Comparison between tabloid and broadsheet newspapers Essay Example

Comparison between tabloid and broadsheet newspapers Paper The two articles are both about youth culture committing crimes, which are shown in statistics, pictures, text, bullet points and headlines. They give information on the crimes being committed (e. g. how many percent carry knifes). One article comes from The Guardian (broadsheet) and The Mirror (tabloid) The broadsheet shows an impartial view of the story, and gives an honest opinion and it shown is long columns, bullet points and statistics and the bullet points have a description, unlike the tabloid. The tabloid trys to shock us, it trys to convince us that the youth cultures are thugs. They attack the readers, and all that is shown in pictures, articles, columns and statistics. The Mirror uses a large picture trying to really traumatize us; the picture is of a young teenager holding a significantly large knife, the image is used to frighten us. The Mirror has many statistics without really explaining them. The tabloid presents its articles with headlines, subheadings, by-line, images and really have an explanation, The Guardian presents it articles with long headlines, subtitles, by-line, statistics, long columns and the stats are followed by an explanation, which is really easy to understand. The Guardian and The Mirror have big differences, e. g. tabloids have more news about celebrities and gossip, and the broadsheet is about more considerable subjects such as politics and business. Both newspapers have a dissimilar effect, the tabloid trys to shock us, convince us that teenagers are thugs. We will write a custom essay sample on Comparison between tabloid and broadsheet newspapers specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Comparison between tabloid and broadsheet newspapers specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Comparison between tabloid and broadsheet newspapers specifically for you FOR ONLY $16.38 $13.9/page Hire Writer They pounce on the readers and the broadsheet show a balanced view, tells us that its not that horrific. The tabloid uses a lot of space up on pictures and statistics, which arent explained well. The statistics are shown as large numbers with a little brief explanation: 4% of boys aged 15 to 16 have tried cocaine. But the broadsheet an actual explanation: among 15and 16 year olds, 25% of girls and 30% of boys said they have tried cannabis at least once. As you can see the broadsheet uses a longer, understanding description. The writers opinion of teenagers in the tabloid is prejudiced, but the writer of broadsheet article is balanced and believes that its not that bad, and its says for example things like out of 100 only 4 have sampled cocaine The writer of the tabloid article interviews Barry Anderson and says that he calls them the thugs breed the writer doesnt interview the teenagers to see other side of the story. The broadsheet interviews both adults and teenagers to hear each side, the adults have done confidential interviews with the teenagers, the interviewer also made up a phony drug to catch out liars. The tabloid doesnt interview the so-called thugs to hear their side, so we only hear the writers opinion, so its influences us to believe that teenagers are thugs. The broadsheet uses long complete words which shows that journalists are actually well knowledgeable and do investigate, unlike the tabloid which uses a couple of slang words. Both articles use interviews though in The Guardian the interview is with Barry Anderson who is chief executive of the communities that care, and The Mirror also interviews Barry Anderson. In the tabloid they do not quote him as much, they write that the refers to the teenagers as the thugs breed, the difference in the tabloid splits Barry Anderson quotes all over the article, but the broadsheet puts the whole quote together, dissimilar to the tabloid that use the quotes to validate their point. Even though both articles are about the same subject, they are written in different ways The Guardian uses complex, multi-syllable words such as confidential, criminality, offending, dominantly assumption, representative ect. The tabloid uses, more slang and emotional words such as bring drinking, thugs, and Cinderella. The Mirror uses shorter sentences, which are easier to read, the text is for more ordinary people, unlike the broadsheet which is for more sophisticated/professional people e. g. teachers, doctors, business men ect. ), Because they use more complex text and longer sentences. The broadsheet says, The author stressed that most young people were law abiding most of the time and that would not be placed in The Mirror because they are saying that teenagers are law abiding which is the opposite of what The Mirror believes. The sentences in the two newspapers are different because they are both aimed at different people. The Mirror is for most, ordinary people The Guardian is for more educated/ professional people, The Guardians article uses longer sentences because its contains more information. I personally favour The Guardian because it gives a fair view and gives out more information and gives an easier quote that isnt scattered throughout the article. They give explanations, The Guardian believes that the problem isnt bad, they believe its not a lot they say its bad, but not much. The Mirror says that its appalling, and that the figures are too high. The Mirror is more negative and believes that teenagers are the thugs breed. Unlike the broadsheet which sympathys for the teenagers and believes that most teenagers are law abiding. I believe that the statistics are not that bad, for example only 4 out of every 100 have tried cocaine, but the tabloid disagrees. All in all its bad but not as bad as the tabloid makes it to be.

Russell Surname Meaning and Family History

Russell Surname Meaning and Family History Russell is a common patronymic surname derived from the given name Rousel, old French for someone with red hair or a ruddy complexion. Russell is the 93rd most popular surname in the United States and England, and the 47th most common surname in Scotland. Surname origin:  English, Scottish, IrishAlternate surname spellings:  Russel, Rusell, Roussell, Ruessell, Roussel, Ruessel   Famous People With the Surname Robert C. Russell - Inventor of the Soundex system for indexing names by the way they soundJames Russell - Invented the compact disk (CD) in 1965 Where Is This Surname Most Common? According to surname distribution data from Forebears, the Russell surname is among the top 100 most common surnames in a number of countries, including The Bahamas (15th), Scotland (60th), Australia (68th), New Zealand (72nd), the United States (87th), England (90th), and Jamaica (91st). In England, the name is most commonly found in the southwestern counties- Kent, Sussex, Hampshire, and Surrey. WorldNames PublicProfiler identifies Australia as the country where the Russell surname is most common today, as well as in Scotland, particularly in South and North Lanarkshire, West Lothian, Falkirk, and Clackmannan. Genealogy Resources Russell  family crest: Contrary to what you may hear, there is no such thing as a Russell  family crest or coat of arms for the Russell surname.  Coats of arms are granted to individuals, not families, and may rightfully be used only by the uninterrupted male-line descendants of the person to whom the coat of arms was originally granted.Russell family genealogies: Links to descendant genealogies for a number of early Russell families in the United States.Russell family genealogy forum: Search this popular genealogy forum for the Russell surname to find others who might be researching your ancestors, or post your own Russell query.FamilySearch - Russell genealogy: Explore over 5.6  million  historical records which mention individuals with the Russell surname, as well as online Russell family trees on this free website hosted by the Church of Jesus Christ of Latter-day Saints.GeneaNet Russell  records: GeneaNet includes archival records, family trees, and other resources f or individuals with the Russell  surname, with a concentration on records and families from France and other European countries. The Russell  genealogy and family tree: Browse family trees and links to genealogical and historical records for individuals with the last name Russell  from the website of Genealogy Today. Sources Cottle, Basil.  Penguin Dictionary of Surnames. Baltimore, MD: Penguin Books, 1967.Dorward, David.  Scottish Surnames. Collins Celtic (Pocket edition), 1998.Fucilla, Joseph.  Our Italian Surnames. Genealogical Publishing Company, 2003.Hanks, Patrick and Flavia Hodges.  A Dictionary of Surnames. Oxford University Press, 1989.Hanks, Patrick.  Dictionary of American Family Names. Oxford University Press, 2003.Reaney, P.H.  A Dictionary of English Surnames. Oxford University Press, 1997.Smith, Elsdon C.  American Surnames. Genealogical Publishing Company, 1997.

Make a convincing argument for BOTH sides of an issue that has been Essay

Make a convincing argument for BOTH sides of an issue that has been considered by the U.S. Supreme Court or a U.S. Court of Appeals within the past twenty years or so - Essay Example The United States Supreme Court has enunciated a number of ways that student athlete drug testing does not infringe the Fourth Amendment Right or any other that various students have filed suits on, especially the high school athletes. The first case that attracted a lot of attention was the Vernonia v. Acton where student athletes, in support of their parents, accused their school in court for violating their rights through the drug tests. However, the United States Supreme Court ruled against the students by allowing the public school to continue with the administration of the drug tests. From this verdict, it is clear that the students do not have the option of evading the tests and the public schools have the permission of using force; moreover, this could apply even when the school administration does not have any reason suggesting that the student may have abused drugs. Based on the results of this, public schools in different parts of United States initiated drug-testing programs for every student participating in other supplementary undertakings including being members of certain clubs. A few years later, the Supreme Court experienced another case of Board of Education v. Earls where the court supported the general practice giving all public schools the mandate to administer drug tests to all scholars who engaged in any activities sanctioned by the school administration. Additionally, the Supreme Court also went further to permit the subjecting of drug tests even the rest of the students that did not participate in extracurricular activities. Essentially, even before the Vernonia v. Acton case, the United States Court of Appeal had made it clear that it is not necessary that public schools have an apparent reason to frisk scholars in the New Jersey v. TLO case. All the same, the public schools required a rational notion of the student engaging in unauthorized actions; relatively, this

The advantages and disadvantages of using solar panels and where it Essay

The advantages and disadvantages of using solar panels and where it used - Essay Example According to Gevorkian (2007, p. 57), these hitches have led humans to seek alternative energy sources such as wind, wave, and solar energy. Solar energy is basically the energy derived from the sun. One way of harnessing this energy is through solar panels. Solar panels are simply devices that convert light energy into electric energy as noted by Mayer, Scully, Hardin, Rowell and McGehee (2007, p. 29). Another name for solar panels is photovoltaics which simply means light- electricity. Yet another name for the solar panel is solar module. More specifically, a solar module refers to a group of solar cells put together and packaged in a frame, and these can be grouped into larger arrays. Even the most primitive generation of man was aware of the power stored in warmth of the sun. Some early uses of solar energy included home heating, solar cookers, and water desalinations. In the last couple of centuries, humans have been able to make great advancements related to harnessing the immense energy from the Sun. Though just a small percentage of the sun’s energy reaches the earth, it is still possible to create massive power plants that receive energy from it. In 1839 Alexandre Edmond Becquerel discovered how to explain the means by which photovoltaic effect can be used to create energy. The next century saw the development of solar cells, in 1921 Albert Einstein received Nobel price for his work on photovoltaic effects and in 1941 the first solar cells were invented by Russell Ohl (Energy Matters 2012; PRLOG 2009). Solar cells are made of materials which are special in function known as semi-conductors. The most common material semiconductors are made of is silicon. When the semiconductor comes into contact with light, it absorbs a portion of it, meaning the light energy absorbed is transferred to the semiconductors (Nelson 2003, p 25). This energy causes a knock on the electron making them to move freely. There are one or more electric fields that force

Personal Philosophy and Model of Supervision Essay

Personal Philosophy and Model of Supervision - Essay Example The supervisor’s role within this is multi-faceted, and includes many important features that are vital within counseling objectives. Often dealing with multiple tasks that require differing methods, the supervisor serves as mentor, teacher, evaluator, and counselor, while also assuring cliental needs. S/he is there to encourage, protect, teach, inform, train, advise, and guarantee the successful training of supervisees, through the implementation of a personally chosen supervisory model that has evolved in the course of professional experience. When facing the challenge of defining a supervision model that serves all of the above criteria, but which is still personal and tailored to any given philosophy on the role of counseling, the situation of the supervisee sitting under the supervisor immediately springs to mind. What are the expectations of the supervisee? What are they hoping to achieve, to obtain, from their mentor? What is their role within the procedure, and how can they help to ensure that effective training occurs? I believe, above all, that supervision is first and foremost client, or supervisee, orientated. The main reason for wanting to enter any caring profession is always to do with helping others, and in this respect, supervision is no different. A caring nature, compassion, concern, availability, and the desire to see changed lives, all form part of my reasons for wanting to enter into this vocation. However, having these much needed elements does not form a good supervisor – it is just the starting point. Supervision aspires to take someone from this starting point and to shape them into a professional supervisor, who is able to perform all of the necessary functions that supervising entails. Teaching professional conduct, ethics and safety, different procedures, techniques, and so forth, it is through good supervision that good supervisors are formed – or, of course, the opposite. And, therefore, the

Integrated Marketing Communication Program for Jeans

Integrated Marketing Communication Program for Jeans Executive summary: Various jeans industry such as Denim, Levis, and Disney etc. design various integrated marketing program. Although common objective of all IMC program is increase brand awareness, sale and design a unique image in customers mind. In order to address and attract customer all jeans industry launch various campaign. To communicate with public and customers they advertise their campaign on TV, magazine, online and radio. Through their advertisement they want to design their brand image in customer mind. Besides advertisement, they also carried out promotion activity, public relation, direct marketing etc. Direct marketing is although time consuming but most effective tool for communication. Various jeans industry also organizes various events in order to communicate properly with customers, for example Aadharshila Brand solution was planning to launch an event called â€Å"JEAN JANOON† for their client â€Å"The HUB† a multi brand outlet for apparel. Main purpose of this event is to increase the sale of jeans. Before designing IMC program this company carried out market research in order to judge customers behaviors toward jeans. For research they design the strategy for â€Å"JEAN JANOON† event. During the event they decided to get feedback from customer who visits â€Å"The HUB† multiband retail outlet so that appropriate primary data can be collected for designing IMC strategy for â€Å"The HUB†. Before designing integrated marketing communication program it is necessary to judge consumers behavior toward jeans , it is necessary to known customers liking and disliking, these data provide various support during designing of IMC program. Although there are various media available for communicating but Printads in magazine and news paper is seen most effective medium followed by television. After Research survey done by various jeans company, it has been found that male respondents were less brand conscious than female. There is no particular fashion trend among males, but females are more conscious towards seasonal fashion trends. â€Å"Fitting† and â€Å"style† are the major attributes considered by customer while buying jeans. Marketing plan plan Situation Analysis: Every organization faces a lot of problem at present time so it became necessary for every organization that before setting any objective carried out situation analysis in order to recognize strength, weakness, opportunities and threat present in our organization. According to Sally and John, marketing plans are â€Å"the written document or blueprint for implementing and controlling an organizations marketing activities related to a particular marketing strategy† . A successful marketing plan is able to improve organizations profits and growth, uses in objective setting and monitors results. So to gain a successful market plan it is necessary to to understand the current situation comprehensively and trends affecting the future of the organization.There are two major reasons to explain why situation analysis plays a vital role in developing marketing plan. Firstly, dynamic marketing environment will lead to uncertainty, threats and opportunities for marketers. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. Then, systematically analyzing situational environments in order to identify our customers and understand their needs. There are certain opportunities in jeans industry, such as increase women wear collection, increase market and market share through integrated PR, and advertisement and promotional campaign. Besides opportunities there is a lot of threat that create barrier for entry in to jeans industry. These threats are as follow: Increasing competition in ethical fashion Ethical brand is not taken seriously by public High price and loyalty decrease loyalty toward brand Main objective behind situation analysis is to known analyze customer, competitor and there strategy. Marketing objective: After situation analysis we became able to known our organization strength, weakness, opportunities and threat present in environment. It provides a lot of support in setting of objective. There may be a lot of marketing objective, some are as follow: Increase market share To create new successful denim and clothing rang and expand it to convert not user in to user. Increase sale by 50% in 6 month from the launch of public campaign Create awareness among target audience. Use excessive advertising especially using media preferred by the target market. Create product belonging and position among buyers mind Marketing strategies: Toachieve these objective we implement various strategy. Target market: Urban personality: Affluent young professional Prosperous young professional Students and cosmopolitan Marketing Mix Strategies : Main aim of various jeans industry to produce high quality jeans in various qualities such as five packet jeans in various size. This is mostly done to capture youth attention. They produce jeans in various colour to capture more market share. Must of jeans brand such as levis, denim, dem lea diesel jeans jump in to Indian market by producing high quality of jeans Pricing range from 4.7 $ to 9.5$. Jeans do not need too much promotion. It is done mostly by fair, E – commerce and agent The distribution channels for jeans industry are as follows. MANUFACTURER (COMPANY) WHOLESELLER JEANS SEND TO RETAILER CUSTOMER Internal Process It is as follows. Sample Cutting Stitching Washing Pressing and labeling Finishing Dispatched to store Packing and containers Explanation The sample is first send by the buyer. Its called a gold seal sample. In cutting dept, one piece is placed on the other and in this way a bundle of 50 Jeans is made. Then the cutter cuts it. In the stitching dept, front end or the upper part is made. Then backend is made and they are assembled together in the assembly end. Then the belt is made. Washing can be done by simple garment wash or through the stone wash and chemicals. It is done according to the buyers request. In Pressing and labeling dept, the Jeans are pressed and then labeled for identification. In finishing dept, the quality of jeans is checked and mistakes are rectified. Then the Jeans dispatched to the store. Then packing is done. It is done according to the buyers request. Then they are sent to the containers. Samples of Product; Implementation tactics : Launch a blind ad campaign on billboards and magazines in all A class areas of major cities and magazine. Heavy advertising on TV, newspapers and magazines Set displays of jeans in showrooms and major dealer outlets in all cities. Reduce number of billboards, television and magazines advertisements. Continue Advertising Evaluation, Monitoring and Control: Goal of marketing plan is to achieve market objective that are established before implementation of marketing plan. We evaluate and control our strategic tactic by comparing our result with standard established before setting of plan, by measuring customer satisfaction and brand loyalty. If result is less than our standard than there any is default in implementation and monitoring. The people who are responsible for the monitoring and control of the marketing plan involves, the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Production Managers. Some activities must be carried out for precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, consumers and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions. The Integrated Marketing Communication Plan Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion) So Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Promotional activities include Advertising, sales promotion, and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Situational analysis: First of all we carried out we carried out situation analysis in order to unedrtood problem. In this we identify our compititors and their strategy for example Levi carried out compititor analysis and find out various strategy adopted by Tommy Hilfiger, JNCO, VF Corporation, Gap, Calvin Klein, Diesel and Paris Blues. After situation analysis Levy Strauss Company find out thattheCalifornia gold rush outfitter whose trademark blue jeans have been an American clothing staple for generations, had fallen on hard times by 2004 and needed a change in strategic direction.After seven consecutive years of falling sales, profits turned to losses in 2003. Management responded to the decline by moving its manufacturing plants offshore and by introducing a new line of discount jeans at Wal-Mart.It also considered selling off its Dockers casual pants unit in order to focus on its jeans business. Under situation analysis we also analyze financial position of company. IMC objective: There are various IMC objective set by jeans company after situation analysis in order to accomplish their goal. Some of objective are as follow: To Increase sale by 50% in six month To Increase brand awareness To Increase customer loyality To Increase desire of customer To Increase repeat purchase To measure customer satisfaction To create relationship with customer on personal level To control and observe public opinion To receive feedback from customer on regular basis Media objectivesstate the impact that you expect to have on an audience in terms of reach and frequency. Objectives must meet the following criteria: Measurability Quantifiability Realism time-specificity Budget determination: We need to establish what amount of money will be needed to achieve the IMC objectives.Although there is various methods present to determine what amount of money invest on IMC. These methods are as follow: Affordable Method Percentage of Sales Method Unit of Sales Method Zero Budgeting Method Inaffordable methodwe invest money on IMC as soon as we can afford. However inPercentage of Sales Methodamount of money invest on IMC tool depend on what amount of sale we expect to achieve during course of year. These percentages are mostly adhoc and sometime based on judgment. InUnit of Sales MethodCompany allocate a certain proportion of cost of product to promotion. Thus say if ex factory cost of the product is say Rs 100/ the company will allot Rs.10/- toward promotion cost. Hence if company expects sale 10,000 unit of the product, thus allocated IMC budget will be Rs.100.000/-. In Zero Budgeting Method, company determine what need to achieve in term of sale and then rework backward in term of what money will be needed to be allocate to deliver those customers. Thus if company believe that in order to achieve their sales, 10,000 customers need to purchase their jeans once during the planning period than it will work out what number of prospective customers will needed to be tar geted through ATL and BTL activity, in order to achieve that result. IMC Methodologies There are various component of integrated marketing communication that is as follow: Advertisement Advertisement is any paid form of non-personal presentation and promotion of ideas or products by an identified sponsor. Objective of any ads is to increase brand awareness. Objectives: There are mostly three objective of advertisement compaign, that are as follow: Inform Persuade Remind Inform: Informative advertising, seeks to tell the market about the jeans, explain the new quality added in jeans, provide information on pricing, and build awareness of both the jeans quality and the company. Such objectives are normally pursued at the launch of a new quality jeans, or re-launch / up-date of an existing jean. Persuade: Here objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the jeans as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a range of jeans design competes directly with each other. In such circumstances businesses often seek to differentiate their jeans through Comparison Advertising – either directly or indirectly comparing its jeans to that of its competitors. Remind: Reminder Advertising, is used to maintain interest and awareness of a well established jeans brand in the market, often in the latter stages of its product life cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand. Advertisement budget: Having identified advertising objectives, the advertising budget must be set. Determining exactly how much a business should spend on advertising to achieve the desired level of sales. Commonly, the decision is based on past experience of expenditure on advertising, and the sales subsequently achieved. There are however a number of factors that can be considered in setting the advertising budget Factors influencing the setting of advertising Budgets: Product life cycle stage:New products in the Launch stage of their Product Life Cycle, will normally require greater expenditure on advertising to create product awareness, and encourage consumers to trial the product. Whilst products that have reached Maturity in their product life cycle, will often require smaller advertising budgets to achieve the level of sales required. Competition:The number of competitors in the market, and their expenditure on advertising competing products, will influence a business to spend to a similar or higher degree. Product Differentiation:A product very similar to other products on the market may require greater expenditure on advertising to differentiate it from its competitors. Advertising Strategy: Developing an Advertising Strategy to achieve the objectives of a campaign, requires that consideration be given to both the ‘Message which will be communicated and the ‘Media through which it will be sent Advertising Message An advertising campaign, no matter how much money is spent, no matter what media is used, will only be successful if the Message appeals to the target audience. Given the level of advertising which bombards the average consumer, a successful advertising message must stand out amongst the advertising clutter. Thus marketing professionals are required to be creative, imaginative and innovative in developing the advertising message, both in terms of what is said, and How it is said? What is said This is often referred to as the ‘Big Idea, and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences, it is difficult to categories the content of advertising messages which a business may send, below we include a couple of examples of actual message strategy. During delivery of advertisement massage in customer mind take the personality symbol, lifestyle and musical as consideration. In addition the tone of the advertisement will need to be established, which can be either positive or negative. The advert may therefore promote positive feelings of fun, contentment, and happiness or take on a more negative, somber, or even threatening tone. Selecting Advertising Media: In addition to deciding upon the content, style and tone of the advertising message, the media through which the message will be communicated to the target audience must also be selected. Mostly for jeans advertisement we select media such as magazine, newspaper and outdoor. TV rarely used for advertisement of jeans. In order to select the most appropriate media, consideration must should be given to various advantage and disadvantage of various media. Strengths and weakness of various media are as given below: Television : Strengths Dynamic attention getting media, combining visual, sound and animated stimulus. Strong potential Impact High market coverage Good at demonstrating products Weaknesses: Highly expensive Poor at communicating lengthy technical information Newspapers: Strengths: Targeting is possible through profiling readership Good level of market coverage Weaknesses: Static media, not suitable for product demonstration Potential for poor reproduction, sometimes limited to black and white print Short-life span, i.e. todays newspapers become tomorrows rubbish Magazines: Strengths: High quality reproduction, of color images Targeting is possible through specialist publications Good pass on readership Weaknesses: Static media, not suitable for product demonstration Lengthy lead-time between advert being placed and magazine being published Outdoor: Strengths: High repeat exposure to advert Relatively low cost Low levels of competition, in terms of advertising clutter Weaknesses: Limited audience selectivity / targeting possible Static media, not suitable for product demonstrations Difficult to monitor effectiveness â€Å"Make them your own† is the name of the campaign launched by Levis to boost the sale of Denim jeans. This is one of the most aggressive marketing and advertising strategy followed by Levis to move up the sales. The theme of this marketing campaign is narcissistic youth. It will feature youth who will check themselves out in Denim blue jeans. The advertising will target the age group of 18 – 24 years. Mostly levy also select TV, Magazine, and Newspaper as a media for delivering there massage about their product in customer mind. PRINT Ads: This ad focus on that even in bad time our company ABC produce good quality of product in comparison to our competitor. ABC Company compares their product with competitors in quality and design. Through this ads company want to show that our product is superior in quality and design. Sale promotion: Sale promotion is collection of various consumers and trade promotional tool such as rebate, discount, gift, contest, coupons, price deal, contest game, sampling etc. to increase sale of products. There are certain objectives of sale promotion. However main objective is to increase immediate sale because Sales Managers are under great pressure to produce results quickly. Objective: There are certain objectives of sale promotion that are as follow: To increase immediate customer sale To increase support among the marketers sales force. To gain the support of the trade in marketing the product Reasons for Growth of Sales Promotion: There are number of reason for growth of company in sale promotion some are as follow: Increasing Competition Due to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of sales promotion. In order to have a competitive advantage over its competitors like Levis, Pepe, Killer and others, Spykar Jeans, once a year has a grand sale of up to 50%. Customers Have Become More Price Sensitive: The increase price sensitivity is direct result of rampant inflation. Economic support this trend further, as a result customers and dealer became more sensitive toward price. If the customers get branded jeans at half the actual price, then they are definitely going to make huge purchases of Spykar Jeans because they want value for their money, as they are price sensitive. Sales Promotions Generally Create an Immediate Positive Impact on Sales: Advertising, personal selling and other methods of promotion produce slower impact on sales in compared to sales promotion. Sales promotions are mostly for short duration, for a specified period, leading to a sense of urgency in consumers to buy now. This creates an immediate positive impact on sales. Products have become more standardized: In many product categories there is proliferation of brand or line extension and me too many brands. Most of brand perceived by consumer varies little in price. Due to this it became very difficult for advertiser to reposition their product in customers mind. Due to which they focus on more and more on sale promotion to get immediate result. Advertising Has Become More Expensive and Less Effective: All the advertising media have become quite expensive. Audio-visual medium, which is considered as the most effective for short-duration ads, may cost in excess of Rs. 1 lakh for a 10 second exposure during prime time. In many cases, consumers have reached a point of boredom due to excessive advertising on TV. Firms with small budgets cannot compete with big companies, which spend huge sums of money on advertising. For these small budget firms, sales promotion is a more cost-effective promotion method to produce sales results. Trade Has Become More Powerful: At present time Retailers and wholesalers have became more powerful and demand extra facility from company to promote their product. Company has no other alternative. Besides these there are also various kind reason such as Excess Stocks, Impulse Buying Is Increasing, Sales Promotions Maximize Profits etc. Promotion Strategies: Promotional strategy is mostly run to change consumers behavior, to increase brand image, to increase profit, to increase sale of various good. There are mostly two kind of sale promotion, one is directed toward consumer and other one is directed toward trade such as dealer, supplier, retailer etc. Consumer sale promotion tool: There are a lot of promotional tool used to increase sale. Consumer sale promotion is directed toward consumer. It stimulate consumer to purchase their product rapidly. There are a lot of tool that are as follow: Price deal: Price deal is temporary reduction in price of product. There are two type of deal: cents-off deals and price-pack deals. Price deal is given at various times to stimulate purchase of jeans. Coupon: A coupon is typically a printed certificate giving the bearer a stated price reduction or special value on a specific product, generally for a specific period. Various company issue various kind of coupon that contain various discount price , customer get the advantage of this discount and purchase jeans at low price. Offer: There are various kind of gift is offer by various jeans industry. For example the branding magazine said that the Gap will be conducting a marketing campaign centered on the idea that your favorite songs and your favorite jeans, Gap jeans, make the perfect fit. Customers who try on a pair of the retailers new jeans will receive a free iTMS download. The campaign will be marketed with print and TV ads, and will feature TV commercials with musicians singing covers of their favorite song while wearing Gap jeans. The company will be offering those collected covers in a CD at retail Gap locations for customers who make a US$60 or more Gap purchase. Premium: Sometime various companies like Levy, Denim etc. offer some gift or at bargain price to encourage customer buying. Sampling: Some company like American eagles to known customer feedback provide free simple of various jeans according to their preference. Advertising Specialities: Advertising specialities also call a promotional product. It mostly given to our loyal customers. It includes various card like birthday card, New Year card. It is mostly done to retain old customer. Trade sale promotion tool: Objectives of Trade Sales Promotion: Gain/maintain distribution Influence resellers to promote product Influence resellers to offer price discount Increase reseller inventory Defend against competitors Avoid reduction of normal prices There are various sale promotion tools that stimulate trade to promote company product. There are a lot of trade sale promotion tools some are as discussed below: Trade Allowances: Trade allowancesare short-term special allowances, discounts, or deals granted to resellers to stimulate reseller to rapid purchase of their product. Point-of-Purchase Display: Point-of-purchase displays are generally used at the retail level to call customer attention to a featured product. In this company employees observe every retail shop and those retail shop that display more company product will be winner of special gift or prize Trade Shows: A trade show is periodic, semi periodic public event at which supplier displays their jeans product and provides information about jeans quality and price to potential buyer. After implementing these different techniques of sale promotion we monitor result and evaluate these by comparing with objective set before implementation of plan. Public relation Public relation is nothing but creating a favorable relation for organization and product which is done through used of various communication channel and tool. So public relation is mostly done to improve the image of company and build good image in customers mind. So public relation may be define as â€Å"Public Relations is a set of management, supervisory, and technical functions that foster an organizations ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Objective: Like other aspect of marketing, public relation is also used to address several broad aspect of marketing like: Building Product Awareness–When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. Creating Interest:Public Relation create public interest to used the product at least for once time. Providing Information:Through the Public relation we can provide a lot of information about company activity and their product feature and service provided by company. This information is delivered to public through newspaper, article website, collateral material; PR helps in delivering information that helps to public in understanding the product feature. Stimulating Demand:A positive article in a newspaper, on TV, news show or mentioned on the Internet, often results in a discernable increase in product sales. Reinforcing the Brand:In many companies like levy, denim jeans company the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Direct Marketing Direct marketing is business of selling company product directly to customers through mail order, telephone, fax, e-mails, or web selling, rather than through retailers. Objective: There are mostly to objective for which direct marketing is carried out these are as follow: Convert not user to user. It is mostly done to obtain new client. The identification of new potential clients is very crucial when it comes to recruit new prospects and transformed them into your clients. The perpetual loyalty of customers. A loyal consumer cost less than new customers. Strategy: Various jeans industry like denim, Levi Strauss Co involved in direct marketing to get more market share. These companies sent a mail-order catalog to approximately prospective customers. 100-page catalog, developed in-house, targets both men and women and also contains 10 pages devoted to home products. There are various tools for direct marketing these are as :Direct response television marketing. Besides these jeans producing company also used various methods to promote their product. One method that Levis has recently taken is Path Breaking Strategy. Path breaking strategy by Levis: This strategy is mostly for those jeans whose cost above Rs.1400. We know a lot of thing about EMIs for house, car and other kind of white goods. But these EMIs is first time adopted by Levis for jeans.This idea has been conceptualized by Levis. Downturn market, cost cutting everywhere and empty pockets is the present situation; and here to curb all these hindrances, Levis is now, for the first time ever offering EMI facilities on its apparel wear in India. Simply shop for more than Rs. 1500 and you can avail this offer. This amount will be set off through your credit card in three equal installments. They have also tied up with ICICI Bank for the credit card settlement. There are certain objectives behind this strategy that are as follow: To increase the sales of premium jeans wear category that is worth more than Rs. 4000 per denim. To ensure sales throughout the year irrespective of seasonality:How will this objective be achie Integrated Marketing Communication Program for Jeans Integrated Marketing Communication Program for Jeans Executive summary: Various jeans industry such as Denim, Levis, and Disney etc. design various integrated marketing program. Although common objective of all IMC program is increase brand awareness, sale and design a unique image in customers mind. In order to address and attract customer all jeans industry launch various campaign. To communicate with public and customers they advertise their campaign on TV, magazine, online and radio. Through their advertisement they want to design their brand image in customer mind. Besides advertisement, they also carried out promotion activity, public relation, direct marketing etc. Direct marketing is although time consuming but most effective tool for communication. Various jeans industry also organizes various events in order to communicate properly with customers, for example Aadharshila Brand solution was planning to launch an event called â€Å"JEAN JANOON† for their client â€Å"The HUB† a multi brand outlet for apparel. Main purpose of this event is to increase the sale of jeans. Before designing IMC program this company carried out market research in order to judge customers behaviors toward jeans. For research they design the strategy for â€Å"JEAN JANOON† event. During the event they decided to get feedback from customer who visits â€Å"The HUB† multiband retail outlet so that appropriate primary data can be collected for designing IMC strategy for â€Å"The HUB†. Before designing integrated marketing communication program it is necessary to judge consumers behavior toward jeans , it is necessary to known customers liking and disliking, these data provide various support during designing of IMC program. Although there are various media available for communicating but Printads in magazine and news paper is seen most effective medium followed by television. After Research survey done by various jeans company, it has been found that male respondents were less brand conscious than female. There is no particular fashion trend among males, but females are more conscious towards seasonal fashion trends. â€Å"Fitting† and â€Å"style† are the major attributes considered by customer while buying jeans. Marketing plan plan Situation Analysis: Every organization faces a lot of problem at present time so it became necessary for every organization that before setting any objective carried out situation analysis in order to recognize strength, weakness, opportunities and threat present in our organization. According to Sally and John, marketing plans are â€Å"the written document or blueprint for implementing and controlling an organizations marketing activities related to a particular marketing strategy† . A successful marketing plan is able to improve organizations profits and growth, uses in objective setting and monitors results. So to gain a successful market plan it is necessary to to understand the current situation comprehensively and trends affecting the future of the organization.There are two major reasons to explain why situation analysis plays a vital role in developing marketing plan. Firstly, dynamic marketing environment will lead to uncertainty, threats and opportunities for marketers. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. Then, systematically analyzing situational environments in order to identify our customers and understand their needs. There are certain opportunities in jeans industry, such as increase women wear collection, increase market and market share through integrated PR, and advertisement and promotional campaign. Besides opportunities there is a lot of threat that create barrier for entry in to jeans industry. These threats are as follow: Increasing competition in ethical fashion Ethical brand is not taken seriously by public High price and loyalty decrease loyalty toward brand Main objective behind situation analysis is to known analyze customer, competitor and there strategy. Marketing objective: After situation analysis we became able to known our organization strength, weakness, opportunities and threat present in environment. It provides a lot of support in setting of objective. There may be a lot of marketing objective, some are as follow: Increase market share To create new successful denim and clothing rang and expand it to convert not user in to user. Increase sale by 50% in 6 month from the launch of public campaign Create awareness among target audience. Use excessive advertising especially using media preferred by the target market. Create product belonging and position among buyers mind Marketing strategies: Toachieve these objective we implement various strategy. Target market: Urban personality: Affluent young professional Prosperous young professional Students and cosmopolitan Marketing Mix Strategies : Main aim of various jeans industry to produce high quality jeans in various qualities such as five packet jeans in various size. This is mostly done to capture youth attention. They produce jeans in various colour to capture more market share. Must of jeans brand such as levis, denim, dem lea diesel jeans jump in to Indian market by producing high quality of jeans Pricing range from 4.7 $ to 9.5$. Jeans do not need too much promotion. It is done mostly by fair, E – commerce and agent The distribution channels for jeans industry are as follows. MANUFACTURER (COMPANY) WHOLESELLER JEANS SEND TO RETAILER CUSTOMER Internal Process It is as follows. Sample Cutting Stitching Washing Pressing and labeling Finishing Dispatched to store Packing and containers Explanation The sample is first send by the buyer. Its called a gold seal sample. In cutting dept, one piece is placed on the other and in this way a bundle of 50 Jeans is made. Then the cutter cuts it. In the stitching dept, front end or the upper part is made. Then backend is made and they are assembled together in the assembly end. Then the belt is made. Washing can be done by simple garment wash or through the stone wash and chemicals. It is done according to the buyers request. In Pressing and labeling dept, the Jeans are pressed and then labeled for identification. In finishing dept, the quality of jeans is checked and mistakes are rectified. Then the Jeans dispatched to the store. Then packing is done. It is done according to the buyers request. Then they are sent to the containers. Samples of Product; Implementation tactics : Launch a blind ad campaign on billboards and magazines in all A class areas of major cities and magazine. Heavy advertising on TV, newspapers and magazines Set displays of jeans in showrooms and major dealer outlets in all cities. Reduce number of billboards, television and magazines advertisements. Continue Advertising Evaluation, Monitoring and Control: Goal of marketing plan is to achieve market objective that are established before implementation of marketing plan. We evaluate and control our strategic tactic by comparing our result with standard established before setting of plan, by measuring customer satisfaction and brand loyalty. If result is less than our standard than there any is default in implementation and monitoring. The people who are responsible for the monitoring and control of the marketing plan involves, the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Production Managers. Some activities must be carried out for precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, consumers and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions. The Integrated Marketing Communication Plan Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion) So Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Promotional activities include Advertising, sales promotion, and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Situational analysis: First of all we carried out we carried out situation analysis in order to unedrtood problem. In this we identify our compititors and their strategy for example Levi carried out compititor analysis and find out various strategy adopted by Tommy Hilfiger, JNCO, VF Corporation, Gap, Calvin Klein, Diesel and Paris Blues. After situation analysis Levy Strauss Company find out thattheCalifornia gold rush outfitter whose trademark blue jeans have been an American clothing staple for generations, had fallen on hard times by 2004 and needed a change in strategic direction.After seven consecutive years of falling sales, profits turned to losses in 2003. Management responded to the decline by moving its manufacturing plants offshore and by introducing a new line of discount jeans at Wal-Mart.It also considered selling off its Dockers casual pants unit in order to focus on its jeans business. Under situation analysis we also analyze financial position of company. IMC objective: There are various IMC objective set by jeans company after situation analysis in order to accomplish their goal. Some of objective are as follow: To Increase sale by 50% in six month To Increase brand awareness To Increase customer loyality To Increase desire of customer To Increase repeat purchase To measure customer satisfaction To create relationship with customer on personal level To control and observe public opinion To receive feedback from customer on regular basis Media objectivesstate the impact that you expect to have on an audience in terms of reach and frequency. Objectives must meet the following criteria: Measurability Quantifiability Realism time-specificity Budget determination: We need to establish what amount of money will be needed to achieve the IMC objectives.Although there is various methods present to determine what amount of money invest on IMC. These methods are as follow: Affordable Method Percentage of Sales Method Unit of Sales Method Zero Budgeting Method Inaffordable methodwe invest money on IMC as soon as we can afford. However inPercentage of Sales Methodamount of money invest on IMC tool depend on what amount of sale we expect to achieve during course of year. These percentages are mostly adhoc and sometime based on judgment. InUnit of Sales MethodCompany allocate a certain proportion of cost of product to promotion. Thus say if ex factory cost of the product is say Rs 100/ the company will allot Rs.10/- toward promotion cost. Hence if company expects sale 10,000 unit of the product, thus allocated IMC budget will be Rs.100.000/-. In Zero Budgeting Method, company determine what need to achieve in term of sale and then rework backward in term of what money will be needed to be allocate to deliver those customers. Thus if company believe that in order to achieve their sales, 10,000 customers need to purchase their jeans once during the planning period than it will work out what number of prospective customers will needed to be tar geted through ATL and BTL activity, in order to achieve that result. IMC Methodologies There are various component of integrated marketing communication that is as follow: Advertisement Advertisement is any paid form of non-personal presentation and promotion of ideas or products by an identified sponsor. Objective of any ads is to increase brand awareness. Objectives: There are mostly three objective of advertisement compaign, that are as follow: Inform Persuade Remind Inform: Informative advertising, seeks to tell the market about the jeans, explain the new quality added in jeans, provide information on pricing, and build awareness of both the jeans quality and the company. Such objectives are normally pursued at the launch of a new quality jeans, or re-launch / up-date of an existing jean. Persuade: Here objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the jeans as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a range of jeans design competes directly with each other. In such circumstances businesses often seek to differentiate their jeans through Comparison Advertising – either directly or indirectly comparing its jeans to that of its competitors. Remind: Reminder Advertising, is used to maintain interest and awareness of a well established jeans brand in the market, often in the latter stages of its product life cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand. Advertisement budget: Having identified advertising objectives, the advertising budget must be set. Determining exactly how much a business should spend on advertising to achieve the desired level of sales. Commonly, the decision is based on past experience of expenditure on advertising, and the sales subsequently achieved. There are however a number of factors that can be considered in setting the advertising budget Factors influencing the setting of advertising Budgets: Product life cycle stage:New products in the Launch stage of their Product Life Cycle, will normally require greater expenditure on advertising to create product awareness, and encourage consumers to trial the product. Whilst products that have reached Maturity in their product life cycle, will often require smaller advertising budgets to achieve the level of sales required. Competition:The number of competitors in the market, and their expenditure on advertising competing products, will influence a business to spend to a similar or higher degree. Product Differentiation:A product very similar to other products on the market may require greater expenditure on advertising to differentiate it from its competitors. Advertising Strategy: Developing an Advertising Strategy to achieve the objectives of a campaign, requires that consideration be given to both the ‘Message which will be communicated and the ‘Media through which it will be sent Advertising Message An advertising campaign, no matter how much money is spent, no matter what media is used, will only be successful if the Message appeals to the target audience. Given the level of advertising which bombards the average consumer, a successful advertising message must stand out amongst the advertising clutter. Thus marketing professionals are required to be creative, imaginative and innovative in developing the advertising message, both in terms of what is said, and How it is said? What is said This is often referred to as the ‘Big Idea, and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences, it is difficult to categories the content of advertising messages which a business may send, below we include a couple of examples of actual message strategy. During delivery of advertisement massage in customer mind take the personality symbol, lifestyle and musical as consideration. In addition the tone of the advertisement will need to be established, which can be either positive or negative. The advert may therefore promote positive feelings of fun, contentment, and happiness or take on a more negative, somber, or even threatening tone. Selecting Advertising Media: In addition to deciding upon the content, style and tone of the advertising message, the media through which the message will be communicated to the target audience must also be selected. Mostly for jeans advertisement we select media such as magazine, newspaper and outdoor. TV rarely used for advertisement of jeans. In order to select the most appropriate media, consideration must should be given to various advantage and disadvantage of various media. Strengths and weakness of various media are as given below: Television : Strengths Dynamic attention getting media, combining visual, sound and animated stimulus. Strong potential Impact High market coverage Good at demonstrating products Weaknesses: Highly expensive Poor at communicating lengthy technical information Newspapers: Strengths: Targeting is possible through profiling readership Good level of market coverage Weaknesses: Static media, not suitable for product demonstration Potential for poor reproduction, sometimes limited to black and white print Short-life span, i.e. todays newspapers become tomorrows rubbish Magazines: Strengths: High quality reproduction, of color images Targeting is possible through specialist publications Good pass on readership Weaknesses: Static media, not suitable for product demonstration Lengthy lead-time between advert being placed and magazine being published Outdoor: Strengths: High repeat exposure to advert Relatively low cost Low levels of competition, in terms of advertising clutter Weaknesses: Limited audience selectivity / targeting possible Static media, not suitable for product demonstrations Difficult to monitor effectiveness â€Å"Make them your own† is the name of the campaign launched by Levis to boost the sale of Denim jeans. This is one of the most aggressive marketing and advertising strategy followed by Levis to move up the sales. The theme of this marketing campaign is narcissistic youth. It will feature youth who will check themselves out in Denim blue jeans. The advertising will target the age group of 18 – 24 years. Mostly levy also select TV, Magazine, and Newspaper as a media for delivering there massage about their product in customer mind. PRINT Ads: This ad focus on that even in bad time our company ABC produce good quality of product in comparison to our competitor. ABC Company compares their product with competitors in quality and design. Through this ads company want to show that our product is superior in quality and design. Sale promotion: Sale promotion is collection of various consumers and trade promotional tool such as rebate, discount, gift, contest, coupons, price deal, contest game, sampling etc. to increase sale of products. There are certain objectives of sale promotion. However main objective is to increase immediate sale because Sales Managers are under great pressure to produce results quickly. Objective: There are certain objectives of sale promotion that are as follow: To increase immediate customer sale To increase support among the marketers sales force. To gain the support of the trade in marketing the product Reasons for Growth of Sales Promotion: There are number of reason for growth of company in sale promotion some are as follow: Increasing Competition Due to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of sales promotion. In order to have a competitive advantage over its competitors like Levis, Pepe, Killer and others, Spykar Jeans, once a year has a grand sale of up to 50%. Customers Have Become More Price Sensitive: The increase price sensitivity is direct result of rampant inflation. Economic support this trend further, as a result customers and dealer became more sensitive toward price. If the customers get branded jeans at half the actual price, then they are definitely going to make huge purchases of Spykar Jeans because they want value for their money, as they are price sensitive. Sales Promotions Generally Create an Immediate Positive Impact on Sales: Advertising, personal selling and other methods of promotion produce slower impact on sales in compared to sales promotion. Sales promotions are mostly for short duration, for a specified period, leading to a sense of urgency in consumers to buy now. This creates an immediate positive impact on sales. Products have become more standardized: In many product categories there is proliferation of brand or line extension and me too many brands. Most of brand perceived by consumer varies little in price. Due to this it became very difficult for advertiser to reposition their product in customers mind. Due to which they focus on more and more on sale promotion to get immediate result. Advertising Has Become More Expensive and Less Effective: All the advertising media have become quite expensive. Audio-visual medium, which is considered as the most effective for short-duration ads, may cost in excess of Rs. 1 lakh for a 10 second exposure during prime time. In many cases, consumers have reached a point of boredom due to excessive advertising on TV. Firms with small budgets cannot compete with big companies, which spend huge sums of money on advertising. For these small budget firms, sales promotion is a more cost-effective promotion method to produce sales results. Trade Has Become More Powerful: At present time Retailers and wholesalers have became more powerful and demand extra facility from company to promote their product. Company has no other alternative. Besides these there are also various kind reason such as Excess Stocks, Impulse Buying Is Increasing, Sales Promotions Maximize Profits etc. Promotion Strategies: Promotional strategy is mostly run to change consumers behavior, to increase brand image, to increase profit, to increase sale of various good. There are mostly two kind of sale promotion, one is directed toward consumer and other one is directed toward trade such as dealer, supplier, retailer etc. Consumer sale promotion tool: There are a lot of promotional tool used to increase sale. Consumer sale promotion is directed toward consumer. It stimulate consumer to purchase their product rapidly. There are a lot of tool that are as follow: Price deal: Price deal is temporary reduction in price of product. There are two type of deal: cents-off deals and price-pack deals. Price deal is given at various times to stimulate purchase of jeans. Coupon: A coupon is typically a printed certificate giving the bearer a stated price reduction or special value on a specific product, generally for a specific period. Various company issue various kind of coupon that contain various discount price , customer get the advantage of this discount and purchase jeans at low price. Offer: There are various kind of gift is offer by various jeans industry. For example the branding magazine said that the Gap will be conducting a marketing campaign centered on the idea that your favorite songs and your favorite jeans, Gap jeans, make the perfect fit. Customers who try on a pair of the retailers new jeans will receive a free iTMS download. The campaign will be marketed with print and TV ads, and will feature TV commercials with musicians singing covers of their favorite song while wearing Gap jeans. The company will be offering those collected covers in a CD at retail Gap locations for customers who make a US$60 or more Gap purchase. Premium: Sometime various companies like Levy, Denim etc. offer some gift or at bargain price to encourage customer buying. Sampling: Some company like American eagles to known customer feedback provide free simple of various jeans according to their preference. Advertising Specialities: Advertising specialities also call a promotional product. It mostly given to our loyal customers. It includes various card like birthday card, New Year card. It is mostly done to retain old customer. Trade sale promotion tool: Objectives of Trade Sales Promotion: Gain/maintain distribution Influence resellers to promote product Influence resellers to offer price discount Increase reseller inventory Defend against competitors Avoid reduction of normal prices There are various sale promotion tools that stimulate trade to promote company product. There are a lot of trade sale promotion tools some are as discussed below: Trade Allowances: Trade allowancesare short-term special allowances, discounts, or deals granted to resellers to stimulate reseller to rapid purchase of their product. Point-of-Purchase Display: Point-of-purchase displays are generally used at the retail level to call customer attention to a featured product. In this company employees observe every retail shop and those retail shop that display more company product will be winner of special gift or prize Trade Shows: A trade show is periodic, semi periodic public event at which supplier displays their jeans product and provides information about jeans quality and price to potential buyer. After implementing these different techniques of sale promotion we monitor result and evaluate these by comparing with objective set before implementation of plan. Public relation Public relation is nothing but creating a favorable relation for organization and product which is done through used of various communication channel and tool. So public relation is mostly done to improve the image of company and build good image in customers mind. So public relation may be define as â€Å"Public Relations is a set of management, supervisory, and technical functions that foster an organizations ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Objective: Like other aspect of marketing, public relation is also used to address several broad aspect of marketing like: Building Product Awareness–When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. Creating Interest:Public Relation create public interest to used the product at least for once time. Providing Information:Through the Public relation we can provide a lot of information about company activity and their product feature and service provided by company. This information is delivered to public through newspaper, article website, collateral material; PR helps in delivering information that helps to public in understanding the product feature. Stimulating Demand:A positive article in a newspaper, on TV, news show or mentioned on the Internet, often results in a discernable increase in product sales. Reinforcing the Brand:In many companies like levy, denim jeans company the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Direct Marketing Direct marketing is business of selling company product directly to customers through mail order, telephone, fax, e-mails, or web selling, rather than through retailers. Objective: There are mostly to objective for which direct marketing is carried out these are as follow: Convert not user to user. It is mostly done to obtain new client. The identification of new potential clients is very crucial when it comes to recruit new prospects and transformed them into your clients. The perpetual loyalty of customers. A loyal consumer cost less than new customers. Strategy: Various jeans industry like denim, Levi Strauss Co involved in direct marketing to get more market share. These companies sent a mail-order catalog to approximately prospective customers. 100-page catalog, developed in-house, targets both men and women and also contains 10 pages devoted to home products. There are various tools for direct marketing these are as :Direct response television marketing. Besides these jeans producing company also used various methods to promote their product. One method that Levis has recently taken is Path Breaking Strategy. Path breaking strategy by Levis: This strategy is mostly for those jeans whose cost above Rs.1400. We know a lot of thing about EMIs for house, car and other kind of white goods. But these EMIs is first time adopted by Levis for jeans.This idea has been conceptualized by Levis. Downturn market, cost cutting everywhere and empty pockets is the present situation; and here to curb all these hindrances, Levis is now, for the first time ever offering EMI facilities on its apparel wear in India. Simply shop for more than Rs. 1500 and you can avail this offer. This amount will be set off through your credit card in three equal installments. They have also tied up with ICICI Bank for the credit card settlement. There are certain objectives behind this strategy that are as follow: To increase the sales of premium jeans wear category that is worth more than Rs. 4000 per denim. To ensure sales throughout the year irrespective of seasonality:How will this objective be achie

Management Essay -- Business Management

Management It is almost always a team of people doing a task is better off than a person doing it. And if the leader is a narrow-minded, tyrant that has the stubbornness of a 5-year old child and the temper of a grumpy old person constantly on the verge of explosion, it is sure that the autonomy of the company will by out of sync. It was 2 years ago that a CEO had almost single-handedly almost brought a company to its knees, sending shock throughout all corners of Wall Street. He went by the name of â€Å"Chainsaw Al.† The near crumble of Sunbeam Corporation, a company that specializes in making household and outdoor goods, laid basically in the personality of Al Dunlap and his style of management, where he was autocratic and the structure was too top-down. When organizational structure is so top-down that information and advice only flow downwards and employees’ suggestions are ignored, problems are bound to occur sooner or later. After his one-man show, conducing chaos an d disorder, the board of Sunbeam could no longer stand the horrid situations and fired him. â€Å"You guys are responsible for the demise of Sunbeam! I’m here to tell you that things have changed. The old Sunbeam is over today. It’s OVER!!,† Dunlap screamed at his executives (Byrne 132). â€Å"It was like a dog barking at you for hours. He just yelled, ranted, and raved. He was condescending, belligerent, and disrespectful,† recalls Richard L. Boynton, president of the house-hold products division, during their first of many horrifying executive meetings (Byrne 132). Dunlap had made a name for himself on Wall Street by previous reigns as the best CEO there is, by way of a harsh, tyrannical attitude displayed by mass layoffs to cut excess baggage and a military-like atmosphere. A good leader is someone that shows and leads his troops into the direction that is right for the corporation. Dunlap clearly had a clear idea of what direction he wanted Sunbeam to go in, it was his way of leading them towards his vision that was wrong. One of A l Dunlap’s major faults was his use of power, which lead to doubts in his non-programmable decisions and a group of unhappy campers in his office. Power is the potential to influence people and their behaviors to accomplish something. Al Dunlap had many forms of power that enabled him to lead Sunbeam. First of all, he had legitimate power, pow... ...ith happy employees who respect their leader. The factors of a bad leader, no team work, a bad personality, and the wrong purpose for improvement lead to a bad situation that had no ending of continuous problems since not many people had the power to control him, besides the board of directors which he had hand-picked himself. Dunlap’s firing turned way overdue mainly because many people had relationships with Dunlap that went way back in times. And even when he did get fired, many did not want to be the one announcing his departure. Dunlap’s firing was bound to happen sooner or later since nothing he had done profited the company. Feeling betrayed by Sunbeam and his board, one of his last quotes at a leadership lecture in Australia was â€Å"If you want a friend, buy a dog. I’ve got two† (Byrne 149). Even after all the chaos he caused, he is still so stubborn and caught up in his ego to realize what he had done wrong at Sunbeam. Admitting to one’s mistake is one of the first st eps towards improvement and success. It is no wonder why he’s still unemployed today. Bibliography: Byrne, John A.. 1999 October 18. â€Å"Chainsaw.† BusinessWeek, 128-149.

Elizabeth Bishop Essay

Elizabeth Bishop is a very highly skilled poet. She deals with several different but equally interesting subject matters. I am personally drawn to many elements of her work, for example her themes and style of writing. Bishop deals with many different themes, including family, death, beauty and survival. She also uses a very unique and intriguing style of writing. Bishop has a remarkable eye for detail, her poems reach a conclusion and she puts a huge amount of her own life into her work. Firstly I will look at the themes of her poetry. Family, childhood and home are recurring themes throughout her poetry. Bishop had quite an unfortunate childhood and lost both her parents at quite a young age. This is reflected in the unnerving images she often employs in accounts of her childhood. This theme is central to many of her poems. â€Å"Sestina†, for example, is dominated by mages of rain, failing light and tears. Also in â€Å"First Death in Nova Scotia† she captures the confusion of a child faced with the inexplicable fact of her cousin’s death. The use of the third person voice in â€Å"sestina† blends the poet’s adult perspective with the child’s. It also allows Bishop to distance herself emotionally. Quite noticeably there is no mother in â€Å"sestina†, which is reinforced by the repetition of â€Å"grandmother.† This lack of parental figure in Bishop’s life is common in her poems, all but â€Å"First Death in Nova Scotia†. â€Å"Come,’ said my mother† Bishop lost her mother at five years of age. Although her mother didn’t die at this time it is notable that the only poem in which she is mentioned is predominantly about death. It seems Bishop never knew a true home and her search for a sense of belonging is apparent in â€Å"Filling Station.† At first she is disgusted by the â€Å"dirty† filling station. However as the poem progresses she discovers that it is a â€Å"family filling station.† She notices a warmer, more feminine touch in the home. â€Å"They lie upon a big dim doily draping a taboret.† Bishop tells us that â€Å"somebody† embroidered the doily. This somebody is the mother of the â€Å"greasy sons.† There are also many other domestic comparisons in her work, such as the reference to â€Å"ancient wallpaper† and â€Å"tarnished tinfoil† in â€Å"The Fish.† â€Å"The Fish† uses many different types of descriptions. Bishop’s use of both factual, objective imagery and aesthetic, subjective imagery is an element of her work which really appealed to me. In contrast to factual description such as â€Å"rags of green weed hung down† there is quite a bit of romanticising such as â€Å"five haired beard of wisdom.† There is also a contrasting link between the fish and roses. Once again Bishop takes something quite unpleasant and makes it beautiful. â€Å"Speckled with barnacles† is hardly a pleasant image, much like the skin of the fish hanging off. However Bishop’s carefully chosen language shows beauty. Bishop also finds beauty in the most miserable of scenes. This is clear in â€Å"The Prodigal.† The prodigal lives in a pig sty, he leads a truly disgusting life. However Bishop’s ability to find beauty in the most miserable of places shines through. â€Å"The sunrise gazed the barnyard mud with red.† Beauty is discovered through a series of observations in â€Å"Filling Station.† At first glance the filling station is a filthy and thoroughly unpleasant place to be. â€Å"Oil-soaked, oil-permeated to a disturbing overall black translucency.† However she continues to discover more and more about their home and the images become more pleasant. â€Å"Embroidered with daisy stitch with marguerites.† Another interesting theme throughout Bishop’s work is death. â€Å"First Death in Nova Scotia† deals with a child’s first experience of death. The child is younger than five and doesn’t understand death. This is showing where she speaks about the stuffed loon. â€Å"Since Uncle Arthur fired a bullet into him he hadn’t said a word.† The child doesn’t understand what has happened or what will happen to â€Å"little cousin Arthur.† She is unfamiliar with coffins and compares his to a â€Å"little frosted cake† because it is small and white. In the final lines of the poem the child becomes frustrated due to her confusion. â€Å"But how could Arthur go and the roads deep in snow?† Throughout â€Å"The Fish† the animal’s life is in the speaker’s hands. She holds him â€Å"half out of water,† while he breathes in the â€Å"terrible oxygen†, the fish is slowly dying in her hands and she must decide whether or not he is worth saving. Ultimately the speaker decides the fish is far too â€Å"venerable† to lose its life. â€Å"And I let the fish go.† The final theme I will look at is survival. This is shown best in â€Å"The Fish† and â€Å"The Prodigal.† â€Å"The Fish† shows that nature’s creatures are like humans in their ability to suffer and learn from that suffering. The â€Å"tremendous† creature has escaped death at the hands of previous fishermen 5 times. â€Å"A five haired heard of wisdom trailing from his aching jaw.† The word â€Å"wisdom† shows that he has become wise from his struggles. â€Å"The Prodigal† shows survival in a different sense. The alcoholic in this poem will endure anything to maintain his addiction. Surviving in vile conditions to maintain his drinking. â€Å"The Prodigal† also made me question my own attitudes towards addiction, helping me to understand and sympathise with it. Many poems have attention to the senses. This shows Bishop’s commitment to detail. This is very strong in â€Å"The Prodigal.† Sound, â€Å"their little feet and snored;† smell, â€Å"the brown enormous odour;† touch â€Å"he leaned to scratch her head;† and sight â€Å"plastered half way up with glass smooth dung.† This attention to all our senses is also strong in â€Å"The Prodigal†. Sound, â€Å"their little feet and snored†; smell â€Å"The brown enormous odour†; touch â€Å"he leaned to scratch her head†; and of course sight â€Å"the sty was plastered halfway up with glass-smooth dung† Our senses are also used in â€Å"Sestina†. Sound, â€Å"rain that beats; smell â€Å"she cuts some bread†; touch â€Å"she thinks the house feels chilly†; and finally sight â€Å"With crayons the child draws a rigid house†. Bishop’s concern with every day, ordinary objects also adds to her compelling dedication to detail. This is at the heart of â€Å"The Fish,† â€Å"Filling Station† and â€Å"First Death in Nova Scotia.† As such she allows us to see how wonderfully attractive the world can be if we stop and pay attention to the details. In â€Å"The Fish† for example, Bishop describes a â€Å"tremendous,† fish that she caught. She compares the fish’s skin to â€Å"ancient wallpaper† and speaks of the â€Å"rosettes of lime† that she sees. Even the aspects of the fish that she cannot see, his insides and entrails, she describes in intricate detail. Likewise this fascinating attention to detail is also apparent in â€Å"Filling Station.† Standing before an average filling station the poet becomes increasingly curious about the place. â€Å"Why the extraneous plant?† she wonders. In â€Å"First Death in Nova Scotia,† we discover Bishop’s commitment to detail was something she possessed even as a young child. â€Å"Edward, Prince of Wales†¦ with Queen Mary.† As she tells this poem from her childhood perspective the images are childlike and unusual, however they stay true to her particular technique. This ability of Bishop’s to see beyond the ordinary, to note and appreciate the wonder in the everyday objects around us is refreshing All of Bishops poetry reveals how time spent observing the world around us can lead to interesting conclusions and insights. Colour is also an appealing quality of her work. There is a lot of colour throughout â€Å"The Fish†, we never go more than a few lines without the next addition of colour. These colours get much more vibrant as the poem progresses, going from his â€Å"brown skin† to â€Å"rusted orange.† The steady progression of colour ultimately leads to the exclamation â€Å"rainbow, rainbow, rainbow!† In â€Å"The Prodigal† she mentioned â€Å"the brown enormous odour.† Attaching a colour to the odour strengthens the unbearable stench and I think it creates one of Bishop’s strongest descriptions. Unlike â€Å"The Fish†, â€Å"First Death in Nova Scotia,† references the same colours repeatedly. Red and white are repeated and references continuously. The â€Å"frozen lake† which the loon sits on is mentioned twice along with â€Å"frosted cake,† â€Å"white like a doll,† and â€Å"left him white forever.† This colour may represent peace or innocence. The child also mentions the loon’s â€Å"red eyes† twice, as well as â€Å"a few strokes of red† and â€Å"warm in red.† This may represent pain or suffering. There is also reference to colour in â€Å"Filling Station.† The difference here is that Bishop focuses on the lack of definite colour. Greys and blacks make up the scene, â€Å"Black translucency.† The repetition of â€Å"dirty† reinforces this. The lack of colour makes the comics stand out, â€Å"the only note of certain colour.† A common theme throughout all of Bishop’s work is her ability to reach a conclusion in order to end the poem. Her conclusions include â€Å"And I let the fish go†; â€Å"But it took him a long time finally to make his mind up to go home†; â€Å"The child draws another inscrutable house† and â€Å"Somebody loves us all†. Quite notable there isn’t a pleasant ending to â€Å"First Death in Nova Scotia† which reinforces the lack of understanding in the child and her inability to give her cousin a happy ending. What I personally admire most about Bishop’s work is how much of herself she puts into her poetry. On a deeper level, â€Å"Filling Station† may be about Bishop herself. She missed and longed for a mother figure in her own life. Sadly she and her mother were separated when she was only 5 years old. â€Å"Sestina† deals with the period of time just after the separation. The mother is absent from the scene and she draws a man who we presume is her late father. â€Å"Then the child puts in a man†. â€Å"The Prodigal† represents her problems with alcoholism and was inspired by drinking in a barn. She, like the prodigal, suffered with addiction. â€Å"First death in Nova Scotia† is the only poem where Bishop mentions her mother, showing us she has some memory of her. It is significant that the only poem where she mentions her is one where death and the understanding of death is the central theme. â€Å"The Fish† shows the ability to struggle on and survive, despite all odds. The Fish was like Bishop because it had grown tired of fighting for its life. Bishop’s poetry displays her need throughout her life to find stability and order. Bishop never outgrew the loss of her mother and the terrible feeling of not belonging. Elizabeth Bishop’s work is fantastic and compelling, allowing the reader to see into her own life through varied themes and subject matters. Her style of writing is appealing and unusual and this makes her an incredibly skilled poet. Bishop is honest in her portrayal of her upbringing which is undoubtable very appealing.

Free Essays on Beowulf Questions

Companion Questions for BEOWULF- Chapters II- XVI 1. What does the poet tell us about Grendel’s origins? The poet tells us that Grendal is a descendant of Cain who slew his brother Abel (children of Adam and Eve) for this reason the Lord drove Cain far way from mankind. From Cain came all that is evil, including Grendel. 2. Why does Heorot remain empty for 12 years? One night the Grendel went to Heorot and slaughtered 30 men. He did this repeatedly and the men were powerless against the beast. This torment continues for 12 years leaving the Heorot empty. 3. Explain why Grendal does not touch King Hrothgar’s throne. What does Hrothgar resort to in an effort to save his guest-hall? Grendel does not touch King Hrothgar’s throne for fear of the Lord and what he might so to him. Hrothgar resorts to setting a guard at the front of the hall as a â€Å"hall-guardian.† 4. What is Beowulf’s motive for traveling to Hrothgar’s Country? What does he and his men so upon their arrival? Beowulf has heard about Grendal and wants to help Hrothgar defeat it. Upon their arrival to the kingdom, Beowulf introduces himself, states his reason for being there, and asks to meet with the King. Once he was with Hrothgar he offered his help. Hrothgar accepted his help, and prepared a feast for him and his warriors. 5. How is Beowulf taunted by the jealous Unferth? How does Beowulf reply to these taunts? Unferth begins to taunt Beowulf by claiming that he once lost a swimming match against Breca , and says that he will be defeated again by Grendel. Beowulf replies to these claims by calling Unferth a drunk, and tells the men the truth about the swimming battle. 6. Describe what happens to Grendel when he raids Herot and finds Beowulf there. When Grendal walks into Heorot he begins by devouring a warrior. He strikes to grab Beowulf and is surprised by his strength. Terrifies and in shock he thinks to go back to his swamp, but Beo... Free Essays on Beowulf Questions Free Essays on Beowulf Questions Companion Questions for BEOWULF- Chapters II- XVI 1. What does the poet tell us about Grendel’s origins? The poet tells us that Grendal is a descendant of Cain who slew his brother Abel (children of Adam and Eve) for this reason the Lord drove Cain far way from mankind. From Cain came all that is evil, including Grendel. 2. Why does Heorot remain empty for 12 years? One night the Grendel went to Heorot and slaughtered 30 men. He did this repeatedly and the men were powerless against the beast. This torment continues for 12 years leaving the Heorot empty. 3. Explain why Grendal does not touch King Hrothgar’s throne. What does Hrothgar resort to in an effort to save his guest-hall? Grendel does not touch King Hrothgar’s throne for fear of the Lord and what he might so to him. Hrothgar resorts to setting a guard at the front of the hall as a â€Å"hall-guardian.† 4. What is Beowulf’s motive for traveling to Hrothgar’s Country? What does he and his men so upon their arrival? Beowulf has heard about Grendal and wants to help Hrothgar defeat it. Upon their arrival to the kingdom, Beowulf introduces himself, states his reason for being there, and asks to meet with the King. Once he was with Hrothgar he offered his help. Hrothgar accepted his help, and prepared a feast for him and his warriors. 5. How is Beowulf taunted by the jealous Unferth? How does Beowulf reply to these taunts? Unferth begins to taunt Beowulf by claiming that he once lost a swimming match against Breca , and says that he will be defeated again by Grendel. Beowulf replies to these claims by calling Unferth a drunk, and tells the men the truth about the swimming battle. 6. Describe what happens to Grendel when he raids Herot and finds Beowulf there. When Grendal walks into Heorot he begins by devouring a warrior. He strikes to grab Beowulf and is surprised by his strength. Terrifies and in shock he thinks to go back to his swamp, but Beo...

Natural Capitalism Essays

Natural Capitalism Essays Natural Capitalism Essay Natural Capitalism Essay Natural Capitalism by Amory Lovins (www. natcap. org) Capital It’s the accumulated wealth in the form of investments, factories, and equipment. An economy requires four types of capitalism to function: 1. Human capital – labour intelligence, culture and organization 2. Financial capital – cash investments, and monetary instruments 3. Manufactured capital – infrastructure, machines, tools and factories 4. Natural capital – resources, living systems ecosystem services The first 3 forms of capital are used to transform natural capital into the stuff of our daily lives: cars, highways, cities, bridges, houses, food, medicine, hospitals and schools. Capitalism is a financially profitable, non-sustainable aberration in human development and does not conform to its own accounting principles. It liquidates capital and calls it income and it neglects to assign any value to the largest stocks of capital it employs – the natural resources and living systems, as well as the social and cultural systems that are the basis of human capital. This deficiency in business operation can’t be corrected by simply assigning monetary values to natural capital for 3 reasons: 1. Many of the services we receive from living systems have no known substitutes at any price. Ex; oxygen production by green plants. 2. Valuating natural capital is a difficult and imprecise exercise. -Biological services flowing directly into society from the stock of natural capital are estimated at $36 trillion vs the annual gross world product estimated at $39 trillion. 3. Machines are unable to provide a substitute for human intelligence, knowledge, wisdom, organizational abilities and culture. The sum value of human capital is 3x greater than all the financial manufactured capital reflected on global balance sheets. Conventional Capitalism: In order to bring about any comprehensive economic and ecological change we must understand the basis of present economic thinking. The Industrial Revolution brought about this primary economic ideology summ arized below: * Economic progress can best occur in free-market systems of production and distribution where reinvested profits make labour and capital increasingly productive. Competitive advantage is gained when bigger, more efficient plants manufacture more products for sale to expanding markets. * Growth in total output (GDP) maximizes human well-being. * Any resource shortages that do occur will elicit the development of substitutes. * Concerns for a healthy environment are important but must be balanced against the requirements of economic growth, if a high standard of living is to be maintained. * Free enterprise and market forces will allocate people and resources to their highest and best uses. Natural Capitalism: Four central strategies of Natural Capitalism are: 1. Radical Resource Productivity: It’s the cornerstone of natural capitalism because using resources more effectively has three significant benefits: * Slows resource depletion at one end of the value chain. * Lowers pollution at the other end * Provides a basis to increase world-wide employment with meaningful jobs. The result is lower costs for business and society. Radical resource productivity strategies can nearly halt the degradation of the biosphere, make it more profitable to employ people and thus safeguard against the loss of vital living system and social cohesion. 2. Biomimicry: It’s reducing the wasteful throughput of materials (eliminating the very idea of waste) by redesigning industrial systems on biological lines that change the nature of industrial processes and materials. Materials are constantly reused in a continuous closed cycle thereby eliminating any waste product or toxicity. . Service and Flow Economy: It’s an economy that is based on a FLOW of economic SERVICES that can better protect the ecosystem services upon which it depends. It’s a fundamental change in the relationship between producer and consumer, a shift from and economy of goods and purchases to one of service and flow. This concept entails a new perception of value, a shift from the acquisition of goods as a measure of affluence to an econ omy where the continuous receipt of quality, utility, and performance promotes well-being. This concept offers incentive to put into practice the first two innovation of natural capitalism: 1. Restructuring the economy to focus on relationships that better meet customers’ changing value needs 2. Offer rewards automatically for both resource productivity and closed-loop cycles of material usage. 4. Investing in Natural Capital: It’s the re-investment in sustaining, restoring, and expanding stocks of natural capital, so that the biosphere can produce more abundant ecosystem services and natural resources.