlines). In their annual report, Intel†s top executives announced the creation of a â€Å"sort of R&D lab and strategic think tank to the industry† in which â€Å"we (will) work with PC makers, software developers and PC users to understand their future needs and wishes, and work intensely with industry leaders to develop products or specifications that meet those needs†. In doing so, Intel has opened a direct link to it†s customers, allowing for direct customer impact on some of Intel†s management and directional decisions. However, even the most open and direct company is not without it†s business speak. The following was taken from the same annual report, under the heading â€Å"Taking responsibility for our own growth†: We know we can't wait for growth to come to us. We are responsible for our own future and work to make it as successful as possible by removing roadblocks to PC platform growth, developing preference for the Intel Inside(R) brand among PC users and supporting emerging PC markets around the world. Together, these strategies build value for our stockholders, which is, after all, our most important goal. While this may look like a positive, non-aggressive statement, one finds a different meaning when looking at it from a business speak point of view. The most obvious example of business speak is the phrase â€Å"removing roadblocks to PC platform growth†. Basically stated, Intel wants to buyout or take-over any companies that might stand in the way of allowing Intel to control the industry. If Intel were to come right out and say this, there would be massive investigations from government and consumer groups that would plague Intel for years. Therefore, by tailoring what they tell their customers and stockholders, they are dodging a bullet and enforcing a hierarchical position over it†s customers and stockholders. However, customers are not the only one†s often left in the dark on business decisions. Sometimes, even high ranking officials are not consulted and are left to adapt to a change they had no say in. Such was the case with James Bennett, CEO of Picadilly Cafeterias, Inc. In 1986, then chief financial officer Bennett sat in a meeting and listened as Picadilly†s CEO announced plans to change the recipes of some of their most popular items. These changes were to be unannounced and were never tested or approved internally. There was no communication between the CEO and the company. James Bennett quit later that week and Picadilly†s sales plummeted from $11 a share to $6 (Forbes, 63). In 1992, Bennett was back in action, this time as CEO. He began a comprehensive overhaul that brought back the â€Å"good home cooking† that was the Picadilly tradition. â€Å"I†m just going back to ways that have always worked† (Forbes, 63). Those ways included clear communication between customer and company, as well as between employer and employee. That difference has translated into profit: shares in Picadilly are now worth $14 a piece (Forbes 64). He proved that a business can not be run on a spreadsheet alone. Knowledge in the area of communication, even if at the most elementary level is one of the key factors in a successful employment history. In a survey of 13,586 of its college graduates, General Electric Company found that the great majority of its employees cited written and verbal communication as the college training that had contributed most to their success in business (Zelko 7). It for this reason that many colleges have reported an increase in enrollment in communications classes. In addition to college courses, companies are now beginning to take the initiative and teach their current employees communications skills. This in-service of sorts can be accomplished very efficiently if a few guidelines are met. These include the establishment of an informal and permissive climate, the establishment of the value and importance of the training, and general across-the-board participation- that is, contributions to the group from all of it†s members (Zelko, 8). These guidelines ensure that the environment will be right to help educate the employee that is not versed in communication. This training can be a catalyst in the growth of a business, as well as helping to create a work-friendly environment that encourages productivity (Murphy 9). The American Management Association calls the ability to communicate a â€Å"vital skill of management†, and declare that â€Å"progressive companies now recognize (this ability)†. It is important to improve not only downward communication , but upward communication as well. Values of good downward communication include the ability to help a manager†s authority to be accepted, an evocation of cooperation that helps to solve problems, and a general expression of a more friendly atmosphere that builds morale everywhere (Murphy 281). Values of enhanced upward communication include the ability to forewarn top management of employees† reaction to policies, clarification of directives, and ability to offer valuable ideas to supervisors (Murphy 281). These values can help improve business exponentially, mostly due to the combined efforts of employees and their supervisors. When upward and downward communication has been established, the major problems dealing with communications in business will be eliminated. The hierarchy that is big business will become less prominent, and the business will function much better. A basic analogy that sums up hierarchical structure in business is this- when times are rough, a car that uses both the front and rear tires to move will make out better than a car that uses just the front wheels. Business should be considered a vehicle that has four-wheel drive, not a vehicle with front-wheel drive. In conclusion, communicating in business is one of the leading restraints that a corporation has to deal with in it†s advancement up the ladder of success. However, if a business chooses to hone it†s ability to communicate and increase the level of productivity due to the sharing of ideas all across the corporate ladder, employee and consumer alike will share the increase in quality of a business products, be it computer microprocessors, or cafeteria food. In short, good communication makes good business.

Research Project on Nimbooz by Pepsico

A Study on the Customer Preference of Nimbooz, Kolkata Chapter| Table of Content| Pg. Nos. | Chapter I| Introduction and Literature Review| | | * Introduction to the Topic| 6| | * Introduction to the Industry| 9| | * Introduction to the Company| 25| | * Introduction to Nimbooz| 44| Chapter II| Research Design| | | * Title of the project report| 59| | * Statement of the Problem| 59| | * Scope of the Study | 59| | * Objective of the Study| 59| | * Hypothesis Development| 59| | * Methodology| 60| | * Data Sampling | | | * Sampling Details| | | * Tools for Data Analysis| | * Limitations of the Study| 61| Chapter III| Analysis and Interpretation| 62| Chapter IV| Summary Of Findings| 85| Chapter V| Recommendations and | 86| | Conclusion| 89| | | * Bibliography | 90| | * Annexures| 91| | * Questionnaire| | INTRODUCTION TO TOPIC The beverage industry of India has seen the introduction of new products over the last few years. PepsiCo launched the lime-lemon drink Nimbooz. The drink is an addi tion to its 7-up category with real lemon juice, no fizz and no artificial flavors. This research is to identify the market performance of one such product that is Pepsi co. s Nimbooz. Market research  is any organized effort to gather information about  markets  or customers. It is a very important component of  business strategy. The term is commonly interchanged with  marketing research; however, expert practitioners may wish to draw a distinction,in that marketing  research is concerned specifically about marketing processes, while  market  research is concerned specifically with markets. Market Research is the key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition.Market research includes social and opinion research, and is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. The process of market research included – Step 1: Problem Definition The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making.Problem definition involves discussion with the decision makers and analysis of secondary data. Once the problem has been precisely defined, the research can be designed and conducted properly. Step 2: Development of an Approach to the Problem Development of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by case studies and simulations, analysis of secondary data and pragmatic considerations.Step 3: Research Design Formulation A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design.The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study. Step 4: Data Collection Data collection handing out questionnaires to respondents for study. It involves a certain level of interaction with the respondents. Step 5: Da ta Preparation and Analysis Data preparation includes the editing, coding, transcription, and verification of data. Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected.Number or letter codes are assigned to represent each response to each question in the questionnaire. Step 6: Report Preparation and Presentation The entire project is documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and present the results and the major findings. The findings should be presented in a comprehensible format so that they can be readily used in the decision making process. The project incorporates the analysis of the customer preference of Nimbooz.The research studies the overall post-launch consumer behavior and analyses the customer preference of Nimbooz. | INTRODUCTION TO THE BEVERAGE INDUSTRY A  beverage  is a drink specifically prepared for human consumption. Beverages almost always largely consist of water. Drinks often consumed include: Water (both flat or carbonated),Juice based drinks, Soft drinks, Sports and Energy drinks, Alcoholic beverages like beer or spirits ,Coffee, tea ,Dairy products like milk. Filling of beverages can be done cold, hot, ambient and cold-aseptic filling to mention the latest trend of beverage marketing and technology.The beverage is mainly categorized into two major categories based upon the alcoholic and nonalcoholic nature of the drink: An alcoholic beverage is a drink containing ethanol, commonly known as alcohol. Alcoholic beverages are divided into three general classes: beers, wines, and spirits. They are legally consumed in most countries, and over 100 countries have laws regulating their production, sale, and consumption. In particular, such laws specify the minimum age at which a person may legally buy or drink them. This minimum age varies between 16 and 25 years, depending upon the country and the type of drink.Most nations set it at 18 years of age. A non-alcoholic beverage is a beverage that contains less than 0. 5% alcohol by volume. Non-alcoholic versions of some alcoholic beverages, such as non-alcoholic beer mocktails, are widely available where alcoholic beverages are sold. Non-Alcoholic beverages are further of two types based upon carbon content. Carbonated beverages which include sodas, soft drinks which are â€Å"fizzy† and carbonated under pressure. Non-Carboanted beverages are those that lack any carbon content these beverages include contain Fruit juices, Coffee, Tea and other flavoured drinks like lemonade, gigerale etc.The beverage market is worth $55 billion worldwide. The tides are turning for many beverage categories. While the carbonated soft drink and beer categories are merely treading water with flat sales, the energy drink category is surging ahead like never before. Bottled water, ready-to-drink cof fee, ready-to-drink tea and sports drinks follow close behind with substantial sales increase- drinks without added sugar, no beer, along with developments in juice drinks and dairy-based drinks, are helping to turn around sales in these categories.What follows is a category-by-category look at the state of the beverage industry, including the top brands, new products,  innovations and future trend setters. The above graph shows the relative share of all the beverages worldwide. As shown by the above graph the different beverage sectors can be classified according to importance. THE CHANGING BEVERAGE INDUSTRY In order to be successful in the marketplace, one has to think in terms of health innovation, flavor innovation, ingredient innovation and specific age groups. These are the factors that will shape the future of the beverage industry.Today’s consumers are concerned with overall health and wellness. As a result, there is significant impact on food and beverage purchases . Many studies have shown that consumers are as concerned with good health as they are about maintaining a high quality of life. Beverage Industry have gone deep into the consumer preferences and tastes. The soft drink industry is training people to seek out new products, even the big companies are coming out with limited-edition flavors, and consumers are beginning to see that there is more flavor activity going on in the category.Whether that really nets anybody any sales gains is another thing, but it is teaching consumers to seek out and try new products. The beverage industry has grown drastically in the last 10-15 years. Each year the beverage manufacturers turnover increase and they continue to introduce new beverages. The graph shows that the Non carbonated sector is the dark horse which has shown tremendous growth rate from 1997-2010. With health and wellness being major concerns and obesity becoming a global issue, the future of the beverage industry is the non carbonated sector as shown. Packaging TechnologiesWith the increasing global customer base, beverage retailing is transforming. However, with the move toward globalization, it requires longer shelf life, along with monitoring food safety and quality based upon international standards. To address these needs, nanotechnology is enabling new food and beverage packaging technologies. Applications in nano-enabled packaging span development of improved tastes, color, flavor, texture and consistency of beverages, increased absorption and bio-availability of nutrients and health supplements, new food packaging materials with improved mechanical, barrier and antimicrobial properties.According to a study by iRAP, Inc. , the total nano-enabled food and beverage packaging market in the year 2008 was US$4. 13 bln, which is expected to grow in 2009 to US$4. 21 bln and forecasted to grow to US$7. 30 bln by 2014, at a CAGR of 11. 65%. Active technology represents the largest share of the market, and will cont inue to do so in 2014, with $4. 35 billion in sales. In spite of several challenges and restrictions faced by this industry, it is a ‘roll’ like never before. Customer preferences may have shifted, but they are still always on the lookout for a can of ‘coke’ or a new ‘flavored’ drink to quench their thirstINDIAN BEVERAGE MARKET India has a population of more than 1. 15 Billions which is just behind China. According to the estimates, by 2030 India population will be around 1. 450 Billion and will surpass China to become the World largest in terms of population. Beverage Industry which is directly related to the population is expected to maintain a robust growth rate. The price stability throughout the year has contributed to the increase in domestic liquor sales. India is a booming market for the beverage industry. It already accounts for about ten per cent of global beverage consumption today.This means that the country has the third-largest be verage consumption after the USA and China. But that is not the end of the road. Market analyses indicate that beverage sales in India will be increasing by more than 60 per cent between 2008 and 2012. Since India is a country of tea and coffee drinkers, packaged cold drinks have enormous potential. Packaged water, beer, spirits and carbonated drinks are recording what rates are in some cases high double-digit growth. All in all, annual per capita consumption of packaged beverages is supposed to triple from 2. 6 litres in 2000 to 8. 7 litres in 2012.The total carbonated beverages and juices market is estimated at 284 million crates a year. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during offseason. REASONS FOR GROWTH: In India, various positive factors drive the beverage markets. One is the rising number of people in the middle class with extra money to spend on new beverages like wine, new bran ds of imported whiskey, or the fancy energy drinks, some of which are really good to enable people to work longer, to listen longer during conferences, and even to party longer and have fun. Economic drivers:  With strong economic drivers of consumer spending, India is a very different market from that of the 1980s or 1990s. With a GDP of USD800 billion and a GDP growth rate in 2005-06 of over 8 percent, India is now the third largest economy in Asia. Average GDP growth of the last 10 years has been 6. 5 percent per annum. And most significantly, the stepping up of GDP growth is driven primarily by domestic demand rather than exports. * Demographic drivers:  Macro There are compelling demographic trends in the country that promise new and sustained opportunities for beverage product suppliers who can read right the signals.The country boasts an expanding middle class that is currently 350 million strong (a population larger than that of the USA or the European Union). The rapid growth in the retail sector (over 20 percent per annum) is a confirmation of the increasing buying power of the middle class. FRUIT BEVERAGE INDUSTRY: The Indian beverage market offers hot options. The fruit beverages industry in India now stands at Rs 1100 crores (approx. Euro 180 million) and the market has grown at the rate of 30%. Part of the industry of fast moving consumer goods is also the beverage industry.The total beverage industry in India is being estimated to grow at 17% this year, according to experts. Food and beverages segment has not suffered despite the slowdown in the economy. FMCG in stores has done very well. In fact, it registered 10-15% growth in this segment last year. CARBONATED BEVERAGE INDUSTRY Approximately 120 billion liters of beverages are consumed by Indians every year, but only 5% represent store-bought packaged beverages. The majority of Indian consumers (75%) still consume non-alcoholic store-bought beverages less than once a day’, highlight ing a large untapped market opportunity, particularly in the carbonated drinks and juice or juice-based categories (estimated to be worth $1. 5 Billion and $. 25 billion respectively). In order to increase consumption and penetration of such beverages manufacturers will have to address the two primary reasons why some Indians abstain entirely, that is, health concerns and undesirable taste Beverage majors like Coca Cola India, for example, again reported growing sales.Coca-Cola in India reported a solid first quarter 2009 results not only despite a challenging economic environment, but also with unit case volume increasing by 31%. And eight quarters out of the 11 quarters had a double-digit growth. . MILK BASED BEVERAGES Demand for milk and milk-based beverages are also rising. India is the world’s biggest producer and consumer of milk, since milk plays a major role in the Indian diet. The consumption of milk and milk-based beverages has increased by an annual average of 2. 7 per cent in the last four years and most of them (65 per cent) are sold â€Å"loose† / unpackaged.The proportion of the market accounted for by packaged milk and dairy products are increasing, however. In the past four years, for example, demand for milk filled in pouches has grown by 4. 5 per cent annually, while the fi gure for milk in cartons is about 25 per cent. The rising consumption is making it necessary for appropriate investments to be made by the beverage industry. The sector is highly fragmented and 95 per cent of these producers have small or very small operations. Of this, the health beverage industry is valued at $230 million.The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different parts of the country have heterogeneous tastes. The urban-rural split of the tea market was 51:49 in 2000. Coffe e is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tonnes or $87 million. Increasingly packaged coffee is becoming extremely popular and so is the â€Å"cafeteria culture† as promoted by Barista and Cafe Coffee Day.PACKAGED WATER Though not technically a beverage. Packaged mineral water is also considered to be a part os the Beverage Industry. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4. 9 million crates, which increases to 5. 2 million during peak season. BEVERAGES FOR HEALTH AND WELLNESS IN INDIAN MARKET The global health and wellness trends in the beverage sector are beginning to notice an increasing level of activity in India.There is today a growing health and wellness consciousness among consumers and an increasing importance given to fitness and healthy lifestyle choices. Changing work and lifestyle habits leave less time for home cooking and therefore spur demand for convenience and ‘complete nutrition’ from meal replacements. There is a greater inclination to ‘self-care’ rather than ‘medicate’, a greater awareness of the ‘functional’ benefits of health beverages and a greater willingness to pay a premium for such beverages. RESPONSE TO HEALTH AND WELLNESSWith these strong drivers of growth, it is not surprising that the beverage industry in India has begun to respond with products that are marketed clearly on a health and wellness platform. However, to set the record straight, ‘health and wellness’ is not a wholly new platform for the Indian market. India has, for decades, had a thriving health food drinks market. Market leader, GlaxoSmithKline Consumer Healthcare (GSKCH), has had iconic brands ‘Horlicks’, ‘Boost’, ‘Viva’ and ‘Maltova’ create ‘top-of-the-mind' recall across generations of Indians.The fact is that there has all along been a strong multinational presence in beverage market and more recently this has been witnessing the emergence of Indian ‘multinationals’ across this sector. However, much of the marketing for health food drinks in the past has been general health and energy positioning, rather than the focus on specific benefits or ingredients that is characteristic of most mature health food markets. This is now changing and the specific initiatives of some companies are going a long way to creating a truly dynamic health and wellness beverage sector in India.Global market leader in Probiotic fermented milk drinks, Yakult, has teamed up with Danone to start manufacturing its probiotic fermented milk drink in India from 2007. Calcium-fortified beverages are a rapidly growing market. Some examples of brands that have introduced calcium-fortified products are ‘Amul Shakti’, Coca-Cola India’s ‘Mazza’, GCMMF launched sports drink ‘Stamina' in early 2006. ‘Red Bull’ was launched in India in 2003. Carbonated beverage giants Coke and Pepsi have also planned to widen their product portfolio with ‘health-based’ beverages (non-carbonated).Pepsi’s ‘Gatorade’ is already on the market. And in what must be among the most significant recent commercialization efforts of a traditional Indian drink, ‘Amul Masti’ Spiced Buttermilk was launched (in a 200 ml tetra pack), marketed on the platform of being free of colour, preservatives, acids and sucrose sugar. SUMMARY: * Indian Beverage Market CAGR[2007-2010]:21% * India ranked 3rd in largest beverage consumption after the USA and China * Total Indian Beverage Consumption every year:120 billion liters * Fruit Beverages Market size: Rs 1100 crores (approx.Euro 180 million) * Fruit Beverage market growth rate: 30% * Majority of Indian consumers:75% consume Non-alcoholic beverages and 25% Alc oholic Beverages * Carbonated Drinks Market size: $1. 5 Billion * Juice or juice-based Drinks Market size: $. 25 billion * Health beverage industry is valued at $230 million * Indian Beer Market Growth Rate: 7 – 8 % * Indian Beverage Industry is 10% of Global beverage consumption today. * Milk-based beverages consumption has increased by an annual average of 2. 7 per cent in the last four years * Total packaged coffee market size: 19,600 tons or $87 million. The Indian soft drink market is worth Rs. 21,600 million a year with a growth of around 7%. * The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. * Peak season soft drink consumption : 25 million * Off-season soft drink consumption: 15 million * The market is predominantly urban with 25 per cent contribution from rural areas. * Coca cola and Pepsi dominate the Indian soft drinks market. * Indian Mineral water market size : 50 million industry. BARRIERS IN THE INDIAN BEVERAGE INDUSTRYDespite this flurry of activity, the market is still plagued by low levels of awareness and a lack of sophistication in consumer choices. Price remains a stumbling block. Public concerns over safety and quality of beverages have been aggravated by research findings over alarming levels of pesticide residues in bottled water and soft drinks. Furthermore, there is a lack of detail and clarity in food safety regulation regarding nutraceuticals and functional beverages, and regarding health claims. Within the beverage industry there is inadequate understanding of how to take traditional ingredients into the modern food processing environment.Finally, the retail sector, despite its growth, is still mostly unorganized and this limits the ability to differentiate health and wellness products through the allocation of exclusive shelf space devoted to this category. OVERCOMING BARRIERS: To overcome these challenges, beverage suppliers need to approach the market w ith a multi-pronged strategy for increasing penetration. It can be given as follow: * Price resistance can, to some extent, be overcome by moving from ‘imported’ to manufactured in India’ products. For example, imported ‘Gatorade’ cost INR45 per 200 ml bottle.Now, made in India, it costs INR25. * Substitution or modification is in some ways easier to execute than addition. (Examples of substitution would be herbal tea replacing regular tea or soy milk replacing regular cow’s milk. Examples of modification would be ‘low-fat’, ‘no-fat’, ‘lite’ variants of established beverage brands). * The growing trend towards on-the-go consumption/out-of-home consumption (at the workplace, in schools, colleges and gyms) presents suppliers with new place and form of consumption options (for example, vending machines for dispensing health drinks at schools). Abandoning the ‘one-size-fits-all’ positioning and g eneric selling points of the past, in favour of targeted and specific messaging based on validated health benefits is likely to be more effective to the better informed middle class today. * Leveraging the intrinsic appeal of traditional Indian ingredients such as ayurvedic, herbal or oleoresin ingredients, but delivered in a modern, safe, convenient and consistent form, or packaging and branding traditional Indian health drinks such as buttermilk and lassi, could create whole new markets that derive their strength from known and trusted traditional ingredients or drinks. In the end, beverage suppliers who unlearn many of the long-held misconceptions about Indian consumers and respond instead to their changing needs and priorities will be best placed to maximize the health and wellness opportunity in this large and growing market LEADING COMPANIES Coca-Cola Company: The Coca-Cola Company (Coca-Cola) manufactures, markets and distributes nonalcoholic beverage concentrates and syrups. The syrups, concentrates and beverage bases for Coca-Cola and nearly 400 other soft-drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world.More than 60% of its products are sold outside of the US. It is headquartered in Atlanta, Georgia. The company recorded revenues of $23,104 million during the fiscal year ended December 2005, an increase of 6. 3% over 2004. The company's net profit was $4,872 million in fiscal year 2005, an increase of 0. 5% over 2004. PepsiCo, Inc. : PepsiCo is a leading global snack and beverage company. The company manufactures, markets and sells a range of salty, convenient, sweet and grain-based snacks, carbonated and non-carbonated beverages and foods.The company operates in 200 countries besides the US and Canada. It is headquartered in Purchase, New York. The company recorded revenues of $32. 6 billion during the fiscal year ended December 2005, an increase of 11. 3% over 2004. The ne t profit was $4,078 million in fiscal year 2005, a decrease of 3. 2% from 2004. Parle Bisleri Pvt Ltd : Parle Bisleri is an Indian bottled water company. The group is also involved in the production of fruit juices under the Alfa brand. Bisleri is a brand of bottled water in India. Bisleri has 60% market share in packaged drinking water in India Unilever:Unilever Group (Unilever) is one of the leading companies in the global fast-moving consumer goods segment. Unilever operates under a dual structure. Unilever NV and Unilever PLC are the twin parent companies of the Unilever Group. Also, Unilever NV, Unilever PLC and their group companies constitute a single reporting entity for presenting consolidated accounts. The group operates primarily in Europe, the Americas, Asia and Africa. It is headquartered in Blackfriars, the UK and employs about 206,000 people. The group recorded revenues of $49,310. million during the fiscal year ended December 2005, an increase of 2. 9% over 2004. The operating profit of the group was $6,605. 1 million during fiscal year 2005, an increase of 25. 4% over 2004. The net profit was $4,940. 8 million in fiscal year 2005, an increase of 35. 2% over 2004. Parle Agro Pvt Ltd: Parle Agro is an Indian company in the beverages industry and has brands like Frooti, consistent winner of India's fruit beverage brand, Appy, Appy Fizz and packaged drinking water, Bailley. A pioneer in the Indian industry, Parle Agro is associated with many firsts.They were the first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. In 2008, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox mints and Buttercup candies. This was soon followed by two more brands – Buttercup Softease and Softease Mithai. Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the company’s vision of becoming a major player in the foods and beverages industry.SWOT ANLYSIS OF THE BEVERAGE INDUSTRY * STRENGTH * Renewal and investment * Innovation and Technological development * Experience in searching for new markets, niches and partners * Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. * WEAKNESS * Old technologies and poor work organization * Insufficient pace of creation and implementation of innovations * Insufficiently effective activities of small and medium-sized businesses * Change in household consumption patterns * OPPORTUNITIES Presence of a favorable market * Market globalization * Foreign direct investment promoting knowledge and developing export channels * Transfer of production to the countries with smaller labour costs * Well established distribution network * THREATS * Unfavorable market trends in energy resources * Increasing competition among exporters and decreasing dependency on one market * Intense competition between the organized and unorganized segments and low operational cost. * Water scarcity in India INTRODUCTION TO PEPSICO COMPANY Pepsi Co. : An IntroductionPepsiCo, Incorporated is a large conglomerate with interests in manufacturing, marketing and selling a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and grain-based snacks, and other foods. Company Profile Type : Public (NYSE:  PEP) Founded : New York, (1965) Headquarters : Purchase, New York Area  served : Worldwide Key  people : Indra K. Nooyi (Chairwoman), (President) & (CEO) Industry : Food, Non-alcoholic beverage The PepsiCo challenge (to keep up with archrival The Coca-Cola Company) never ends for the world's no. carbonated soft-drink maker. Its soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company's only beverage: Pepsi sells Tropicana orange juice brands, Slice mango d rink, Gatorade sports drink, Nimbooz lime drink and Aquafina water. The company also owns Frito-Lay, the world's no. 1 snack maker with offerings such as corn chips (Doritos, Fritos) and potato chips (Lay's, Ruffles). Its Quaker Foods division offers breakfast cereals (Life), pasta (Pasta Roni), rice (Rice-A-Roni), and side dishes (Near East). A true global giant, Pepsi's products are available in some 200 countries.HISTORY Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina. The information published here is provided by PepsiCo, Inc. and may be accessed at their site: www. pepsi. com. The story behind Pepsi co. goes as follows, in summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers.He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola. Caleb Bradham had known that to keep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique mixture of kola nut extract, vanilla and rareoils, became so popular his customers named it â€Å"Brad's Drink. † Caleb decided to rename it â€Å"Pepsi-Cola,† and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form company to market the new beverage. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U. S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. The business began to grow, and on June 16, 1903, â€Å"Pepsi-Cola† was officially registered with the U. S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line â€Å"Exhilarating, Invigorating, Aids Digestion. He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states. Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation.They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year. Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as â€Å"A bully drink†¦ refreshing, invigorating, a fine bracer before a race. † The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Caleb's business expertise captured widespread attention.He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his â€Å"keen and energetic business sense. † Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, â€Å"Drink Pepsi-Cola. It will satisfy you. † Then came World War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a series of business gambles just to survive, until finally, after three exhausting ears, his luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasn't until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-Cola was assured. Guth was president of Loft Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola Company, and at the same time to add an attractive drawing card to Loft's soda fountains. He was right.After five owners and 15 unprofitable years, Pepsi-Cola was once again a thriving national brand. One oddity of the time, for a number of years, all of Pepsi-Cola's sales were actually administered from a Baltimore building apparently owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $ 1 million for its new owner. With the resurgence came new confidence, a rarity in those days because the nation was in the early stages of a severe economic decline that came to be known as the Great Depression. TIMELINE – 1898 Caleb Bradham, a New Bern, North Carolina, pharmacist, renames â€Å"Brad's Drink,† a carbonated soft drink he created to serve his drugstore's fountain customers. The new name, Pepsi-Cola, is derived from two of the principal ingredients, pepsin and kola nuts. It is first used on August 28. * 1902 Bradham applies to the U. S. Patent Office for a trademark for the Pepsi-Cola name. * 1903 In keeping with its origin as a pharmacist's concoction, Bradham's advertising praises his drink as â€Å"Exhilarating, invigorating, aids digestion. * 1905 A new logo appears, the first change from the original created in 1898. * 1906 The logo is redesigned and a new slogan added: â€Å"The original pure food drink. † The trademark is registered in Cana da. * 1907 The Pepsi trademark is registered in Mexico. * 1909 Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity endorser when he appears in newspaper ads describing Pepsi-Cola as â€Å"A bully drink†¦ refreshing, invigorating, a fine bracer before a race. † The theme â€Å"Delicious and Healthful† appears, and will be used intermittently over the next two decades. 1920 Pepsi appeals to consumers with, â€Å"Drink Pepsi-Cola. It will satisfy you. † * 1932 The trademark is registered in Argentina. * 1934 Pepsi begins selling a 12-ounce bottle for five cents, the same price charged by its competitors for six ounces. * 1938 The trademark is registered in the Soviet Union. * 1939 A newspaper cartoon strip, â€Å"Pepsi ; Pete,† introduces the theme â€Å"Twice as Much for a Nickel† to increase consumer awareness of Pepsi's value advantage. 1940 Pepsi makes advertising history with the first advertising jingle ever broadcast nationwide. Nickel, Nickel† will eventually become a hit record and will be translated into 55 languages. A new, more modern logo is adopted. * 1941 In support of America's war effort, Pepsi changes the color of its bottle crowns to red, white and blue. A Pepsi canteen in Times Square, New York, operates throughout the war, enabling more than a million families to record messages for armed services personnel overseas. * 1943 The â€Å"Twice as Much† advertising strategy expands to include the theme, â€Å"Bigger Drink, Better Taste. † * 1949 â€Å"Why take less when Pepsi's best? † is added to â€Å"Twice as Much† advertising. 1950 â€Å"More Bounce to the Ounce† becomes Pepsi's new theme as changing soft drink economics force Pepsi to raise prices to competitive levels. The logo is again updated. * 1953 Americans become more weight conscious, and a new strategy based on Pepsi's lower caloric content is implemented with â€Å"The Light Refre shment† campaign. * 1954 â€Å"The Light Refreshment† evolves to incorporate â€Å"Refreshing Without Filling. â€Å". * 1963 In one of the most significant demographic events in commercial history, the post-war baby boom emerges as a social and marketplace phenomenon.Pepsi recognizes the change, and positions Pepsi as the brand belonging to the new generation-The Pepsi Generation. â€Å"Come alive! You're in the Pepsi Generation† makes advertising history. It is the first time a product is identified, not so much by its attributes, as by its consumers' lifestyles and attitudes. * 1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising. * 1966 Diet Pepsi's first independent campaign, â€Å"Girlwatchers,† focuses on the cosmetic benefits of the low-calorie cola. The â€Å"Girlwatchers† musical theme becomes a Top 40 hit.Advertising for another new product, Mountain Dew, a regional brand acquired in 1964, airs for the first time, b uilt around the instantly recognizable tag line, â€Å"Ya-Hoo, Mountain Dew! † * 1967 When research indicates that consumers place a premium on Pepsi's superior taste when chilled, â€Å"Taste that beats the others cold. Pepsi pours it on† emphasizes Pepsi's product superiority. The campaign, while product-oriented, adheres closely to the energetic, youthful, lifestyle imagery established in the initial Pepsi Generation campaign. 1969 â€Å"You've got a lot to live. Pepsi's got a lot to give† marks a shift in Pepsi Generation advertising strategy. Youth and lifestyle are still the campaign's driving forces, but with â€Å"Live/Give,† a new awareness and a reflection of contemporary events and mood become integral parts of the advertising's texture. * 1973 Pepsi Generation advertising continues to evolve. â€Å"Join the Pepsi People, Feelin' Free† captures the mood of a nation involved in massive social and political change. It pictures us the way w e are-one people, but many personalities. 1975 The Pepsi Challenge, a landmark marketing strategy, convinces millions of consumers that Pepsi's taste is superior. * 1992 Celebrities join consumers, declaring that they â€Å"Gotta Have It. † The interim campaign supplants â€Å"Choice of a New Generation† as work proceeds on new Pepsi advertising for the '90s. Mountain Dew growth continues, supported by the antics of an outrageous new Dew Crew whose claim to fame is that, except for the unique great taste of Dew, they've â€Å"Been there, Done that, Tried that. † * 1993 â€Å"Be Young, Have fun, Drink Pepsi† advertising starring basketball superstar Shaquille O'Neal is rated as best in U.S. * 1994 New advertising introducing Diet Pepsi's freshness dating initiative features Pepsi CEO Craig Weatherup explaining the relationship between freshness and superior taste to consumers. * 1995 In a new campaign, the company declares â€Å"Nothing else is a Pepsiâ⠂¬  and takes top honors in the year's national advertising championship. * 1998 – Pepsi celebrates its 100th anniversary. PepsiCo. Chairman and CEO Roger A. Enrico donates his salary to provide scholarships for children of PepsiCo employees. Pepsi introduces PepsiOne – the first one calorie drink without that diet taste! STRENGTH & WEAKNESSES OF PEPSI CO.Pepsi Cola throughout its 100 years of existence has developed much strength. One of the strengths that have developed Pepsi into such a large corporation is a strong franchise system. The strong franchise system was the backbone of success along with a great entrepreneur spirit. Pepsi’s franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997. . Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the world's best-loved and most-recognized advertising.New advertising and exciting promotions keep. Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products. Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snacks company in the world. Probably high on the list of strengths is Pepsi’s beverage line up.Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Peps. Some other strong brands are All Sport, Slice, Tropicana, Nimbooz, Aquafina and a license agreement with Ocean Spray Juices. Pepsi Cola like any company has weaknesses. Ironically, the one strength that has been credited for most of its success in the past has now become a weakness for Pepsi. This former strength is the franchise system. The franchise system in Pepsi Corporate view has become a liability. Pepsi in today’s market must be able to act as one instead of several separate units. * The franchise system has become a hurdle to Pepsi because many of these franchises have become very strong and will not be dictated by PepsiCo on how to handle their operations. Some of these franchises are unwilling to support certain Pepsi products and at times produce their own private label products that are in direct competition with Pepsi products. * Secondly the franchisees are not willing to make capital expenditures to keep up with Coca-Cola who is a firm believer in reinvesting into their infrastructure (Coca Cola at present time does not operate a franchise bottling system). * Pepsi customers buy nearly five billion gallons of soft drinks per year. Pepsi customers buy their products because of taste, price, p ackaging and promotional factors and of a wide variety of brands. Pepsi customers also buy their products due to the high accessibility of Pepsi brands. * Pepsi products are distributed to many outlets. For example, supermarkets where Pepsi buys large shelf area and display areas so the customer can find them easier, viz, Convenience stores, Restaurants, Movie theaters and almost and other conceivable spots. * Another competitive advantage that Pepsi has is in their product Mountain Dew. Mountain Dew has grown a staggering 74. 1% over the last five years. Mountain Dew has a 6. 3% market share and has recently become the No. 4 soft drink in America. At this current pace Mountain Dew will become the first non-cola to reach the 1billion gallon mark in one year. * Pepsi also has an advantage as an innovator in their field. They are the first soft drink makers to introduce a new one-calorie soda called Pepsi-One with, just approved by the FDA, Ace-K. PEPSICO IN INDIAPepsiCo entered India in 1989 and has grown to become one of the country’s leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo India and its partners have invested more than U. S. $1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of products from treats to healthy eats, that deliver joy as well as nutrition and always, good taste.PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks – Gatorade, Tropicana100% fruit juices, and juice based drinks – Tropicana Nectars, Tropicana Twister and Slice. PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands.The company’s high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets. The group has built an expansive beverage, snack food and exports business and to support the operations are the group's 39 bottling plants in India, of which 17 are company owned and 22 are franchisee owned. PEPSICO VS COCACOLA IN INDIABoth target all income segments of as their products are a ttractive and likeable. Both companies produce parallel products and services (Coca Cola Company, 2009). It is a known factor that when a company goes beyond the national boundaries, the distribution channel and production becomes main concern. When PepsiCo. launches new product and a new promotion strategy, Coca Cola, follows its fierce competitor, with its own version or vice-versa. Both companies are multinational and as they enter new market, they consider many issues such as legal risk, political risk, business risk etc. ecause of the fact that in past these companies had to leave the market due to above mentioned reasons. The companies are very conscious towards taste preferences of the targeted customers. Both companies work on ethics and moral values. They both have public relation department which serves as a chain between consumers and the company. The above graph shows the beverage ranking as at the beginning of 2011. Pepsi reverses a global trend in India, beating its ma in rival Coca-Cola in market share. In terms of Brand Trust too, Pepsi at rank 36 is at 160% higher than its closest cola competitor, Coca-Cola at 60th rank.However the Coke camp has 5 brands among the top 300, as compared to the Pepsi-camp which is only represented by 3 brands among the 300 Most Trusted Brands of India. PEPSICO INDIA SWOT ANALYSIS: Strengths – (a) Pepsico is a well-known brand in FMCG sector. (b) Pepsico is offering many attractive sales promotion schemes. (c) Pepsico is having good market share. (d) Pepsico is offering many brands like 7up, Slice, Mirinda etc. (e) Pepsico is offering Varity of tastes to select. Weakness – (a)Lack of effective customer services. (b) Retailers are not getting proper schemes of Pepsi. c)Visis are out of order. In Jaipur town there is appropriate maintenance services available. (d) Retailers are complaining about cooling. Visis are not cooling well mainly 300 and 400 liters. Opportunities: – (a) Large beverage mar ket. (b) Popular in youth as well as children. (c) New taste can be introduced like apple, even health drink also. (d) In India the major competitors of Pepsi are tea, coffee, lassi, inthis case Pepsi can come in 100 ml or even 50 ml at Rs. 3 or 4. Threats: – (a) Increasing competitors day by day. (b) Poor publicity by competitors. c) Numberless innovation’s area in beverage industry. PEPSICO INDIA PERFORMANCE Pepsi is one of the most well known brands in the world today available in over 160 countries. The company has an extremely positive outlook for India. Outside North America two of our largest and fastest growing businesses are in India and China, which include more than a third of the world’s population. (PepsiCo’s annual report, 1999) Faced with the existing policy framework at the time, the company entered the Indian market through a joint venture with Voltas and Punjab Agro Industries.With the introduction of the liberalization policies since 19 91, Pepsi took complete control of its operations. The government has approved more than US$ 400 million worth of investments of which over US$ 330 million have already flown in. One of PepsiCo’s key strategies was to develop a completely local management team. Pepsi has 19 company owned factories while their Indian bottling partners own 21. Since the entry of Pepsi-Cola to India in 1989, the soft drink industry has under gone a radical change. When Pepsi-Cola entered, Parle was the leader with the Thums-up being its flagship brand.Other products offering by Parle included Limca & Goldspot, another upcoming player in the market was, the erstwhile bottler of Coca-Cola, â€Å"pure drinks†. Its offering includes Campa- Cola, Campa-Lemon & Campa-Orange The two advertisements tags: ‘yehi hai right choice baby’ and ‘nothing official about it’ immediately ring a bell- it’s got to be Pepsi. The advertisement tag ‘yehi hai right choice bab y’ was the first ‘Hinglish’ slogan ever used in the in the Indian market. This slogan proved to be the best suited one for Pepsi and it was a mega hit and at that moment of time.Pepsi in a short span of its operations in India has found a place in the hearts and minds of the Indian consumers. The success has primarily been due to the innovative and passionate Indian team, which has been built over the years. Pepsi is a trendsetter managed and run by Indians, where important decisions are taken locally. The RKJ group is India's leading supplier of retailer brand Carbonated and Non-Carbonated soft drinks, with beverage manufacturing facilities in India and Nepal. It has the license to supply beverages in the territories of Western U. P. part of M. P. , half of Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, 9 districts of Karnataka and whole of Nepal. The group has in total 18 bottling plants in India & Nepal and is responsible for producing and marke ting 44% of Pepsi requirement in India. This group has brought name and fame to the Pepsi as in all this regions Pepsi is at the commanding position and in the mean this group has diversified itself into ice cream, suiting and shirtings, restaurants, beer plant in Mauritius & edible oil plant in Sri Lanka PESTICIDE CONTROVERSY 2003:Although Pepsi’s sales were hurt post-cola contamination controversy, Pepsi spokesperson maintained that â€Å"it was difficult to assess whether the slump was due to the controversy or a lean monsoon. Weather has played a spoilt sport, too, and the season has been dull so they were cross fingered whether sales have been hit by the pesticides issue alone. † PERFORMANCE IN 2010: PepsiCo reported that volume, revenue and profit growth for the fourth quarter and the full year of 2010 were driven by gains across its worldwide snacks and beverage businesses.Beverage performance for the quarter was led by high double-digit growth in India, For the full year, beverage volume was led by double-digit growth in India and China. The net revenue grew by 34 per cent, net income rose by six per cent and core constant currency net income rose by 15 per cent. PepsiCo said, â€Å"Our snack and beverage volume gains for the quarter and full year were led by strong performance in key emerging markets. The Middle East, India and China, each reported snack volumes growing by strong double digits, and acquisitions contributed two points of snacks volume growth in the quarter and for the full year. . The company further strengthened its position in India through the formation of a joint venture with Tata Global Beverages to develop and market hydration beverages for the India market. The chronology PEPSICO. in India was: 1977: Parle launched Thums-up and pure drinks launched Coca-Cola. * 1998: In September, final approval for the Pepsi Foods Ltd. Project granted by the â€Å"Cabinet Committee† on economic affairs of the â€Å"Rajeev Gandhi Govt. † * 1990: In March, â€Å"Pepsi-Cola and 7-up† launched markets in north India. 1990: In May, The government cleared the Pepsi-Cola project again but with a change in brand name to â€Å"Lehar Pepsi†, simultaneously it rejects the Coca-Cola application â€Å"Citra† from the Parle, stable hited the market. * 1991: Pepsi-Cola extended its soft drinks business and reached at national scale. Pepsi-Cola launched its product in Delhi and Bombay. * 1992: In January, Brito foods application is cleared by the FIPB. Pepsi-Cola and Parle start initial negotiation for a strategic alliance but took break off after a while. * 1993: Pepsi-Cola launched â€Å"Slice and Teem† captured about 25-30% of the soft drink market in about 2 years. 1994: Pepsi bought â€Å"Dukes & Sones†. * 1995: Pepsi-Cola lunched cans, having capacity of 330ml in various flavors. * 1996: Pepsi-Cola domestic and international operations combined into a Pepsi-Cola Compan y. International and domestic operations combined into one business unit called â€Å"Frito-lay Company†. * 1997: Pepsi-Cola brought â€Å"Mirinda Orange† opposite to â€Å"Fanta†. * 1998: Pepsi-Cola launched â€Å"Mirinda Lemon† opposite to â€Å"Limca†. * 1999: Pepsi-Cola launched â€Å"Diet Pepsi† in can and 1. 5 Lit. PET bottle for health conscious people. * 2001: Pepsi-Cola launched Slice in â€Å"Tetra† Pack. 2003: Pepsi-Cola launched â€Å"Pepsi Blue† to get the favour of world cup season. * 2005: Pepsi-Cola launched Mirinda in â€Å"Straw Berry† flavour to get the favour of movie Batman. * 2005: Pepsi-Cola launched 7-up as â€Å"7-up ice†. * 2009: Pepsi- Cola launches â€Å"Nimbooz†. NIMBOOZ: PEPSICO’S NEWEST OFFERING! INTRODUCTION Numbu Paani is a delicious thirst quencher made from freshly squeezed lemons, salt and sugar. It has a clean and refreshing flavour and is rich with vitamin C. Nim bu Paani, which is nothing but lemonade or lemon squash. It is commonly available in all the towns of India, particularly in the summer season.It is very easy to prepare. Fresh lemon is squeezed in a glass and salt and sugar is added to it. Crushed ice may also be added. Nimbu Paani’ has always been the most commonly consumed cold beverage for Indians, especially during hot summers. Hence it made perfect business sense to launch a non-fizzy drink during summers as it scores above the colas in the health aspect (carbonated drinks actually soaks up the body’s moisture leaving the system more dry). With links to childhood obesity and tooth decay, soft drink sales were down for the first time in 20 years.And sales of bottled water, juices and energy drinks are continuing to eat into the soda market. At such a time PepsiCo decided to launch â€Å"Nimbooz†. The added advantage of it being a very familiar natural refreshing drink which is now being offered in a hygieni c and convenient way would make the mothers prefer it over the Colas. LAUNCH OF NIMBOOZ: The lime-lemon category is the fastest growing segment of the Rs 7,000-crore aerated soft drink market, with both competing brands Sprite from Coca-Cola and PepsiCo's 7-Up registering healthy growth rates.At the onset of the summer, PepsiCo India had launched packaged nimbu paani, Nimbooz by 7UP. The product has been created to suit Indian tastes. PepsiCo was delighted to introduce Nimbooz, a packaged nimbu paani offering specially developed to suit Indian tastes and preferences. Nimbu paani is a well loved Indian drink and Nimbooz brings consumers this well-loved taste backed by PepsiCo quality. PepsiCo claimed that Nimbooz contained no artificial flavours and contained real lemon juice. On 26 Feb 2009  PepsiCo India, the country’s leading food & beverage company, launched its packaged nimbu paani, Nimbooz by 7Up.Inspired by fresh, home-made nimbu paani, India’s favourite bevera ge, Nimbooz by 7Up has been specially created to suit Indian tastes. Nimbooz is a delicious nimbu paani, with real lemon juice, no fizz, and no artificial flavours. Available in trendy, convenient packs, Nimbooz is a great way to enjoy nimbu paani ina hygienic format. PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors.Aggressive trial generation & sampling initiatives were also be taken forward across major cities of the country. A special ‘Nimbooz Highway Gadi’ had been created that would visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education To introduce the beverage, as part of the teaser campaign which kicked off on March 15, an 18-foot tall wooden lemon squeezer with a four-foot lemon replica in it was placed outside various malls and junctions. The message on it read, â€Å"Asli Refresher Coming Soon†.This innovation was executed at Ambi Mall, Gurgaon; Great India Place, NOIDA; Court Chowk, Amritsar; and Fun Republic Mall, Chandigarh. For the revealer, the lemon was replaced with a 20-foot high Nimbooz bottle on March 18. The teaser in Mumbai was spread across five days. For this, a knotted gunny bag stuffed with lemons was mounted on a canter at Mahim Causeway. The message on the sack read, â€Å"4 Din Mein Asli†. Day 2 saw an untied sack with lemons scattered around it and a similar message, with the number of the day changed.The sack got shorter for the next two days and on the fifth day, a returnable glass bottle (RGB) of Nimbooz appeared on the canter. The on-ground initiative was supported by a TV commercial that reflects Nimbooz ‘Ekdum Asli Indian’ proposition. The film had been created by BBDO India. In times of tough competition, brandin g needs to stand out and this is where outdoor media helps, by making the communication as big as possible. Lemon is central to the idea of Indian refreshment and the same thought went in the making of Nimbooz.They decided to keep the brand proposition simple, yet appealing, by dwelling on the authenticity of Ekdum Asli Indian Nimbu-Paani. â€Å"Its like rebirth of nimboo pani with a new refreshing and energetic taste. Definitely this product has given great and tough competition to the other drinks of its segment. People really love its taste and want to purchase Nimbooz. also pushing friends and family member to try it as they believe once they will try then rest Nimbooz will handle in short YEHI HAI RIGHT CHOICE† WHAT IS A MARKETING MIX? The term â€Å"marketing mix† was coined in 1953 by Neil Borden in hisAmerican Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 d escribed the role of the marketing manager as a â€Å"mixer of ingredients†, who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan.Also known as the Four P's, the marketing mix elements are price, place, product, and promotion. Elements of the marketing mix are often referred to as the â€Å"Four P's†: * Product – It is a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. Price – The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. * Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. * Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. MARKETING MIX OF NIMBOOZPRODUCT: PepsiCo India launched a packaged nimbu paani offering – Nimbooz – under its 7Up brand to expand its non-carbonated drinks portfolio. Nimbooz is a non-carbonated lemon drink which contains no artificial flavors and contains real lemon juice. INGREDIENTS: * Water * Sugar * Concent rated Lemon Juice (0. 8%) * Acidity regulators (296,330) * Salt * Preservatives (202) *contains added flavor (natural and nature identical flavouring substances) NUTRIONAL FACTS| ENERGY (kcal)| 43|CARBOHYDRATES (g)| 10. 8| SUGARS (g)| 10. 5| PROTEIN (g)| 0| FAT (g)| 0| PACKAGING: Nimbooz offers great value to consumers in three packaging formats of: * 200ml returnable glass bottles * 350ml pet bottles * 200 ml tetra .PRICE: Nimbooz is relevant and affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect.The pricing strategy adopted is of course that of PENETRATION PRICING as followed by all PepsiCo products. PLACE: PepsiCo already has well established distribution network for its other brands so it becomes easier for them to cover the entire Indian market and place Nimbooz in retail outlets and restaurants. Traditional Trade :At Kirana stores in the above mentioned packages. Modern trade:Distribution through sports clubs, gymnasiums, tie ups with sports institutes etc. Wheel and Spokes model: In rural areas, where one dealer serves many villages.After the launch a newspaper article cited the following: | | | PROMOTION PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan has build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media