American Colonies and Separation from England Essay

When settlers from England came to America, they envisioned a Utopia, where they would have a say in what the government can and cannot do. Before they could live in such a society they would have to take many small steps to break the hold England had on them. The settlers of America had to end a monarchy and start their own, unique, form of government. They also had to find a way that they would have some kind of decision making power. The most important change that the colonies in America had to make was to become a society quite different from that in England. By 1763 although some colonies still maintained established churches, other colonies had accomplished a virtual revolution for religious toleration and separation of church and state. During the mid-1600’s England was a Christian dominated nation; the colonies, however, were mainly Puritans. When Sir Edmond Andros took over a Puritan church in Boston for Anglican worship, the Puritans believed this was done to break their power and authority. The Puritan church in New England was almost entirely separated from the state, except that they taxed the residents for the church’s support. The churches in New England had no temporal power, unlike the church of England. Many seaport towns like Marble head and Gloucester, became more religious as time pasted. This show of religious freedom was a way in which the colonies had religious toleration and differed from the Christian church in England. Unlike the well-defined social classes of England, the colonies had a streamline class structure, which gave individuals the chance to rise on the social latter. New settlers living on the coast could become rich by fishing and selling what they caught. If fishing was not a settler’s strong point, then they could try their hand at farming. Getting the land to farm on was the easy part. The ‘head right’ system gave each male 50 acres, and 50 acres to each indentured servant he might bring over. England could not do this because England so defined the social classes and they did not have enough land that they could give to every male and his indentured servant. In a similar economic revolution, the colonies out grew their mercantile relationship with England and developed their own expanding capitalist  system. The idea of a set amount of wealth in the world and that if one were to become wealthy, he or she had to take from someone who is already wealthy, is basically what mercantilism means. The colonies did not believe this idea in America. They believed that no matter who you were, if you had a good idea for making money you could do so, and without having to take it from someone else. This capitalistic spirit made many men very prosperous, unlike England who tried to force colonial ships to stop at England before they deliver their cargo. This would take money from the colonists and put it in the pockets of England. However, it did not work because the colonies figured out ways to make the raw materials on their ships into useable goods at the colonies themselves instead of at England. The colonies broadened the notion of liberty and self-government far beyond what England had ever envisioned. Through the years certain anomalies occurred, as colonial governments furthered themselves from the government of England. The governors of the colonies got power and certain prerogatives that the King had lost; the assembly of a colony got powers, particularly with respect to appointments, which Parliament had yet to gain. England was too preoccupied by the struggle between Parliament and Stuart Kings, to perfect effective imperial control over the colonies in America. The separation from England by the colonies in America took many years, but ultimately gave the colonists a real sense of freedom. Through small steps like, capitalism, self-government, and a fluid class structure, the colonies slowly, but surely, gained their independence from England. These changes in religion, economics, politics, and social structure illustrate this Americanization of the transplanted Europeans.

Management Theories Essay

Adam Smith’s The Wealth of Nations discusses the optimal organization of a pin factory; this becomes the most famous and influential statement of the economic rationale of the factory system and the division of labor. Major works of Adam Smith The Theory of Moral Sentiments (1759) An Inquiry Into the Nature and Causes of the Wealth of Nations (1776) Essays on Philosophical Subjects (published posthumously 1795) Lectures on Jurisprudence (published posthumously 1776) Lectures on Rhetoric and Belles Lettres Frederick W. Taylor sometimes called â€Å"the father of scientific management.† He was one of the intellectual leaders of the Efficiency Movement and his ideas, broadly conceived, were highly influential in the Progressive Era. The Principles of Scientific Management, published in 1911. His approach is also often referred to, as Taylor’s Principles, or frequently disparagingly, as Taylorism. Taylor’s scientific management consisted of four principles: 1.Replace rule-of-thumb work methods with methods based on a scientific study of the tasks. 2.Scientifically select, train, and develop each employee rather than passively leaving them to train themselves. 3.Provide â€Å"Detailed instruction and supervision of each worker in the performance of that worker’s discrete task† (Montgomery 1997: 250). 4.Divide work nearly equally between managers and workers, so that the managers apply scientific management principles to planning the work and the workers actually perform the tasks Taylor’s contribution to organizational theory This required an organization theory similar for all practical purposes to that advocated by those organizational theorists who followed. These theorists developed principles of management, which included much of Taylor’s philosophy His framework for organization was: †¢clear delineation of authority †¢responsibility †¢separation of planning from operations †¢incentive schemes for workers †¢management by exception †¢task specialization Max Weber Bureaucratic Management Max Weber is best known as one of the leading scholars and founders of modern sociology, but Weber also accomplished much economic work in the style of the â€Å"youngest† German Historical School. Eliminate the human intervention during the business process. Weber’s bureaucratic management consisted of 6 principles: 1-Roles and regulation should be written. 2-Impersonality treatment. 3-Division of labor. 4-Hierarchical structure. 5- Authority structure. 6-Rationality. Henri Fayol Henri Fayol was one of the most influential contributors to modern concepts of management, having proposed that there are five primary functions of management: (1) Planning, (2) Organizing, (3) Commanding, (4) Coordinating, and (5) Controlling

THE IMPORTANCE OF EMPLOYEE EMPOWERMENT IN THE GLOBAL WORLD Essay

THE IMPORTANCE OF EMPLOYEE EMPOWERMENT IN THE GLOBAL WORLD - Essay Example The logic behind employee's participation and empowerment is quite simple: by involving workers in those divisions that affect them and by increasing their autonomy and control over their work lives, employees will become more motivated, more committed to the organisation, more productive and more satisfied with their jobs. Empowerment is the authority to take decisions within one's area of operation without having to get approval; from anyone else. Here the operatives are encouraged to use their initiative to do things the way they like. To this end, the employees are given not just authority but resources as well so that they not only take decisions but implement them quickly. This empowerment means giving the employees the authority to make decisions and providing them with financial resources to implement these decisions (Koch & Godden, 1997 11). Employees participation and empowerment participation means sharing the decision making power with the lower ranks of an organisation in an appropriate manner (Lashley & McGoldrick, 1994, 35). When workers participate in organisational decisions they are able to see the big picture clearly and also how their actions would impact the overall growth of the company. They can offer feedback immediately based on their experiences and improve the quality of decisions greatly. Since they are now treated with respect, they begin to view the job and the organisation as their own, and commit themselves to organisational objectives whole heartedly. 3. Creating an Empowerment Culture Organization culture depends basically on its history, technology, industry, custom and practice, leadership style organization structure etc. All organizations are unique and therefore have unique cultures. However, if one examines the attributes of the majority of industrial organizations, there are a number of traits that are seen as desirable for effective organization. First, no organization can be isolated from cultural environment, that is, organization as a social unit must operate within the framework of the larger cultural system. As such, a congruency has to be maintained with the values of total culture. Second, organization may be considered as a subculture within the framework of total broader culture. No doubt, every organization develops its own norms and cultural pattern of behavior; these elements are developed within the context of the larger cultural pattern. No part of the system should go against it if both have to succeed. From this point of view, the creating an empowerment culture is important for the functioning of a modern organization. A model for understanding organizational culture is: Which effect

RBC Centura Bank Groups and Teams Research Proposal

RBC Centura Bank Groups and Teams - Research Proposal Example task within an organization because failure to deliver may suggest that the different organizational controls are not properly placed within the organizations which are allowing gaps into the performance of different individuals working as a team. Many research studies successfully demonstrated that the gaps in the performance of the teams largely depend upon the structure and configuration of the team. (Stewart & Barrick, 2000). Structure and configuration of the teams therefore indicate towards the different dynamics involved in the organization as well as formation of the teams and then converting such teams into high performing teams. As such organizations must take into account different factors such as team leadership, cohesion, structure as well as configuration of the team to expect high performance from the proposed teams. This paper will discuss as to how a group can become a high performance team besides discussing the ethical considerations of globalization and its impacts on the team dynamics by evaluating RBC Centura Bank as a case study. Team dynamics require the effective formation of teams in order to extract best performance however, before expecting such high performance, it is imperative that all the ingredients of converting a group of individuals into a high performance team shall be put into place. Team structure is defined as the configuration or allocation of the roles, responsibilities as well as authority within the team. (Stewart & Barrick, 2000). Team structure is important for extracting high performance because by providing interdependence and autonomy to the teams, teams tend to perform better because both factors provide an in-built channel for effective communication and grievance handling besides being self regulated in their orientation. Thus, in order to successful convert a group into a successful and high performance team; it is critical that the overall structure of the team is wisely built so that coherence and

China as an economic power in the world Research Paper

China as an economic power in the world - Research Paper Example For this to happen, the Chinese government needs to implement policies that fasten China’s transition to an economy that is a free market. In addition, it should address issues to do with growing income disparities, enhance innovation and production, as well as boost the protection of the environment. The country’s gross domestic product has grown at an annual rate of about 10%. China has risen rapidly as a major economic power within a span of about three decades. The rapid economic growth has led to an increase in commercial ties with the United States. As compared to the U.S, China is less developed but analysts predict that China will become the largest in the next five years. Many U.S companies have operations in China and the main reason is to have the ability to sell their products in the flourishing Chinese market and to take advantage of cheap labor for the exporting goods. These operations have made some U.S firms more competitive internationally and have managed to supply the U.S consumers with a range of goods at a low cost. However, the rise of China as a major economic power has brought challenges among the U.S policy makers. There have been claims that China uses practices that amount to unfair trade to flood the U.S market with goods that are of low cost. In addition, the growing use of industrial policies to protect the indigenous Chinese industries and the widespread failure to take action against the infringement of the U.S intellectual property rights pose as a threat to the U.S intensive industries (Jacques, 2009). Others contend that the country has a growing demand for energy and raw materials and its surfacing to be the country that emits the most greenhouse gases. China faces a number of challenges as much as the Chinese government supports the maintenance of social stability as one of the ways of growing the economy. The challenges may dampen the growth of the county’s future by distorting economic

Hospitality Information paper Term Example | Topics and Well Written Essays - 750 words

Hospitality Information - Term Paper Example become a priority for many hotels as the industry growing very fast, so there is a need to conserve energy not to mention the customers’ preference for hotels that have gone green. In the hotel industry, going green means many things. Green technology, which was once used as luxury in hotels is now a very important idea to adopt that is seeing unwilling hotels lose customers and profits. Different hotels embrace the green technology in different ways. This may include recycling waste in the hotel, reusing materials such as towels, using solar and wind energy, making organic food whose waste could be easily disposed and decreasing the amount of carbon dioxide released into the atmosphere among others (Kasavana, 2008). There are many ways through which hotels can use green technology. Conserving energy is very important in any industry and many ways are available for obtaining this objective. A common way is using solar energy that makes use of the renewable energy from the sun. Some hotels have solar panels installed in their buildings. The solar cells in the panels get energy once exposed to the sun and change it into electricity that can be used to perform many activities needing electricity. A plus for solar energy is that it can be kept safe for later use, and it does not harm the environment in any way. When used in place of electricity costs of producing electricity and level of pollution decreases. Wind energy that does not harm environment can also be used in places with a lot of wind where wind turbines move with wind and produce electricity. Solar and wind energy are a good strategy to green technology because they make use of the available natural energy reducing the need for power fro m electricity plants and also do not produce greenhouse gases that harm the environment(Hotels Going the Green Way with Technology, 2013). The design of hotel buildings also plays a big role in using the green technology. With the use of more environmentally friendly

How Helpful Is the Concept of Moral Panic in Understanding Recent Essay

How Helpful Is the Concept of Moral Panic in Understanding Recent Media Coverage of Muslims - Essay Example A critical analysis of the concept of moral panic The feelings generated from intense expression of an issue considered a social threat constitutes moral panic. The concept of moral panic is considered essential in enhancing processes of societal sensitization in moral issues. It also entails the creation of awareness in regards to challenges that threaten social order, as well as the acceptable virtues in the society, and are caused by deviant groups or individuals. Arguments and social tension becomes rationale for various controversies, where disagreements do not have room, since the society becomes a back-up tool for the proposed agendas. The main agent for the spread of moral panic is the media, owing to the recent technological developments in the adoption of integrated communication frameworks (Allen and Seaton, 1999). A cluster of characteristics is attributed to the concept of moral panic, which includes moral concern. This entails awareness creation to the society that the activities of a certain group are likely to cause societal disorder, leading to long-term negativity. Hostility is also increased in that, the society sees the deviant groups mentioned as folk devils that are not supposed to dwell among other people. Consensus is also an important feature since the infected society concedes in the aforementioned item of agenda that is anticipated to cause panic in the target society. However, the conceding groups do take action that is not tantamount to the real threat that is caused by the deviant groups. Disproportionality occurs in such a phenomenon, since the take of the issue is usually weighty to extents that are not in regards to the proximity of the deviant... The main idea of the report is media coverage which has also utilized moral panic to develop a take of the Muslims as financially and economically successful people. They are associated with wealth and excellence due to their optimistic nature. Their commitment when handling their religious, political, economical, social, and cultural values has overwhelmed a majority. Televisions, radio stations, and internet blogs present the Muslims as economical threats in their areas of occupation, owing to their hardworking nature. This has also acted as a rationale for the economical improvements in fear of it being triumphed by the Muslims due to moral panic presented by media. Their comprehension as political threats has made it possible for countries to develop moral panic in electing Muslim leaders to eradicate political domination. This paper makes a conclusion that the recent years have seen the usefulness of moral panic by media in the enhancement of the understanding of recent media coverage of Muslims. Media coverage is also an instrument for transformation of crucial information, a field that has developed in the recent years in terms of new devices acquirement. The understanding of Muslims has received both a positive and a negative take in the contemporary society. However, the media should lay new strategies that would enhance the understanding of societal issues in true manners, rather than creating moral panic that creates hostility and other negative impacts, especially in promoting the understanding recent media coverage of Muslims.

Explain how the MIS ( Management Information System) function area can Essay

Explain how the MIS ( Management Information System) function area can leverage , information, data and knowledge in terms of competitive advantage - Essay Example The system itself can be designed in such a way that it can control the information of the business so as to provide it with a competitive advantage. The system can be used differently and this essay would revolve around the particulars of this system as to how it can help the businesses flourish in a competitive world. Management Information System is defined as a set of technologies which include hardware and software along with human elements so that the decision making process of the respective business can be made easier (Bidgoli, 2010). This clearly tells us that the system is a way through which the businesses can integrate information and present accordingly to the relevant individuals. The system is designed to simplify decisions and carry out processes through which the decisions are made quickly and efficiently. In general the firms are given competition in the industry through different means. Porters Five Forces allow to understand these competitive forces as they tend to exist in the industries accordingly. These five forces revolve around products, bargaining power of customers and suppliers and the threat of new entrants. Management Information System takes a leap on these five forces to ease it on the business who will use the system in an efficient manner (Laudon & Laudon 2013). MIS should always be aligned with the objectives of the business so that it can be used efficiently to break down the threats of the competitive forces. Information Technology should always be constructed in a way so that the profitability of the company is increased with every step that the business takes. Information technology works by the methods of numbers and the business should always identify its goals and strategies with the help of the system. The progress of the businesses can be monitored with the help of information technology and this in turn would help the stakeholders decide in accordance to the

Literature Review on Working Capital Management Essay

Literature Review on Working Capital Management - Essay Example This review is composed of only those studies which have been published and made available through books, journals, magazines and internet. There is no doubt that working capital management is an indispensible part of everyday financial management of a firm. It is commonly understood that working capital requirement is related with the day to day operations of a firm and if the firm finds shortage of working capital, the firm is likely to face liquidity problem, which in turn affect the credit worthiness and the business as a whole. On the other hand, if the working capital position is too high, it does not sound good. Rather, it is a problem of lack of proper management. In other words, too much of working capital will affect the profitability by unnecessarily blocking funds in the current assets. Therefore, finding a proper balance between shortage and excess working capital is the key element of working capital management. The firm's liquidity and profitability are judged in terms of the working capital position of the firm. Jin Mcmenamin, in his famous book 'Financial Management: An Introduction', remarks that worki ng capital is an important measure of liquidity and volume of working capital determines the risk level. The more the working capital, less is the chance of a firm's bills are not met for payment (Mcmenamin, 1999). There have been evidences on the failure of firms that have faced either shortage or excess working capital. The short term financial decisions have got little interest among academicians in the past. However, with modern scholarly and empirical studies, the literature of working capital has grown much than ever before. M. Grass observes that shortage of working capital and excess of working capital have caused many firms to fail and has affected many firm in meeting their short term obligations (Grass, 1972). L.J. Gitman also is of the same argument that working capital management, especially for small firms is the factor that decides success or failure (Gitman, 1982). However, that does not mean that working capital is the only factor that decides the success of otherwi se of a firm. As mentioned in the above paragraph, working capital should neither be excess nor inadequate. Both these conditions are dangerous to a firm. However, working capital shortage is found to be more devastating and therefore, its occurrence should be avoided at all times. An imbalanced working capital position can be expressed through another dimension. Shortage of working capital endangers the liquidity and excess working capital affects the profitability adversely. Studies have been undertaken to empirically prove the evils of these tow danger situations. K Smith, in his paper remarks that working capital is significant because it directly affects the firm's profitability (Smith, 1980). J. B. Sarkar and Saha S N, in a case study entitled 'Profitability Crisis and Working Capital Management in the Public Sector in India', observe that the profitability of the selected public sector undertakings in India is suffered owing to inefficient working capital management (Sarkar, 1987). In anoth er study by A. K. Mukherjee entitled 'Management of Working Capital in Public Enterprises' concludes that firm's liquidity and profitability are negatively correlated (Mukherjee, 1988). He further observes that firms should avoid too much of investment in current assets, if

Are suppliers important for ebusiness B2B solutions when developing Essay

Are suppliers important for ebusiness B2B solutions when developing - Essay Example ter infrastructures, like the internet, as such it entails processes that are associated to the buying as well as selling and trading of products, services and in sequence, (Gunasekaran et al., 2002). The ubiquitous nature of e-commerce has brought about substantial media hype in the Business-to- consumer (B2C) industry, which entails things like ordering goods, personal banking as well as share commerce which is also an ever-present phenomenon. Nonetheless, the applicability of electronic commerce for (B2B) dealings has been far and wide recognized as an area with elementary prospects for cost saving and upcoming proceeds production. B2B trading involves interaction with members of the supply base, i.e. for inbound acquirement, in combination with punters for contracts connected to their procurement bustle. In the modern commerce backdrop the adoption of electronic commerce is seemingly unavoidable; e-commerce has not just been conceived as a surrogate but rather an essential ingred ient of doing business. To realize optimum integration of the distributor’s chain, as well promising electronic customer care management (e-CRM) it is important for information to stream faultlessly along the chain, Codling, S. (1996). Electronic commerce is a sunshade expression that comprises practically all forms of electronic buying and selling. The real meaning of electronic trading is buying, selling and promoting on the internet. Corporate worlds have been engaging in the B2B merchandise to a level where EC pervades elementary trading process and activities. The B2B infrastructure supports buying, selling, marketing and supporting of goods as well as services by businesses. Electronic infrastructures such as the intranets, extranets as well as the Internet support communications and transactions between business associates. The development of B2B should be anchored on a keen consideration of the imperatives of enhancing the supply chain performance in that value reaches the

Consumer Behavior of Kotak Mahindra Bank Essay Example for Free

Consumer Behavior of Kotak Mahindra Bank Essay On â€Å"Identifying, analyzing and understanding the consumer behaviour pertaining to Kotak Mahindra Bank Ltd. Products exclusively at Raipur (C. G)† For Raipur Branch Submitted for the partial fulfillment of the requirement for the award of the degree of Masters of Business Administration. (MBA) PREFACE Quite frequently these days’ people talk of research, both in academic institution and outside, several studies are undertaken and accomplished every year, but in most cases very little attention is paid to an important dimension related to research i. e. its practical importance. It may be noted in the context of planning and development that the significance of research lays in its quality and not in quantity. As far as this project report is concerned, the report consists of four chapters along with bibliography and Appendix, well arranged in coherent manner. Chapter one is an introduction, presenting up an over view of the Chapter two contains of Research methodology which includes all the necessary aspects. Chapter three contains data analysis and interpretation and chapter four contains of Main findings, Conclusion, limitations and suggestions. So, through this research work I tried to explain about my study of   along with the customer’s feedback or their responses, through which we come to know about the strength and weaknesses of the bank. I shall amply reward, if this project report proves helpful in the development of knowledge of the reader as well as from companies point of view. I am also thankful to all staff members of Kotak Mahindra Bank Ltd. And all the customers of Kotak Mahindra Bank ltd for providing me relevant information and data which are very much necessary for the completion of this project report. I take this opportunity to express my heartiest thanks obligation to Dr. Prachi Singh (Lecturer), Disha Institute of Management and Technology Raipur (C. G), who has rendered me invaluable instructions and guidance for preparing the project report. Finally I am highly grateful to all faculty members who helped me as well as the persons who have shared their valuable time and helped me directly or indirectly in the preparation of this project. Executive Summary This basic concept of my project â€Å"Identifying, analyzing and understanding the consumer behavior of KOTAK MAHINDRA BANK LTD. Products exclusively in Raipur† was based on survey as a well as study of their whole banking areas. Through this survey I have to give the actual data to KMBL that what are the responses or feedback of their existing customers regarding the KMBL after attached with this Bank. Therefore I have prepared two different Questionnaires. First for the existing customers of KMBL and the other one is for Non-Existing customers or new customers. Through the feedback of the existing customers of the KMBL, I’ll get to know that what are the companies strength and what are their weaknesses, so that they will work on those areas. Where as through non existing customers I’ll get to know about the requirements of other persons operating from different banks i. e. , what they need which they are not getting from their existing banks. Basically the topic of this project is taken by myself only. But when I discussed this topic with my project guide Mr. Sudeep Banerjee (Branch Sales manager) KMBL, he told me that this topic is very much important as far as KMBL is concerned. Because as it is only around 1 year has been passed that Kotak Mahindra Bank Ltd has been launched in Raipur city. So being a 1st summer trainee of KMBL Raipur branch, it was a great opportunity for me to take up this topic as a challenge. Because the result of this project or survey will be very much beneficial for me as well as companies point of view, so that they will get to know about their strength and weaknesses and they will know that how much of market they have captured in this period of 1 year, What people think about this Bank? I started my summer training or project on 11th June 2007. To know this fact and data I went to the existing customers of Kotak Mahindra Bank ltd. As well as to non-existing customers. I collected all the data from existing and non-existing customers of Kotak Mahindra bank ltd. Through questionnaires in Raipur city. I have prepared these questionnaires with the help of my project guide by keeping into the mind that these questionnaires are very much beneficial from company’s point of view because the result of this survey will help the bank to know their strengths and weakness and according to that they will take corrective actions on those areas. While I was studying about the bank I found that within a period of 1 year Kotak Mahindra Bank Ltd has captured that Raipur market quite nicely. And while I was analyzing the data that I had collected through questionnaires I found that the products and service that Kotak Mahindra Bank ltd is the major part because of which customers are attracting towards this bank. Because the service and products Kotak is providing is quite unique from other banks apart from this the major weak point or the lacking point that Kotak Mahindra bank has to consider is the promotional activity of Kotak Mahindra Bank is very poor. Many persons are there who don’t know about this bank. Another thing is that minimum a/c balance in this bank is quite high i;e. AQB (average quarterly balance). Apart from my project I did business for the Bank. I used to go out to the market for selling products of the bank and I really sold their products. Due to this I grab great experience to communicate with different types of customers, which was really good experience and will help me in my future course of life. The major part of my training is I went t o siltara at NECO and Corporate Ispat alloys ltd. This was the greatest experience of my life to see big plants and machineries along with which I talk to the HR person and officers there. Regarding the salary accounts of their employees. During my summer training I was called by my project guide to give presentations on the Bank products in front of all the employees after studying the products and services. And after the presentations they used to ask questions to me. And I really appreciated by my staff members and coulleges. During the collection of the data I found some difficulties like the customers had no time to give time or they were too busy with their works and in most cases they were not available at their places. I generally went into the market in hard sunlight and manier times its rains. I took some action to solve these problems like I took data through telephone, observation. There is one thing that I have found that the peoples working at Kotak Mahindra Bank ltd are very much helpful in all areas. Every time they come to me and told me that they are available at anytime for me for anything, which really boost me and motivates me towards my goal and objectives. The culture of Kotak mahindra bank ltd. is very much friendly and cool to work there.

National Health Policy Of India

National Health Policy Of India The National Health Policy of 1983 was announced during the Sixth plan period. The National Health Policy (NHP) in light of the Directive Principles of the constitution of India recommends universal, comprehensive primary health care services which are relevant to the actual needs and priorities of the community at a cost which people can afford (MoHFW, 1983, 3-4). It recommended the establishment of a nationwide network of epidemiological stations that would facilitate the integration of various health interventions. It set up targets for achievement that were primarily demographic in nature. The NHP 1983 stated that: India is committed to attaining the goal of Health for All by the Year AD 2000, through the universal provision of comprehensive primary health care services. This goal was in line with the 1978 Alma-Ata conference of the WHO. Some of the policy initiatives outlined in the NHP-1983 have yielded results, while, in several other areas, the outcome has not been as expected. National Health Policy of India 2002 The results of the 1983 policy have been mixed. The most noteworthy initiative under this policy was a phased, time-bound programme for setting up a well dispersed network of comprehensive primary healthcare services. However the financial resources and public health administrative capacity which it was possible to marshal, was far short of that necessary to achieve such an ambitious and holistic goal. The outcomes have been far less than targets as NHP 1983 was a set of broad-based macro-level recommendations spanning not only the health sector, but also sectors associated with other contributors such as water supply, sanitation, environment, nutrition, etc. to the health status of the population. Thus against the above backdrop the existing health policy was modified in 2002 and the National health policy 2002 was formulated. The National Health Policy 2002 renews its commitment to expeditiously control communicable diseases, eliminate a few and contain the rest in a time-bound manner. Some of the time bound goal this policy expects to achieve are shown in the table below: Goal Target Dates Eradicate polio and yaws 2005 Eliminate leprosy 2005 Eliminate kala-azar 2010 Eliminate lymphatic filariasis 2015 Achieve zero level growth of HIV/AIDS 2007 Reduce mortality by 50% on account of tuberculosis, malaria and other vector and water-borne diseases 2010 Reduce prevalence of blindness to 0.5% 2010 2010 Reduce infant mortality rate to 30/1000 and maternal mortality rate to 100/100000 2010 Increase utilization of public health facilities from current level of 75% 2010 Establish an integrated system of surveillance, national health accounts and health statistics 2005 Increase health expenditure by government as a % of GDP from the existing 0.9% to 2% 2010 Increase share of Central grants to constitute at least 25% of total health spending 2010 Increase state sector health spending (from 5.5% to 7% of budget) 2005 Further increase state sector health spending to 8% of budget 2010 In this essay we analyse the national health policy by addressing the following questions: Have the tasks enlisted in the 2002 NHP been fulfilled as desired? Did the 2002 NHP sufficiently reflect the ground realities in health care provision? And lastly, what are the gaps in national health policy formulation and what is the road ahead for the health policy of the country? Achievements of the NHP 2002: India achieved the lowest ever polio transmission levels in 2010, especially during the high transmission season. Also a sharp decline was seen in number of polio cases reported with only 633 polio cases reported in November 2010 compared to 633 cases in 2009 Adult HIV prevalence at national level has declined from 0.41% in 2000 to 0.31% in 2009. The estimated number of new annual HIV infections has declined by more than 50% over the past decade. According to data from National AIDS Control Organization, there has been an overall reduction in adult HIV prevalence and HIV incidence (new infections) in India. Leprosy Prevalence Rate has been further reduced to 0.71/10,000 2010. 32 State/UTs (except Bihar, Chhattisgarh and Dadra Nagar Haveli) have achieved elimination by March 2010. Similar progress of elimination has also been in 81% of districts and 77% of Block PHC in the country. TB mortality in the country has reduced from over 42/lakh population in 1990 to 23/lakh population in 2009 as per the WHO global report 2010. As per the WHO global TB report, 2010 the prevalence of TB in the country has reduced from 338/lakh population in 1990 to 249/lakh population by the year 2009. Problems not addressed by NHP 2002 NHP 2002 completely omits the concept of comprehensive and universal healthcare. The policy thus departs from the fundamental concept of the NHP 1983 and the Alma Ata Declaration. By its silence, the NHP 2002 provides a framework for the dismantling of the entire concept of primary healthcare. Importantly, the section on policy prescriptions in the NHP 2002 is silent on the content of the primary healthcare system. Despite the increase financial resources dedicated to health care the country continues to struggle in creating sufficient healthcare infrastructure. The government estimated there was a shortage of 4,803 primary health centres and 2,653 community health centres in 2006. According to a study conducted by the Confederation of Indian Industry, the formal healthcare system reaches only about 50% of the total population. India is also desperately short of doctors, with only 645,825, or 0.6 per 1,000 people, in 2004, according to the World Health Organisation (WHO). Even though the NHP 2002 plans to raise public health investment to 2% of GDP, the target is far less than the WHO recommended target of 5%. The policy does admit grave deficiencies in the health sector and notes how only 20 per cent of the population seeks OPD services and is forced to turn to private clinics. It also admits the collapse of the primary healthcare system and acknowledges the poor coverage of womens health and prevention of infant mortality. Ironically, its prescriptions fail to address the problems or offer solutions. The policy calls for providing incentives to the private sector to move to the primary healthcare system. However, the experience in urban centres has been discouraging. The incentives in terms of subsidised land, water, electricity and duty-free import facility doled out to high-profile private medical centres and hospitals in the urban areas has seen little benefit for the poor. Very few of these hospitals conform to the mandatory provision of free medical care to the population below the poverty line or the reservation of a certain percentage of their beds for the poor. Recommendations and conclusion: Although the Indian economy had high growth rates in recent years (9Â ·4% in 2005-06 and 9Â ·6% in 2006-07, with a consistent 7Â ·0% growth rate even during the period of global economic slowdown), according to the Human Development Index India is ranked 134 among 182 countries. Indias economic transformation does not seem to have produced tangible improvements in the health of the nation, and the recognition that improvement in health contributes to accelerated economic growth has not led to adequate investment in or improved the efficiency of health care. The NHP 2002 fails to check the growing influence of the private sector in the health care system. The private sector grew in an uncoordinated manner, to become the default option for healthcare in many cases. In an unregulated environment, neither the private sector nor the public sector provided an assurance of quality or access. The increasing dependence on the private sector, in addition to very weak regulation and corruption, has led to a huge increase in health-care costs in the country. Considering the above scenario the new healthcare policy or any other healthcare plan of the government should focus mainly on achieving the following objectives in the period of next 10 years: Ensure the reach and quality of health services to all in India; Reduce the financial burden of health care on individuals; Empower people to take care of their health and hold the health-care system accountable. Thus the new policy should again focus on the goal of universal health care which was mentioned in the NHP 1983, but was sidelined in the NHP 2002. Strategic plan to achieve healthcare goals: In this section we briefly discuss the goals that are desired to be achieved by the new healthcare policy framework and proposed strategies to achieve these goals. Goal: Integrate private and public health-care delivery systems Strategies: All health-care institutions and practitioners should be required to register with a national health regulatory agency and make this information available on the internet. Define a rational mix of public and private health-care services to enhance complementarities, and invest in further development of public health-care services including health promotion and prevention services. Goal: Create a universal health-care fund and reduce the cost of health care Strategies: Increase the proportion of gross domestic product as public health expenditure Merge all existing health insurance funds (eg, Rashtriya Swasthya Bima Yojna, Arogyasri) with this fund Apply heavy taxes on harmful products such as tobacco products, alcohol, and foods of low nutritional value, and allocate most revenue to health care Define the costs of all essential and emergency health-care interventions, and finance a package of care that is based on diseases that should be prioritised and cost-effective interventions Negotiate prices with providers, including caps, for different services on the basis of the cost of the care packages Invest in health promotion and early recognition of disease Goal: Increase the numbers, diversity, and distribution of human health resources Strategies: Establish an autonomous organisation to govern the supply of a full range of health workers, from accredited social health activists to doctors to health administrators Strengthen the role of community health workers with clearly defi ned skills, adequate remuneration, and career paths Encourage postings in rural or other underserved areas through increased salaries and other incentives such as provision of education to children Establish the Indian Health Service for careers in government health care All senior personnel in the Ministry of Health should be required to have public health training Promote the creation of medical and nursing colleges in underserved districts Goal: Promote evidence-based health-care practices Strategies: Establish an autonomous organisation to set guidelines for care practices in the Integrated National Health System Monitor and regulate the use of practices that are not based on evidence Strengthen capacities of health and non-health policy makers to recognise the importance of this approach Increase resources for priority health research Implement and act on the findings of district and national health surveillance and information systems, and encourage assessments Goal: Promote rational use of drugs and technology Strategies: Promote use of generic drugs through a wide network of pharmacies for generic drugs, with at least one in each block Ban incentives by pharmaceutical and medical technology companies to practitioners or consumer groups Negotiate bulk purchasing for patented drugs Make the best use of information technology that is being developed for the health system Goal: Create a decentralised governance structure that responds to local needs and is accountable Strategies: Create systems for accountability of local health-care services to fully empowered civil society groups Provide flexibility and expertise in districts and subdistricts to plan local health-care management plans Monitor and promote equity, efficiency, effectiveness, and accountability in the health-care system

Branding in FMCG Goods in Changing Economic Conditions

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