History of Fire Sprinklers Essay Example for Free

History of Fire Sprinklers Essay Rome, 64 A. D. Emperor Nero watched in horror as the great city of Rome burned for six days and seven nights. Afterwards 70% of the city was left in smoldering ruins and devastation. (The Burning of Rome, 64 AD 1) Why the exact cause of the fire is unknown, we wonder if an effective sprinkler system could have prevented this incident and others like it. A city that was well known for their magnificent construction, architecture, and irrigation systems was almost completely destroyed by one incident. Many codes do not require a specific type of Automatic Sprinkler System. While the most common type found is the Wet Pipe System; Dry Pipe, Preaction, and Deluge Systems can be found in many different occupancy types. The two main purposes of automatic sprinkler systems are to extinguish fires and control the fire until appropriate personnel arrive to extinguish the fire. Automatic sprinkler systems are expected in all occupancy types, except residential, unless the hazard is not compatible with water. For these hazards there are several other types of suppression systems that can be installed to manage the incident. By installing an automatic sprinkler system, you increase life safety and property protection. What is the standard of sprinkler systems? The goal is to increase life safety and decrease property damage. The National Fire Protection Association (NFPA) has been the leader in mandating standards and requirements when it comes to sprinkler systems. They have developed many standards that address the installation, inspection, and maintenance of sprinklers. Wet pipe systems are closed water systems attached to a piping system containing pressurized water at all times. This type of automatic sprinkler system is the most common type, and can be found in all most all occupancy types. Unless the potential of freezing pipes or other special conditions apply, this type of system will be encountered most frequently. The operation of this sprinkler system is very simple. The wet-pipe system consists of sprinkler heads attached to sprinkler supply lines that interlace the occupancy. When a fire first starts there is minimum heat generated. As the fire grows and the thermal layer is disturbed, heat rises to the targeted sprinkler heads. Depending on the rated temperature of the sprinkler head, a fusible disc or link melts from the heat and initiates the flow of water. While most fires are controlled by one or two sprinkler heads, in the case of fast moving fires more may be needed to control the fire. When water is flowed from the system, typically other things may happen. In all most all wet-pipe systems, there is some type of audible alarm activated at the standpipe. This will trigger other alarms in the building, and most of the time notifies an agency that will then notify the Fire Department of a water flow alarm or others like it. Dry pipe systems use air or nitrogen to keep the supply line pressurized at all times. This type of automatic sprinkler system is commonly found in the colder areas where the possibilities of freezing pipes are encountered. Dry-pipe systems provide the same adequate protection similar to wet-pipe systems. The piping is charged with air or nitrogen, and when a sprinkler head is activated the drop in the pressure opens a valve at the standpipe that allows water to flow into the systems. (Bahme 25) Just like the wet-pipe system, normally one or two sprinkler heads are needed to control the fire. There will also be an alarm that is activated notifying the appropriate agency to contact the Fire Department. At lest once a week the system should be tested to make sure that the air pressure within the piping is maintained. The third type of automatic sprinkler system is the Pre-action System. This type of system is a closed piping system that contains air, which may or may not be under pressure. When a fire occurs the fire detecting device signals the control valve to open charging the system. This type of system is usually used where the possibility of broken pipes and sprinkler heads may result. The most common places found include electrical rooms, computer rooms, and other areas that may house expensive equipment. There can be several types of pre-action system including a recycling system. This system is capable of charging the piping, discharging water, then cutting itself off. In the event that the fire rekindles, it can discharge again. It then has the ability to recycle the water. Deluge systems are much like Pre-action systems except that the sprinkler heads are open and the system is not charged. Similar to that of the pre-action systems, a fire detection device, usually a heat sensor, activates the discharge valve on the system. The difference is that the entire sprinkler component of the system is open; therefore the area that is activated is deluged in water. These types of automatic sprinkler system can be found where a high hazard of flammable liquid may be encountered. The most common place is aircraft hangars. Caution should be taken though; in confined spaces the oxygen level can be deficient when these systems are activated due to the copious amounts of water. Combined Dry-Pipe and Pre-action systems are composed of both the systems mentioned above. These systems have the dry pipe features with the pre-action features in the event the dry pipe portion fails. These systems are used when an area is too large to be covered by a dry pipe system. On the same note though, combined systems were originally developed for protection during cold climates. Long lines would be subject to freezing. These systems are commonly found when dealing with long piers. (Bahme 30) It is important to note this type of system is considered two independent systems. Testing requires individual standards for both type; consisting of the dry pipe system and the pre-action system. Limited water supply systems are those where supply water cannot be properly supplied to the occupancy. These systems consist of many wide range types and can be used as outside sprinklers and confined space sprinklers. Some research obtained shows that one type of limited water sprinkler type could be the antifreeze sprinkler system. This type of system is very uncommon and is normally not accepted and used in recent automatic sprinkler systems. In conclusion, there are several types of water sprinklers used in today’s management to help increase life safety and decrease property damage. By including detection devices and the correct sprinkler heads, these systems can mean the difference between life and death. The occupancy should have the correct automatic sprinkler system that will properly suppress the material relevant in that occupancy regardless of the type. The preferred automatic sprinkler system should all be able to notify the occupants, summon the correct agency to suppress the fire, sound alarms, supervise fire control, and initiated a wide variety of auxiliary functions involving environmental, utility, and process controls. (IFSTA 559)

Youth subcultures: Phil Cohen

Youth subcultures: Phil Cohen A critical evaluation of the work of Phil Cohen in relation to our understanding of youth subcultures According to Cohen (1972), the redevelopment of Londons working-class neighbourhoods which favoured social elites or the gentry resulted in the marginalization of working class residents, loss of community and deterioration of collective power in the East End. Thus, there was a breakdown of socio-cultural interaction and dynamics that led to the development of youth subcultures. The objective of this paper is to examine Cohens perspective on the impact of rapid development in London to development in the 1950s which prompted the subcultures. These subcultures became a critical channel for socialization and political action but also created distance with mainstream society that led to conflict and alienation (Fiske et al, 2009). Cohens (1972) perspectives, which were based on his examinations of the impact of Londons 1950s redevelopment highlights how public policies can have such a profound effect on individual and social order and perception. Today, many cities, not only London are dealing with an influx of migration which has significantly increased intercultural interactions. Though these trends have the potential to enrich society, there is also the challenge of having to deal with increased conflict and greater competition which often threatens already marginalized populations the most. In the 1950s, the city managers of London launched a rapid development project designed to revitalize the capital which still was not able to recover from the damages of the Second World War. This urban renewal project was designed to attract new residents as well as revitalize key areas of the city for trade and commerce. Many of the areas that were targeted for redevelopments were already resided in by working-class families who were then moved to what Cohen describes as fringe neighbourhoods. The areas were settled into by migrants who redesigned the areas according to their individual cultural and social backgrounds. This created a divide between neighbourhoods: the new development was for the social elite, young professionals and affluent immigrants and the suburbs which housed the relocated residents were typically known to be run-down and underdeveloped areas. As the discrepancy of quality of life became apparent to authorities, the city planning authorities sought mitigate th e situation by launching the development of high-rise housing projects specifically for working-class families. City administrators also endeavoured to attract back original residents through encouraging participation in new industries and trade and commerce channels. However, Cohen believes that the effort further marginalized these populations and increased the social and economic challenges of urban life. Cohen also gives particular attention to what he calls the collapse of matrilocal residence, a term which he uses to refer to the tendency of nuclear family extensions to reside in close proximity to each other. This further limits the capacity of families and individuals to sustain social ties and support systems which in turn is associated with the breakdown of shared values, mores and standards of conduct. Cohen also believes that the redevelopment created unprecedented economic and social stress among the working class. He points out that post-World War II, many family enterprises, traditionally the backbone of local trade and industries, were facing severe competition from industries and at the same time, labour and experts were being channelled to these industries from traditional family enterprises. There was even a campaign for the lat ter: it was deemed nationalistic to support the growth on these large-scale private industries that suffered from the war. At the same time, there was also an effort to promote the modernization project as a national development agenda, to reposition the country as the leader of trade and commerce in Europe. The publicity is said to have severely hampered labour supply among community industries creating the notion of labour aristocracy. The population that was most affected by these trends were new entrants to the labour market. The transition between the working environment of their parents and the working conditions brought on by the redevelopment were significant according to Cohen because they required not only the accommodation of new labour conditional but also a new social, economic and political order in very short period of time. To cope with the stress of these developments, according to Cohen, these populations created subculture groups to have a sense of identity and social reference. From this perspective, Cohen characterizes subcultures symbolic structures, not actually representing the individuals who make up the groups, representing a lifestyle or social perspective that does not fully conform to mainstream society. Identification of these subcultures can be made through a set of social subsystems which include their manner of dress, the music that is associated with them, the language or lexicon use d, and the rituals and customs that are coupled with membership or identity. According to a report developed by the World Bank (2009), the typical stress of community living are multiplies in urban settings because of the intensification of competition for resources, spaces and opportunities. At the same time, Rothwell (2003) points out that in time of stress, individuals need greater social reinforcement to be able to have a sense of security and belongingness. In the case illustrated by Cohen (1972) of Londons redevelopment in the 1950s, he suggests that the economic, social and political challenges that the working class of the era had to deal with contributed to the increase of urban stress and the breakdown of traditional support systems which in turn created the platform for the development of subcultures. Similarly, Majhanovich (2002) points out that the development of subordinate organizations is an indication that there are populations feel under-represented or unrecognized without necessarily becoming a functional organization. Thus, their organizat ion is a means of collecting power for representation or just recognition. This also supports Cohens (1972) assertion that subcultures are symbolic organizations, where membership is often individually defined and association can be only conceptual. Cohens definition of subcultures can be challenging but studying the examples that he provides is a great resource in understanding his perspective. Some of the challenges in his definition lie in his characterization of the phenomenon as symbolical rather than a collective of individuals. Another area of difficulty is the mechanism how youth membership in subcultures actually delays adulthood. Based on Cohens perspective, there is a suggestion is that there is almost a combative relationship between subcultures and mainstream society. This can be particularly apparent in view of his characterizations of subcultures as having Mohawks or being active in counter-culture movements. New research is more liberal, if not democratic, in its view of subcultures, noting that any group that creates an association with a particular mode of life or belief system that does not fully conform to social precepts can be considered as a subculture (Neuliep, 2006). However, this should be seen in the c ontext of contemporary society were diversity is more widely recognized and is being lobbied for in all sectors and levels of society. Though Cohens paper is supposedly limited to 1950s working class London, he makes significant extensions from this population to include lower and middle class families. Essentially, Cohens main distinction is between what he considers the elite and what he considers as ordinary people. It seems that Cohen is grouping them together primarily because they did not have ready access to the areas that were eyed for redevelopment which implies that the population criteria used by Cohen was not based on socio-economic level but rather a geographic one. This raises some concern regarding the demographic and psychographic homogeneity of these groups. In turn, this may have an implication on the conclusions made by Cohen on the social and psychological impact of the redevelopment project. However, this may not have an impact on his theories regarding the development of subcultures but will challenge the rationale he proposes for their initiation which he generally attributed to socio-economic stress. In parallel studies developed by contemporary researchers such as Rothwell (2003) and Neuliep (2006) regarding the development of sub-cultural ethnic groups, they point out that motivations are more socio-politically oriented. Analysis of the Cohen texts also shows some deficiency in the evidence that he provides for his arguments. These are not to the degree that one questions the authenticity of his assertions but some of his more emotive ideas could benefit from statistics or corollary studies to support the assertion that the 1950s redevelopment in London is a primary reason for the rise in subcultures that developed in subsequent years. However, it should also be recognized that since the text is already dated and thus, contemporary readers may not be able to readily relate holistically to the social conditions and context that are being discussed. Both Majhanovich (2002) and Fiske and associates (2009) point out that these generational divides can have a significant impact on how conditions are perceived and ultimately, how relationships and correlations are going to be recognized. It is also this rationale that Cohen (1972) believes is the reason why some subcultures were constructed and perceived t o be anti-establishment or to be non-conformist. It can also be one of the reasons why the subcultures are being associated with youth cultural and political movements: young members of a society, when thrust into social independence, have to navigate to orientation inculcated to them by authorities whose experience is based on an antecedent social context and may develop a sense of incongruity. At the same time, because younger populations may have less social investments and responsibilities, there is greater freedom for self-expression and in developing subcultures. Moreover, because growth and development are future-oriented and create social stress, younger members of a society who have yet to establish themselves are more vulnerable to its impact. According to Essess and associates (2001), perceptions of competition, identity and social roles are often issues that become critical to an individuals self valuation and thus, the need for affirmative social memberships. Cohen (1972) acknowledges the rationale for city planners for the redevelopment initiative but points out that they were remiss in mitigating its negative impacts. Worse, the efforts to reverse the resulting problems only increased the problems by the displaced working class families. Essentially, planners were not able to consider how the new social conditions can impact relationships, associations and identification of affected populations. Thus, these groups were not only further marginalized but were not equipped with access to traditional social groups to communicate their co ncerns or to lobby for action. In the article developed by Mueller (2005), peripheral populations are often sacrificed in the name of growth and development, however without the extension of the benefits of growth and development to these populations, quality of life cannot be raised. At the same time, the growth of disparities in social, economic and political status can be a source of conflict can then impede long-term growth and development goals. Cohens (1972) analysis of the impact of redevelopment of London in the 1950s marks a greater awareness of the impact of public policies to social, economic and political dynamics that will prevail. Though the motives behind the redevelopment undoubtedly was motivated by the desire to improve the quality of life of all citizenry, Cohens makes a valid point in citing that he efforts contributed to the urban stress that working class families were already dealing with. However, the research would have definitely benefitted from more extensive empirical evidence or the corroboration of parallel studies on the development of subcultures. In conclusion, Cohens paper provides critical insights on the impact of urban redevelopment to various populations, the changes in stress that can occur, and the responsibility of planners in ensuring that programs benefit the public as a whole and not just a few. In todays context of ever-increasing cultural and socially diversity, subcultures will likel y grow. In the context of its publication, there is no doubt that Cohen provided critical insights into the issue of not only youth culture and politics but also urban, growth and development concerns as well. The challenge now is not so much to control these developments but to be able to recognize such trends as a part of the growing diversity of modern societies and how to utilize them support growth and development. References: Cohen, P. (1972). Subcultural conflict working class community in Gelder, K., (Ed) 2nd edition (2005) The subcultures reader, London: Routledge. Cox, B. and Ephross, P.H (1998). Ethnicity and Social Work Practice. New York: Oxford University Press. Esses, V., J. Dovidio, L. Jackson and T. Armstrong (2001). The Immigration Dilemma: The Role of Perceived Group Competition, Ethnic Prejudice and National Identity. Journal of Social Issues 57, 3: 389-412 Fiske, A. P., Thomsen, L. and Thein, S. M. (2009). Differently embodying different relationships. European Journal of Social Psychology, Volume 39: 1294-1297 Majhanovich, S. (2002). Conflicting visions, competing expectations: Control and de-skilling of educationa perspective from Ontario. McGill Journal of Education, April. Retrieved March 22, 2010 from http://findarticles.com/p/articles/mi_qa3965/is_200204/ai_n9030852 Mueller, A. (2005). Whats Wrong With Economic Growth? Mises Daily, August 10. Retrieved March 22, 2010, from http://mises.org/story/1877 Neuliep, J. W. (2006). Intercultural Communication: A Contextual Approach, 3rd edition. Thousand Oaks, CA: Sage. Rothwell, J. D. (2003). In the Company of Others: An Introduction to Communication. London: McGraw-Hill Humanities World Bank (2009). Poverty, Growth, and Inequality. PovertyNet. Retrieved March 22, 2010, from http://web.worldbank.org/WBSITE/EXTERNAL/TOPICS/EXTPOVERTY/EXTPGI/0,,contentMDK:20263370~menuPK:342777~pagePK:148956~piPK:216618~theSitePK:342771,00.html Analysis of Modernism: Norman Cantor and Fredrich Nietzsche Analysis of Modernism: Norman Cantor and Fredrich Nietzsche Enemerio Galvan Introduction: In this essay, an analysis of what is modern, is an inquiry to a broad movement which birthed many Avant Garde styles; and put -ism in Modernism beginning with Impressionism movement, French/ German Expressionism, Fauvism, Surrealism, and Abstract Expressionism to name few. Every movement questioned what is art, and what is Avant Garde, and as Butler suggests, what is going on? (p14). This cauldron of contemporaneousness overflowed into the early 20th century and beyond. Modernism Background: Modernism is an all-encompassing term of any art movements since the late 19th century that forever changed the history of the arts through the 20th century. The changes came about from philosophical views, propaganda, and criticism; widely influencing, more specifically, artists. In the late 19th century, a cultural revolution, and revolt to traditional École des Beaux Arts, in Paris France, where Henri Matisse would hold professorship position. The academy of formal arts had been negating art and artist in the late 1860s. The French Royal Academy, and the bourgeois class rejected art and artists subjectively because their style (pure abstraction) it was non-conforming to formalist conventions and hierarchy of realism. The schools system and hierarchy of categorizing placed historical paintings at the top, and oil paint as the medium of choice, but pure abstract painting was not acceptable at the academy. It was Gustave Courbet, in 1884, who did not accept rejection. Gustave Courbet (1819-1877), and Edouard Manet (1832-83) who paved the way for Modern art. However, this rejection birthed what Charles Baudelaire called, Avant Garde.   Initially, with an exhibit known as the Salon des Refusà ©s of 1863. Norman Cantor (1929-2004) In its earliest tendencies, modernist art began the reductive process of Realism to Abstraction otherwise considered a cultural revolution and rise in consciousness pre-modernism are:   Reformation, Enlightenment, and Romanticism (M1_Session 3).   Cantor is responsible for establishing and defining the characteristics of Modernism: Being anti historicist; taking a microcosmic view of things; self-referential; prefers to depict, or explore the non-ideal; embraces the aesthetic of fragmentation; recognizes the randomness found in the world; strongly functionalist and concerned with techne; recognizes the interactive nature of things; Elitist; new openness toward sexuality; fearlessly considers the issues of mass culture; tends towards moral relativism; embraces the very Nietzschean nation that humanity is most authentic when engaged in the arts; pessimistic vitality, and lastly Modernism is opening to pluralism, and multicultural influences. (M1_Session 6). Friedrich Wilhelm Nietzsche (1844-1900): was a German philologist, poet, cultural critic and philosopher, and Latin and Greek scholar whose profound influence impacted Western philosophy, and its modern history. Nietzsche, had a difficult time growing up, and was frequently plagued with family and health problems. In 1864, he attended the University of Bonn where he met his friend Ritschl, and later, Nietzsche followed him to Leipzig University. It was in Leipzig where his views of religion would never be the same (Nietzche vii). With his rearing, and health issues (of madness) and new perspective on religion was foreshadowing to his world view, and some of his greatest philosophical polemics on Western Culture such as reason, and truth, morality Nihilism and Apollonian and Dionysian; he was after all considered a mad man. The first movement of the twentieth century, is Fauvism and it intention was to project a subjective epiphanic and important experience (Butler p15). Meaning this is the new and now in art. In the early twentieth century was a period philosophers like Kant, Marx and Nietzsche, and the psychology Sigmund Freud where contributing influences which propagated an emergence of genres within the modern umbrella. In Christopher Butlers book, Modernism: A Very Short Introduction, clearly suggests, à ¢Ã¢â€š ¬Ã‚ ¦and we shall see, epiphanic ways of coming to the truthà ¢Ã¢â€š ¬Ã‚ ¦(Butler p 15). In this statement Butler, affirms the subjectivity pertaining to consciousness, in that art too is subject to, its influences of criticism and philosophical ideals based on truth. Later, in the 20th century is the French Fauvist, Henri Matisse (1869-1954) is best known for pure expressive color and exaggerated forms to express emotion, emotive brushstroke cemented Matisse as Avant Garde artist in the early 20th century. In his painting Luxe, Calme et Voluptà ©, 19041.This painting is a departure from Neo Impressionism that sets the stage for the Fauves movement as coined by Louis Vauxcelles. Per Dempsey, with its bright palette and subjective, emancipated use of colour, it creates an atmosphere and decorative surface (66). Meaning that by subjective Matisses colors and style is self -referential according to Cantor characteristics of Modernism, and is further reductive of humanism and more Apollonian way of life, the presumptive mask of calmness. Another example of Apollonian system is his painting, Joy of Life (Bonheur de vivre: Joie de vivre),1905-06.2 The scene depicts the figure in a leisurely and gestural quality, engaged in exhibitionist sensuality; a new embrace of sexuality. The color palette is pure and complementary, mostly middle value. Next, Matisses European counterparts, the German Expressionists are Die Brà ¼cke (1905) and Der Blaue Reiter (1911). The German Expressionist where inspired and heavily influenced, by their native compatriot Friedrich Nietzsche, whose Nihilism, and the Apollonian and Dionysian philosophies characterized a darker view on humanism, truth, and the mask of the personae. Nietzsche believed that was modernity was lacking spirituality, and its all and empty faà §ade, and materialistic (immoral) and heretic, and his method was philosophizing with a hammer metaphorically to reveal the emptiness, and lack of humanistic substance (Delevati). Bold colors, dark lines, and angular lines was another reductive method of realism.

Television And Cinema In Todays Context

Television And Cinema In Todays Context Communication has evolved from aural means (such as the example of Persian king Darius I, whom used his men to serve as communication tools by shouting messages at positioned heights) to inscriptions (as used by the Romans and Persians amongst others) to print in the beginning of the sixteenth century. The rise of print has also allowed new languages to flourish especially Spanish, French, Portuguese and English. These languages became the predominant vehicle of communication for the European colonial powers in numerous parts of the globe. The transplantation of communications system around the globe created a new hierarchy of language and culture in conquered territories (Thussu 2006, pp. 2). According to Carey (1999) the growth of communications in the nineteenth century had the practical effect of diminishing space as a differentiating criterion in human affairs. The development of telegraph has enabled rapid transference of information that of which only requires minutes when it would have taken months should post come via sea. This evolution of communication has aided people in terms of business opportunities and times of war which were numerous in that era. Western countries were quick to grasp the implications of new technologies such as printing presses and radio communication following their introduction. And to this day, western countries are the communication mammoths of the world. Radio was a popular tool for propaganda in both the First World War and Second World War such was the same for news agencies. Western countries the information rich were in a position to dictate terms to the information poor, creating a structure of dependency with widespread economic, political and social ramifications for the poor societies (Thussu 2006, pp. 31). This situation has favourably turned for the best in recent years. But it is seen that messages are dispersed and received to the public using mediums of communication be it print, radio or even word of mouth. According to Williams (1974) though there is a fundamental assumption that television and cinema has altered the world there is a division of opinions. First opinion, also known as technological determinism, is that the technology is accidental. It is a view that new technologies are discovered by an essentially internal process of research and development which then sets the conditions for social change and progress (Williams 1974, pp. 7). Which means to say that should the television or cinema have not been thought off, warranted events (cultural or social) would not have eventuated. Second opinion is that even though technologies are discovered by accident as a medium in a process of change, its intendment lies in its use which are held to be symptomatic of some order of society or some qualities of human nature which are otherwise determined (Williams 1974, pp. 6). Should cinema or television have not been thought off and yielded; this opinion would still run as the public would be manipulated in some other way. But nevertheless, these opinions are deeply rooted in social thoughts that it is essentially profound to think beyond them as histories of technology are written, unconsciously or consciously, based on assumptions. Cinema and television has exponential influence in todays world though it should be noted that they are not the only mass media mediums with the ability to have leverage on public. Cinema and television have altered the way in which beauty is perceived and paved away stereotype images. Women seen on the screens are often extremely beautiful to be appreciated as beautiful. This could be reversed for men; actors are often macho and handsome. Less than attractive people are often given the smaller or side-kick roles. This stereotype has led to the issue of body-image. Bulimia and anorexia are eating disorders that are rampant in todays teenage and young adults world. Individuals who withhold food from their body or whom willingly vomit to keep their bodies svelte and conform to todays definition of beautiful. A television show that is going against this norm is Ugly Betty which features a less than attractive female lead. The show ran for four seasons before ending in 2010. Other stereotypes that emerge from cinema and television are the perceptions that all Asians have small eyes, high school band members are nerdy, blondes are ditzy and dumb or men with shoulder length hair are surfer dudes. There is an increase openness towards sexuality: gay, bisexual or straight. Global giant and financial leader of television and cinema (Thussu 2006, pp. 121), Hollywood has made it possible for such characterisations to be made public in television shows such as The OC, Glee and Ugly Betty and movies such as Brokeback Mountain and Transamerica. It could not be said that the public is more tolerant of sexuality as this acceptance is based on individuals. The openness towards sexuality could also have a negative impact on the public as there are films and television shows that promote adultery and cheating. Television and cinema has minimized the issue of geographical distance. What people see on these two medium are relatable in their lives and could be applied to a situation that is similar to what an individual is going through no matter where they habit in. For example, if a Singaporean individual is confused about her sexuality, mediums that feature such a topic could easily be relatable to her and thus she could seek a sense of direction from them despite where they originated from be it America, United Kingdom or wherever else in the world . Television and cinema are exaggerated by nature to allow people to be more engaged. Thus what people see on these mediums are not the exact truths nor can they happen in real life. These mediums are developed yearly with increasing viewers appeal (more explosions, more sexually charged, more dramatic) to rake in more monetary profit for the distributors. Though at times hold truth such as the case of the movie Blood Diamond, a fictional story with real issues (the mining of diamonds in Africa) and real events. Though influences are not hard truth from reality of the world, majority of people could relate their reality to what they see on the medium. It is uncommon to hear comments in conversations that are tied to these mediums. For example: I had a Rachel Berry (reference to television show: Glee) moment. I literally word vomit (reference to movie: Mean Girls) my excuse to the lecturer. New social groups and communities are formed defined by their interest such as favourite movies and television shows. Television and cinemas are also influential not only in terms of characters but also in fashion and materialism product placement of brands that could be seen in the mediums. Lately, there is an increase in television shows and cinema that are adapted from books. Monetary appeal as distributors is able to franchise out into merchandises and sequels or prequels and soundtracks. Such as: Twilight, Harry Potter and Pretty Little Liars. In conclusion, television and cinemas has altered the way in which the public view the world. Though situations on screens are exaggerated, they are still influential and could leave a lasting impression on an individual. It should be noted that television and cinema are not the only mass mediums in the world. In todays times the synergy of mass mediums provides a bigger profit margin for distributors.

Different Styles of Writing :: Writing Writers Education Essays

Different Styles of Writing Over the past couple of weeks I’ve learned a lot about the styles of writing. I have read both Joseph M. Williams: Style Toward Clarity and Grace along with William Strunk and E.B. White’s The Elements of Style which have both expanded my mind on style in papers. Throughout this paper I’m going to explain the following things that I think are the most important in terms of style in a paper for school, work and everyday life. I think the number one of the most important thing about style is Chapter 3 in Strunk and White’s book called A Few Matters of Form. I think it’s the most important because it teaches you so much about things that you may over use in a paper or that you may have no clue how to use. For myself the most useful thing from this chapter was the part on using numerals. According to Strunk and White they state â€Å"Do not spell out dates or other serial numbers. Write them in figures or in Roman notation, as appropriate. Example: August 9th or Rule 3. Exception: When they occur in dialogue, most dates and numbers are best spelled out. Example: I arrived home on August ninth.† (Page 35) I have always done this wrong and no grammar or college teacher has ever explained the same way of doing this. Which is why I think it’s one of the most important things about writing, you have to know the correct way to write something in order for it to sound good. I'm not saying that Strunk and White's rule is set in stone. I'm just simple stating that I can see how this rule could be correct. Something else from that chapter that was extremely useful, that I found helpful was the use of exclamation marks. "Do not attempt to emphasize simple statements by using a mark of exclamation. Example: What a wonderful show! Correct way: What a wonderful show.† (Page 34) I think that sometimes I get exclamation point happy if you will, because I do exactly what they tell you not to do I put them in to make words sound more exciting. Another chapter that I found to be extremely useful in the Strunk and White text was Chapter 4: Words and Expressions Commonly Misused.

The Importance of Communication in Marriage Essay -- essays research p

Throughout the last half of the century, our society has watched the divorce rate of married couples skyrocket to numbers previously not seen. Although their has been a slight decline in divorce rates, â€Å"half of first marriages still were expected to dissolve before death.† (Stacy, 15, 1991) Whatever happened to that meaningful exchange of words, â€Å"until death do us part,† uttered by the bride and groom to each other on their wedding day? What could have been the cause of such inflated divorce rates? Perhaps young married couples are not mature enough to be engaged in such a trremendous responsibility, or, maybe, the couples really do not know each other as well as they thought. Possibly, they have been blinded by infatuation rather than by true love, or, quite simply, the couples mistakenly have different relational expectations.   Ã‚  Ã‚  Ã‚  Ã‚  Ultimately, all the possibilities point to one thing, which is a lack of communication. Somewhere along the line, there must have been a breakdown in the interpersonal communication process. Seemingly, the marital dyad has not used the correct communication patterns needed to sustain their relationship. In some way, each of them has notevaluated their partner carefully enough to ensure that this chosen individual is, in fact, truly their life long partner. By no means, is this the sole reason for divorce, but it certainly plays an enormous role. In fact, no one could ever pinpoint the exaact cause of divorce since each situation is unighu and is usually quite complicated. However, it would be unreasonable not to believe that interpersonal communication does not play an integral part in marital satisfaction. Since interpersonal communication affects almost all facets of a relationship, it has a huge impact on each and every part of both individuals’ lives.   Ã‚  Ã‚  Ã‚  Ã‚  Marital satisfaction, something that everyone would like to find an equation for, is the goal that all married couplesnaturally wish to achieve. Since marital satisfaction obviously has a direct relationship to marital stability, the more satisfaction that is achieved within a marriage, the more stable and more positive the relationship. This stability is accomplished through hard work and communication between the partners, and a mutual understanding of what part each must play in the relationship.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"Communication has often been cited as the ‘primary predictor’ to... ...tionship. As with any relationship, marriage is no different. Each member of a marital dyad must have clearly defined, and understood communication between them. Satisfaction and stability in a marriage is achieved through communication and interaction between its members. A breakdown of interpersonal communication is positively related to dissatisfaction in a marriage.   Ã‚  Ã‚  Ã‚  Ã‚  How can this problem of dissatisfaction be taken care of before it begins to be a broplem within the dyad? Is it even a possibility to alleviate the rising divorce rate? Too many people are getting divorced today, and the institution of marriage is losing its meaning. It is no longer thought of as a bond, or a tie that keeps people together â€Å"till death do us part†.   Ã‚  Ã‚  Ã‚  Ã‚  I believe that by continuing research on marital stability and satisfaction many more questions will be answeres. Many more ways in which satisfaction is obtained will be uncovered as well. I know that there will never be an equation for marital satisfaction, but hopefully people will realize that communication is the key factor to having positive relationships. And by using good communication, satisfaction in those relationships will follow.

Do You Prefer to Eat Out or at Home Essay

Some people prefer to eat at food stands or restaurants while others prefer to prepare and eat food at home. I have a predilection of eating food at food stands and restaurants because there is a lot of variety of food, the food is cooked and prepared more professionally and it helps in giving a change in the atmosphere. In restaurants, there is so much variety of food to choose from while at home it is always the same kind of food. Whenever I go to a restaurant, I can choose my food from burgers to Asian food. In a restaurant, one can order whatever one likes without having to go through the trouble of cooking. When I feel like eating a burger or an Italian dish or some complex dish, all I have to do is go to a restaurant. On the other hand, at home there is no diversity of food and I have to eat the same types of food everyday. Food cooked and prepared at home is never as tasty as food in restaurants. In restaurants food is made very efficiently. Once I ate pizza at home but it was no way near the delicious pizza at the restaurants. Not only that, when my sister eats at home she always complains that either the food is too spicy or not salty enough. In contrast, at food stands and restaurants the food is perfect with the right amount of spice and salt. Food in restaurants is delicious and cannot be compared to the food made at home. Eating everyday at home becomes very drab and dull. Furthermore it takes away the opportunity for an outing. However, eating in a restaurant changes the dreary environment to a cheerful and delightful one. When my sister and I eat at home, we lose our appetite at times because of eating the same thing daily in the same place. But eating in a restaurant gives us the opportunity to explore new places and new foods. I prefer food at food stands and restaurants more than food prepared food at home because it is tastier, I can eat whatever I please and I can have some outing. Without restaurants, there would be no enjoyment and the world would lose the opportunity of experiencing and exploring all sorts of foods from all over the world.

Juice Marketing

2010 Horlborn Consumers Ltd 6/14/2010 MARKETING PLAN OF V6 VEGETABLE JUICE Champion like a thrive Prepared for, Mr. Sajeeb Saha Course instructor Department of Agribusiness and Marketing Sher-e-Bangla Agricultural University Sher-e-Bangla Nagor, Dhaka-1207 Prepared BY, 1. Md. Rashedul Haque07-2398 2. Md. Sharifur Rahman07-2326 3. Md. Wahidul Islam08-2776 4. Sayeda Razia Islam Nabila07-2470 5. Mahbubur Rahman08-3077 6. Md. Shahidul Islam08-2766 7. Md. Faisal Kabir Khan08-2778 8. Habiba Begum08-2684 LETTER OF TRANSMITTAL To Mr. Sajeeb Saha Lecturer Department of Agribusiness and marketingSubject: Submission of marketing plan Dear Sir This is our marketing plan of â€Å"V6 vegetable juice† which is launched by Horlborn Consumers Ltd. In the time of preparing this plan we had to face some problem about marketing and sales. But we try to apply our marketing knowledge as much as we learn. We prepare this marketing plan on the basis of our own knowledge and also on the collected info rmation from different sources. If any type of mistake you notify please suggest us. Sincerely yours, Md. Rashedul Haque07-2398 Md. Sharifur Rahman07-2326 Md. Wahidul Islam08-2776 Sayeda Razia Islam Nabila07-2470Mahbubur Rahman08-3077 Md. Shahidul Islam08-2766 Md. Faisal Kabir Khan08-2778 Habiba Begum08-2684 Table of Content: SerialNo. | Description| Page number| 01| Executive Summary| 7| 02| Company Summary| 8| | 2. 1| Location | 8| | 2. 2| Size and capacity| 9| 03| Product and Service overview | 9| | 3. 1| Categories of product| 10| | 3. 2| Raw-materials of product| 11-12| | 3. 5| Nutrition | 13| 04| Strategic plan | 13| | 4. 1| Vision | 13| | 4. 2| Mission| 14| | 4. 3| Goals| 14| | 4. 3. 1| Financial Goals| 14| | 4. 3. 2| Non-financial Goals| 14| 05| Situation Analysis| 15| | 5. 1 | Marketing Summary | 15| | 5. 1. 1| Market Demographics| 15| | | 5. 1. 2| Psychographics| 16| | | 5. 1. 3| Market Needs| 16| | | 5. 1. 4| Consumer Insight| 16| | | 5. 1. 5| Market Trends| 17-18| | | 5. 1. 6| Market Growth| 18| | 5. 2| STP Analysis| 18| | | 5. 2. 1| Market Segmentation| 18| | | 5. 2. 2| Target Market| 18| | | 5. 2. 3| Positioning | 19| | 5. 3| SWOT Analysis | 19| | | 5. 3. 1| Strength| 19| | | 5. 3. 2| weakness| 19| | | 5. 3. 3| Opportunities | 19| | | 5. 3. 4| Threats | 20| | 5. 4| Competition Analysis| 20| | | 5. 4. 1| Competitor Strength| 20| | | 5. 4. 2| Competitor Weakness| 21| | | 5. 4. | Points of Difference| 21| | 5. 5| Competitive Advantage | 21| | 5. 6| Key to Success | 21| | 5. 7| Critical Issue | 22| 06| Strategic Marketing Analysis | 22| | 6. 1| Marketing Objectives | 22| | 6. 2| Strategies | 22| | 6. 3| Marketing mix| 23| | | 6. 3. 1| Product strategies | 23| | | 6. 3. 2| Pricing Strategies| 23-24| | | 6. 3. 3| Distribution pattern| 24| | | 6. 3. 4| Advertising & Promotion| 25| | | 6. 3. 5| Customer Service| 25| | 6. 4| Marketing Research| 26| 07| Financial planning| 27| | 7. 1| Financial Overview| 27| | 7. 2| Sales Forecast | 28| | 7. 3| Revenue For ecast| 29| | 7. | Expense Forecast| 30| | 7. 5| Profit Margin| 31| | 7. 6| Break-even Analysis | 32| 08| Controls | 33| | 8. 1| Implementation | 33| | 8. 2| Marketing Organization| 34| | 8. 3| Contingency Planning | 34| 01 Executive Summary: A concrete marketing plan is one of the major tools of a marketer to be successful in his business. As a student of Agricultural Marketing we were assigned to make a marketing plan. For this purpose we selected â€Å"V6 vegetable juice† as our product and made a marketing plan of this product. Horlborn Consumers Ltd serves both the consumer market, as well as local restaurants.We will succeed in developing a profitable business through the use of our two competitive advantages, quality and flexibility. The local farmers of vegetable cannot produce enough products to satiate local demand and also other beverage company can’t able to satisfy the consumer through their product. We see this market opportunity and are prepared to seize it. Our mission is to provide the highest-quality vegetable Juice. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.We have first formed a company then as per requirement we have given description of the business and current market situation. We have provides these details based on our own knowledge and collected information from different sources. Then we have discussed about our strategic plan, market summary, market trends and market growth. We did SWOT analysis, STP analysis, Competition analysis and also our competitive advantage. We also provide marketing strategy, pricing strategy, and also distribution channel. We mentioned our local and advertising and promotional activities.Then we included our financial plan and also our implementation plan. 02 Company Summaries: * Legal Name: Harlborn Consumers Ltd. â„ ¢ * Trade name: Harlborn Consumers Ltd. â„ ¢ * Business Address: Factory (Manufacturing Plant): Ishurdi EPZ, Pabna. Head Office: Twin Builders Complex, 52/A Motijhil,Road 13/C, Motijhil, Dhaka. * E-mail : [email  protected] com * Website : www. harlborn. v6. com * Phone : +88013670487 * Fax : 91-3483-244441. Type of Organization : Partnership 2. 1 Location: * Plant Location: We have to select a better manufacturing plant as well as the distribution place.In favoring the environmental factors as considered for the hygienic manufacturing plant as further the Ishurdi EPZ which area is much free from the violence of political disturbance & other hindering factor. * Central office: our target distribution place is Dhaka division with other renowned districts of the noteworthy division of Bangladesh. So, our central official position is situated at the twin builder’s complex at Motijhil. In other districts our own distributor sends our products through low cost with our great transportation facility. 2. 2 Size & capacity: Establishing the manufacturing plant the size of capacity is a great factor to run the whole processing plant. Size & capacity should be effective for proper working. * In total we need 5600 square feet to move freely. * A small portion of that place will be used as a controller office. * Warehouse free space to store & preserve the raw materials. * Central office space is about 4000 square feet. 3. 0 Product and Service overview: Product and service overview includes categories of product, raw-materials of product and also the nutritional value of the V6 vegetable Juice. . 1 CATEGORIES OF PRODUCT: There are six season in Bangladesh. Among them winter is the most vital season for huge production of green vegetables. We select winter vegetables for our juice production. So our target product is winter vegetable juice. We divided our product into three types on the basis of their weight and size. 1 liter500ml200ml 3. 2 Raw Materials of Product: Vegetables are an essential part of any healthy diet. Vegetables provide nutrients, such as potassium, magnesium and vitamins A, C and E that are vital for overall health and maintenance of your body.That’s why we select following vegetables. Tomato: Tomato provides powerful, natural antioxidants. The antioxidant Lycopene is found naturally in tomatoes, and helps protect against cell damage. Cabbage: It helps to round out your diet with other vitamins, minerals and natural antioxidant Carrots: Delivers vitamin A (alpha- and beta-carotene) to help maintain vision and a healthy immune system Lettuce: One cup of iceberg lettuce has only 10 calories! Spinach: Supply huge amount of vitamin A E K C & with calcium energy and iron Swamp cabbage:It gives us vital amount of vitamin A & C with high amount of protein calcium and iron 3. 3 Nutrition: Example nutrition information for V6 Vegetable Juice: Nutrition Data| Servings per package: 1| Serving size: 250 ml| | Average qty per serving| Average qty per 100 g| Energy| 165 kJ (40 cal)| 66 kJ (16 cal)| Protein| 2. 4 g| 1. 0 g| Fat| | | – Total| Nil| Nil| – Saturated| Nil| Nil| Carbohydrate| | | – Total| 6. 3 g| 2. 5 g| – Sugars| 6. 3 g| 2. 5 g| Sodium| 660 mg| 263 mg| Vitamin A| 325  µg (40%) ^| 130  µg| Vitamin C| 52 mg (130%) ^| 21 mg| 04 Strategic Plans:The new marketing plan has developed its strategies by focusing on the vision, mission, goals as well as its core competency. 4. 1 Vision: We envision a marketing system that quickly and efficiently moves wholesome, affordable agricultural products from the farm to the consumer. Our target customer, they can take the nutrition of the vegetable. Our product must be diversified as the consumer need. We have to create our market demand and grow awareness among the people. At first we have to capture our local market within two years and we will start to export our product within five years. 4. 2 Mission:Our mission is to provide the highest-quality vegetable Juice. We exi st to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. We also focus on the following missions, * Hygienic food * Finest quality of our product * Keeping the affordable price * Provide best customer service * Provide energetic and nutritious food 4. 3 Goals: We divided our goals into two part, financial goals and Non-financial goals. 4. 3. 1 Financial goals: 1. Realize a 5% increase in gross profit margins through efficiency gains every year.Reduce the transportation costs associated with product delivery by 10% by the end of the first year. 2. We will address break-even analysis, sales forecasts, expenses forecasts, and how those link to the marketing strategy. 4. 3. 2 Non-financial goals: 1. Maintain positive, steady growth each month. 2. Experience an increase in new customers who are turned into long-term customers. 3. Generate brand equity at the Farmer's Market as wel l as within the commercial restaurant industry market. 4. Awareness regarding services offered, develop the customer base, and work toward building customer loyalty. . To enter into new market. 05 Situation Analyses: V6 vegetable juice is a start-up business. The vegetables have been well received and marketing is now critical to its continued success and future profitability. Harlborn offers a wide range of high quality vegetable juice. The basic market need is high quality vegetables with flexibility of production for both the consumer and commercial market. 5. 1 Market Summary: We possesses good information about the market and knows a great deal about the common attributes of our most prized and loyal customers.We will leverage this information to better understand who is served, their specific needs, and how we can better communicate with them. 5. 1. 1 Market Demographics: The profile for our customer consists of the following geographic, demographic, psychographics and behavio r factors. Individual’s demographics: * Singles and families. * Children’s * Sick people * Ages 25-50, this segment makes up 53% of the market according to the Chamber of Commerce. * Have attended college or graduate school. * Are cognizant about their health * Female aged 30-52 * Tend to eat out at least once a week. Behavior Factors: Are willing to pay a premium for higher quality, tastier vegetable juice. * There is value attributed to the more attractive beverage of vegetable juice. * Enjoy a high-quality juice without the mess of making it themselves. 5. 1. 2 Psychographics: * Moderate involvement with product purchase, seeking information about health benefits and nutritional facts of V6 products * Well educated, hard working and active females with a desire to provide a healthy lifestyle for themselves and their family * Time poor people, struggling to manage theirs and their families active lives who seek an easy solution to roviding nutritional beverages as an alternative to soft drinks * Females who take both an emotional and rational approach to buying their families food * Prone to moderate levels of emotional attachment with brands * Eager to seek out the most consistently nutritious beverage products 5. 1. 3 Market Needs: We provide individuals and restaurants with high-quality vegetable juice. We seek to fulfill the following benefits that are important to their customers. Selection: A wide choice of different vegetables with the flexibility to change crops midseason. * Competitive Needs: Sugary soft drinks are low in nutritional value to recover this there needs a healthy and long lasting energy drinks. * Customer service: The patron will be impressed with the level of attention that they receive. * Competitive pricing: All products will be priced competitive to true substitutes. 5. 1. 4 Consumer Insight:The consumer insights are listed from most important to least important for the target audience The need for a healthy alternati ve to soft drinks * Sugary soft drinks are low in nutritional value * Over indulgence of soft drinks leads to poor eating habits * Needs a variety of beverage choices * Needs a way to gain healthy long lasting energy * Have fast paced lives and do not have time to make healthy meals everydayPassionate about their and their family’s health and well being * Genuinely concerned about the overall health of their families * V6’s high volumes of vitamins and antioxidants contribute to healthy family members * Provides a solution to the worry of what to feed to themselves and their children with little post purchase regret * Want to maximize on opportunities to save time and effort by purchasing a quality product * Highly likely to put their families needs in front of their own * Needs to feel good about their dietary decisions and give them a sense of empowerment * Peer pressure forcing them to have the perfect healthy family 5. 1. 5 Market Trends: The market for vegetable j uice has exploded within the last few years. Explanations for this trend are, * Market supply: The increase of supply has reinforced the demand.Within the last few years many farms that were producing grains have moved to production of vegetables because of the increased margins and market demand. * Health consciousness: Now a day’s Bangladeshi’s have become more health conscious and vegetable have supported this goal as juice are inherently healthy and a vegetable mix juice is far tastier than the others juice. * Presentation/appearance: Presentation as an element of the culinary experience has taken on more value as juice has become more creative over the last several years. 5. 1. 6 Market Growth: We are learning to appreciate the more sophisticated taste of this health food. Therefore taste and health consciousness is what is driving this demand. This demand can be seen by the increase of juice offerings by finer restaurants.Lastly, presentation is becoming a variab le in gauging the quality of a product, and a mix for vegetables as juice is very aesthetically pleasing. 5. 2 STP Analysis: The following STP analysis consists of market segmentation, target market and positioning. 5. 2. 1 Market Segmentation: We have segmented our customer into three groups. * Individual consumers * Restaurants and * Hospitals 5. 2. 2 Target Market: * Children * Sick people * Active adult female * School, College, and Universities students * Old aged people * Time poor people 5. 2. 3 Positioning: V6 juice helps to maintain good health, when time is short, which create a value in consumers mind about this product and motivate rheumy to buy frequently. Horlborn will position itself as: * Flexible. * High-quality producer. Professional. * Reliable 5. 3 SWOT Analysis: The following SWOT analysis captures key strengths and weaknesses within the company and describes the threats facing Horlborn Consumers Ltd for marketing V6 vegetable juice. 5. 3. 1 Strengths: * Availab ility of seasonal vegetables throughout the year. * Flexibility in meeting vegetable needs. * Flexibility in meeting restaurant's needs. * High-quality product offerings that exceed competitor’s offerings of price, quality, and service. * Higher than industry margins due to production efficiencies. 5. 3. 2 Weakness: * V6 Vegetable juice lacks brand equity. * A limited marketing budget to develop brand awareness. The decreased degree of flexibility when near full production. 5. 3. 3 Opportunities: * Growing market with a significant percentage of the target market still not aware that vegetable juice exists. * The ability to develop long-term commercial contracts which should lower costs associated with production. * Children prefer juice than others meal. 5. 3. 4 Threats: * An out of state, already established competitor that has decided to make customer service and flexibility their selling point. * A health scare that questions the safety of V6 vegetable juice. * Poor weath er which will affects the market of V6 vegetable juice. * Customers are very much habitual to take vegetables as green. 5. Competition Analysis: Though V6 vegetable juice is a new product in the market but there are some similar products also. Basically the beverages, fruit juices and vegetable products are the major competitors. The competitors are divided in two – Direct Competitors: Beverages and fruit industries, like- Pepsi, coca cola, PRAN juice, ACMI juice, Frutika etc. Indirect Competitors: Raw vegetable markets, vegetable by products (biscuits, soups, snacks), some healthy drinks like Boost, Flavored milk etc. 5. 4. 1 Competitors Strength: 1. Established brands- the competitors have established brand like Coca-Cola, Pran. etc. But we the new comer. 2.Product supply- the competitor’s product supply is very larger than our product. 3. Price- the products are similar price like us. 5. 4. 2 Competitors Weakness: 1. Quick, tasty and healthy alternative to soft drin ks and colas. 2. Diet V6 juice has high levels of vitamin A & C, at the requirements of consumer’s daily values. 3. General consciousness among the consumers of bad effect of soft drinks. 4. Soft drinks can be high in sugar which can be a main deterrent for consumers. 5. 4. 3 Points of Difference: The point of difference that makes this vegetable juice than the others are- * New idea- Vegetable juice concept is first in Bangladesh in the juice industry. Different experience & knowledge- The customers will have the distinctive feelings & experiences that they will not get although other drinks exists in market. * Strong distribution channel- As this product has strong channel distribution channel, the consumer get it at every retail shop. 5. 5 Competitive Advantage: Our competitive advantage is really a superior one; 1. 100% vegetable juice. 2. High contents of vitamin A & C. 3. Low levels of sodium. 4. Less fat & calories than other drinks. 5. Tasty & healthy. 5. 6 Key to Suc cess: Exceed the customer's expectations. Additionally, Harlborn consumers Ltd will: * Generate repeat business Increase the transactions amount per customer. * Increase the number of restaurant accounts. * Increase variety of juice. 5. 7 Critical Issue: Harlborn consumers Ltd is still in the speculative stage as a V6 juice producer. Its critical issues are to continue to take a modest fiscal approach; expand at a reasonable rate, not for the sake of expansion in itself, but because it is economically wise to; and continue to build brand awareness to lower future marketing costs. 6 Strategic Marketing Analyses: Strategic marketing analysis includes marketing objectives, marketing strategies, marketing mix, and market research of V6 vegetable juice. 6. 1 Marketing Objectives:The objectives of all integrated marketing communications will be to: * Inspire consumers to view V6 in a new more vibrant light * Empower the female target audience about their dietary decisions * Showcase the n utritional benefits and great taste of all V6 products * Establish a connection between V6 and healthy active lifestyles 6. 2 Strategies: The single objective is to position vegetable juice as THE finest producer of vegetable in Bangladesh, commanding a majority of the market share within five years. The marketing strategy will seek to first create customer awareness regarding services offered, develop the customer base, and work toward building customer loyalty. We seek to communicate the message that we are the finest producer of high-end vegetable as JUICE. This message will be communicated through a variety of methods. The first method will be advertisements.Some of the advertisements will be co-branding with the Farmer's Market. Other advertisements will be solely Harlborn advertisements. The ads will be placed in both the local newspaper as well as the local art/entertainment paper. The message will also be communicated to the different hospital through networking with owners and managers. We will also communicate our message through informal gatherings and networking with consumers and hospital owners. 6. 3 Marketing mix V6 Vegetable Juice marketing mix is comprised of the following approaches to product, price, distribution, advertising and promotion, and customer service. 6. 3. 1 Product strategies:Basically at the beginning we are producing only vegetable juice made through winter vegetable. Afterwards we will produce juice made through summer, year-round vegetable, souses etc. Since our product fulfills both vegetable needs and beverage needs it will be competing with both green vegetables and beverage drinks. 6. 3. 2 Pricing Strategies: Pricing strategies are most important stage in marketing mix. As we are going to launch a new product in the market, we do not have any idea whether the price would be accepted or not by the customers. If we select extensively high price, customers will not buy and volume of sales will be very low. On the other hand setting lower price will not cover our costs.So we have to consider the following things in selecting price. * Acceptance of product: As our product faces competition against both green vegetables and beverage drinks, price of our product should be accepted by customers. Our product fulfills both vegetable needs and beverage needs. For this extra utility we will charge higher price than our competitors. * Maintaining market share: If our product is accepted by customers in near future, more competitors will enter in the market. So our price should be such that can protect our market share in the competition period. Moreover we will need to lower the price to hold the market share at the time of competition. * Earning profit:As a business our main objectives is to earn profit. So we should not set any price that will not cover the cost of the product. After covering the cost we set a profit margin for our pricing. After analyzing all of this we select Market-oriented pricing that is setting a price based upon analysis and research compiled from the targeted market and also with the cost. 6. 3. 3 Distribution Strategies: In generally there are different types of marketing distribution system. Consumers are able to buy the products from different market place. All these distribution strategies are consists of producer, wholesaler, retailer, and finally to the consumer.There are mainly four types of marketing distribution channel: 1. Conventional Marketing channel 2. Vertical marketing channel 3. Horizontal Marketing channel 4. Hybrid Marketing channel We select the conventional marketing channel to distribute our product. Our juice will be distributed by the specified distributor which will be selected by the company. The selected distributor will supply the juice product to the wholesaler and also to the retailer and the consumer will collect the product from the retailers. There are three types of distribution strategies: 1. Selective distribution 2. Intensive distribution 3. Exclusive distribution We choose the intensive distribution for our product.We will supply our product all over the country on the basis of our product demand so that the consumer can get the product easily. 6. 3. 4 Advertising and promotion: A mixture of advertisements and networking will be used to increase visibility for V6 vegetable juice. In first we will be focused on introducing the product. The advertisement will be done on different media e. g. television, newspaper and billboard to make people aware of the product. Promotional activity: We make promotional activities for our product in different school, college, hospital, and restaurant. * Advertising themes will be changed with time and promotional activity will be carried out to generate the consumer. * In different occasion we ill open special sales center where attractive point of purchase display would be arranged to create positive image in consumer’s mind. * We will provide different incentiv e to our distributor. * Sometimes we will offer free sampling for the mass sale of product. 6. 3. 5 Customer service: Obsessive customer service is the mantra. Horlborn consumers Ltd philosophy is whatever needs to be done to make the customer happy must occur, even at the expense of short-term profits. In the long term, this investment will pay off with a fiercely loyal customer. 6. 4 Marketing Research: During the initial phase of the marketing plan development, several focus groups were held to gain insight into prospective customers.These focus groups provided helpful insight into the decision making processes. An additional source of dynamic market research is a feedback mechanism based on a suggestion card system. The suggestion card has several statements that customers are asked to rate in terms of a given scale. There are also several open ended questions that allow the customer to freely offer constructive criticism or praise. The â€Å"V6 vegetable juice† will work hard to implement reasonable suggestions in order to improve their service offerings, as well as show its commitment to the customer that their suggestions are valued. The last source of market research is competitive analysis.The Horlborn consumers will send people to local competitors to gain information about their product offerings. Financial Overview: As we start our business in the year of 2011, we can’t expect a huge sales as well as huge profits. But our market research says that there is a good potentiality of this unique featured product. We project our sales will be keep rising next’s year. More ever promotion and advertising will help in increasing sales. At the very first of our business our mission should be emphasis on promotional activities and recognizing the product at every level. Now we are showing our five year projected plan. Description | 2011| 2012| 2013| 2014| 2015|Total Revenue| (200000*22)+(80000*38)+(100000*68)=14240000| (310000*22)+(150000 *38)+(200000*68)=26120000| (460000*22)+(250000*38)+(310000*68)=40700000| (750000*22)+(500000*38)+(600000*68)=76300000| (850000*22)+(650000*38)+(750000*68)=94400000| Variable Cost ( Raw-materials, marketing, advertising, Promotion) | (200000*16)+(80000*30)+(100000*56)=11200000| (310000*16)+(150000*30)+(200000*56)=20660000| (460000*16)+(250000*30)+(310000*56)=32220000| (750000*16)+(500000*30)+(600000*56)=60600000| (850000*16)+(650000*30)+(750000*56)=75100000| Fixed Cost ( Land, Factory, Office, Storage) | 5000000| 5000000| 5000000| 5000000| 5000000| Total Cost| 16200000| 25660000| 37220000| 65600000| 80100000| Profit Margin| -1960000| 460000| 3480000| 10700000| 14300000| Sales Forecast: The first three months of first year will be used to set up the processing and manufacturing plant for the production of V6 vegetables juice. There will not be sales activity until the processing plant has established.From month four there will be a steady increase in sales. Fig: Sales Forecast Revenue Forecast: As in the third month our product sales started and its will be increasing day by day our revenue also will be increased potentially. This growing revenue is shown by the following graph. Fig: Revenue Forecast Expense Forecast: Marketing expenses are budgeted to analysis the year-wise expense of Horlborn Consumers Ltd. The projected expenses for five years are shown by the following graph. Fig: Expense forecast Profit Margin: The progresses of Horlborn Consumers Ltd are measured by analysis the yearly profit. These are shown by the following graph.Fig: Profit Margin Break even Analysis: The Break-even Analysis indicates 25890000tk will be needed in yearly revenue to reach the breakeven point. 8. 0 Controls: The purpose of V6 vegetable juice marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance: * Revenue: annually * Expenses: annually * Repeat business. * Customer satisfaction. 8. 1 Implementation: The follo wing milestones identify the key marketing programs. It is important to accomplish each one on time and on budget. As successful entrepreneur we must fix the detailed action plan with when we are going to perform that.There are some primary activities (planning, permeation from Government) that we assume we have already performed. 8. 2 Company Organogram: CEO DIRECTOR Chief HR Chief Finance Chief marketing Chief IT GM IT & Planning GM Finance & Accounts GM HR Operation GM Product & Service GM HR Training GM Corporate GM Sales & Distribution GM IT & Operation 8. 3 Contingency Planning: Difficulties and risks: * Problems generating visibility. * An already established competitor that chooses to compete on quality and flexibility. * Poor weather which could hamper crop yields. Worst case risks may include: * Determining that the business cannot support itself on an ongoing basis. * Having to liquidate equipment to cover liabilities.