Project Management Strategic Issues Essay Example | Topics and Well Written Essays - 2500 words

My FavouritePaper Sample

My Favorite Book, Essay/Paper Sample Most Influential Book The course of individual life is frequently molded by the experiences and encounters that an individual experiences. To be sure, the decisions that people make are controlled by the exercises that they have learnt in their lives. Maybe a large portion of the exercises that people apply are gotten from the scholarly works that that they run over and investigate. For my situation, Ben Carson’s book â€Å"Think Big: Unleashing Your Potential for Excellence† has had the most impact in my life. The book subtleties the life and encounters of one of the world’s most eminent neurosurgeons, from the time he was viewed as a dunderhead in grade school to the time he got one of the most splendid clinical understudies and specialists of his time. This book not just underlines the adequacy of difficult work and assurance, yet additionally restores singular confidence in God while likewise solidifying the unimportant idea of the humbleness of one’s beginnings in deciding his predetermination. In the first place, â€Å"Think Big† underlines the adequacy of difficult work in protecting the accomplishment of one’s objectives and targets. To be sure, the creator qualities the adjustment in his presentation in school to the difficult work and exertion that he put in the class. He subtleties how he went the additional mile and read not just the themes and subjects that were relegated in the study hall yet additionally different subjects that were not even remotely associated or connected with the course he was doing (Clarrissimeaux, 2011). This individual activity and difficult work proved to be useful in growing his basic reasoning resources and improving his exhibition even in the course that he took. It is critical that the exertion that he put in his examination directly from grade school had an orientation on his accomplishment of his objective of turning into a neurosurgeon later on throughout everyday life (Clarrissimeaux, 2011). Also, the book reestablished my confidence in God as the writer relentlessly credits his prosperity to Him. Directly from the earliest starting point, the creator traces the pious idea of his mom, a property that came off on him. On various events, Ben Carson looks for the direction and help of God so as to overcome the difficulties on his way (Lozada, 2015). For example, as much as he had buckled down, he despite everything ascribed his accomplishment in training to God. Surely, the notes that if people recognize their requirement for God, He will rush to help them. Different models are given during increasingly genuine situations, for example, when he was playing out his first mind medical procedure, the first in the clinic where he was working (Lozada, 2015). This restored my confidence in God as it underlines the way that regardless of the greatness of individual achievements and intelligence, people are as yet constrained and, truth be told, will consistently require God. Finally, the book underlined the way that one’s beginnings ought not decide his ability to accomplish his fantasies. It is recognized that the creator didn't originate from a princely foundation. Being a dark child of a single parent, he subtleties how his family didn't generally have adequate assets (Carson Murphey, 1996). His mother’s pay was not adequate to raise the two young men and give extravagances in which case they were just enduring. In any case, he expresses that one’s beginnings or looks don't make a difference and that if people perceive their capacities and have the readiness to learn and use their insight in helping others, their place on the planet is unblemished (Carson Murphey, 2006). This concretes the way that the personal satisfaction that an individual has is exclusively controlled by his activities and the decisions the individual in question makes. All in all, Ben Carson â€Å"Think Big† has been the most powerful in my life as it not just underlines the viability of difficult work and assurance, yet additionally restores singular confidence in God while likewise solidifying the unimportant idea of the humbleness of one’s beginnings in deciding his fate. The encounters of the creator concrete the way that people have command over what occurs in their lives, and repeats the need to consistently approach God for help, while likewise solidifying the estimation of difficult work in accomplishing one’s goals throughout everyday life. References Carson, B., Murphey, C. B. (2006). Think huge: Unleashing your potential for greatness. Fabulous Rapids, Mich: Zondervan. Clarrissimeaux, A (2011). Never Give Up: Dr. Ben Carson’s just youth advantage was his mother’s support. Achievement, Web recovered from success.com/article/never-surrender Lozada, C (2015). Ben Carson, the humblebragging instrument of God. The Washington Post, Web recovered from https://www.washingtonpost.com/news/book-party/wp/2015/11/05/ben-carson-the-humblebragging-instrument-of-god/?utm_term=.ffebc605eb69

A Humble Presentation Of Our Picks For Mark Zuckerbergs Book Club

A Humble Presentation Of Our Picks For Mark Zuckerbergs Book Club Following through on a tradition of giving himself a new challenge for each new year, Mark Zuckerberg announced that he would start a book club through Facebook, reading one new book every two weeks, with an emphasis (according to  Forbes) on learning about different cultures, beliefs  and histories. His first selection,  The End of Power  by Moisés Naím, focuses on the rise of individual power, assisted by (appropriately enough) social media platforms. Its a time for book challenges, resolutions, and growing ourselves as readers, and Mark Zuckerberg is hopping on that train with A Year of Books. So a few of our contributors got together to make some recommendations for Zuckerbergs book club, books we think would fit in with his goal to delve into issues more deeply and to consider other cultures, beliefs, and histories. Rebecca Joines Schinsky Daring Greatly by Brené Brown: If Zuck’s first book selection is any indication, we’re going to see a lot of business/motivation stuff from this club. Rather than the usual “get a good education, work hard, make good connections” advice, which relies heavily on the reader having access to opportunities and the means to take advantage of them, this book is about personal vulnerability and risk-taking and their ability to change our relationships and working lives. And the great thing is that anyone can practice the interpersonal skills Brown explores, in any environment. It’s a more inclusive approach to self-improvement, and I think that’s rad. Jessi Lewis Anything That Moves: Renegade Chefs, Fearless Eaters, and the Making of a New American Food Culture by Dana Goodyear: I’m in the middle of this one now, and I love to question what it is that I eat and why I eat it. How awesome would it be to have Zuckerburg’s club do the same? Goodyear does a nice job here of discussing what it means to have limitations on food, both based on resources and mental willingness. And there’s nothing quite like being self aware of the changes of food and dining in the states (Yes, there’s a raw milk movement that isn’t cool by FDA standards) and how comfortable you are with your own barriers. Aram Mrjoian Black Dog of Fate by Peter Balakian: This year marks the 100th anniversary of the Armenian Genocide, an event that is often overlooked to this day. This atrocity is still not officially recognized by the U.S. government and many other nations around the world. I once had to explain it to a history teacher in high school because it wasn’t covered in the textbook in the chapter covering World War I. Mark Zuckerberg expressed that his book club will have an emphasis on “different cultures, beliefs, histories and technologies,” and this book encompasses three of those categories. Another recommendation is The Forty Days of Musa Dagh, however, that book is likely too long for the book club timeline. Jessica Woodbury What It Is Like to Go To War by Karl Marlantes. Marlantes wrote one of the most harrowing novels I’ve ever read in Matterhorn, a story of a Marine company in Vietnam. And while that may be the better of his two books, What It Is Like to Go to War is the more important. Marlantes wants us to think about what war is and the effects it has on the human psyche. He looks at the thrills, the crimes, the rituals, and the secrets that go along with the experience of a warrior and considers how war and the treatment of soldiers has changed over time. For those of us who haven’t been in battle, Marlantes presents a crucial point of view about what it is that draws people to military service and what it means to them. He considers not only Vietnam but the wars in Iraq and Afghanistan and how the United States has changed culturally. After reading it, you can’t think about war in the same way again, and with the prospect of war constantly on the horizon, it’s a necessary book to read as a citizen of the world. Derek Attig The Essential Gwendolyn Brooks, edited by Elizabeth Alexander.  A book of poetry (let alone a book of poems that mostly come from the middle of the last century) might not seem like the likeliest choice for this book club. And it’s probably not. But it should be. Relatively accessible and exquisitely beautiful, Brooks’s poems offer a sharp-eyed and generous glimpse at African American lives and communities, especially in northern cities after the Great Migration. You only have to glance at recent headlines to see how a devastating poem about Emmett Till (“That boy must have been surprised! For / These were grown-ups. Grown-ups were supposed to be wise.”) or one about the power of riots (“They were black and loud. / And not detainable. And not discreet.”) might spark useful, fascinating discussion today. And beyond (or perhaps alongside, perhaps through, perhaps tangled up with) their relevance, Brooks’s poems also have beauty and grace and rhythm (“Let it be alleys. L et it be a hall / Whose janitor javelins epithet and thought”) that reward reading, rereading, and discussion. It may not be a likely choice, but I can still dream. Nikki Steele Bad Feminist  by Roxane Gay: I can think of very few books that would open up the same types of intense discussions about feminism, power, race relations, and pop culture than Bad Feminist. And I believe Gay is one of the only authors who could handle that level of public discourse, based on her current social media presence and how her book remains approachable even when talking about difficult topics. Rachel Manwill The Portable Dorothy Parker by Dorothy Parker: Sometimes we need to be reminded that “classic” does not automatically mean “old, white guys.” Parker’s wit and wisdom is on full display in this compendium of her writing, and at her best, Parker’s writing has an uncanny way of being relevant to modern society and to modern people. Holding a unique space in 20th century letters as a poet, short fiction writer, screenwriter, critic and satirist, Dorothy Parker has the ability to elucidate and entertain all in one breathe. Alison Peters Maps by Nuruddin Farah. As one of Zuckerberg’s ruminations on books notes, Books allow you to fully explore a topic and immerse yourself in a deeper way than most media today.” I champion fiction to fulfill this requirement, and I could not have been more immersed in Farah’s Maps, the story of Askar, a boy who comes into manhood amidst the confusion and turmoil of modern day Africa. His father died in the Ethiopian civil war; his mother died bringing him to life; and Askar, a newborn found (in Somalia) next to his mother’s dead body, is taken in and loved by a woman who is herself an outcast in this small village, due to her Ethiopian heritage. Askar struggles with understanding the ways of his world war, the male-dominated society, colonial education, family ties and ethnic prejudices. Come for the story, fall in love with the beautiful, beautiful writing interspersing dreams with memories with folktales with regular old narrative that had me mesmerized, and continues to haunt my reading dreams. And it’s the first novel in Nuruddin Farahs Blood in the Sun trilogy, which means readers can immerse themselves even further in books two, Gifts, and three, Secrets. Dana Staves Haroun and the Sea of Stories by Salman Rushdie. When the fatwa was issued against Salman Rushdie following the publication of his novel The Satanic Verses, Rushdie was forced into hiding, and on the other side of that dark time emerged the novel  Haroun and the Sea of Stories. Haroun is a young boy whose father has always been a wildly entertaining storyteller, nicknamed the Shah of Blah. But suddenly, his mother leaves, and his father loses the ability to tell stories. In the fantastical story that follows, Haroun must go on a quest to stop the Sea of Stories from being drained, thereby silencing the storytellers forever. While the book reads as a funny heroic quest novel, it is, at its heart, a defense of storytelling. This book is the powerful, curative medicine of Story, a tradition which has always been, and a tradition which must continue, in all its power and diversity. This book is also the sugar to take that medicine down with, as entertaining as it is illuminating. Amanda Nelson Death By Black Hole: And Other Cosmic Quandaries by Neil Degrasse Tyson. This collection of scientific essays aims to make  astrophysics accessible, and if theres one thing we all need in this age of rampant science-denying, its a little accessible scientific perspective. Neil Degrasse Tyson delivers with rants about scientific accuracy in movies, easy-to-grok explanations of relativity and quantum mechanics, and a compelling outline of just what would happen to your body if you were sucked into a black hole. Zuckerberg wants to focus on other cultures, beliefs, and histories, and I think a good starting point would be a look at the one thing all cultures have in common:  our tiny space in an infinite (as far as we know, anyway) universe. ____________________ Follow us on Tumblr for for book recs, literary talk, and the occasional pic of a puppy reading.

Sylvia Plaths Personality, Perspective, And Poetry

On October 27, 1932, a dramatic metamorphosis was born into the poetry and literature world. This revolution was Sylvia Plath. Born to Otto Plath, a German immigrant who became a graduated college professor, and one of his students, Aurelia Schober, she would soon become one of the most influential writers of her era. However, early in her life, her father died of diabetes mellitus. This was a common form of diabetes that was easily treated in that time period, but her father had allowed ignorance to take him, leading to a decline in his health and eventually death. This was a pivotal moment that began to influence Sylvia s personality, perspective, and poetry. After some time, financial circumstances forced Sylvia s mother to move†¦show more content†¦To find inspiration for her writing, to simply jot a thought on paper, or to exhaust the activities and frustrations of the day, she would often seek comfort and security within the lined pages of her notebooks. Some were even successful in the publishing processes. Her journals became her most relied upon friend and the place she turned to confide in, presenting a completely unconventional and candid side of her that wasn t seen anywhere other than on those pages. In these books, she captured story plots, detailed her hopeful ambitions, and voiced her dissatisfaction with life. After her death, many of these journals were recovered by her husband and published, although numbers of drastically intimate passages have been either destroyed or kept confidential. While Plath had always been a wondrous academic student, it was during her undergraduate years that she began to experience first-hand symptoms of severe depression that would conclusively lead to her suicide. On June 20, 1958, she wrote in one of her journal entries: It is almost as if my life were magically run by two electric currents: joyous positive and despairing negative—whichever is running at the moment dominates my life, floods it. This passage accurately portrays most of Sylvia s life and her emotions during multiple tragedies. She was known to be a very indecisive individual regarding emotions. According to Poetry Foundation, This is an eloquent description ofShow MoreRelatedTed Hughes Birthday Letters1199 Words   |  5 PagesBIRTHDAY LETTERS Introduction: Conflicting perspectives are different points of view expressed and influenced by ones context and values. â€Å"Birthday Letters† by Ted Hughes is an anthology of poems challenging the accusation that he was responsible for his wife, Sylvia Plath’s death. The three poems The Minotaur, Your Paris, and Red are an insight into Hughes justification of the death of Plath using a very subjective and emotive poetic form. The poems possess many deliberate techniques such as extendedRead MoreConflicting Perspectives - Hughes1429 Words   |  6 Pagesunderstanding of the concept of conflicting perspectives. The audience can see that there is a great deal of ubiquity in relation to Conflicting Perspectives. Ted Hughes’ poetry gives his account of a tumultuous part of his life whilst Christine Jeff’s film portrays a different point of view than that given by Hughes’. It is through looking at Salinger’s novel, that the role of the authoria l voice in contrast to the protagonists can create a conflicting perspective between the protagonist and the audienceRead MoreSylvia Plath Comparison Essay1339 Words   |  6 PagesComparison: Sylvia Plath’s â€Å"Tulips† and Mary Oliver’s â€Å"Poppies† Throughout time females have found it hard to achieve acceptance and accreditation in the world of poetry. However, two American female poets, who were born in the 1930’s, did make a name for themselves. During this era of rapidly changing gender roles, social values and world politics, these women were able to produce a rich variety of poetry. These poets are known for their driven personalities and their captivating poems about alienationRead MoreConflicting Perspectives Essay2065 Words   |  9 Pagesconflicting perspectives and their representation? The notion of truth being a defined reasoning and represented as a one sided argument is unmistakably how most audiences visualize it. The concept cannot be interpreted in such close mindedness, as to tell the truth is to speak what appears â€Å"truthful† to â€Å"you†. Conflicting perspectives arise when the visualization of how feasible or veracious something is differs between individuals. The controversy surrounding Ted Hughes and Sylvia Plath, contentiousRead MoreTed Hughes conflicting perspectives1230 Words   |  5 Pagesï » ¿Conflicting Perspectives Essay Composers deliberately manipulate conflicting perspectives in order to achieve their purpose. This may be a unanimous truth amongst composers whether it is to attract sympathy, inform the responder, or to make a comment on the functioning and morality of society. In order to achieve their purpose, composers deliberately manipulate responder’s conflicting perspectives so that they will have the same perspective as them. Ted Hughes utilises the subjective nature ofRead MoreSylvia Plaths Poem Mirror1978 Words   |  8 Pagesan eye. Because time is something that we can never get back, growing older is an idea that many try to deny, especially in today’s society. Told from a mirror’s point of view, the mirror in the poem witnesses the truth of what it means to age. Sylvia Plath’s poem, Mirror, is a poem that deals with the truths and lies in the struggle a woman goes through when grasping the reality of aging. The poem is appealing due to the ways in which Pl ath successfully uses personification, figurative language, andRead MoreFlowered Memories: an Analysis of Ted Hughes Daffodils1319 Words   |  6 Pageswhat you are writing about. See it and live it. Ââ€"Ted Hughes, Poetry in the Making Edward James Hughes was English Poet Laureate from 1984 to his death in 1998. Famous for his violent poems about the innocent savagery of animals, Ted Hughes was born on Mytholmroyd, in the West Riding district of Yorkshire, which became the psychological terrain of his later poetry (The Literary Encyclopedia). He was married to the famous Sylvia Plath from 1956 up to her controversial suicide in 1956. BelievedRead MoreThe Child Father Relationships Of Daddy And My Papa s Waltz1402 Words   |  6 Pagesrelationship that he child will have. The way a parent interacts with his/her child has a huge impact on the child’s social and emotional development. Such cases of parent and child relationships are presented in Theodore Roethke’s â€Å"My Papa’s Waltz† and Sylvia Plath’s â€Å"Daddy†. While Roethke and Plath both write about a dynamic between a child-father relationship that seems unhealthy and abusive, Plath writes about a complex and tense child-father relationship in which the child hates her father, whereas RoethkeRead More Present the way in which imprisonment is presented in The Bell Jar1960 Words   |  8 Pagesairless jar that distorts her perspective on the world and prevents her from connecting with the people around her. At the end of the novel, the bell jar has lifted, but she can sense that it still hovers over her, waiting to drop at any moment. The narrative technique used in The Bell Jar is a first person narrative. Straight away we get the idea of imprisonment through elements of the unhappy narrative voice in the early chapters. The first sentence of Sylvia Plaths The Bell Jar alerts the

Love Sonnets by Sir Thomas Wyatt and Sir Philip Sidney

Love is a difficult thing to express in words in any given language. It is near impossible to convey the paradoxical pain and pleasure of love that sounds dreadfully horrid but simultaneously magical. Most people are often confused and have a hard time figuring and sorting out exactly how they feel and felt about their love and relationship. However, to love someone or be loved by someone is a special gift, and to be able to convey your gratitude for whatever you received out of the relationship is an extremely intense and concentrated task. Poetry is one of the best ways to express oneself sincerely. With the time and convections that go into writing poetry, it allows the reader to think of exactly what he or she desires to say, and†¦show more content†¦The last quatrain is the ending to the narrator’s thought, which is then summarized in the ending couplet. The ending couplet reads: Then farewell world, thy uttermost I see; 13 Eternal Love, maintain thy life in me. 14 The ending couplet acts as a sort of last word for the sonnet. It is usually not specific, but generalized to convey the basic idea of the sonnet and what the author was essentially trying to say and what he has come to after his experiences. This gives the poem a very solid feel to the ending; it feels like a catharsis for the narrator. Although similar in form and topic, the theme and tone of the two sonnets are not entirely similar. Both of the sonnets are based on love and the complex emotions that come from it, but they both do not share the same end feeling toward the general concept of love. In Sir Thomas Wyatt the Elder’s â€Å"Farewell, Love,† the narrator seems to be accepting of the failures that sometimes occur with love, and seems a little saddened and used by love and relationships. The tone that the narrator gives is that he has lived and experienced and doesn’t care or feel the desire to experience anymore. This is emphasized with the last two lines of the poem that read: For hitherto though I have lost all my time 13 Me lusteth no longer rotten boughs toShow MoreRelatedComparing Two Love Sonnets by Sir Thomas Wyatt and Sir Philip Sidney1797 Words   |  8 PagesLove is a difficult thing to express in words in any given language. It is near impossible to convey the paradoxical pain and pleasure of love that sounds dreadfully horrid but simultaneously magical. Most people are often confused and have a hard time figuring and sorting out exactly how they feel and felt about their love and relationship. However, to love someone or be loved by someone is a special gift, and to be able to convey your gratitude for whatever you received out of the relationshipRead MoreElizabethan Poetry Essay582 Words   |  3 PagesOf Singing Birds. Wyatt and Surrey In 1557 Tottel printed A Miscellany of Uncertain Authors commonly known as Tottels Miscellany. Sir Thomas Wyatt (1503 - 42) and Henry Howard, Earl of Surrey (1517-47) made valuable contributions to this anthology. Wyatt transplanted the sonnet form from Italy to England.Both Wyatt and Surrey wrote sonnets based on the Petrarchan model, the form which immortalized by Shakespeare and Milton. They brought the theme romantic personal love in poetry to BritainRead MoreElizabethan Poetry941 Words   |  4 PagesGeorge Puttenham’s The Arte of English Poesie (1589) and Sir Philip Sidney’s The Defense of Poesie (1595): early attempts to think about English poetry as a distinct national tradition. Puttenham and Sidney were concerned to build a canon and help shape English poetry into a tradition capable of rivalling more prestigious literatures (for example of Italy and France). The courtly lyric/ Petrarchan love sonnet introduced to English by Sir Thomas Wyatt and Henry Howard, Earl of Surrey: not the only poeticRead More Sonnets 18 and 130: Defending and Defying the Petrarchan Convention1241 Words   |  5 PagesSonnets 18 and 130: Defending and Defying the Petrarchan Convention  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚   During the Renaissance, it was common for poets to employ Petrarchan conceit to praise their lovers. Applying this type of metaphor, an author makes elaborate comparisons of his beloved to one or more very dissimilar things. Such hyperbole was often used to idolize a mistress while lamenting her cruelty. Shakespeare, in Sonnet 18, conforms somewhat to this custom of love poetry, but later breaks out of the moldRead MoreSir Philip Sidney’s defence essay, â€Å"An apology for poetry,† refers to poetry â€Å"as an art of1900 Words   |  8 PagesSir Philip Sidney’s defence essay, â€Å"An apology for poetry,† refers to poetry â€Å"as an art of imitation [†¦] [that] speaks metaphorically† (Ferguson, Salter Stallworthy, 2005: 331). Sidney’s essay epitomises the pivitol importance and art of creating poetry. From the 1500’s to the 1660’s, England found itself a process of complete rebirth of all its importan t facets. Transformation in its social and cultural, as well as philosophical and religious approaches was evident. This transformational processRead MoreSonnet 9 Of Astrophil And Stella1254 Words   |  6 PagesA sonnet, 14-line poem, written about an unrequited love, meaning the love is not returned. They were originally written in Italian, until Sir Thomas Wyatt translated them into English. The poem shows a pursuit of the beloved with the narrator of the poem having an inner conflict between reason and passion. This comes to play in Sir Philip Sydney’s Astrophil and Stella. In his writing, The Defense of Poesy, he says the purpose of poetry is to teach and delight, and he does this in Astrophil and StellaRead MoreSynopsis Of A Poem Rhyme 1574 Words   |  7 Pagesthat is not true after I learned about the sonnet in class. Usually, sonnets use rhymes a lot. There are two major rhyme schemes on sonnet: Petrarchan (or Italian) sonnet and Shakespearean (or English) Sonnet . Both of the sonnets have different rhyme schemes. A sonnet consists of a single stanza of fourteen lines. The lines are mainly iambic pentameter and linked by an intricate rhyme scheme. A sonnet is a poetic form, which originated in Italy. The sonnet was used in Italy, France, Spain, NetherlandsRead MoreElizabethan Era11072 Words   |  45 Pagesbetween France and England was largely suspended for most of Elizabeths reign. The one great rival was Spain, with which England clashed both in Europe and the Americas in skirmishes that exploded into the Anglo-Spanish War of 1585–1604. An attempt by Philip II of Spain to invade England with the Spanish Armada in 1588 was famously defeated, but the tide of war turned against England with an unsuccessful expedition to Portugal and the Azores, the Drake-Norris Expedition of 1589. Thereafter Spain providedRead Moreâ€Å"the Spirit of Renaissance and Elizabethan Era†5448 Words   |  22 Pagesfrom paradise in Paradise Lost; playwrights, such as Christopher Marlowe and William Shakespeare, composed theatrical representations of the English take on life, death, and history. Nearing the end of the Tudor Dynasty, philosophers like Sir Thomas More and Sir Francis Bacon published their own ideas about humanity and the aspects of a perfect society, pushing the limits of metacognition at that time. England came closer to reaching modern science with the Bac onian Method, a forerunner of the Scientific

Branding in Fmcg Free Essays

Branding strategies in FMCG Chandranshu Charan 09ESHYD011 Branding strategies in FMCG Contents 2 Acknowledgement †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Objective- †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Methodology †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Structural Analysis of FMCG Industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. We will write a custom essay sample on Branding in Fmcg or any similar topic only for you Order Now 5 Distinguishing features of Indian FMCG Business †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 1. Design and Manufacturing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 2. Marketing and Distribution†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 3. Competition †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 Application of functional knowledge †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 Santoor: For a Younger Skin †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Taj Mahal Tea†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Fair Lovely: Chand ka Tukda †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Center Shock: Hilake Rakh De †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Brand Positioning strategies for competitive advantage †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 Interim findings and observation of the report †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Brand Equity †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 12 Brand loyalty †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Awareness of the brand †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 Perceived quality †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 A set of associations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 Other proprietary brand assets †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 Appraising brand assets †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 Ingredients for Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Financial †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Innovation from the inside out – RD in the FMCG industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Hul Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 15 Interview with an Industry expert †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 6 Limitation of Branding †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 17 Reference †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 18 Branding strategies in FMCG 3 Acknowledgement I owe a great many thanks to a great many people who helped and supported me during the writing of this project. I express my deepest thanks to my Guide Dr. G Radha Krishna for guiding and correcting documents of mine with attention and care. He was always there to show me the right track when I needed his help. With the help of his valuable suggestions, guidance and encouragement, I am able to perform this project work. I would also like to thank my colleagues, who often helped and gave me support at critical junctures during the making to this project. Branding strategies in FMCG 4 A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless. Stephen King WPP Group, London Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It’s often the element that causes most businesses the biggest challenge, but it’s a vital step in creating the company identity. Company‘s brand identity will be repeatedly communicated, in multiple ways with frequency and consistency throughout the life of a business. In Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), Consumers generally put less thought into its purchase than any other products. Here top of mind recall playing a vital role while taking purchase decision. Effective branding strategy is indispensable tool in FMCG sector. Though FMCG is the oldest market, it has gone through a complete transformation. The FMCG market becomes the first indicator of a lifestyle of a society or of a nation. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. The shorter product life cycles and increasingly competitive environment have become a global trend in FMCG sector. On an average, FMCG Company introduces 70 to 80 new products per year. Profit in FMCG goods generally scales with the number of goods sold rather than the profit made per item. The classification generally includes a wide range of frequently purchased consumer products category including: toiletries, soaps, cosmetics, tooth paste, oils, Tea, shaving products, detergents, and other non-durables such as glassware, bulbs, batteries, paper products and plastic goods. In order to sustain a fast pace of new product introduction, it is important to have potential new ideas ready for development. Brand loyalty has become irrelevant where many homogenous products are flooded in the market. Informed customers are making rational purchasing decisions. This makes niche a conditional option for FMCG companies. Moreover all the major players like HLL, P G, Marico, Colgate-Palmolive and Britannia have tried to create a niche market within the mass market to grow profitably. Many FMCG companies time to time formulating marketing and branding strategy to gain brand equity. An effective Integrated Marketing Communication strategy helps in to achieve the required goal. Creating a strong brand identity, leveraging new product categories and growing the customer base are core concerns for consumer product companies. Firms are looking to maximize profits and market share in a highly competitive environment that includes such challenges and risks as demanding customers, consolidation and global expansion. Branding strategies in FMCG Objective- 5 ? To study branding strategies for consumer goods used by companies to attract consumers. ? To study different positioning strategies that may influence an individual‘s Behavior choices. ? To know the limitations of branding. Methodology Literature review. ? Evaluating Branding Strategies and Practices of different product category. ? Interaction with Industry Experts. Structural Analysis of FMCG Industry Typically, a consumer buys FMCG goods at least once a month. The sector covers a wide gamut of products such as detergents, toilet soaps, toothpaste, shampoos, creams, powders, food products, confectione ries, beverages, and cigarettes. Typical characteristics of FMCG products are: ? The products often cater to 3 very distinct but usually wanted for aspects – necessity, comfort, luxury. They meet the demands of the entire cross section of population. Price and income elasticity of demand varies across products and consumers. ? Individual items are of small value (small SKU’s) although all FMCG products put together account for a significant part of the consumer’s budget. ? The consumer spends little time on the purchase decision. He seldom ever looks at the technical specifications. Brand loyalties or recommendations of reliable retailer/ dealer drive purchase decisions. ? Limited inventory of these products (many of which are perishable) are kept by consumer and prefers to purchase them frequently, as and when required. Brand switching is often induced by heavy advertisement, recommendation of the retailer or word of mouth. Distinguishing features of Indian FMCG Business FMCG companies sell their products directly to consumers. Major features that distinguish this sector from the others include the following: – Branding strategies in FMCG 1. Design and Manufacturing 6 1. Low Capital Intensity – Most p roduct categories in FMCG require relatively minor investment in plan and machinery and other fixed assets. Also, the business has low working capital intensity as bulk of sales from manufacturing take place on a cash basis. . Technology – Basic technology for manufacturing is easily available. Also, technology for most products has been fairly stable. Modifications and improvements rarely change the basic process. 3. Third-party Manufacturing – Manufacturing of products by third party vendors is quite common. Benefits associated with third party manufacturing include (1) flexibility in production and inventory planning; (2) flexibility in controlling labor costs; and (3) logistics sometimes it‘s essential to get certain products manufactured near the market. 2. Marketing and Distribution Marketing function is sacrosanct in case of FMCG companies. Major features of the marketing function include the following: 1. High Initial Launch Cost – New products require a large front-ended investment in product development, market research, test marketing and launch. Creating awareness and develop franchise for a new brand requires enormous initial expenditure on launch advertisements, free samples and product promotions. Launch costs are as high as 50-100% of revenue in the first year. For established brands, advertisement expenditure varies from 5 – 12% depending on the categories. 2. Limited Mass Media Options – The challenge associated with the launch and/or brandbuilding initiatives is that few no mass media options. TV reaches 67% of urban consumers and 35% of rural consumers. Alternatives like wall paintings, theatres, video vehicles, special packaging and consumer promotions become an expensive but required activity associated with a successful FMCG. 3. Huge Distribution Network – India is home to six million retail outlets, including 2 million in 5,160 towns and four million in 627,000 villages. Super markets virtually do not exist in India. This makes logistics particularly for new players extremely difficult. It also makes new product launches difficult since retailers are reluctant to allocate resources and time to slow moving products. Critical factors for success are the ability to build, develop, and maintain a robust distribution network. 3. Competition 1. Significant Presence of Unorganized Sector – Factors that enable small, unorganized players with local presence to flourish include the following: 2. Basic technology for most products is fairly simple and easily available. 3. The small-scale sector in India enjoys exemption/ lower rates of excise duty, sales tax etc. This makes them more price competitive vis-a-vis the organized sector. 4. A highly scattered market and poor transport infrastructure limits the ability of MNCs and national players to reach out to remote rural areas and small towns. Branding strategies in FMCG 7 5. Low brand awareness enables local players to market their spurious look-alike brands. 6. Lower overheads due to limited geography, family management, focused product lines and minimal expenditure on marketing. A general assessment of this would lead to the conclusion that FMCG is not a Structurally Attractive Industry to Enter. Entry barriers are high due the nightmare logistics associated with distributing a FMCG and the limited mass media options available to build a brand. Likewise, the intensity of competition from branded and unbranded goods and the power of retailers make the FMCG a structurally unattractive industry in which to enter and difficult industry in which to remain a competitive player. Application of functional knowledge Soap Category Santoor: For a Younger Skin Brand: Santoor Company: Wipro Agency: FCB Ulka Santoor is south India‘s no1 soap brand. As per sales data it contributed close to Rs 850 crore in 2008-09 to the company‘s coffers and became the leading brand in South India in its category. The brand which focuses on rural India has been growing at 29% for the past three years, on a year-onyear basis. The brand was launched in 1985 as an ordinary soap with sandalwood and turmeric as its main ingredients. The brand was initially test marketed in Bangalore and encouraged by the positive response, the brand became national a year after. The brand was positioned as the beauty + skin care at a reasonable price and the brand derived strength from the efficacy of the ingredients. At that time the brands which had sandal as the main ingredient was Moti and Mysore Sandal Soap. The brand derived the name from combining Sandal + Turmeric and it is not from the musical instrument that it got the name Santoor. Although the brand became popular, the company was not satisfied with the results. The customers were not buying the ingredient story. The research suggested that customers are not correlating the brand with skin care and beauty. Branding strategies in FMCG 8 Thus started the brainstorming on getting the ? WOW † factor to build the brand. The wow factor came in the form of the new positioning ? For Younger Looking Skin†. The positioning comes from the consumer insight that ultimately the customers look for a younger skin which is another smart way of defining beauty. The focus on ? Younger Skin† also acts as a powerful differentiator because other brands were focusing on â€Å"beautiful skin† or â€Å"looking beautiful†. The next big idea came in the form of communicating the ? Younger Skin? concept using â€Å"Mistaken Identity? theme (source: MG Parameswaran’s Book). The brand has consistently developed this theme over these two decades of its existence. Santoor is a brand has consistently understood the consumers and was not complacent to change. The brand was the first one to use a Mother and her five year old daughter to endorse the brand. Most of the ads showed spinsters in their campaigns while for Santoor, the protagonist were Mothers. But showing Mother as the protagonist had its share of issues also. The customers felt that since this brand is meant for adults, it will not be soft on skin. This made the company to change the size texture and the shape of the product. Indian women’s mindsets were evolving and breaking free from the traditional mindset. The Mother-daughter equation and the campaigns set in the supermarkets, wedding and bangle shop did not do well with the achievement oriented customers. That was a message to the marketers that the product communication has to change. The achiever protagonist was introduced in 2004. The campaign showed the mother as a successful fashion designer with the same positioning and theme. The brand also extended itself to a range of beauty products and to talc. Now Santoor have face wash, talc, soap and fairness cream. Year 2006 saw a big change in the marketing strategy for Santoor. They move into celebrity endorsement. The campaigns showed Saif Ali Khan (in North) and Madhavan (south) in the TVCs. The TVC’s shows these celebrities along with the Mother and child in the theme. Using a celebrity without a change in the overall positioning will have a positive impact to the brand. The use of celebrity will make the ad sticky thus making the campaign more effective. The brand is facing tough competition from heavy weights and is now seeking support from outside to stay as a leading FMCG brand. Branding strategies in FMCG Tea Category 9 Taj Mahal Tea Brand:Taj Mahal Tea Company: HLL Taj Mahal tea has changed its Brand Face (brand ambassador). Recent TVCs show Saif Ali Khan endorsing the brand. Taj Mahal has been using the Tabla Maestro Ustad Zakir Hussain as its brand ambassador from 1990’s. Since Ustad Zakir was endorsing only this brand, the recall was high. Over the period of time, the brand ambassador became synonymous for the brand. Ustad and Taj Mahal were touted as the classic example of a successful celebrity endorsement. The collaboration with the brand and the ambassador went that far that Ustad once challenged in a TVC in 2001 that he will stop playing tabla if he come across a better tea. That TVC created lot of controversy. The new brand ambassador is Saif. The new face may be an attempt to make the brand more contemporary. Ustad and his fans are getting older. Hence there is a chance that the new generation may miss out on the charm of Ustad (generation gap). So the attempt may be to make the brand relevant to the new generation. In theory we site examples where the users of the brand getting older and the brand not able to connect with new generation. HLL does not want this to happen with a power brand like Taj Mahal. Cosmetic Category Fair Lovely: Chand ka Tukda Brand: Fair Lovely Company: HLL Agency: Lowe Fair Lovely (FAL) is the brand that revolutionized the Indian Skin care industry. This brand is World’s first and largest Fairness cream brand with a presence in 40 countries and a value of around Rs. 6 billion. Indian skin care market was dominated by conventional beauty care products like Bezan, Multani Mitti etc. FAL changed all that. Launched in 1975, FAL is the product born in the Unilever research center. In 1988 the brand went international. FAL commands a market share of over 70% in the Rs 1000 crore fairness market in India. FAL virtually created and owned this category for long. In the fairness market, FAL enjoyed monopoly till Cavin Kare entered this lucrative segment with Fairever. The success of Fairever prompted many players like Godrej to tap the market. Branding strategies in FMCG 10 FAL sustained the pressure from the competitor by careful branding and new product launches. The brand never failed to emulate and learn from the competitor . When Fairever launched the ayurvedic variant, FAL launched a much better variant. Competition is coming from Ozone Ayurvedics with their brand ? No Marks‘ tries to carve a niche. HLL countered with FAL Antimarks and launched a controversial comparative ad that took the steam out of ? No Marks‘. When Fairever launched the soap, FAL also responded with soap. FAL never allowed the competitors to gain an upper hand in the market which it created. FAL achieved such tremendous success because of careful branding and ad campaigns. Initially HLL do some ugly talking about fairness. Some of the ads were controversial because of gender inequality and stuff like that. It was necessary at that period because the category was new and the brand should first talk about the need to be fairer. Now the brand has laddered up to more aspirational values like â€Å"Transformation of Women† The insight is that the transformation will be more than skin deep. The ads showing a girl achieving the ambition of being a cricket commentator (a male bastion) were very much effective in connecting with the target group. HLL has also extended the brand to more aspirational values by launching Fair Lovely foundation that works for Women Empowerment achievement and Transformation which are the qualities for which FAL stands for. FAL have also launched a premium sub brand Perfect Radiance to tap the premium segment of the market. Fair Lovely was able to dominate the fairness market because of careful marketing and is a showcase of the marketing genius of HLL. Confectionary Category Center Shock: Hilake Rakh De Brand: Center Shock Company: Perfetti Vanmelle Agency: O M Center Shock is an interesting brands or rather it is a disruptive brand in the sense that the brand just makes all marketing theories look funny. Conventional marketing wisdom says that the product should deliver a promise and satisfy a need. Here is a confectionery brand that tasted sour making itself a market leader in less than 6 months time. Center Shock was launched in 2001 and at that time, the chewing gum market was at cross Branding strategies in FMCG 11 roads. The market lifecycle was at the decline stage. Although the market was worth Rs 300 crore, it was declining at a faster rate at 25-30%. Perfetti then decided to break the category degrowth and make this category more exciting to the customers. This peculiar gum gave a distinct fruit filled acidic taste to the customer which really gave the customer a shock. The brand was an extension of the highly popular Center Fresh known for its Fruit Gel Center. Center Shock came in two flavors: Peach and Apple. Center Shock broke into picture through two clutter breaking ads crafted by O. The first ad of the barber created a huge impact in the market. The ads won lot of accolades for O. According to reports, the brand became market leader within no time with a share of over 35% beating Center Fresh from the same company. The first TVC was followed by the second one featuring a dude visiting his girlfriend’s home to meet the parents. According to brand experts the creative brief for Center Shock was simple -break the clutter and make it funny and distinct and really shocking and the ads just did that. The brand adopted one of the funniest and best taglines ? Hilake Rakh De? which translates to ? Will shake you UP†. The brand was positioned as a fun brand and customers liked the change. The brand had virtually shaken the market. During those days most of the chewing gum brands were sold on sales promotions and seldom marketers invested any thing more on ads. Center Shock brought back the trust on advertising in the category players. To sustain a brand like Center Shock for longer period of time is a difficult proposition. Although this brand had a very short PLC, the brand showed the power of advertising. A good advertising can make people eat a sour candy and be happy about it. Brand Positioning strategies for competitive advantage In present scenario the consumer mind is cluttered with numerous brand names for various categories. So companies‘ strategy is to create a perception for their brand in the prospect‘s mind so that it stands apart from competing brands and approximates much more closely to what the consumer wants. One of the major contributions of positioning theory t marketing strategy is to bring out the concept of ? distance‘ and dissimilarity between brands in the ? perceptual space‘ of the prospect and to uncover the many opportunities for such perceived differentiation based upon the capabilities of the product and its antecedents. These differentiation strategies revolve around different aspects of the brand which can be expressed as four questions- Branding strategies in FMCG 12 1. Who am I? This question deals with the origins of the brand, its parentage. The brand can be position with reference to its corporate identity or as an extension of a well established brand. 2. What am I? This question relates to the capabilities of the brand and can be further broken up: (a) Category-Related Positioning (b) Benefit-Related Positioning (c) Positioning by Usage Occasion (d) Price-Quality Positioning 3. For whom am I? This is the strategy of positioning a brand for a carefully chosen target segment where it is the best fit and has competitive advantage. Any functionally similar products can be differentiated through positioning by different segments. Such positioning can be by demographic, behavioral, benefit seeking and psychographic segments. 4. Why me? All the above strategies should enable to create a distinct and persuasive perception of a brand. Aggressive marketing companies try to add to their brand a clinching advantage through some unique feature. Positioning by competitor, that is through compassion with the main competitors, is another way to demonstrate a brand‘s superiority and answer the question ? why me? ‘ Interim findings and observation of the report One such intangible asset is the equity represented by a brand name. For many businesses the brand name and what it represents is its most important asset-the basis of competitive advantage and of future earnings streams. The first step in identifying the value of brand equity is to understand what it is-what really contributes to the value of a brand. Subsequently look at several methods of placing a value upon a brand which will provide additional insight regarding the brand concept. And finally some issues facing those who create or manage brands will be introduced. Brand Equity It is a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm or to that firm customers. If the brand‘s name or symbol should change, some or all of the assets or liabilities could be affected and lost, although some might be shifted to a new name and symbol. The assets and liabilities on which brand equity is based will differ from context to context. However, they can be usefully grouped into five categories: Branding strategies in FMCG 13 Perceived Quality Name Awareness Brand Association Brand Loyalty BRAND EQUITY Name Symbol Other Proprietary Brand Assets Provide value to customer by enhancing customers: Interpretation/Processing of information Confidence in the purchase decision Use Satisfaction Provide Value to firm by enhancing: Efficiency and effectiveness of marketing programs Brand loyalty Price/margins Brand extensions Trade leverage Competitive advantage Fig-Brand Equity (Source-D. A. Aaker) Brand loyalty-for any business it is expensive to gain new customer and relatively inexpensive to keep existing ones, especially when the existing customers are satisfied with or even like the brand. The loyalty of the customer base reduces the vulnerability to competitive action. Competitors may be discouraged from spending resources to attract satisfied customer. Further higher loyalty means grater trade leverage, since customer expect the brand to be always available. Branding strategies in FMCG 14 Awareness of the brand- people will always buy a familiar brand because they are comfortable with the familiar. A recognized brand will thus often be selected over an unknown brand. The awareness factor is particularly important in context in which the brand must first enter the consideration set-it must be one of the brands that are evaluated. Perceived quality-it will directly influence purchase decision and brand loyalty, especially when a buyer is not motivated or able to conduct a detailed analysis. It can also support a premium price which in turn can create gross margin that can be reinvested in brand equity. Further perceived quality cab be the basis for a brand extension. If a brand is well-regarded in one context, the assumption will be that it will have high quality in a related context. A set of associations- the underlying value of a brand name often is based upon specific associations linked to it. Association such as Ronald McDonald can create a positive attitude or feeling that can become linked to a brand such as McDonald‘s. If a brand is well positioned upon a key attribute in the product class competitors will find it hard to attack. Other proprietary brand assets- brand assets will be most valuable if they inhibit or prevent competitors from eroding a customer base and loyalty. These assets can be several forms. E. g. a trademark will protect brand equity from competitors who might want to confuse customers by using a similar name, symbol and package. Appraising brand assets Brand loyalty-what are the brand loyalty levels by segment? Are customers satisfied? What do exit interviews suggest? What are customer feedback regarding their problems with buying or using the brand? Awareness- what brand awareness level exists as compared to that of competitors? What could be done to improve brand awareness? Perceived quality- what drives perceived quality? What is important to the customer? What signals quality? Are prices and margins are eroding? Brand associations- what mental image, if any, does the brand stimulate? Is there a slogan or symbol that is a differentiating asset? How are the brand and its competitors positioned? What does the brand mean? What are its strongest associations? Other brand assets-is there a patent or trademark that is important? Are there channel relationships that provide barriers to competitors? Branding strategies in FMCG Ingredients for Strategy 15 Creating a strong brand identity, leveraging new product categories and growing the customer base are core concerns for consumer product companies. Firms are looking to maximize profits and market share in a highly competitive environment that includes such challenges and risks as demanding customers, consolidation and global expansion. The components of strategy would be- Financial Adi Godrej, Chairman Godrej Group stated, ? We are aiming to triple our turnover by 2012 by focusing on our fast moving consumer goods (FMCG) business — Godrej Consumer Products (GCPL), Godrej Sara Lee and Godrej Hersheys. At present the consumer goods turnover is Rs 2,300 crore and the group aims to reach revenues of Rs 8,000 crore for this business in the next four years. We will also look at inorganic growth as a medium to grow.? In the process, the group would be investing Rs 100 crore per year on brand communications. So for any successful branding strategy Finance played a vital role. The brand salience requires advertisement in different media vehicle. Innovation from the inside out – RD in the FMCG industry RD plays a key role in helping FMCG manufacturers meet constantly changing consumer needs whilst driving down costs. The Fast Moving Consumer Goods (FMCG) industry is highly competitive and driven by consumer preference. Research and development (RD) and innovation, therefore, play a key role in helping manufacturers meet constantly changing consumer needs, whilst driving down costs. Hul Strategy We shall now take up one company, HUL (Hindustan Unilever Ltd) formerly HLL and see how the complex task of brand management is actually handled. This company is taken for this article as HUL is considered as one of the most successful in Brand Management . HLL has a large brand portfolio consisting of nearly 110 bands. In every product line, it has built a number of brands over a period of time. Quite a few brands have come to its fold from the parent company. It has also acquired several ongoing brands from the market. HLL also vigorously pursues brand extension strategy. And concurrently, HLL undertakes line pruning and brand restructuring and consolidation, based on marketing compulsions. HLL is also playing the rejuvenation and relaunch game. With great benefit the corporate-level endeavors at business expansion and diversification are also throwing new challenges on the brand strategy front. HLL lends itself for a proper understanding of the complexity of the brand management task. We shall examine how HLL handles the complex demands in brand management. Such an array of brands is the outcome of a conscious corporate strategy by HLL. As a corporate, HLL wants to be a leader in every one of its businesses and the strategy is to fight on the strength of the competitive advantage arising from the possession of strong brands. It is this strategy that is Branding strategies in FMCG 16 getting reflected in the development of a multitude of strong brands. If we take the business of bathing soaps, as an example, HLL has the objective of being a national player (not a niche or a regional marketer) and the leader therein. HLL also wants about 30 per cent of the corporate income to come from this line. So, HLL opted for the strategy of developing quite a few strong brands in this line, and among them they cover different market segments and price points. Dove, Lux, Liril, Rexona, Pears and Lifebuoy are the outcome of such a well planned brand strategy implemented over time. Interview with an Industry expert In order to gain industry insight regarding the FMCG best practices in branding strategy I got an opportunity to have a telephonic interview with Perfetti Van Melle (India) Ltd. Brand manager based in Delhi. (Due to some reason he does want to disclose his name. ) Q. What is your branding Strategy? A. We are currently managing 15 brands and for each brand we adopt differential branding strategy. But everything depends upon the distribution channel. So our strategies always focus to strengthen the distribution network. Q. What strategies you adopt to launch a new communication plan? A. It starts with Idea generation then financial investment. Under financial How to cite Branding in Fmcg, Papers

Mobile Learning in Pedagogy

Introduction Mobile learning (m-learning) is a current development that supports pedagogy. It enables students to learn in environments that do not necessarily have formal structures. The current student is more experiential hence seeks to relate with the physical environment.Advertising We will write a custom critical writing sample on Mobile Learning in Pedagogy specifically for you for only $16.05 $11/page Learn More Mobile learning enables students to learn in any environment they maybe in- a bus, park, or any other place apart from a class. This paper discusses the impact of m-learning in pedagogy. Contextual Critique Despite the positive impact of m-learning in pedagogy, it is associated with some negativity. Due to lack of a formal environment, students will not get an opportunity to enjoy formal interaction between them and their teachers (Cobcroft, Towers, Smith Bruns, 2006). They do not get the chance to ask questions where they do not underst and and especially in the case of English. The use of mobile learning leads to â€Å"lack of teacher confidence, training, and technical difficulties with devices used† (Facer, Faux, McFarlane, 2005). Grade 5 IT students may be more drilled to m-learning compared with formal learning hence may develop a disregard for the latter. The notion that they have more control over their learning process increases their reliance on the digital tools and not on their teachers or fellow peers. The m-learning process does not allow for assessments and exchange of feedback. M-learning is deemed a threat to the structured style of learning. Keough (2005) also points out that m-learning is a technology that is based on concept and not every student may have the opportunity to use it. As a result, there may be division in class as those students with the m-learning devices deem themselves as being a notch higher than the rest of the students and the teachers. This would be the ideal case for IT students because they are able to manipulate these devices.Advertising Looking for critical writing on education? Let's see if we can help you! Get your first paper with 15% OFF Learn More In addition, technologies such as these may be hard to use and especially for the English students. M-learning is still a new technology and just like any other technology, is bound to change and grow. Therefore, it is not a standard mode of learning that is widely recognized: lacks a curriculum that can be followed by subsequent generations. M-learning therefore should be incorporated with other models of learning that are considered acceptable (Muyinda, 2007). The m-learning is not reflective since one just takes-up information contained in these devices yet it may not be credible (Laurillard, 2007). Relevance of Conversational Framework The conversational framework is an ideal guide for formal education in that it guides tutors on how to develop and implement effective teachin g styles. It is a web-like framework marked by distinct interactive patterns that govern the pedagogical process. It ensures that learning maintains a teacher directed pedagogical approach but in an interactive manner that gives students the opportunity to explore the physical environment. In an English class for example, the conversational framework guides towards an interaction between the teacher and the students and this is beneficial compared with a traditional teacher-centred framework (Laurillard, 2007). English is a social subject that requires exchange of ideas through brainstorming, discussions, and asking questions. There is also interaction among the students based on what each one of them has learned in the various informal settings.Advertising We will write a custom critical writing sample on Mobile Learning in Pedagogy specifically for you for only $16.05 $11/page Learn More These kinds of interactions results in iterative dialogue that e nables the students to understand the subject better (Laurillard, 2002). An interactive approach is also imperative for IT students since updates in this field are continual and may require transfer of certain applications like software and certain files. The conversational framework is applicable in this case as well since theory during discursive learning is the basis for further discussion in experiential processes. During discursive learning the students can ask about what they learnt and the teacher may respond with reference to the theory. Once this has been articulately understood by the students, they are in a better position to apply their self-gained knowledge as augmented by the teacher’s understanding and knowledge to understand information obtained from the mobile devices. The conversational framework gives room for reflection as both the teachers and students try to integrate their views to get a better and broader understanding of the subject in question (Lauri llard, 2007). Students are able to delve deep into their surrounding environments and learn as much as they can with the help of their teacher and peers. My Own Opinion The emergence of m-learning has greatly enhanced the pedagogical process because learning is not restricted to the formal class set up. The m-learning has some hitches which can be counteracted by the conversational framework.Advertising Looking for critical writing on education? Let's see if we can help you! Get your first paper with 15% OFF Learn More The conversational framework is an ideal model that applies to various types of learning. It helps to modify the learning style so that it takes a more interactive and practical approach. In the age of m-learning in which students are likely to develop a greater control over their learning to the extent of disregarding the importance of a teacher, the conversational framework helps to control this. This is because the conversational framework incorporates the m-learning process with the formal process to create a teacher-student structure. Students therefore are able to learn more through sharing their learning experiences among themselves and with their teacher. References Cobcroft, R., Towers, S., Smith, J., Bruns, A. (2006). Mobile learning in review: Opportunities and challenges for learners, teachers, and institutions. In Proceedings Online Learning and Teaching (OLT) Conference 2006. Brisbane: Queensland University of Technology. Facer, K., Faux, F., McFarlane, A. (2005). Ch allenges and opportunities: Making mobile learning a reality in schools. Proceedings of mLearn 2005. Retrieved from http://www.mlearn.org.za/ Keough, M. (2005). 7 reasons why mlearning doesn’t work. Retrieved from http://www.mlearn.org.za/ Laurillard, D. (2002). Rethinking University teaching: a conversational framework for the effective use of learning technologies (2nd ed.). London: RoutledgeFalmer. Laurillard, D. Pedagogical forms for mobile learning: framing research questions. (2007). In N. Pachler (ed.), Mobile learning: towards a research agenda. London: WLECentre, IoE. Muyinda, P. (2007). MLearning: pedagogical, technical and organisational hypes and realities. Emerald Insight, 24(2), 97-104. This critical writing on Mobile Learning in Pedagogy was written and submitted by user Michaela Howe to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.