Poor Customer Service Essay Example | Topics and Well Written Essays - 2000 words

Poor Customer Service - Essay Example They are after all paid for working for the primary stakeholder, the shareholder to create value and profit for him. It is incidental that for earning this profit, they have to be equally mindful of befitting the secondary stakeholders. Contrary to common belief, there are many stakeholders in the business apart from the shareholder or the stockholder. They are the employees, customers, suppliers, bankers and even the society at large who look for some benefit from the company, and in turn are also its well-wishers. The question is how to determine that the managers are acting in the best interest of the shareholders? One way is to read the annual financial results that reveal the results of their efforts in realizing profit and value for the owners of the company. But this does not reveal their competency level. The various audits and financial data only show that these are results of activities that have been checked for correctness but they do not reflect on what level of competence was exercised. The better and more comprehensive method is through Corporate Governance. The company is a legal entity and therefore has to enter into commercial transactions all the time for carrying on its business activities. These transactions are concluded by the managers on behalf of the company since the legal entity is not a person and needs agents to carry out these duties for it. This ability of the managers to enter into legal contracts and agreements makes them the agent of the company with the liability resting with the company. This situation gives rise to irresponsible behavior on the part of managers who do not carry the burden of any wrongdoing on their part. It is to control this likely misuse of power that Corporate Governance assumes importance. Business strategies and processes have to be tailor-made to serve every stakeholder. Similarly, Corporate Governance rules and processes have to encompass all activities that have a direct or indirect bearing on different stakeholders. It will not be far from the truth to say that the agency theory has little relevance on Corporate Governance. Â  

American Presidents Assignment Example | Topics and Well Written Essays - 250 words

American Presidents - Assignment Example Out of the eighteen Republican presidents, only three of them were 50 years of age or less while seven presidents were elected on the Democratic party ticket with 50 years or less in age. Q4. The total number of presidents who were 50 years or less at their time of inauguration was 9. The number of American presidents who served one term or less was 23 out of the total 44 presidents. Most of these presidents were assassinated while still in office. Q5. Out of the 23 there was only one Republican president elected while less than 50 years of age and served less than one term. Q6. The American presidents who were elected on a Republican Party ticket and were over 50 years at their time of inauguration were 15. Q7. In the entire Us history, there were only nine presidents who were 50 years or less at the time of inauguration and out of these three were Republican and seven Democrats. Q8. There has been a total of 21 presidents in the US who served more than one term in office with one o f them going for three terms.

Company On Cadbury

Company On Cadbury As a result of our report, we have come to discover that there are various forces that affect the environment that is Cadbury and Freddo Frog, including political, economical, socio-cultural, technological and legal. We have also discovered that there are many levels of competition which include generic competition, product competition and brand competition, as well as the situational and group influences and individual characteristics of consumers. Various market segmentation approaches were explored, and involved demographic, psychographic and behavioural market segmentation. The ways in which the brand is perceived and positioned was also explored and identified, and were illustrated through the creation of a perceptual and positioning map. Our report also explored the communication tools that were used within Cadbury for its Freddo Frog product, and evaluated the effectiveness of campaigns in reaching the consumers and communicating with the public. 2.1 Introduction: Cadbury is a multi-national corporation, which produces essentially chocolate and confectionary products and operates in more than 60 countries.(Callus Cutler). According to IBISWorld, Krafts Cadbury products have majority of confectionary market share of 49% (2010), which makes it an interesting company to study. With specific attention to the tween market of children aged 6-13 years old, Cadburys Freddo was developed and has been a great success as a childrens chocolate due to its popular brand identity, taste, and initiatives such as fundraising, interactive computer gaming and the fact that it is packaged as an appealing product. Cadburys popular brand identity and market share has such an impact on the Australian chocolate industry making the Cadbury Freddo an interesting topic to study. Part A will discuss the Cadbury brand environment and its impact on marketing initiatives for the product Freddo. That, political factors, economical forces, socio-cultural factors and legal factors all play a significant role on marketing Freddo. Part B will observe the generic, product and brand levels of competition that Cadbury has been involved in; the situational, group and individual factors that influence the consumption of the brand; and, the demographic, psychographic and behavioural characteristics of the Freddo product tween target market. This section will observe why people purchase Freddo, brand identity, the role of packaging and the changing demographics of Australian lifestyle to healthy eating choices. Part C examine how Cadbury wants its product Freddo and its associated brand perceived by its target market and how the target market perceive Freddo and Cadbury. This will include the positioning statement that: Cadbury Freddo is aimed at ‘pre-teen children and their parents who only want to spend a couple of dollars on a small chocolate as an inexpensive treat or reward for good behaviour (Cadbury 2011). This section will show positioning and perception maps for the Freddo target market. Part D will explain the various tools that Cadbury has used to communicate its desired position to its tween market and will describe a communication campaign with specific reference to this market. This report will observe, as Cadburys Australia and New Zealand Managing Director, Mark Callaghan recognises, that Cadbury has been a big part of Aussies lives for almost 90 years, and underpinning this relationship has been the unbeatable taste of our chocolate and the affinity people feel for our brands† (Ellis 2010). 3.1 Part AKaitlin Ramsay (3863803) Cadbury is a multi-national corporation that operates in more than 60 countries, and employ over 46,000 people (Callus Cutler, 2010) As such an internationally renowned and utilised company, Cadbury is thus subject to many major forces within the business environment that affect and impact upon their marketing initiatives. These forces political, economic, socio-cultural, technological and legal forces. The political factors that can affect an organisation and its initiatives are the laws and regulations that the Government can impose, as well as the political stability of a nation, or indeed, the world. (Elliot et al, 2010, pg. 48) In the case of Cadbury, forces that have affected its environment include the Childrens Television Standards 2009. This meant for Cadbury that there were now advertising restrictions in place that negated them from being able to advertise their product, in any way that may mislead or deceive children, and must be perfectly clear and understandable for a typical child (Australian Government, 2010). This means that Cadbury and their marketing initiatives of Freddo Frog must adhere to these restrictions, and be careful about that way they promote their product to children. In promoting Freddo Frogs to children, they must also not promote HFSS (High fat, salt and sugar)(Hackford, 2010). Consequently Cadbury has to focus on sensible and appropriate ways to market Freddo Frogs to kids, that doesnt infringe upon these impositions. On the other hand, parents can now be more comfortable about the fact that their children are less likely to be targeted in deceptive marketing tactics that encourage kids to consume unhealthy products. This initiative is also helping to contribute to creating a healthier lifestyle for all Australians. The Economical forces impacting upon the environment of Cadbury and its product, Freddo Frog, include interest rates, income levels, levels of inflation and the level of unemployment (Elliot et al, 2010, pg. 49) One of the foremost impacts upon all companies throughout the world was the Global Financial Crisis. This caused an increase in interest rates, a rise in inflation, high unemployment and a lower income.An increase in interest rates may lead to an increase in prices for consumers; which in turn can negatively affect sales, as people during times of financial difficulty, may be reluctant to spend more money. A rise in interest rates may also cause a change in demand for products—which in this case, would mean a decrease in demand. It also means less capital for Cadbury—which may lead to the possible retrenchment of workers due to the inability of Cadbury to support a high number of employees. The impact of these economical forces mean Cadbury needs to focus on effectively utilising their resources during times of financial obscurity. This may mean spending less money on marketing, and more on other areas of production, as there is less capital to spread around to all areas of the company. Cadbury may be more productive and efficient in these times as they are forced to consume their resources in a cost-efficient manner. An interesting fact is that although people are less likely to buy luxury goods during times of hardship, Cadburys sales increased by 2% in 2009 during the GFC, as people bought chocolate as a source of comfort food (Despuez, 2009). Looked at from this perspective, it can be concluded that Cadbury may not have to be as concerned as one would think when people are financially inadequate, as chocolate becomes a popular product during such times. The Socio-Cultural factors that affect Cadbury and its Freddo Frog include the culture, values, attitudes, beliefs and trends of the public (Elliot et al, 2010, pg. 50). In todays society, there is an increasing trend towards video games and similar technology for younger people, as well as gravitation towards initiatives that are â€Å"green† or considered ethically responsible. In addition there is an ever-increasing importance placed on the social aspect of schooling—in terms of acquiring the latest trends in order to â€Å"fit in† with the other kids, whether this is with clothing, books, toys, food and drinks. These forces that affect the youth today mean Cadbury must integrate and take into account such factors when establishing their marketing initiatives. As a result of the increasing use of technology and computers amongst young people, which is now a generational characteristic, Cadbury introduced the Internet game â€Å"The Adventures of Freddo Frog†(2010). The exciting and interactive nature of the game enticed younger people to partake in the game, and has made the product increasingly popular for young people. Modern society values the idea of contributing to a cause or initiative that helps achieve something positive. People also like the idea of being associated with something that is ethically responsible, and Cadbury has achieved this through their Fairtrade Scheme â€Å"Which seeks to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade(Cadbury, 2010) The fact that Cadbury is so invested in their Fairtrade scheme creates a positive image for them and all of their products, including Freddo Frog. There is an element of trust that Parents value and respect, and thus are more likely to buy Cadbury products for their children, due to their belief in the brand and its ethics. The social aspect of schools also impacts upon the nature of marketing initiatives of Cadbury and their products like Freddo Frogs. The fact that a child may be considered â€Å"cool† if they are associated with a chocolate that has its own representative game (The Adventures of Freddo Frog) means social factors are important for Cadbury. Cadburys success in the creation of the game is a result of their marketing initiative in the form of Internet gaming for kids. On the other hand, the fact that importance is placed on what kids bring to school is not exactly a healthy lesson to learn for kids, and the idea that food choices is incorporated into this is also not ideal, as kids may consume more than is necessary to achieve the desired social outcome. The technological forces that may affect the company environment include whether the technology can be used for innovation, whether distribution or communication can be improved using technology, the accelerating use of technology and the better standard of quality of products due to technology (Elliot et al, 2010, pg. 50). Technology is what has allowed for the creation of the online games, and is essentially the innovative tool used to create more interaction between children and the Cadbury Freddo Frog brand. The communication improvement between children and Freddo frog is essentially due to the improvement in technology over the years (Cadbury History, 2009). Not only has the increase in computer technology been ideal for Cadbury, but also production technology, as it has allowed for considerable growth and success for Cadbury and thus, Freddo Frog. The improvement in technology has allowed Cadbury with its Freddo Frog to compete again with Kinder Surprise. For a time, Kinder was dominating the market for childrens chocolates, as the toy inside the chocolate was very popular amongst kids. The introduction of the online Freddo Frog game however, allowed Cadbury to take back its reign as the top confectionary company. The fun and interactive nature of the game is contributed to making the product so popular. The ever increasing use of technology by Generation z (otherwise known as Generation @) means that Cadbury are reaching their target market in the most ideal and popular way. And the more and more children that use the Internet, the larger the chances are they will come across the Freddo Frog Adventure Game, and the likelihood of their buying the product (or their parents for them) increases. Although, on the other hand, kids are now spending more time in the virtual world of computer games, interacting with characters that dont exist, instead of being outside playing games and interacting with real people. Legal forces are a facet of the business environment that always has a large impact upon companies, as they essentially govern and direct the actions of a company, with laws and regulations (Elliot et al, 2010, pg. 51). These come from industry bodies such as the Advertising Standards Bureau and the Australian Competition and Consumer Commission (ACCC). Companies, including Cadbury, must comply with laws and regulations such as the Fair Trading Act 1987 (NSW), the Competition and Consumer Act 2010, and the (Goods and Services Tax) Act 1999. These Acts essentially ensure that Cadbury acts in a fair manner, in relation to trade, production, workplace environment, employee treatment, taxes etc. As well as ensuring they comply with industry regulations to not deceive or mislead, or have the intention to deceive or mislead consumers, or behave in a way that does not adhere to any standards set by these regulatory bodies. The Australian Competition and Consumer Commission (2011) is responsible for dealing with matters in relation to competition, as well as the enforcement of the Competition and Consumer Act 2010. They are concerned with different areas including dealing with customers, dealing with other businesses, the running of the business in question, industry codes of conduct and professions competition. The ASB deals with issues including â€Å"use of language, the discriminatory portrayal of people, concern for children, portrayal of violence, sex, sexuality and nudity, and health and safety.† (NSW Government) There are more Commissions and Boards such as these that businesses have to be concerned about, although these are the most important and recognized. As such Cadbury has to market its product, Freddo Frog, and conduct business surrounding this product, in such a way that it does not mislead or deceive (neither parents/adults nor children), does not falsely misrepresent the product, and does not infringe upon any of the other aforementioned criteria for business conduct in relation to the Trade Practices Act, or the Fair Trading Act (ACCC, 2011). This will impact upon Freddo Frog, as they will be a legally responsible and trustworthy company, that can be relied upon by both consumers, suppliers etc. to produce a product that markets itself using only the approved methods. If a company is legally sound, they are generally thought to be an ethically/socially responsible entity as well. 3.2 References: Australian Government, 2010, Advertising to Children, accessed 26/4/11, http://www.acma.gov.au/WEB/STANDARD/pc=PC_91814 Australian Competition Consumer Commission 2011, For Consumers, accessed 28/4/11, http://www.accc.gov.au/content/index.phtml/itemId/815215 Australian Competition Consumer Commission 2011, For Businesses, accessed 30/4/11, http://www.accc.gov.au/content/index.phtml/itemId/815214 Callus, A, Cutler, D, 2010, Fact box: Cadbury vital statistics and history, accessed 26/4/11 http://www.reuters.com/article/2010/01/19/us-cadbury-factbox-idUSTRE60I1Jh30100119 Elliot, G, Rundle-Thiele, S Waller,D 2010, Marketing, John Wiley Sons Australia Ltd, Milton Queensland Cadbury 2011, Fairtrade Certified Cadbury Dairy Milk hits Australian shelves, accessed 27/4/11, http://www.cadbury.com.au/About-Cadbury/Fairtrade.aspx Cadbury History n.d., accessed 28/4/11, http://www.bizaims.com/coffee%20break/curiosities%20events%20funny/cadbury%20history Competition and Consumer Act 2010 (Cwlth) Despuez, N 2009, More People Buy Chocolate Amid Recession, Cadbury Sales Up, accessed 27/4/11, http://www.startupbizhub.com/more-people-buy-chocolate-amid-recession-cadbury-sales-up.htm Fair Trading Act 1987 (NSW) Hackford, C 2010, Sugar and Spice and All Things Nice: Advertising to Children, accessed 26/4/11, http://www.advertisingcompliancelaw.com/articles/hfss-foods/ NSW Government 2010, Fair Trading-Advertising, accessed 30/4/11, http://www.fairtrading.nsw.gov.au/Businesses/Advertising_and_marketing/Advertising.html 2010, The Adventures of Freddo and the Time Machine, accessed 27/4/11, http://www.freddo.com.au/ 4.1 Part B Madelin Robertson (3665926) Through effective marketing, Cadbury needs to make sure that they provide their target market with greater value then their opponents on different levels of competition. Cadbury works on the ‘Generic competition level by identifying that its consumers have alternative ways to meet their product needs and that this same want or need can be satisfied by substitution with quite different products (Elliot, G, et al, 2010, p.46). Today the market is highly competitive and companies are now competing against other segments of the marketplace with products such as snack foods, cakes, cereal and biscuits (IBISWorld 2010). These products are sometimes obtained at a cheaper price or offer more value for money. Cadbury aims to avoid generic competition by effective marketing of Cadbury chocolate and Freddo products to give them a prestigous and trusted image that is reasonably priced. Cadbury promote that the taste of its chocolate is superior to other common chocolate brands, that it is more enjoyable to eat compared to items such as biscuits, and that its price is similar if not reasonably priced compared to other confectionary and sweet products. ‘Product competition describes products that are broadly similar but have different benefits, features and prices that distinguish them from competing products (Elliot, G, et al, 2010, p.46). Cadbury chocolate and Freddo compete with a wide variety of confectionary products and children confectionary products in the Australian confectionary industry. Many of these products are chocolate or sweet based so they vary in flavour and product type. Some examples of products which Cadbury compete against are: Jelly lollies, hard boiled sweets, chocolate products, fine chocolate products which could all satisfy a consumer in the confectionary industry. According to IBISWorld in the confectionary industry Krafts Cadbury products have majority of confectionary market share of 49.1% (2010). Like other confectionary brands, Cadbury need to be innovative and differentiate their products, keep prices low and maintain their popular brand image to sustain consumer consumption through changing consumer tastes and dietary trends, for example, a price rise in chocolate may persuade consumers to switch to sugar-based confectionary instead (IBISWorld 2010). Cadbury contends with ‘Brand competition where many of its products are similar to other chocolate brands that offer the same benefits, features and price to the same target market. Childrens chocolate products such as Ferreros Kindersuprise, Mars Mars bar, MMs, and Nestle Smarties all target the pre-teen chocolate market in Australia. To emphasise brand image and acquire market share Cadbury works with initiatives such as supporting and sponsoring community events, fundraising initiatives and sporting groups, where Cadbury products are promoted and recognised within different communities and age groups (Cadbury 2011). Online, Cadburys Freddo interactive computer game, which children can play, helps to create demand for the product and give it a fun and prestige pre-teen confectionary brand identity over its competit ors (Cadbury 2011). Cadburys Australia and New Zealand Managing Director, Mark Callaghan recognises that Cadbury has been a big part of Aussies lives for almost 90 years, and underpinning this relationship has been the unbeatable taste of our chocolate and the affinity people feel for our brands† (Ellis 2010). Cadbury also uses individual branding of its products to give them their own identity and position in the marketplace, to reach its market segments, and to avoid confusion with other product brands. Situational influences are the circumstances a consumer finds his or herself in when making purchasing decisions. According to Elliot, principal situational influences may be classified as: physical: the characteristics of the location in which the purchase decision is made; social: the interactions with others at the time the purchase decision is made; time: the time available for a purchase decision; motivational: the reasons for the purchase; and mood: the mood of a person at the time of the purchase decision (et al, 2010, p.104). Confectionary items usually constitute an impulse purchase that is unplanned or spontaneous. The strategic presence of chocolate and confectionary in stores such as at the grocery store checkout or a vending machine signify purchases that may not have been considered or planned (IBISWorld 2010). Due to the nature of impulse buys, customers will not pay high prices for the items they did not originally intend to purchase so products such as Cadbury Freddo is relatively cheap retailing at around $1. In the current economic climate, high retail prices for children items such as toys may lead parents to buy cheaper items such as Freddo (IBISWorld 2010). When buying chocolate for children it is usually purchased as a reward for good behaviour or celebration. A retail outlet must have pleasant surroundings and be strategically placed to influence consumption. Group influences â€Å"comprise social factors (the influence of other people) and cultural factors (the influence of the values, beliefs and customs of the persons community)† (Elliot et al, 2010, p.106). The culture, subculture and social class of a group of people greatly influence buying behaviour. Increasing technology and production techniques, marketing techniques (such as interactive computer games) and environmentally friendly packaging, play a role in consumption of products and Freddo (Cadbury 2011). Cadbury has recognised the difference in generation gaps and has moved to consider this. Freddo uses modern pictures, symbols colour, packaging and a fun and happy image of Freddo to create consumer interest and to target its younger market. Cadbury promote its products as a friendly brand that is associated with family whilst being widely recognised and trusted. Freddo is also reasonably priced available to majority of the population. Many children and parents learn fr om others that Cadbury is a respected chocolate brand and identity that families enjoy and often pass this knowledge directly onto others, or indirectly by others observing use of the product. Individual factors relate to personal characteristics such as demographic factors, lifestyle and personality, and individual psychological characteristics such as motivation, perception, beliefs and attitudes and learning (Elliot et al, 2010, p.118). Individual motives such as hunger, to satisfy self with something sweet, or a treat for celebration are seen with the purchase of Freddo, however purchase of the product has been identified to impulse purchase (IBISWorld 2010). Cadbury aim to work on an individuals perception by shelving space (usually low or at eye sight where it is easy to see and reach) and packaging which shows bright and colourful tones, stylistic cartoon image of Freddo (which relates to children), legible writing, and the purple trademark colour of Cadbury which is widely acknowledged and brings consumer awareness. Cadbury ads reflect that its chocolate simply tastes good and uses this as a key element to marketing their product. The fact that Cadbury Freddo comes in a variety of flavours (strawberry, peppermint, dairy milk, top deck, white chocolate, rice crisp and caramello koala) also targets individual wants and taste and therefore targeting a wide range of people (Cadbury 2011). Although many people carry the belief that chocolate is not a healthy lifestyle choice, the new portion sizing and Freddo sizing is a well thought approach for children in todays lifestyle. The demographic segmentation of the target market is based on demographic variables related to the vital and social characteristics of populations such as age, education and income (Elliot et al, 2010, p.177). Cadbury Freddo are focused on the tween market segment (children aged 6-13) Generation Z and the parents of this generation, Generation X, for product consumption. Generation Z, the digital and technologic generation, present an age where children are typically focused on the internet, video games, social networking and mobile phones, hence earning the title digital natives (Elliot et al, 2010, p.177). The parents of Generation Z, Generation X, are also included in the target marketing of Freddo as these individuals are usually the ones who purchase the product. The economic climate of the Global Recession saw a dramatic fall in spending as unemployment grew, however consumption of chocolate and confectionary sustained according to IBISWorld as â€Å"consumers choose to indulg e themselves in inexpensive, ‘feel good luxuries such as candy and chocolate, in an attempt to ease more pressing concerns such as mortgage or loan repayments† (2010). The changing demographic of the average Australian household due to an ageing population and regulatory constraints are which are increasing in relation to product labelling, food safety and advertising may also put pressure on manufacturers. Psychographic segmentation is based on the psychographic variables of lifestyle, motives and personality attributes (Elliot et al, 2010, p.178). Increasing health awareness and lifestyle factors today majorly influence consumer consumption, as many people are aware that ‘junk foods are contributing to the increasing obesity rate in Australia and around the world. People are aware of the health risks and problems for themselves and their children and so aim to promote a healthy lifestyle through a balanced diet, exercise and health education. Because of the awareness between obesity and heart disease, and concerns about dental health, parents are less likely to buy chocolate products for their children, instead resorting to healthier food options or smaller portions (IBISWorld 2010). The growing popularity of low-fat diets are having an adverse effect on chocolate sales, whilst the opposite is happening for confectionary promoted on a healthy platform such as sugarless candy and gum and healthy substitute products such as snacks, cereals, nuts, yoghurt and fruit have seen a rise in demand (IBISWorld 2010). Organic products and dark chocolate are seen as a healthier option due to antioxidant content. The ethical consumer has influenced the shift towards sustainable methods of production with an emphasis on fair and equitable trading conditions and preferring fair trade chocolate brands. The behavioural market segmentation is based on actual purchase and/or consumption behaviours towards particular products and their variables, which include benefit expectations, brand loyalty, occasion, price sensitivity and volume usage (Elliot et al, 2010, p.181). As well as being the leading chocolate brand, Cadbury has been rated the most popular grocery brand of Australians in the Nielsens Company Top 100 Brands report (Ellis 2010). Many Australians are loyal to Cadbury products as they are a trusted brand with a popular identity. Parents know they can trust the quality of Cadbury products and that it will meet with their expectations. Typically parents with tweens, and tweens themselves are at the end of the purchase volume for Cadbury Freddo products (Cadbury 2011). It is a cheaper option then more expensive brands such as Lindt or Fererro products. The seasons, time of day and the scheduling of special events such as Easter, birthdays, and Christmas, influence confectionary consumption. Chocolate sales tend to be higher in cooler months (IBISWorld 2010). 4.2) References Cadbury Fundraiser accessed 04/05/11, http://www.fundraising.com.au/. Cadbury 2011, accessed 04/05/11, http://www.cadbury.com.au/. Freddo, accessed 20/04/11, http://www.cadbury.com.au/Products/Pre-teens-Confectionery/Freddo.aspx. Elliot, G, Rundle-Thiele, S Waller, D 2010, Marketing, John Wiley and Sons, Australia. Ellis, D 2010, Cadbury Named Australias Most Popular Grocery Brand, accessed 25/04/11, http://www.cadbury.com.au/About-Cadbury/News.aspx?newsID=133. IBISWorld Chocolate and confectionary manufacturing in Australia 2010, accessed 0 3/05/11, http://www.ibisworld.com.au/industryau/ataglance.aspx?indid=110. The nations favourite chocolate: Now Fairtrade Certified and on shelf throughout Australia, accessed 25/04/11, http://www.cadbury.com.au/About-Cadbury/News.aspx?newsID=134. Working together to make a difference in the community accessed 20/04/11, http://www.cadbury.com.au/Cadbury-Community.aspx. 5.1) Part C Tamara Nicol (4067137) In order for a product to be bought and ultimately perceived, evaluated and repurchased by the customer the business must first position the product so it is made available to the target market. Positioning involves how the brands name, logo, slogan and design are used to create a perceptual image of the product in the consumers mind. The product must be positioned so that customers who need, want and demand the product can have access to it and hopefully purchase it. Positioning is a very important element of target marketing as it decides how the customers will perceive the product and it requires a close understanding of the product, market and competitors. Positioning will determine whether the customers purchase the product, enjoy the product, if it meets expectations and whether they have a good experience with the product and plan of making a repurchase (Elliot et al, 2010). Perception is an outcome of the positioning. It is a psychological response to diverse stimuli. It includes the persons sensory experience, that is, smell, taste, touch, sight and hearing (Elliot et al, 2010). The consumers perception of the Cadbury Freddo would involve a variety of senses. People will evaluate this product on the grounds of, most importantly, taste but also smell and looks, if the packaging and actual product is aesthetically pleasing. Cadburys official website has the Freddo Frog filed under â€Å"Pre-Teen Confectionery† as the product is aimed at younger children, the product must be positioned towards the children as well as the parents or care givers who will most likely buy the product or give the child permission to buy it themselves (Cadbury, 2011). Cadbury implements positioning strategies in order to influence the consumers perception of the Freddo Frog. The Freddo Frog is sold in many stores country wide including supermarkets, petrol stations and corner stores (Observation). By doing the Cadbury positions the product as accessible and popular. Cadbury would like the Freddo to be perceived as at treat but also something that can be enjoyed frequently for a low cost. As a Freddo review states, â€Å"There are two reasons for cheapness; Number One so that children can afford to buy said treat with their pocket money and Number Two so that when children are harassing their mothers for sweets in the supermarket they can hold up the product and their mothers will give in because it is so cheap. Cadbury has such a product in the form of the Freddo.† (Ciao, 2004) Cadbury wishes for the Freddo Frog to be seen as a snack or treat that encourages children to buy it or pester their parents to buy it for them. As unhealthy products aimed at younger children

John Steinbecks Of Mice and Men :: Essays Papers

Of Mice and Men When writing the novel Of Mice and Men, John Steinbeck made many themes clear to his readers. Some of these themes were good statements to live by, and others weren’t. Most of these themes were about people’s social lives, because that was what a good part of the book was about. They addressed friendship, equality, and death. The first, and probably most important lesson taught by this book was the value of friendship. From the very beginning of the book, readers can tell that George and Lennie are very close friends. Later, the book tells of this odd duo’s past. Because Lennie was never too bright, George often took advantage of him. Eventually, though, George decided Lennie needed someone to take care of him and lead him through life. The two stuck together, though Lennie often got them both into trouble. Another theme the book contains is negative statements about human equality. On the ranch where George and Lennie worked, the ranch hands were considered more inferior than the wealthy boss, his son, and his daughter-in-law. One of the ranch hands, Crooks, was a black man and also a cripple. He was considered more inferior than the ranch hands and had a private room out in the barn. Some of the other ranch hands did respect him, though; as much as someone could expect from anyone at the time the story takes place. Throughout the story, Lennie found out just how fragile life was in his strong hands. When he was younger, his aunt would give him mice to play with and pet. Because he was so strong, he would pet them too hard and kill them. When Slim gave Lennie a pup, he eventually pet it too hard and accidentally killed it too. Then, while talking to Curley’s wife in the barn, she invited Lennie to touch her hair. When she wanted him to stop, he got scared and held on. When she screamed, he shook her and told her to stop so he wouldn’t get in trouble. With his incredible strength, he accidentally broke her neck.

Media Policy

The issue of coming out versus staying in the closet is one that has the potential to provide a news media organization with a large amount of readership or viewer-ship because of the still novel aspect of the situation. America is quickly becoming a more liberal society, yet the conservatism within the country is still high. While many people have pushed the envelope of conservatism, still a lot struggle with the idea of challenging traditions because of the many consequences that attend such a decision.The idea of being homosexual (gay or lesbian) within American society still carries with it a stigma that many try to avoid. The main reasons for the avoidance of this stigma are the attention that such a lifestyle will bring to those who live it and the possibility of overt protest against such a lifestyle by activist or religious groups. Therefore, the â€Å"coming out† of a homosexual provides news that the public is highly interested in, and the developments that often fol low such a declaration are also highly news worthy. Since it is the business of this media house to provide information to the public that it finds interesting and seminal, it is therefore the policy of this organization to aim to be the first at announcing the â€Å"coming out† of individual homosexuals.The information regarding the lifestyles in which people choose to engage is often considered by critics of the media as personal and not as the business of the public. However, the American public has consistently identified what it considers its own business through its attention to the details of the lives of many individuals. In fact, the public has demonstrated its commitment to learning such news through its active awareness of televised news programs, feature stories on the internet, and its paid subscription to print media of varying levels of credibility.Unlike some media houses of lower credibility status, this media house is dedicated to providing the truth about t he lives of any individual labeled as coming out of the homosexual closet. This media house takes this type of claim very seriously and is held to a high level of integrity in providing proofs of any claims made to such effect. In this way, the curiosity and concern of the public regarding such matters will be satisfied not with lies and fabrications, but with factual accounts of very real and troubling issues.The media as an industry is not just a group of organizations that provide an update or commentary on the things that take place in our society. Rather, its role encompasses that of creating cultural artifacts and historical records of the socio-cultural metamorphosis of a particular society over time (Gauntlett 115-6).Without this record, anthropologists who study a given era are at a loss when trying to compile an accurate account of the cultural practices within a given society. Homosexuality is an integral part of the social practices of many Americans today, and fear or a n inordinate level of concern for privacy often pushes people into a mode of overprotection of such lifestyles. The role of the media is to effectively uncover such practices by aiding these persons in making their lifestyles and sexual preferences known to the public and therefore to posterity.Statistical considerations also prompt the media to engage in practices that â€Å"out† homosexuals who would otherwise remain hidden. Many reasons exist why statistical bodies seek out demographical data that will give the percentage of homosexuals within a given district or in the country itself. Such measures as the creative capital level of a town use data concerning the gay population as integral factors for calculation (Florida, 41).Such measures help gauge the tolerance level of certain regions, cities, or towns. In fact, it is often in the interest of even the homosexuals themselves to come out, as it increases the confidence level of others like themselves who want to live the ir lives out in the open and refrain from hiding. Yet, homosexuals who decide to keep their lifestyles in the closet succeed only in skewing the statistical data, resulting in the underestimation of the level of homosexual practice in a given region. This media house is committed to playing a role in this by encouraging, prompting, or otherwise effecting the open acknowledgement of the true level of homosexuality within a given area.The role of the media as an announcer of the coming out of certain homosexuals is one that succeeds also in helping such persons to liberate themselves from a confining public image that, in effect, adversely affects their lifestyle. Homosexuals who remain in the closet tend to have unnecessary burdens placed upon them, which the media should consider its humanitarian duty to remove. Such persons are unable to proclaim their love in the open.They are unable publicly to perform simple actions, such as holding hands or kissing, which demonstrate their feel ings toward their significant other. It is often the case that such persons want desperately to rid themselves of these confinements and reveal their sexual preferences to the world. However, they lack the courage or the nerve to stand up and make the declaration themselves. The media therefore provides a service to many of these persons by performing the unsavory act of â€Å"coming out† for them, so that they may begin their enjoyment of life openly professing and living what they indeed are in private.The media also plays a role that publicizes the lifestyle of homosexuals far beyond the borders of influence than they themselves would have been able to proclaim it. Public knowledge of the true proportion of the population that desires such a lifestyle provides in turn an impetus for changes in the legal structure of society that would facilitate such lifestyles. In other words, if enough homosexuals step forward and â€Å"come out,† they may even get the legal recog nition they desire.The media therefore facilitates not just the open lifestyle of such persons, but also justification and recognition of such a lifestyle so that they may be more able to live fulfilling life that contains all the accessories that make life fulfilling for heterosexuals. The role of the media in helping these persons come out will broadcast the view that such a lifestyle is legitimate. This is likely to prompt legislation that will allow such persons to marry, adopt children, and perform other partnership roles once available only to heterosexuals (Vargo, 114).Critics of the media are likely to cite the observation that the publicizing of lifestyle practices of homosexual should be left to their discretion. However, it is often the discretion of these persons that lead to the media finding out about their lifestyles in the first place. Furthermore, the media is also involved in publicizing romantic details about the lives of heterosexuals—mainly those persons such as public servants and entertainment personalities who live a large portion of their lives in the limelight.Since such stories are the domain of the media, then other very similar stories involving the coming out of homosexuals are also considered to lie within the jurisdiction of the media. It is often the case that people are opposed to things only when they affect them personally, and this double standard ought to be avoided. Since a large proportion of Americans show themselves interested enough in this type of material to purchase magazines, then the media should consider it a duty to provide that material.It should be considered the perpetual policy of the media to continue to provide information to the public regarding the sexual status of the individuals who live within its domain. The efforts made by the media to out these personalities are beneficial not only to the individuals themselves, but to anthropologists and sociologists of posterity who may seek to understand the socio-cultural practices of persons of this era.The actions of the media concerning the state of homosexuality in a given area are also beneficial to historians, who are likely to consult the media as cultural artifacts that give insight into the synchronic and diachronic development of certain occurrences of note in a given time. The media should be active in publicizing the coming out of homosexuals because of its role in informing the public and in legitimizing the homosexual lifestyle in a manner that is likely to lead up to the legalization of activities that occur in connection with it.Work CitedFlorida, Richard. The Rise of the Creative Class: and How It’s Transforming Work, Leisure,   Ã‚  Ã‚  Ã‚  Ã‚   Community and Everyday Life. Cambridge: Basic Books, 2002.Gauntlett, David. Media, Gender and Identity: An Introduction. New York: Routledge, 2002.Vargo, Marc E. Acts of Disclosure: The Coming Out Process of Contemporary Gay Men.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Birmingham: Haworth Press, 1998.

Communication in an Organisation Essay

It is not possible to have human relations without communication. However, good and effective communication is required not only for good human relations but also for good and successful business. Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender’s intent to communicate at the time of communication; thus communication can occur across vast distances in time and space. It requires that the communicating parties share an area of communicative commonality and the communication process is complete once the receiver has understood the message of the sender so communication must include both the transfer and the understanding of meaning. I think that effective communication is needed within a business for both the manager’s and the organization’s success because it is required for the day to day running of the business . Effective communication is required at various levels and for various aspects in an organization so that there can be manager and employee relations. Effective communication of information and decision is an essential component for management-employee relations. The manager cannot get the work done from employees unless they are communicated effectively of what he/she wants to be done so therefore effective communication does not take place within an organization then employees will not know how to go about achieving company goals. Managers should also be sure of some basic facts such as how to communicate and what results can be expected from that communication. Most of management problems arise because of lack of effective communication. Chances of misunderstanding and misrepresentation can be minimized with proper communication system. When there is ineffective communication it leaves room for mistakes and sometime projects and reports have to be revised or done over thus causing resources to be squandered and may cause employees and managers to be frustrated. Finally, communication between management and employees can help the management better address concerns the employees may have, reassuring the staff and helping management to remedy potential problems facing the organization. Motivation can also arise from effective communication and this can make employees more productive which in turn will ensure the success of the business. When employees are able to easily communicate to their employers their opinions and problems they tend to be productive on the job and intent on working to best of their abilities. On the other hand manager can tell employees that they are doing a great job or ask for their opinions in the decision making process. Effective communication in the workplace plays a prominent role in developing long lasting employee motivation and one of many positive benefits gained from well-established organizational communication is improved relationships. Improving relationships between management and staff is quite important and is often overlooked. Things will go smoothly when everyone is on the same page, understanding of goals and the direction a company is going. The best process of communicating here is well thought out emails that follow the chain of command and face to face interactions. A company also uses communication as a way to maintain control over employees and their work environment. Written human resources policies and procedures dictate how employees are permitted to act in the workplace. Job descriptions outline the parameters of an employee’s job functions. Performance reviews control whether an employee receives a raise or attains a promotion. Communication allows employees to interact with customers and each other. A customer service department communicates with customers to help them resolve issues. A business letter can be used to introduce a company to a potential customer. Communication is essential for employees who work together on a project or during the training process. Employees may interact socially both at work and outside the workplace. Every organization offers a service or good so there needs to be an effective line of communication between the organization and its customers. Those organizations need to be able communicate about what they are offering with the consumer base they are targeting. Effective communication with consumers provides two benefits. First, it lets consumers know about what is being offered and why the organization’s offers should be preferred over the competitions. It also allows the organization to gain feedback from consumers so they can alter either their communication tactics or their offers to make sure they are appealing to the largest amount of consumers possible. Communication is necessary to effectively function, both inside an organization and when dealing with the outside world. The above inferences attest to the importance of effective communication within an organization if it is intent on both the manager and business success. Effective communication is not only important within the organization but also information should relay to stakeholders in order to guarantee the organizations attainment of its goals.