Managing and Developing People (Developing People) Essay

Introduction In this assignment I will be interviewing a member asking for their past experience for undergoing a training programme. I will be researching closely upon aspects†¦ * The need for the individual to be on the training programme? * Training method used? * What the cost was? * Any obstacles which made it difficult? These aspects would make the findings for knowing why the member took the training programme and if they gained any skills or knowledge when on the programme. Alongside with what troubles arose when carrying out the training. Interviewee Description The member which I will be interviewing is a 26 year old female called Miss Georgina McDonald who is smart and civilised. She is hard working and likes to socialise with peers and friends. She is able meet deadlines and able to work under pressure when a great load of work is put upon her. The work which Miss Georgina McDonald would train for would be to use the cash machine at Asda. Miss Georgina has had previous skill from her last job where she had to cash up all the finances of her fathers business on a daily basis. She has good numeric qualifications in which will benefit her for any job. Job Role In Miss Georgina’s previous job she had to cash up all the money which was done in her fathers business and had to input the tight figures so that it couldn’t affect the accounts for the business. Her father had made her do the financing as she had the qualifications for maths and was able to count up properly. In Asda the job role which she would want to do is being at the cashing machine as this is one of the good things she is capable of doing. Identifying Reason for being on Training Programme The environment in which everyone does business in is changing constantly, the knowledge and skill needed for the job will also change. The individual to be on the training programme is so she can improve her skill on how to work on the cash machine. Training for using the cash machine is very essential as proper calculations are compulsory. Asda wants to make sure that who ever work in the cashier section is well trained and have no problems being able to carry out tasks on how to manage the cashier. This is taken as one of the important parts in a business as finance’s can not go wrong. Asda pushes on getting the individual well trained to be able to manage any troubles caused by being able to find out where she has gone wrong. All this matters in training and what they should be taught, what they need to collect how much, they need to give and if they go wrong somewhere how they can cover it. Miss Georgina was given the training as she did not have any cashier skills which would guide her alongside with the job. She had to be given a good level of training so that she could manage a till properly. Miss Georgina had been given the training because she knew without any previous skill or knowledge she would not be able to run a till. There were appraisals with Miss Georgina which helped her with the running and to tell her of any mistakes she was making and setting out objectives for the next appraisal. Description of Training Method For the individual to be on a training programme is so they can handle the work place more efficiently and work with what ever they have been given with best of ability. Usually young people who have left or still studying go on training programmes as it gives them the knowledge and motivation in life. Training methods come useful in the future as it shows what the individual has achieved and what they can offer to the business. Training comes in different form for e.g†¦. * Induction – An induction usually is the best way for people getting involved into activities in a new environment. This helps them to know the new place and be familiar with the others. This helps peoples confidence and be able to communicate with members. In Asda it is essential to give a new comer an Induction this is so that they would get familiar with any health and safety aspects and know where any fire exits are located. In many cases induction days are taken so that individuals can get to know the workforce which they in. This helps build confidence and gain a good communication. * Job Shadowing – This training method is known as an activity which many organisation make employees do when doing a task. This activity can make an individual carry out a task and make them improve on in by someone senior watching or they could do the task by their own skill and be told what they could do better from improving the method. Asda would not use a job shadow to know what the member is capable of doing and how they would increase the skill by telling them what to do. * Mentoring – This method helps individuals to carry out an activity with a senior teaching it. It helps individuals know where they are going wrong and how they can improve it. This helps the individual do the job from its existing skill and if they do it different then expected it would be corrected. Mentoring is a good way of identifying the individual’s capability of doing a task and how they can do it. If a senior is to show them how to use a cash machine they would get to know what the functions are for. This method will be appropriate for Asda to do on the individual. * On the Job Training – Many businesses usually use the method of training the individual at the work place. This is so that they can work with the resources the have there and also start off with using equipment they have to offer. The trainee is ready to undergo any task at the workplace immediately. When working on the job it is also an advantage to get feedback straight away rather then carrying out a task then being told later on. When the mentoring is done it is possible for the member to get on the job training so that they can work on the equipment at the work place. It is more of a benefit to get training in the real life rather then going somewhere and spending time there. If the member is able to carry the task and get training at the same time this would be less time consuming and not costly at all. * Off the Job – Many businesses tend to send there trainee’s off to another place to learn how to carry out tasks. Resources are used which they offer there and they use them to carry the task. Off the job training also consists of sending an individual off to do a course which they learn at a college or university. Off the job training is worth doing at Asda as this could make the individual gain more experience and skill and carry out the task efficiently. Many times Asda does not send employee’s on off the job training as this is costly and time consuming. Identifying Training Needs for Trainee The reason for Miss Georgina to be on the training programme is so that she can increase on her productivity for what she is good at. This would make her efficient and comfortable in carrying out a day to day activity. The training needs which will benefit Miss Georgina would be†¦ > Higher Productivity > Efficiency > Confident in Numeric > Have a high level of Motivation > Good future opportunity The reason why Miss Georgina has to be given this training programme is so that she could gain more knowledge on what she is good at. Miss Georgina is not fully qualified and understands the misuse of inappropriate use of calculations, this is why she has been given the opportunity to go on a training programme which she can touch up on and make sure that she don’t make silly mistakes. Strength and Weakness The strengths for using the training method on the job training will be a strength as it will help the individual to get a better view of the organisation and who they will working with. This is an advantage because it increases confidence and able to socialise with piers. It builds a family environment when doing this aspect because before they can come in to the real job they would have made friends already. For carrying out an OJT this is a way which the member can increase in skills and be able to forward their knowledge to someone else. Advantages of On The Job Training * Training can be delivered at the optimum time, this means it can immediately perform the task any time in the real world. * The trainee will have the opportunity to practise immediately * Immediate feedback will be provided * Training is delivered to trainee from senior who can integrate the trainee in a team. The Weaknesses in a business will always be the time consuming which effects the running as this is a crucial time in a business. If training programmes are made long it will also effect the costing. A weakness for training a member is that after getting the training from somewhere they usually head off some where better. The weaknesses which Asda could face are†¦ Disadvantages for On the Job Training * Too much training can be delivered in one session causing of information overload. * The trainer may not have the right skill and knowledge to teach the trainee with. * If immediate practise is not accompanied by feedback the trainee can feel abandoned after the initial experience. Benefit and Costs for Training The costs for training the individual at Asda will cost nothing as it will be carried out on the job, meaning what every training the member will get will be done in Asda. The reason for this is that it will not cost at all and the individual will be able to stay on the premises that won’t need to go off some where else. The benefit for doing this training will be so that the member can increase their knowledge by doing it efficiently and also if they have the opportunity to get promoted they could be able to handle a sector in Asda. The benefit for members to have a training programme is so that they can increase their skills and knowledge in any task they have been specified, also carrying out tasks more efficiently and in a short amount of time. By giving training it helps individuals to cut down on mistakes and blunders made by them. By training it can help health hazards reducing hazards being encountered at the work place. The costs for having training are the cost of materials which may be needed for the process and also the time needed by the members which will be issuing the programme. For training to be carried out it takes up a great deal of time for the leader as they have to make sure what they are teaching the member is relevant to the programme specified. It is also costly when setting up the resources for using on the training area and time is needed for when doing the training. Obstacles for Training Training can be seen in different ways, firstly, the management of the company might see it as a way of making the company more efficient, as well as teaching important skills to employees in order to improve performance. At the same time it can be seen as a way of rewarding hardworking employees with a different environment for a short period of time. On the other hand, employees might look back on their last training session, still trying to work out what exactly it was they learnt from the experience, but nevertheless having enjoyed the change of scenery but hating the pile of work that greeted them on their return. If training is implemented correctly it can bring back great rewards such as greater workplace efficiency, specialised skills and knowledge as well as employee satisfaction. Finally remember that depending on how training is done, it can be very productive and useful or a complete waste of time and money, it can bring teams together or split them apart.

Nescafe and Social Media

and the Social Media by Tanya Senkovska 11114117 Stella Valcheva 11114120 Teodora Gocheva 11114125 1 CONTENTS Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 Theory Marketing Concepts †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Social Media †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 Social Media Marketing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 Nescafe The Brand †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Nescafe Marketing Analysis (theory implementation) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦9 Adv ertising †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12 Corporate Social Responsibility †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦13Nescafe and the Social Media Social Media tips and rules †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Nescafe`s Facebook Profile †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦15 Nescafe on Twitter †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Nescafe – Youtube Channel †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 Nescafe Ad Campaigns Around the World †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 18 Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 19 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦20 2 INTRODUCTION Aim of our project: The main purpose of our project is to define the social media impact on our product.We explore the principal concepts and and tools of successful marketing strategy, from market segmentation and product positiong to designing of distribution channels and communications strategy . To thrive in a highly competitive marketplace, companies must develop marketing plans that align them with their customers and differentiate them from their competitors. Without integrated and innovative strategies, corporate leaders will struggle to create value and generate growth. The reason for choosing NesCafe as a discussing brand is because of the wide range of activities in which the company is involved.Their huge campaigns, reflected in all kinds of social media, are an attempt to create a global brand positioning for Nescafe’s portfolio of coffee brands that explored how the catalytic nature of coffee made the world a more interesting and richer place. The opportunity of interacting among pople gives the customer a fresh insight about the competitive advantage and potential of the unique goods and services your organization offers. 3 THEORY Marketing concepts MARKETING ENVIRONMENT Every company operates under particular conditions that influence its ability to ser ve customers.The microenvironment consists of actors close to the company, such as suppliers, intermediaries – combining efforts to create value; competitors – trying to serve customers better; publics may have impact on firm`s performance; customers – the most important. The macroenvironment includes larger forces that affect the whole internal environment. Those are beyond the control of a single company and thus they shape the opportunities and threats for the business – demographic, political, economic, cultural, societal, technological.STP ANALYSIS The strategic marketing planning process flows from a mission and vision statement to the selection of target markets, and the formulation of specific marketing mix and positioning objective for each product or service the organization will offer. The marketing logic followed should present the organization as a value creation and delivery sequence, resulting in profitable customer relationship. In its fir st phase, choosing the value, the strategist â€Å"proceeds to segment the market, select the appropriate market target, and develop the offer's value positioning.The formula – segmentation, targeting, positioning (STP) -is the essence of strategic marketing. † (Kotler, 1994, p. 93). SEGMENTATION Market segmentation consists of the partition of the market to distinct groups with different needs and wants with the purpose of selecting one or more market segments which the organization can target through the development of specific marketing mixes that adapt to particular market needs. TARGETING From the determined market segments a company chooses a target market – group of customers that the business has decided to aim its marketing efforts at.It is the one for which the firm could create maximum customer value. POSITIONING Positioning of the product is determining the place it takes in consumers` minds. Efforts are put to differentiate the product from competit ors` products, so that it could be accepted as unique. 4 MARKETING MIX Thus the overall marketing strategy is outlined. The next step is to choose the most appropriate marketing mix – the 4Ps that will bring the company the best response to its wants.Product – the portfolio of goods-and-services the company offers to the target market Price – amount of money to be paid, adjusted to the current competitive and economic situation, in line with buyer`s perceptions of the product`s value. Place – all the activities that make the product available to target consumers, including intermediaries, distributors, sellers. Promotion – all the activities that present the unique characteristics of the product and persuade the customer to buy it. SWOT ANALYSIS The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations.SWOT is an acronym for Strengths, Weaknesses, Opportunities, Thr eats. SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and research SOCIAL MEDIA Social media are forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content.Andreas Kaplan and Michael Haenlein define social media as â€Å"a group of Internet-based applications that build on the ideological and technological foundations of Web 2. 0, and that allow the creation and exchange of user-generated content. Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create , discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities and individual.Classification By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme in their Business Horizons (2010) article, with six different types of social media: 5 ? ? ? ? ? ? collaborative projects (for example, Wikipedia), blogs and microblogs (for example, Twitter), content communities (for example, YouTube and DailyMotion), social networking sites (for example, Facebook), virtual game worlds (e. g. , World of Warcraft), and virtual social worlds (e. g. Second Life)Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing and voice over IP,to name a few. Social media in business There is an increasing trend towards using social media monitoring tools that allow marketers to search, track and analyse conversation on the web about their brand or about topics of interest. This can be useful in business management and campaign tracking, allowing the user to measure return on investment, competitor-auditing and general public engagement. There are valuable types of information that show the engagement needs of the social media audience.For instance, LinkedIn users are thought to care mostly about identity, reputation and relationships, whereas YouTube’s primary features are sharing, conversations, groups and reputation. Many companies build their own social containers that attempt to collect more concrete information for their brands. On the other hand social media containers such as Google+ or Facebook and also Twitter could provide a business with unbiased, realistic, honest opinions and attitudes, as they are not specially stated for marketing purposes, but for friends or just self-expression.Company faces significant challenges in dealing with viral negative s entiment directed at organizations or individuals on social media platforms, which may be a reaction to an announcement or event. [15] SOCIAL MEDIA MARKETING Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform fo r organizations to implement marketing campaigns. Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interactions. Social networking sites and blogs allow individual followers to â€Å"retweet† or â€Å"repost† comments made by the product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people.Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of loyalty i nto followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.Social networking sites also include a vast amount of information about what products and services prospective clients might be interested in – marketers detect buying signals, such as content shared by people and questions posted online. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns. In the context of the social web, engagement means that customers and stakeholders are participants rather than viewers. Social media in business allows anyone and everyone to express and share an opinion or an idea somewhere along the business’s path to market.Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing. NESCAFE HISTORY Nes cafe is a brand of instant coffee made by Nestle. It comes in many different product forms. The name is a portmanteau of the words â€Å"Nestle† and â€Å"cafe†. It was in 1930 that the Brazilian government first approached Nestle to find a way of making a quality cup of coffee simply by adding water, whilst retaining the coffee’s natural flavour. Sounds simple, right? Wrong.It took seven years of research to perfect. Yes, seven years of blood, sweat and tears went into the first cup of NESCAFE (not literally though). And so, in the spring of 1938, NESCAFE was first launched in Switzerland. The rest of the orld soon followed. 7 Understandably, the Second World War hindered NESCAFE’s progress. But all was not lost. In fact, the American forces played a key role in re-launching NESCAFE in Europe when it was included in their food rations. By the 1950s, coffee had become cool. And everywhere you went you wanted to find your favorite blend. So, NESCAFE fans g rew in abundance.NESCAFE continued working to perfect great tasting coffee and in 1965, introduced the first freeze-dried soluble offering – Gold Blend. And just a few years later, we invented a new technology to capture more aromas and flavors from every single coffee bean. Then in 1994, we created the ‘full aroma' process, making the unique quality and character of NESCAFE even more distinctive. Since then, NESCAFE has remained firmly at the forefront of sustainable coffee farming and product innovations worldwide. With the continual introduction of new blends, we aim to satisfy coffee lovers just like you.PORTFOLIO Nescafe`s products are divided into two main categories: Coffee Products and Coffee Machines. Each product is separately introduced by its own characteristics and each is distinguished by its purpose and most appropriate usage. Nescafe Classic – Rich and full flavored. Nescafe 3in1 – Sweet and Creamy. Nescafe Gold Blend – Smooth taste, rich aroma. Nescafe Green Blend – Roasted and unroasted coffee beans. Nescafe Cappuccino – Light and frothy. The full list of products is different for the each of the countries, in which they are offered, as suggested by Nescafe`s main global strategy – â€Å"think globally, act locally†.The Coffee Machines DOLCE GUSTO are new addition to the company`s portfolio. They have become popular and successful products ever since their introduction, mainly due to professional advertisement. 8 MISSION STATEMENT Nescafe is part of the giant Nestle, so it adopts the mission of the whole corporation, namely: â€Å"Good Food, Good Life† However Nescafe products play vital role due to its high performance in finance. The goal is to make Nescafe consumers` prefer choice throughout by giving them best experiences with new tastes of Nescafe products.To bring NESCAFE to people around the globe, providing a â€Å"1 NOW 1 NESCAFE† to satisfy every aspect of n eeds. General Objective: The objective is to be the leader in Nutrition, Health and Wellness, and the industry reference for financial performance, trusted by all stakeholders. COMPANY`S STRATEGY â€Å"We are seeking to achieve leadership and earn that trust by satisfying the expectations of consumers, whose daily choices drive our performance, of shareholders, of the communities in which we operate and of society as a whole.We believe that it is only possible to create long- term sustainable value for our shareholders if our behaviour, strategies and operations are also creating value for the communities where we operate, for our business partners and, of course, for our consumers. We call this â€Å"Creating Shared Value. † NESCAFE`S MARKETING Analysis Marketing Environment Microenvironment Nescafe helps and supports the agriculture/producers of coffee beans, thus creates close relationship with its suppliers. Uses various types of advertising, promotions, research tools, social media and websites to maintain relationship with its customers as well.One of the most successful are the games, which take place periodically all around the world. In order to please the public Nescafe encorporates a lot of social responsibility actions, environmental friendly practices and values highly the quality of its products. 9 There are also other brands that offer instant coffee, but at least in Europe Nescafe is far ahead its competitors. While in America it lags behind Maxwell House – the instant coffee of Kraft Foods. Macroenvironment The macroenvironment of Nescafe can not be generally determined as it is different in the different countries.However Nescafe successfully copes with this situation adopting the flexible strategy – â€Å"think globally, act locally†. STP ANALYSIS SEGMENTATION AND TARGET GROUPS Nescafe uses mainly age segmentation and targets mainly young people with very active lifestyle, who might need additional energy or who do not have time to prepare coffee. 1. Working Adults (Primary) 2. Students-University, Academy, High School (Secondary) 3. Senior Citizens (Third party) Geographical segmentation is also part of the Nescafe global strategy.They alter it according to geographical and cultural particularities of the region. Here are some other factors Nescafe uses to segment the market and target its customers more efficiently: Young adult cafe culture segment: They target this segment with their new latte range, along with the advertising, sales promotion and the competition to win the lounge seen in the advertisements. Upscale, quality driven, higher income consumers: Their Nescafe Gold range and exotic tastes such as Alta Rice are aimed towards such consumers, where the price and quality are higher than that of the general blends.Middle-class consumer (no age target): Nescafe targets such a large segment with their Blend 43, Mild Roast and Espresso products. The consumer gets an economical benefit , as well as a quality product. POSITIONING Most of the campaigns call on â€Å"wake up† or â€Å"wake up 5minutes earlier†, so it tries to occupy its customers` first thoughts in the morning. Another part of the campaign aiming at teenagers and the youth stresses on the â€Å"cool† appearance with a cup of Nescafe (for example the â€Å"unexpectedly good combination 3 in 1† ad in Bulgaria).The brand also wants its customers to think of Nescafe whenever they feel tired or with lower level of energy, e. g. at the end of the work day or after sports activities. In all the presentations of the brand the cup of coffee is shared by colleagues, friend, couples, so that it could be accepted as symbol of shared happiness. A lot of efforts are put in order to be accepted as healthy products of high quality. 10 MARKETING MIX Product – Nescafe is the world‘s leading brand of coffee. Its portfolio holds variety of Coffee Products, different for each targ et group.Promotion – Promotion is playing very important role in boosting up the product image and creating demand. Nescafe is heavily promoted and that Elements: Advertising, Personal Selling, Sales Promotion, Publicity. As one of the largest companies in the world, Nestle is able to launch extensive advertising campaigns around the world. Place –The company fucuses on placing its product at different markets. Available to all retailer stores, cafes, restaurants, now even vending machines. Price – it offers quality products at a reasonable price.It uses a premium pricing strategy to signal its quality and strong brand attributes. SWOT Strengths ? Broad geographic coverage ? Global leader in instant coffee ? World number one in other hot drinks ? Strong brand portfolio ? High levels of research and development expenditure ? Solid financial base ? Capacity to pass on costs Weaknesses ? Reliance on mass market ? Limited presence in tea ? Increasing bias towards lo w-margin products ? Bias towards caffeine-based products ? Negative ethical image Opportunities ? Strong growth forecast in Asia-Pacific ? The premium trend ?The health trend ? Ethical consumerism ? Cross-branding Threats ? Sluggish prospects in developed markets ? Coffee machine competition ? Rising costs ? Competition from beyond hot drinks 11 ADVERTISING Nescafe employs a â€Å"think globally, act locally† marketing strategy. According to Keegan and Green, â€Å"Nescafe Coffee is marketed as a global brand, even though advertising messages and product formulation vary to suit cultural differences† . Nescafe’s marketing campaign is global in the sense that the company uses the same symbols worldwide, such as the renowned coffee mug and Nescafe logo.However, Nescafe tailors its campaigns to suit diverse consumer attitudes and preferences. For example, marketing advertisements targeting different locations and regions often are different in terms of copy (messag e and language) and advertising appeal (rational vs. emotional). For the emotional appeals, Nescafe is trying to tug at the heartstrings of coffee drinkers. The emotional appeals are similar in that Nescafe wants to be a part of their consumer’s day. For the most part these advertisements do make sense when compared to the cultural factors of each specific country.In different countries the Company uses diverse methods for advertisement and appeal to customers. For example comparison between Germany, USA and Argentina was made according to which in Argentina the ad has an emotional appeal rather than rational; it seeks to associate drinking a Nescafe with having a pleasant day that coincides with your pleasurable coffee? drinking experience. As Germans place great emphasis on structure and routine, Nescafe’s placement of the product as being used during a specific moment during the day (the â€Å"break†) makes sense.Germans are typically busy people; therefore p ositioning the product as a respite from the hectic daily schedule is well done; even the simplicity of the ad adds to the feeling of tranquility and getting away from the rigors of every? day life. Nescafe is promoting the visual of the individual packet in order to appeal to the typical highly individualistic American, as in this package is made â€Å"just for you†. Geared towards people that are on? the? go, the ad appeals to the American that is constantly moving and views time as indispensable and finite.Nescafe is trying to reverse the notion that â€Å"you get what you pay for† by offering the same level of quality for a lower price. Despite these strategies implemented in different countries, there are some aspects that are not especially relevant and we have recommended some changes. Nescafe is seeking to convince consumers, especially young ones, to see instant coffee as a 100% natural product. To do this, Nestle shot the ad in Brazil – the country tha t in 1930 challenged it to develop coffee that could be made by just adding water. Nescafe instant coffee was invented in 1938.According to the company, the plan is to â€Å"reconnect consumers with the journey from the plant to jar† and focus on the origins of its coffee. When brands and their creative agencies agree, in full or in part, about the breadth of the cultural influence and the social value of music, they need to make a long-term commitment to developing a â€Å"music strategy†. Nescafe is a great example for this, because most of their advertisements include music. In this way they connect on an emotional level ,which is central to consumer engagement and music offers a multitude of paths to accomplish this. 2 CORPORATE SOCIAL RESPONSIBILITY The Nescafe Plan: Creating Shared Value â€Å"Responsibility Goes Beyond the Cup† Paul Bulcke, Neslte CEO states the ambition: â€Å"Nescafe gives its name to this global initiative, which creates value across the coffee supply chain, from farmers, to consumers, to us. † Nescafe works hardly on its image – a really responsible brand, caring of the future generations, believing in the benefits arising from sustainable development. It emphasizes on the Nescafe Plan, which is â€Å"a global initiative that supports responsible farming, production and consumption. To win customers` and shareholders` loyalty the brand takes some actions: ? ? ? ? NESCAFE works with partners to support farmers NESCAFE is working to reduce its impact on the environment. NESCAFE promotes environmental responsibility, creates shared value for the people whose lives they influence NESCAFE makes it personal and acts as promoter of preserving the environment: â€Å"how you can help to reduce your enviromental impact? † In addition Nescafe pays much attention on valuable concepts as â€Å"health† and â€Å"quality†, instead of relying on lower prices.Thus it completes the position of the products as environmentally friendly produced, with high nutrition characteristics and suitable for healthy lifestyle. Moreover its customers believe that they contribute to huge, positive, social impact – grounds for lasting, loyalty and close relationship. NESCAFE AND THE SOCIAL MEDIA SOCIAL MEDIA TIPS AND RULES Is social media important ? ? ? ? ? ? 1 billion people on facebook Social media has become the #1 activity on the web 53 % of people on twitter recommend products in their tweets 90 % of consumers trust peer recommendations Only 14 % trust ads 13 Facebook –a few key things ? ? ? ? ?Best social media platform to drive a purchasing action Not a medium to push business spam Use it to meet,build audience and brand Slow build before you invite the masses 90 % of those who â€Å"like your page will never return to it. Engagement ,not likes , is the key General tips to gain more attention to your page on Facebook ? ? ? ? ? Figure out what your expertise is and how that relates to your product Always treat it like a conversation Have an incentive to join, return and participate Try new things, new topics , new wording , new times A little bit of planning goes a long way Different ways to Build your following ? ? ? ? ? In person Contests Paid advertising Other social media networks Mutual benefit community Through existing members (engagement) Drive engagement –ask your audience simple questions to start a conversation and drive engagement –yes/no ;true or false ; select your favourite ;opinion . another way is through photos (relation to your product, branding without a hard sell , memes and quotes ) Things to limit that can negatively affect the image of your company ? ? ? ? ? Linking accounts Pushing out information Posting once a month/5 times a day Asking people to follow you just to increase your numbers Text heavy posts-keep it short,informative 4 NESCAFE`S FACEBOOK PROFILE Nescafe Bulgaria maintains very active Faceboo k page, with the impressive numbers: 6 417 020 likes & 73 634 talking about this. Globally there are a number of facebook pages divided geographically (for certain country) and for the different products or for different events and campaigns that Nescafe supports. Generally in each man can find: ? ? Basic information could be found on each of the profiles as well as more detailed for the specific one. Many of the profiles hold memorable phrases or mission statements. â€Å"To wake you up and fill you with energy for the upcoming challenges of every ay! † â€Å"We are combining pleasure and health benefits† ? A fan can also find Nescafe`s history along with some interesting facts about the brand. â€Å"The boom of instant coffee was during the World War II. Nescafe was very convenient form of coffee and inseparable part of soldiers` nutrition. Strangely this is the time when it becomes popular in Europe and later on globally. † ? ? Portfolio of Nescafe products U ploaded videos – mainly ads and funny animations, just to entertain the viewer The whole social media promotes it as THE FAVOURITE coffee/ soft drink/hot drink.The campaigns involve the concept of â€Å"shared happiness† showing Nescafe in the company of people who love each other – family, friends, couples. To engage fans` attention Nescafe organizes a lot of games, which are promoted through facebook. The â€Å"Coffee Cup 3in1† SMS game in Bulgaria was very successful in 2012 and from the social network people find out that the same will start again on the 22th of April 2013 too. Another recent one was â€Å"Inspiring moments†, it has already finished and there is post with photo of the winner and his award – an excursion to Austria.Nescafe uses Facebook to increase the Engagement as its posts are not simply informative, but in the form of questions or easy riddles. It seeks opinions and responses. Just a â€Å"like† is not enough, it wants people to talk about the products, to increase popularity and Word-ofMouth effect. For this purpose it offers variable opportunities: to create NesChristmas cards; NesWishes cards; to draw NesLucks. 15 Of course it publishes information for big events – the one Nescafe is sponsor of or significant for the brand itself. The last one is Nescafe`s 75th Birthday.It prompted Facebook fans to post wishes by special application. In addition it posted some photos of its promotion campaign in the center of Sofia, where they give to passers-by free cup of 3in1 coffee. The slogan was â€Å"75 years creating memorable moments†. In Bulgaria Nescafe is strong supporter of an innovative type of music – the beatbox. The company has organized annual beatbox championship with award: â€Å"The Best Beatboxer in Bulgaria†. The winner has the chance to take compete in the World Championship. Of course a Facebook page holds all the information such as ideos, interview s with participants, articles etc. As 3in1 is the most popular, easy to use and beloved by youngsters product, it has many profiles. More games and little competitions such as: fan of the month; inspiring moments, the award was a journey to Austria (picture with the winner posted). There fans can find out about the relationship with the biggest music festival in Bulgaria – Spirit of Burgas and how one can win free entrance tickets. As a whole Nescafe`s Facebook page promises successful further development. It is proof of consumer`s loyalty judging by all the posts and super-frequent fan`s activity.Nescafe includes all the recommendable points. It entertains the followers with many games as â€Å"Connect the Dots† or â€Å"How many red Nescafe cups can you find in the picture? † Urges likes by animating The Cup begging to become red or expressing hope that it will gain many birthday wishes. Very often it asks question like: â€Å"Which is you favorite†¦Ã¢â‚ ¬  or â€Å"Which of those do you prefer? † It is creating more personal relationship through opportunities to publish NesCards with wishes for friends or family and is constantly seeking for opinions and recommendations from its fans.NESCAFE ON TWITTER Although Twitter, especially in Bulgaria, is not so common used social media, it still has an impact on the customer. With around 7000 followers and 700 tweets, Nescafe official fan page provides the insights we get from the advertising. By using social media, producers interacts with customers better and can easily understand their needs and wants. It gives the opportunity both sides to be up-to-date with all new trends, changing every second.Short inquires towards users and questions, concerning the product give the users freedom to share their opinions, which leads to improving the qualities of Nescafe and better integrating to the marketing environment . By sending messages up to 140 letters Nescafe official page emphasiz es mainly on the good start of the day with a cup of coffee. Most of their posts are made in the morning and bring cheerful and optimistic upbeats. Funny comments or witty pictures consisting of key words such as „coffeeâ€Å" of well-known Nescafe logo are hidden marketing tricks, providing the customer with incentives to choose the exact product. 6 NESCAFE – YOUTUBE CHANNEL Currently, YouTube is visited by more than 15 million internet users per day and around 100 million videos are being viewed each day. These guerrilla marketing â€Å"live ads† would also be recorded and edited into YouTube videos, explaining the message of â€Å"life without compromise† and the connection to the convenience and great quality of NESCAFE products. The videos from all the â€Å"live ads† would be uploaded to the NESCAFE YouTube channel called â€Å"NESCAFE – life without compromise†.The YouTube channel would then be distributed and shared using soci al media, by NESCAFE and consumers. These videos will also be shared through NESCAFE’s Facebook page in order to leverage on the high volume of traffic it already experiences. You should keep in mind that Using YouTube as part of your business’s social media marketing strategy can assist you in getting the type of visitors that you want. YouTube users are generally better leads because they have generally already seen a video you have posted, and won’t click on your links unless they like what they see.In Youtube brands need to produce videos that offer true value to their intended audiences. This softer sell defines YouTube’s role in your marketing strategy. This soft sell comes in the form of the information or instruction you provide. Perhaps that’s a video newscast where you talk about industry news or technical developments; perhaps it’s a how-to video that shows people how to use your product to do something useful. In any case, viewer s watch the video because it provides valuable information; what they retain is a sense of your brand or company as a source of authority on the topic at hand.Research has shown that video marketing has become one of the most vital methods of marketing on the net and that it is starting to replace many other forms of marketing. Instead of using just any marketing tool, many marketers are now opting for using video as their preferred marketing tool. YouTube videos are often placed on content-aggregating sites and blogs related to the brand ; those pages use scripts to get the links to the newest videos on the YouTube and have them embedded automatically; getting included on some sites with high traffic can increase video views.YouTube referrals – surprisingly many people are spending hours watching random videos on that site 😉 if you will set proper tags to your video, they will get more traffic, and again: more traffic means more people will get to know the product! R ecommendation Youtube As Youtube’s influence is growing and the site’s capabilities can enhance the product performance ,it has to take major part in the Nescafe’s Advertising campaign in the social medias. It would be beneficial to post more often videos with customer’s opinion and news regarding future events –with interviews of the organisators etc.Another good strategy is to promote the Youtube channels more on their Facebook page so that more people will engage in commenting and if there is a poll ,for example , the company will receive more feedback on their future projects. More fun and interactive games or videos can be uploaded in order to gather more attention and inspire engagement . Good ideas for Nescafe will be to make an video contest . Try offering a reward for the contest online and advertise it everywhere you can. People will follow you and will fill out their information if it means they might win a contest. 17NESCAFE AD CAMPAIGM S AROUND THE WORLD Nescafe has vast amount of supporters through the social media (Facebook, Twitter,Youtube). It has the power and ability to create and expand its customers’ base and in this way promote the product to large number of people with little resources. There are different Facebook pages for the various countries and the way the product is presented in each has some variations depending on the cultural and economical differences between the various countries. There are many examples for campaigns launched or promoted via Social media and the result is astonishing.The probability that certain marketing campaign to be successful is greater if social media is involved, it makes the process for gathering information and receiving feedback easier and more convenient. The marketing power of Nescafe is great and it has achieved much more results thanks to its games, campaigns or quizzes that it has launched on the internet. There are many examples for the impact of socia l media on the marketing campaigns is evident. For example when a certain campaign going to take place , on Facebook or twitter Nescafe posts interesting photos or questions in order to capture the interest of its potential customers.It also relies on â€Å"word of mouth â€Å" ,hoping that when more people know about certain event they can spread the word ,leading to wide amount of people participating in the event. Another strategy Nescafe uses is to promote its new products via interesting or innovative ways. The secret to an entertaining social media campaign is to make the campaign relevant, have a character the target audience can relate with, and reduce brand fatigue by encouraging participation.One example is when Nescafe was searching for a cool way to reveal its newly designed coffee tin, so it came up with a creative Facebook campaign that traded beans for ‘likes. ‘ First, they took a picture of a glass container containing nothing but the new Nescafe tin. T hen they took the same photo after filling the container with coffee beans. They removed coffee beans and continued shooting until the tin was finally revealed. This sequence played out on Facebook based on the number of ‘likes' they received.Every time a Facebook user ‘liked' the page, more beans were removed. On their Bulgarian Facebook page , often in the morning there is inspirational quote so that the more of the users log in their Facebook accounts they will Receive the news in their news Feed and they can share or comment so in that way more users will see it. 18 CONCLUSION Social media possesses incredible influential power, and since the advent of the Internet it's evolved from a simple way for people to keep in touch into a massive global network connecting organizations, communities and people.Social media is the easiest, fastest and most explosive way to transmit and receive information! And best of all – absolutely anyone can take advantage of it. Act ive membership of the most frequented social network is now over one billion people, one out of every seven people on earth is on Facebook! With the global population still rapidly growing, it’s become abundantly clear that social media is no passing fad either. Its influence is remarkable. Small businesses and large corporations alike have tapped into this influence to reach new customers and generate real, honest communication.The best advice for every company is to embrace the ubiquity of social media and use its power to better yourself, your business, or cause. Relating to our finding about Nescafe’s global marketing strategy, the ways it is presented in the social media , it is evident that Nescafe is investing a lot of efforts and financial means to keep up with the changing consumer need and wants. It is irrevocable that with their ad campaigns in various media such as Facebook and Twitter more people will know about their new developments and their consumer ba se will widen in a much greater speed.Using different techniques and new interactive methods for gathering attention is good way to show their commitment and inspire engagement . Another good platform mentioned is Youtube, with its 800 million active users monthly the power of broadcasting is undeniable, which is used by Nescafe for sharing videos of previous ads ,posting interactive videos and acquiring vast amount of comments and recommendations from active their users. Another great techniques which is frequently used in Facebook pages is to promote every day the products’ by showing interesting facts, quotes that can gather attention via sharing or commenting by the users.The different analyses(Swot , Pest ) can prove the marketing power of Nescafe in the coffee industry also outline its potential competitors ,the focus areas where more attention should be paid and the strengths of its brand image. The strong brand image of Nescafe has been built through the years, undoub tedly it has wide consumer base thanks to its great variety of products, which can satisfy the need and wants of a large number of people, differing in age, profession, gender and country of origin.Marketing is changing rapidly due to rapid change in technology and Nescafe should strive to achieve greater power in the social media with applying new and innovative strategies to boost the company’s performance, financial state and image . 19 References: www. nestle. com www. nescafe. bg www. nescafe. com http://www. youtube. com/user/nescafe http://www. facebook. com/Nescafe. BG? fref=ts http://www. facebook. com/Nescafe3in1Bulgaria https://twitter. com/following http://mashable. com/category/social-media-marketing/ http://www. assignmentpoint. com/business/international-business/report-onnescafe. html 20

Last Song

English 12 Summer Reading Book Review The Last Song is a 2009 novel written by Nicholas Sparks to influence and inspire teenagers with similar life experiences. Sparks sparked teenagers’ interest by taking reality from everyday teenage life, society and class. The Last Song portrays the life of a teenage girl with a hard past and tougher future. It consists of an excellent plot; wonderful, unique characters; and a great life lesson. This story is about a seventeen year old Veronica â€Å"Ronnie† Millers.Ronnie has not talked to her father since her parents divorced. The result of her parents’ separation put her into a deep hole of despair to the extent that she refused to play piano again. For the summer Ronnie and her brother, Jonah are sent to live with their father who lives in Wrightsville Beach, North Carolina where she changes who she is completely because she finds herself in life or death, love or hate situations. Ronnie Millers had to survive different types of emotions with Will, her new found love, and her father Steve who she finds has stomach cancer and only so long to live.After realizing there was nothing more she could do to change her father’s fate, she finds the piano, her once love and passion; gets over her hate and makes her father happy and proud. She learned to forgive and built a relationship with her father while helping him to hang on to life a little longer. The novel is written from Ronnie’s pint of view which makes it powerful. We feel what Ronnie feels as well as experience her struggles. The tone of the story goes from being rebellious and hateful to loving and caring. Ronnie begins to change from being angry to happy and appreciative.Ronnie’s little brother serves as an example of acceptance and forgiveness. Jonah is open to spending time with his father and rebuilding the lost relationship which shows that he holds no rancor against his father. On the other hand, Ronnie is not open to r ebuilding the relationship and looks toward Jonah as a form of comfort. The story is very sad because Ronnie’s father is dying of cancer. Ronnie and Jonah do not know that he is dying, and that this is the last summer that they will get to spend with him, and to mend their relationships.Sparks connects life and death with sea turtle hatchlings and their father’s situation. He uses the hatchlings as a symbol of new life and as a way for Ronnie to appreciate life and the importance of relationships. Throughout the story, Ronnie’s father is writing a song on his piano, entitled â€Å"The Last Song†. He really wants this song to be shared between him and Ronnie. This song not only symbolizes the relationship between Ronnie and her father but also Ronnie’s final transformation as she finishes the song right after her father’s death.Her love for her father grows to a point where she realizes she has to finish the song for her father because he can not. At the end of the story, she plays the song at his funeral. The story is very emotional that makes even the strongest to cry. I cried when I read the book. Sparks captures the readers by getting them emotionally attached to the characters, the setting, and the plot of the story, and then destroys their world when Ronnie’s father dies. Sparks wrote such an amazing tale those readers of all ages could easily understand and relate to.

Explain The Implications Of Globalisation For The National Economies Assignment

Explain The Implications Of Globalisation For The National Economies In General And Its Impact On The Business Environment In The United Kingdom - Assignment Example Most of the governments were unable to protect their market from the foreign competitors and got attracted by the import tariffs. On the other hand, the introduction of advanced technologies has reduced the costs of communication and transportation by a certain degree (Shangquan, 2000). Likewise, this paper will provide a study of the enhancing factors and the major impacts imposed by globalisation in developing the economy and also the business environment of the UK. Theoretical Background There has always been a strong linkage between globalisation and growth along with development. Globalisation is duly considered as one of the major aspects in the modern economic scenario and is also regarded as one of the vital factors determining the future prospect of economic growth and development. This can be justified from a theoretical perspective that it affects the productivity of goods or services of a nation. In addition, it also affects labour employment and the elements utilised in the process of production by a greater extent. One of the major impacts of globalisation, in general, can be apparently observed as the growth in Foreign Direct Investment (FDI). The FDI growth rate is much higher than the entire growth in the world trade in the course of globalisation. The reduction in trade barriers and the increment in the global income of FDI have led several countries towards attaining superior competitive position with better economic growth along with development. The growth in the FDI rate eventually lead towards the introduction of pioneering technological advancements and the establishment of huge enterprises on the global level. Thus, the combination of... This paper stresses that the aforesaid study reflects detailed information about the impact of globalisation especially on the national economy in general and also on the business environment of the UK. It has already been observed in the earlier description that the UK economy was the major beneficiary of globalisation. The reduction in the income of the labour and the fall in the bargaining power of the labour force are the major aspects that have been attained from the impact of globalisation. One of the vital impacts of globalisation on the UK economy and also on the business environment of the UK can be viewed as that the major portion of the companies has become much international in nature. This report makes a conclusion that tthe global financial system of the world is not working well as it is intended to. The writer affirmed that if the global system is working well, then why the global crises are occurring in various nations of the world. In recent years, it can be viewed that the net flow of funds has been transferring from the poor countries to the richer ones, but the actual incident should be the opposite one. However, in order to cope up with the problem, the writer has also suggested that the government and the larger organizations must keep in mind certain important aspects while performing business at the global level. The companies must possess effective labour force in their capital market.

Digital marketing plan - Quality Pet Care Essay

Digital marketing plan - Quality Pet Care - Essay Example Hence, the company has planned to shift their focus towards reframing their digital marketing strategies along with the modification of their product line and services. The further discussion will detail the current business and market situation of the organisation along with the key marketing issues and major objectives for future growth. It will also detail the strategic digital marketing plan through proper market segmentation and proposition. The situational analysis will detail the current condition and impact of the macro and micro environment of the business. The analysis will detail the company, its competitors, core market, external business climate and customers (Myers and Tauber, 2011). The pet food and accessories retail market in Britain can be considered as one of the strong market due to increased preference of population to provide healthier food and hygienic living condition. The total yearly value of the pet care market has been estimated approximately  £4.8 billion, out of which  £2.1 billion is served by the pet food market. Dog food value sales have demonstrated a growth of 15.6% during 2007 to 2012. Alternatively, during this period, cat food value sales increased by 21% (Mintel Group Ltd., 2013). The dog food market has been forecasted to demonstrate a steady performance during the span of 2013 to 2017, while, the cat food market has been estimated to grow rapidly (Mintel Group Ltd., 2014). QPC mainly deals in traditional pet food. The organisation is also indulged in the marketing and sales of pet accessories which is responsible for almost 16% of their annual revenue. Due to their gradual decrease in the sales volume as well as increased market competition, the organisation has redecorated their stores and offerings (Case Study). They are widely expanding their products and services which include: The UK wet and dry pet food retail market is one of the highly competitive market which

Stratigec management Essay Example | Topics and Well Written Essays - 2500 words

Stratigec management - Essay Example The first era is called as the ‘Entrepreneur era’ that starts from 1909 to 1939.In 1909 HFS built his first prototype with the help of Malvern boys college engineering workshop and W. Stephenson Peach, grandson of the inventor of the â€Å"Rocket†. (morgan-motor.co.uk) . Sir John Black helped in attaining patent for sliding pillar suspension. The designs made by HFS were lightweight and simple for reliability. In 1910 the Morgan Runabout was showcased at the Olympia motor show London. The three wheeler runabout was a car made with the aim of making low priced vehicle available to the masses. The Three wheelers benefited from the lowering of the road taxes by  £3 (bcu.ac.uk). The Morgan motor company gained reputation by 1928 as the most preferred sports car. Many more sports versions were launched because of their strong grounding and also greater speed. By 1936 the factory started producing 30,000 cars but by this time the concept of three wheeler cars became i rrelevant. As a solution to tackle this problem, HFS designed a car with four wheel and four cylinder models. The period between 1945- 1975 marks the second thirty years of Morgan history. This period was the â€Å"Gung Ho† sports car Era. As time passed on many more new cars were produced like the new version of four-seaters with a modern look and Morgan motors became the first car company to get celebrity endorsements. (morgan-motor.co.uk). This era saw the emergence of his son Peter Morgan Stanley as a creative and innovative leader. The next era started from 1975 to 2005 which was characterized by the world wide safety and emission standards for the motor industry. In this stage, the company realized their social responsibility and worked towards contributing and protecting the environment. The company improved the working conditions for the employee and also gave more attention to quality of the products. The Morgan aero eight was launched in this

Epidemiology study case and powerpoint Example | Topics and Well Written Essays - 750 words

Epidemiology and powerpoint - Case Study Example This prompted the epidemiology team to be called to the scene. After the health department had conducted investigation, the following results were revealed in the list of food that was eaten by the students during the party, the total student who ate a particular food and the illness tabulation. Following the complaints of vomiting, diarrhea, abdominal pains filed by the students, the department of epidemiological health decided to send health team for fieldwork to determine the number of cases. in addition, the health team was also to collect samples to verify the diagnosis of the outbreak. In addition, enough information was collected on the types of food the students ate at the party using questionnaires that were filled by the students. Through the fieldwork conducted by the health team epidemiologist, they concluded that there was an outbreak of a disease in the AHS 360 class after the students who attended the party showed similar symptoms hours after the party. After verifying the disease outbreak in the class, the health team further decided to verify the existence of the epidemic using the cases observed and the estimated number of cases. The decision to launch the investigation was influenced by the severity of the illness, potential ability to spread and the control measures available. The health team collected samples for clinical findings and laboratory examination to verify the exact disease outbreak following symptoms that detail foodborne disease. From the clinical features presented by the students, the results of the questionnaires answered, epidemiological risk rate and the laboratory examination, it was concluded that Bacillus Cereus was the actual causative agent to the disease outbreak in AHS 360 class. It was confirmed that those students who attended the party and ate food were at a risk of developing symptoms of the disease compared to those who did not attend the party. In addition, those who attended the party and did not eat any

Whats the meaning of life Meaning of life from religion point of view Essay

Whats the meaning of life Meaning of life from religion point of view - Essay Example We go through all these chores in intervals between the acquainted milestones from birth to death. We get kids, lose parents, we complete studies find a job and start a marital life, set up homes enjoy accomplishments at some points and face failures on the other. Similarly, we make new friends, fight with the old ones, change house, cities, countries, change jobs, get hired and fired from different jobs, face many hardships, fall ill, recover, save a few bucks for our retirement and eventually retires. So, the life runs on its track for me, for you and for everyone and interestingly, these activities set up human’s life. No doubt, keeping life going needs a constant struggle. No one ever wishes to die but, it is a harsh reality. Though, we can cope up with never ending life problems but, we can’t stop the deaths. In the journey of life, if you fail you will suffer and if you get success you will feel a sense of accomplishment, triumph, immense pleasure and of course pe ace of mind. However, these are the interludes of comforts and a happy life because difficulties and hardships never ceases. So, it's very natural to pop up with the question then, why an individual has to continue on the treadmill of life? Why are human beings on earth? What is the basic purpose of their creation and why they are born? What is the meaning of life? Are few arguably the common questions for scholars and children alike. The answer to these questions especially about the exact meaning of life are endless and can be answered from different perspectives and disciplines like psychology, philosophy, science, spirituality and religion etc. Since the beginning of time, man has struggled to find out the reason for his existence. To know why he was born and what purpose he had to serve after coming into this world. This question, though apparently quite broad and vague, is masked by yet another broader question. Many of us have strived day and night, consistently, to enlighten themselves with the meaning of life in general; to know why life on Earth started in general and why oxygen found its way into our atmosphere. This query is basically philosophical in general and has been dealt with at all levels including scientific, mystic and theological. Men have tried very hard to solve this stigma and have yet come up with little success so far.Following are few main standpoints that are used to answer the question â€Å"What's the meaning of life†? 1. Meaning of life from religion point of view: Many of the people in this universe have a strong belief that the basic and the real meaning of life is the devotion and sincerity to their faith or religion. Almost all the religions have supernatural existence. The admirers are supposed to associate with higher powers and have to work better for the creator or deity that benefits the mankind. Atheisms are completely of opposite beliefs and they have the believe that there is no Godexcept heir personal God. T hey are the people who reject the idea of existence of God. They express the true meanings of life without believing in any religion and base all their arguments on their own beliefs. Religions such as Islam, Judaism, Christianity and Buddhism defines he meaning of life as follows. 1.1 . Christianity: The purpose or meaning of life in Christianity is a hunt for the divine salvation with the help of GOD and intervention of Christ. The latest testament is â€Å"God urges to build relationship with his creature both in the present life and the life hereafter, which is only possible if a person’s sins are excused†. 1.2 . Islam: In the religion of Islam the ultimate meaning of life i

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Arab Culture - Essay Example Along with religion even the culture travelled out wards from Arab lands. They left strong mark on almost all fields of human endeavour: architecture, literature, painting and even technology. Arab land is not only rich in oil, it is rich in iron ore, cobalt, lead, magnesium. What was the ancient culture of mankind Culture means a way of life and a way of thinking. Since primitive man was busy cultivating and managing livestock and hunting the first explored art forms were tool making: tools made with pebbles, Ubaid sherds and flints too have been recovered from archeological sites in Egypt and Arab nations. They were used to hunt, make dwellings, sculpting. Colours were made from tree extracts, flowers and vegetables and used for painting. Ancient Arabic literature is rich in lyric and poetry. The Quran, word of God, is one of the ancient written sacred book. Later Arabic literature has gifted the world with 1001 Arabian nights which is even now one of the best sold books world over. Story-telling was one of the major art form. All the three religions which branched out from the philosophy of One God brought discipline in the land: For if you didn't listen to command of God you are condemned. In the name of God magnificent monuments were built.

Comparison of a leader and a manager Essay Example | Topics and Well Written Essays - 250 words

Comparison of a leader and a manager - Essay Example In addition to that, there is difference in the motivation level and control between a leader and a manager. According to (Nielson), a leader sets new and unique direction. Therefore, he should be able to justify the changes he suggests and show the validity of his approach. A manager helps in the application of ideas suggested by a leader and is responsible to make sure that the assigned tasks are completed by employees in time. In spite of these differences, a leader and a manager apparently share several important responsibilities. Both make heads of a team and coordinate teams to reach a goal. A final similarity between the two is that both exchange information in order to plan and direct. To sum up, leader and manager are much different, and yet alike. Although they differ in many areas such as people out look and motivation, they have several points in common. Furthermore, it can be said that both seek success.

American Government Research Paper Example | Topics and Well Written Essays - 2000 words

American Government - Research Paper Example The last part undertakes the critical evaluation of the policies undertaken and suggests optimal policy ramifications. The launch pad for the flight of the worst recession in the past six decades around the globe was unleashed in the mid of 2007 and continued over almost two years. The entire global economy remained shivering owing to its evil affects. Moreover this recession jeopardized the roots of the formidable US economy. The dark sides began to erupt with global job crisis and crisis-induced credit crunch that lead to trade collapse. Again high rate of unemployment in the OECD countries devastated millions of the civilians of the poorer countries sweeping them deep down into acute poverty (Verick & Islam, 2010, p.v ). The absolute damage to the financial sector was prolific. The entire globe moved into a shock as the stock markets crashed and the giant financial institutions collapsed or went bankrupted. Even the governments in the wealthiest nations came up with rescue packages to save their financial systems from further worsening. It was soon felt that this global financial meltdown would affect the livelihoods of almost everyone around the world in an increasingly inter-connected world (Shah, 2010). The paper will highlight on various factors of global economic crisis of 2008-2009 with major focus on the US economy and how far the key actors of the American government are successful in curbing the evil effects of the crisis on the US economy. The world economic crisis of 2008- 2009 can be attributed mainly to the combination of world macroeconomic imbalances and serious weaknesses in the U.S. and the western financial structure. The US exports in 1975, exceeded the foreign imports by an amount of $12, 400 million. But that was the last trade surplus the United States saw in the 20th century. By 1987, the American trade deficit   swelled to $153,300 million. The deficit diminished a

Marketing techniques Essay Example for Free

Marketing techniques Essay Introduction The businesses and products I chose happened to be, Nike and their Mercurial football boots, and Sony and their PS3 gaming console. I chose these products because I think they are both reasonably diverse, and in their time, both these products have experienced a range of sections within the product life cycle. For example, due to Nike’s football boots having to be constantly refreshed and renewed due to high competition, they have experienced, each sector, a number of times. In contrast, the Sony and their PS3 have also experienced similar experiences. For example, due to this specific console being one of the most successful and exclusive gaming consoles of all time, the overall competition has been reasonably low, and due to this, this certain product has seen the product life cycle at a very different perspective by experiencing each sector at a much slower rate. Product The diagram presented above dictates the process in which businesses go through, when marketing. Every business will follow this strategy when they advertise and market a product in order to gain the most sales, and to generate a substantial amount of profit. For example, the first stage of this Product Life Cycle is the Development. This stage entitles a business to conjure up a selected idea, in which they will later hope to produce as a product and then sell. The development stage is where the business will discover the blue prints of their product and how they will later market it. In other words, the development stage provides a foundation for the selected product as it will be built as a prototype to be later sold to the public in order to increase sales and profits. This certain stage is very secretive within any organisation. Other businesses do not want to let their competitors have knowledge of what they’re producing, in case they steal and release the idea before, a nd generate a mass of publicity, sales and profits. The next stage is referred to as the introduction stage; this is  where the business launches its completed product for the first time. This certain sector is vital as it will later determine how successful the product is, and whether it should be develop further. Within the Introduction stage, sales begin to grow slowly if the product begins to generate publicity, this is usually due to the lack of knowledge people have about your product, and it is also due to the lack of advertising. However, a business may not want to advertise straight away, as they may waste money on advertising a product that their piers may not essentially want or need. Therefore, business tend to use the certain advertising scheme, known as informative advertising, this includes small processes in which a business can build their products reputation or publicity. If this section of the product life cycle is successful, businesses can later develop on their products, thus enabling them to create further marketing schemes, beneficial to them, in regards to their sales, profits and annual turnover. The next stage within the Product life cycle is, Growth. This is where a business’s product begins to increase in sales, rapidly. This is due to increased demands, and the fact that all the business’s persuasive marketing schemes are working, thus increasing sales and profits. The growth sector within this product life cycle basically classifies how successful a business is, by being within the growth sector; this indicates that the business’s product is successful and popular. The fourth and pen ultimate stage is known as the Maturity stage. This is where a selected product, created by a business begins to sustain profits, and generate sales slowly. This stage takes place after the growth stage, due to many factors such as an increase in product competition due to the publicity of your product, as well as an increase in advertising due to businesses trying to sustain the success of their product. After this stage, comes the final stage, or otherwise known as the Decline. This stage entails a business’s product to begin to drop in sales, reduce in publicity and popularity, it begins to lose its appeal and competition becomes stiffer and bigger, therefore fewer units are sold. At this stage, advertising is either halted or completely stopped, and possibly the production of the item may decrease in activity in order to retain money and boost the production on other marketing schemes/ideas. Brand: Nike, Inc. Nike, Inc or Nike is a very popular and successful business that originated  in the early 70s. This business firstly began, known as Blue Ribbon Sports in 1964, however, 7 years later saw them changing their name into what we know them today as; Nike Inc. This organisation specialises in sports apparel and accessories. This sport based business sells items within sports such as Football, Rugby, Golf, Basketball, Cricket, tennis, athletics and pretty much every other sport. However, I feel they are extremely notorious for their very professional and popular football boots. For example, Nike have earned international success and have worked with the likes of Ronaldinho, Ronaldo, Cristiano Ronaldo, Didier Drogba, Neymar, Zlatan Ibrahimović, Mario Balotelli, Wesley Sneijder, Wayne Rooney and Landon Donovan in regards to promoting their Football related range of goods. However, in regards to my product, Nike has formed many advertising schemes with players such as Zlatan Ibrahimovià „‡ (left) and Cristiano Ronaldo (right). Product: Nike Mercurial Vapor This certain product is a very popular and renowned piece of sports apparel. This certain product is linked with football, as they are, a selected type of football boot. This variation of football boot comes in many shapes and sizes, this enables the product to appeal to all different, acquired tastes, and overall this will help the brand Nike Inc, reach out and attract customers. However, my reasoning for choosing this brand would be its placement within the product life cycle, due to increased and increasing competition, businesses such as Nike Inc have to constantly refresh and renew their produce, in order to maintain customers and as a business become more appealing and modern/stylish. Therefore, I believe these products fluctuate between growth and Maturity, for example, due to the competition, new boots are brought out every couple of months or year, this causes older boots, and their predecessors to be regarded as â€Å"old†, â€Å"boring† or â€Å"out of fashion†. Therefore, each boot only has a selected amount of time, until the next big style or football boot gets released. Like I mentioned before, I believe this product is mainly situated within the growth sector, as each boot only obtains a selected amount of time to succeed and become appealing, until the next brand gets released; therefore, it’s time to mature and become a cemented item is limited. Brand: Sony Corporation Sony Corporation, or Sony, is a very successful and popular Japanese multinational corporation that specialises in electronics, game systems and game entertainment. Sony is one of the leading providers of game entertainment in today’s society; they have produced some iconic titles/products like the PS1, the PS2, the PS3 and its most recent addition, the next generation of console, known as the PS4. These gaming, entertainment systems have altered and revolutionised the way we play virtual games, and they have truly made their mark on gadget history. Sony is a Japanese business that began in 1946, its name, at the time stood as Tokyo Tsushin Kogyo, however, since 1958, this iconic brand has been referred to as Sony. Product: Sony, Play station 3 The product I will be using during this task will be Sony’s, award winning creation/product, known as the PS3. I believe this product has been very, very successful, and I think I it will be an ideal product to evaluate and analyse. For example, seeing as this certain console is one of few gaming entertainment systems to be released in the modern era, the competition is reasonably low, therefore, its time during the product life cycle has sustained and gradually evolved into being a product within the Maturity sector. However, due to recent events, a new range of console appeared, formed by the same brand; Sony. This new range of gaming console is referred to as, the next generation of gaming entertainment, and this specific console is known as the Sony PS4. This PS4 was released into stores and gaming retailers on such dates as the 15th of November 2013 (for North American Citizens), the 29th of November 2013 (for European Citizens) and 22nd February 2014 (for Asian Citizens); and as of March 2nd 2014, this product has already sold as many units as 6 million worldwide. Because of this, the Sony PS3 will eventually fall into the declining sector within the product life cycle, due to decreasing demand, decreasing popularity and a decrease in advertising and production. This certain factor is one prominent reason why I have chosen this product to feature within my coursework. Promotion The promotional process within a business is where an organisation would advertise a selected product to either inform existing customers of new modifications to their products, or to advertise a new product they have just created and finished. The methods and messages business use when displaying their products are very important, as it can overall determine the outcome/success of the product. For example, businesses want to sustain and attract new and existing customers by using persuasive and informative promotional materials, and if their promotional schemes do not achieve this substantial amount of money can be lost, thus negatively affecting the business and potentially damaging the business. There are many forms and ways in which business can promote their products for example: Advertising – Through TV, radio, magazines, newspapers, internet Direct selling – directly approaching and â€Å"targeting† customers, e.g. public speakers, telesales, door salesmen Direct Marketing – Leaflets, mailshots, emails Point-of-sale – selling point stands, free samples, vouchers, offers Incentives – loyalty cards, bonus points or point systems i.e. these exist on many crisp and cereal selling brands Public Relations – Ensuring the organisations name is well known and grown or growing publicity. Catchy slogans, and brand names or e.g. sponsorships like Nike’s Cristiano Ronaldo sponsorship deals Sales Promotion – special offers, deals, sales to attract customers All these ways are commonly used by business in order to boost the publicity and overall speculation on their product, as every business needs to achieve a certain amount of customers, in order to generate profit. As well as these promotional ideas/methods, businesses also use certain features like AIDA. This stands for (A) Attraction, (I) Interest, (D) Desire, (A) Action. This diagram is used to represent a customer’s approach to reviewing a product. For example, when seeing a advert that appeals to them, these (potential) future customers will have a mental review of the product, and over a period of time, this AIDA process should unravel and take its formation. This is a process in which many businesses follow, in regards to promoting and releasing their product/ideas so they can identify what techniques to use, when advertising and promoting their products. For example, firstly comes the Attraction of the product, businesses want to represent their newly formed product as a new revolutionary item that will  benefit someone in every way, where it’s needed. Therefore, business will present their item as â€Å"cool†, â€Å"modern† and highly â€Å"anticipated† despite it’s not even released yet. This is in order to obtain the focus of customers and to gain their attention to their product. The success rate in which businesses do this will determine how many people will feel encouraged to buy your product, an increase of this will overall benefit the business and generate them with increase/grown profits. Secondly comes Interest, this is where business aim to achieve the focus and publicity of their product . Because of this, businesses want people/customers to gain an interest to their product, they want people to feel they need and have to purchase it. If a business successes within this stage, this could impact the business in a number of positive ways. For example, an increased amount of people interested within your product could mean, an increase in profits, and this will most certainly benefit a business. Businesses do this by containing people within their adverts or promotional materials looking happy with the product, or featuring famous figures in order to promote how stylish a product can be. Like I briefly mentioned, businesses want customers to feel the need to have their product, this stage is referred to as the Desire stage, this is where business feature many promotional materials in order to obtain the attention of customers and make them feel the need to want to buy and purchase their product. Again businesses can do this through featuring famous figures like Cristiano Ronaldo in order to promote their new product. By doing this, many fans of these famous figures may feel desired into purchasing the product as they deem it as stylish or maybe they just feel loyal to the role model/celebrity who promoted it. Finally features the stage/section known as Action. This the physical side to this AIDA cycle, for example Action is where the customer/reviewer will eventually purchase the good and use it/consume it for its purpose. Within this cycle, businesses don’t really have to do anything more at this stage, the customer has bought their product, all the business can do now is wait and assume the certain client has grown fond of their product, thus potentially forming them into an existing customer/loyal consumer. What are the promotional techniques used by your businesses? Within the two businesses I have chosen, there are multiple promotional techniques. Within the paragraphs displayed below, I will present this and eventually outline their strengths,  weaknesses, and comparison with compe titors and their differences. Nike Inc, Mercurial Vapor: For this selected product, I found many promotional schemes, however, I commonly found promotional processes within the advertising side of promotion, and these TV advertisements included famous footballers like Cristiano Ronaldo and Zlatan Ibrahimović in order to boost the attraction of their product as well as the desirability. For example, some screen shots/links of the adverts collected: Advertisements: Cristiano Ronaldo: https://www.youtube.com/watch?v=MWVYwppLPdE https://www.youtube.com/watch?v=_mdgTR5ZyDs Zlatan Ibrahimović: https://www.youtube.com/watch?v=pqVk1FHYeFY https://www.youtube.com/watch?v=7SBnk3lKzzg Strengths: Within this set of Nike commercials, I thought the real strengths and positive aspects had to be the way in which they want people to perceive their products. For example, within each advert/promotional technique, they indicate how their style of football boot could change the way in which you perform, and how it can alter your abilities. For example, within the Cristiano Ronaldo adverts, it depicts Ronaldo, running through a whole team, easily with such pace, the advert then finished with the simple statement of: Be fast. Be Mercurial. This would indicate to customers that their special brand of football boot could enhance their abilities and the way they perform on the football pitch. For many football fans, and aspiring football players, these factors may be very important and this may encourage them to buy the item as they desire the certain traits these products supposedly provide. This is also a good way of advertising, because when people purchase this variation of football bo ot, it’s another way of advertising, however it’s free. For example, potential customers may see other people wearing the advertised boots, and this may cause them to feel jealous due to them knowing what the boots supposedly provide trait wise, as well as the fact, their favourite footballer may be the cover of that  certain brand, therefore they could feel further experiences of jealousy. This factor is very important because, in modern day football, the competitiveness between aspiring players may be extremely high, therefore each player wants/needs a certain factor such as new boots that may pose them with an â€Å"advantage† over everybody else/their opponents. Overall this will encourage more people to purchase Nike’s product as the certain products may feel increasingly desired, thus potentially increasing their profits and reputation. I also feel strength of these advertisements is the involvement/featuring of worldwide known sports figures like Cristiano Ronaldo and Zlatan Ibrahimović. Many young people interested within sports and football idolize over certain role models like these players, therefore, when these people see the Nike adverts featuring them, they feel obliged to purchase the certain piece of sports apparel in a way of supporting their role model. Therefore, Nike can use this to their advantage by exploiting how these players â€Å"benefit† from their products, and how it will reflect on their customers. For example, many fans and expiring footballers may feel, that wearing the same football boot as Cristiano Ronaldo or Zlatan Ibrahimović will grant them with their abilities and skill. Because of this, Nike’s advertisements can easily attract more customers by featuring these great athletes, thus potentially boosting their profits due to increased attraction and desirability. Weaknesses: Within these adverts, I felt it was very hard to find a significant weakness; however, I came to the conclusion of their adverts potentially degrading people. For example, due to the adverts representing how football players could be boosted/enhanced by the certain football boot, certain people who may desire the item, however can’t afford it may feel, when they play football, they do not have enough skill or power when on the pitch in comparison to people wearing these advertised boots. Because of this, many people may feel degraded, and they may also feel potentially weaker as a footballer, and this could potentially have a negative effect on Nike due to some people possibly feeling depressed about their abilities when being reminded of their products and their brand faces like Ronaldo and Zlatan Ibrahimović. Therefore, Nike may suffer some reductions in customers,  therefore a decrease in overall profits. Comparisons with competitors: When comparing to competitors, I believe Nike is probably at the best stage, I believe Nike is at the top of their game. For example, I think the way in which these commercials are conducted, represent these products with style, professionalism, power, speed, agility, and skill, precision. Because of this, I believe Nike’s target audience has been expanded for example, due to the professionalism and smart appearance of these products and their commercials, elder customers may also be enticed to purchase the products, as well as young, aspiring players. I also feel Nike made the correct choice when choosing players like Cristiano Ronaldo when advertising their products. For example, over the past couple of years, Ronaldo has accomplished many individual and joint awards and has successfully earned his place as the one of the best, if not the Best player in the world. Because of this, more people may have been enticed to buy Nike’s products, thus potentially booting their profits and overall reputation. Sony, Play Station 3: Again, with this certain product, I found Sony Corporation used many promotional techniques in order to advertise their product, especially within television, posters and billboards. For example: Links: https://www.youtube.com/watch?v=YyTlxHwuPZY – Long Live Play Michael https://www.youtube.com/watch?v=gqkNPcUMffU – PS3 Baby Commercial Strengths: Within these Sony, PS3 commercials/promotional material, I found that theses commercials had many aspects about them that were positive. One of these was the engagement to the audience a special individuals that are avid console gamers. For example, within the Long Live Play commercial, a group of gaming characters formed in order to celebrate the background character known as Michael who controlled their stories, as he PLAYED their games. I believe this is a positive effect as certain people may recognise these gaming characters, therefore they already obtain some variation of emotional  attachment to them, because of this, more people may be attracted to Sony’s products. For example, by seeing characters from certain games they have played may trigger many good memories of these people playing these games when they were younger. Because of this, they may feel encouraged to buy the console in order to recap on old memories, because of this, and increased amount of people buying Sony’s products will mean, and increased amount of profits, thus benefitting Sony in a number of ways. Another strength could be the suspense during the commercial. For example, the Long Live Play commercial depicts a group of characters speaking and celebrating about this person called Michael, however, customers watching the commercial don’t’ actually get told who this Michael is and why he’s important until the very end. I believe this is a very good promotional technique as this may cause customers having to watch the entire commercial as they are curious to whom Michael is, and by that time, they are drawn in and notified of the brand â€Å"Sony – PS3†. This suspense could ideally cause more people to remember the commercial, and overall these factors could increase the amount of people wh o will buy Sony’s products, thus increasing their profits further. Weakness: In comparison to the Nike commercials, I felt there were more negatives within these certain promotional methods, especially within the first commercial I watch, the PS3 baby commercial. I feel there were certain negative, such as how vague the promotional method was, for example, I don’t feel and can’t seem to analyse any form of message or purpose into why Sony depicted a baby doll, glancing at their product and making a series of different noises. If anything I believed this certain commercial was quite weird, and if I were to watch this commercial, my initial reaction would probably deter me from buying this product,, as I found little about the product itself, and the way I think the commercial was conducted was very strange and dysfunctional. I believe this would overall be a negative effect in regards to Sony. For example, if people are deterred from buying you product, due to your commercial, this could result in reduced sales and ultimately a decrease in your a nnual turnover. I also find, within the Long Live Play commercial, if you were new to gaming and unaware of some of the figures within the production, the advert wouldn’t really appeal to you,  therefore the way Sony aimed to increased sales through this promotional method may not work as well as hoped. For example, how do you expect to connect with some of the characters when you’re un aware of their story/history? Ultimately this could affect the turnover and sales created through this product and it could mean less people may purchase Sony’s products, thus potentially affecting their profits. However, in relevance to my last point, it could also be perceived as a positive, for example, if some people are unaware of certain characters, this may leave them questioning their purpose, and why they’re there. Because of this, people unaware of this information may feel the need to purchase a games console and some related game titles in order to find understand why certain characters were within the commercial. Due to this, businesses like Sony who sell gaming systems may receive increased sales due to people new to games, and are searching for a correct platform to play on. Overall this would positively affect Sony as sales may increase, as well as profits, thus benefiting the company economically. In comparison to their competitors I feel Sony don’t feel the need to input as much effort into their advertisements. They seem to focus on sales promotions within shop windows like Game or Game Station. I also feel Sony withdraw from increased advertising as it costs money, and they seem to find leaving their customers without that many details, It might give them an increased chance in regards to buying the console as the negative effects of the product may be unknown until purchased, this is beneficial to Sony as again, more sales mare be generated, thus a potential increase in profits. Pricing Strategies Used Pricing strategies is another word for the structure, and how businesses decide to sell their goods, and depending on these products, the type of pricing may change. Nike, Mercurial Vapor: The first pricing strategy I think Nike use in regards to this specific product happens to be the strategy known as Promotional Pricing. This is where businesses provide offers, and sales on their certain products. And in Nike’s case I believe this is exactly what they do, for example, considering the competition for this variation of product is very high, businesses like Nike have to constantly circulate new products and new Mercurial Football  boots, otherwise, their competitors will receive the upper hand and potentially an increase in customers due to less competition and other competitors not releasing new, updated stock. So, businesses like Nike release new stock/products like Mercurial Football boots in order to maintain their customers interest, therefore a majority of their older stock falls into the category of sales, deals and special offers. For Example: For example, Nike cut down this special type of Mercurial Football boot down from  £55.00 to  £43.00, a  £12.00 price decrease. Nike also follows the pricing strategy of Price Skimming. For example, when Nike first releases a new rendition of the Nike Mercurial Football boot, the price is initially, extremely high. I believe they do this because they know people would pay so much, just to stay up to date and modern in regards to the latest range, I also believe they do this because they know they are going to later decrease the price, therefore they initially sell their products at an extremely high price, just to take advantage of the limited time it’s going to be that price for to ensure they may generate a major profit per unit, thus potentially increasing their sales and overall increasing their profits. For example: The screen shot displayed above represents how much Nike initially release their Mercurial Vapor range at, later this price will decrease as new boot ranges will circulate, and this certain style will eventually go decrease in fashion/popularity. Sony, Play Station 3: The Sony PS3 has been around for around for around 7 – 8 years now, therefore the pricing strategies Sony used may or may not have changed during the products long lasting existence. Over that period of time, the Sony PS3 has been altered, re-mastered and perfected, therefore the pricing has obviously had to be changed, and considering the release of the new PS4, the Sony PS3 price has probably fluctuated at an even greater scale. One of the price  strategies the Sony PS3 withheld was, Price Skimming. Sony needed and has used this strategy due to the products huge market life. In order to generate and receive the most sales/turnover, Sony needed to keep the price as high as they could until something like the PS4 appeared. For example, since its release, the Sony PS3 has maintained a price between  £400  £150, therefore within that 8 year product life bracket, Sony has only cut the pricing down from around  £250, and like I mentioned before, Sony did this in order to generate the highest amount of sales/turnover in order to sustain a substantial amount of profit. Sony have also used the pricing strategy known as promotional pricing, for example, since Sony and their consoles involve features such as buyable accessories and games, Sony seem to release the occasional deal which involves a mix of a variety of games, certain gaming related accessories and obviously, the console itself. These deals appeal to many people as they receive the highly anticipated console as well as many other beneficial features. However, businesses like Sony use these added features in order to boost people’s encouragements as they believe the deal is better than it actually is. This is beneficial to the business as it overall could result into increased sales/profits due to deal prices and bundles potentially being sold for more than the individual console. This then leads me on to my next and final pricing technique, for example, business use the pricing strategy known as Psychological pricing. This is where businesses sell products at a price to deceive customers and trick them into thinking it’s cheaper than what it really amounts to. For example, many businesses sell items ending in 00.99, this is due to it seeming like it’s much cheaper than the price following it, for example, people feel they’ve received a great deal off an item for  £19.99 instead of it being  £20.00, despite it’s one penny less, your eyes deceive you and it seems to look like a much smaller number/price. For example, in regards to Sony, their PS3 has been usually sold at a price ending within 00.99 in order to trick and deceive people, thus causing Sony, to generate an increased amount of money, thus boosting sales and potentially enlarging the business’s profit. For example: As you can see, this certain retailer has applied this strategy on order to generate a increase within each unit sold. This will overall benefit Sony as  more money will be generated within their company, causing them to receive a positive cash flow. Place Nike: Nike is business that specialises within sports apparel and sports related accessories, therefore you will find most Nike goods within common Sports retailers. For example, popular European stores like Sports Direct, JD sports and the Nike shop will supply these related goods as they are all featured within the same business sector – Sporting and Leisure activities. These products produced by Nike are supplied within these stores as Nike is a multinational brand, and it’s becoming increasingly popular, therefore, over the past couple of years, the demand for Nike produce, such as Mercurial Football boots has increased. Because of this, businesses like Sports Direct and JD sports want to sell their goods as Nike will cause them to generate increased profits due to increase popularity of Nike products and increasing demand for the certain stock, supplied by Nike. This is beneficial to both stores, for example, Nike will receive money through the selected stores Nike stock sales as a percentage of this money will be generated and transacted to them, as long as Nike provide these businesses with suitable and updated stock. The only negative I can picture could be the certain percentage of the money Nike might receive, for example, this percentage may be quite low, and therefore it might actually negatively affect Nike as they may spend more money manufacturing and transporting the goods than what they receive in return. Sony, Play station 3: Since Sony and their PS3 is categorized as a gaming entertainment system, the stores that usually sell this product are gaming retailers like, Game, HMV, Game station, and CEX, however, since PS3 became a worldwide product, they have gradually been sold within basic superstores like Tesco, Wall mart, Sainsbury’s, Morrison’s, ASDA and Waitrose. Again, due to the products speculation and overall success, these businesses decided to get in touch with Sony and sell their produce (PS3) as they were certain its success will provide them with increased sales, and overall profits. Many businesses like  Tesco also bought the stock in order for more people to enter their stores, fro example, by increased amounts of people entering a Tesco in search for a PS3, they may buy a certain drink or product provided by Tesco, and because of this Tesco and other superstores selling the PS3 may have also generated increased product/stock sales and well as potential increased profits. Much like the positive effect presented above this will also overall benefit Sony, as an increased amount of businesses wanting to sell their produce, will mean an increase in funding and overall boost in the finances within the organisation as more money will be externally inserted within the company. The only negative again could possibly be an insufficient amount of money to compensate for the immense amount of demands from businesses wanting to sell Sony’s products, however their funding/money should cover it, thus evading this problem and providing Sony with no real negative issue in regards to this problem. Evaluate the marketing techniques used by a selected business Nike: After evaluating and analysing Nike and their Mercurial Vapor football boots, I have resulted in a conclusion, and have formatted my final opinion, on their way of marketing. I personally believe Nike used very smart and successful marketing strategies, as the popularity of their business represents how they have globally attracted people to their brands, and sports apparel. For example, in regards to their Product, I believe the way they’ve dealt with the growing/fast competition really functions well within their business. For example, Nike has adapted and became accustom to bringing out and releasing new products, like football boots every couple of months/year in order to sustain the interest of their customers and target audience. For example, they need to sustain each of their products like the Mercurial Football boots within the growing sector in regards to the product life cycle, until the next brand or style of boot gets released. Without these certain functions, and Nike standardized approach, I doubt the business would be as successful as it has been over the past few years, this certain function has certainly helped Nike achieve success, sales and profits; and these are all very beneficial features within an organisation. Due to these factors, I also believe Nike has breached its customers’ expectations; they have released consistent and fashionable products, much  like the rapid production and competition of football boots, and they are definitely one of the best within their selected sector of Sports and Leisure apparel/equipment. This is why I believe Nike could be regarded as one of the best, if not the best football boot producers/retailers within the world, and I believe they are definitely one of the feared businesses, in regards to their competitors like Adidas, Puma, Umbro, Sondico and Warrior. Secondly, I believe Nike’s Promotional sector is also very effective, for example, as I mentioned previously, I believe the way Nike advertise and present their products is very professional, stylish and smart in regards to their appearance. And because if this, I believe Nike’s target audience is expanded, for example, by appealing to an increased amount of people, Nike’s football boot sales may increase, therefore Nike may even result in an increase within profits; thus benefiting the business further. I also believe Nike conducted their sponsors very professionally and successfully as well. For example, Nike and their range of football boots obtain sponsorship deals with players like Zlatan Ibrahimović and the two time Ballon d’Or winner; Cristiano Ronaldo. I believe these deals have secured Nike’s success, for example, due to players like Ronaldo promoting their produce, an increase amount of people have been encouraged to buy their products , like the Mercurial football boots; thus boosting their sales, revenue and overall, profits. Again, in comparison to their competitors, I believe Nike are the best in their business sector. For example, the way they’ve conducted each commercial, poster or other promotional source, they do it with certain features that I feel provides them with an edge in regards to attracting and generated desiring customers.  Within Nike, I feel their pricing strategies were extremely good / beneficial to the organisation, and I believe, there isn’t any other form of strategy that I would follow, in terms of generating sales, and ultimately profits. For example, I believe the strategies they used were very good, in regards to their products, and how it will function with their target audience/customers. For example, one of the pricing strategies they used was, promotional pricing, this is where business sell their goods by offering certain deals and sales and cutting down the price in order to attract and generate an increased amount of customers. I believe it was  convenient for a business like Nike to use this certain strategy, as the football boot market is very competitive, and new boots will have to be released every couple of months/ year. Because of this, it’s only right if they cut down the price on their other goods by introducing sales, offers and other forms of promotional pricing, in order to attract more customers, and potentially increase sales/profits. Another form of Promotional pricing that Nike conduct is the strategy known as Price skimming. This is where businesses initially release their item at a very high price; however, as it progresses through the product life cycle, this price tends to decrease in order to benefit the business and customers by producing potentially more sales, thus more profits, as well as a cheaper price, therefore increasingly affordable. Again in Nike’s case, this is mainly due to the strong, competitive market. For example, new products like Mercurial football boot s will have to be released, therefore the stock referred to as the old stock will slowly come down in price as new products and goods get released. This will benefit Nike as the cheaper prices could attract more customers, because of this, Nike could face an overall sales increase, and this sales increase could eventually lead to the increase in Nike’s profits. Nike could improve the sales of this by promoting these reductions in such things as Television Adverts or posters, combined with popular retail stores such as Sports Direct. By promoting these reduced offers, more people within their target audience may feel interested to purchase their products, due to this Nike’s sales and overall profit may lead to an increase. Within these advertisements further deals with popular sports personalities such as Cristiano Ronaldo could take place; further promoting these reduced products, ultimately leading to more people having a desire or wanting for these items, resulting in an increase in Nike’s sales and profits. I believe the way Nike sells their produce, like their Mercurial Vapors is very convenient and bene ficial to the organisation. Therefore I believe these certain pricing strategies are very effective and this specific range of marketing techniques are very successful in terms of generating the business with increased sales and overall increased profits. Nike has overcome their competitors by formulating certain schemes to override their opponents and receive increased customers, sales and profits. Like I mentioned previously, to strengthen this, Nike could promote their discounted and reduced prices  even more. For example, since a new style or variation of their products such as Football boots are renewed monthly in order to maintain a controlling position within the Market, a vast amount of their old products are slightly forgotten about in regards to customers and their target audience. Therefore I think it would be highly beneficial to Nike if they compensated more for the promotion of their older products with reduced prices as it could overall increase the sales of their business, and ultimately lead to increase publicity. More people would be interested to purchase these promoted items with reduced prices, creating a larger attraction to the Company (Nike) and its products, either new or old. Further promotional materials with sports personalities would also help solidify their position, as certain sporting figures may attract a larger audience to their business, increasing the publicity and knowledge of their products; this would be highly beneficial to Nike as it may result in increased sales, ultimately leading to an increase within profits, further benefiting the organisation. However, if I had to make one improvement I would say the pace at which the company skims the prices off its products. For example, many times I have been looking at popular football boots and noticed how the prices are extraordinarily high. For example, popular football boots promoted by famous athletes sometimes cost over  £200. For children, and sometimes adults, this type of money to compensate is nearly impossible, or considered a â€Å"waste†. This high price may result in push factors for people in search for the adequate balance I regards to sporting goods such as football boots, people will look for price, fitting and appearance; and if the price is high, it may deter people from purchasing it, ultimately reducing Nike’s sales, potentially leading to a decrease in profits. By increasing the rate at which these products are reduced, and shortening the period they are sold at a very high price for, more people may be attracted to buying and using the product, thus promoting the business’s content furthermore, and ultimately leading to an increase in profits due to increased customers and sales. Lastly, within the marketing sector, comes the section known as Place. This basically refers to where the products are actually sold. For example, for Nike this is the common sports retailers like Sports Direct, JD sports and  more. This encourages greater sales as the product is widely available. For example, it would be common to provide businesses who have generated success, prior to you letting them sell your specific items. Therefore, it was only beneficial for businesses like Nike to sell their good to businesses like Sports Direct who are very successful and have generated an array of customers in search for products like Nike’s Mercurial football boots. This will benefit them as the business’s success could potentially mean, more people might purchase Nike’s products, like their Mercurial Vapors, therefore Nike would benefit as they could potentially result in an increase within profits, and sales. Another way Nike may be able to improve the promotion and success of their sporting related goods could be the increase in personal customization, for example, many people buy and purchase products such as football boots to stand out within their selected sport, by allowing your customers to personalize a product, catered to their wants and desires will enable an increased level of individuality. For example, this customisation technique may allow people to feature their own personal initials and colour combinations on their selected Nike products. Also, this certain function should not only be introduced via the internet, but also via located outlets. This would enable people and customers to receive a visual on how their selected product would appear. Certain physical features such as a wider Nike product customisation would potentially lead an increased amount of customers, for example, like I mentioned previously, within their selected sports, people want to stand out, in order t o attract attention or an increased chance of remembrance. Therefore, by allowing people to customize their personal products whether it is tops, shoes, boots, shorts or even tennis rackets, a wider audience may be attracted. Ultimately this may increase Nike’s sales, leading to an increase in their overall profits. The only recommendation for Nike, in my opinion would be if they were to provide more promotional pricing methods in order to prevent certain items falling into a decline, for example, due to the high competition within the market in regards to football boots, they have to release new boots, every couple of months, therefore the â€Å"older† boots decline in price and popularity quickly. In order to prevent this, I think Nike should increase the amounts of offers within their football boot range; this will potentially increase sales and even boost profits as an  increased amount of people would be encouraged to purchase Nike’s products due to the falling/cheaper prices. Again this will benefit the business as more money could be generated, and this could possibly mean Nike may sell more, thus increasing their overall sales.