Pepsi and Its Competitors Essay Example

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

Harry Potter and the Sorcerers Stone Book Notes Is a Free Study Guide on Harry Potter and the Sorcerers Stone by J. K. Rowling. Essay Example

Harry Potter and the Sorcerers Stone Book Notes Is a Free Study Guide on Harry Potter and the Sorcerers Stone by J. K. Rowling. Essay Example Harry Potter and the Sorcerers Stone Book Notes Is a Free Study Guide on Harry Potter and the Sorcerers Stone by J. K. Rowling. Essay Harry Potter and the Sorcerers Stone Book Notes Is a Free Study Guide on Harry Potter and the Sorcerers Stone by J. K. Rowling. Essay Harry Potter and the Sorcerers Stone Book Notes is a free study guide on Harry Potter and the Sorcerers Stone by J. K. Rowling. The story begins with a description of the Dursleys, an utterly normal family in England, who are left with baby Harry Potter on their doorsteps. Aunt Petunias sister Lily married James Potter and became a powerful couple in the wizards world. They were killed by the evil Voltemort, leaving Harry with a large scar on his forehead and legacy as the only wizard to escape Voltemort alive. Head wizard Albus Dumbledore decides to have Harry grow up with the Dursleys until he is ready to attend Hogwarts, the premiere magic school in England. At age 11, Harry is wisped away to Hogwarts by the giant gamekeeper, Hagrid, to find himself lost amongst a new world of magic and power. Hagrid takes Harry to Diagon Alley, where he retrieves some of his inheritance from Gringotts, the wizard bank, and purchases his books, wand, and robes from the Leaky Cauldron and Ollivanders. On the train to Hogwarts at platform Nine and Three Quarters, Harry meets his new friend Ron Weasley and Hermione Granger. : Everyone is amazed to meet the famous Harry Potter. On the train Harry also meets Draco Malfoy, a boy with whom he develops a distrust and hatred. At Hogwarts, the children meet Dumbledore, McGonagall, Snape, and Quirrell, all professors and wizards. At the opening banquet, the Sorting Hat decides in which house the children live, sorting Hermione, Neville, Ron, and Harry into Gryffindor, and Draco Malfoy into Slytherin, the house run by Snape and known to have schooled Voltemort in years past. Hermione busies herself with studies, Ron with chess, and Harry with learning about his family and powers. He becomes an expert flyer and is allowed to play Quidditch for Gryffindors team. Draco Malfoy continually tries to get the Gryffindor kids in trouble, by setting them up and dragging them away from their beds at the wrong time. One day, Ron and Harry come across a large troll and rescue Hermione from death. From then on, the threesome spies on Snape and Quirrell and seek to discover the secrets at Hogwarts. They realize that the Sorcerors Stone is hidden by a three-headed dog at Hogwarts and is the secret to eternal life created by Nicholas Flamel. They believe Snape is the culprit behind the evil and try to stop him from destroying Harry and Hogwarts. Meanwhile, Hagrid keeps an eye on Harry and looks out for him. They visit Hagrid and meet his new pet dragon, Norbert. Norbert causes problems for everyone, as dragons are illegal animals. The three send the dragon away to Romania under Harrys Invisibility Cloak and are discovered out of bed doing so. They are branded and punished with detention and stricken of fifty points each. As detention the kids must help clean up the Forbidden Forest with Hagrid. They find a unicorn slaughtered, with its blood scattered across the ground, and are frightened by an evil spirit. The good centaur Firenze flies Harry away from danger in the forest as soon as he discovers who Harry is. Harry, Ron, and Hermione discover that Voltemort tricked Hagrid into revealing the method by which to get past the three-headed dog and to the Sorcerers Stone. They rush past the dog, and through the chambers to stop Voltemort from killing Harry. Ron gets everyone past the life sized Wizards Chess board, while Hermione breaks the riddle that allows Harry to proceed to the ultimate chamber under ground. He sees the Mirror of Erised, the same mirror that shows the hopes and dreams of the person who looks inside. He finds Quirrell in the chamber without his stutter. He admits to hosting Voltemort and trying to destroy Harry in the forest. When his turban is removed, Harry sees a double face on top of Quirrells head it is Voltemort, and he wants to use Harry to get the Stone and then kill him. Harry discovers the Stone in his pocket and tries to kill Voltemort/Quirrel until he blacks out. Harry awakens in the infirmary to Dumbledore congratulating him. He saved the Stone, Hogwarts, and his own life. Because of his bravery and that of Hermione, Ron, and Neville, Gryffindor wins the House Cup for the year. Harry must go back to the Dursleys for the summer, but looks forward to all the magic he will practice and learn in the future.

Childrens Attachment Styles Essay Example | Topics and Well Written Essays - 1250 words

Childrens Attachment Styles - Essay Example According to Van Wagner (n.d.), "attachment is a special emotional relationship that involves an exchange of comfort, care, and pleasure". Attachment, which has branched out to many researches and studies have originated from John Bowlby's theory of attachment. That is, it is in human's nature to have the tendency to make strong emotional bonds and connections to particular individuals. Attachment styles that are attained in childhood can have a probable effect on how a child grows into adulthood. Through this theory, there is a better understanding of child development. Kassin (2004) defines styles of attachments as the secure and insecure attachment. These types of attachments were recognized after the "Strange Situation" test done on parents and their infants to test their reactions after a "separation and reunion" procedure. An infant with a secure attachment is secure when the parent is present. Although distressed by separation, there is no significant trouble when this happens. Upon reuniting with parents after separation, a securely attached child welcomes the parent positively. The insecure styles ... Though distressed if separated from parent or caregiver, the infant seems to feel no relief in the parent's return and may show hostility toward the parent. For the avoidant-insecure attached child, they tend to avoid parents. While they do not reject attention from parents, they also do not seek comfort from parents whenever scared or frightened. The avoidant-insecure attached child seems to have no preference between a stranger and the parent. On the other hand, the disorganized-insecure attached child seems to have a mixed reaction to their parents or caregiver that includes avoidance and resistance. Here, the child appears to show a hesitant or unsure behavior towards the parent or caregiver. After separation, the child probably might seek contact with the parent but will resist the comfort given by the parent. The child's confusing behavior could be caused by a parent being both a fear and reassurance figure to a child. While children do develop styles of attachment at infancy, there are a great many possibilities in how he behaves at adulthood. Ainsworth (1989) stresses in her research that "one must be alert on the fact that key changes in the nature of attachment may be occasioned by hormonal, neurophysiological, and cognitive changes and not merely by socioemotional experience" Here, Ainsworth extended the attachment theory throughout the life cycle to consider the developmental changes in children's attachment style towards parents or surrogate figures and other affectional bonds that he may develop towards others later in life. In another research by Bartholomew and Horowitz (1991), they proposed a new 4-group model of attachment styles at adulthood. Through

Types of Business Organisations Essay Example | Topics and Well Written Essays - 1250 words

Types of Business Organisations - Essay Example The very best thing you can do for a superintended is not to give him more money, more buildings, or a better contract. Instead, give him a tool to make his average teachers just a little bit better and you will see a vastly greater impact across the district than any model school or blue-ribbon program will ever bring. Our coaches are master teachers who are comfortable in any classroom. They love children and love working with children in schools. They possess energy and a positive outlook, making them the kind of people that others enjoy being around.Above all, they are able to communicate their deep, honest belief in teachers, even as they suggest ways for teachers to improve Preparing the stakeholders, which includes the classroom teachers, for the new instructional facilitator’s positions is essential. According to Water’s and Grubb (2004), leadership initiating a change, such as the instructional facilitator positions, must understand the magnitude of the change implemented to use the correct leadership practices. Strategically planning and outlining expectations of the new roles can provide powerful support for the new positions. When the destination is clear and goals loaded with specifics, there is little question about what work is completed or unfinished. According to Heifetz (1994), knowing how hard to push and when to let up is central to leadership. Some teachers may need more time to adapt to the idea of a professional development opportunity that exists in their district and classroom. ... There is no guarantee that the state of Wyoming will fund the instructional facilitator positions past the two-year time frame. The intent being that if a district decides the positions positively affect student achievement after the two-year time frame, the district will provide the funding for instructional facilitators and plan for their sustainability. The sustainability of the instructional facilitator positions will be greatly impacted by the attitude of the teachers towards the instructional facilitators, and what percentage of the teachers invite the instructional facilitators to help them. Researchers at the Kansas University Center for Research on Learning have been refining and evaluating instructional coaching programs. Researchers at the Kansas University Center for Research on Learning, (2004) reports that there are less tangible qualities that impact the success of instructional facilitators. Our coaches are master teachers who are comfortable in any classroom. They love children and love working with children in schools. They possess energy and a positive outlook, making them the kind of people that others enjoy being around. Above all, they are able to communicate their deep, honest belief in teachers, even as they suggest ways for teachers to improve. (p.1) An instructional facilitator's success will depend greatly on how receptive the classroom teachers are to welcoming the instructional facilitators in their classroom. Teacher's attitudes towards the instructional facilitators are crucial. According to Knight (2006) at the University of Kansas, "If teachers like a coach, they usually will try out what the coach suggests. If they don't like the coach, they will even resist helpful

The first two chapters of Hard Times Essay Example for Free

The first two chapters of Hard Times Essay Dickenss was a lively writer who knew what he wanted to write about but also what his readers wanted to read. In each of his books dickenss is careful to select a balance between his own ideas a morel intention with that of what the Victorian public enjoyed, (mystery, crime, romance and comedy). Dickens also felt strongly about the unfair class division in the cities. He was determined to portray the wrongs done to children and make a stand against the utilitarianism in society. (Perhaps his own childhood experiences never left him). All of these factors contributed to the initial creation of Hard Times. In this essay, I will look at the satiric methods Dickens uses in the opening chapter of Hard Times). When first reading the opening chapters of the novel it is apparent that there is an obvious difference in style and language from todays text. The sentences are far longer, some of the language is unfamiliar and Dickenss is clearly manipulating the reader. To do this, Dickens uses a number of techniques, such as humour, irony, wit and exaggeration to describe the education system in this period. These methods combined are known as satire and are all used simultaneously to engage the reader into reading further and believing the plot. This was a very common tool used in the Victorian time as it encompassed comedy and exaggeration to attack an otherwise difficult situation. However this method sometimes involved the twisting of facts and over amplification of ideas in order to convey a view point. Despite this, the technique was widely accepted by Victorian society as they much preferred an exciting and interesting read. Determined to portray an insight into the education system, dickens set about describing a sinister class room scene with the aid of satire. The school is host to a new schoolmaster starting his first day teaching pupils. Dickenss carefully assigns names to each character in relation to their individual personality or stature. For example, the figures of authority are named Mr Gradgrind and Mr Chokumchild which both suggest rough, abrasive and menacing individuals. In contrast a young girl, new to the class, is named Sissy Jupe. A name which compliments her weak, feminine and vulnerable persona.

The Fight Against Child Abuse :: Violence Against Children

Could you imagine how children must feel when they are abused by someone that is supposed to love and protect them, and nothing is done to help them? For this reason, it is important to realize there are legislative laws protecting child abusers from hate crimes, and excuses certain people from mandated reporting abuse. In fact, almost 5 children die every day as a result of abuse (Child Help, 2011). Also, money is spent to convict and imprison child abusers which could be put towards programs that help people to recognize and prevent abuse. Children are the future; therefore, it is important for them to grow up in an environment they can thrive, feel safe and free from harm. After all, as the old saying â€Å"It takes a village to raise a child† stands true to this day. Now is the time for everyone to put forth the extra effort to create ways to bring child abuse, a growing epidemic to an end. As responsible citizens it is the duty to report when child abuse is suspect ed, create laws that implement stiffer penalties, and teach people how to recognize the signs and how to prevent abuse. Anyone that suspects a child is neglected or abused should be mandated to report the abuse to an official, no exemptions, and no exclusions. Childhelp National Child Abuse Hotline if available at 1-800-4-A-CHILD (1-800-422-4453). This number is used to report abuse, or get help from abuse (Help Guide, 2011). A suspected child abuse case is reported every 10 seconds this totals to more than 3 million cases yearly involving more than 6 million children (Child Help, 2011). Imagine how many child abuse cases go unreported! If children are not protected from abuses this may make the victims lash out later in life and be abusers themselves. Bill SB1313 will excuse people that volunteer their time from mandated reporting. An example of a volunteer that would not be required to report abuse under this law would be a Sunday school teacher. If the Sunday school teacher is aware of child abuse within the church, then the teacher would be exempt from mandated reporting (World Net Daily, 2 004). If most child abuse cases go un-reported imagine if this law passed! The number of child abuse cases and deaths resulting from abuse would drastically increase.

Poetry Essay Essay

Brian Patten has produced a great poem called â€Å"The River Story†, which is about a river and how human pollution has affected it over years and years, plus he describes what it was like before and how the river was living. Brian Patten wrote this poem in a huge amount of detail and specifically to show how a river can be affected from human population and the aftermath from the devastation and destruction of the humans to the river. Brian Patten’s purpose for â€Å"The River Story† is mainly about describing the place that the river is situated and also to evoke emotions because Patten wants the reader to feel sorry and sympathy for harshly damaged river. The theme is developed throughout the poem by the way Patten has described the â€Å"river as wearing lily – pads like medals† and â€Å"kingfishes were his secret agents†, these quotes all come under how happy the river is and what a great life it is living. As the poem continues it starts to introduce humans and how they vomit their poisons into him and clogged with garbage and junk. These quotes represent the damage that the humans had caused and how the river is slowly dying and becoming close to nothing but dried up dirt. The structure of the poem has a huge influence on the reader. The poem is has only one stanza with 35 lines, no chorus and the lines varied in length. Patten has put in a few rhymes but there is no rhyme scheme, which indicates how the river has not got a boring life, or dose not have scheduled daily life.