Pepsi and Its Competitors Essay Example

Pepsi and Its Competitors Essay World Leader In Convenient Foods Beverages Industry †¢ Revenues – About $43 billion and over 198,000 Employees across the globe †¢ PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay †¢ PepsiCo brands are available in more than 200 countries and territories across the globe †¢ PepsiCo has more than 500 products in it’s portfolio of which 18 brands generate $1 Billion each in retail sales A broad spectrum of beverages worldwide bringing fun and refreshment to consumers Frito-Lay invigorates PepsiCos portfolio of products with plenty of good food and good fun Tropicana, the strongest name in juices; the best of fruit Quaker expands our portfolio with a wide range of healthy food choices Gatorades line of performance drinks adds over 40 years of rehydration sports nutrition research to the PepsiCo portfolio Our Corporate Philosophy Performance with Purpose At PepsiCo we gauge our financial achievement by our social and environmental performance. Our sustainable efforts have given our business the solid foundation we need to keep pace with an ever-changing market A Philosophy That Is Manifested At PepsiCo India Through A Comprehensive Sustainability Program PepsiCo India Our Portfolio Today Meets A Range Of Consumer Food Beverage Needs Beverage Need States Refresh Snack Need States Refresh Hydration Enjoyment Sustenance Enjoyment Health Indulgence Health Indulgence Nourishment Transformation Nourishment Enhancement Energy Energy Serviced By Muscular Brands That Enjoy Consumer Preference and Loyalty Built Through Superior, ConsumerValidated Propositions, Rooted In Insight And Supported By A Robust Information Ecosystem We will write a custom essay sample on Pepsi and Its Competitors specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Pepsi and Its Competitors specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Pepsi and Its Competitors specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Periodic KPI Tracking Digging deeper Consumer Insights †¢ More than observation or findings – Deeper more penetrating †¢ Talking to consumers, not just talking about them †¢ Recognizing relationships †¢ Re-framing the problem †¢ Driven by both people process †¢ Syndicated data †¢Consumer/ retailer data †¢ Trend reports †¢ Customized research ( qualitative quantitative) †¢ Internal data †¢ Consumer motivation emotional attachment to brands †¢ Consumption rituals †¢ Ethnography †¢ Consumer segmentation,Typology †¢ Consumer/Customer decision making tree However Our Consumer Is A Moving Target – Evolving Rapidly Macro Consumer Trends Point To Consumers in Experience-Maximization Mode Stop-Go Stop-Go Lives Lives The reshaping of culture, community, what it means to belong Adapting to a life that is fast, flexible and lived-on-the-go Community Community Transformations Transformations Health Health Wellness Wellness Increasing focus on Wellness, though low evidence yet of walking the talk The rising currency of visual information New New Communication Communication Currencies Currencies Professional Professional Consumers Consumers Experiential Experiential Society Society Consumers seeking savoring experiences Consumers increasingly becoming demanding, sophisticated contradictory in their shopping patterns Fundamentally Changing The Consumer Engagement Paradigm Bite Sized Communications Niche is the new norm Shorter attention time spans, unprecedented exposure Customization personalization, spurred by increased individualism Authenticity is a key value Brand Affinity is tougher to build Declined trust in Corporations demand for more information Brand Platforms are becoming crowded spaces – Cricket is activated by gt; 130 brands! Consumers Are Now In Control The Rules of Engagement Have Changed Altering the Power Equation Between Advertisers Consumers Much Of This Is Powered By A Changing Media Landscape + My Media We, the Media MANY-TO-MANY Consumer control an engagement Niche Media Mainstream Media ONE-TO-MANY ONE-TO-FEW ONE-TO-ONE Social Media Personal Media Segmented Media Mass Media Media Today Is Feeding Consumers’ Appetite For Content†¦ †¦But Also Affiliating Them To Powerful Ideas Traditionally, Media Distribution Had A â€Å"Top Down† Structure broadcaster affiliate (distributor) affiliate (distributor) affiliate (distributor) affiliate (distributor) affiliate (distributor) Now Media Is Essentially De-centralized Content jumps†¦ Consumers â€Å"broadcast† to other consumers through blogs, BBS and social networks. †¦between platforms†¦ between geographies movie gets uploaded then downloaded THE RESULT: Media Democratisation where anyone can become a journalist, author or film maker Driven By The Fact That Markets Have Become Conversations The Cluetrain Manifesto †¢ An influential book written in 1999 – A set of 95 theeses put forward as a manifesto for all businesses operating in what was suggested as a â€Å"newly connected marketplace† †¢ Fundamental to The Cluetrain Manifesto was the premise that the Internet provided a new and unique forum for communication that would ultimately shift the nature of business communication and marketing. A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. †¢ Powered by Social Media And Web 2. 0 Social media is an umbrella term that defines various activities that integrate technology, social interaction and the construction of words, pictures, video and audio. Source. Wikipedia. org MORE SIMPLY PUT†¦. Social Media is about people having conversations online.. The Social Media Landscape Today Is A Powerful Enabler Of The Changing Conversation Types of Social Media Blogs ( web-logs) †¢ Emerged in the Mid 90s; Simple online diaries by individuals, corporates †¢ Micro blogs †¢ Twitter fastest growing social media brand †¢ Instant messaging, news/image sharing, job board †¢ Continues to evolve as a real-time communication tool †¢ Social Networks †¢ Connections †¢ Music, sports, politics, sex, hobbies †¢ Sub-category includes customizable social networks – eg Ning, KickApps â € ¢ †¢ Video/Image sharing sites †¢ Upload and share; The blurring of ‘public’ vs ‘private’ Social Media Aggregators ‘FriendFeed’, ‘socialthing’ †¢ Centralize users’ various profiles; manage multiple conversations from one location †¢ Social News Aggregators †¢ Submit links to content on other websites †¢ Ranked by discussion it evokes †¢ Social Bookmarking sites – Folksonomies †¢ Bookmark and share useful web pages †¢ Wikis †¢ Creation and editing of interlinked web pages – collaborative websites †¢ 100% UGC – By the readers Media Consumption Is Evolving From LeanBack, Captive to Lean-Forward, Engaged out about OOH, Malls, Book / Music Stores, Theme Parks Mobile Events, Gym, Disc/Pubs, Clubs ean forward Newspaper, Magazines RSS – Feed, Internet Blog, Gaming, Contests, Social Networking lean back TV, Radio Cinema, Movies on Demand, DVR IPTV, Interactive Games scheduled demand participate Both Traditional Media As Well As Social Media Can Be Lean-Forward Traditional media like TV, Press and Outdoor can also be â€Å"lean-forward†. The key i s that the content provides a stimulus that evokes a response/call-to-action and engages in a dialogue with the viewer/reader. An Entire Generation Has Grown Up With Digital As A Way Of Life Consider Some Facts†¦ 27 Social Networking growth at 36% from Jan’ 08 ( Music at 24%, Gaming at 15%) Source: Comscore India – June 2009; Economist – Feb 2009; Social media tracker wave Conversation Velocity- The Speed At Which Chatter Spreads, Is Magnified By Social Networks 28 Average number of friends on facebook Just 2 degrees of separation on facebook results in an exponential multiplier Impact of the chatter: 87% say ‘Word of Mouth’ is a powerful recommendation*. * Source: Nielsen Online Global Consumer Study April 2007 There Is An Emerging Sub-culture Of People Who Simply Consume Online Media 31% 17% China 16% 15% 9% 4% Australia India Korea Malaysia Singapore 16% of those online spend less than 5hrs a week consuming traditional media Ironically, many of these ‘online only’ consumers are still consuming the same content – i. e. Watching TV shows, listening to the radio and so on. Yet they are doing it digitally. The web enables them to access conten t on demand, content previously unavailable, or in a manner that previously wasn’t possible. The Net Is Fast Becoming The Preferred Information Source Search Explosion India 73% of internet users search the web*1 1+ Bn queries per month with 53 Searches per User *2 Over 4. 8 mn Clicks On Search Ads *1 Search revenue projected to touch $120 mn in 2010 from $50 mn *3 *  Source: 1. IAMAI 2008 2. comScore qSearch (June 08) 3. Industry Sources A Significant Growth in ‘Prosumerism’†¦ 32 A Prosumer is someone who both consumes and produces information. A fundamental shift in consumer behavior underpinning Web 2. 0, is the movement from simply consuming information to also producing (and publishing) information – the shift from the â€Å"Consumer† to the â€Å"Prosumer†. Almost 1 in 5 online consumers have started a blog – 60% of them are about personal experiences. Only 14% claim they have visited a corporate blog If brands can learn to converse with, rather than market to consumers, blogs can be used as the ultimate listening post on consumer needs and sentiment. *  Source: Research International APAC study †¦And The Increasing Importance Of Word Of Mouth Taiwan Singapore Malaysia India China Australia Total 0% 20% 40% 60% 80% 100% Influenced by online comments Not Influenced by online comments The cross roads between Prosumerism and Social networks – opinions from people you know and trust – is the ultimate in viral communications, either positive or negative, for brands. Life Caching Is Making Us Digital Storytellers†¦ People are sharing and interacting like never before 36,00,000,000: Photos archived till June ’09. That’s roughly 1 photo for every two people on this planet! 13,000,000: The number of articles available on Wikipedia 132%: The monthly growth rate of Twitter users from Jan to Feb ’09 3,000,000: The average number of Tweets per day on Twitter. com 13 hours: The amount of Video uploaded to YouTube every minute 1,00,000,000: The number of videos viewed per day 200,000,000 blogs! ,000,000,000: the number of minutes spent on Facebook each day Facebook is bigger than Russia The Success Of The US Presidential Election Is Testimony To This†¦ †¢ †¢ †¢ †¢ 5,000,000 – the number of active Barack Obama supporters across 15 social networks 14,200,000 – Number of views Obama’s â€Å"Yes We Can† video got on YouTube An additional 15 of the 1800 official and 139,000 unoffici al Obama videos received gt; 1 million views $ 6, 500, 000 – the amount of money 3 million online donors contributed to the ’08 Obama campaign For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there a long time. If your business isn’t putting itself out there, it ought to be†¦ Businessweek Feb 19, 2009 What Implications Does This Pose For Marketers? The New Communication Model Will Need To Evolve from Monologue to Dialogue†¦ †¦ Flipping classical marketing on its head Participation Is The New World Order In Marketing A big shift from monologue advertising to conversational advertising/communication †¢ Marketers today are in a unique position today to create competitive advantage by understanding and leveraging the power of technology. †¢ With the use of technology and the internet as our playground we can go from one touch point to millions in a manner of hours †¢ Moving beyond contact with consumers to something much more meaningful†¦ †¢ †¦ that’s engagement †¢ And engagement fosters connections which lead to relationships †¢ Resulting in brand loyalty. Where Effective Communication Will Combine Both Media Dimensions Leveraging The Power And Impact Of Media Convergence†¦ â€Å"†¦where old and new media collide, where grassroots and corporate media intersect, where the power of the media- producer and the power of the media- consumer interact in unpredictable ways. Henry Jenkins, author â€Å"Convergence culture† †¦ And Borrowing On The Principles Of Transmedia Storytelling The cross-platform blitz for â€Å"The Matrix† was generally interpreted as a major advance in digitalera storytelling (The audience can choose how deep to go! ) or, more often, as a major advance in exploitative licensing and marketing The Wachowski Brothers who produced The Matrix supplemented the first chapter of their film trilogy with two more films; Enter the Matrix, a video game that revealed critical events and interactions offscreen before, and during the events of the 2nd and 3rd films; The Animatrix, a series of animated s horts from acclaimed anime directors that covered critical background events and introduced minor characters featured in the later films; and a compilation of Matrix comics from renowned comic artists and writers. Defining Transmedia Storytelling Transmedia stories are those â€Å"which unfold across multiple media platforms with each new text making a distinctive and valuable contribution to the whole† †¢ †¢ †¢ †¢ †¢ †¢ Each medium should do whatever it does best At best, each part is self contained to make it accessible on its own terms, without the rest of its components The vision needs to be consistent and unified; if it is redundant or selfcontradicting, participants will notice Can attract multiple audiences by using different approaches in different media, to reach each group The logic shifts from â€Å"licensing† to â€Å"co-creation† Can form communities when it brings people and gives them something to do From Transmedia Storytelling Transmedia Planning Advertising Interactive Experience Advertising Public   Relations Interactive Experience Public   Relations Person Person Central  Idea Brand   Community Person Person Retail Direct   Marketing Retail Direct   Marketing Media Neutral Planning Transmedia Planning The Concept Of Transmedia Storytelling Is Reshaping Entertainment, Marketing, Advertising and Branding In 2001, BMW stunned the ad world by investing in short films which had nothing to do with their product The idea was to give film directors a BMW car around which a compelling short film was to be made. Many of the tales centered on life-and-death chase scenes, but several were humorous or even melancholy. McDowell ( Mktg VP, BMW) figured if The Hire, took off and the films were downloaded from BMWs Web site by 1 million to 2 million viewers, BMW would chalk up the same number of eyeballs as a snappy advertising campaign aired during the Super Bowl, but would reach a higher percentage of BMW-type customers: Progressives with a nose for cinema, technology, and high bandwidth. If you really understand your consumer, you can be very clever about how to communicate. You can change the whole paradigm The buzz started slowly with the first film but grew to avalanche proportions by the time Madonnas short comedy film about a cranky diva was released, overwhelming BMWs expectations and forcing the automaker to add servers as fast as it could. But it didnt stop there. As the short-film gambit rocketed around the blogosphere, national TV broadcasters flooded McDowells office with requests for interviews on CBS, Entertainment Tonight, and Fox News. The novelty of an automaker producing films fanned public interest and stoked downloads. After one year, the number of viewers who had visited BMWs Web site to download The Hire shot to over 21 million, and with three more films added in 2002, it rocketed to 100 million, sparking a Harvard Business School case study. One million enthusiasts ordered a DVD with all eight films. Source: Businessweek Watch the Madonna film at http://www. youtube. com/watch? v=8tDg1YKp8M0 More Recently The Viral Marketing Campaign For The Dark Knight Was A Powerful Transmedia Experience http://www. youtube. com/watch? v=1pd74It? yVofeature=related So What Does This Mean For Brands? Brands will be â€Å"owned† by consumers more than ever before Spark Conversations: Create opportunities for your consumers to own the brand by giving them something to talk about Create brand fans by providing interesting consumer experiences, and then leverage the passion of this user base Both individuality and collectivism are important for consumers – enable this for them through our brands Collaborations and Co-creation will be key Focus on Consumer participation in Idea Generation/ NPD Create Ideas that are open source and that consumers can play with Be willing to let consumers contribute to the brand narrative Collaborations and Co-creation will be key Be prepared to use different media to tell different parts of a story Think about partnerships with brands who have similar core values Be transparent, inclusive – this is the era of Authenticity Lets Take A Look At Some Examples 1) ENABLING RELATIONSHIPS AND COMMUNITY When Pepsi created the first online community for a billion cheering cricket fans the Blue Billion Pepsi’s Bluebillion website has evolved into India’s first online cricket community – an affinity league for a billion cheering Indian fans †¢ †¢ Total page views 2. 58 mn Total unique users 6. 6 L http://www. youtube. com/watch? v=FPXhDGoi6yM When Pepsi branded the Unstoppable generation†¦ Youngistaan The Youngistaan Portal Page Views – 2. 63 MM; Unique Users – 1. 08 MM; Avg Time Spent – 8. 1 mins An Experience Gateway For Youngistaanis; A Key Multiplier of the ATL Idea . –1 s PV s lac 6 s PV – 3 la 1. 8 cs s . 25 lac ws – 1 ie Video V 4 lacs; . 6 PVs – 5 lacs 1. 04 d– ons Coup e load own d – PVs la . 65 3 cs When Nike created the NIKE + RUNNING COMMUNITY http://www. youtube. com/watch? v=nhStKDFGv_s When You Can Use The Internet To Get Off The Internet Source: meetup. com Meetup helps groups of people with shared interests plan meetings and form offline clubs in local communities around the world. With more than 2,000 groups that get together in local communities each day, Meetup is the worlds largest network of local groups. Meetup currently has 4. million members in 3,601 cities worldwide, 46,315 local groups, 4,916 Meetup topics and facilitates 102,000 Meetups monthly. Their tagline? â€Å"Use the Internet to get off the Internet! † 2) SHINE THE SPOTLIGHT ON YOUR CONSUMER Doritos Presented Consumers With The Biggest Stage Ever To Showcase Their Creativity – The Super Bowl! Visit  http://www. crashthesuperbowl. com/ Kurkure Gave Its Evangelists The Ultimate Sign of Respect – Featuring Them on Their Packs †¢ Over 50mm Kurkure packs carried pictures of winners along with their recipes gt;1L entries received Positive impact on both Volume and share of teatime consumption †¢ †¢ Pepsi My Can Leveraged User Passion To Give a New Face to the Pack†¦ And The Brand †¢ †¢ †¢ †¢ †¢ Page Views gt; 3. 6 mn Unique Users gt; 3. 06L Total Video Views gt; 3. 13L Total Votes gt; 2. 89 mn Avg. Time Spent 7. 5 min Smith’s Is Recruiting Consumers To Design Their Next Flavor http://www. youtube. com/watch? v=-poiJFcdCXo 3) CUSTOMIZATION Lays Accelerated Consumer Engagement With Its New Flavors Through Consumer Advocacy Dewmocracy â€Å"you want to vote now. Dew itâ₠¬  Mountain Dew Is Leveraging The Collective Intelligence Of Its User Base to Architecture The Brand: From Flavor To Packaging Graphics http://www. facebook. com/mountaindew#/mountaindew? v=app_11007063052viewas=0 http://www. youtube. com/watch? v=n3mphZrRFgk 4) BREATHE LIFE INTO THE BRAND EXPERIENCE Honda staged a live three-minute TV ad showing a team of skydivers demonstrating Hondas current marketing idea Difficult is worth doing. Pepsi Engaged With Youngistaan By Making The Consumer the Chief Architect WHATS UR WAY? Interrupt Engage Entertain 5) INVOLVE YOUR CONSUMER Pepsi’s Gave its Consumers A Collective Voice refresheverything. com An open letter The idea was to create an OPEN LETTER to the President, simply by asking Millenials ( core TG) the question: What would you say to the man who is about to refresh our nation? The timing was perfect. Just as Pepsi introduced the new brand platform of â€Å"Refresh Everything†, the new President was taking office. The initiative capitalized on the excitement and momentum the entire country was feeling. 7,00, 000 visits to refresheverything. com, Over 700 videos (gt; YouTube benchmark of 200 videos); over 4,000,000 video views www. pepsicotastethesuccess. com/case_study_AV 6,000,000 unique Facebook visitors; On Jan 22nd, #1 most viewed sponsor channel TOI Led A Movement That Sparked A Nation’s Imagination http://www. youtube. com/watch? v=pgHyjMgPi2Q Tata Tea Became A Force For Social Change http://www. jaagore. com/ http://www. youtube. com/watch? v=JXWdhB1xYic 6) CONNECT THROUGH ISSUES THAT ARE IMPORTANT TO YOUR AUDIENCE Quaker Oats Partnered With TOI To Raise Awareness†¦ And Action†¦To Promote Heart Health Sunsilk Created A Space For Young Women To Connect On Issues In Their Life Dove Made Its Brand Hugely Relevant Culturally, By Challenging Stereotypes The creative idea: Challenge narrowly defined stereotypes by promoting the idea that beauty comes in all shapes and sizes The Media Used: Primarily New age http://www. campaignforrealbeauty. com/ http://www. youtube. com/watch? v=oYfwIAWWH6M 7) ENGAGE, INTERRUPT, INFLUENCE Pepsi Max In UK Sharply Jump-shifted Salience And Affinity By Evolving Their Engagement Model†¦ share of spend INFLUENCE share of voice engagement share of mind From Communicating to consumers interruption To Engaging with them Bringing The Story Alive By Being Part Of Their Consumers’ World User generated content Virals Messenger Tabs On-line streaming Mobile UK’s first brand channel on YouTube Burger King Leveraged Its Biggest Asset – The Whopper In A Daring Experiment Burger King Whopper Freakout The restaurant experimented with discontin uing the Whopper for a day. Hidden cameras in the restaurant and the drive-in captured genuine consumer reactions. The film attracted 3. 3 million views and inspired a series of spoofs. http://www. youtube. com/watch? v=epsgsfuIN4Y Diesel’s Digital Campaign Positioned The Brand As Cutting Edge http://heidies. com/demo2/ McDonald’s Alternate Reality Games Involved Consumers Without Making Them Feel â€Å"Marketed To† An alternate reality game (ARG) is an interactive narrative that uses the real world as a platform, often involving multiple media and game elements, to tell a story that may be affected by participants ideas or actions. The Lost Ring is an alternate reality game, (ARG) revolving around a fictional Olympic sport that disappeared 2000 years ago that was created by McDonald’s as part of their marketing for the 2008 Olympic Games, in Beijing, China. Read  the  case  at  http://www. thelostring. com/ The Key Challenge For You PepsiCo’s View On Building Brands At PepsiCo, we are committed to building: †¢ Great Brands – – – †¢ with an ambitious vision a distinctive point of view on the world Consumer relevance and bonding Brands built with ideas bigger than just advertising This requires a sharp focus on new rules of consumer engagement, as well as new-age marketing practices that enable a living, breathing relationship with our key consumers The Key Question How can PepsiCo take a leadership position in new age marketing spaces (lean forward media)? More Specifically, Our Challenges Are†¦ How might we leverage lean-forward media to address these following needs? 1. How might new age media be leveraged to build â€Å"brand PepsiCo†? †¢ †¢ With Key stakeholders: Consumers, Customers, Key Opinion Leaders, Government and Institutions? How might this help us engage deeper with them by facilitating dialogue ( as also provide a tool to address consumer concerns) 2. How must consumer-engagement models be structured to suit the brands’ life-stage and communications needs? †¢ How may we drive stronger affinity and connect for brands like Pepsi and Lays which have a â€Å"youth† bulls-eye? Conversely, how can we sharp-shoo t on younger brands like Mountain Dew, Gatorade and Quaker Oats, which have sub-scale AM budgets? 3. What strategic alliances/programs might help us take a leadership position in this space? †¢ †¢ How do we build programs that drive linkages between traditional and new media? Partnership with like-minded brands? Some pointers for you as you work the case†¦ 1. Refer back to slides 24 and 25 for an understanding of the definition of â€Å"lean forward Media†. †¢ Both traditional media as well as social media may be â€Å"lean-forward† – the key is that they must stimulate consumer engagement and dialogue. 2. Consider these facts about the Indian digital market †¢ Despite the large population, total online users are only 57 million ( 5% penetration) †¢ 37% of the users are from Cyber cafes, driven by the growth of online gaming †¢ Broadband has grown 83% from ’07 to ’08. However, 512 mbps is considered broadband †¢ Local language sites have grown to 34% of market †¢ Ecommerce is a USD $2000 Million industry of which travel contributes to 80% †¢ At 400 Million mobile users, India is second only to China †¢ 20% of mobile users are mobile internet users. Most have their first internet experience on their phone. Some pointers for you as you work the case†¦ 3. The tale of two Indias †¢ The TG is not a homogenous group, with key differences between metros and non-metro cities. What’s the new language to connect with both these groups? Young Adults 19-24 yrs, Metros: 4. 1 MM Characteristics Prefer English to Hindi; Experienced online users Key Online Activities Online activities :Emailing-93%, SM-88%, IM/Chats-78%, Job search -78%, Downloads- 69% and News- 66% Higher accessing of content related to dating/friendship, Cinema, financial info and net banking More likely to have a blog , but not as active as their smaller town counterparts Offline Asset Ownership: Own Mobile, Internet Connection at Home, Bank Accounts more than other segments Young Adults 19-24 yrs, Metros: 9. 1 MM Characteristics Prefer Hindi to English Key Online Activities Online activities: Emailing–93%,SM–88%,Job–78%,IM/Chats–77%,Downloads-68% and News- 65% Checking cricket score, mobile content and matrimony search higher than metro Mobile is key Send/receive mail using handset higher than metro Maximum % visiting adult content, SN sites More into blogs and video sharing than metro counterparts, more likely to read a blog and visit blog sites more than 5 times a day. Members of online communities- school/alumni, computers, internet and education highest in this group Offline More computers/laptops than metro counterparts Low cable TV connection/DTH compared to metros Source: Juxt Consult Youth Online Report 2008; Metros: Delhi, Mum, Kolkata, Chennai, Bglore, Hyderabad, Pune, Ahm Some pointers for you as you work the case†¦ Teens 13-18 yrs, Metros: 0. 6 MM Characteristics Comfortable with both English and Hindi Second maximum number of entrants from this group Key Online Activities Mostly accessing from home; Experienced online users with 3 out of 4 accessing over 5 times a day Use more eng info and local language search Online activities: Emailing–87%,SM-81%,Downloads-69%, IM/Chat-68% and Games-59% Least active on online shopping; Members of online communities – professional, games and school, Alumni Offline Very light users of mass media Maximum % of ownership of computer/laptop than the other segments Teens 13-18 yrs, Other towns: 1. 8 MM Characteristics Comfortable with both English and Hindi Maximum online entrants from this group; The only family member using Internet Key Online Activities Use primarily from Home and cybercafe, once daily Online activities :Emailing–86%,SM-85%,IM/Chat-69%,Games-61% and Downloads music/mov-60% Higher accessing of content related to Astrology, Health/lifestyle, cricket score than metros Mobile is key – consistent usage higher than Metro equivalents Members of Games and music communities- video sharing on the rise Searching more than metro counterparts but not buying Offline More iPods than young adults and metro counterparts (on a % basis) Implications Traditional Media †¢ Standard TV advertising has seen a dip in effectiveness, but appetite for content is growing How do we use TV to satiate the hunger for content in a way that is linked to our brands? †¢ The rise of the advocacy channel †¢ Word of Mouth is becoming a big influencer †¢ Media is becom ing catalyst for social activism or at least social activity more people vote for ‘Idol’ than in their national election †¢ Online consumer opinion is now more valued than TV ads or editorial How do we become a part of the conversation? Implications †¢ â€Å"Search online† is becoming the new â€Å"first moment of truth†. How do we configure strategies to emerge on the consumer’s search radar? †¢ Mobiles and Mobile screens are becoming a reflex lifestyle. How can our brands fit in? †¢ Social Networking is growing at a furious pace. How do we play the game by the rules of the medium? Execution Format†¦ 1. Your submission should follow the following format: †¢ †¢ †¢ Your presentation may be in your preferred document format – MS Word or Powerpoint. Your presentation should be within 40 slides or 5000 words. An executive summary should precede your presentation – this is to be presented in video format, between 3-5 minutes duration. The objective is to simply to gauge your presentation skills – we are not looking for sophisticated production values. †¢ Slide 96 has 3 questions posed to you. Your team must address all three.

Winds Essays - Wind, Atmospheric Dynamics, Trade Winds, Free Essays

Winds Essays - Wind, Atmospheric Dynamics, Trade Winds, Free Essays Winds Michael Zakrzewski March 31, 1999 Mr. Oshogobor G001 Earth Science Report: Winds There are two general types of winds, local winds and global winds. Local winds blow from any direction and usually cover short distances. Global winds blow from a specific direction and almost always cover longer distances than local winds. Both local winds and global winds are caused by differences in air pressure due to unequal heating of the atmosphere. During the day, the air over a land area is often warmer than the air over a nearby lake or sea. The air is warmer because the land heats up faster than the water. As the warm air over the land rises, the cooler air over the sea moves inland to tale its place. This flow of air from the sea to the land is called a sea breeze. During the night, the land cools off faster than the water. The air over the sea is now warmer than the air over the land. This warm air over the sea rises. The cooler air over the land moves to replace the rising warm air over the sea. A flow of air from the land to the sea is called a land breeze. A land breeze is also called an off-shore breeze. The name of a wind tells you from which direction the wind is blowing. A land breeze blows from the land to the sea. A sea breeze blows from the sea to the land. Most local winds that we are familiar with are named according to the direction from which they are blowing. A major land and sea breeze is called a monsoon. A monsoon is a seasonal wind. During part of the year, a monsoon blows from the land to the ocean. During the rest of the year, it blows from ocean to the land. When a monsoon blows from the ocean to the land, it brings in warm, moist air. This results in a rainy season with warm temperatures and huge amounts of rain. The rainy season is important to many because it provides the water needed for farming. Monsoon winds are very common in Asia. Unequal heating of the Earths surface also forms large global wind systems. In areas near the equator the sun is almost directly overhead for most of the year. The direct rays of the sun heat the Earths surface. The polar regions receive slanting rays from the sun. The slanting rays do not heat the Earths surface as rapidly as the direct rays do. So temperatures near the poles are lower than those near the equator. At the equator, the warm air rises and moves toward the poles. At the poles, the cooler air sinks and moves toward the equator. This movement produces a global pattern of air circulation. Global winds do not move directly from north to south or from south to north. Because the Earth rotates, or spins on its axis, from west to east, the paths of the winds shift in relation to the Earths surface. All winds in the Northern Hemisphere curve to the right as thy move. In the Southern Hemisphere, winds curve to the left. This shift in wind direction is called Coriolis effect. The Coriolis effect is the apparent shift in the path of any fluid or object moving above the surface of the Earth due to the rotation of the Earth. At any particular time or place local conditions may influence and change the wind pattern. At the Equator surface winds are quite calm. These winds are called the doldrums. A belt of air around the equator receives much of the suns radiant energy. The warm rising air produces a low pressure area that extends many kilometers north and south of the Equator. Cooler high pressure air would normaly flow into such an area creating winds. But the cooler air is warmed so rapidly near the Equator that the winds which form cannot move into the low pressure area. As a result any winds that do not form are weak. About 30 degrees north and south of the equator the warm air rising from the equator cools and begins to sink. Here, the sky is usually clear. There are few

The Second Amendment and the Right to Bare Arms Research Proposal

The Second Amendment and the Right to Bare Arms - Research Proposal Example Prior to the ruling, it was not lawful to carry an unlicensed firearm, specifically a handgun. The ruling in favor of legalizing handguns was groundbreaking and served to challenge the hopes of many that America would soon embrace national gun control. The core of the debate on gun control and the second amendment has to do with interpretations of the second amendment as well as America’s gun epidemic. Individuals who support the right to bare arms, feel that the right to own a gun is fundamental such as the right to freedom of speech or the right to vote. The problem however, is that gun violence is one of the leading causes of death in America and has only increased over the past few decades. The case of the District of Columbia versus Heller brought light to the fact that this particular area of the country held the strictest of gun regulations, â€Å"The landmark ruling overturned the District of Columbia’s ban on handguns, the strictest gun-control law in the country, and appeared certain to usher in a fresh round of litigation over gun rights throughout the country†(Greenhouse, 2008). Ultimately, the decision of the court stated that it was not the responsibility or within the jurisdiction of the court t o reject or ignore the second amendment. On this basis, the decision to strike down the District of Columbia’s ban on handguns was made. In the case of the District of columbia versus Heller, a special police officer is forbidden to keep a handgun in his home and therefore contends the rigid D.C. gun laws which feasibly contradict the allowances made by the second amendment, â€Å"Respondent Dick Heller is a D. C. special police officer authorized to carry a handgun while on duty at the Federal Judicial Center. He applied for a registration certificate for a handgun that he wished to keep at home, but the District refused.

Creating Job Descriptions and Interview Questions Essay

Creating Job Descriptions and Interview Questions - Essay Example The HR Director would be the one who will oversee all HR related tasks within the organization as his decisions would be in line with how the organization views the entire dictum of recruiting, selecting, and eventually firing the employees. The HR Director would report to the top management about the steps that have been undertaken by the HR department and apprise them of the gradual and incremental shifts that have been coming about within the organization from time to time. He would also be reporting to the CEO of the company as regards to the fiscal measures and thus tell him how the company would meet its goals and objectives that are being seen through the eyes of the most prized resources within the organization, i.e. the employees themselves. The HR Director would also form up plans and later on execute them for best possible mileage of the organization. It would mean that the shortcomings with the HR domains are taken care of in a proactive way and the strengths are cashed u pon in an amiable manner as well. The HR Director would oversee the tasks of the HR manager and his team while finding solutions to keep them encouraged at all times (Sims, 2002). Overall, the HR Director will also play a significant role at liaising between the employees that are under his aegis, forming links of interaction and communication amongst them, and finding the reasons behind low employee morale. He will have a proactive eye on the falling standards of work conditions, and find a way to resolve the same. The HR Director will give his best within the HR domains on a regular basis and would be confident at all times. The HR Director would therefore play a very active role at forming serious links with the employees, and be present regularly at his office to set a personal example within the organization. 2. Create 10 questions that you can use to interview candidates for the position of HRM director at the company. The questions should include probes for additional informa tion and desired responses. 1. Are you at complete understanding with how the HR policies change because our organization is a proactive one and wants to move towards newer pastures with the passing times? Would you go an extra mile to learn something new, considering you are getting hired for the HR Director post? 2. Would you be able to work in the form of a team that achieves its objectives in accordance with the work realms of one another or are you someone who believes in one-man-show for the sake of displaying authority and control? What is the reason behind being one of the two? 3. How closely in touch are you with the technological facets and realms? Have you had any computer and IT courses of late that could make you a better choice for the post of HR Director at this organization? 4. This job requires you to visit outdoor locations and to travel far and wide. Are you open to such an offer because the hiring and selecting regimes require the aspirants to be interviewed firs t hand before the HR department decides to hire them or otherwise? 5. What would it take to make your mark on the organizational philosophy that has come about of age with the passage of time? Would you go out of your way to make sure that the organization is your top most priority in professional terms? 6. Would you be open to a salary cut if and when the need arises? In times of today, this is a serious undertaking on the part of the organization and you should be ready for it to happen

Communicable Disease Medical Definition Assignment - 73

Communicable Disease Medical Definition - Assignment Example It spreads from person to person when a mosquito feeds on human blood (Stanhope & Lancaster, 2012). According to Stanhope and Lancaster, Malaria affects the liver and Erythrocytes, and it is characterized by high fever and other symptoms resembling those of flu. It mostly affects pregnant mothers and children under the age of five (Stanhope & Lancaster, 2012). It is one of the key contributors to infant mortality, especially in African countries, where it is responsible for over a million deaths annually. This disease was earlier considered as a tropical disease, but with the advent of global travel, the disease can affect anybody and anywhere as long as they have been to a Malaria prone region (Stanhope & Lancaster, 2012). Malaria infections in the United States occur to those people who have traveled to areas that are prone to the insect carrying the parasite. The government’s efforts in curbing malaria include medical screening at all points of entry, into the country, to e nsure that those who are infected get immediate treatment regimen to prevent further spread of the infection. It has embarked on public sensitization programs to deal with pest control and how to identify the first signs of Malaria. The use of mosquito nets, repellents, and protective clothing has also been encouraged in a number of counties where there are high mosquito populations like Louisiana and Florida. The challenges that are encountered in the prevention and treatment of Malaria are usually people related. The belief that Malaria is a tropical disease makes people and even some doctors misdiagnose the disease as a bad form of flu since most of its symptoms are flu-like. The government is also making efforts to develop a vaccine that can be given to people traveling out of the country. Â  

Inter Professional Education Reflective Account Nursing Essay

Inter Professional Education Reflective Account Nursing Essay Throughout my time on the Year 1 Inter Professional Education (IPE) programme, I have compiled this portfolio consisting of a reflective account on my performance in throughout the programme. Included in this file are a number of secondary resources utilised in constructing the account as well as in aid of assembling the team presentation. My IPE group consisted of 4 medical, 2 pharmacy and 3 nursing students. As a multidisciplinary team, we collectively produced a presentation regarding clinical communication and ethical considerations in patient centred healthcare. Our theme was based around the growing issue of underage pregnancies throughout the capital. The wider issues of this topic ranging from the ethical, psychological, and moral implications as well as the great variety of healthcare professionals involved in managing such incidences. We chose this topic as it was something the whole group had differing views on and wanted to explore further. A copy of the article, Policy disaster as teen pregnancy rate rises to its highest in 10 years, is included for the benefit of the reader. This article from the Times Online was the key inspiration behind our choice of topic as it outlines the huge extent of the problems posed by teenage pregnancies. According to the article Britain has the highest incidence of teenage pregnancies in Western Europe. Despite the highly sensationalist tone and the incomprehensive survey of the contributing factors of teenage pregnancy, the article does offer a fascinating introspection into the ethical issues regarding pregnancy among girls below 16, the age of consent. The slideshow utilized during the team presentation, Yvonne at the clinic, is included for the benefit of the reader. As one can see it contains the key concepts the team touched upon during the presentation which was interspersed with a model role-play featuring a consultation at a sexual health clinic. Moreover, the script for the role-play has also been enclosed to help the reader appreciate the teams corroboration in conveying current issues integrated in a model scenario. Please find enclosed further evidence highlighting our effective teamwork comprising of emails, peer review forms and a diary of progress which had been logged between the IPE sessions. The essential features of a team and how it develops have been explained by Tuckmans summary of team development (1965). The model was used as a reference point for the groups progress, evaluate the teams development and to contemplate the next stage of action. The reflective account further vindicates how Tuckmans summary is clearly not exhaustive in describing the great spectrum of team behaviours. Instead, the IPE programme has enlightened the view that group dynamics are variable and so mechanical. Therefore the unpredictability arising amongst different teams, especially multi and possibly more vast amongst inter-disciplinary teams reinforces the belief that there are many contributors which affect group work. To conclude, I hope the reader finds the following account and secondary sources beneficial. In the time that has been allocated, I have tried my utmost to submit an honest account of my contribution to the IPE programme. Sincerely, Reflective Account In this reflective account, I will evaluate and analyse my performance as a team member throughout the IPE programme using the Kolb (1984) cycle1. David Kolb argues that experience is the source of learning and development. The cycle constitutes the following four stages; Concrete Experience, Reflective Observation, Abstract Conceptualisation and Active experimentation. Kolbs cycle suggests it is necessary to reflect on an experience, evaluate it and formulate concepts, which can then be applied to new situations such as working in a multidisciplinary team (MDT) 2. CAIPE uses the phrase interprofessional education (IPE) as a generic term which occurs when two or more professions learn with, from and about each other to improve collaboration and the quality of care CAIPE (2007)3. Our team consisted of nine people (four medical, three nursing and 2 pharmacy students). The application of an inquiry based learning (IBL) technique, would allow us to enhance our problem solving and communication skills. Over a period of five weeks, the team managed to present an ethical case study conveying the importance of communicative efficacy and ethical considerations within MDTs in providing patient centred care. In this paper I incorporate theoretical principles to the teams performance4-7 in a bid to divulge a deeper understanding of how and why I improve specific areas of my performance as a team member. Concrete Experience In the first IPE session, our objective was to decide the focus of our inquiry. Right from the onset, to my disbelief, the group was extremely focused and driven to the task at hand. Initially I was hesitant mainly due to the exposure of so many strangers with varying personalities but equally eager to think aloud4. This threatening situation meant that any early communication was difficult and for a considerable amount of time I found myself very quiet8. The reason for this was that my views towards this task were initially sceptical because of previous prejudices held against other disciplines. However, as the meeting progressed, I learnt that such presumptions had no basis and had arisen due to a lack of contact between the disciplines. A consensus was reached within the group to carry out our task along the lines of teenage pregnancy among girls below 16 and the wider implications it acquires. The session also included a simulated patient interview, which proved very informative and clearly highlighted the fundamental concepts of a consultation; rapport, empathy, body language, active listening and question styles. By the second session the group had conducted some research on loosely related material regarding the growing problem of teen pregnancies in the UK. In this student led session, we made a decision to commence the planning of the actual task. This was a very time consuming step to achieve as fellow members failed to comprehend the purpose of the goals we had set, since our task had a large scope and appeared vague. I felt it was my duty to urge the group to clear any misconceptions at this early stage and to channel our broad research into three specific concepts which are imperative to portray to our aud ience. I put particular emphasis on the current NHS guidelines, ethical issues and relevant multidisciplinary team approaches concerning the scenario5. Our concrete material which would provide the foundational premise for the duration of the course was provided by an article claiming Policy disaster as teen pregnancy rate rises to its highest in 10 years9. This article presents great scope for discussion including the ethical issues and the role of MDTs in managing such a growing problem. According to Bruce Tuckman (1965) there are a number of key issues relating to effective team discussion and behaviour10. Stage 1 is the forming phase and it depicts a teams natural instinct for guidance. Therefore, the premise for advancement for a particular group resides in the election of a leader. When discussing and deciding the topic for our presentation it became clear that certain individuals were more confident than others and my substantial contributions during the second session5, led me to assume leadership. Although my position involved delegating specific tasks to individuals, the group as a whole was very diplomatic and hence there was no need for an autocratic leader. As a result of this, the storming phase, which Tuckman described as the episode where decisions are most challenging, was a much rapid and unproblematic phase. This was because we all had a genuine interest in the topic and felt we each could contribute to the issue. The allocation of roles was carried out based on prior research. For instance, the individual whom had researched the healthcare team had the task of producing their own slide for the PowerPoint presentation. In addition the norming process of Tuckmans model was also coming into the fore as our keen actors6 were making great progress in their role-play of a consultation at a sexual health clinic. My contribution to the presentation consisted of a brief explanation of the importance of consent and whether a minor can consent to their own treatment (i.e. Gillick case, Fraser guidelines) 11, 12. Overall, continual discussion and communication between members mainly via emails enabled the presentation to evolve into the polished product which portrayed the efficient performing (final) phase of Tuckmans model. The team worked in an efficient manner after a sluggish start. The initial reservations were quickly diminished which helped us to progress towards our goals. During the days leading to the final presentation, I and a colleague realised some discrepancies in the script and the issue of a dress code for the team presentation was brought up6. Such concerns were clarified by email communication13, but unfortunately such enthusiasm was only shared amongst a few peers. Nevertheless, it was very satisfying to see that everyone had contributed something to the final presentation which was a sentiment to my effective delegation of roles14. I felt that a certain member had not contributed much throughout the course and was continually seeking a minimalist approach which could have been detrimental to the teams performance. I voiced my opinions in her peer review form so she could improve in the future as the potential adverse consequences of a breakdown of communication within the MDT can be damaging to the patients care. The roles conducted by the team members varied from communication, ethical issues and the role-play. Margerison and McCann (1995)15 constructed a teamwork model stating a successful team encompasses individuals with a variety of skills, hence fulfilling diverse roles. All the team members were, to differing extents, creators innovators as we each contributed something constructive. I believe certain members whom had thought of the idea of a role-play were more creative and others whom had continually produced their contributions on time were deemed concluders. Another individual whom had taken the responsibility of merging the slideshow together expressed her practical skills as an assessor, whilst another member helped to support me in my leadership role. Her efforts were invaluable in making by duties more proficient and constantly reminding me to book the library rooms for scheduled meetings. She was classified, according to the teamwork model, as an upholder. Finally, the indiv iduals involved in the role-play were concluders due to their quality standards and reporters because they were capable of incorporating prior knowledge to help answer questions following the presentation. I feel that I was a thruster because as a democratic leader it was my duty to organise and motivate other members, whilst continually involving them in the decision making process. Reflective Observation After the presentations, we took part in a peer review exercise, where our observations of each others performance throughout the course had to be reflected. The irony of teamwork is that a team is made up of individuals. These individuals will have different experiences, knowledge, expectations and priorities. Thus it is important that our team developed a keen interest in the performance as a whole, as this will influence individual contributions. Amongst the majority of peer review forms, I noticed many positive comments ranging from being knowledgeable on the subject of consent8, good at arranging ideas and has good delegation skills ensures everybody has an equal role to play14. This was extremely pleasing to learn because it illustrates that my fellow team members fully appreciated the effort that I put into the project. Also, my contribution to the presentation as a team player was also acknowledged stating I had contributed the knowledge and understanding of capacity and cons ent which helped to explain the patients rights in our role-play helped the nurses learn about the Gillick test, which until then we had no understanding of16. I believe this statement portrays my effective communication amongst the team throughout the programme enabling the group to maximise our potential to work in an MDT approach. Amongst the very few negative comments, a team member justifiably observed that I was a bit quiet at the start of the IPE session8. In retrospect, I believe I should have been more expressive and honest with my group and have confidence in making alternative suggestions ultimately benefiting the group. Furthermore, another team member felt I could have taken more control/been more decisive so that people were clear of what to do17. It was interesting to note that he/she had also written that I was good at sorting out the details i.e. what exactly each person was going to go away and research17. Nonetheless, I felt that I delegated the tasks suitably because I had ensured that each member understood and had ownership of their tasks for the next session. Although the issue had never been brought up nor had I been emailed of any confusion in the allocation of roles, I believe that I should have utilized the luxury of emailing each member clearly what they had to do. Abstract conceptualisation From this experience, I have gained a lot of knowledge both on the issues regarding underage pregnancies as well as the skills required to work effectively in a team. My fellow members had enlightened me of the growing problem of teen pregnancies in certain boroughs around the capital and we all felt the government was failing this young generation. According to the article mentioned earlier, The expansion of confidential contraceptive services for young people under 169 was the main causal factor. I learnt through an inquiry based learning approach the importance of effective clinical communication and ethical considerations in managing the issue. Furthermore, a fellow member also enlightened the group on the vital role of the sexual health centres in providing education and advice for the younger generation. I have also discovered the challenges associated with controlling large teams of varying disciplines. Apart from the logistical constraints, each member of the team had their own schedule and hence the proposition of extra sessions was difficult to attain. However, many challenges and complications were dealt with very effectively via email13, thus eliminating the scheduling and logistical constraints in place. Coordinating nine members of a team demanded good organisational and most importantly time management skills. This is enormously beneficial for me because as I progress through my medical career, there is an increasing demand for efficient teamwork. Active experimentation On reflection it is clear that our team worked very well together and expressed ourselves to construct an effective presentation of the chosen scenario. The Egalitarian atmosphere during the meetings was admirable, where every decision involved a vote of confidence. Nevertheless I feel as group leader I should have struck a balance between collective decision making and being more abrupt, as well as ensuring that all the tasks are being conducted well. Also in the future, fewer people could have presented the final task. A solution could have been to make a video for the role play, thereby freeing up more space for other members of the team on the stage. Overall, the IPE programme has been an incredible learning curve which has provided an insightful experience as well as an understanding of the significance of effective communication between professionals. Lastly, this experience has emphasized my weaknesses, but I have appreciated that others may have different ways of working; different skills and knowledge, which in practice contribute to the patients healthcare.

Alcohol and Alcoholism Essay -- Drinking Binge Alcoholic Effects Essay

Alcohol and Alcoholism Alcohol is a drug, but unlike the other drugs, marijuana, cocaine, heroine, and probably all the others for some reason this is socially accepted and is legal. Alcohol is bad for you and does have long term affects associated with it. Such as the long addiction to it, effects on the body, and the social interaction effects. Alcohol, and alcoholism is common in America, but drinking is more common around kids. Social drinking a term kids and drinkers have come accustom to, social drinking is defined by one standard drink per hour, and no more than 3 per day, but some people just socialize around people that drink as heavily as they do and confuse that for social drinking. Addiction to alcohol can be acquired easily if not careful, binge drinking and family history are all keys in the identification of addiction. Family history could be linked to alcoholism by finding out if your family had problems in the past with alcohol, and it is determined by studies that genes have effects on alcohol. Alcohol is a drug, but legal unlike the other drugs on the street, in my opinion drugs are all harmful to the body, and can have serious problems to you in the long run. Alcohol can effect the body in multiple ways. The tranquilizing effects of being drunk, acts like a stimulate, but is a depressant, and causes the brain to lower self control, and impairs vision, other senses and effects bodily coordination. This tranquilizing e... Alcohol and Alcoholism Essay -- Drinking Binge Alcoholic Effects Essay Alcohol and Alcoholism Alcohol is a drug, but unlike the other drugs, marijuana, cocaine, heroine, and probably all the others for some reason this is socially accepted and is legal. Alcohol is bad for you and does have long term affects associated with it. Such as the long addiction to it, effects on the body, and the social interaction effects. Alcohol, and alcoholism is common in America, but drinking is more common around kids. Social drinking a term kids and drinkers have come accustom to, social drinking is defined by one standard drink per hour, and no more than 3 per day, but some people just socialize around people that drink as heavily as they do and confuse that for social drinking. Addiction to alcohol can be acquired easily if not careful, binge drinking and family history are all keys in the identification of addiction. Family history could be linked to alcoholism by finding out if your family had problems in the past with alcohol, and it is determined by studies that genes have effects on alcohol. Alcohol is a drug, but legal unlike the other drugs on the street, in my opinion drugs are all harmful to the body, and can have serious problems to you in the long run. Alcohol can effect the body in multiple ways. The tranquilizing effects of being drunk, acts like a stimulate, but is a depressant, and causes the brain to lower self control, and impairs vision, other senses and effects bodily coordination. This tranquilizing e...