Tuesday, January 28, 2020

Ethnic Group and Diversity Essay Example for Free

Ethnic Group and Diversity Essay According to information provide by ask. com â€Å"Cultural diversity has affected society many ways. It has affected everything from how we speak to the clothes we wear and the food that we eat. † â€Å"America is widely known as the melting pot of the world. This means with immigrants coming and going so rapidly over history, we have a very diverse nation. † Some of the benefits of such a diverse nation is that we can learn from each other. We are able to learn of the languages, culture, and backgrounds of others. Having such a diverse nation allows us to see that all humans are equal. According to chacha. com â€Å"Cultural diversity best illustrates the want for equality. † This diversity that we have in the United States has allowed for so many learning experiences from each other. In the schools our children are learning from each other. Without diversity children would not learn that there are different people in the world. One of the negative impacts from such diversity is prejudice. There are groups that are still teaching children and adults that not all people are equal and this is a sad and unjust way to teach someone. What will U. S, Population look like in the year 2050? â€Å"The results of the 2010 U. S. Census project that the racial and ethnic makeup of the United States will undergo dramatic changes over the next few decades. In particular, by the year 2050 there will no longer be any clear racial and ethnic majority because the most rapidly growing number of residents in our nation today are of Hispanic and Asian descent. † This according to: The Center for American Progress. Also according to The Center for American Progress: The United States is undergoing a remarkable and profound demographic shift. Today, in eight states across our union, the majority of children are children of color. This by itself is not significant, but what is worth noting is that the very communities that are growing are the ones that are experiencing significant obstacles and disparities. Sadly, this too is unsurprising. For too long we have been watching the racial and ethnic disparities in education, employment, health, and wealth widen. We know the stories well. Communities of color suffer from high dropout rates, economic insecurity, and lack of health care while wealth gaps rise to record highs between whites and communities of color—the largest gap, in fact, since the government began publishing such data. We know so much about these challenges in part because of the comprehensive work by groups that focus on closing these gaps and in part due to the work of demographers who outline the urgency of reducing these disparities before we reach a point in American history when communities of color together make up a numerical majority. But there is a pressing need today to analyze the implications of the demographic change for local and national policy. We need to better understand how local communities are managing these changes in the face of daunting obstacles so that ultimately we can outline a positive vision of what our country could look like in 2050 if we truly work to close the gaps that exist over the next 40 years. Doing so will enable our nation to harness the full talent and drive of all our people. Progress 2050, a project of the Center for American Progress, seeks to do just that by: Working with the Center’s policy teams to create a more informed and inclusive policy agenda Exploring the implications of this demographic change for our economic, political, and cultural landscape Fostering a localized dialogue about the challenges and opportunities of diversity in communities across our country Helping craft a policy framework and narrative squarely focused on the opportunities of diversity for the future prosperity and well- being of our nation. Without open and frank discussion about the opportunities and challenges of diversity, anxieties about where our country is headed combined with the coming demographic change may generate more division and disturbing stories that counter the fundamentals of American democracy. We as a nation have been down this road before many times as wave upon wave of new immigrants, new Americans, arrived on our shores—often to face brutal discrimination and hardship. We triumphed each time, sometimes after many decades of discrimination, enabling the latest generations of Americans to assimilate and thrive, breathing new life into our economy and our democracy. But the stakes are even higher today. Today, discrimination abounds Escalation in voter suppression tactics. Hate crimes. Anti-immigrant sentiment. And a general sense across the country that our federal, state, and local governments and social and economic institutions are failing to provide the leadership needed to move us meaningfully beyond the economic crisis of the Great Recession. Progress 2050 is uniquely positioned to counter these challenges by offering an alternative. Certainly a progressive voice is needed now. We cannot allow the conversation about the future of this country to be dominated by voices on the right who advocate a very narrow definition of the American ideal. The demographic shift is a reality we must accept and embrace. And a clear vision of where we want our country to be in 2050 and how to get there is urgently needed . Working in collaboration with progressive and civil rights organizations, Progress 2050 will help devise that path forward. If there are not changes made in policies for the poorer people and not just ethnic groups, but all poor people I feel that the United States will lose chances to make a better nation. It would be better to figure out how to advance the poorer people so that they would be an investment to our own Country. Including the people that are already citizens here that were born citizens here. I know that immigrants are offered money to begin their own businesses, why not offer that to citizens that are already here as well that can not afford the cost to start their own business. † What Challenges does the United States face due to the diversity of its people? â€Å"For all the platitudes about melting pots, mosaics, and rainbow coalitions, many regard the browning of America as a profoundly disturbing trend. Miscegenation is still regarded as culturally taboo on Main Street. As recently as 20 years ago, some states still had laws in place forbidding interracial marriage. † Scott London also said â€Å"Many people complain that miscegenation waters down their culture. Some Jews, for example, blame the disintegration of Judaism on the growing rate of interfaith marriages in America. Similarly, a number of Indian tribes are concerned that thinning bloodlines will lead to the statistical extermination of their people. A century ago, half of all Indians in the U. S. were considered full-bloods. Today the number is down to about 20 percent. On Indian reservations, there is now a suicide problem among young half-breeds who dont feel sufficiently pure. Also from an article from Scott London: â€Å"As writer Richard Rodriguez has pointed out, â€Å"we have never had an especially rich vocabulary for miscegenation. † While other cultures speak of themselves as mestizos, mulattoes, and creoles, we persist in referring to ourselves using clumsy designations like Asian-American, African-American, Native American, and even Anglo-American. Curiously, the 1990 census form had boxes for white, black and other, but not for multiracial. Bureaucrats in Washington are now preparing a form for the 2000 census. It seems that as much as the United States thinks it is ready for more diversity we as a Country are not. More still must be done to include all races and ethnic backgrounds. From the way things seem one day we may just be all one big mixed race. What are the benefits of such a diverse society? There are many benefits to having such a diverse society. Some of these include learning from each other. Learning thins such as cultural differences and the why of it. We can even learn languages from each other. In a culturally diverse nation we learn that all humans are the same with just different backgrounds. Our children then do not even realize that there ever was a place in American history where others were treated as less than human. In an article by Scott London he says â€Å"As I see it, the mingling and the mixing of race is a sign that we are evolving toward a higher, more integrated state as a culture. One indication of this is the fact that, as the French theologian Teilhard de Chardin put it, union differentiates. â€Å"The smaller the differences are between people, the more they insist on them. † â€Å"Anthropologists have long observed that as people and cultures evolve, they become more and more distinctive. They dont shed the qualities that make them unique, they refine and develop them. Diversity appears to be a function of social evolution. † â€Å"Of course, diversity doesnt mean a thing if it doesnt challenge us to be more open-minded and inclusive. All too often, what passes for diversity are merely brown, black, and white versions of the same political ideology. There will always be those who overemphasize our diversity and fail to appreciate our essential unity, just as there will always be those who overemphasize our unity and fail to recognize the virtues of diversity. Its a delicate balance. Our founding fathers captured this tension in our national motto, E Pluribus Unum — from the many, one. Its the great paradox of America: what we have in common is diversity. When the founders laid out Americas first principles two hundred years ago, they took inspiration from the Iroquois Indian Confederacy. The Indian tribes modeled this principle of unity in diversity by retaining their individuality while at the same time belonging to a common network in the name of progress and mutual protection. † America can benefit from diversity when Americans are taught that all human beings are equal. Education is the key to this perfect diversity. Yes, education of our children, but why not education of their parents as well? Parents prejudice has been passed down to. How can society foster a climate of acceptance and cultural pluralism in the United States? According to: MEDIA, CULTURAL DIVERSITY AND GLOBALIZATION: CHALLENGES AND OPPORTUNITIES Zayani, Mohamed, PHDView Profile. Journal of Cultural Diversity18. 2 (Summer 2011): 48-54. Fostering an environment that is tolerant of and conducive to cultural diversity is necessary for upholding democracy in an age dominated by information and communication technologies. In democratic societies, media have been central to the democratic process, giving an outlet to diverse voices and channeling diversity into a process of democratic integration or public opinion and will formation. A free debate is necessary to reach an integrative unity, and media pluralism goes a long way toward achieving such a goal (Tehranian, 1999). In much the same way freedom of expression is important to assert cultural and individual identities, access to information is important for an active participation in decision making and contribution to democratic processes. Although media plays a vital role in society fostering a climate of acceptance and cultural pluralism in the U. S. it still must begin with education. The Government will have to begin a campaign in the nation’s schools and provide education for parents as well. Parents that have been taught prejudice and to deny acceptance and cultural pluralism. Many of these parents, especially in the South, have been taught that African Americans are a lesser human race, the same for any race or culture except the white race. The prejudice has also been taught to the African American children as well. The thinking that all White people are racist and prejudice has been passed down from generation to generation of African Americans as well as white Americans. Spanish/Mexican Americans are taught the same thing and many prejudice white Americans teach this negativity about any race that is not white. These people have some where gotten the idea that the white race is superior to any other race, this can just not be ignored by the Government. It must start with our children and a campaign for them and their parents as well. Then the media could come in at this point and focus on the greatness of such teaching. In what ways does the media perpetuate stereotyping and prejudice? Provide examples to support your assertion. â€Å"The pace with which media have been changing over the past few decades is phenomenal, to say the least. The increased global connectivity along with the convergence of communication infrastructures, media content and electronic devices have dramatically changed the way we experience media and interact with it (Jenkins, 2006). More than ever before, there has been an exponential multiplication of information and communication technologies and growth in media services and modes of delivery. For Tehranian (1999), the changes in technology, the transformation of media and the globalization of communication have a strong bearing on the ability of individuals and groups to safeguard diversity. Three interrelated types of media can be identified with different implications: Macromedia of communication (which are associated with global satellite and computer networks, trans-border data flows, scientific and professional electronic mailing, and commercial advertising) support the globalization of national markets, societies and cultures, though they privilege the power centers more than the periphery; Mesomedia of communication (such as the press, print media, audio-visual media, the film industry, and news agencies) are usually under the control of national governments or commercial and pressure groups and, as such, function mostly as agents of national integration and social mobilization; and Micromedia of communication (such as the telephone, copying machines, audio and video recorders, tapes, PCs, and the Web) have primarily empowered the centrifugal forces of dissent at the peripheries of power. They provide channels for counter-hegemonic projects of cultural resistance, socio-political participation and autonomous development. The affordability and accessibility of micromedia are not without implication on world peripheries which have increasingly been focusing on modernization, indigenous development, cultural identity, and political communication formation (Tehranian, 1999). † This from MEDIA, CULTURAL DIVERSITY AND GLOBALIZATION: CHALLENGES AND OPPORTUNITIESZayani, Mohamed, PHDView Profile. Journal of Cultural Diversity18. 2 (Summer 2011): 48-54. The effect of media is neither monolithic nor uniform. Media plays a central role in fostering the effect of the culture industry; they shape our relationship with each other. Individuals have developed a taste for what media shows, we as a nation consume what media promotes, and it seems that we as a nation act with the information media reveals, we also interpret things by what the media communicate to us. In what ways does the media help foster appreciation for diversity? Provide examples to support your assertion. Fostering an environment that is tolerant of and conducive to cultural diversity is necessary for upholding democracy in an age dominated by information and communication technologies. In democratic societies, media have been central to the democratic process, giving an outlet to diverse voices and channeling diversity into a process of democratic integration or public opinion and will formation. A free debate is necessary to reach an integrative unity, and media pluralism goes a long way toward achieving such a goal (Tehranian, 1999). In much the same way freedom of expression is important to assert cultural and individual identities, access to information is important for an active participation in decision making and contribution to democratic processes. This from MEDIA, CULTURAL DIVERSITY AND GLOBALIZATION: CHALLENGES AND OPPORTUNITIESZayani, Mohamed, PHDView Profile. Journal of Cultural Diversity18. 2 (Summer 2011): 48-54. The media helps foster an appreciation for diversity when the owners, reporters, journalists, and so forth all have an agenda to do so. We also have to look at what the owners of a station, reporters, and other employees believe themselves. If they appreciate diversity themselves then they are more likely to promote diversity. For example: Take a white reporter and give him the assignment of reporting on diversity. His report is going to be based on what he believes. If he has an appreciation for diversity then he will help to foster that. But if he is prejudice and does not support the coming together of races and cultures as well as immigration, then his report is going to reflect that. The sad thing is if his report is negative he will impact many people just due to the fact that people have their favorite news and other media channels. If he supports diversity he will win over many or at least make many start thinking about their own beliefs and feelings on the matter. How might individuals and the United States work together to reduce prejudice and increase appreciation for diversity? According to Building One Nation: A Study of What is Being Done Today in Schools, Neighborhoods, and the Workplace. â€Å"Race has played a paradoxical role in American society since the founding of the country. While our racial and ethnic diversity has been a source of great strength, it has also been our central moral challenge. Our nation has made great strides in addressing prejudice and discrimination during this century. Laws that denied citizenship to people because of their race or ethnicity have been repealed. Discrimination at the ballot box and in housing, employment, education, and public facilities is illegal. Segregated lunch counters, movie theaters, water fountains, and restrooms are no longer part of the American landscape. Racial tolerance and understanding have increased manyfold. At the same time, research and everyday experience demonstrate that discrimination continues to infest American society, resulting in lost opportunities for too many individuals. † To make changes we as individuals and the United States as a Country must work together to reduce prejudice and increase appreciation for diversity. The first thing we must do is to bring these issues to light by discussion. Without these issues being discussed by individuals and the United States it will never be addressed. We must also increase intergroup contact situations. We must create intergroup panels of mixed racial and ethnic backgrounds. From these discussions the debate must be discussed in detail among the groups. Through this discussion changes must be made in institutions, schools, churches, and other group forums. If we implement these things we must implement them to each individual group at age appropriate levels. â€Å" Educational Approaches And Strategies (K-12) A school is a natural setting in which to forge enduring bonds among children from different backgrounds. Research primarily in integrated educational situations clearly demonstrates that when individuals are permitted to deal with one another across racial and ethnic lines in cooperative, equal-status activities with plenty of room for one-on-one exchanges and with support from authority figures, there is an excellent chance that positive intergroup relations will evolve. In this section we consider numerous strategies for improving the rapport among children in Kindergarten through high school, under the following headings: Curriculum Reform Training and Retraining of Teachers School Desegregation Cooperative Learning Paired Programs Conflict Resolution Youth Leadership Training in Desegregated Settings. Diversity In Higher Education Given the level of segregation in our nations communities as well as in our primary and secondary schools, many students meet across racial lines for the first time when they reach college. Colleges and universities therefore play a pivotal role in conveying an appreciation of American diversity and in breaking the cycle of intolerance. Educational Approaches And Strategies (K-12) A school is a natural setting in which to forge enduring bonds among children from different backgrounds. Research primarily in integrated educational situations clearly demonstrates that when individuals are permitted to deal with one another across racial and ethnic lines in cooperative, equal-status activities with plenty of room for one-on-one exchanges and with support from authority figures, there is an excellent chance that positive intergroup relations will evolve. In this section we consider numerous strategies for improving the rapport among children in Kindergarten through high school, under the following headings: Curriculum Reform Training and Retraining of Teachers School Desegregation Cooperative Learning Paired Programs Conflict Resolution Youth Leadership Training in Desegregated Settings. Diversity in Higher Education Given the level of segregation in our nations communities as well as in our primary and secondary schools, many students meet across racial lines for the first time when they reach college. Colleges and universities therefore play a pivotal role in conveying an appreciation of American diversity and in breaking the cycle of intolerance. † This according to: Building One Nation: A Study of What is Being Done Today in Schools, Neighborhoods, and the Workplace. We must also intergrate neighborhoods and make them more diverse. This is another area where the United States and individuals must come together to discuss and come up with plans to intergrate neighborhoods. How might a person change their own behaviors to be more inclusive and pluralistic? People can change their own attitudes by educating themselves. They can also inter-relate with diverse groups of people, different racial groups and different ethnic groups. People can start by going to their children’s school and meeting all of the classmates. Parents can encourage their children to interact with all students in their class. When parents give their children parties they can make sure that they and their children invite individuals from all races and ethnic groups. Adults can also have intergroup relations in the workplace. If a person wants to make a change the workplace would be a great place to start. Individuals could take the initiative to have conversations with individuals of different races or ethnic backgrounds. They could start inviting those of different racial and ethnic groups to have lunch with them. There are many things that individuals can do to change their own behaviors and include multi-cultural individuals into their own daily lives. The question is Are they willing to make the change? Sources and References: http://www. americanprogress. org/issues/race/report/2011/10/18/10477/progress-2050/b http://www. ask. com http://www. scottlondon. com/articles/newface. html http://search. proquest. com. ezproxy. apollolibrary. com/docview/884629314? accountid=35812 MEDIA, CULTURAL DIVERSITY AND GLOBALIZATION: CHALLENGES AND OPPORTUNITIES Zayani, Mohamed, PHDView Profile. Journal of Cultural Diversity18. 2 (Summer 2011): 48-54. http://www. civilrights. org/publications/reports/building_one_nation/.

Monday, January 20, 2020

Irrigation as a Tool for Frost and Freeze Protection Essay -- Agricult

For years now farmers and researchers have understood the value of applying water to crops during periods when the temperature drops below 32oF (0oC). The temperature of 32oF is the freezing point of water and is the temperature at which crops start to become damaged due to the formation of ice crystals in their tissue cells. The point that this starts to occur is considered the crops critical temperature. The critical temperature usually is slightly lower than the freezing point of water and depends on the duration at the temperature. For example, in citrus the critical temperature at four hours is 28oF. This means that a citrus tree can stand a temperature of 28oF for four hours before sustaining damage. After four hours the damage is proportional to the time that the temperature remains below the critical temperature. Temperatures below 28oF for a short period of time (one or two hours) will cause only minimal damage. Temperatures over 28oF can be tolerated for extended periods of time with only minor damage (partial leaf burn, partial defoliation, etc., but no wood damage). Other factors such as stage of growth (if the plant is in early stages of growth or mature), fruit set (whether the crop is still on the plant or not), dormancy (whether the plant is actively growing or is dormant), plant water content (whether the plant is under water stress or not) and overall plant health will influence the critical temperature for a specific crop. There are three ways that water can transfer heat for freeze protection. The first way is through radiation. Water pumped from wells will be introduced into the field at a much higher temperature than the surrounding air temperature (in Florida the temperature for water coming from a well is... ...rmittent coverage. References Hochmuth, G.J., S.J. Lacascio, S.R. Kostewicz, and F.G. Martin. 1993. Irrigation Method and Rowcover Use for Strawberry Freeze Protection. J. Amer. Soc. Hort. Sci. 188(5):575-579. Miller, F. 1977. College Physics. Harcourt Brace Jovanovich, Inc. New York. Parsons, L.R., and T.A. Wheaton, 1987. Microsprinkler Irrigation for Freeze Protection: Evaporative Cooling and Extent of Protection in an Advective Freeze. J. Amer. Soc. Hort. Sci. 112(6):879- 902. Parsons, L.R., T.A. Wheaton, N.D. Faryna, and J.L. Jackson. 1991. Elevated Microsprinklers Improve Protection of Citrus Trees in an Advective Freeze. Hortscience. 26(9):1149-1151. Rieger, M., F.S. Davies, and L.K. Jackson. 1986. Microsprinkler Irrigation and Microclimate of Young Orange Trees During Freeze Conditions. Hortscience. 21(6):1372-1374.

Sunday, January 12, 2020

Marketing Plan on Product Coca-Cola

Assignment Marketing Plan On (Product Coca-Cola) Prepared by Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : 0000000 Group- Leo Marketing Management Sec-1 Submitted to Mr. Rumman Hassan Lecturer School of Business Independent University, Bangladesh 25th April, 2006 25 April, 2006 Mr. Rumman Hassan Course Instructor Marketing Management School of business IUB, Dhaka-1212 Sub: Letter of transmittal Dear Sir, It’s our great pleasure to submit you this report on Market plan of Coca-cola. We have got a great experience while working on this report. We would like to leave this report to your kind consideration for any unintentional mistake that may accuser while doing this report. We are always at your service if you want to ask us any thing about this report and it will be a great pleasure to work with you again in future. Sincerely yours Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : Group- Leo Table of Contents Page number Acknowledgement ——————————————————————— 5 Executive Summary ——————————————————————-6 Introduction —————————————————————————-7 Beginning of the project ——————————————————–7 Preface ————————————————————————â⠂¬â€7 Company Overview ——————————————————————- 7-8 History —————————————————————————7 Coca-Cola Company in Bangladesh —————————————–8 Mission Statement ———————————————————————8 Motto of Coca-Cola: ——————————————————————–9 Strategic Goals —à ¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€-9 Short term ————————————————————————9 Long term ————————————————————————9 Situational Analysis ——————————————————————– 10-14 Product Definition —————————————————————10 Brand Name of Coca-Cola ——————————————————-10 External Factors —————————————————————– 11-12 Demographic ————————————————————–11 Social Factors ————————————————————11 Political Influence ———————————————————12 Competitors —————————†”———————————12 Government —————————————————————12 Internal Factor ——————————————————————- 13-14 Human Resource Management ———————————————13 Technology —————————————————————-13 Management Levels ——————————————————–13 Financing Capaci ty ——————————————————–14 Marketing Department —————————————————–14 Brand Building Efforts ————————————————————— 14-15 Relationship Building Effort ————————————————– 14 Building Values ——————————————————————-14 Target Market ———————————â€⠀Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€15 Consumption Rate ———————————————————————-15 Strategic Group Map of competitors in the beverage industry —————16 SWOT Analysis ————————————————————————-17 Critical Success Factors ————————————————————— 17-21 Strength ————————————————————à ¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ 7-18 Patent ———————————————————————17 Own production plant —————————————————– 17-18 Research & Development ————————————————-18 High market share ——————————————————–18 Brand image ————————————————————– 18 Weakness ————————à ¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€- 18-19 Don’t sell on account ——————————————————18 Less motivation down stream ———————————————-19 Insufficient advertisement ————————————————-19 Not skillful village distributor ———————————————19 Overconfidence in their product ——————————————-19 Opportunity ———————â⠂¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€-20 High growth rate ———————————————————-20 Huge local market ——————————————————–20 Acceptance of Pet bottles ————————————————–20 Good relationship with the distribution channel —————————20 Good relation with the Government —————————————20 Threats ——————————†”——————————————21 Other existing company —————————————————21 Good taste of competitors ————————————————-21 Political instability ——————————————————–21 Better professional promotion of competitor ——————————-21 Maslow’s Hierarchy of Needs ——————————————————–22 Marketing Mix ————————————————————————– 22-26 Product ————————————————————————–22 Price ——————————————————————————23 Distribution Channel —â €”——————————————————24 Promotion ———————————————————————– 24-26 Promotional activities of Coca-Cola —————————————24 Sales Promotion ———————————————————–25 Advertising —————————————————————-25 Public Relation ——————————————à ¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€26 Strategy Alternatives ——————————————————————26 Strategy Recommendations ———————————————————-26 Brand Element Choice Criteria —————————————————– 27-28 Exorability ———————————————————————–27 Meaningfulness ————————————————————â €”—27 Transferability ———————————————————————28 Adaptability ———————————————————————–28 Protect ability ———————————————————————28 Marketing research ——————————————————————-29 General objective ——————————————————†”———29 Specific research ——————————————————————-29 Data collection ——————————————————————29 Bibliography: ————————————————————————-29 Acknowledgement First of all, we would like to thank our lecturer Mr. Rumman Hassan; we are grateful to him for his cooperation in preparing this report. His proper guidance & helpful attitude help us to make this report. We like to thank Mr. M. A. Majed manager (statistics) of Tabani Beverage Company limited from whom we collected all the information. We offer special thanks to Mr. Shah Suja of Abdul Monem Ltd who really helped us by giving some information, which is required for our project. We also like to thanks Mr. Mustafir rahman who is a student of IUB & at the same time he is a distributor of coca-cola in Maymanshig districts who helps us to provide information. Executive Summary More than a billion times everyday, thirsty people around the world reach for beverages for refreshment. All around the world, drinking beverage is like an entertainment for people. Soft drinks are considered as consumer products. All round the world we can see a different marketing phase used by the beverage producing companies but in Bangladesh it is a little different. The companies do not directly sell their products to the end consumers. Companies such as Soft Drinks (Coca-Cola, Pepsi, RC-Cola, Uro-Cola, Virgin, etc), Mineral waters (Fresh, Mum, ACME and etc), Juices (Pran, Danish, Sezan, etc) are dependents on the distribution channels for making their products reach the final consumers. As the companies are not making the people aware about their beverage through directly selling it to them, they use other media and means to make its customers know about their products. They use the advertisements as one of the most important promotional tools. Along with advertisement they also use other promotional tools. We have done a study on Coca-Cola Company with the aim to learn about the different marketing prospects in Bangladesh and our selected product is Coca- Cola. Like always the company is doing quite well although at the current moment RC-Cola is dominating the market a little more than Coca-Cola. Still Coca-Cola has more market share than its competitors. Coca-Cola has an effective marketing and advertising campaign. As the company does not have that skillful village distributor they cannot reach out to a lot of people. There are lots of recommendations which are provided for the improvement of the functionality in the marketing sector The company’s investment in local communities in over 200 countries totals billions of dollars in jobs, facilities, marketing, purchase of local goods and services and most importantly the local business partnership. Introduction Beginning of the project We are students of MKT-302 â€Å"Marketing Management†. Our faculty Mr. Rumman Hassan, Lecturer, School of Business, Independent University, Bangladesh has assigned to us this report writing as a part of our course study. We are sincerely thankful to him for assigning or group such type of a project work in a group of four members. Preface In the past we had only two foreign companies in the production of beverages. One is Coca-Cola Company and the other Pepsi. In the recent years there is a change that we all can see. Some newer companies have entered into this market. Still Coca-Cola is holding on to its position in terms of its market share and market position. Like always it has got the same tremendous response from the people in Bangladesh. Previously it used to dominate a little more than what it does today. After the introduction of RC-Cola, a sister concern of Partex group they have seen a little down fall in their market share. As people are getting more choice many of Coca-Cola’s customers have diverted to RC-Cola beverages. Still with the company’s ever attracting advertise they have been able to hold on to most of its customers. They also serve to their customers the best quality beverage. Company Overview History The first company that conducted its operation in the soft drink industry was Coca-Cola. They brought a new revolution in the history of the world. Coca-Cola was established in May 1886 when a pharmacist Dr. John Styth PEMBERTON first produced syrup in a three-legged brass pot in Atlanta, Georgia backyard. Coca-Cola first bottled in 1894. Large scale bottling was only possible in 1899. They marketed and distributed the product in specific territories. Coca-Cola Company in Bangladesh Even before our independence of Bangladesh the Coca-Cola Company has started its operation in Bangladesh. Coca-Cola started its operation under a franchise agreement. In Bangladesh there are two franchisees conducting operation on behalf of Coca-Cola Company. One is Tabani Beverages Company Ltd and the other Abul Monem Ltd. Tabani Beverage was established in 1963 at 257, Tejgaon, Dhaka. It had a rated capacity of 50 BPM on and acre land area. After independence, in 1972, the plant was handed over to Bangladesh. Freedom fighter welfare trust under the ministry of industry with the increase of gradual market demand in 1985 transferred and newly installed the plant with an increased capacity of 250 BPM at Mirpur on seven acre land area. In 1993 a new plant with 500 BPM capacities was established just beside the previous plant. Now the total production line capacity of the company is app. 830 BPM. Tabani beverage produces 175 ml, 250 ml, 50 ml and 1000 ml glass bottle. They supply Coca-Cola drinks to Dhaka and Rajshahi divisions. Other than Tabani beverage the other franchisee of Coca-Cola Company is Abul Monem company ltd. In 1982 Abul Monem started their operation after they acquired the plant of K. Rahman & Company. In 1987 the company made an aggressive move to expand their market. They installed new H & K bottling line along with and installed capacity of 450 BPM at Comilla. Furthermore they company established another plant Chittagong. The state of the art bottling plant with an installed capacity 600 BPM is the most modern plant in the country and is equipped with the straight-line-technology from KHS German. Abul Monem produces the PET Bottles, CANS and GLASS Bottles of a newly introduced product. Mission Statement Respect for labor and a human right is the fundamental to Coca-Cola Company’s principles for conducting business around the world. We treat our employees in more that 200 countries in which we do business in fairness, dignity with respect. Or bottling partners and we operate in accordance with local laws and contribute to the communities. Ultimately, a company’s identity is measured by how it connects with people and with the world around it. That is why The Coca-Cola Company’s mission is articulated as a promise. The Coca-Cola Company exists to Benefit and refresh everyone it touches. All of our success, both past and future, is a product of this promise. Our growth hinges upon our ability to build and nature relationship-with consumers, customers, bottling partners, suppliers, government agencies, communities, employees and share holders. Further, as we help to build thriving communities all around the world, we seek to ensure a healthy and sustainable marketplace for our beverages-today, and far into the future. Motto of Coca-Cola: Through out the history of the world’s most popular soft drink, advertising for Coca-Cola has followed the trends of time. Coca-Cola’s advertising slogans are memorable and create lasting impressions. Since the first slogan was introduced in 1886 ‘Delicious and refreshing’. The overall theme has been refreshment- one of the pleasant things in life, distinctive and available nearly everywhere. Motto followed the lead to make Coca-Cola the best known soft drink in the world. Today, motto for Coca-Cola and the company’s other products are carefully aimed towards individual tastes while understanding the universal appeal of refreshment. And very appropriately, the company has globally launched its new motto Theme –â€Å"Enjoy Coca-Cola†. ‘Coca-Cola motto’, the world’s best-known consumer product demands the talents of professionals in many different areas. The mottos that has used till now are: â€Å"Dil thanda to duniya thanda† Strategic Goals Short term To create Quality, Service, Cleanliness and Value in their current product† Long term To acquire the position as a market leader of the beverage industry in Bangladesh by producing & serving high-quality and high value-added soft drink. Situational Analysis Product Definition Coca-Cola is consumer product because final consumer for personal consumption buys it. It also falls under the category of Convenience product, which requires very little planning, Little Comparison, low customer involvement, low price. It widespread distribution at convenient place makes it easier for the consumer to purchase the product. Coca-Cola has different sizes. They have 1 liter glass bottle as well pet bottle. Coca-Cola also has 175 ml and 250ml glass bottles. In addition, they also have 1. 5 liter of pet bottle and in the recent past they introduced into the market 2 liter pet bottle coke. It has also 250ml of can coke. Brand Name of Coca-Cola Coca-Cola Has become one of the most popular and widely known Brand roduct in the world It has high brand equity, and because of its high brand loyalty, name awareness, Perceived quality, strong brand association and other assets such as patent trademark and channel relationship. The Coca-Cola brand is value at $ 70 billion. Here we are dealing with tow most important situational factors- External & Internal factors. Some important determinants for this situation analysis are as follows: |EXTERNAL FACTORS |INTERNAL FACTORS | |1. Demographics |1. Human Resource Management | |2. Social Factors |2. Financial Capacity | |3. Political Influence |3. Technology | |4. Competitors |4. Management Level | |5. Government |5. Marketing Department | Table 1: situational factors External Factors Demographic Demographic is the study of people’s vital statistics such as their age, race, ethnicity and location. It is an uncontrollable factor in the external environment. Demographic is very important for marketing managers. After survey we find that teenagers are the prime consumer of Coca-Cola products, rather than the people at the age group of 60. Coca-Cola does not have an effective and fast distribution channel in the villages of Bangladesh. Their competitors have an upper hand in this zone. From the demographic point of view we have done a survey on the population who consume more Coca-Cola. |Age Limit |Percentage of Consumer | |Below 10 |10 | |11-15 |20 | |16-20 |23 |21-25 |18 | |26-35 |14 | |36-45 |11 | |45 and above |04 | |TOTAL |100 | Table 2: Source [Tabani beverage Ltd] Social Factors The most difficult external factors for marketing managers to forecast control or incorporate into marketing plans is the social factor. Social factors include our attitudes, values and lifestyle. According to the company’s mission statement or other statements it is clear that they do not use any such ingredients (e. g. Alcohol), which, contradict to our perception, values of Islamic religion or any other norms, and believes. Political Influence In Bangladesh hartal is a part of our life. Like all other third world counties we have political problems too. The marketing manager of Coca-Cola Company generally sells Coca-Cola 8,000 cases (1 case = 24 bottles) per day but during hartal time the company faces a great loss as they cannot transport their products to the market. Other than hartals they seem to have lesser problems regarding the political condition of Bangladesh. Competitors Pepsi is a very powerful brand name and is one of the biggest competitors of Coca-Cola. They compete with Coca-Cola throughout the world and it is no different in Bangladesh. At the current moment RC- Cola is a very big brand name in Bangladesh and is the greatest rival for Coca-Cola in Bangladesh. Mountain Dew is a new brand and is a threat for Coca-Cola. RC beverages with the brand image that Partex holds in this country RC beverage easily became a big competitor for Coca-Cola. RC’s market share is increasing which in not a good sign for Coca-Cola. Mineral water such as Mum, Fresh, ACME also a competitor of Coca-Cola. Different kinds of Juice also compete with soft drinks. Government Coca-Cola has been in business in Bangladesh for a long time but still today there is no record of the company being in any conflict with the government. Coca-Cola always tries to follow the government rules and regulation and they always pays the government the taxes and tariffs while bringing in their raw materials from their Parent Company. Internal Factor Human Resource Management Human resource management refers to the system that influences employee’s behavior, attitudes and performance. The roles of the Human Resource in Coca-Cola Company are as follows: †¢ Change Agents †¢ Choose a Strategic Partner †¢ Expert Administration Body †¢ Recruit Skilled and Efficient Employees Technology Like all other companies, for Coca-Cola, technology is the most important factor. Coca-Cola uses very high-tech machines for its production. In 1993 a new plant with 500 BPM capacities was established just beside the previous plant. Now the total production line capacity of the company is app. 830 BPM. In 1987 the Abul Monem Company installed new H & K bottling line along with and installed capacity of 450 BPM. The state of the art bottling plant with an installed capacity 600 BPM is the most modern plant in the country and is equipped with the straight-line-technology from KHS German. Management Levels Coca-Cola Company has three management levels: †¢ Strategic level: The Production Procedure, HRM, Store, Finance, Quality Control is all under his control. Technical Level: They are responsible for the administration, production, sales & distribution of Coca-Cola products. Under production department they have quality managers; under brand manager they have brand officer and marketing officer. †¢ Operational manager: They are responsible for the distribut ion of the products and are responsible for al operational activities. Financing Capacity From the financial report of 2002 and 2003 we can conclude that the company has a very good and sound financial capacity. Coca-Cola has a very high level of income. Moreover they are successfully conducting their business all over the world. Marketing Department All their distribution & sales promotion falls under this department. Coca-Cola Company has the marketing intelligence. They do a survey in all over the market situation and then they decide what step they should take. During the off seasons the marketing managers takes some promotional activities and uses few strategies to maintain their economic growth rate. The promotional strategies they use are like giving gifts, coupons, scratch cards etc. Brand Building Efforts Relationship Building Effort As the world's largest bottler of liquid, nonalcoholic refreshment, we operate in markets with dramatically different consumer preferences, product delivery systems, economic conditions, and marketplace opportunities. Despite these variables, Coca-Cola Enterprises meets the needs of local customers and communities throughout its diverse territories with a strong commitment to local, community-based marketing and superior marketplace execution. These concepts, combined with our firm belief in a decentralized operating structure that places responsibility and accountability as close as possible to the customer, clearly distinguishes Coca-Cola Enterprises from other bottlers. Building Values The people of Coca-Cola Enterprises are the heart and soul of our business, building relationships with our customers and our consumers in the communities we serve. By putting people first, we hope to create value for everyone touched by our Company. We strive for an atmosphere in which all employees are comfortable being themselves – offering ideas, making suggestions, expressing views, and appreciating our shared and unshared differences – regardless of their age, race, gender, nationality, ethnicity, religion or sexual orientation. Target Market From the above table we can see that Coca-Cola Company’s main target audience is the teenage people (16-20). They aim their advertisement mostly at them. Then they target the age group of 11-15. They are also quite a significant consumer of Coca-Cola products. They hardly target the aged people. Their target is between the ranges of 11-35 years old population. Consumption Rate Figure 1: Consumption rate of Coca-Cola & other brands No matter how hot or â€Å"cool† the flavor feud becomes this summer; Coke won't be sweating it too much. Coca-Cola up 30 Tk to 40 Tk, the world's largest beverage maker, is still comfortably perched in its slot as the local market leader, according to Beverage Digest. Currently market share of product Coca-Cola is 23%. Comparing to other beverages Coca-Cola is the market leader product brand. Strategic Group Map of competitors in the beverage industry Figure 2: Strategic Group Map of competitors in the beverage industry Products in adversely affected strategic groups may try to shift to a more favorably situated group. Here in beverage industry entry barrier is low that’s why too much product are available. Currently Coca-Cola, Pepsi, RC-cola, Virgin cola stands in same strategic group. Here Coca-Cola is the leading product of the beverage market industry in both market share and revenue generation. Pepsi has 2nd largest market share but its revenue generation is less than RC-cola. RC-cola has low market share comparing Coca-Cola and Pepsi but revenue generation is high. In Beverage industry upper 10, RC orange are the worst revenue generation product. Mum mineral water has demand but that’s market share is also low comparing to Coca-Cola. In this figure u see strategic gap. No company wants of reached their product in that position because it is not possible low market share with high volume of revenue. On the other hand no company wants for a product with high market share but low revenue generation. SWOT Analysis Strengths |Weaknesses | |Patent |Do not sell on account | |Own production plant |Less motivation down stream | |Research & Development |Insufficient advertisement | |High market share |Not skillful distributor | |Brand image |Over confidence on their product | |Opportunities |Threats | |High growth rate |Other existing company | |Huge local market |Good taste of competitor | |Acceptance of pet bottles is higher than |Political stability | |bottles |Better professional promotion of other | |Good relation with distribution channel |competitor | |Good relation Govt. | Table 3: SWOT Analysis Critical Success Factors Strength Patent Patent is most important and powerful strength of Coca-Cola Company. It’s an intangible asset for the company. Coca-Cola Company is a very well established group not only in Bangladesh but also all through out the world. They have a strong brand image all over the world and the same follows in Bangladesh. First half of the Coca-Cola Company is trade marked as â€Å"Coca†, so nobody can use this name. Patent is their powerful strength because its carries their image as one of the most reputed producers of beverage in the whole world. Own production plant: Coca-Cola Company has their own production plant in Bangladesh-Tabani Beverage established their own production plant with the capacity of 250 BPM, and beside that they newly installed higher capacity of 500 BPM. So they don’t need to depend on others. They only import the Syrup from the patent company & produce it for production. Another franchisee, Abdul Monem Company Ltd. started bottling line with the capacity of 450 BPM. Furthermore, they installed the most modern bottling plant capacity of 600 BPM from KHS German. Research & Development: They have well-established research & development department where they research over their existing product concentration & try to develop it. They also do researching on different taste of their products. They have highly qualified employees for their research & development dept. High market share: They are the most prominent manufacturers among all the beverage company in Bangladesh. They have higher market share than their competitors. Coca-Cola captures a market share of 26% where as the other products of Coca-Cola Company has very little share compared to it. Their greatest rival in Bangladesh is RC-Cola, which has a market share of only 19%. This shows that Coca-Cola Company has a high market share. Brand image: They have the most dominant brand name all over the world; they made their image for their brand name â€Å"Coca-Cola†. Whenever people think about soft drinks, the first name that comes into their mind is Coke. This shows how popular they are and how strong is their brand image. Weakness Don’t sell on account: Coca-Cola Company doesn’t sell on account, whereas other companies like selling on account to their dealers. For not selling on account their profit margin tends to go down. Also, they are loosing their dealers and distributors. Other companies are attracting those distributors and as distribution channel is the only way that the company can use to reach its final consumers they are facing serious problems. Less motivation down stream: They are very steady flow motivators for their product. They motivate but not so strictly, mean not maintaining the time period†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ [Need more] Insufficient advertisement: In our country, Coca-Cola does not have enough advertisement promotion. Thus their competitors are professionally more advanced than them. Their customers are not properly informed. They think that their brand name would always do the trick for them. Due to less advertisement promotion they are behind their competitor. We hardly can find any advertisement of Coca-Cola in villages. So, many of the customers of that parts of Bangladesh are not having Coca-Cola. Not skillful village distributor: Coca-Cola does not have a good and skillful village distributor. Coca-Cola products can hardly be seen in village areas. Their advertisements are also hardly seen in those areas. The distributors are not promoting Coca-Cola products in villages, which their competitors are. Their distributors do not have outlets or any other such facilities, which could be promotional for the company’s products. Overconfidence in their product: Just from the point mentioned above we can know that the company has overconfidence over their product. As they are the first beverage producers in the world and has a very strong brand image and patent, the company thinks that they will be able to sell their products without too any promotional activities. Coca-Cola does not have too much advertisement and are also not willing to sell their products on account to their dealers. As such they do not have that good distribution channel outside Dhaka city. They think people would buy their products because of its brand name. Opportunity High growth rate: From its very inception in Bangladesh, Coca-Cola has a very potential market in our country because of its international reputation, quality and high acceptance among people of all ages. Coca-Cola does not have that good distribution channel outside Dhaka but now they are trying to get hold of better distributors and thus the village people can have access to their products. So it can be seen that in the near future they can have even a greater market share than today. Huge local market: The selling activities of Coca-Cola are very high in the local market than other existing company. They capture the whole market by giving the best quality to their customer and dealing professionally. Acceptance of Pet bottles: Coca-Cola launched attractive pet bottles, which is accepted by the entire customer, as it is portable and people are willing to buy these pet bottles rather than the bottles. So their effort to launch pet bottles is successful. Good relationship with the distribution channel: Coca-Cola Company and its distributor have a very good relationship with each other. They supply their product according to their needs. They promote their distribution channel through discount & allowances. They serve their dealers on time. Good relation with the Government: Good relationship with the Govt. is very important for any company to run its business. Threats Other existing company: The other rising companies are becoming threat for Coca-Cola. Opening of one company decreases 1% market share each year. Today RC Cola is a very reputed beverage producer and with their attractive advertisements and distribution channels they are at this moment in a better position then Coca-Cola and it is a big threat to them. Not only RC Cola but Pepsi, Virgin and euro lemon are also in this business. This means that consumers have more options to choose. Good taste of competitors: The other beverage company’s product is also coming up with the different taste like; mountain dew, URO cola with lemon, Fizz- UP, Pepsi has but Coca-Cola Company does not have any product like that in our country. So that it’s been a great threat for Coca-Cola. Political instability: Like all other companies Coca-Cola also faces a lot of problems regarding the political situation of our country. The political instability creates a lot of problems in the production of goods. Due to hartals, the transportation of their products is affected a lot. Better professional promotion of competitor: Competitors are becoming very professional with their advertising. RC Cola has designed a very attractive advertisement. They are using all well-known models like Nobel and Reshmi, who is an Indian model, for heir advertisements. Not only RC-Cola but also other beverage producers are using models and jingles for their advertisements. Coca-Cola on the other hand does not have that many advertisements an as such is being threatened by its competitors. There is a possibility that their competitors would capture greater market share through advertisements. Maslow’s Hierarchy of Needs In 1943, Abraham Maslow first published his famous â€Å"Hierarchy of Needs† to explain what energizes and directs human behavior. It is no accident that very successful brands, such as Coke, appeal too many of Maslow’s deficiency and growth needs and that these needs are linked to powerful emotions: †¢ Physiological Needs (Coca-Cola quenches thirst and hunger. It is† delicious†& â€Å"refreshing. †) †¢ Safety/Security Needs (Coca-Cola is safe to drink worldwide. It is unchanging: â€Å"Classic Coca-Cola. †) †¢ Belongingness Needs (You are part of a large group of people who love Coca-Cola. ) †¢ Esteem Needs (Coca-Cola is recognized as a premium soft drink worldwide. It also call to mind memories of â€Å"special times and places. †) †¢ Aesthetic Needs (All Coke ads and designs have a sense of order and beauty. †¢ Self-actualization Needs (On the Coca-Cola web site, there are many stories on how Coca-Cola has deeply affected people’s lives) Marketing Mix Product Our selected product is Coca-Cola. Coca-Cola has different sizes. They have 1 liter glass bottle as well pet bottle. Coca-Cola also has 175 ml and 250ml glass bottles. In addition, they also have 1. 5 liter of pet bottle and in the recent past they introduced into the market 2 liter pet bottle Coca-Cola. It has also 250ml of can Coca-Cola. What's in a Coca-cola †¢ Carbonated Water †¢ High Fructose Corn Syrup †¢ Caramel Color †¢ Phosphoric Acid †¢ Natural Flavors †¢ Caffeine Price The retail price of the beverage products are given below: Product Item |Quantity per pack |Price | | | 250 ml. |12. 00 Tk | |Coca-Cola |500 ml |20. 00 Tk | | |1000 ml. (Pet) |40. 00 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | | | 250 ml. |12. 0 Tk | |Sprite |500 ml |20. 00 Tk | | |1000 ml. (Pet) |40. 00 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | |Fanta | 250 ml. |12. 00 Tk | |RC- cola | 250 ml. | | |500 ml |10. 00 Tk | | |1000 ml. (Pet) |18. 00 Tk | | |1500 ml |35. 00 Tk | | | |45. 00 Tk | |Pepsi | 250 ml. |12. 00 Tk | | |500 ml |2 0. 0 Tk | | |1000 ml. (Pet) |40. 00 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | |7 up | 250 ml. |12. 00 Tk | | |500 ml |20. 00 Tk | | |1000 ml. (Pet) |40. 0 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | |Mum |500 ml |10. 00 Tk | | |1000 ml |20. 00 Tk | |Sezan juice |250 ml |15. 00 Tk | |Pran juice |250 ml |12. 00 Tk | Table 4: Source [Tabani beverage Ltd] Distribution Channel Figure 3: Distribution Channel The company will establish an extensive distribution channel for all brand of coca-cola company to make it available throughout the country. It will build six distribution centers (Agent) in the six divisions of Bangladesh: Dhaka, Chittagong, Sylhet, Rajshahi, Khulna, and Barishal. From these distribution centers, they will supply the coca-cola & other brands to different districts dealers. From dealers, the sales representatives will supply retail shops (small and mega) on the basis of their demand. The small traders will purchase Coca-Cola directly from the dealers. Promotion Promotional activities of Coca-Cola Promotion means activities that communicate the merits of the product and persuade target customers to buy it. According to Coca-Cola promotion is one of the major tools of marketing. A good way of promoting a product not only helps to influence and motivate people to buy it but also give a good impression about a company and it products. Sales Promotion Sales promotion includes marketing activities-other than personal selling, advertising, and public relations- that stimulates consumers, trade and dealer effectiveness. Sales promotion can be aimed at end consumers, trade customers, or company’s employees. Coca-Cola offers all of these sales promotions every year for various purposes. Coca-Cola s sales promotion tools include free samples. Sales promotion is generally a short run tool used to stimulate immediate increase in demand. Frequently Coca-Cola uses sales promotion to improve the effectiveness of their promotion mix ingredients, especially advertising. Research shows that sales promotion complements advertising by yielding faster sales responses. Advertising Advertising is a form of impersonal, one-way mass communication paid for the sponsor. Many different media may transmit it. Examples include television, radio, newspapers, magazines, books, billboards etc. Coca-Cola does advertise by these media as well. The Coca-Cola advertising usually follows a campaign process that consists of five phases: †¢ Determining the advertising objectives †¢ Setting the campaign budget †¢ Determining the message to be transmitted to the target market †¢ Selecting the message vehicle and †¢ Evaluating the campaign Advertising is one of the most important promotional tools among the promotion mix of a company, which is used in order to convey their message along with visual effect. Coca-Cola is number one global brand in soft drinks items. So it also uses media advertising in order to capture full market coverage through out the world. In case of any sort of advertising campaign or slogan i. e. he central theme of ad is the most important part advertisement along with its storyboard. In fact, ad campaign communicates the product message to its target customers. Public Relation Concerned about the public images, Coca-Cola often spend large sum of money to build a positive consumer i mage. Public relations are the marketing function that:- †¢ Evaluates public attitudes †¢ Identifies the policies and procedures of the company and †¢ Executes a program of action to earn public understanding and acceptance. A solid public relations program can generate favorable publicity also. Thus Coca-Cola now spends huge money in the game field such as football and cricket, Sponsoring for charity shows etc. Organizing the ‘Asian Test Cricket Championship’, Coca-Cola Companies of Bangladesh paid Tk4, 000,000 approximate only for the final match of this tournament. Strategy Alternatives †¢ Maintain existing strategies †¢ Consolidate resources to focus on the soft drink market and divest of other businesses such as fruit drinks †¢ Leverage brand equity and financial resources to accelerate global market penetration with a view toward long-term profits Strategy Recommendations †¢ Focus on global market expansion †¢ Leverage brand equity and financial resources to dominate the global market †¢ Consider divesting of fruit drink lines and then reallocating resources to dominate the global soft drink market Brand Element Choice Criteria Exorability Brand Element |Criterion | |Brand Name |Coca-Cola can be easily recalled and recognized | |Slogans |â€Å"Coca-Cola Enjoy† â€Å"Always Coca-Cola† â€Å"Pio Saar Uthake† â€Å"Thanda M atlab Coca-Cola† â€Å"Dil Thanda to | | |Dunia Thanda† â€Å"Thandar naam Coca-Cola† can be chosen to enhance brand recall and recognition | |Jingles |Jingle can be also memorable | |Package |Attractive color with different packaging which contain all the information to make the package | | |memorable one | |Logos & Symbol |Unique logo and style of it by using red and white color that creates attraction to it’s | | |consumers mind | Table 5: Source [Tabani beverage Ltd] Meaningfulness Brand Element |Criterion | |Brand Name | Name of Coca-Cola has come from coco leaves and cola nut. | |Slogan |Its slogan has excellent meaning which can convey a message to build association | |Jingle |Its jingle carries distinctive message to its customer | |Package |Its packaging color convey the meaning of joy and pleasure | |Logo & Symbol |Its logo & symbol is unique and different from its competitor | Table 6: Source [Tabani beverage Ltd] Transferability Brand Element |Criterion | |Brand Name |Coca-Cola is globally accepted Brand | |Slogan |Its Slogan is easily acceptable through out the world | |Jingle |Jingle is transferable according to the culture of the host country | |Package |Packaging color and style is attractive through out the world | |Logo & Symbol

Saturday, January 4, 2020

Small Group Instruction Reduces Student-Teacher Ratios

Small group instruction usually follows whole group instruction and provides students with a reduced student-teacher ratio, typically in groups of two to four students. Whole group instruction is a teaching method where the teacher provides direct instruction to the whole group—usually a class. By contrast, small group instruction allows teachers to work more closely with each student on a specific learning objective, reinforce skills learned in whole group instruction and check for student understanding. Small group instruction gives students more of the teachers focused attention and a chance to ask specific questions about what they learned. Teachers can use small group instruction to intervene with struggling students as well. The Value of Small Group Instruction In part because of the increased popularity of programs such as Response to Intervention, a strategy for early identification and support for students with learning and behavior needs, small group instruction is now commonplace in most schools. Teachers see the value in this approach. Student-teacher ratios have always been a factor in school improvement conversations. Adding small group instruction on a regular basis can be a way to improve that student-teacher ratio. Small group instruction gives teachers a natural opportunity to provide targeted, differentiated instruction for small groups of students. It gives the teacher an opportunity to evaluate and assess more closely what each student can do and build strategic plans around those assessments. Students who struggle to ask questions and participate in a whole group setting may thrive in a small group where they feel more comfortable and less overwhelmed. Furthermore, small group instruction tends to proceed at a fast pace, which typically helps students maintain focus.​ Small group instruction can occur in groups of students with similar academic needs or in cooperative groups of students with diverse abilities, putting higher achieving students in the role of ​a  peer mentor. Small group instruction encourages student involvement in lessons and can help them learn how to work well with others. The Challenge of Small Group Instruction Small group instruction makes it more challenging to manage the other students in a classroom. In a class of 20 to 30 students, you may have five to six small groups to work with during small group instruction time. The other groups must work  on something while they wait their turn. Teach students to work independently during this time. You can keep them occupied with engaging center activities designed to reinforce skills taught during whole group instruction that do not require further instruction and free you to focus on one specific small group.   Take the time to establish a routine for small group instruction time. Students need to know what you expect of them during this class period. Making small group instruction work may not always be an easy task, but with commitment and consistency, you can make it effective. The preparation time and effort become worth it when you see the powerful opportunities it provides, paying big dividends for your students. Ultimately, a high-quality small group instruction experience can make a significant academic difference for all of your students, regardless of their level of achievement.