Changing of America and humanity’s responsibility to society

The challenges of the twenty-first century, whether economic or environmental, cultural or biological will require new methods of thinking and behaving at both the individual and social levels. There must be an emphasis on changing the perceptions, particularly in twenty-first century America, which many people have about the nature of personal responsibility and personal empowerment. While it seems obvious enough to say, as Barack Obama asserts that new generations of Americans are â€Å"waiting for a politics with the maturity to balance idealism and realism, to distinguish between what can and cannot be compromised† (Obama, 42) the ramifications of such a politics of maturity and realism extend to many important areas of American society including economics, technology, and philosophy adn religion. What is necessary for America to meet the challenges of the future is a social cultural acceptance of the fact that responsibility, and not merely the pursuit of self-interests, is a path to personal empowerment. This last statement may seem contradictory to many Americans. A great number of people view themselves in purely materialistic terms and want what they can get out of society without taking any personal responsibility for the consequences. For some people, life holds no meaning outside of its material dimension and this loss of meaning in American culture has consequences beyond the immediately personal: The loss of meaning[†¦ ] is a product of modern thought. From Marx and Freud to neuroscience and evolutionary psychology, western thought has systematically undermined responsibility. We have no choice, we are constantly told, because of economic forces, our unconscious, or our genes. Yet, at the same time, we live in a world that presents us with endless choices. (Sardar) As strange as it sounds, the only way to break the cycle of endless anxiety over our limitless freedom is by accepting responsibility for the choices we make. This is a kind of paradox in American society, â€Å"We want to have it both ways, and so we end up confused and cynical. Our obsession with individuality and self-interest further erodes personal and collective responsibility† (Sardar) which means, the less one begins to value their own existence the less responsibility they will feel for their actions. To accept responsibility is, in itself, to accept that life is meaningful and to accept that life in meaningful is an act of self-empowerment. we must learn to understand that â€Å"Freedom is both a gift and a challenge. It has value only when we respect it and enhance it individually and collectively. And when we exercise it with responsibility. † (Sardar). In this way, a change in the basic philosophical vision present in American culture may help us to begin to make inroads against the challenges which face us in the new world. As Barack Obama points out, economics in the twenty-first century no longer function along the same models they had embodied for years. He writes that â€Å"In this more competitive global environment, the old corporate formula of steady profits and stodgy management no longer worked† (Obama, 156). What Obama is driving at with this statement can be considered an aspect of â€Å"humanizing† economics, a must-needed step for America in the twenty-first century. By accepting responsibility for our actions we will understand the connections between the injustices and disparities in society and the damages which have been inflicted upon the environment. Though some of our challenges may be economic and some may be based in moral and ethical issues, the unifying factor is always: human responsibility. We begin to understand ourselves much more clearly and understand our challenges more clearly when we admit that we live in a world which â€Å"desperately needs fixing and in which denial is seductively easy and cheap, at least for a time. We must acknowledge and seek to understand the connection between poverty, social injustice, and environmental degradation. † (Orr 89) Barack Obama's insistence that the new economics has paved a way clear of the old economics which stressed only self-interests and profits is a key to understanding the kind of view of business and corporate responsibility which will have to be embraced in American society as we move forward to accept our responsibilities and meet the challenges of the future. Instead of viewing purely money and material growth as the only forms of â€Å"profit† in business, corporations of the future will begin to realize that â€Å"business behavior and government policy toward business requires, more than ever, an appreciation of the firm’s human dimensions, the dimensions left out of the neoclassical theory† (Tomer 1). The future corporation will accept responsibility for its actions and view itself as shaped by not only â€Å"market forces but by societal ones† (Tomer 19) and in so recognizing other forms of â€Å"success† and â€Å"profit† namely, the maintaining of ethical and environmental standards which contribute to the overall growth and well-being of humanity may over-ride present-day obsession with self-interest and materialistic profit. If Barack Obama's writings in â€Å"The Audacity of Hope† are any real indication of the politician of the future — or the President of the future — it si clear that America still has the capacity to grown adn recognize leaders who can summon a bold-enough vision as well as present workable solutions to meet the challenges we have at least partially created for ourselves.

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Non-CSD beverage: Non-CSD beverage Coke and Pepsi are attacking these categories themselves, each trying to become a â€Å"total beverage company. † Will this approach lead to brand dilution? Do CPs risk becoming a less profitable business if they do not extend the brand? No good answers yet to these questions: Pepsi, so far, has had more success and has been more aggressive with non-CSDs. 7/20/2011 32 Session led by Prof. J. K. Mitra, FMS, Delhi Non-CSD beverage: Non-CSD beverage The business model for non-CSDs is somewhat different from the classic CSD model (pp. 1-14) The supply chain and bottling requirements add complexity to the value chain, compared with the relatively simple CSD model. 7/20/2011 33 Session led by Prof. J. K. Mitra, FMS, Delhi Non-CSD beverage: Non-CSD beverage The basic principles of the business remain the same: Coke and Pepsi own the brand and control product development; Dedicated bottlers leverage economies of scope in distribution (selling to same outlet, same trucks). There are exceptions—e. g. , Gatorade is delivery through food wholesalers. As niche products, non-CSDs carried prices and margins that are higher for everyone in the value chain. /20/2011 34 Session led by Prof. J. K. Mitra, FMS, Delhi The Implications of Bottled Water: The Implications of Bottled Water Will Coke and Pepsi be able to repeat their success with CSD in the water segment, or will a new competitive dynamic emerge? (page 14) 7/20/2011 35 Session led by Prof. J. K. Mitra, FMS, Delhi Bottled Water: Bottled Water Repeat of CSD New (less attractive) Industry Structure Economies of scale in advertising Hard to create brand loyalty Barriers to entry in distribution Highly fragmented, competitive structure Similar economics of concentrate firm High price sensitivity Little differentiation (e. . , taste) 7/20/2011 36 Session led by Prof. J. K. Mitra, FMS, Delhi Bottled Water: Bottled Water Unless Coke and Pepsi can generate brand loyalty and establi sh their brands, water is more likely to become a commodity-like product, where despite the scale and barriers in distribution, most of the profits will be extracted by the distribution channel (retailers) rather than by the concentrate companies or (especially) the bottlers. 7/20/2011 37 Session led by Prof. J. K. Mitra, FMS, Delhi Summary of the Case:Summary of the Case 1. One of the clearest examples on how firms can create and exercise market power. 2. To really understand the opportunities for strategy, we have to look at the underlying economics of the firm and the industry, and its related (upstream and downstream) parts. Without understanding the economics of the CP and bottler, we cannot understand the motivations and the likely success of moves like vertical integration. 7/20/2011 38 Session led by Prof. J. K. Mitra, FMS, Delhi

Analysis On Nike And Feasibility Of Imc Plan Marketing Essay

Analysis On Nike And Feasibility Of Imc Plan Marketing Essay Executive Summary Marketing processes as we are conversant with are an integral part of any organization and it undertaking. The sole purpose for any given business organization is to produce products and service so that it can be sold in the market and reaches consumer. Marketing is one of the process undertakings within the organization at the operational level with a purpose. Strategically speaking, any forms of marketing have their own benefits and limitations. However, in the current scheme of things, we can reasoned herein that marketing endeavor of corporation have undergone tremendous change at all level. There are also various tools and marketing tactics that organization exploit for the sole consideration of befitting organizational processes and its marketing endeavor. The purpose of this report is to discuss the central theme of ‘IMC Plan in a major organization† and to link it with the concepts and theoretical meaning of the subject. We are of the opinion th at the concept of integrated marketing communication is hugely in practiced amongst marketers for the sheer element attached to it. But what are the IMC processes at play concerning Nike? For that reason, this report also attempts to analyze the many feature and meaning fo IMC and its various tools that si at play. Besides, Nike is also considered as the organization to comprehend upon the realms of IMC and its meaning and how far the company IMC has been effective on a global scale. Besides, the report in parts also accumulates the very essence to reflect upon the entry of Nike in UAE and to identify the features of IMC at play in UAE undertaken by Nike. Introduction The concept of integrated marketing communication can be understood as a discipline of marketing communication and its planning that integrates the comprehensive values of marketing tools to the advantage of the organization and its marketing endeavor. To top it all, the practice of integrated marketing communication a lso helps companies and marketers to come out with a comprehensive and strategic outline of marketing and communication strategy that is often believed to provide clarity to messages, as well as clarity and total impact of communicated messegges that is seamless. (Yeshin, 1998, p. 68) Thus, we believe that the basis for any marketing endeavor that corporations undertake is to create a value chain internally and externally for its products and services. The creation of value chains thus requires a comprehensive integration and practices of marketing channels that is seamless across boundaries and to some extent the use of comprehensive marketing tools and communication forms. Objective of the Study & Issue in Consideration There are innumerable issues when it comes to the factor encompassing integrated marketing communication.soe of the probable issue to be identified can be looked in respect of the following: How has mass media contributed to the factor encompassing Integrated marke ting Communication? Does the factor attached to the changing aspects of communication in the current scenario have its influence on the factor encompassing how integrated marketing communication is carried out?

BHE 314 Mod 4 SLP Environmental Health and Safety Essay

BHE 314 Mod 4 SLP Environmental Health and Safety - Essay Example In the result, bacteria, parasites, and different germs are mixed with beach water, which results in different illnesses. Individuals with diarrhea and vomiting problems are one of the major causes of water contamination. Secondly, it is noted that irregular bowel movements of children are also a major cause of contamination of beach waters. (WHO, 2003) Another main factor that contributes to beach water contamination is sewage water that mixes in the beach water and results in millions of bacteria in the water. Feces and urine are some of the components of human waste that consist in sewage water. Although the United States has effective sewage treatment plans; however, network of pipes often malfunctions and results in the leakage of such contaminated water in recreational waters and beaches. Studies have indicated that a waterborne protozoan, Cryptosporidium parvum emerges in after contaminated sewage-water mixes in beach waters. Even after much advancement in innovative scientific methods, it is very difficult to eliminate the emergence of abovementioned protozoan from water, which causes a number of waterborne diseases. In the year 2000, existence of abovementioned bacterium affected hundreds of U.S. residents that visited recreational water beaches. In the month of July 2001, the same bacterium affected more than fifty-two people that were exposed with the same protozoan at a recreational beach. (WHO, 2003) Every year, hundreds of complaints are registered regarding the waterborne illnesses that are caused after visiting recreational water facilities in different parts of the country, and therefore, it is important that effective steps should be taken to eliminate the factors that cause such contamination. Experts have indicated that humans are exposed with contaminated water in recreational beaches through different routes. During swimming, swimmers accidentally drink contaminated water that

World of work silver-organisational awareness Essay - 1

World of work silver-organisational awareness - Essay Example From the feedback, I have learnt that it is easier to use culture and factors as the key guiding principles for the external analysis of the organization. Thus, using a SWOT analysis facilitates in determining the strengths, weaknesses, opportunities and the threats that an organization has towards the social based factors. Further, having a well-developed topic for research will assist to make it easy to achieve success in the research process. This occurs because the answering of the topic comprises of the details essential for the achievement of success. I will use the experience to create a chance for identification and evaluation of the organization that I need to work in the future. Such is because entering into an organization without knowing the functions and activities of such organization may prove challenging to me. Hence, having awareness on the organization activities will create an effective opportunity of understanding the nature of the organization and the need for ensuring that it is easy to achieve organization success. It also ensures that I am able to identify the right organization based on personal dream and

Strategic management module Assignment Example | Topics and Well Written Essays - 1250 words

Strategic management module - Assignment Example In addition, further discussion will analyse the reasons why merger and acquisitions sometimes fail despite their implementation as primary aspects of strategic growth. Morgan Sindall group is one of the leading construction and regeneration companies in the UK. The organization is divided into five major divisions: fit out, construction and infrastructure, affordable housing, urban regeneration, and investments. The company undertakes both public and private work projects. Its key subsidiaries include Overbury, Lovell, Morgan Lovell, Morgan Sindall investments and Morgan Ashurst. According to its 2013 fiscal report, its annual sales amounted to $ 3454.1M with a net income of $24.9M which marked an income growth of 50% for the year 2013 (Morgan Sindall Group Annual Report, 27-29). According to Simerson, corporate strategy refers to the processes by which an organization creates value through synergy and coordination of its principle operations (p. 17). The primary goal of corporate strategy is to map the ways by which an organization will attain growth by adding value and enhancement of competitive advantage over rival business firms in the industry. According to Grunig and Richard, development of corporate strategy consists of six elements: organization, businesses, resources, coordination, control and competitive advantage (p. 37). Consequent synchronization of these six elements leads to synergic combination of the chief functional activities that ultimately result to optimum capture and creation of value in an organizational environment. Some of the key tasks in corporate strategy entail acquisition of new business, formulation of investment priorities, implementation of efforts to boost performance and identification of the mechanism of achieving busines s synergy. Morgan Sindall plc has established itself a wholesome provider of construction services and affiliated activities. This is exhibited the company’s subdivisions which

Criminal justice Essay Example | Topics and Well Written Essays - 500 words - 6

Criminal justice - Essay Example The application of GIS will increase and enhance criminal analysis capacities and law enforcement operation. Law enforcement agencies have been using GIS since early 1970s (Albert & Leipnik, 2003). In 1970s, technological advancements in the field of computers made computerized pin mapping available only to large police agencies. These systems were complex and required mainframe computers in order to be operational. The development of client server technology in 1980s made it possible for GIS to be obtainable at inexpensive cost. However, it was in 1990s when GIS technology progressed because of strong, efficient personal computers that were capable of handling considerable amounts of data. When implementing GIS, the organization will require efficient and enhanced computer systems to manage the rising number of records in their database. It will be essential to provide the staff with consistent power backup, archival gadgets and software, good quality printer having the ability to give color prints, user responsive GIS mapping software (Asbell, 2003). The law enforcement agency will be required to buy and install several copies of the mapping and provide it to the crime analyst. Advance computer networks will be required in order to connect to its own local network as well as countrywide network in order to distribute and share the data in all the existing departments of the organization (Burns, Leipnik, & Evans, 2003). This will enable all crime analysts to exchange data and examine all the reports. The computer system has to be aided with Computer Dispatch System to make the records management efficient and operational (Messina & May, 2003). The purpose of GIS is to successfully handle and control resources; offer enhanced and improved situational alertness, make more knowledgeable and up to date assessments in an appropriate manner, increase planned and functional planning, effective communication, understanding the crime in a

DISCUSSION REPLY Essay Example | Topics and Well Written Essays - 500 words

DISCUSSION REPLY - Essay Example Supporters of the Replacement Model do not believe that interbreeding was common or likely and would not be relevant on an evolutionary level (Clarke, 1-2). There is no perfect theory. The only disagreement that I have with this theory is that it so staunchly argues that interbreeding is not a factor in the origins of modern humans and their populating of the planet. I think that may be a bit short sited. This would be entirely believable if the distinction between the African stock was vastly superior to the products of evolution that has occurred in Europe and Asia. However, if there were enough similarities and interaction it seems inevitable that inbreeding would most certainly occur. This favors the Partial Replacement Theory (Clarke 2-3). However, either perspective is stronger than the idea that all human developed only in Africa and is solely the result of mass migration. Most people have been taught that Neanderthals were the quintessential â€Å"cave-man.† Slow moving, slower thinking, and died off due to an inability to adapt, allowing Homo sapiens to become the ultimate dominant species of Hominid. However, modern researchers are changing that perspective and putting the myth to rest that Neanderthals were slow-witted and little or no real interaction with the African Modern humans migrating into Europe and Asia. Recently remains were discovered that confirm that inbreeding between did occur between Homo sapiens and Neanderthal. This lends credence to the theory that Partial Replacement took place. Neanderthal is presently being found in the modern populations of human beings throughout Asia and Europe at a ratio of %1to %4 presences of Neanderthal ancestry (Viegas 1). The skeletal remains found date back 30,000 to 40,000 years ago; they belong to an individual who shows cranial signs of inherited traits of their mixed heritage. For example, the lower jaw is neither jutting as in

Religion and Culture Intertwined Essay Example | Topics and Well Written Essays - 1750 words

Religion and Culture Intertwined - Essay Example Like language, religious practices can vary through time, as they reflect the needs of the people, may it be on the intellectual level or spiritual level. Culture, as in arts, politics, economics, and gender norms, also change to reflect the needs of the people. Not only that, religion as a unit of culture greatly affects those other units since religion is a very powerful force. In fact, religion is the major force in major changes in humanity, as faith usually guides most people’s decisions (Neihardt, 2000), like in politics and economy, even if they say it’s completely logical. Thus, one cannot say that religion is separate, or bigger than culture; no one can either say that culture is independent and greater than religion. They are both interrelated and they both affect each other, as demonstrated in this paper. Culture is generally defined as a total of learned, socially transmitted behavior. A society also means a large group of people living in the same territory , independent of other people and having a common culture. Sometimes, societies resist ideas that seem to be threatening to their own values. It’s impossible for societies to be all the same, but there are cultural universals that help societies interact with each other. These universal are modified means to meet the basic need for food, shelter, clothing and reproduction. Examples of cultural universals are marriage, laws, sexual restrictions, folklore, dancing, etc. These actions are understood in almost all kinds of societies, although they are expressed in a variety of ways. Religion is also a cultural universal. 86% of the world population belongs to a certain religion. Religion has been found long ago, over 100,000 years, as soon as civilization started, to provide explanations about origin, purpose and deaths of humans. Religion is a â€Å"societal glue†. It gives a society ultimate values that make up a social system that hold the people together and integrate people as well. The integrative function of religion is especially apparent in preindustrial societies. In these societies, relationships, harvesting of crops, leadership are all governed by religious laws. For example, crops would be blessed by God, sacrificing is done to please the Gods so that the harvest would be plentiful (Neihardt, 2000). These activities rule people’s behavior too, making religion a veritable aspect of culture. This is very evident in Native American culture. Their society was preindustrial. Although it was preindustrial, their culture was quite developed. They have integrated social structures at the time and they also have sophisticated technology. When discussing Native Americans, people have this notion that they are savages. This is untrue; the whole notion developed because the history books were written by the European conquistadors who had that opinion. Native Americans inhabited the Americas before the Europeans came and colonized it. There we re various tribes scattered across America and these tribes have specialties that help them in their activities, like hunting and farming (Neihardt, 2000). They are very diverse. Native American religions bind them together, and although they have many different tribes, their religions are quite similar. The common aspect is dualism. They have one God for their creation story, which is the Creator; and they have different gods per tribe. This creator guides them on how to live their lives, teaches how to behave according to their culture, etc. Other characters in their religion are the deities. These are spirits that control the

Mission, Vision and Stakeholders Essay Example | Topics and Well Written Essays - 2000 words

Mission, Vision and Stakeholders - Essay Example 6). In order to assess the operations of Better Place from the perspective of its stakeholders, it is important to assess the foundation on which the organization has been established. Being a part of the automobile industry, the business plan of Better Place is based on a revolutionary and visionary ideology which aims to challenge the conventional dynamics of automobile development by intending to establish a countrywide network of electric cars. The company’s program rests on the teachings of social entrepreneurship, which in this particular case aspires to lessen and gradually eliminate the automotive industry’s reliance on oil through the incorporation of research and development efforts (Etzion and Struben 2011, p. 2). Stakeholders Indeed, Better Place exists in the business because it believes that change is the most fundamental need of the automotive industry and it is possible to inspire this change by cooperating with the stakeholders of the organization. By a ssessing the environment in which the company operates, its stakeholders can be identified as follows: 1) Israeli government 2) National electric utility 3) Car manufacturers 4) Battery companies 5) Venture capitalists and Investors 6) Potential customers of electric cars 7) Local authorities 8) International firms 9) International Governments – United States, Japan, Canada, Denmark and Australia Stakeholder Mapping In order to conduct an effective analysis of Better Place’s stakeholders, the tool of stakeholder mapping can be implemented to 1) highlight the level of stakeholders’ interest in favoring or contesting a strategy that is forwarded by the firm and 2) identify the extent to which the organizations stakeholders have the power to do so (Johnson, Scholes and Whittington 2008, p. 156). The key benefit of categorizing the firm’s stakeholders on the basis of the variables of power and interest is that such knowledge is critical to the formulation of strategy as it reveals the firm’s true dependency on its stakeholders. The diagram presented below demonstrates the stakeholder mapping for Better Place. A: Minimal Effort B: Keep Informed Local authorities C: Keep Satisfied Venture capital firms Potential customers of electric cars D: Key Players Israeli government National electric utility International governments and firms Car manufacturers Battery companies Referring to the diagram, venture capitalists firms and potential investors must be kept satisfied with the progress of the project in order to ensure that continued funding is provided by the firms in the third and subsequent rounds of funding. The key players in the venture are external actors namely the Israeli government, international governments and firms. The feasibility and viability of the project is greatly dependent upon the establishment of partnerships with organizations such as the Big Three auto manufacturers in Detroit as well as Toyota which have acce ss to a customer base that would be otherwise inaccessible to Better Place. A concluding assessment of the diagram demonstrates that Better Place exhibits dependency upon external partners who must be convinced regarding the viability of the venture to sustain long-term associations. Topic 2 – Industry and Scenario Analyses Porter Five Forces The assessment of the in which Better Place operates draws from the forces which exist in the automobile industry, the personal transportation industry and the EV market in specific. Discussing the current scenario with regards to the development of electric and fuel-efficient vehicles, Etzion and Struben

War Is Good or Bad for the Economics Essay Example for Free

War Is Good or Bad for the Economics Essay Consider the following in your answer: 1. What are the advantages and disadvantages of various methods of war financing? 2. What are the costs imposed on the economy by engaging in war? 3. Provide an example from US History; analyze the effects on economic institutions in the long run after a war. 1. In war, there are various economic benefits. First, all economic resources are being used, both goods and services. The unemployment rate hits the floor and there are goods being manufactured faster and more. Thus, this boosts GDP and increases the AS curve, due to the mass production of the goods. There may be the disadvantages of too small of a workforce, or after the war is done, coming back to the previous economic state may be difficult. 2. The population may fall, as wars take a toll on that factor. Also, to support the massive cost of the war, the government may have to take loans from other countries leading to a deficit. If the country loses the war, then there may be further financial repercussions, as we saw with Germany in the World Wars. 3. The second World War is the foremost example of such an economic turn. Stuck in the Depression, Americans needed a way to exonerate themselves from the suffering and poverty, and couldn’t find it. With the second world war and the need for goods and services, employment rose, as did spending, kickstarting the economy and getting it rolling again. This is a major example of an economic state being changed positively due to the war.

Remote Sensing Bathymetry of Coral Reefs

Remote Sensing Bathymetry of Coral Reefs

Branding in FMCG Goods in Changing Economic Conditions

Branding in FMCG Goods in Changing Economic Conditions An energetic person in field of marketing with knowledge base of B.E mechanical Post graduate Diploma in Business management played a very important role for my thesis. He has an experience of more than tow years in Sales and Marketing, at Excell elevators and currently working at IIPM Ahmedabad, as a Senior Research Associate. Perfection and proper direction are his two keys to achievement for any work. Without his best guidance for this thesis, it would have been possible to complete this thesis. Sir, also helped me out in solving my queries related to the thesis. His immense knowledge in marketing field has helped me to a great extent to complete my thesis. His humble approach towards every students, gives a great encouragement to work with him. As a thesis guide he helped me out in every possible way he could. I specially thank him for taking out his precious time for helping me out in completing my thesis. RESEARCH METHODOLOGY: Research always start with a question or a problem. Its purpose is to question through the application of the scientific method. Its a systematic and intensive study directed towards a more completed knowledge of the subject studied.  · Primary Research: 1. Interaction with customers by filling up questionnaires 2. Interview with Marketing manager 3. Total sample size which is taken into consideration for research is 100 respondents  · Secondary Research: 1. Books 2. Internet 3. Articles and Magazines 4. Project Reports and News paper PREFACE Branding strategy : Every organization has a brand, whether they have consciously developed or not. A brand is an expectation or a promise of experience. Whether that expectation is trusting, authoritative, innovative, brands are the short hand for describing the way a business, organization, product, services, or a person relates to its stake holders. The way to build a strong to put their customers and their needs at the center of the every decision the organization makes. Overtime the customer centric action creates the differentiation in the marketplace and build an emotional connection with the customers. The process of managing brand as assets begins with the understanding the brand from the customers point of view. What image, reputation, perception does each customer and stake holder maintain that can be capitalized or corrected. Managing brand as assets also requires a considerable effort to measure and quantify the impact of the brand on customer, their decision, and the companies financial performance. BRAND STRATEGY: Brand strategy is the plan for the company how it is going to create the value for the customers by building its brands strength and addressing its weakness. Brand strategies manifest product innovation, graphic design, store layout, customer service and many other components of the brand experience. The strategy provides the foundation for development of brand building program and typically includes brand objective, consistent brand name and identity systems, target audience and positioning, key communication messages and prioritization of brand touch points. The recent global slow down as sent everyone in a tizzy. From financial institution to manufacturing industries, everyone has faced the heat of the slowdown. In this scenario I have taken up the matter of the Branding Strategy which is being applied in the FMCG sector. What kind of changes were applied or not and what were the strategies brought in to tackle the slowdown is the matter of study. Different companies have tried to tackle the situation by bringing in new changes in their branding strategy. Some organization may not have required to change their strategies in the market. It may be because of their strong market presence, brand loyalty or strong financial performance. Here some cases of the companies and their brand will be studied thoroughly. It will be seen that what kind of changes were made or no changes were made in the marketing strategy LITERATURE REVIEW A Brand is not a by-product, an ad-campaign, a logo, a spokesperson or a slogan. It is the differentiating identity and the most important reason for customers, employees, stake holders to do the business with you. In a real sense its a firms most important asset. The new era has come, where innovation is the only way to stay in the market. Whether be it a product, an ad-campaign or marketing strategy innovation is the tool to survive. But the recent recession gives us a thought, should the Branding strategy that is being applied remain the same? The answer can be found looking at different cases. It may be necessary to look after the branding strategy to be applied in a different manner even if the current branding strategy is alright and doing good to fetch the business in the market. Because sticking to the old branding strategy may not always be a big hit. As earlier said innovation is very much important. INTRODUCTION: Recession Marketing Success Requires Boldness Over the years hundreds of studies have been conducted to prove companies should maintain advertising during a recession. In the 1920s advertising executive Roland S. Vaile tracked 200 companies through the recession of 1923. He reported in the April 1927 issue of the Harvard Business Review that the biggest sales increases throughout the period were rung up by companies that advertised the most. After World War II, Buchen Advertising, Inc. decided to plot the sales of a large number of advertisers through successive recessions. In 1947, it began measuring the annual advertising expenditures of each company. When they correlated the s with sales and profit trends before, during and after the recessions of 1949, 1954, 1958 and 1961, they found that almost without exception sales and profits dropped off at companies that cut back on advertising The conclusion of six more recession studies by the group present formidable evidence that cutting advertising in times of economic downturns can result in both immediate and long-term negative effects on sales and profit levels. Meldrum Fewsmiths former Senior VP, J. Welsey Rosberg reports â€Å" I have yet to see any study that proves apprehension is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or enlarge their overall marketing and advertising efforts in times of business downturns will get the edge on their hesitant competitors. Their studies also discovered that after the recessions ended, those companies continued to insulate behind the ones that had maintained their advertising budgets. In 1979 another study by ABP/Meldrum Fewsmith, covering the recession of 1974-75 and post-recession years, showed similar findings. They found that â€Å"companies which did not slash advertising expenditures during the recession years (1974-1975), experienced higher sales and net income during those two years and the two years following than companies which cut ad budgets in either or both recession years.† In an economic downturn, there may be a inclination to give up on new thoughts and thinking, and just hunker down, until the worst is over. But, what if this is really our chance to observe new possibilities? If freaking out doesnt make your numbers improve (and at this point you can lead a consumer to your product, but you cant make her buy), what might happen when you use that brainwave space to identify and integrate consumer trends you never actually noticed before? Possibly amazing things. Take Reena Janas quick hit Businessweek article and video with David Rockwell, architect/branding expert/set designer, as an example. He commented on hotel design, which has been on my mind a bit lately too. One of Rockwells thoughts: what about holding cooking classes in hotel kitchens? Such design thinking is worth a little hotelier attention these days, given the convergence of trends in staying home, cooking more, and being with family. What else, physical space or otherwise, is primed for such â€Å"transformability,† as Rockwell called it? Cooking classes in a hotel kitchen could serve consumers and add value on so many levels but without this â€Å"what now† sense of doom we feel, such ideas might never surface. Given extreme limitations, creative thinking is forced to be that much more bold, even as the solutions become more streamlined. Heres another example of transformability, in my mind: Consider how Subaru is handling the current â€Å"discount† season, with their â€Å"Share The Love† philanthropic campaign. Rather than promoting money-back at loan signing or one of the other classic year-end strategies for a car dealer, they kept within the tight parameters, learned more about their consumers and thought quite in a different way. What their research found was that a generous donation would very much resound with the types of people whod be considering a Subaru buy right about now. Inspiring customers into a car purchase during a downturn, and doing good at the same time? Wow. A tried and true, established auto industry tradition turned on its ear transformed! Without an extreme impetus to fill a void of ideas in a difficult consumer environment, such a concept might never have surfaced. If design thinking and transformability emerges only when long-established industries with entrenched business practices and ethnicity get hit this hard maybe we have something to be thankful for after all? This overwhelming bad may have opened a few more of us up to a very clever, possibly unusual and thereby all the more noticeable leveraging of consumer development. Theres a great deal of pluck and drag about the loss of fizz at Pepsi and questionably at Coke, as well. Both companies face declining sales of their flagship brands and have used to greater or lesser success predictable ways to mask the elementary issue: Fewer people are buying less and less of these iconic brands. conservative wisdom says do two things at once: Buy up more trendy beverages, like waters, sports and energy drinks; and work really, really hard to strengthen the base brands. So, Pepsi hires Peter Arnell (of Tropicana Disaster fame), fires its long-time ad agency and creates a proposal that calls for marketing its wares at the real me. According to BusinessWeek, the challenge was to make Pepsi as culturally relevant as the iPod. Good luck with that, Peter. The temptation of course is honest: Wouldnt it be great if brown, sugary water could be as cool as the latest touch screen gadget? Gosh, it would be great. However, its not going to happen. So rather than sending marketing execs on cool hunts for design inspiration, heres a more daunting trek: Take a look at what other brands have done, what Coke and Pepsi have to do to each other. Grow share in a declining market. It would be so great to imagine that theres something to be done with either of these brands that could forge an entirely new category of experience and therefore consumer behaviors the way the iPod has. But the truth is theyd learn much more by taking a commuter flight to Winston-Salem, N.C. Its so very transgressive to even suggest it, but the only people who have spent time trying to wrestle for share in declining markets are the tobacco brands. (a) FMCG SECTOR (i) Global Perspective: The FMCG industry, or alternatively named CPG, abbreviation for Consumer Packaged Goods, deals mainly with the production, distribution as well as marketing of packaged goods for all consumers. The Fast Moving Consumer Goods (FMCG) has to do with those consumables which are regularly being consumed. Among the first activities of the FMCG industry there is selling, marketing, financing, purchasing, and so on. Recently this industry has also launched in operations, supply chain, production, general management, etc. The wide range of consumable goods provided by the FMCG industry turns over a large amount of money, while competition among FMCG manufacturing is become more and more fierce. Investors are putting more and more into the FMCG industry, especially in India, where the FMCG industry is the fourth largest sector, having a total market size of more than US$13.1 billion, and still estimated to double by 2010. In New Zealand as well, the FMCG industry accounts for 5% of Gross Domestic Product (GDP). Some common FMCG product include food and dairy products, glassware, paper products, pharmaceuticals, electronics, plastic goods, printing goods, household products, photography, drinks etc, so here coffee, tea, greeting cards, gifts, detergents, soaps etc are all included. The factors that made the FMCG industry a highly competitive one are low operational cost, solid distribution networks, and emergence of new FMCG companies. In addition, the growth of the worlds population is another responsible factor for the huge success of this particular industry. Some of the leading FMCG companies all over the world are Sara Lee, Nestlà ©, Unilever, Procter Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Mars etc. Not only does it provide the necessary goods for day to day life, but the FMCG industry has also created tremendous job opportunities and careers. It is a stable, varied, and highly profitable industry, and the jobs it provide range from sales, supply chain, finance, marketing, operations, human resources, development, general management, and so on. Recruitment has also grown together with the growth in the FMCG sector: * The working force within FMCG manufacturing in the UK accounts for 14% of the total workforce in UK; * Sales in the FMCG industry accounted for  £14.5 billion in 2000, spent on non-food UK products alone, in grocery retail sectors in UK; * In 2000 the non-food FMCG market in UK, raised to  £110 billon. Including sectors such as Food, Drink and Pharmaceutical the output registered by FMCG accounts for 19% of the UKs GDP i. Indian Perspective: The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of dollar 13.1 billion. It has a strong MNC, presence and is characterized by a well established distribution network, intense competition between the organized and unorganized asegments and low operational cost. Availability of key raw materials, cheaper labor costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from $11.6 billion in 2003 to $ 33.4 billion in 2015. Penetration level as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to converts consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product cat egories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around $28 billion of investment in the food processing industry India has enacted policies aimed at attaining international competitiveness through lifting of the quantitative restrictions, reduced excise duties, automatic foreign investment and food laws resulting in an environment that fosters growth. Cent per cent export oriented units can be set up by government approval and use of foreign brand names is now freely permitted. Automatic investment approval including foreign technology agreements within specified norms, up to 100 per cent foreign equity or 100 per cent for NRI and overseas corporate bodies investment, is allowed for most the food processing sector except malted food, alcoholic beverages and those reserved for small scale industries. 24% foreign equity is permitted in the small scale sector. Temprorary approvals for imports for test marketing can also be obtained from the Director General of foreign Trade. The evolution of a more liberal FDI policy environment in India is clearly supported by the successful operation of some of the global majors like PepsiCo in India. The Indian government has abolished licensing for almost all food and agro-processing industries except for some items like alcohol, cane sugar, hydrogenated animal fats and oils etc. and items reserved for the exclusive manufacture in the SSI sector Quantitative restrictions were removed in 2001 and Union Budget 2004-05 further identified 85 items that would be taken out of the reserved list. This has resulted in a boom in the FMCG market through market expansion and greater product opportunities. TRENDS AND PLAYERS The Indian FMCG sector is the fourth largest sector in the economy and creates employment for three million people in downstream activities. Within the FMCG sector, the Indian food processing industry represented 6.3% of GDP and accounted for 13 per cent of the countrys exports in 2003-04. A distinct feature of the FMCG industry is the presence of most global players through their subsidiaries (HLL, PG, NESTLE) which ensures new product launches in the Indian market from the parents portfolio. Demand for FMCG products is set to boom by almost 60 per cent by 2010 and more than 100 per cent by 2015. This will be driven by the rise in share of middle class from 67% in 2003 to 88 percent in 2015 The boom in various consumer categories, further, indicates a latent demand for various product segments. For example, the upper end of very rich and a part of the consuming class indicate a small but rapidly growing segment for branded products. The middle segment, on the other hand, indicates a large market for the mass end products. The BRICs report indicates that Indias per capita disposable income, currently at $556 per annum will rise to $1150 by 2015-another FMCG demand driver. Spurt in the industrial and services sector growth is also likely to boos the urban consumption demand. HOUSEHOLD CARE The size of the fabric wash market is estimated to be $ 1 billion, household cleaners to be $ 239 million and the production of synthetic detergents at 2.6 million tones. The demand for detergents has been growing at an annual growth rate of 10 to 11 per cent during the past five years. The urban market prefers washing powder and detergents to bars. The regional and small un-organized players account for a major share of the total volume of the detergent market. PERSONAL CARE: The size of the personal wash products is estimated at $989 million: hair care products at $831 million and oral care products at $537 million. While the overall personal wash market is growing at one per cent, the premium and middle end soaps are growing at 10 per cent. The leading players in this market are HUL, NIRMA, Godrej and Reckitt Colman. The oral care market, especially toothpastes, remains under penetrated in with penetration below 45 per cent. The industry is very competitive both for organized and smaller regional players The Indian skin care and cosmetics market is valued at $274 million dominated by HUL, Colgate Palmolive, Gillete India and Godrej Soaps. The coconut oil market accounts for 7 per cent share in the hair oil market. In the branded coconut hair oil market, Marico and Dabur are the leading players. The market for branded coconut oil is valued at approximately $174 million FOOD AND BEVERAGES The size of the Indian food processing industry is around $65.6 billion, including $ 20.6 billion of value added products. Of this, the health beverage industry is valued at $ 230 million: bread and biscuits at $1.7 billion: chocolates at $73 million and ice creams at $188 million The size of the semi processed ready to eat food segment is over $1.1 billion. Large biscuits and confectionery units, soya processing units and starch glucose sorbitol producing units have also come up, cater to domestic and international markets. The three larges consumed categories of packaged foods are packd tea, biscuits and soft drinks. The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose for. Indian hot beverage market is a tea dominant market. Consumer s in different parts of the coutry have erogenous taste. Dust tea is popular in southern India, while loose tea is preferred in western India. The urban rural split of the tea market was 51:49 in 2000. Coffee is largely consumed in southern states. The size of the toatla packaged coffee market is 19600 tonnes or $87 million. The total soft drink market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during offseason. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season. RURAL MARKETS : SMALL IS BEAUTIFUL By the early nineties FMCG MARKETERS HAD D OUT TWO THINGS 1) Rural markets are vital for survival since the urban markets were getting saturated. 2) Rural markets are extremely price sensitive Thus, a number of companies followed the strategy of launching a wide range of package sized and prices to suit the purchasing preferences of Indias varied consumer segments. Hindustan Unilever a subsidiary of Unilever, coined the term nano marketing in the early nineties, when it introduced its products n small sachets. Small sachets were introduced in almost all the FMCG segments from oil, shampoo, and detergents to beverages Cola major, coke brought down the average price of its products from around twenty cents to ten cents bridging the gap between soft drinks and other local options like tea, butter milk or lemon juice. It also doubled the number of outlets in rural areas from 80,000 during 2005 to 160000 the next year almost doubling its market penetration from 13 per cent to 25 percent. This along with greater marketing, led to the rural market accounting for 80 per cent of new coke drinkers and 30 per cent of its total volumes. GLOBAL BRANDING: I. Introduction In this day and age, consumers automatically recount a product to the name of a particular brand. More specially, the status of the said brand tends to trigger signals of whether a product is cost-effective, superior in quality, or even connect to a particular social status. Numerous studies have maintained that brands have become powerful tools in modern marketing. It has become one of the major factors that consumers consider in their purchasing decisions. Any commercial organization knows this as a fact. That is why they are inclined to place their attention to brands and the demands of the consumers. It has become an requisite component of the marketing operations of the modern organization. For existing multinational companies, having a global brand name has been massively helpful in expanding their operations the world over. Presenting their products and services as the top alternative in the market nowadays is not enough to ensure the success. In this era where the consumer is independent, every company needs to build a brand that will be universally familiar in any market. Companies seek to establish a global brand with the ends of acquiring a bigger market share and a better position in the market. Though it is a common belief that having a global brand name equate to success in terms of business, there are still existing issues that comes with it. This paper will be considering the minutiae of establishing a global brand name. Similarly, the key reasons why this is being considered by most, if not all, companies will be taken into account along with the other alternatives that these companies have in marketing a global product. II. Marketing Under a Global Brand Name The term â€Å"global brand† is often interchanged with the term â€Å"global product.† However, there are studies that pointed out that the two are completely different terms. Basically, a global product connotes merchandise sold all over the world that share standardized attributes. This means that these products have a propensity to have a uniform set of characteristics and normally take on common brand names. On the other hand, a global brand tends to characterize the identity and image close to a specific product. More importantly, it is the blend of both tangible and intangible attributes that constitute a global brand. Recent studies of global branding designate that the said concept is subject to the view of the individual consumer. More specifically, the more recent views of international branding strategy tend to reflect the demands of the consumers. As puts it, these global brands are subjected to the global culture. In its simplest terms, global culture pertains to a set of consumer tastes and values. These tastes and values do not necessarily share the same standards and often show conflict with one another. Thus, global brands have to take on a certain level of flexibility in their operations. In its face value, this seems quite a daunting task for any company. However, this does not stop them from seeking to establish a global brand name and take on in global branding strategies. Why? The reason is that despite these complex concerns of the consumers, these brands have become embedded in their consciousness. The bottom-line is that, despite their best efforts, consumers cannot ignore global brands. The following parts will discuss the other advantages that companies enjoy in operating a global brand. A. Creation of Demand on Other Countries One of the advantages of having a global brand is the possibility of demand spillovers. This means that the marketing efforts held in a particular country could essentially multiply out to markets of other countries. Basically, the image of the global brands encapsulates this advantage. The concept of brand popularity and the country of starting point often establish this type of demand spillover. Share this suggestion of demand of global brands. Mainly, they call this element of global brands as the â€Å"global myth.† Simply put, demand of global brands tends to provide the consumers a feeling of having a â€Å"global identity† or having a feeling of being a â€Å"citizen of the world.† Studies on the effect of brand popularity on the company maintained that it has major implications on its market share. In the study of they pointed out that the company acquires benefits from brand popularity. One benefit is that having brand popularity provides the consumers more confidence in their purchasing decisions with particular reference to giving the implied assurance that a popular brand is better than the alternative. Another benefit of brand popularity is the association of assessment to the product. Coined this dimension of global brands as â€Å"quality signals.† Thus, issues of price of the product with a global brand are often regarded as â€Å"reasonable† because of its perceived high value among consumers. B. Strategic Appeal Another perceived reason why organizations seek to establish a global brand is because of its strategic appeal. Indicated in their study that global brands tend to have more opportunities than their equivalent in the local markets. This is supported by the earlier studies on the markets in the US, Japan, and EU.Noted that global brands offers companies an efficient way of exhausting its resources. More specifically, maintaining global brands tend to offer the possibility of lower costs and having the highest quality product. Aside from the earlier fact pointed out on the demand spillover, a consequent outcome of that phenomenon would be the demand for standardized products. This means that modifications to meet the local demands are significantly lessened as the demand replicate greater value with the unaltered global brands. In this regard, time and resources in the amendment processes is taken away which equates to cost reductions and further profit for the company. On the whole, the creation of global brands creates a much greater economies of scale and scope for companies. III. Brand Management in the Global Setting Recent marketing initiatives in the global setting have acknowledged the importance of bands in dealing with the dynamic business environment. Recent studies maintained that it is important for companies to treat their brand management initiatives as they treat their strategic management processes. ( 2001, 75) This means that the battle of brands in both their local and domestic counterparts have intensified throughout the years. This increase in the demands on the part of the organizations has given them the responsibility of making their brand management more systematic, scientific and a continuous process. The study of (2001, 75) basically maintained that companies should bake sure that their brand will be remembered constantly. Be it through logos or taste, the consumer has to readily recognize the brand right away. This is where brand management comes in to the picture. There are studies that maintain initially what their brand intends to represent. In doing so, the company is able to find a way to position its brand with reference to the other players in the market. ( 2001, 75) This is seen in the case of global brands like Nike and Coca-Cola. In the case of Nike, they have decided to package themselves as a brand associated with winning. On the other hand, the Coca-Cola brand tends to place value on their universal taste. ( 2003, 198) A case study of Procter Gamble maintained that a use of a brand portfolio would be able to help a company in managing its brand in the global setting. (2003) With such a tool at their disposal, PG is able to make sound decisions with regards to their brand management initiatives. In doing so, PG are able to position their products properly with reference to the other players like Unilever, Kimberly-Clark and Colgate-Palmolive. Studies pertaining to branding strategies and theories point out two important components organizations should consider in their brand management initiatives. These are brand equity and brand value. A. Value Creation in Branding Brand value is the perceived worth of the consumers on the brand. The most notable form of value creation in brands is through advertising. (2003, 53) There are three known approaches in the creation of value in brands: decoration, gluing, and mascot approach. The decoration approach basically shows a branding strategy displaying differentiation by connecting the brand to completely different cues presented by the other players in the market. ( 1999, 51) The gluing strategy of value creation associates their product to certain emotional cues of the consumer. These are seen in advertisements that attempt to stir the emotion of the possible buyers. (1992, 10) The mascot approach on the other hand indicates the use of a human-like entity that is believed to be able to establish a connection to the potential buyers. The use of charismatic non-human characters (Pillsbury Dough Boy) tends to reflect this type of value creation approach in branding. ( 2004, 188) Basically, these approaches of value creation tend to be influential for the buying decisions of the consumers. In the same regard, the use of brands could also be a way towards building this value to the company. B. Using Brand Equity The term brand equity denotes the net revenue of the brand which it is expected Branding in FMCG Goods in Changing Economic Conditions Branding in FMCG Goods in Changing Economic Conditions An energetic person in field of marketing with knowledge base of B.E mechanical Post graduate Diploma in Business management played a very important role for my thesis. He has an experience of more than tow years in Sales and Marketing, at Excell elevators and currently working at IIPM Ahmedabad, as a Senior Research Associate. Perfection and proper direction are his two keys to achievement for any work. Without his best guidance for this thesis, it would have been possible to complete this thesis. Sir, also helped me out in solving my queries related to the thesis. His immense knowledge in marketing field has helped me to a great extent to complete my thesis. His humble approach towards every students, gives a great encouragement to work with him. As a thesis guide he helped me out in every possible way he could. I specially thank him for taking out his precious time for helping me out in completing my thesis. RESEARCH METHODOLOGY: Research always start with a question or a problem. Its purpose is to question through the application of the scientific method. Its a systematic and intensive study directed towards a more completed knowledge of the subject studied.  · Primary Research: 1. Interaction with customers by filling up questionnaires 2. Interview with Marketing manager 3. Total sample size which is taken into consideration for research is 100 respondents  · Secondary Research: 1. Books 2. Internet 3. Articles and Magazines 4. Project Reports and News paper PREFACE Branding strategy : Every organization has a brand, whether they have consciously developed or not. A brand is an expectation or a promise of experience. Whether that expectation is trusting, authoritative, innovative, brands are the short hand for describing the way a business, organization, product, services, or a person relates to its stake holders. The way to build a strong to put their customers and their needs at the center of the every decision the organization makes. Overtime the customer centric action creates the differentiation in the marketplace and build an emotional connection with the customers. The process of managing brand as assets begins with the understanding the brand from the customers point of view. What image, reputation, perception does each customer and stake holder maintain that can be capitalized or corrected. Managing brand as assets also requires a considerable effort to measure and quantify the impact of the brand on customer, their decision, and the companies financial performance. BRAND STRATEGY: Brand strategy is the plan for the company how it is going to create the value for the customers by building its brands strength and addressing its weakness. Brand strategies manifest product innovation, graphic design, store layout, customer service and many other components of the brand experience. The strategy provides the foundation for development of brand building program and typically includes brand objective, consistent brand name and identity systems, target audience and positioning, key communication messages and prioritization of brand touch points. The recent global slow down as sent everyone in a tizzy. From financial institution to manufacturing industries, everyone has faced the heat of the slowdown. In this scenario I have taken up the matter of the Branding Strategy which is being applied in the FMCG sector. What kind of changes were applied or not and what were the strategies brought in to tackle the slowdown is the matter of study. Different companies have tried to tackle the situation by bringing in new changes in their branding strategy. Some organization may not have required to change their strategies in the market. It may be because of their strong market presence, brand loyalty or strong financial performance. Here some cases of the companies and their brand will be studied thoroughly. It will be seen that what kind of changes were made or no changes were made in the marketing strategy LITERATURE REVIEW A Brand is not a by-product, an ad-campaign, a logo, a spokesperson or a slogan. It is the differentiating identity and the most important reason for customers, employees, stake holders to do the business with you. In a real sense its a firms most important asset. The new era has come, where innovation is the only way to stay in the market. Whether be it a product, an ad-campaign or marketing strategy innovation is the tool to survive. But the recent recession gives us a thought, should the Branding strategy that is being applied remain the same? The answer can be found looking at different cases. It may be necessary to look after the branding strategy to be applied in a different manner even if the current branding strategy is alright and doing good to fetch the business in the market. Because sticking to the old branding strategy may not always be a big hit. As earlier said innovation is very much important. INTRODUCTION: Recession Marketing Success Requires Boldness Over the years hundreds of studies have been conducted to prove companies should maintain advertising during a recession. In the 1920s advertising executive Roland S. Vaile tracked 200 companies through the recession of 1923. He reported in the April 1927 issue of the Harvard Business Review that the biggest sales increases throughout the period were rung up by companies that advertised the most. After World War II, Buchen Advertising, Inc. decided to plot the sales of a large number of advertisers through successive recessions. In 1947, it began measuring the annual advertising expenditures of each company. When they correlated the s with sales and profit trends before, during and after the recessions of 1949, 1954, 1958 and 1961, they found that almost without exception sales and profits dropped off at companies that cut back on advertising The conclusion of six more recession studies by the group present formidable evidence that cutting advertising in times of economic downturns can result in both immediate and long-term negative effects on sales and profit levels. Meldrum Fewsmiths former Senior VP, J. Welsey Rosberg reports â€Å" I have yet to see any study that proves apprehension is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or enlarge their overall marketing and advertising efforts in times of business downturns will get the edge on their hesitant competitors. Their studies also discovered that after the recessions ended, those companies continued to insulate behind the ones that had maintained their advertising budgets. In 1979 another study by ABP/Meldrum Fewsmith, covering the recession of 1974-75 and post-recession years, showed similar findings. They found that â€Å"companies which did not slash advertising expenditures during the recession years (1974-1975), experienced higher sales and net income during those two years and the two years following than companies which cut ad budgets in either or both recession years.† In an economic downturn, there may be a inclination to give up on new thoughts and thinking, and just hunker down, until the worst is over. But, what if this is really our chance to observe new possibilities? If freaking out doesnt make your numbers improve (and at this point you can lead a consumer to your product, but you cant make her buy), what might happen when you use that brainwave space to identify and integrate consumer trends you never actually noticed before? Possibly amazing things. Take Reena Janas quick hit Businessweek article and video with David Rockwell, architect/branding expert/set designer, as an example. He commented on hotel design, which has been on my mind a bit lately too. One of Rockwells thoughts: what about holding cooking classes in hotel kitchens? Such design thinking is worth a little hotelier attention these days, given the convergence of trends in staying home, cooking more, and being with family. What else, physical space or otherwise, is primed for such â€Å"transformability,† as Rockwell called it? Cooking classes in a hotel kitchen could serve consumers and add value on so many levels but without this â€Å"what now† sense of doom we feel, such ideas might never surface. Given extreme limitations, creative thinking is forced to be that much more bold, even as the solutions become more streamlined. Heres another example of transformability, in my mind: Consider how Subaru is handling the current â€Å"discount† season, with their â€Å"Share The Love† philanthropic campaign. Rather than promoting money-back at loan signing or one of the other classic year-end strategies for a car dealer, they kept within the tight parameters, learned more about their consumers and thought quite in a different way. What their research found was that a generous donation would very much resound with the types of people whod be considering a Subaru buy right about now. Inspiring customers into a car purchase during a downturn, and doing good at the same time? Wow. A tried and true, established auto industry tradition turned on its ear transformed! Without an extreme impetus to fill a void of ideas in a difficult consumer environment, such a concept might never have surfaced. If design thinking and transformability emerges only when long-established industries with entrenched business practices and ethnicity get hit this hard maybe we have something to be thankful for after all? This overwhelming bad may have opened a few more of us up to a very clever, possibly unusual and thereby all the more noticeable leveraging of consumer development. Theres a great deal of pluck and drag about the loss of fizz at Pepsi and questionably at Coke, as well. Both companies face declining sales of their flagship brands and have used to greater or lesser success predictable ways to mask the elementary issue: Fewer people are buying less and less of these iconic brands. conservative wisdom says do two things at once: Buy up more trendy beverages, like waters, sports and energy drinks; and work really, really hard to strengthen the base brands. So, Pepsi hires Peter Arnell (of Tropicana Disaster fame), fires its long-time ad agency and creates a proposal that calls for marketing its wares at the real me. According to BusinessWeek, the challenge was to make Pepsi as culturally relevant as the iPod. Good luck with that, Peter. The temptation of course is honest: Wouldnt it be great if brown, sugary water could be as cool as the latest touch screen gadget? Gosh, it would be great. However, its not going to happen. So rather than sending marketing execs on cool hunts for design inspiration, heres a more daunting trek: Take a look at what other brands have done, what Coke and Pepsi have to do to each other. Grow share in a declining market. It would be so great to imagine that theres something to be done with either of these brands that could forge an entirely new category of experience and therefore consumer behaviors the way the iPod has. But the truth is theyd learn much more by taking a commuter flight to Winston-Salem, N.C. Its so very transgressive to even suggest it, but the only people who have spent time trying to wrestle for share in declining markets are the tobacco brands. (a) FMCG SECTOR (i) Global Perspective: The FMCG industry, or alternatively named CPG, abbreviation for Consumer Packaged Goods, deals mainly with the production, distribution as well as marketing of packaged goods for all consumers. The Fast Moving Consumer Goods (FMCG) has to do with those consumables which are regularly being consumed. Among the first activities of the FMCG industry there is selling, marketing, financing, purchasing, and so on. Recently this industry has also launched in operations, supply chain, production, general management, etc. The wide range of consumable goods provided by the FMCG industry turns over a large amount of money, while competition among FMCG manufacturing is become more and more fierce. Investors are putting more and more into the FMCG industry, especially in India, where the FMCG industry is the fourth largest sector, having a total market size of more than US$13.1 billion, and still estimated to double by 2010. In New Zealand as well, the FMCG industry accounts for 5% of Gross Domestic Product (GDP). Some common FMCG product include food and dairy products, glassware, paper products, pharmaceuticals, electronics, plastic goods, printing goods, household products, photography, drinks etc, so here coffee, tea, greeting cards, gifts, detergents, soaps etc are all included. The factors that made the FMCG industry a highly competitive one are low operational cost, solid distribution networks, and emergence of new FMCG companies. In addition, the growth of the worlds population is another responsible factor for the huge success of this particular industry. Some of the leading FMCG companies all over the world are Sara Lee, Nestlà ©, Unilever, Procter Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Mars etc. Not only does it provide the necessary goods for day to day life, but the FMCG industry has also created tremendous job opportunities and careers. It is a stable, varied, and highly profitable industry, and the jobs it provide range from sales, supply chain, finance, marketing, operations, human resources, development, general management, and so on. Recruitment has also grown together with the growth in the FMCG sector: * The working force within FMCG manufacturing in the UK accounts for 14% of the total workforce in UK; * Sales in the FMCG industry accounted for  £14.5 billion in 2000, spent on non-food UK products alone, in grocery retail sectors in UK; * In 2000 the non-food FMCG market in UK, raised to  £110 billon. Including sectors such as Food, Drink and Pharmaceutical the output registered by FMCG accounts for 19% of the UKs GDP i. Indian Perspective: The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of dollar 13.1 billion. It has a strong MNC, presence and is characterized by a well established distribution network, intense competition between the organized and unorganized asegments and low operational cost. Availability of key raw materials, cheaper labor costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from $11.6 billion in 2003 to $ 33.4 billion in 2015. Penetration level as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to converts consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product cat egories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around $28 billion of investment in the food processing industry India has enacted policies aimed at attaining international competitiveness through lifting of the quantitative restrictions, reduced excise duties, automatic foreign investment and food laws resulting in an environment that fosters growth. Cent per cent export oriented units can be set up by government approval and use of foreign brand names is now freely permitted. Automatic investment approval including foreign technology agreements within specified norms, up to 100 per cent foreign equity or 100 per cent for NRI and overseas corporate bodies investment, is allowed for most the food processing sector except malted food, alcoholic beverages and those reserved for small scale industries. 24% foreign equity is permitted in the small scale sector. Temprorary approvals for imports for test marketing can also be obtained from the Director General of foreign Trade. The evolution of a more liberal FDI policy environment in India is clearly supported by the successful operation of some of the global majors like PepsiCo in India. The Indian government has abolished licensing for almost all food and agro-processing industries except for some items like alcohol, cane sugar, hydrogenated animal fats and oils etc. and items reserved for the exclusive manufacture in the SSI sector Quantitative restrictions were removed in 2001 and Union Budget 2004-05 further identified 85 items that would be taken out of the reserved list. This has resulted in a boom in the FMCG market through market expansion and greater product opportunities. TRENDS AND PLAYERS The Indian FMCG sector is the fourth largest sector in the economy and creates employment for three million people in downstream activities. Within the FMCG sector, the Indian food processing industry represented 6.3% of GDP and accounted for 13 per cent of the countrys exports in 2003-04. A distinct feature of the FMCG industry is the presence of most global players through their subsidiaries (HLL, PG, NESTLE) which ensures new product launches in the Indian market from the parents portfolio. Demand for FMCG products is set to boom by almost 60 per cent by 2010 and more than 100 per cent by 2015. This will be driven by the rise in share of middle class from 67% in 2003 to 88 percent in 2015 The boom in various consumer categories, further, indicates a latent demand for various product segments. For example, the upper end of very rich and a part of the consuming class indicate a small but rapidly growing segment for branded products. The middle segment, on the other hand, indicates a large market for the mass end products. The BRICs report indicates that Indias per capita disposable income, currently at $556 per annum will rise to $1150 by 2015-another FMCG demand driver. Spurt in the industrial and services sector growth is also likely to boos the urban consumption demand. HOUSEHOLD CARE The size of the fabric wash market is estimated to be $ 1 billion, household cleaners to be $ 239 million and the production of synthetic detergents at 2.6 million tones. The demand for detergents has been growing at an annual growth rate of 10 to 11 per cent during the past five years. The urban market prefers washing powder and detergents to bars. The regional and small un-organized players account for a major share of the total volume of the detergent market. PERSONAL CARE: The size of the personal wash products is estimated at $989 million: hair care products at $831 million and oral care products at $537 million. While the overall personal wash market is growing at one per cent, the premium and middle end soaps are growing at 10 per cent. The leading players in this market are HUL, NIRMA, Godrej and Reckitt Colman. The oral care market, especially toothpastes, remains under penetrated in with penetration below 45 per cent. The industry is very competitive both for organized and smaller regional players The Indian skin care and cosmetics market is valued at $274 million dominated by HUL, Colgate Palmolive, Gillete India and Godrej Soaps. The coconut oil market accounts for 7 per cent share in the hair oil market. In the branded coconut hair oil market, Marico and Dabur are the leading players. The market for branded coconut oil is valued at approximately $174 million FOOD AND BEVERAGES The size of the Indian food processing industry is around $65.6 billion, including $ 20.6 billion of value added products. Of this, the health beverage industry is valued at $ 230 million: bread and biscuits at $1.7 billion: chocolates at $73 million and ice creams at $188 million The size of the semi processed ready to eat food segment is over $1.1 billion. Large biscuits and confectionery units, soya processing units and starch glucose sorbitol producing units have also come up, cater to domestic and international markets. The three larges consumed categories of packaged foods are packd tea, biscuits and soft drinks. The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose for. Indian hot beverage market is a tea dominant market. Consumer s in different parts of the coutry have erogenous taste. Dust tea is popular in southern India, while loose tea is preferred in western India. The urban rural split of the tea market was 51:49 in 2000. Coffee is largely consumed in southern states. The size of the toatla packaged coffee market is 19600 tonnes or $87 million. The total soft drink market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during offseason. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season. RURAL MARKETS : SMALL IS BEAUTIFUL By the early nineties FMCG MARKETERS HAD D OUT TWO THINGS 1) Rural markets are vital for survival since the urban markets were getting saturated. 2) Rural markets are extremely price sensitive Thus, a number of companies followed the strategy of launching a wide range of package sized and prices to suit the purchasing preferences of Indias varied consumer segments. Hindustan Unilever a subsidiary of Unilever, coined the term nano marketing in the early nineties, when it introduced its products n small sachets. Small sachets were introduced in almost all the FMCG segments from oil, shampoo, and detergents to beverages Cola major, coke brought down the average price of its products from around twenty cents to ten cents bridging the gap between soft drinks and other local options like tea, butter milk or lemon juice. It also doubled the number of outlets in rural areas from 80,000 during 2005 to 160000 the next year almost doubling its market penetration from 13 per cent to 25 percent. This along with greater marketing, led to the rural market accounting for 80 per cent of new coke drinkers and 30 per cent of its total volumes. GLOBAL BRANDING: I. Introduction In this day and age, consumers automatically recount a product to the name of a particular brand. More specially, the status of the said brand tends to trigger signals of whether a product is cost-effective, superior in quality, or even connect to a particular social status. Numerous studies have maintained that brands have become powerful tools in modern marketing. It has become one of the major factors that consumers consider in their purchasing decisions. Any commercial organization knows this as a fact. That is why they are inclined to place their attention to brands and the demands of the consumers. It has become an requisite component of the marketing operations of the modern organization. For existing multinational companies, having a global brand name has been massively helpful in expanding their operations the world over. Presenting their products and services as the top alternative in the market nowadays is not enough to ensure the success. In this era where the consumer is independent, every company needs to build a brand that will be universally familiar in any market. Companies seek to establish a global brand with the ends of acquiring a bigger market share and a better position in the market. Though it is a common belief that having a global brand name equate to success in terms of business, there are still existing issues that comes with it. This paper will be considering the minutiae of establishing a global brand name. Similarly, the key reasons why this is being considered by most, if not all, companies will be taken into account along with the other alternatives that these companies have in marketing a global product. II. Marketing Under a Global Brand Name The term â€Å"global brand† is often interchanged with the term â€Å"global product.† However, there are studies that pointed out that the two are completely different terms. Basically, a global product connotes merchandise sold all over the world that share standardized attributes. This means that these products have a propensity to have a uniform set of characteristics and normally take on common brand names. On the other hand, a global brand tends to characterize the identity and image close to a specific product. More importantly, it is the blend of both tangible and intangible attributes that constitute a global brand. Recent studies of global branding designate that the said concept is subject to the view of the individual consumer. More specifically, the more recent views of international branding strategy tend to reflect the demands of the consumers. As puts it, these global brands are subjected to the global culture. In its simplest terms, global culture pertains to a set of consumer tastes and values. These tastes and values do not necessarily share the same standards and often show conflict with one another. Thus, global brands have to take on a certain level of flexibility in their operations. In its face value, this seems quite a daunting task for any company. However, this does not stop them from seeking to establish a global brand name and take on in global branding strategies. Why? The reason is that despite these complex concerns of the consumers, these brands have become embedded in their consciousness. The bottom-line is that, despite their best efforts, consumers cannot ignore global brands. The following parts will discuss the other advantages that companies enjoy in operating a global brand. A. Creation of Demand on Other Countries One of the advantages of having a global brand is the possibility of demand spillovers. This means that the marketing efforts held in a particular country could essentially multiply out to markets of other countries. Basically, the image of the global brands encapsulates this advantage. The concept of brand popularity and the country of starting point often establish this type of demand spillover. Share this suggestion of demand of global brands. Mainly, they call this element of global brands as the â€Å"global myth.† Simply put, demand of global brands tends to provide the consumers a feeling of having a â€Å"global identity† or having a feeling of being a â€Å"citizen of the world.† Studies on the effect of brand popularity on the company maintained that it has major implications on its market share. In the study of they pointed out that the company acquires benefits from brand popularity. One benefit is that having brand popularity provides the consumers more confidence in their purchasing decisions with particular reference to giving the implied assurance that a popular brand is better than the alternative. Another benefit of brand popularity is the association of assessment to the product. Coined this dimension of global brands as â€Å"quality signals.† Thus, issues of price of the product with a global brand are often regarded as â€Å"reasonable† because of its perceived high value among consumers. B. Strategic Appeal Another perceived reason why organizations seek to establish a global brand is because of its strategic appeal. Indicated in their study that global brands tend to have more opportunities than their equivalent in the local markets. This is supported by the earlier studies on the markets in the US, Japan, and EU.Noted that global brands offers companies an efficient way of exhausting its resources. More specifically, maintaining global brands tend to offer the possibility of lower costs and having the highest quality product. Aside from the earlier fact pointed out on the demand spillover, a consequent outcome of that phenomenon would be the demand for standardized products. This means that modifications to meet the local demands are significantly lessened as the demand replicate greater value with the unaltered global brands. In this regard, time and resources in the amendment processes is taken away which equates to cost reductions and further profit for the company. On the whole, the creation of global brands creates a much greater economies of scale and scope for companies. III. Brand Management in the Global Setting Recent marketing initiatives in the global setting have acknowledged the importance of bands in dealing with the dynamic business environment. Recent studies maintained that it is important for companies to treat their brand management initiatives as they treat their strategic management processes. ( 2001, 75) This means that the battle of brands in both their local and domestic counterparts have intensified throughout the years. This increase in the demands on the part of the organizations has given them the responsibility of making their brand management more systematic, scientific and a continuous process. The study of (2001, 75) basically maintained that companies should bake sure that their brand will be remembered constantly. Be it through logos or taste, the consumer has to readily recognize the brand right away. This is where brand management comes in to the picture. There are studies that maintain initially what their brand intends to represent. In doing so, the company is able to find a way to position its brand with reference to the other players in the market. ( 2001, 75) This is seen in the case of global brands like Nike and Coca-Cola. In the case of Nike, they have decided to package themselves as a brand associated with winning. On the other hand, the Coca-Cola brand tends to place value on their universal taste. ( 2003, 198) A case study of Procter Gamble maintained that a use of a brand portfolio would be able to help a company in managing its brand in the global setting. (2003) With such a tool at their disposal, PG is able to make sound decisions with regards to their brand management initiatives. In doing so, PG are able to position their products properly with reference to the other players like Unilever, Kimberly-Clark and Colgate-Palmolive. Studies pertaining to branding strategies and theories point out two important components organizations should consider in their brand management initiatives. These are brand equity and brand value. A. Value Creation in Branding Brand value is the perceived worth of the consumers on the brand. The most notable form of value creation in brands is through advertising. (2003, 53) There are three known approaches in the creation of value in brands: decoration, gluing, and mascot approach. The decoration approach basically shows a branding strategy displaying differentiation by connecting the brand to completely different cues presented by the other players in the market. ( 1999, 51) The gluing strategy of value creation associates their product to certain emotional cues of the consumer. These are seen in advertisements that attempt to stir the emotion of the possible buyers. (1992, 10) The mascot approach on the other hand indicates the use of a human-like entity that is believed to be able to establish a connection to the potential buyers. The use of charismatic non-human characters (Pillsbury Dough Boy) tends to reflect this type of value creation approach in branding. ( 2004, 188) Basically, these approaches of value creation tend to be influential for the buying decisions of the consumers. In the same regard, the use of brands could also be a way towards building this value to the company. B. Using Brand Equity The term brand equity denotes the net revenue of the brand which it is expected

Real Estate Accounting: New Regulations Essay -- The Financial Crisis

The level of agony for individuals and businesses continues to rise as they experience losses in the value of their real estate holdings. In some circumstances, the fair market value of their property has fallen below the loan or mortgage amount. As a result, many debtors decide to walk away from the loan, resulting in repossession of the property by the lender. As shown in Appendix A the default rates continue to rise (United States), affecting accounting issues such as, revenue recognition, measurement, fair value, and impairment. The reporting of long-term debt is one of the most controversial areas in financial reporting† (Kieso, 709). This is because long-term debt such as, loans for real estate investments, has a significant impact on a company’s cash flows. A company’s cash flows are affected by long-term debt as gains and losses are reported through an equity account, such as â€Å"Other Comprehensive Income† (Investments). Cash flows are also impacted by reporting the permanent impairment of an asset as a realized loss through earnings and regulatory capital. Individuals and institutions involved in the current credit crisis include: the United States Congress, the Federal Reserve Board, Fannie Mae, Freddie Mac, the Department of Housing and Urban Development (HUD), the Securities and Exchange Commission (SEC), credit agencies, banks, mortgage brokers and consumers (Carey, 2). The Financial Accounting Standards Board (FASB) is focusing on the uprising problems in dealing with the reporting of real estate holdings. Within the housing market, a home buyer (debtor) must go first to a financial institution or mortgage broker (originator) who will approve and make mortgage loans. Next, the originator may choose to s... ...d a company’s continuing involvement in transferred financial assets. Also, Statement 167 requires companies to provide additional disclosures concerning involvement interest entities, allowing significant changes in risk exposure to be reported. The new accounting rules will regulate the real estate market. However, the adjustments to business practices and the respected capital levels will prevail over time. The accounting issues resolving the real estate market will always exist. Accounting regulations are constantly updated to accommodate with the constant change in the economy. FASB along with the SEC will provide updated accounting rules that will affect the lender and the debtor. Whether the new regulations in accounting issues are treated fairly among all parties that are involved; they will have to be carried out in all interrelated transactions.

Beowulf Essay -- Epic of Beowulf Essays

The oldest English epic, Beowulf, although composed twelve centuries ago, uses many of the same ideals and values that exist in modern life and modern literature. These attributes are still important, but they do not occupy every aspect of life as in Anglo- Saxon England. Some of the ideals have little use today, such as fate, while other virtues, such as loyalty, are encouraged and highly respected traits. Other values, like fame, have taken on bad connotations in modern day and are not esteemed as they once were. Fate, the idea that destiny is predetermined and nothing can be done to change that, was highly esteemed in Beowulf’s time, but is of little use today. Anglo-Saxon warriors knew that they only had two options when they entered battle; either they live to fight again, or they die honorably amounts their own. Either way was determined by a higher power. The sense of an uncontrollable death left the Anglo-Saxon people without respect for other lives, evident in the amount of fighting in Beowulf, and also an inner gloom, â€Å"evident in the somber tone of Beowulf,† (from the text). Recently, philosophy has broken away from the more religious idea of destiny and moved toward a more logical aproach to life. Obviously, death is still inevitable, but logically, the future should be altered with each decision. Man has become too egocentric to believe someone, besides himself, can control his life. Loyalty, unlike fate, is still respected as it was in Beowulf’s time, but can g...

Comparison of Kevin Kleins Hamlet, Lawrence Oliviers Hamlet and Mel Gibsons hamlet :: comparison compare contrast essays

Compare/Contrast Kevin Klein's Hamlet, Lawrence Olivier's Hamlet and Mel Gibson's hamlet   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Hamlet is one of the best known pieces of literature around the world, and has fascinated many people from all walks of life, from critics to psychologists.   There has been much speculation to the different interpretations of the play.   Every reader has his or her own views of the play, like which words are emphasized in a speech and what actions the actors are making throughout the play.   Several Hollywood directors have created their own versions of the play, including a soon to be released full length version.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One of the versions which was brought to the big screen was the Kevin Klein version.   After viewing three different versions of Act 3 Scene 1, this one was my favourite.   When Hamlet and Ophelia meet in the room and begin to talk, they seem as though they where once very much in love, and that their relationship would have blossomed if it wasn't for the recent interference. Their conversation remains about their love for each other and then they kiss. It seems as though after the kiss, Hamlet realizes what might be going on and asks where Polonius is.   Hamlet then realizes that he is in the room and continues his charade of acting mad.   I think that this interpretation is the best one because it reflects my view of this scene as well as what I think Shakespeare's intentions were.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Another version was the with Lawrence Olivier.   Compared with the other two, this version didn't quite seem as realistic.   When Hamlet enters them room, it seems like he already knows what's going on, and that Polonius and the King are in the room.   You can tell that he thinks something's up when glances over at the hanging tapestries before he talks with Ophelia.   They don't seem as if they are, or ever were in love.   They don't have any chemistry during their conversation and I think that wasn't what Shakespeare intended.   When Ophelia nervously glances over at her father and the king, Hamlet's suspicions are confirmed.   He then asks where her father is and begins to act mad much like the other version.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The last version that I saw was the most recent interpretation starring Mel Gibson.   Although I liked this version better then the Lawrence Olivier one, I found it to be more awkward then the Kevin Klein interpretation.   When Hamlet and Ophelia begin their conversation, their relationship is present but their love doesn't seem as intense as it was shown in the Kevin Klein version. Comparison of Kevin Klein's Hamlet, Lawrence Olivier's Hamlet and Mel Gibson's hamlet :: comparison compare contrast essays Compare/Contrast Kevin Klein's Hamlet, Lawrence Olivier's Hamlet and Mel Gibson's hamlet   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Hamlet is one of the best known pieces of literature around the world, and has fascinated many people from all walks of life, from critics to psychologists.   There has been much speculation to the different interpretations of the play.   Every reader has his or her own views of the play, like which words are emphasized in a speech and what actions the actors are making throughout the play.   Several Hollywood directors have created their own versions of the play, including a soon to be released full length version.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One of the versions which was brought to the big screen was the Kevin Klein version.   After viewing three different versions of Act 3 Scene 1, this one was my favourite.   When Hamlet and Ophelia meet in the room and begin to talk, they seem as though they where once very much in love, and that their relationship would have blossomed if it wasn't for the recent interference. Their conversation remains about their love for each other and then they kiss. It seems as though after the kiss, Hamlet realizes what might be going on and asks where Polonius is.   Hamlet then realizes that he is in the room and continues his charade of acting mad.   I think that this interpretation is the best one because it reflects my view of this scene as well as what I think Shakespeare's intentions were.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Another version was the with Lawrence Olivier.   Compared with the other two, this version didn't quite seem as realistic.   When Hamlet enters them room, it seems like he already knows what's going on, and that Polonius and the King are in the room.   You can tell that he thinks something's up when glances over at the hanging tapestries before he talks with Ophelia.   They don't seem as if they are, or ever were in love.   They don't have any chemistry during their conversation and I think that wasn't what Shakespeare intended.   When Ophelia nervously glances over at her father and the king, Hamlet's suspicions are confirmed.   He then asks where her father is and begins to act mad much like the other version.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The last version that I saw was the most recent interpretation starring Mel Gibson.   Although I liked this version better then the Lawrence Olivier one, I found it to be more awkward then the Kevin Klein interpretation.   When Hamlet and Ophelia begin their conversation, their relationship is present but their love doesn't seem as intense as it was shown in the Kevin Klein version.