King Leopolds Ghost Essays -- English Literature Essays

King Leopold's Ghost Out of sight mind is very convenient. If we don’t see what is really going on it is easier for us as consumers to sleep at night. Capitalism, colonialism and slavery are still practiced today, but in foreign countries and in a different manner. Before reading King Leopold’s Ghost, when I thought of slavery I thought of the transatlantic slave trade or Africans working as slaves in the US. After reading the book my eyes were open to a whole new perspective on slavery, capitalism and colonialism. When buying a product from a local store, one rarely inquires of the origin of the product’s raw materials as well as the working conditions / living conditions of the employees who created it. Our clothes, toys, accessories, and many other items have more history than we decide to realize. Take the designer imitation shoes you bought on sale from Payless for $10. Did ever wonder why or how you could get such a â€Å"Great Deal!† If the tag says â€Å"MADE IN CHINA†, it was produced for very cheap labor possibly by children working and living in conditions we would find unbearable for ourselves. In a way it is slavery, because in poor countries jobs are often scarce and pay is bad. If you have a job you will go to extremes to keep it, not because you like the job, but because you need it to survive. The owner of the business knows that and therefore he or she has a control over your life. This form of slavery is linked directly to capitalism and communism first b ecaus...

Ethical modifications on marketing relations Essay

In this paper I will analyze and assess legal and ethical modifications on marketing relations as it relates to both consumers and organizations. This research will analyze three to five ethical issues that relates to marketing and advertising, intellectual property, and regulation of product safety. The discussion of arguing for or against Direct-to-Consumer (DTC) marketing by drug companies will also be analyze. This paper will also determine who regulates compounding pharmacies under the current regulatory scheme, what the Food and Drug Administration (FDA) could/should have done in the PharmaCARE scenario and whether the FDA should be granted more power over compounding pharmacies. Throughout this paper the decision on whether PharmaCARE’s use of Colberian intellectual property would be ethical in accordance with: Utilitarianism, Deontology, Virtue ethics, Ethics of care, and my own moral / ethical compass will be discussed. There will be an analysis discussed on the way PharmaCARE uses U.S. law to protect its own intellectual property while co-opting intellectual property in Colberia. A discussion will be determined at least three ways the company could compensate the people and nation of Colberia for the use of its intellectual property and the damage to its environment. Compare PharmaCARE’s actions with those of at least one real-world company whose creativity in skirting legal technicalities led to ethical lapses and financial loss. Be able to determine the success PharmaCARE and WellCo shareholders would have in suits against the companies. Determine whether or not PharmaCARE lives up to its brand. Recommend at least three changes PharmaCARE can make to be more ethical going forward. Ethical Issues Ethical issues are situations or problems that calls for a person to choose between two alternatives. In marketing and advertising ethical issues can arise when advertising weakens or undermines personal autonomy. Also, it promotes consumption as way of life and it destroys credence in the written or spoken word (Ethics, 2013). In intellectual property it creates a monopoly for firms and enables them to charge prices for their innovations that are more than the marginal cost of the production. When valuable products are given intellectual property protection this creates an ethical issues (Sonderholm, 2010). In regulation of product safety everyone within  the company are expected to act and abide by the company’s Code of Ethics or conduct (McBain and Balassone, 2012). As a result, of the ethical theories being used throughout this paper, one can see how the drug companies are important and what they need to do in order to obtain and maintain their clientele. The different t heories applied throughout this paper have discussed how important the theories are and how they can interrelated to better understand how drug companies operate. Overall, the drug companies should use the distributive justice theory to provide and distribute health care evenly to all individuals. Direct-to-Consumer There have been several different theories used to either argue for or against Direct-to-Consumer (DTC) marketing by drug companies. The ever increasing cost of health will continue to present health care issues and ethical challenges that will result in a better understanding of how to use ethical tools when looking for the best drug companies for an individual. Therefore, ethical theories and principles will help to focus on the clearer direction one must take in order to make a decision about one’s future. Regulates Food and Drug Administration State boards of pharmacy typically regulate compounding by pharmacies, but federal legislation also plays a role. The Food and Drug Administration (FDA) could have force PharmaCARE to shutdown because of how they were operating. They were operating under extreme working conditions. The people in Colberia were being exploited (hazardous working environment) and taking advantage of (wages). This type of working environment is unethical. The FDA will continue to provide proactive and for-cause inspections of compounding pharmacies, and FDA plans to take aggressive action, including enforcement actions, as appropriate to protect the public health and the people of Colberia. The FDA should be granted more power over compounding pharmacies because FDA has been conducting inspections of compounding pharmacies for cause and proactively to identify pharmacies with deficient sterile compounding practices. There have been more problems identified at compounding pharmacies across the country and the FDA intends to continue its inspection and enforcement efforts to address these problems, using currently available resources (FDA, 2013). PharmaCARE and Colberian Ethical theories represent the grand ideas on which guiding principles are based. The theories that will be used throughout this paper will discuss how important ethical theory is and when implement in a company how effective they will be for the company. The use of utilitarian refers to all action should be directed toward achieving the greatest happiness for the greatest number of people. In other words, the utilitarian approach implies that insurance companies should insure some type of insurance to all people because this makes unhealthy people healthier sooner than without insurance due to the cost and high price of physicians. The stakeholder’s theory implies that business ethics discussions are based on the responsibilities of the decisions from managers and executives (Luxury, 2007). Deontology Virtue ethics Ethics of care Own moral and ethical compass In Kant’s categorical imperative, he refers to how everyone should be treated as a free person and should be equal to everyone else (Luxury, 2007). Therefore, drug companies should not choose to do the same thing for the same reason for all their patients. In using adverse selection, it refers to how different individuals that are on one side of the market have better information than the other individuals do on the other side of the market (Luxury, 2007). The drug companies will offer the wealthy a cheaper price over the poor and this type of behavior is unethical. Therefore, the poor will start doing things that makes it hard for them to obtain the products from the drug companies. Health care is necessary to meet everyone’s health needs and thus to promote equality of opportunity, which is such an important value in American political culture. According to Childress (2000), he states that Dan Brock’s interpretation of health care is, â€Å"While health careâ €™s impact on people’s well being is fundamental to why justice requires that it be available to all, it is possible to capture most of this impact of health care under the concept of opportunity. It is health care’s role in promoting equality of opportunity that makes ensuring access to health care for all a fundamental requirement of justice† (30). Analyze PharmaCARE PharmaCARE uses the U.S. law to protects its own intellectual property by ensuring that the patents, copyrights and trademarks are protected. This enables people and other organizations to earn recognition or financial benefits from what they create or produce. Although, these rights extends only to the U.S. anyone who desires to patent, copyright or trademark protection in other countries will have to apply for to patent, copyright or trademark in each country that they choice because each country has their own patent, copyright and trademark law (Intellectual, 2013). Compensate the people of Colberia PharmaCare can compensate the people and nation of Colberia by cleaning up the environment such as using safe and healthy products to eliminate the hardzarous chemical smell and spill. They can offer the employees better wages and health insurance. By offering better wages for the people this can help them continue pour in revenue for their country, helping the country to begin to prosper. The company can also make the working conditions in the building better so that the employees will be able to come to work in a healthier working environment. If all of these suggestions are completed then the people and nation of Colberia can start to live a better life. Real Word Company Hospira manages it task environment in accordance with setting goals and working to meet the goals of the organization (Thompson, 2007). When the pharmaceutical company sets a safety goal is regards to OSHA’s goal, then they work vigoursly towards maintaining this goal, so they will not be in violation. They believe that this is a unique opportunity for human resource to step in and take the lead in developing tools and capabilities. This will help to identify and strike down on barriers that keep employees from doing their very best. According to Sullivan (2006), the challenges that need to be address are how to increase the output volume that the organization faces on a daily basis; what would be an innovation for continuous improvement; and what would the employee recommend to the organization for improvement and change.The critical part for human resources is being able to align  their mission and priorities of the organization and engaging the minds of employees in thei r work (Pomeroy, 2006). The challenges that need to be addressed are in organizational design, hiring the most talented person and moving people around to different locations. Success PharmaCare and WellCo The shareholders of PharmaCARE would have a stockholder’s derivative action against them because of the improper management of the company. According to Hill and Hill (1985-2005) stockholder’s derivative action is a lawsuit governed by corporation’s shareholders to help protect the corporation and shareholder’s benefits against any wrongdoings and improper management from the corporation. The shareholders of WellCo. have a stockholder’s action against PharmaCARE for failure to provide due diligence before the transaction of purchase took place. The company failed to provide all the necessary information to WellCo. and in return WellCo. is now responsible for all of the assets and liabilities that PharmaCARE created before the purchase. PharmaCARE is now free from all of the debt and liability the company created therefore, PharmaCARE success depends on the company’s continued products that are delivered to their clients without the adverse re actions of the development and marketing product of AD23. PhamaCARE brand The following information will determine why PharmaCARE lives up to its brand. When talking about the rational system perspective, PharmaCARE portrays their ability in this way because they enforces a strong urge for growth and with their concise and clear goals set, they have proven this and is maintaining their status. They have become a great organization by ensuring their rules and regulations are enforced (Scott and Davis, 2007). In the natural system perspective, they have highly motivated individuals who are willing to work harder and smarter to obtain a clear since of pride (Scott and Davis, 2007). They focus on their mission and vision statement and they stand by it in order for them and the organization to be prosperous. In the open system perspective, PharmaCARE has maintained the change and have grown to an organization of pride and prestige. They still invest in the right product and ensure they spend their money on profitable means. Therefore, making it cheaper for cons umers to buy their products and for the organization to make a profit. The major challenges that PharmaCARE  will be facing in the next two to three years will be how they will withstand their financial responsibilities and keeping their clientele. These challenges are most important because as PharmaCARE continues to make products they will continue to be introduced to new clients and they must be able to meet the demands of the clients. Their financial responsibilities comes into play when they have to try to come up with new products and if they are already over budget then the new products will not be able to be completed. In addition, by PharmaCARE trying to keep up with other pharmaceutical companies and clientele, this leads to the employees working longer hours and are not compensated for their work. This situation can end up with some of PharmaCARE’s employees leaving to work for the competition. Therefore, PharmaCARE must ensure that their financial and client responsibilities are met in order for PharmaCARE to stay a successful organization and meets the needs of their employees. PharmaCARE has implemented a human resource department and they focus on continued success within the organization. Although, the human resource department is a department of its’ own, this department runs the organization because everything must go through this department for any changes. Therefore, the change in thi s human resource department for PharmaCARE would be in the best interest for this organization. Recommendation I recommend the following actions for change with PharmaCARE for strategic purposes. They are analyzing, forecasting, planning, implementing and evaluating. In analyzing the overall workforce, planning system should be well thought out, systematic and documented. The effectiveness of planning depends on the detail, accuracy and reliability of the information sources. It is important to identify all factors that could influence future demand for outputs service as well as competencies of the internal and external supply of labor (Scott and Davis, 2007). Information that is gathered during the analyzing phase must be reliable and accurate. In forecasting, PharmaCARE should consider the future needs of the organization. One of the most useful outcomes is the identification of potential problems or issues facing the organization. The data collected from the information sources should help develop a gap analysis and emergent strategies to manage the future. It involves the identification of any predicted changes and  developments that may result from a demand and supply chain (Thompson, 2007). In planning, strategies initiatives, programs and policies should be developed to address the gaps within PharmaCARE. This will ensure that the recruitment and development will be critical of a needed staff for a successful workforce plan. In implementing, it is critically important to put together an implementation plan to carry out the planned activities included in the workforce plan. According to Scott and Davis (2007), this will be the process for using all the information gathered and devising a plan to execute the new strategies. In evaluating, there should be an evaluation of the workforce plan because this is imperative in determining if the devised strategies are addressing the gaps specified. It is important to obtain feedback concerning the effectiveness of outcomes from the plan. PharmaCARE should design a plan that would be more effective in the managerial and business aspect of the organization. A logical implementation plan for a human resource program for PharmaCARE would be to offer a new set of curriculum and qualifications opportunities that is truly built around the needs and as pirations of each employee. By matching the best employees in the organization, PharmaCARE would allow all employees to have opportunities to learn in ways, which motivate and pushes them to work harder for a successful and well deserve future (Mathis and Jackson, 2006). PharmaCARE’s human resource program works in the area of development, such that managers are mentors to supervisors. This allows growth and knowledge within the organization. PharmaCARE prides itself in being a successful organization and will be served better with the right approach to the implementation initiative. Human resources will have more flexibility in hiring, supporting and managing their people. PharmaCARE should do the following in order to become a more successful organization. Increased flexibility will strengthen accountability based on transparency, fairness and respect. Human resource management relations will become more collaborative with both management and employees working together to foster a mature, healthy and productive workplace. The goal is to make it easier to attract, hire, support and retain the best people. This is a great opportunity if it is done right, PharmaCARE will be a better place for people to work and will provide better service to th eir employees and customers. References Childress, J.F. (2000). Summary and Synthesis of Papers and Discussion at Ethics in Oral Health Policy Seminar. Retrieved from http://www.nidcr.nih.gov/NR/rdonlyres/7E3F3CDF-B133-4503-B8C1-049793F869D9/0/Childress.pdf Ethics of Advertising (2013). Retrieved from http://www.carroll.edu/msmillie/busethics/ethadvertising.htm FDA Implementation of the Compounding Quality Act. (2013). U.S. Food and Drug Administration. U.S. Department of Health and Human Services. Retrieved from http://www.fda.gov/Drugs/GuidanceComplianceRegulatoryInformation/PharmacyCompounding/ucm375804.htm Hill, G. & Hill, K. (1981-2005). Shareholder’s Derivative Action. The Free Dictionary. Retrieved from http://legal-dictionary.thefreedictionary.com/shareholder’s+derivative+action Intellectual Property Law and Policy. (2013). The United States Patent and Trademark Office and Agency of the Department of Commerce. Retrieved from http://www.uspto.gov/ip/ Luxury primary care-market innovation or threat to a ccess? (2007). The New England Journal of Medicine. Massachusetts Medical Society, 346(15) 1165-1168. Retrieved from http://content.nejm.org/cgi/content/extract/346/15/1165 Mathis, R. & Jackson, J. (2006). Human Resource Management. (11th Ed.). New York. Thomason-South-Western. McBain, J. & Balassone, J (2012). Product Safety Case Studies. Santa Clara University. Retrieved from http://www.scu.edu/ethics/dialogue/candc/cases/product-safety.html Pomeroy, Ann (2006). Society of Human Resource Management. HR Is Mission Critical at the FBI. Volume 51, No.6. Retrieved from SHRM Online http://www.shrm.org/hrmagazine/articles/0606/0606pomeroy.asp Scott, W.R., & Davis, G. (2007). Organizations and organizing: Rational, natural, and open system perspectives. Upper Saddle River, NJ: Pearson Prentice Hall. Sonderholm, J. (2010). Ethical Issues Surrounding Intellectual Property Rights. Wiley Online Library. Retrieved from http://onlinelibrary.wiley.com/doi/10.1111/j.1747-9991.2010.00358.x/abstra ct Sullivan, John. (2006). Workforce Management. HR’s New Opportunity: Removing Barriers to Productivity. Retrieved from http://www.workforce.com/section/01/article/24/38/30.html

IMC plan of Lays Seaweed Flavor Snack Essay

1.1 Purpose The purposes of this creative platform are to understand the product and target market, to aware of the current promotional mix, to develop the IMC objectives and to discuss a creative strategy and major selling idea that suitable the best with this product. To expand and develop the promotions of the current product so that it increases the sales and has better image for the consumer to consume the product. 1.2 Limitations This creative platform have the limitations of time and limitations of information of the writer can gain since we can not contact the company and only can access from the public materials, therefore it may contains some errors due to the limitations of the writer as well. 1.3 Authorization This report is created for Indofood company to discuss about the current product of Lays as well as to improve the promotion and creative strategy in order to maintain its competitive advantage in the market. This report is commissioned by Thomas Thjie, CEO of Indofood Fritolay Makmur 1.4 Scope of operations The scope of the operations would be in discussing the specific snack product from Indofood which is Lays potato chips seaweed flavor in various elements of company background, product description, competitor analysis, and target  market in Indonesia region. The informations of this report is gathered from public materials, corporate website, web articles and text book. This report also contains current description of promotional mix, IMC objectives and response hierarchy as well as creating a new promotional tool and suitable creative strategy that would suit best to sell this product to the target market. 2. Background of Company PT Indofood Fritolay Makmur started commercial operations since 1990. The company hold the brand of Lays, Cheetos, Chitato, Chiki, and JetZ brands manufactures and markets snack food. (Bloomberg Businessweek, 2014) The company also offers cassava chips under Qtela brand. PT Indofood is based in Jakarta, Indonesia. Since March 17, 2010, PT Indofood Fritolay Makmur has been a joint venture with PT Indofood CBP Sukses Makmur Tbk and Pepsico, Inc. PT Indofood CBP Sukses Makmur Tbk (â€Å"ICBP† )is an established market-leading producer of packaged food products with a diverse range of products providing everyday food solutions for consumers of all ages. According to PT Indofood (2010) Many of its products brands are among the strongest brands with significant Top-of-Mind status in Indonesia and have gained the trust and loyalty of millions of consumers in Indonesia for decades. (PT Indofood , 2010) ICBP was established as a separate entity in September 2009 and listed on the IDX on 7 October 2010. It was established by means of internal restructuring of the CBP Group of Indofood, the parent company, listed on the IDX since 1994. Following the listing, Indofood remains the majority shareholder of ICBP with 80% ownership. Hence, ICBP continues to enjoy synergies with other Indofood Group companies to maintain its competitive advantages. Most of ICBP’s business operations and product brands have been well-established for many years, with many of them enjoying leading positions in their respective market segments. Its various business operations are noodles (Indomie, Supermi, Sarimi, Sakura, Pop Mie, Mi Telur Cap 3 Ayam and Pop Bihun), dairy (Indomilk, Cap Enaak, Indoeskrim and Orchid Butter), food seasonings (Sambal Indofood, Sirup Indofood Freiss and Bumbu  Racik Indofood) , nutrition & special foods (Promina, SUN, Govit and Provita) , and snack foods (Chitato, Lays, Qte la, Cheetos and Trenz) which produces and markets a range of western and modernized traditional snacks which will be focus on this report. Here is the vision, mission and values of Indofood Company. VISION A Total Food Solutions Company MISSION To provide sustainable solutions for food needs To continuously improve our people, processes and technologies To contribute to the welfare of the society To continuously improve stakeholders’ values Values â€Å"With discipline as the basis of our way of life; We conduct our business with integrity; We treat our stakeholders with respect; and together we unite to strive for excellence and continuous innovation.† 2.1. Product Description Brief History of Lays, it all started when chip was found by C.E. Doolin in 1932. Tanenbaum (2014,) Doolin loved those corn chips so much that he purchased the recipe and began to sell bags of the crunchy snacks. While Doolin was making his corn chips, Lay was busy producing his potato chips. Lay purchased Atlanta’s Barrett Food Company in 1938 and then formed H.W. Lay & Company. FritoLay (2014) Years later, in 1961, the Frito Company and the H.W. Lay company merged to become Frito-Lay, Inc. Today, Frito-Lay brands account for 59% of the U.S. snack chip industry. Lays started selling products in Indonesia around mid year of 2009. Lays (2013), Before Lay’s entry into the Indonesian market, the brand had already gained worldwide recognition. In Indonesia, Lay’s is marketed and produced as a joint venture between Indofood and Fritolay International, and becoming PT Indofood Fritolay Makmur. Fritolay International itself is also being owned by Pepsico Inc. Lays present their products in 6 flavors, there are  Pizza, BBQ Fiesta, Classic Salty, Grilled Chicken Paprica, Salmon Teriyaki and Seaweed Flavor. In this report, the focus will be Lays Seaweed flavor which contains natural fresh potato with seaweed seasonings. 2.2. Target Market Even though Snack Lays is categorized as undifferentiated marketing, it still needs target market so that it can build the best way to advertise to its perspective costumers. The segmentations of Lays are divided into Geographical, Demographical, Psychographic and behavioral segmentation. The geographical segmentation is about the region or area of the target market. Lays choose Indonesia region especially in Java Islands with the area of City, Urban, Suburban accross Indonesia the size of population: 250,585,668 people (World Population Review, 2014). The Demographic Segmentation is about to targeted the people with both gender whose age between 10 – 25 years old with any family size, but especially a family consists of parents and children. Because It is targeted more to young people or in school age, therefore the education background is children from elementary school to students in the university with any ethnic or racial background in Indonesia . On the other hand, the P sychographic Segmentation which based on the lifestyle preferences will using VALS framework (VALS, 2014). There are 4 types of people Lays want to target. They are first, Experiencers, with the personality of young, excitement, still open to the new, and have a lot social activities. They are potential because they are tend to be an impulsive consumers. Second, is Achievers, they have many needs and wants, goal oriented, like prestige products, predictability. Thy are active self-discovery in consumer marketplace. Third, Believers, people who are idealist, have concrete beliefs, religious, community. They are potential because they are predictable consumers, choose familiar product,and loyal customers.Fourth, Makers are motivated by self-expression, organized, practical people who have constructive skills and value self-sufficiency. They prefer a practical or functional purpose, and buy basic products. Furthermore, Behavioral Segmentation is about the behavior of the target market. Behavioral consists of the occasions of special and regular occasions such as hang out with friends, watch movies, snacks time with The Degree of use in Light use and medium use. The Brand Loyalty of target  market vary into Not loyal, loyal to very loyal . The Benefits target market can have is Lays serve as snacks, good quality, crispy and delicious, convenience, easy to access, enjoyable. Whereas, the Readiness stage is All people who know Lays and the attitudes toward product are neutral, positive attitude toward Lays. 2.3. Positioning Strategy Based on Foote, Cone &Belding (FCB) model, Lays Seaweed Flavo is positioned as Habit Formation (the doer) which in the thinking grid and considered as low involvement. It is habitual purchase and marketers does not have to market the product, yet creating an advertisement to act as a reminder about the product According to Belch& Belch (2009) Positioning can be defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition. Market positioning is the most important factor in establishing a brand in marketplace. Positioning strategy that would suit best with Snack Lays is Positioning by Product Attributes and Benefits. This strategy is to set the brand apart from competitors on specific characteristic or benefit offered. In this case, out of other competitors, Lays offer a unique quality of characteristic of potato chip with seaweed flavor. Lays has been very strategically posit ioned within the snack food industry, the salient attributes which important to consumers and are the basis for making a purchase decision. One of the salient attributes is its international recognition and worldwide brand makes Lays trusted and worthy in the mind of consumers. Moreover, the taste, the brand prestige, and communicating a fun delicious snack brand to the consumers makes the Lays has positive positioned in the mind of target market. 3. Promotional Mix Elements Lays has been using several promotional mix, there are: 3.1. Advertising â€Å"Advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor and usually being used by companies whose products and services are targeted at mass consumer markets† (Belch&Belch, 2009). Lays was using TV advertisement to  promote its product, the advertising was about the deliciousness and irressistible Lays Seaweed flavor. The advertisement can be seen widely in youtube It was an effective nonpersonal communication because it can transmit a message to large number of groups of individuals (mass coverage) at the same time efficiently. It shows an immediate popularity from consumers who tried this new product and most people admit that they are satisfied with Lays Seaweed flavor. Moreover, Lays also had done print advertising in several female indonesian magazine such as citacinta and gogirl (Sulung, 2010) Print media play an important role, in earning the right to carry the Lays’s message of enjoyable and delicious potato chip. Haight (2005) Advertised in Print media can make consumers go backward to consume an advertisement, so it is an amazing alignment between advertiser transmission of Lays message and consumer consumption. 3.2. Sales Promotions Sales promotion provides extra values or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales (Belch & Belch 2012). Lays had done sales promotion in several local supermarkets in carrefour, hypermart, indomaret and alfamart by giving consumers discount, buy1get1 event, and bundles promotion. Recent sales promotion from Lays was related to price promotions in Circle K where consumers can buy two Lays seaweed flavor and additional drink with cheaper price which only IDR 12000 (Circle K, 2014). Lays also had a promotional event in several public holiday event in big supermarkets periodically such as (Lays, 2013) in christmas event when the discount and buy 1 get 1 available widely for consumers. Last, but not least, Lays also created competitions for consumers to win the prize. For instance, last year on March 2013 Lays held Lays Taste Adventure which is a competitions for consumers to post their photo eating lays, in order to win iphone 5, ipod nano, exclusive vouchers and hampers exclusive lays. In 2012, Lays Irressistible Moments Indonesia, (2012), on December 2012 also a contest which offer the opportunity to win exciting prizes by submitting their moments with lays. (Lays Indonesia, 2014)The competitions held in social media by Lays Indonesia, called Harpitdays where the winner can win voucher gift valued of IDR 200,000 for six winners. 3.3. Interactive or Internet Marketing â€Å"It allows for a back and forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time† (Belch&Belch, 2009,p. 12) Lays Indonesia connect and relate with their consumers through internet media with social media sites which is facebook. It is the only official page of Lays Indonesia where directly speaks to Indonesian consumers about the products and promotions and create a platform where people can communicate to Lays. The social media page allows the brand to pay attention or care to the consumers mind by asking their opinions, encouraging their life, giving fun status, games, and more. Compliment and complaing about the brand also can handle well with the use of social media. In addition Lays Indonesia also create website contains basic informations to provide some information about Lays. 4. IMC Objectives According to (Reid, 2001) â€Å"Integrated Marketing Communication (IMC) has been promoted both as an emerging communications philosophy and as a strategic management process for creating and managing the development of strong brands.† â€Å"It is also considered as the planning and execution of all types of marketing communication needed for a product, brand, idea, company or place in order to satisfy a common set of objectives and support the positioning of promotion† (Zimuto, 2013, p. 95). The DAGMAR approach suggest a logical process for advertising and promotion planning. Using DAGMAR approach in IMC objectives would focues the advertisers’attention on the value of using communications based objectives to measure advertising effectinveness and encouraged the measurement of stages in response hierarchy to asses a campaign’s impact (Belch & Belch, 2012). Therefore, the element of SMART (Specific, Measurable, Achievable, Rational, Time-Limit) must be considered in order to create an effective communication with consumers. The advertisement can be done in small space ads, point of sale, and short spots For the IMC Objective, Lays Seaweed Flavor use print or media advertising therefore hierarchy of effects model would fit the best to show the work process. Here is the IMC Objective for Lays: 1. To create brand awareness of Lays Seaweed Flavor among non user young people of the  target market in Indonesia region to 75% by next year. 2. Create a positive feelings toward Lays Seaweed Flavor to 55% and preference of choosing this product to 45% especially by young people age between 12-20 years old who are still in studying in school by next year. 3. To increase sales of Lays Seaweed Flavor by 20% in next year and maintain customers to repurchase and regularly consume the product, to become consumers favorite seaweed snack. New Promotional Tool 5.1. Public Relations In order to reach the objectives and gain more competitive advantage in the market, a new promotional tool is created to able target the market. A new promotional tool that Lays Seaweed have not done before is using public relations. Public Relations defined as â€Å"the management function which evaluater public attitudes, identifies the policies and procedures of a organization with the public interest, and executes a program o action and communication to earn public understanding and acceptance† (Belch&Belch, 2009, p.559). The public relation activity that Lays seaweed will go through is sponsorship. It is strenghten by the opinion of Riley (2012) that Sponsorship is a specialised kind of public relations and increasingly popular, particularly with larger businesses. A business will sponsor an event, team or individual in order to build brand awareness. Because the target is young people especially those who are still in school, so Lays will sponsor a school events at several schools and universities in Indonesia. In the event, Lays will place a fun-catchy advertisement in the place of event to gather attention of the students and create interests and positive feelings to people who see. In the event, Lays can participate by creating some fun games for students to do to create more positive feelings toward Lays. There also may be opportunity to sell products, so Lays can use this opportunity to give free trials to student, young people, it is a good way to grab young non user consumer. The period of doing this public relation suggests in 3 – 6 months. 5.2. Sales Promotions The sales promotions is given to the consumers in the public area, such as  supermarket retailer, shop groceries and also can be given while doing the public relations. This will attract buyers to buy more and consuming Lays Seaweed. Because most people attract to any sales promotions in the market, highly effective if there is any event of the moment such as Public Holiday or Weekend days. The type of sales promotions would be discounts, giving 10% discounts for students who buy Lays Seaweed, buy 1 get 1 free promotion and bundles promotion such as it is cheaper if consumers buy 3 Lays at once and valied with multiple purchases. Vouchers and Gifts also can be given if consumer buy certain numbers of Lays Seaweed, for example 3 and they will be given a gift or if they buy 6 they will be given vouchers. This sales promotions should have limitations of time 1 – 3 months of availability. 5.3. Print Advertising To gain an effective promotional campaign, Lays will also do print media advertising to gain awareness and attention from the urban city people. Although print advertising looks a passive advertising yet it considered effective. Lays Seaweed will do the print advertising in the popular magazines like females magazine such as gogirl!, citacinta, gadis, femina. Food magazine such as sedap, selera,and nova. 5.4. Point of Purchase Moreover, for the other months of not doing sponsorship, Lays can advertise in outdoor advertising to gain mass coverage of attention and point of purchase (pop) by display largely in supermarket retailer, groceries shop and supermarket mall to attract young people who live in urban city. Traffic flows in the grocery store greatly influence grocery shopping behavior. In fact, consumers often buy products that are placed on display simply because they are on display. Retailers use the â€Å"brand-lift index† to measure the incremental sales that occur when a product is on display. In fact, one study indicated that POP displays in convenience stores can increase product sales by nearly 10% (Babin & Harris, 2012). The trials and sales promotions also are provided to ensure effective communication with consumers. 5.5 Internet/Interactive Marketing To develop and maintain current social media promotion with facebook and to  make a new internet or interactive marketing for consumers to persuade them to be active and engaged more with Lays brand from their own place and time. Lays can be updated more informations in the Website as it is considered as inactive and has uninterested layout website. The website should be updated at least once in a month to give audience the new information about Lays activities in sponsorship and promotions. Moreover, giving others useful information such as facts, opinions and ideas will become more interesting and attractive website to let young people experience with Lays from their gadgets and phones. 6. Major Selling Idea Major selling idea is the basis for the central theme or message idea in an advertising campaign (Belch & Belch, 2012). Major selling idea is important part in creative strategy. The competitive advantage Lays have over other competitors are differential advantages, it is created when a company’s products or services differ from its competitors and are seen as better than a competitor’s products by customers. Lays Seaweed have differential advantage in which it has an international recognition and worldwide coverage, with historical background of creating the potato chips and excellent leadership over the years, made it possible for the leaders to work their way up the corporate ladder. More advantages are being owned by a larger corporation like PepsiCo has advantages in its own like mass advertising and an established name. One word to describe the key characteristic that can be used as competitive advantage for Lays Seaweed is â€Å"happiness† because eating the crispy and crunch potato chip would make the consumers feel joy and happy to taste the delicious seaweed potato chip which is unique as a snack. This â€Å"happiness† is strong and meaningful to appeal the target audience. It has positive and good meaning in many ways and all people wants to be happy. Therefore, The selling idea with theme of happiness will be interesting and draw people to know more about Lays Seaweed by consuming it. This major help positioning the brand and creating a brand image because it creates unique selling position in promoting a happiness product. 6. Creative Strategy 7.1. Advertising Appeal Lays Seaweed advertisement is emotional appeal with happines and joy. The idea of the advertisement comes from the magic tree that can produce fresh potato. It called the magic tree because it has sparkles of firework to create delicious potato to become a fresh-cut- crispy potato chip that Lays use to the consumers. 7.2. Execution Style The execution style of this advertisement is dramatisation, because it is dramatized the pictured with a tree and form a firework and potato which burst out to become the potato chip with seaweed seasonings. 7.3. Creative Tactics Headline The headline of this advertising is â€Å"Happiness is closer than you think † This headline is leading position of the ad therefore it placed in the center of the advertisement with a portion of bigger writings than others. The purpose is to gain attention with the happiness in the capital size as it is the main word of the advertisement. It is considered as indirect headline because it provokes curiosity and motivates involvement of people to consume this Lays Seaweed. The headline is indirectly persuade people to eat Lays because it can create happiness, and happiness is easy to get as closer to the local groceries to buy Lays Seaweed. Subheadline The subheadline is placed under the headline with the yellow banner to support the headline. It is smaller the headline and larger than a copy And telling the product of the advertisement. Body Copy Body copy is the main text portion of a print ad. The body copy support the headline and subheadline to perform a good and effective advertisement. The body copy is persuading people to buy the product now and promise they will not regret to taste the Lays Seaweed. Visual Elements The visual elements of this advertisement is considered as colorful and fun with the elements of the potatoes tree and firework sparkle. The lays seaweed is placed on the down right of the advertisement to make consumers focus on the advertisement as much as the product. The visual elements compliment to each other with the background of a sunny day with green grass. The visuals convey a strong meaningful image and compliment the headline, subheadline and body copy. Layout Layout is the physical arrangement of the various parts of the ad – headline, copy and visual The layout of the advertisement is blended together to perform a finished advertisement. The layout is centered to enhance the focus of the people, so as the people see they will focus on the headline, the products image, the subheadline and the body copy as all of them are complimenting each other elements. The layout if full image and has no white space to let people focus on visual and enhance the use of effective advertisement. 7.4. Media Vehicle Media vehicle is the specific carrier, publication or promotional piece used to carry an advertising mesage (Belch & Belch, 2012). The advertisement will be exposed in a print media of popular magazine in Indonesia, in the big mall as an advertisement and as the point of purchase in groceries retailer. In the magazine, the advertisement will be placed on the back cover of magazine as it has more exposure rather than inside the pages of magazine. The reach of potential buyers exposed to the message are expected to be 60% of audiences who see the advertisement. The audience will be exposed to the message for several times, but not too much to ensure the customer attention and not as a disturbing advertisement. So, the frequency of being exposed to the media is from 3 – 10 exposures. While the coverage of the advertisement is people who live in urban city where the advertisement is placed, especially in the public places where people are passing by. The advantages of using this strategy are it is surely will gather consumer’s  attention about the advertisement as it is unique, colorful and interesting. The placement of this advertisement in public spaces where people move a lot and passed by will increase the brand awareness and store the brand advertising in their memory so that when they go to groceries shop, they want to buy and try the Lays Seaweed Flavor. The disadvantages is it is a passive advertising and some people may feel disturbed or dislike towards the advertisement because it did not match their perception. The company’s financial position is strong enough and capable to make this advertisement campaign works because it is a top company in Indonesian which are place in the top as the one of the company which having high gross profits and income in Indonesia 8. Conclusion & Recommendation Lays as one of brand under the PT Indofood company has been known as an international potato chip brand that is sold in many countries, especially in Indonesia. Lays comes in many flavors but the focus of the promotional campaign is the product of Lays Seaweed Flavor because it is a potential product to gain consumers interests and consumption. To create a creative IMC Plan, the target markets are divided into demographic, geographic, behavioral and psychographic. The IMC objectives of Lays Seaweed are determined through the response hierarchy and DAGMAR approach and focus urban and suburban market area with people aged between 10 -25 years old. The positioning strategy is product attributes and benefits with a new IMC mix of Public relations, and Point of Purchase which will strengthen the product position in the market. The creative strategy and the advertisement is created to enhance the creative platform in order to develop Lays Seaweed in new and different ways. Furthermore it i s recommended for the company to develop the public relations activities that benefits the development of young people physically and emotionally by creating an event such for teenagers such as bike for fun, competitions and contests other than sponsorships in order to create stronger values in the eyes of the target market. List of References Belch, B. &., 2009. Advertising and Promotion. 8th penyunt. New York: McGraw-Hill. Bloomberg Businessweek, 2014. Bloomberg Businessweek, viewed 6 May 2014 Circle K, 2014. Circle K Indonesia, viewed 6 May 2014 FritoLay, 2014. History., viewed 8 May 2014 Haight, D., 2005. Advertising and the future of print media. Pulp & Paper, 79(2), p. 64. Insights, S. B., 2014. US Framework and VALSâ„ ¢ Types. , viewed 8 May 2014 Lays Indonesia, 2014. Lays Indonesia Facebook, viewed 10 May 2014 Lays, 2013. Lays., viewed 5 May 2014 PT Indofood , 2010. Indofood CBP. , viewed 6 May 2014 Reid, D. M., 2001. Building Strong Brands through the Management of Integrated Marketing Communication. International Journal of Wine Marketing, vol. 14, no.3, pp. 37-50. Review, W. P., 2014. Indonesia World Population Review., viewed 8 May 2014 < http://worldpopulationreview.com/countries/indonesia-population/> Riley, J., 2012. Promotion – public relations & sponsorship, viewed 10 May 2014 Strategic Business Insights, 2014. Stragegic Business Insights, viewed 10 May 2014 Sulung, A., 2010. Julie for Lay’s. , viewed 10 May 2014 Tanenbaum, K., 2014. Snack Food Rewind: A History of Our Favorite Treats. , viewed 8 May 2014 Zimuto, J., 2013. The Perception Of Small And Medium Enterprises (SMES) Marketing Managers on IMC Strategy in Zimbabwe. Journals of Arts, Science & Commerce, vol. 4, no. 3, pp. 95-100.

Wal-Mart’s Unfair Labor Practices in “Down and Out in Discount America

In â€Å"Down and Out in Discount America,† writer Liza Featherstone (2004) exposes the dirty tactics and unfair business practices that fuel Wal-Mart’s success as a giant retail company, and suggests effective strategies to defeat corporate crime. According to Featherstone, Wal-Mart is one company that literally profits and grows from the presence and worsening of poverty situations, as shown by the results of a study conducted by economist Andrew Franklin which revealed that â€Å"Wal-Mart operated primarily in poor and working-class communities.†Most of the retail company’s customers are â€Å"overwhelmingly female, and struggling to make ends meet. † Featherstone argues that Wal-Mart ensures that its market in the low income segment continually expands by â€Å"creating more bad jobs worldwide. † She also points out that Wal-Mart routinely employs illegal and unethical business practices to maintain its competitive edge over other compani es, including violating wage and labor laws that deprive workers of their living wage and health benefits.More importantly, this set-up â€Å"contribute to an economy in which, increasingly, workers can only afford to shop at Wal-Mart. † The biggest brunt falls on Wal-Mart’s overwhelmingly female workers. As a result, the company has been the subject of â€Å"the largest civil rights class-action suit in history† which â€Å"charges the company with systematically discriminating against women in pay and promotions.† The company has also been cleverly using public funds to subsidize its low wages by encouraging its workers to apply for welfare assistance. Despite the company’s glaring offenses, however, poor women continue to patronize Wal-Mart because it is all they can afford. Featherstone therefore contends that the success of a concerted action against the giant company lies in the ability of stakeholders such as labor unions to go beyond the co nsumer mentality, constructed by big business, in creating avenues of resistance.The author notes that â€Å"to effectively battle corporate criminals like Wal-Mart, the public must be engaged as citizens, not merely as shoppers,† in order to form a movement with enough social and political power to challenge Wal-Mart and to advance the interest of the poor and the working class. Arguably, Featherstone’s article is one of the most convincing and informative pieces there is that provides a balanced and level-headed discussion of an issue that is as inflammatory as â€Å"the â€Å"Wal-Martization† of American jobs.†Ã¢â‚¬Å"Down and Out in Discount America† is clearly intended for a wide spectrum of audience. Featherstone assumes that her readers know Wal-mart but they do not know about its unfair practices and illegal activities. Through the clever use of rhetoric and data, the author delivers an essay that is both incisive and engaging. Featherstone u ses both academic data and well-placed personal narratives of the workers of Wal-Mart to build her case.In the process, she does not need to explicitly state that Wal-mart profits from injustice and deepening income divide, this is already substantiated by the real-life cases and hard statistics that speak about the way the company â€Å"profits not only on women's drudgery but also on their joy, creativity and genuine care for the customer† and conditions its consumers to be heavily dependent on the â€Å"relief† brought by Wal-Mart discounted prices. It is interesting to note that Featherstone incorporates contrary ideas into her piece—such as the welcoming attitude towards Wal-Mart held by poor women—to illuminate and strengthen her stance.Thus, Featherstone avoids taking the â€Å"boycott† stance that would have been too simplistic an answer to as big a problem as Wal-Mart. â€Å"Down and Out in Discount America† also does not have the d epressing tone that most articles dealing with serious social issues are often infected with; this is not to say that the article does not evoke an emotional response from the reader but that it presents an image of women workers, who, despite their desperation and sad circumstance, manage to lend their anecdotes to show the multi-dimensionality of the Wal-Mart experience. One therefore finds it hard not to take Featherstone’s side against Wal-mart.The writer undoubtedly presents a well-informed case that explores the Wal-Mart’s labor issues in both a personal and social angle, and attempts to convince the audience on the logic and soundness of why the poor should stop shopping at Wal-Mart (which Featherstone has already conceded is an exercise in futility) but on why there should be more stringent policies to safeguard the poor from unfair labor practices and why there should be adequate legal measures to punish corporate criminal activities that prey upon the despera tion of the poor and the working class.Featherstone is also right in pointing out the need for a political and social movement that would leverage the interest of the poor and the working class above corporate interests. This movement must be a powerful enough presence to generate political pressure on the government and on big businesses to fulfill their social obligations.Clearly, â€Å"Down and Out in Discount America† is a searing portrayal of what happens when citizens literally put their souls out for a â€Å"bargain† with big businesses, which has transformed them into mere consumers whose participation in political and social decision-making is limited to individualistic shopping and purchase decisions. Fortunately, writers like Featherstone are there to remind consumers that they are, first and foremost, citizens and workers with stakes not only in payday discount sales but in the future and direction of labor and living conditions in the community and the cou ntry.

Program Enhancement Essay Example | Topics and Well Written Essays - 500 words

Program Enhancement - Essay Example The goal of the IAP is to â€Å"reduce recidivism among high-risk parolees by providing carefully targeted services and counseling to youthful offenders throughout correctional supervision, prerelease, community reentry, and community supervision† (National Institute of Justice, 1998). According to The Center for Delinquency and Crime Policy Studies, the IAP is based on five underlying principles for reintegration for juveniles. These five principles are â€Å"(a) preparing youth for progressively increased responsibility and freedom in the community, (b) facilitating youth-community interaction and involvement, (c) working with both the offender and community support systems on qualities needed for constructive interaction and the youths’ successful return to the community, (d) developing new resources and supports where needed, and (e) monitoring and testing the youth’s and the community’s ability to work productively together† (The Center for Del inquency and Crime Policy Studies, n.d.). The IAP was effective specifically in Colorado, one of the states which initially tested the program. The effectiveness of the IAP in Colorado can be attributed to the strong administrative support backed up by a well-trained and committed staff who developed programs centered on a team approach (Wiebush, Wagner, McNulty, Wang, & Le, 2005). In the case of Nevada, another state which tested the program, it was effective in giving the youth intensive community services. The design of the transition structure is noteworthy. One shortcoming of the IAP in Nevada was the high turnover of the liaison position; thus, hampering the coordination between IAP and the community provider networks, which facilitated the transition strategies (Wiebush, et al., 2005). Another problem which beset the program was the lack of involvement of the families of the juvenile. To enhance the effectiveness of the IAP it is suggested that parental involvement should be

Creativity and Play Essay Example | Topics and Well Written Essays - 1500 words

Creativity and Play - Essay Example In reality teachers should be creative in so many areas in teaching felid such as, classroom environment, technology, and activities. To begin, and Teachers should be attention to the classroom arrangement. For example if the teacher is the one how is giving the lesson and explaining to student their desk should face the board, but if they are in team- working activity they should set in circle so they will communicate easily with each other (SARACHO,1998, p6). There should be an interaction between teacher and students; teachers must arrange the class depend on the current situation. Arranging classes properly is in the beneficial of students. Secondly, Technology is also a useful tool which enhances the creativity in classroom. Using computer, active table, and smart board will defiantly increase student engagement during the learning process (Lubart, pp 24). Educators should learn how to teach by technology to be creative. New digital technologies are very useful in classroom and educators should take an advantage of this opportunity and use it to help students in their learning process. Thirdly, activities also play important roles in creativity factor. It helps students to be innovative in solving their problems. Educators should give their students many useful activities that are aimed at helping them to participate and generate ideas. Getting involved in any kind of activity will increase the student IQ (Intelligence quotient) and make them critical thinker (LILLEMYR, 2009, p15). Learning and development depend on internal cognitive structures that are complex in their subsequent evolution and origins. These cognitive structures are intimately connected to children’s cultural and social worlds (WAGEMAKER et al, 1984, p46). Processes such as practice, exploration, mastery, repetition and revision are vital in extending, constructing and connecting cognitive structures. Play activities enable children to impose some structure or organization on a ta ste, engage in ongoing rehearsal of the cognitive processes and make sense of their experiences (MACLUSKY & COX, 2011,

This is speech class Assignment Example | Topics and Well Written Essays - 500 words

This is speech class - Assignment Example For example the organization, punctuation and rhythm of the speech, there is merit to be found. The phrasing, pauses and iterations were so conceived as fitting to an oral presentation. In this regard the speech worked well with the large audience at the Capitol Hill. One can witness members of the audience hooting, nodding or clapping in approval during pauses in the speech. The repetitive usage of the phrase â€Å"We, the People...† added a sense of gravity to the delivery, as these were the same words with which the Preamble to the constitution begins. It thus invoked a sense of history and continuity from the time of the Declaration of Independence. When one searches the speech for significant policy measures that would benefit the majority of the population there were hardly any. Platitude after platitude forms a tired old pattern. Allusions to ‘unity’, ‘racial equality’, ‘destiny’, ‘security’, ‘bipartisanship’, etc flow fluidly from the President’s tongue. There was nothing concrete to suggest if any of these sentiments will translate into constructive policy measure for the people. Seen in this view the speech can be termed as uninspiring. Although the tenor of President’s voice was serious and its effect on the audience somewhat dramatic, there is little of substance to the entire 20 minute long address to the nation. President Obama covers foreign and domestic affairs without going into specifics. For instance he says that every child in America should have equal opportunity of success. But, whether this means greater infusion of funds for the public education system and an overall reduction in tuition fee is anybody’s guess. Likewise, Obama talked about creating a conducive environment for businesses. Taken as such it is a benign idea; but if he was implying huge bailouts for corporations out of tax-payer money then it is a bad deal for citizens. The President’s equivocations