Moby Dick Essay Example

Moby Dick Essay The men gather together back onto the beach. The main thing we notice here is that the pulsating beat stops. Although the heart beat attracts us to the advert, the use of this cleverly placed silence makes you watch with suspense and creates dramatic tension. When the beat stops, we instantly think something is about to happen. If you are watching the advert for the first time, you may still be wondering what product is being promoted, as the advert strangely doesnt mention its brand name until the end. For the first time in the whole advert, we see the Guinness. This happens at exactly 53 seconds into the advert. The advertisers could be making us wait to increase anticipation, as this is the theme of the advert. We then see the product thumping like a heart beat. This could metaphorically mean that the Guinness product is the heart of todays society and as important to man as life itself. The words good things come to those who When looking at this phrase, the first thing that comes to mind is the word wait, and this promotes the lengthy process that leads to a pint of Guinness and emphasis the benefits of waiting. We will write a custom essay sample on Moby Dick specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Moby Dick specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Moby Dick specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Throughout the advert there is a catchy thumping beat. This keeps you gripped as the tension grows. As well as the beat, we hear a voice in the background saying:  He waits; thats what he does.  And I tell you what: tick followed tock followed tick followed tock followed tick  Ahab says, I dont care who you are, heres to your dream.  Heres to you, Ahab.  And the fat drummer hit the beat with all his heart.  Heres to waiting  The background voice over is a clearly from the book Moby Dick  Moby Dick is about the struggle of a man to catch a whale. We can relate it to the advert, as there is a struggle with a colossal wave. The words also add a slightly sinister atmosphere and along with the steady pulsating beat, it gives a very hypnotic refrain. The Guinness advert is inspirational. It portrays Guinness as being a powerful, masculine and desirable product. The combination of the background beat and music creates a mesmerizing and tense scene. Relief from the tension comes with the knowledge that the surfers are safe and just as the viewer feels able to relax, the screen is filled with the picture of a pint of Guinness. Despite this being the only glimpse that we have of the product it is this picture that the audience will remember.

Match and Water in a Glass Science Magic Trick

Match and Water in a Glass Science Magic Trick This is a simple and interesting science magic trick involving fire and water. All you need is water, a glass, a plate, and a couple of matches. Pour water into a plate, light a match in the center of the dish and cover it with a glass. The water will be drawn into the glass. Match and Water Trick Materials PlateWater2 wooden matchesA quarter or other large coinColored waterNarrow glass How to Perform the Trick Pour water into the plate. I colored the water with food coloring to make it easier to see.Bend one of the matches so that you can set it in the water. Secure the match so that it is upright by setting a quarter or other small heavy object on the end of the matchstick.Use the second match to light the match that you placed on the plate.Immediately invert a glass over the burning match.The water will flow into the glass and will remain in the glass even after the match has been extinguished. How It Works The heat of the flame imparts energy to the gas trapped under the glass, raising its pressure and pushing against the water. When the flame is extinguished the air cools. Less pressure is exerted against the water, allowing it to flow into the glass.

Business decision making Essay Example | Topics and Well Written Essays - 2000 words

Business decision making - Essay Example If this isn’t used effectively, then the opposite response will be given and won’t provide the right impression while leaving a bad image that is within the economy. Planning and Delivery of London Olympics 2012 The process used for planning and delivery of the London Olympics for 2012 began with the concept of supply chain opportunities through the concept of Compete For. This allowed potential suppliers to work within the London Olympics 2012 while finding the most qualified for the atmosphere that was a part of the business. By offering contract opportunities, there was not only the ability to select those that fit with the atmosphere, but also to balance out the competition among businesses interested in being a part of the games. This allowed equal opportunity among suppliers and vendors and ensured that those who were working could balance the supply chain needed (Compete For, 2011). The concept of Compete For was furthered by the paper, electrical goods, furnitur e, nails, steel, radio systems, cleaning contracts and other vendor opportunities. The goods are divided by the vendors that are needed and the pending contracts that haven’t been fulfilled. There are also options for small to large restrictions and the ability for different nationalities to be a part of the supply and demand as a part of the London Olympics. ... The approach which has been taken with this is one that is not only providing the main committee with the ability to create a response, but also allows the businesses to advertise for more vendors. Those who are invited to working in the London Olympics 2012 also have the capacity of moving into the games. This is combined with the ability to advertise for other vendors by connecting to the area where vendors are needed. This allows other vendors to come in and provide more opportunities to those who are working into an online presence. The other vendors then have the ability to spread the word of working for the London Olympics 2012 while providing more that are looking into the same opportunities. This allows the committee to find a combination of vendors while offering various options that are a part of the business. The options that are available allow the marketing to work with the London Olympics while having advertising from other businesses that show they are selected as a pa rt of the committee. They can then add in PR, opportunities for their business and show that they are offering high end services. The second process is with a celebration that was given to introduce the London Olympics 2012. The UK wide celebration was an annual event that was held to show the choosing of being a part of the chosen city. Creating this as a kick off event was then able to create a different association with being a part of the Olympics. By doing this there is the ability to create a specific alternative to working within the Olympics while showing that the businesses could submit their plans and work within the committee. This provided a specific way to create an approach to advertising the business while getting response from PR, businesses and

Civil and criminal law Essay Example | Topics and Well Written Essays - 500 words

Civil and criminal law - Essay Example To gain a better insight, these questions can be looked at from two angles as proposed by Ronald Standler: Punishment and Burden of Proof (Standler, 1998). Punishment: In criminal law, a guilty defendant is punished in one of the two ways: either incarceration in a jail or prison or fine paid to the government; or, in exceptional cases: execution of the defendant: the death penalty. On the other hand, a defendant in civil litigation is never incarcerated nor executed. Most often, a losing defendant in civil litigation only reimburses the plaintiff for losses caused by the defendant's behavior. Burden of Proof: With certain exceptions, in most cases, in criminal litigation, the burden of proof is always on the state. The case starts with the defendant assumed to be innocent and as the case proceeds, the state must prove that the defendant is guilty. In contrast, in civil litigation, the burden of proof is initially on the plaintiff. It should be noted that, there may be several situations in which the burden shifts to the defendant. With the above discussion in mind, it can be noticed that, in a criminal law case the litigation is filed by the government called the prosecution against the defendant whereas in a civil law case a private party files a lawsuit

Unauthorized Sale Of Starbucks In Japan Essay Example | Topics and Well Written Essays - 1000 words

Unauthorized Sale Of Starbucks In Japan - Essay Example Previous record of the company indicates that, 'a customer would buy at any given time was 66 cases and majority of the buyers would only buy 1 to 11 cases to an order' (Black Market Sale). Black Market has been real issue for the brands of international standards and repute. IN the case of Star Bucks, the brand although is not considered to be brand of international repute, however the product of the company has been black marketed, it was reported to the company's scheduler through an email that the product of the company were being sold unofficially in Japan, the informer was official of brand protection for Beam Global, the function of the protection company was to keep an eye on the sales of different products in the international market, and in case of any malpractice, the practice was reported to the company authority. Star Bucks was although selling its brand to different countries, but it was surprisingly to observe that the products of company was being sold in Japan, a country where the company never distributed its product. It was reported to the company's official that, different products of the company including Starbuck Coffee and Cream Liqueur that were being produced in company's private industrial unit in Frankfurt, were being sold in Japan illegally. The company has previously no direct contact with any of the distributor in Japan, and the company was not authorized to sell or market their product in Japan, it was therefore complete interference in the company's production and distribution department, and it was doubted that the company's personal authority and black marketer must have purported the plan and execution of this illegal practice. The company official had the task to revamp the case and locate the responsible official or means involved in this malpractice. The case of the company was personally handled by the scheduler. COURSE OF ACTION After the intimidation of the corrupt practices with reference to the distribution on the product in the unauthorized region, the scheduler ceased the production facility of those particular brands on immediate notice. The scheduler took the Plant Manager and the Manager Operations into confidence prior to taking any such step, and all steps were taken after taking both the controlling authorities into confidence. The company officials stopped all production facilities, and instructed the employees not to involve or associate themselves into any production related activity for short period of time. The company officials decided to review the previous shipment lists for the particular interval, during which the email was sent. The employees were requested to involve themselves into gathering and maintaining the lists of all the shipments that have been made by the company to their local and international customers. The company officials wanted to apply this method so as to trace whether shipment to Japan has been made on record or not. EVALUATION OF THE COURSE OF ACTION

Benefits and Drawbacks of Vertical Integration

Benefits and Drawbacks of Vertical Integration Vertical integration is the corporate strategy which the firms take to gain the competitive advantages by of in multiple markets or industries simultaneously. Best strategy of the common ownership is the vertical integration where the supply chain is being united there by producing a monopoly termed as vertical monopoly. Vertical integration is the degree to which owner owns suppliers of upstream (towards raw materials) and the buyers of downstream (towards end customers). Vertical integration is having important implications in a business unit with respect to its financial position, differentiation and other issues of strategic importance. In the corporate strategy the most important consideration is the vertical scope of a firm. In an organization the first strategic change is vertical integration. Any company has its own centre of gravity. Any initial strategic move will never affect the centre of gravity because of any prior as well as subsequent changes as they are operated usually for the benefit of the centre of gravity. 2. Vertical Integration: Based on the stream of integration it can be Integrating Backward Integrating forward Integrating in balanced 2.1. Integrating Backward: Acquisition of control subsidiaries which is intended to create (produce) some inputs which could be used in the production of its products. Integrating towards upstream or suppliers or raw materials. Backward movement is done to guarantee in terms of supply as well as to secure bargaining leverage on vendors. 2.2. Integrating forward: Acquisition of distribution centres which can extend up to the retailers to reach the final or end customers directly. Integrating towards downstream or buyers or end customers. Forward movement can guarantee markets and volume for capital investments and it would become own customer thereby providing feedback regarding new products. 2.3. Balanced Integration: Acquisition is done both in upstream as well as downstream which is integrating in both forward as well as backward its towards raw materials and finished products. 3. Benefits due to Vertical Integration: Cost reduction in terms of transportation can be done. More co-ordination in terms of supply chain management is possible Expansion could be possible in terms of core competitors. Capturing the profit as well as maximising the profits both from upstream as well as from downstream. More opportunity provision by differentiation through control over inputs. Through vertical integration the barriers of entry can be increased for the potential competitors. We can increase the access towards downstream distribution channels or else it may not be accessible. In some specified areas we can go for high investment in which upstream and downstream players finding it difficult to invest. 4. Drawbacks regarding vertical integration: Building excess upstream capacity (more investment) so that down stream can have sufficient supply even under heavy demand. There will be lack of supplier competition which will lead to low efficiency resulting in potentially higher costs. Even though vertical-related coordination may increase. The flexibility may get reduced due to previous investments in both upstream as well as downstream. If there is need for significant in-house requirements then it will reduce the ability to produce the product variety. Sometimes existing competencies should be sacrificed to develop new core competencies. Definitely the bureaucratic costs will get increased. 5. Factors in favour of vertical integration: Vertical integration is favoured by some of the situational factors like Taxations as well as tough rules and regulations regarding market transactions. Unexpected obstacles happening while formulating and monitoring contracts. Vertical related activities many times have the strategic similarity. Large scale of productions generally results in benefits like good economies of scale. Hesitation from other firms for investing in some specific transactions. 6. Factors opposing vertical integration: Some factors make vertical integration less attractive like The minimum efficient scale of production of the particular raw materials is much more than what is needed by the production department in that case the company must bear the loss happened due to this excess production which will increase cost of production. Sometimes the activity needed is very different type of core competencies. Very different types of industries like manufacturing retailing must carry out vertically adjacent activities. The firm may be viewed as a competitor rather than as a partner as firm needs to co-operate for the addition of new activity places. Technology of static importance: There will be many internal gains like Transaction costs could be reduced. Supply and demand synchronization is possible along the chain of products. Since there is less uncertainty there will be less risk involved hence high investment is possible. Throughout the chain the market foreclosure is possible. This in turn gives the ability to monopolize the market. At the same time there is a possibility to face the internal losses In case of switching of the suppliers or buyers there higher organizational costs as well as monetary costs. There are some benefits to the society like 1. Since there is reduced uncertainty which in turn result in more investment which will enhance the growth At the same time there are losses to the society as well 1. There will be monopolisation of the markets. 2. There may be a throwaway society due to monopoly on intermediate components. Technology of dynamic importance: 1. In order to keep up with the competition the company would be forced to reinvest infrastructure. This indicates that some times vertical integration will eventually would hurt due to availability of new technologies. The cost production will get increased due to reinvestment in new technology. Vertical integration Vs Outsourcing: In a firm when something is found it is not a core competency then it is liable to get outsourced, through outsourcing we can do more strategic use of scarce resources in a firm as well as cost saving with better productivity is possible. Even though some of the gigantic oil companies like Standard oil as well as Exon is completely under vertical integration. In the current scenario until and unless if there is any compelling reasons for vertical integration the firms are going for non-integration or out-sourcing. By product seller: Among the strategic categories the poorest performer is the by-product sellers who are vertically integrated. Generally the by-product sellers are the primary manufacturers of the raw materials which are the upstream business in process in any business. The problem behind this is that there is no resource allocation across multiple products it got confined within a single business. Ultimately there is also no possibility for any change due to the fact that management skills partly technological as well as know-how whereas it do not transfer across the industries at the primary manufacturing centre of gravity. By product diversification Most of the vertically integrated company first sell by products as a move towards first diversification. But both the centre of gravity as well as the industry will remain unaltered. Full Integration: It generally exists between two stages of a production process both A and B. All the As production sold internally and all Bs requirement obtained internally. For example in case of integrated steel plants the steel plant gets all Pig iron it is not purchased outside. Tapered Integration: It generally exists when two stages of production both A and B are not self sufficient internally. For example a car company gets most of its spare parts externally even though the core component is been produced within the care company. b

Roy Jones Jr. :: essays research papers

Roy Jones Jr. was born on January 16, 1969 in Pensacola Florida. Unlike other black boxers Roy developed his boxing skills on a hog farm in a hamlet called Barth, outside Pensacola, when many others developed there’s in the city ghettoes. He was the oldest of five. He had three sisters and onr brother.   Ã‚  Ã‚  Ã‚  Ã‚  Roy’s father Roy Sr. said that he is the one who sparked Roy Jr. interest in boxing, by play sparring with him when he was only five. Roy Sr. said, “I’d let him pounch me in the head. When I pounched him, he’d get mad and run off and cry. Then he’d come back and want to do more. When we’d finish I let him get the best of me.'; Roy Sr. was also a former middleweight competitor. Roy’s dad made Roy Jr. to fight a 14 yr. old when Roy himself was only 10. The boy out weighed him by 16 lbs.   Ã‚  Ã‚  Ã‚  Ã‚  The training facilities weren’t to Roy Sr.’s standard so he constructed his own ring in a pasture and fmade a punching bag with scrap materials. Local kids watched as Roy’s father taught him the fundamentals of boxing. Soon they got interested and a boxing club was formed. Roy Sr. used his own money to buy boxing equipment and at one point sold the family’s tractor to finance the boxing club. This wasn’t enough though because he had to ask others that he knew for money to take the kids to boxing tournaments in neighboring states. The only form of transportation was an old rickety van, which doors were held with metal wire.   Ã‚  Ã‚  Ã‚  Ã‚  By the time Roy was 19 he had a amatuer record of 106-4 and became the yungest member of the 1988 U.S. Olympic boxing team. In public the team teased Roy but when in the private they asked him for advice. They saw how he dominated his opponents with cobonations from many different angles. Everyone thought that he would deffinetly win gold in the 156 lbs weight class. Like everyone thought he reached the final round. His opponent was the South Korean Park Si Hun. When the fight was over Park’s face was beaten while Roy’s face seemed untouched. The crowd and the Journalist at ringside all thought that Roy had unanamously won the fight, because Roy also had two standing eight counts along with everything else.

Heroes Essay

Basically, heroes have a vision for society and their principles function as a catalyst that motivates the society. In addition to having ideas, heroes are brave. Unlike other people they have tremendous energy and patience to struggle with the adversity. Most people settle for the status quo because in reality they don’t want to put themselves in danger or risk themselves for others. Heroes are brave enough to take risk for people and society and they never try to escape from hardship. In an article â€Å"Heroism Must Mean More Than Sympathy,† Nicholas Thompson (2002) writes,† Heroes could earn that title simply for incredible acts of ravery several steps above the call of duty. † He states that heroes do more than there is their duty. Most people simply perform their duty and focus on themselves for their own betterment. Heroes are remarkably brave in comparison to people in general. They genuinely make effort to protect right of society and people. For ex ample, Amar Singh Thapa, a General of army in Nepal during British colonization in India and many other countries of Asia proved his bravery. At the time of British colonization in Asia, British army attacked the territory of Nepalese land. General Amar Singh Thapa fought against powerful British troop. In spite of lack of food for few days he continued war. At last British Army could not fight in such a hardship and Amar Singh won war against British. General Thapa protected country from British colony and saved Nepalese sovereignty and land. All Nepalese are proud of his bravery and his bravery is an exemplary in Nepal. For his bravery Nepalese admire to call him national hero of bravery. In other words, heroes act bravely in order to protect society and people by taking undesirable risk in their life. Finally, heroes have special skill and talent. Their skill and talent is enables them change the society in forward direction. Their creation and innovation are noteworthy. A person becomes hero because of his or her potential skill and talent to work for society (Brown, 1990; Psychology Today, 1995). Heroes have extraordinary skill and talent, which attract society and helps the society a great deal. For an example, Bill Gate has special talent and skill in development of computer software. Before Bill Gate developed software, computers were barely in use in public. The application of his software in the operating system in computers brought a big change in today’s world. People admire such a skilled and talented person who brought a total change in this world. His outstanding talent and skill in software is praiseworthy. Mostly people emulate other’s work and learn from others. Since heroes posses special skill and talent, they are naturally creative and innovative. New inventions and creative thinking always attract a community if it can help society to move in right direction efficiently. For such promising work, they deserve to be called a hero. Heroes always help society and individuals to change and are a role model in society. Over all heroes have some characteristics in common that influence society and individuals. They live in heart and mind of people because of their extraordinary principles, bravery, skill and talent. References Browne, R. (1990). Heroes and Heroines. Detroit: Gale Research Inc. How to be great? What it takes to be a hero? (1995, November-December). Psychology Today,28, 46. Thompson, N. (2002, January 15). Heroism must mean more than sympathy. The Oregonian. Tollefson, T. (1993, May-June). Is a hero really nothing but a sandwich? Utne Reader.

Blacks and Women in the Revolutionary War essays

Blacks and Women in the Revolutionary War essays The American Revolution was a time when America would transform from an extension of Britain into a new and independent nation. Although the Revolution gave way to new freedom and government, the rights of many groups were ignored during this period of time. The Declaration of Independence claimed to give liberty and justice to all Americans, but not everyone received these freedoms. The Revolutionary War would create opportunities for many minorities whose liberties were often taken advantage, and also allow these groups to develop themselves socially as well as politically. Two groups who would undergo drastic change as a result of the war were women and African Americans. Through the course of the American revolution, people began to look at women and African Americans in a different way than they had before. The reforms that were a result of the Revolutionary War gave new freedoms to many living in America, however, women were not fully encompassed in these reforms. Life in revolutionary America, for most women, meant staying in the home and playing a supporting role to their husbands, brothers, and even sons. Colonial women were subject to long hours of ironing, cooking, cleaning, sewing, and knitting all for the benefit of their husband and families. Under American and English law, women were virtually always the property of another man. Until a women turned 21, they were under legal control of their father, and upon marriage, under control of her husband. This meant that women were not only ignored as individuals with opinions and beliefs, but they did not have the right to own property. In colonial times, women invariably had no say in any matter of politics, but when the Revolutionary War began women began to engage themselves in political debate. This was mostly upper-class, educated women, and their opinions were sometimes even featured in newspapers. The major difference from colonial times to life during ...

Virgin brand analysis Essays

Virgin brand analysis Essays Virgin brand analysis Paper Virgin brand analysis Paper Virgin background Virgin is an international investment group that operates in over 34 countries and that employs around 50,000 people in about 400 companies worldwide. Its product ranges from mobile services to travel, finance services, music and many many more. It was funded in 1970 by Sir Richard Brannon who started the company by selling cut price records by post through his Virgin Mail Order business. The company expended really quickly and is now a well-recognized and trusted brand all around the world. Virgin group companies even far apart from each other are like one big family that is instant in the delivery of its brand message and the values it stands for. Each company is empowered to run their individual affairs but they do help one another to seek solutions and advancement. Their cohesion across states and countries reinforce their image and inspire trust among consumers. Virgin believes in making a difference and that is what probably gives them an edge on competitors. They are an innovative company who work really hard towards sustainability and who give back to communities. At our core we believe business must be a force for good and use its influence and resources to help find solutions to some of the worlds major issues (virgin. Com). Their involvement in long-term sustainable project has placed them in the world top 25 most innovative companies. Its Australian airline segment has also been experiencing huge growth in recent years. Their marketing campaign as well as their brand strategy is both fun and fascinating in many aspects. This essay will consequently analyze their trademark and its impact on consumer behavior and attempt to explain what has made this company so popular amongst consumers. Different marketing concept and theories will be used to get a better understanding of how the company marketing effort work as a whole and more closely in Australia. Virgin brand analysis Brand personality Science is now able to explain a lot of things that were mysteries a few decades ago. The discovery of DNA has opened new doors in medicine, crime solving but also in marketing. The difference between you or any other human being is 0. 5%. The real factor that differentiates us is in the expression of our genes and in how we communicate the difference in that expression (2002). Similarly brand personality act as the DNA of a company. Commercial brand have evolved and now resemble more to a person than an abstract object. It stands for something, have core values, a vision, a motto and many attributes that make it m ore human and that differentiate it from competitors. I nee Vulgar group Is a great example AT a strong Drank personality Richard Brannon has given his company a multidimensional perspective. For consumers, Virgin is more than Just a brand. It has its own personality and consumers are more prone to purchase from a brand that clicks with their personality. The personality of Virgin could be described as; fun, courageous, sexy, innovative, CEO-minded and daring. The Virgin brand values have stayed unchanged for 40 years and arent Just an image but a reflection of their very essence and the way they do business (virgin. Com). Similarly, a brand enables people to express their own self. These traits given to Virgin are related to a theory that incorporates 5 dimensions that help further explain how consumer connects with certain traits of a brand. Those 5 dimensions consist of; sincerity, excitement, competence, sophistication and ruggedness (Asker,1997). For Virgin the 4 first dimensions are definitely the strongest allowed so lets explain them further . If you look at this last decade, the growth for sustainability and CEO-friendly causes has been colossal. As we learn more on the impact of our action on the planet we realize that things need to change. Not only us as individual human being need to change but companies and society as a whole. Richard Brannon has understood that early on and maybe even before it became so popular. He has remolded his company around that evermore-growing trend by investing large amount into the Virgin green fund and different charities. This fund allows resources to go towards developing ii-fuel, renewable energy, CEO-tourism and many others green causes. By doing so, MR.. Brannon has attracted many like-minded consumers who longed for sustainability. In other words, they share the dimension of sincerity with the company. They share common traits such as; genuineness, honesty, cheerfulness and consumers know that by opting for the virgin brand, they also give their money to a company that will invest towards achieving that common goal they share. Another of virgins brand dimension is found in the companys provocative and humorous advertisement campaigns . Their last campaign on virgin money has rated enormous attention by its sexual references and the use of older couples to turn the ad into a Joke. The company is known for shaking things up and doing things that everyone else say shouldnt. These personality traits of imaginativeness, high-spirit, daringness attract many younger consumers who connect with this dimension of excitement because its fun and dangerous. A proof of this is their fans base on Backbone; their most popular age group is between 24 and 35. Young consumer can relate to this type of behavior and are more inclined to connect with this style of advertisement. Their Virgin Oceanic project is even more daring with its wild mission to visit the deepest part of the sea that has never been explored before. This project pushes a step further innovation and adventure and is definitely going to draw even more attention within the youth population. Also, despite having a large array of different products in very different markets the company pusses ten same consistent message, values Ana qualities. IT you Virgin I-J mobile phone market as an example, you discover rapidly that what has created its massive success was its young modern image and strong brand petition and not its experience within the communication industry. Consumers attracted to products and services that are reliable, efficient and trustworthy know they will find that in Virgin. This dimension refers to competence and Virgin has had to build this dimension over time with consistency and quality. Furthermore, consumers that already associate with virgins value will assume that the same qualities will also be true in the other companies under virgin group and adopt these companies faster and more easily which in turn build trust amongst consumers. Finally, Virgin has got a touch of glamour, especially within its airline companies. Most advertisement of virgin airline shows beautiful arrestees and classy airplane interior design. This refers to the sophistications dimension. The airline definitely pushes this image to customers because low price are often associated with poor sophistication and quality. Virgin shows consumers that low price can still offer high- class quality standards and that paying less doesnt necessarily meaner getting less. They have been extensively working on this dimension to appeal to the people injecting more with this dimension. One of their most recent attempts at reaching these types of consumers has been the launch of business class. This happened in 2012 within Virgin Australia and even if Santa is still ahead, they are not far behind: According to the Roy Morgan Air Travel Survey, 54% of business travelers would consider using the airline. This can further be explained by the perceived lack of the competence dimension within Santa during the crisis that stranded all their airplane to the ground in 2011 . Now to explain even further Virgins marketing efforts o appeal to this class, we need to look further in other marketing theories. Brand repositioning If we take Virgin Australia to analyses their positioning, we can see that the big airline companys positioning strategy is low price. All of Virgin Australias service has a fee such as; meal, wireless services, livelier movies and TV shows and even water. Since they made optional services available, they can reduce the price and get competitive power from price. Starters, their main competitors, also have all optional services and they offer lower cost too. This is one of the reasons why Virgin had to do a Product positioning since the competitors were too close to their position. If the company could not show a clear differentiation from its competitors, consumers would not have perceived a real difference and would have been less satisfied with their product since they paid more than with Starters. This extremely close positioning also meant for Virgin Australia that customers have less brand loyalty because they cant see a clear reason why they should choose Virgin over Starters. Even though Virgin had a great primary market positioning strategy, Starters airline had overlapped the market positioning. That is why, in 2012, Virgin Australia airline launched the Virgin Australia business class which is obviously targeting business class people. They launched a series of executive lounge in the airport of all main cities around Australia. In that executive lounge, facilities such as; photocopier, fax, cinema, video game room, bar, data access points, cafe © and lounge areas are included . Virgin tries to create a new positioning and extend the brand. Their product repositioning strategy aimed to create a new interest within consumers and extend their market reach. Not only Virgin Australia positioned their brand, many others too, however, few of them succeed in doing so. There are several key concepts a company needs to apply to successfully reposition their brand. First, before the repositioning, company must do extensive research on the most favorable future market and also assess the threat of potential competitors. In this case Virgin concluded that the business class was the market to target and that to alleviate the threat of their main competitor within this market (Santa) alliances needed to be done. Thats why comprehensive icosahedra alliances overseas tit Air New Zealand, Delta, Tithed, Singapore Airlines, Hawaiian and Virgin Atlantic (Wilson,2012) were made. Secondly, it is important not to launch many new services but one that is well built and polished. The reason is that it could damage the original brands characteristic and consumers could get lost in the process. Virgin has accomplished that in the launch of its business class by targeting a specific portion of the market and ticking all the right elements of services this particular target requires. Thirdly, a company that repositions itself should use marketing strategies to rate awareness within new target-audience. In the case of Virgin Australia, online teaser as well as television, magazine, bus shelter and press all contributed to build the awareness and excitement of the new services to be offered by Virgin. Finally, a company should reposition their brand mainly when there is a real danger to the company because repositioning is very risky. Failure of reposition can not only be unsuccessful but also cause a great deal of damage to the original brand. It is definitely a better idea not to reposition a brand when it dominates the market but in certain case such as Virgin it is inevitable. Emotional appeal rational appeal We now look at Virgin advertisements effort to try to appeal to the consumers. Advertisement can create appeal in 2 ways; emotional appeal and rational appeal. In order to stimulate positive emotions such as love, friendship, Joy or beauty, the brand needs to create the right atmosphere in the delivery of their message related to the brand or the company. Every details are important; setting, tone, color scheme, lighting, etc. On the other hand, emotional appeal can be accomplished through fear using negative emotions such as guilt, fear, empathy, etc. Highlighting the negative consequences that will result if people are not using a certain product is a negative way of stimulating. Emotional appeal strategies are used in advertising campaign for apparel, cosmetics, household goods, Airline companies or in shorter term, pretty much everywhere! Messages, music and implicit elements such as language, gestures, Tactual expression Ana vernal or non-verbal cues are all uses In tens type AT advertisement strategy. How to appeal to consumers can although greatly fluctuate across different countries and cultures. Virgin is an international company and has invested a great deal of time in forming ads that will both convey a consistent message with the Virgin group image but that will also appeal to a certain market within a certain country or culture. When looking at their advertisement campaign within different countries, it is easy to notice different tone and different emotional appeal. As an example Virgin Pacific campaign has much more sexual references than Virgin Australia who seems to focus on peace of mind and comfortableness. That might be in part due to Virgin Australia repositioning and its effort to appeal more to business class. Virgins appeal approach has significantly changed through the years. Very early on, they used to mainly advertise their product by rational appeal. This type of appeal focuses on proving the products usefulness to consumers. It includes promoting the product by stating the products benefit, performance, quality, value, convenience or affordability. It highlights all the functional advantages of using or buying the product by giving fact or even statistics and help assist the consumer in its decision- making process. Messages should convey features and benefits of the product and he specific information that convey scientific fact or a clear understanding of what they get for what they pay. If we take Virgin Blues marketing strategy as an example through its last 13 years of advertisement we notice that they used both emotional and rational appeal. As I mentioned before, very early on, the company used more rational appeal. In the case of Virgin Blue, their advertisement during 2000 to 2003 focused more on the price of their products as well as their attributes using message such as we are assembled the best. Those advertisements have very concise and Lear message that refers to prove the brands quality. However, from 2003 to 2006 we can notice a change in Virgin Blues growing use of emotional appeal; If only you got virgin blue service everywhere, this message was always showed on the virgins commercial during that time. They also start using exciting music and highlight situations that show how Virgin Blue is convenient but also fun. After 2006, when blue room is launched, the advertisement is changed too. Their slogan is Where great ideas fly and New premium economy. To appeal to consumers, Virgin Blue uses both emotional and rational appeal. They show how great their services are but also nice-looking flight attendant, sophisticated design and the use of young and trendy music within their ads to create emotions. Brand equity Brand equity is connected to a brand name or symbol attached to a product or service. The brand equity is divided in 4 parts, which consist of; brand awareness, brand associations, perceived quality and brand loyalty. These four elements form the basis for the brand development, management and measurement. Brand awareness is how aware consumers are about a certain product or service provided y a company. The advantage of high brand awareness is that it is easier to make Drank collocations, It also Increases ten Telling AT certainty Ana Admiralty. Brand awareness is the most important element of brand equity. First, brand awareness is divided in 2 parts; brand recognition and brand recall. Brand recognition is the ability to recognize the product by its attribute and brand recall is the ability of consumer to remember the brand when the purchase situation of the products arises. To increase brand awareness, frequent exposure to products is a very effective tactic. For that reason Virgin Blue have used astronomical sum into advertisement. Not only television advertisement but also magazine, sponsorship, Internet, involvement in green causes, to only name a few, is used to increase brand awareness. Consistency in these advertisements is also a great factor to consider when doing this type of marketing. In order for consumers to become aware of Virgin Blue and its attribute, the messages need to be clear and consistent throughout its airline company but also throughout Virgin group as a whole. Secondly, brand associations are brands customers will associate with a retain product. Your products attributes, such as organization image and brand personality, logotype and the like is what becomes really meaningful and important because it represent the organization. Therefore, most of these associations of brand can only persist and be viable if the company create and maintain a variety of programs that will aim to remind consumer of their existence. Brand has many associations and all of them have different power. For example Virgin Blues service associations group are stewardess, blanket, video services and money associations group are membership and mileage. The advantages in increasing brand associations are; it is a good motivation factor to buy products, helpful when the company want to extend its brand and it also generates positive attitude and feeling towards product. If we refer back to Virgin Mobile I-J or even Virgin Australia Business class, both have had an easier entry into their respective market due to brand association with already existing Virgin products and services. Virgin groups always deliver, through their advertisement, messages relating to convenience and good services. Their slogans, which we have talked about before, supports their racketing strategy; If, only you got virgin blue service everywhere, Where great ideas fly. So what the company is trying to do is to associate convenience with Virgin Blue. The third component to brand equity is perceived quality and relates to consumers awareness and perception of the quality level of a brand. Perceived quality affect the image of the brand and has an impact on profitability. Psychological concepts are closely related to how the quality is perceived. Psychological attribute of the products or services are associated with emotional or affective benefits such as convenience, pleasure or fun, superiority, etc. The total value of perceived quality and psychological attribute qualities give the tone to the positioning marketing mix and can be used as a mean of connection. The advantage of increased perceived quality act as a basis of positioning and differentiation from competitors, help create a price premium and is also helpful to brand extension. Since perceived quality is important, Virgin advertise their product as the best in the market for consumers out also leavers to tense standards. A proto AT tens Is ten Vulgar America Lorene which, according to the 2013 Airline Quality Rating report, an annual study of airline reference, is the highest-quality major airline in the United States(Late,2013). Fourth, brand loyalty is a positive mindset toward a brand that leads to repeated purchase of the brand. It is an essential element of brand equity because a large number of loyal customers form a customer base, strengthen the image and generate profit. It also save large marketing cost and it increases the incentive of new consumers to try the product due to WHOM. Company can know how strong their brand loyalty is by looking at refund rate, involvement, how customer are satisfied with the products, etc. The are two main approaches to brand loyalty; behavioral and cognitive approach. The behavioral approach states that constant purchasing of one brand over time is an indicator of brand loyalty. The second approach in the marketing literature is cognitive approach to brand loyalty in which the advocates argue that behavior solely does not reflect brand loyalty. According to You(2000), brand loyalty has the power to impact on customer decision to purchase the same product or brand and decline to shift to competitors brands. As a result, You (2000) concludes that brand loyalty is the core of brands value. For the long term success of a company, brand loyalty is considerably important. Virgin is famous at doing special event or using innovative marketing techniques to strengthen brand loyalty. As well as having two approaches to bran loyalty, there also are three levels of engagement; recognition, preference and insistence. The recognition level is a sort of attentiveness to the brand, consumers know it is a viable alternative to purchase. On the second level, the brand loyalty is a little stronger and customers first choice would be that brand but if unavailable will settle for alternative brands. On the third and last level, customers will insist on buying the brand and wont accept any substitute. They are usually very engaged with the brand at this level and have deep emotional or cognitive attach to the brand. In virgins case brand loyalty is extremely important because of its large array of product and services. A customer that is loyal to the brand might be more inclined to buy from Virgin every time the occasion present itself; holidays, phone plans, financial services, etc. To gain brand loyalty, Virgin uses many incentives with its customers such as; fidelity card, flying club loyalty program, credit cards but also organizes special events and get involved in causes that reflect the brand image. These marketing efforts provide more value for the customers and increase satisfaction and confidence in the brand. Conclusion The Virgin brand is definitely one of the strongest brand of our era. The vision of one man, Sir Richard Brannon, has changed the way we market to consumers. Some of his techniques are so innovative and out of the norm that it is very hard to find any theories that could exactly describe how the company is so successful. The Virgin group is a great example of a strong brand personality and identity. The great use of 4 out of 5 brand dimensions has given the company many personality traits that can attract a large array of consumers. Their brand repositioning Tanat we nave analyzed, more so In ten Australian market, NAS Eden a great success due to a clear idea and a great execution that has enhanced the brand image and has created an additional target market with high purchasing power. Their advertisement appeals has transformed over time and is now both cognitive and behavioral, which also expand their reach of consumers because not everyone respond to these 2 different approach separately. Their approach to brand awareness, brand associations, perceived quality and brand loyalty also give them very strong brand equity and is a big key to their success.

Redesign Project Essay Example | Topics and Well Written Essays - 1000 words

Redesign Project - Essay Example Plainly speaking, typography can make or break your presentation, regardless of the medium or the message. Thanks to today’s computer and graphics technology, not only is there a multitude of typestyles available, but some programs allow users to create their own unique typestyle. This ability should be used with great restraint since too much of a good thing is, well, too much. Regardless of what style of type is selected by a designer or design team, it should be understood that the design of type, and even the overall design, should be more than just a passing judgment of the designer. When deciding on a format, it is important to determine what will work best with the target audience, not what the designer likes or dislikes personally. Every presentation of an ad, website or other medium should undergo an evaluation by a representative sample of publics that it is intended for. Unfortunately, due to time constraints and other factors, this step is often not taken. To better illustrate my points, I have selected two website home pages that I believe illustrate not only problems, but opportunities. First, I would like to consider is Pennsylvania’s Low Income Home Energy Assistance Program (http://www.acf.hhs.gov/programs/ocs/liheap/) From the moment I saw this website, I had to wonder how effective it was in serving its audience. First of all, we must consider who the intended audience is for the programs the website promotes, Although it is true that there is a general audience that it might serve, the first issue to me is the size of the type. The size seems to me to be too small to be seen by older people who are most likely to suffer from lower visual acuity. For this same reason, I am also leary of the color of the type in the center of the site. Another issue I have with the design of this website, is the applicability of

Respiration and Photosynthesis Cycle Essay Example | Topics and Well Written Essays - 250 words

Respiration and Photosynthesis Cycle - Essay Example Aerobic respiration results to release of a lot of energy, approximately 38 molecules of ATP whereas anaerobic respiration leads to production of less energy (Jerome, 2008). In the process of respiration, ATP is always responsible in providing energy. During the process, ATP is broken down to release energy (Jones, 2007). This is the link that exists between ATP and respiration. Plants and animals are interdependent. Without plants, human beings would not be in existence and vice versa. This follows that the plants provide essential elements needed for human survival. Absence of such elements may lead to death of human beings. Plants use Carbon IV Oxide and release oxygen. Oxygen is used by the animals in respiration. Plants also provide food to animals, being the primary producers in the food chain (Haldane, 2007). They also provide shelter and building materials to living organisms. Plants are also responsible in driving the biogeochemical cycles (Haldane,