Work Based Learning in the Creative and Cultural Industries Assignment

Work Based Learning in the Creative and Cultural Industries - Assignment Example As the paper declares the concept of the employer caring for the employee through symbolic means is not only cultural significant because of the interactions that take place on several levels. More importantly, there is an association with the cultural expectations that come into the work organization. From the report findings mass culture is developed through commercialization and the expectations that are a part of the culture that is created. From the mass culture, there is a development of specific attitudes and understandings that relate to the overall values of society. The idea of culture is one that is not only based on movements and expressions, but instead is significant of different industries and the commercialization that is included in culture. It is not only the cultural expectations that have developed the responses to the swine flu and the organizational environment that responds to this. The knowledge that is depicted with the swine flu, health issues and expectations from the work place come specifically from the media and the regulations that are a part of this. When the media presents specific information to the public, it is required to first find imperative information that makes a difference in the knowledge that the mass culture is given. The impact that th is has is one that directly affects the mass public and can create controversy as well as alternative expectations that can be held in different arenas of life.

Consumer Behaviour Essay Example for Free

Consumer Behaviour Essay Art consumers in the modern world have increased their buying capacity of art as paradigms shifts to knowledge and information based concepts. Cultural diversity and technology are developing new forms of art and ways to market these art pieces to a wider range of art consumers. However, there is no room for complacency in art managers of art galleries. It is still best to incorporate sound motivational theories that guide marketing efforts towards being robust, effective and efficient. Three motivational theories had been highlighted forming a well-rounded strategy to approach art gallery marketing. Maslow’s heirarchy of needs gives a step-by-step escalation of man’s satisfaction levels. It was noted that although art cannot satisfy physiological needs, consumers can still be motivated to buy art as objects to satisfy their needs of self-esteem, belongingness and need to self-actualize. McGuire’s advice on motivating people offers looking into the cognitive and affective factors of man’s thinking process. The more art gallery marketing efforts cater to affective faculties of their consumers, the more selling will take place. And lastly, the theory of Freud has been chosen as another guidepost in defining what makes the consumer buy. Innate biological elements found in man such as sexual desires is the most commonly known Freudian motivation that is closely related to selling art. Construction of marketing strategies to sell art does not end in incorporating concepts from these motivation theories. These motivations must further zoom in on the consumer eventually. The way to fine tune the marketing strategy is to incorporate concepts found in the five-step decision making process that all consumers go through.   As the art buyer goes from recognizing his need to gathering information that will lead him to a possible purchase, to evaluating criteria affecting his possible purchase, to his actual purchase and to coming up with insights that happens during his post purchase, the marketing strategy of the art gallery is put into a test. INTRODUCTION The art market is slowly evolving. Art has evolved into many forms and galleries have transformed to accommodate a wide range of consumers. With the entrance of innovative technology, cultural diversity and faster access to information, art galleries been challenged to study and understand consumer behavior of this widening niche. â€Å"For the last few years, the media have trumpeted contemporary art as the hottest new investment. At fairs, auction houses and galleries, an influx of new buyersmany of them from the world of financehave entered the fray. Lifted by this tidal wave of new money, the number of thriving artists, galleries and consultants has rocketed upwards.† (Spiegler, 2006) But amidst all this buying frenzy, sellers have remained steadfast to the consumer behavior theories that guide the markets. Buying behavior theories have not changed and remained formidable in figuring out what buyers want, why they want, how they avail of these wants and the factors that affect these decisions. Consumers of art hold special focused studies. Consumers who buy art also buy gas, groceries, basic services and insurance. Though there is culture in gas, groceries, basic services and insurance, these commodities does not directly fall under art. Art products and services are born out of a cultural industry. These consumers have their own consumer behaviors. â€Å"Consumer behavior is the process involved when individual or groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. It is important that marketers understand consumer behavior because wants and needs are satisfied best when marketers understand the behaviors of consumers.† (Hawkins, 1998) Therefore, appropriate buyer behavior theories must be employed to so that marketing strategies to sell products in art galleries will be most appropriate, effective, efficient and economical. THE PRODUCT AND SERVICE Marketing strategies start with knowing the product or service. Characteristics of these items for sale will be essential in finding the consumers who would want to buy them. Art encompass a wide variety of products and services. Art galleries themselves have evolved into stores that sell different art genres depending on how one beholds something as art, from the flea markets selling antiques to the fine art galleries bidding by the millions. Applied and decorative art are products found in advertising, architecture and urban design. Crafts, jewelry, fashion, industrial, product and interior design fall under this art category. Entertainment art provides enjoyment services such as film, recording and TV programs. â€Å"Fine art is motivated by art-for-arts-sake. It is the primary research and development segment of the arts industry. It generates enlightenment, i.e. it sheds light on the nature of the human condition on the individual and society. â€Å"It is primarily in the fine arts that new talent and technique are developed; new scripts and scores created; and, new images and styles set. Results of fine art RD, like the results of scientific research, are sometimes adopted by for-profit enterprises in and out of the arts industry. And, as in pure science, fine art is not financially self-supporting. The right to fail is an essential artistic and scientific freedom a freedom that requires patience and risk-taking on the part of patrons, investors and audiences.† (Chartrand, 2000) Heritage art subsumes all kind of art. It feeds contemporary art and is the one that sets standards of the following generations. This art inspires creators and enriches artists through its integration of scarcity and aesthetic value while employing a sense of social relevance and cohesion.   Ã¢â‚¬Å"Between 1969 and 1989, heritage art yielded the highest return of all financial investment opportunities (The Economist July 1, 1989). Furthermore, theft of antiquities is the most lucrative international crime. Ounce for ounce, an antiquity can be more valuable than drugs. It can yield a higher return, at lower risk of being caught, and generally produces less jail time if one is convicted† (Chartrand 1992a). MOTIVATIONS OF THE ART CONSUMER A person who walks into an art gallery is differently motivated compared to a person who walks into a McDonald’s burger store. A company who buys a 10 million art work does so with objectives different from its putting up a building worth about the same cost. Consumers of art are motivated differently and theories defining these motivations can help marketing strategist clear marketing goals and activities. Maslow’s Heirarchy of Needs Abraham Maslow (1908-1970) has been one of the century’s great inspiration in personality theories. The Maslow’s Hierarchy of Needs as illustrated in Figure 1 has helped both researchers, scholars, scientists and most specially marketing executives on how to motivate clients and consumers. Maslow believes that man is motivated based on the level of satisfaction he can achieve at a particular time when the product or service is offered him. And the levels of satisfaction starts from getting his physiological needs, then his safety needs and subsequently his belonging needs, esteem needs until he arrives at his self-actualization. Figure 1. Maslow’s Heirarchy of Needs (Boeree, 1998) â€Å"Maslow suggested the intuitively appealing notion that humans must satisfy the most basic objectives before they can move onto higher level ones. Thus, an individual must satisfy physiological needs (such as food and liquid) before he or she will be able to expend energy on less fundamental objectives such as safety. Only when basic objectives have been met will a person move on to seek such objectives as love and belonging, and only a small minority of people make it as far as seeking self-actualization.† (Boeree, 1998) Art consumers at the art galleries are motivated to satisfy a certain level of need as illustrated in Maslow’s diagram. Art definitely cannot be eaten and cannot quench physical thirst. Consumers who are still struggling to satisfy their physiological needs in the normal circumstances will not buy Art. Art buyers are usually motivated to consume art to satisfy safety, belongingness, need for self-esteem and to perform their self-actualization. A person will buy art to safeguard savings. Certain works of art appreciate in value as the artist becomes more popular or when he dies. More than once, the cultural scene has witnessed these value increases and rich people have coveted owning these masterpieces not for their artistic magnificence but more for their financial value.   A person will buy art to satisfy belongingness especially if he or she finds himself trying to get into company of art buyers. Belongingness would sometimes overpower physical hunger especially in these modern days when people have gone towards the limits of individualism isolating themselves from social groups that provide comfort in belongingness. In the early years of high art, kings and queens would have their portraits painted by in house artists such as Michael Angelo and Da Vinci. These portraits help a person increase his self-esteem. Coffee shops, banks and other commercial establishment hang works of art in their walls not so much for decorative purposes but these products increase the company’s self-esteem. Their clients are able to admire the company knowing that the company they chose is of the cultured type and can afford these works of art. Based on the Maslow’s Heirarchy of Needs, the marketing strategy must realize that in order for art galleries to sell their products, it has to appeal to the motivations of the people walking into the gallery. These gallery visitors are basically interested in art and the curator must work on satisfying needs. Marketing campaigns must cater to satisfying client’s need to raise his self-esteem or need to satisfy his belongingness. Strategies such as knowing the client’s kind of groupie or the client’s thoughts of himself will be a few effective tactics towards forging a sale. FREUDIAN THEORY Though highly controversial and continuously debated upon by psychoanalysts, Sigmund Freud has been the most popular theorist of the century due to the sexual nature of his findings. Basically, he suggests that â€Å"(1) much behavior has a biological basis which is (2) often sexual in nature, and (3) that early experiences in childhood will have a profound, but unconscious effect on later lifee.g., people who are rejected in an early, oral phase of development may become oral retentive and end up as wine connoisseurs later in life.† (Hawkins, 1998) For Freud, people are motivated by their sex drives. Though some sectors of the scientific communities do not believe this, advertising, film and marketing have used the Freudian theories and have remained successful in the promotion and selling of their products. Cars, cigarette, alcohol and other vices have used sex at one point or another in their commercials, posters or corporate IDs. MTV’s have evolved into using pretty boys and sexy girls to get the maximum buying power of teenagers and young adults. Even new generation anime features voluptuous heroes, heroines and villains. Wonder Woman has never been as seductive and Superman has been redrawn to sport more muscles that spell musk. Though Freud never really thought sexuality in the new millennium context, evolutionists understands this kind of sexual motivation due to the inherent nature of human beings to help the species survive and sustain power over the natural kingdom. The only way to keep from extinction is to continue procreation. In Darwinian logic, motivation to procreation is as sensible as breathing. Sex has always helped sell art. Art from ancient Greece such as sculptures Adonis or Venus were sometimes seen as pornographic. Though these artworks of nudity became monuments of great cities and tourist destinations that earn millions of dollars, parent of little children still become uneasy explaining nudity in these kinds of art works. Marketing art with tactics from the Freudian theories that sex sells would make marketing of art forms planned in a way that it attracts sexual motivations from the buyers. Art galleries, when opening an exhibit usually employs wine, beautiful ladies in little black dresses and music that appeals to the possible clients. This type of marketing style that is guided by Freudian motivation theories supports art works that have sexual undertones already in them. Bar owner Schrager narrates the reason for buying an artwork. â€Å"According to Schrager, the decision to commission Clemente for the ceiling mural and lamps was an easy one. I love Clementes work, and I thought a ceiling mural would be appropriate for the place and location. For me, a lot of Clementes work has sexual undertones, and I thought it would fit in perfectly in the bar. (Silberman, 2001) MCGUIRE THEORY OF MOTIVATION McGuire’s psychology of motivation stems from his cognitive and affective experimentations. Thinkers are seen to carry out directed-thinking tasks. These thought systems in people illustrate their motivations.   Ã¢â‚¬Å"Five dimensions that together provide an inclusive description of thought systems were identified. Two dimensions are cognitive: (1) size; and (2) cognitive-affirmational bias. Two others are affective: (3) affective desirability bias; and (4) people-favorability bias. The fifth dimension is (5) cognitive-affective congruence.† (McGuire, 2006) McGuire believes that affective stimulus influence the cognitive aspect of human motivations more. Men and women have different thought patterns since they react differently to stimulus. Knowing this, it is important for art galleries to note who has the buying power when couples walk into the gallery to purchase the artwork. At culturally diverse markets, art managers need to address what could stimulate affective motivations in their clients. Sometimes, talking to an art manager who understands the client’s affective stimulus like race or culture is effective. â€Å"More buying power translates into more art-buying ability. Art dealers and publishers are keenly aware of this. But what they also need to understand is that while African Americans are looking to buy more high-quality art, theyre also looking to buy from dealers and publishers who understand them and will cater to them.† (Hagan, 2004) 5 STAGES OF DECISION MAKING PROCESS Equipped with the three motivational theories above, the next important part of the marketing strategy is integrating the promotional or advertising activities to the five stages of the decision making process that each art buyers goes through whenever they are in making a decision whether to buy, to buy later, or not to buy. Source: http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/ Problem recognition is the stage where the buyer becomes aware of his need. Awareness of needs does not happen like magic. Need is stimulated. The client must be aware of his need from its unconscious state to the conscious and articulate status. Commercials that stimulate problem recognition are effective because they can visually show what the client does not have and therefore, just by looking at advertisement, the client realizes his lack of that product thereby moving towards the process of coveting the product for himself. A blank wall will stimulate a need to buy art. An empty corner can stimulate a person to acquire a statue. Occasions and celebrations from birthdays to monthly anniversaries to grandmom or grandpop days and other more outlandish occasions can also create the rationale to make the consumers think of buying art. The second phase is where the client begins to look for information that will lead him into being able to find the product or the service that can quench his need. In the case of art galleries, a person must be able to find the art gallery. This ease of art gallery access will be attained with proper promotions and advertising. Art gallery accessibility geographically will also be essential in attracting buyers who are currently looking for information so satisfy their needs. The Internet is the latest virtual shop where buyers from around the world can be tuned in at the same time. With the Internet platform as marketing tool, selling is definitely without borders and without pressure of time. The buyer from spread of mouth information can also acquire details on how to locate the art gallery. Employers had always stressed good service because positive feedback is the gateway of businesses. With the information at hand, the consumer goes to the third stage of the decision making process which is the evaluation stage where alternatives are ranked. â€Å"This stage establishes the criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank. If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by framing alternatives.† (classnotes, 2006) Art galleries’ marketing strategy must make sure that the criteria set by its consumers are achieved. After product characteristics, price is usually the next criteria that the client considers. For art, the prices depend on a flexible standard. Other pieces are â€Å"priceless† while other art products are set by how the community valuates the artist. This is where the talent of the art manager or the curator comes in. Framing the art product, literally and figuratively spells putting on more weight on the piece or turning the off the client’s needs which will surely fail selling the product when the fifth decision making process starts. The fourth stage is the purchase stage. The buying value is affected by three possibilities as the client decides from whom to buy, when to buy or if the client decides not to buy. Purchase from art galleries will be affected by the terms of sale, credibility of the establishment and return policies. Tax information on artwork is an important information that will tip the scales towards the sales. A news clipping shows reaction of buyers and galleries on impositions of added tax to art pieces. â€Å"Paying an 8.8 percent tax on art doesnt discourage him or his wife, Virginia, from buying, but he said he could imagine it would slow some people down.† Thats what worries the Seattle Art Museum.† (Hackett, 2005) The atmosphere of the art gallery, and happiness of the shopping experience influences the time of sale. Some galleries maintain calmness in the gallery depicting unstressful experience for the buyer. Especially with purchases of millions of dollars, the atmosphere must be as much stress free as possible. The last stage of the process is the post purchase stage where the client reflects on the purchase that he did. The buyer usually compares the purchase with his expectations based on the need he originally formed. In the post purchase stage, either the art consumer is satisfied or unsatisfied with the purchase. Customer satisfaction or dissatisfaction is affected by his value perceptions. Art buyers know there is inherent value in art works. Physically, art is just a piece of paper or canvass with pigment but the images and visualization that the artwork shares to the consumer is what is of value that have been purchased. For artwork, one piece may create more value to another person depending on the level of beauty value he gets from the work of art. His satisfaction therefore depends on the value that the art product or experience in buying the artwork communicates to the buyer. Art galleries are cultural venues where patrons are soon established. The repeat-purchase behavior found in the art galleries must be high and excellent because these repeat buyers are also automatic promotional agents of the art gallery. Appreciating an art piece in a hotel lobby, an interested consumer would normally ask where the piece was bought. And that is first lead of the art gallery that happens outside the gallery. Patrons of the art help in lessening the cognitive dissonance of art consumers. When there is a feeling of anxiety after purchase, the consumer looks for elements outside his decision that would help him be assured of his purchase and publicity of the art gallery’s success or social responsibility or how famous people patronize the gallery helps in relieving cognitive dissonance in post purchase stages of consumer decision making process. CONCLUSION Everyone buys art at one time or another. The time and cost of art that an individual buys depends on his motivations as incorporated in many studies in consumer behavior backed by psychological discourse and experimentations. With the need for the art industry to profit and keep the industry afloat, marketing strategies benefit from these motivational theories. It is safe to note that whenever a painting or a piece of art lands in a hotel lobby, or a financial establishment, a museum or simply in a living room wall, much human activity has been put into it that basically further increases it s social and cultural value. References Boeree, George. 1998. Abraham Maslow. Retrieved October 31, 2006 from http://www.ship.edu/~cgboeree/maslow.html Chartrand, Harry Hillman. 2000. The Public Life of the Arts in America†¨Joni Cherbo and M. Wyszomirski (eds),†¨Rutgers University Press, April 2000 Classnotes. 2006. Consumer Buying Behavior. Retrieved October 31, 2006 from http://www.udel.edu/alex/chapt6.html Silberman, Vanessa. 2000. Results of Consumer Survey Shed Light on Art Buying Behavior. Art Business News, Nov, 2000 Hagan, Debbie. 2004. Black buying power shows strength in art: growing incomes and more national exposure of African-American art translates into a widening base of art buyers – news. Art Business News, Jan, 2004 Hackett, Regina and Michelle Nicolosi. 2005. Art collectors fault state agency on tax issue. Seattle Post – Intelligencer Reporters. Friday May 27, 2005. Retrieved October 31, 2006 from http://seattlepi.nwsource.com/local/226106_reactart26.html?source=rss Hawkins, Del I., Roger J. Best, and Kenneth A. Coney (1998), Consumer Behavior: Building Marketing Strategy, 7th ed., Boston: McGraw Hill. McGuire, William J. Claire V. McGuire, Yale University. 2006. Cognitive versus affective aspects of phenomenal thought systems focused on persons. Retrieved October 31, 2006 from http://www.sydneysymposium.unsw.edu.au/1999/abstracts.htm Spiegler, Marc. 2006. Time to Reform the Art Market? The Art Newpaper. Retrieved October 31, 2006 from http://www.forbes.com/collecting/2005/05/30/cx_0530conn_ls.html

An Over View Of The Costa Coffee Campaign Marketing Essay

An Over View Of The Costa Coffee Campaign Marketing Essay It has always been said that distinguish a correct market place for a business is very difficult as well as to gain sustainable interest from a customer as a steppingstone when there is such a fragmented marketplace with many competitors. However the Costa coffee campaign will make a definite difference. It will emphasize the quality of the coffee and its value of spending time discovering your favourite coffee. This will take place in shopping centre in Auckland City as well as on television, radio and magazines. This initial advertising is sure to establish Costa Coffee as a new brand name for the New Zealand Coffee Lovers. Sending the message to our target consumers both male and female aged between 18~45 years old that drinking Costa coffee can be enjoyable and worth experience than other brand outlets coffee. Then when the target consumers realise a positive impact (benefits) the Costa Coffee is having on their daily life the product is sure to be promoted through word of mouth. This initial advertising is sure to establish Costa Coffee as a brand name for the leading New Zealand Coffee shop in future. Coffee consumption in Australia and New Zealand has increased massively in the past few years. It is easy to find lots of different cafes around that are open and lots of people drinking coffee steadily inside and outside the cafà ©. New Zealander loves drink coffee in their daily life and a Flat white is a good example. A Flat white is one of most popular coffee beverage served in Australia and New Zealand which created by New Zealander called Derek Townsend in the early eighties. Coffee is actually one of the healthiest beverages that billions of people consume regularly and it is one of the most widely researched ingredients. The growing body of scientific research has shown that coffee is safe for healthy adults and can even have beneficial health implications as a part of a healthy diet and physically active lifestyle. For example, the most predominant fact is that regular consumption of coffee decreases the risk of type II diabetes and many other health risks. Therefore, the concept of creating healthier, pleasant and high quality coffee beverage of Costa Coffee will be implemented. This idea revolves around the importance of reinstating the value of spending time with their favourite coffee beverage more effectively, and also the attempt to break into the competitive market of Coffee shops (including private cafes) in Auckland City. Costa Coffee is one of the largest and fastest growing coffee chains in the UK. It was founded in 1971 in Italy by two Italian brothers Sergio and Bruno Costa. Costa Company which introduced the first Costa coffee shop in the UK in early 1980s had as a main objective to create and serve the finest authentic Italian coffee. Costa became part of Whitebread PLC in 1995 and has followed an expansion program, so to become recognised nationally. With over  1,000 stores in the UK and over 400 internationally, Costa has enjoyed a remarkable period of growth since it opened its first store.  Costa is now the leading UK branded coffee shop with over 300 stores that now operates in 25 countries (Costa Coffee, n.d.). In addition, it opened its 1000th milestone store in March 2008 in Moscow (Whitbread PLC, 2010). Costa Coffee has a specially blended coffee called Mocha Italia that created by Sergio and Bruno Costa 37 years ago, made of their own special blend of coffee beans. Its a unique blend as it manages to combine the sweetness, bitterness and body needed to make the perfect cup of coffee. As for the blend itself, thats a closely guarded secret, but you can enjoy a cup of its distinctive flavour and a warm Italian welcome at any of our Costa coffee shops (Costa Coffee, n.d.). Just beyond the Mocha Italia, Costa Coffee provided variety range of coffee beverage selections like other coffee shops have, it also includes non-coffee beverages (tea, juice and hot chocolate etc) and snacks (sandwiches, muffins and cakes etc). (Costa Coffee, n.d.). TARGET MARKET In the advertising plan, the target market would be divided into smaller segments as geographic, demographic and psychographic. Firstly, geographic includes of the country, town, place or city. This advertising plan is for Auckland City, and it covers all central city area and it also including areas such as Parnell, Newmarket and Mission bay. Auckland Central city is known as a heart of Auckland; consequently, large populations can be found because this is where most universities and the business are located. After 12 months, the target market can be extended to other area such as North Shore, Waitakere City and Manukau City. Secondly, under the demographic, both male and females aged between 18 45 years old is our products target market, but it does cater for everyones needs. The reason for this is primarily because the product itself is ideally for the adults (business men and women). They usually go to Costa at the office-going hour to take morning coffee before starting the work and at lunchtime. Costa coffee is relatively high price is the reason why working people take a bigger part of customers than students despite their similar using hour. However, it will also include university students who can afford to buy priced coffee. Overall, our advertising will directly towards to people who are interest to spend their money on coffee beverage. Additionally, Costa introduced the Kids menu for new target market Family. As many Costa stores are located in high streets and shopping malls in UK, there is an massive potential for family target. To meet this demand Costa has launched a specific range of food for children- Costa Kids, comprising a little sandwich, new Smarties American style cookies, yoghurts and Robinsons Fruit Shoot drinks placed in special Costa Kids bags so that children can take the food with them (Costa Coffee, n.d.) Under the psychographic, all internet users can be our target market. It includes students of final year in college or in university and young employees who could be Costa coffees potential customers. Yet, not many coffee shops offering free Wi-Fi, therefore, open 24 hours and providing unlimited free Wi-Fi will attracting those ADVERTISING OBJECTS Our advertising objectives have been created to be something that advertising can accomplish, for instance a shift in perception or to create awareness. In order to launch the advertising plan effectively, both the marketing objectives as well as the communications objectives are important to be considered. Marketing Objectives These are the marketing objectives that Costa Coffee should achieve after launching the advertising campaign. To increase the brand recognition To increase unit sales of both coffee beverage and non-coffee beverage To generate steady profit over the next 12 months To increase the market share by 10% over the next 12 months Communication Objectives These are the communication objectives that Costa Coffee should achieved after launching the advertising campaign. To increase the quality of blended coffee beverage and excellent customer service To maintain Costa Coffee as the preferred brand of coffee shop among 50% business men/women and student customers in Auckland city next 12 months To build the awareness of Costa Coffee among 70% of the target audience in the next 12 months To enhance the brand and corporation image in the consumers mind-set over next 12 months ADVERTISING STRATEGIES Our campaign plan for the advertisement of the Costa Coffee mainly covers the aspect of interaction between customers and Costa Coffee and how this will ultimately effect customers daily life. Definitely its focus based on the activity of customers spending time at one of Costa coffee outlets for relax. Strategy is the means by which we aim to achieve the objectives (White, 2000). Our strategy is to encompass a significant aspect of advertising, incorporating elements of the marketing mix. As White states that enable advertising to fulfill its role in the overall marketing mix (2000), it also covers the development of identifying specific objectives that can be met by advertising. Strategies It is recommended to Costa Coffee to use the three types of strategy to achieve its marketing and communications objectives as stated earlier. Those three strategies that are suggested to implement are position strategy, message strategy, and media strategy. Position Strategy Costa Coffee position for its product as high quality blended coffee beverage which using affordable pricing strategy. In order to accomplish this position strategy, it is suggested to Costa Coffee to emphasize its quality and excellent customer service in all outlets. These will creates a trust and strong commitment on Costa Coffee and its coffee beans quality and customer service. Once the customers have trust and believed the quality and the services provided by the Costa Coffee, they will go around talking more about Costa Coffee to others. Costa Coffee will be the first on to choose among other competitors, likely, Starbucks could be the second choice.   Message Strategy Costa Coffee may use a new theme or slogan called Costa Coffee A little taste of Italy worth waiting for. This message conveys the customer who used to drink American style blended coffee beverage. To create Italian heritage, interior of Costa coffee shop will provide the image of Italian heritage for their customers as well as a unique taste. It will guarantee the customers highest satisfaction. Media Strategies In order to achieve the objectives which was stated earlier, various types of advertising media will be use to communicate the selling theme to the target audience such as television, newspapers, Internet banner, billboard and magazines. All of this media may increase the Costa Coffee Companys sales, profit and awareness of the product as it can deliver the message very wide to all target audience and leave a deep impact on the target audiences mind at the same time. Tactics There are many types of media and direct marketing that can be used for advertising campaign, each media has its own advantages and disadvantages. However, it is very important to choose the best media to reach the target audience. In this case Costa Coffee may choose television, newspapers, Internet, billboard, and Magazine for the advertising campaign. Television Television is the best media to advertise the certain product/service, however, it is relatively expensive than newspapers and magazines. The main reason for this is, it contains the combination of sound, visual images, motion and colours. It offers national coverage where it can covers large amount of audiences within short period of times. Television does easily grasp consumers attention and create awareness on them. Through television, Costa Coffee will be able to achieve its objectives by creating awareness on the consumers. The advertisement will advertise equally in three most popular television channels such as TV1, TV2 and TV3 and Sky TV. The advertisement would advertise in all months throughout the year. However, more advertisement would advertise on early April, May, June, July, August and late September. The main reason for this is, these are the months that New Zealands autumn and winter season started and ends. Theoretically, more people would preferred to drink hot beverage especially in winter time. Moreover, this advertisement will advertise on daily on both the TV channels during the prime time, which is between 8.pm and 11.pm. This is considered the best timing because, most students and working people would back from colleges or work, and this is the time where they will be resting in front of the TV. However the length of advertisement would be 15 to no more than 30 seconds. 1st scene A man with a bulk of paper work in his office 2nd scene A group of university students with loads of assignments 3rd scene It is morning tea time and two seniors sitting down on the couch in their living room and willing to drink something with their snack 5th scene Showing Costa Coffee with its slogan A little taste of Italy, worth waiting for. 6th scene Happy and satisfaction faces of the working man, the college student, and seniors with the take away coffee beverage in their hand. And at the bottom of the last screen the Costa Coffees website and locations will appear saying Visit today! Newspapers Costa Coffee will choose two most popular newspapers in Auckland religion; it would be The New Zealand Herald (The Aucklander) and The Sunday Star times. According to the latest Nielson national newspaper survey, the both readership of the Weekend and Daily Herald were up strongly in 2009 (Weekend herald readers grow, 2009). For Weekend Herald was read by an average of 618,000 people aged 15+, up by 17,000 from a year ago, and about 568,000 people read the Daily Herald and as well as the combined print edition and website readership was also up 5.5 per cent to 685,000 (Weekend herald readers grow, 2009). This figure clearly shows that The New Zealand Herald is the highest readership of any newspaper in the country. Additionally, over a week the Herald audience has increased by 52,000, reaching 1.15 million New Zealanders; six out of 10 Aucklanders read a print edition of the Herald or visit nzherald.co.nz each week (Weekend herald readers grow, 2009). The Sunday Star-Times is New Zealands only national broadsheet newspaper with a readership of over 608,000 (Murphy, n.d.). Sunday Star-Times is a newspaper provides the backgrounds stories of national significance, at the same time providing quality leisure read for an audience which has time to take it in. Due to this, these two newspapers are selected in this advertising campaign. Newspaper advertisement would be done in every month throughout the whole year. The advertisement would be done only on Monday, Saturday and Sunday, where it would be in full page in colours. This is because on Monday all business people going back to their office. Of course, Saturdays and Sundays are the days that people usually rest in their house and spend enough time to go through each and every pages on the newspapers. And furthermore there are lots of special editions on weekends about lifestyle and so on, which will attract many people, read newspapers. While going through the newspapers, definitely they will come across Costa Coffee advertisement because it covers the full page with colourful image. Thus, this will create awareness on the consumers. Internet Banner The Internet banners are the best media for online advertisements. The internet banners will be advertised on the best New Zealand websites such as Trade me, Yellow pages, Stuff, TVNZ, and NZ Herald, yahoo!xtra and Google NZ and more. Banners will show with the advertising campaign and it will put for the 24/7, 12 months. It will place at the top of the search machine or the websites, therefore target audience will be aware these banners while searching or surfing the internet. To make sure, all the banners should flash shifting from one screen to another and it will only goes off when the user clicks to close it. Billboards Billboards are usually put along highway and main roads to capture the audiences who long on the road or drive along the streets and highways. The billboard advertisement will be for the whole year during the advertising campaign. The billboard will use a poster panel form which is silk screened and printed in sheets to the billboard. It is important to use appropriated size of image and font so drivers are able to see the billboard while they are driving without any distraction. The billboard will be set up on the Northern, Southern and Western Motorway and high traffic areas in the central city. Therefore, it will create the brand recognition and product identification by target audience, plus, increase the brand equity. Magazines Magazines are one of the best ways to advertise the branded Coffee shop like Costa Coffee, especially the fashionable Coffee Lovers. Normally, it contains fancy colours of pictures and photos to attract their target audience. Decided to advertise Costa Coffee in Fashion, Food Beverage and Restaurant related magazines such as Cuisine, Vogue, and Womens Weekly. The Womens Weekly magazine is the main magazine media to advertise because it ranked in number one selling New Zealand Magazines (isubscribe, 2010). The advertisement will be printed in each month throughout the whole year in full page with colourful image and a logo of Costa Coffee and simple message will be add on. SWOT ANALYSIS Strengths The main strength of the Costa Coffee is the made in UK Company has a strong presence with a good reputation for creativity and coffee in UK. Therefore, the strong connection between New Zealand and UK may influence to increase the Costa Coffee consumption. The second strength for the Costa Coffee is Italian Heritage. Most of the branded Coffee outlets are selling American style or Kiwi style blended coffee beverage. However, Costa Coffee is known as an Italian influenced culture founded on Italian expert knowledge of roasting unique coffee beans to make high quality handmade drinks. As a customer, it will be great reason to motivate them to experience a new style of coffee. Lastly, the wide range of food (ie. Cake, sandwiches, muffins etc) for both adults and kids and unlimited free Wi-Fi internet connection can be also strong strength for Costa Coffee. Weakness The biggest weakness for the Costa Coffee is its market share in Auckland, New Zealand. Yet, Costa Coffee has no market share in the Central city of Auckland and no brand recognition has been made. Therefore, it will be challenge for Costa Coffee to create strong presence with a good reputation like in UK. Opportunities Expansion could be a key opportunity for Costa Coffee. For example, opening more outlets near the University campus, city council, immigration agency, banks within Central Auckland City. Also attracting a wider population especially families with specific products for children. Costa Coffees Kid menu is the good example for this opportunity. Treats As a treat for Costa coffee, Auckland Central city could become saturated with different types of coffee shops. Therefore, this area is quite challenge for Costa Coffee to entering in and targeting the same market with existing coffee shops eg. Starbucks, Columbus, Esquire etc. New entrants are also treats to Costa Coffee. For example, increasing competitive threats from donut and bagel chains as they continuously expand their outlets and increase alternatives of coffee product offering. BUDGET The table below shows the budget allocation across the different media of the advertising plan. The overall budget allocated for this advertising plan would be no more than NZ $4,000, 000. As shown in the table, it shows Television is the major media spend most of the budget followed by the Newspapers. However, it is worth spending massive budget on Television advertisements because it does exposed to larger quantity of target market incredibly within short period of time. Thus, it can easily grasp the target audiences attention by use of combination of visual images, motion, colours and sound effects. For Newspapers, it also plays an important role, because it is cheaper than Television but it also covers wide areas of target market and audience. Communication Tools Amount per year (NZ $) Television 2,592,000 Newspapers 3,512,832 Internet Banner 235,200 Billboard 222,000 Magazine 161,000 Total (NZ $) $ 3,390,116 The calculation above is the maximum amount of the advertising campaign for the whole year. MEASUREMENT Since Costa Coffee has been spending lots of money on its advertising campaign, it is very important to know whether the advertising was effective or not. The effectiveness of advertising campaign needs to be assessed in order to avoid costly mistakes (Belch Belch, 1999). In this case, pre-test can be used before the campaign is implemented and post-test is done after implementing the advertising campaign. There are many ways or methods to do these measurements, such as questionnaires/survey, interview, observations and focus group project or more. Questionnaires, survey and interview are the basic and most common methods to be used by everyone because it is reasonably cheap and easy to gather the peoples opinion towards product/service.

Oskar Schindler: A Hero Study Essay -- essays research papers

CONFLICT AND RELEVANT BACKGROUND Oskar Schindler faced many conflicts in his life. The main conflict he faced was overcoming the Nazis and saving over one thousand Jewish People. Schindler, with out a job at the time, joined the Nazi Party and followed on the heels of the SS when the Germans invaded Poland. This is when Schindler took over two previously Jewish owned companies that dealt with the manufacture and sales of enamel kitchenware products and opened up his own enamel shop right outside of Krakow near the Jewish ghetto. There, he employed mostly Jewish workers, which saved them from being deported to labor camps. Though twice the Gestapo arrested him, he got released because of his many connections and with many bribes. Most importantly, he helped save an entire race of human beings. CHRONICLER AND MEDIA We know of Oskar Schindler through many different types of the media. We know of him through the television, newspapers, books, and by word of mouth through the Jewish people he had saved. There was even a movie based on Oskar Schindler called Schindler’s List. There are several books about him, many were even written by some of the Jews he saved themselves. EPIC HERO ELEMENTS IN THE LIFE OF OSCAR SCHINDLER Oskar Schindler was born on April 28, 1908 in Zwitlau, which is now part of the present day Czech Republic, to his father and mother, Hans and Louisa Schindler. They were a deeply religious family, which resulted in a strong catholic household for Oskar and his younger sister Elfriede. The Schindler family was one of the richest and most prominent in Zwitlau and elsewhere. Mostly due to the success of their family owned machinery business. Oskar Schindler wasn’t necessarily born of noble birth. He was basically an ordinary guy, especially when his father lost his business, who did extraordinary deeds for people who he has never even met. One can also see how Schindler was a hero in is character traits. Schindler was always thoughtful and humane in dealing with Jews. He saved the most Jewish people during World War II. The society at that point of time was going downhill and almost came to a big crash. Hitler could have destroyed a whole race of people if it wasn’t for the help of Oskar Schindler. Although he did join the Nazi’s, Schindler still had a heart and a mind to know what Adolf Hitler was doing was wrong and immoral and to try and he... ...ers. Further more, there is a universal theme, such as good and evil. The good would definitely be Oskar Schindler who helped the Jewish people and didn’t need, nor want any type of reward for it. The evil side would be Adolf Hitler who was trying to kill an entire race just because of their religion, believing that they were the evil ones. He only thought this way because he was ignorant of the Jewish religion, and other types of people, and therefore feared them, which caused him to hate and want to kill them all. At the end though, as it is most commonly believed to be the evil should die and the good should live. Though most of the Jews died, a few thousand still lived while the evil side, Adolf Hitler, died by committing suicide. DEATH OF OSKAR SCHINDLER Oskar Schindler died in October 1974, and is buried in the Latin cemetery on Mount Zion, Jerusalem. Over one thousand Jews owe their lives to this singular man. On his grave, there lie many stones, each from many Jews who he saved and many other Jews who think of him as hero. I do not know he died how he died exactly but it is basically from natural causes. Schindler is still adored as a hero from many of the Jewish people.

Mercury Footwear Questions

Among the first companies to offer fashionable walking, hulking and boating footwear. Its mother company decided to extend the brand by creating complementary line of apparel. Because of the poor performance, it was decided to sold. Style Logo is marked with prosperous, active and fashion-conscious lifestyle. Its main customers are not interest in its apparel. Financial performance Among the most profitable firms. Had poor performance after acquisition by WAC. Revenue contribution 42% of revenue from athletic shoes and balance from casual footwear.Revenue and operating Income were 470. Million and 60. 4 million In 2006. Revenue and EBITDA were 431. 1 million and 518 million.. Products Athletic shoes developed from high-performance footwear to athletic fashion wear. Four main segments: men's and women's athletic and casual footwear. In order to emphasizing individual products, it began to monitor styles and images from global culture Focus on smaller portfolio of classic products with longer lifestyles and could maintain simple production and supply chains.Sales channels Mainly sold in department stores, specialty retailers, wholesalers and independent distributors. Small percentage is sold through website. Department stores, specialty stores, catalogs, discount retailers and internet. Inventory management Good at inventory management in the industry. Inventory management performance is worse than the average level. Outsource Outsource manufacture in China. Outsource main materials in foreign suppliers. Advantages &Disadvantages It takes small size as its competitive disadvantages.And it faced with some problems in the consolidation of manufacturers. Price cuts and promotion in apparel line hurts operating margins but helped to the growth in sales. Sales growth is lower than the average because of there is little discount in price. We could learn that managers of GAG want to enlarge the scale of its company and gain larger market share because of the stable prof it margin. And since the revenue is almost the same, it is a good choice to merge with Mercury, which means that revenue would be doubled after acquisition.And these two companies have some similar factors, such as : (1) They could use the same sale channels after acquisition, and internet channel could be enlarged. (2) They could combine manufacturers to get a powerful bargain in suppliers. 3) The product segments are almost the same, which means that there should be little work to do after acquisition in product adjustment. (4) Thanks to the profitable ability of GAG, it is much easier to make a better financial performance of Mercury. (5) It is good for them to increase the performance of inventory management if they merge together. 6) Although their target customers are different, especially in ages, which means that style and brand are different in the very beginning, this factor could turn into an advantage for the new company could have a fully segment of customers with wider age ranges. Therefore, take into above factors into account; we think that Mercury should be an appropriate target for GAG. 2. Review the projections formulated by Little. Are they appropriate? How would In the case, we could find that Little used historical averages to assume the overhead-to-revenue ratio.However, historical data is usually useless for future. Some studies found there is little evidence that firms grew fast continued to grow fast in the next period. And sometimes there are even negative correlations between growth rates in the two periods. Besides, smaller firms tend to be more volatile than others, which we could find the same characteristics in these two firms we are talking about. And Just as we mentioned in the question 1, revenue may be doubled after acquisition, it Just fits the theory that it is difficult to maintain historical growth rates as firms double or triple in size.Therefore, based on the above analysis, we think that it is not reasonable to use hi storical data for future projections. And sometimes, analyst should be better than the historical growth. Considering that there are five main channels for analyst forecasts: firm-specific information, macroeconomic information, information revealed by competitors on future prospects, private information about the firm and public information other than earnings, we think Little could find more information from above channels to get more accurate assumption.And since performance of Mercury is poorer than the average of the industry, it is better to use industry average level for the benchmarking of Mercury when predicting, instead of a discount rate of GAG for example. And from the comparison of 2007 to 2006, we can find Ileitis's forecast need great input from GAG to support the development of Mercury, whether he has taken this into consideration? And he estimate debt/equity ratio remains the same as GAG, that is also unreasonable, for it is not possible to change that in short peri od.

Marcus Aurelius essays

Marcus Aurelius essays Marcus Aurelius Antonius, born Marcus Annius Verus in 121 C.E, was adopted at age 17 by emperor Antonius Pius. Marcus succeeded to the throne without difficulty after the death of Antonius in 161 C.E. A devotee of Stoicism, Marcus is well remembered for his Meditations, written while in isolation, in which he attempts to reconcile his Stoic beliefs with his role as emperor. In terms of his role as emperor, Marcus Aurelius is well remembered for protecting the borders of the empire against Germanic forces, his caution in spending empirical funds, his social policies, his legal policies, the effect of his Stoicism on his policies, his relentless persecution of Christians, believing them to be a threat to the empire, and also his benevolence towards the weak and needy. During the reign of Marcus Aurelius, there were many threats to the borders of the empire, most coming from Germanic tribes from the north along the Rhine-Danube border in 167 C.E. Marcus spent much time with his army along this border, boosting morale while at the same time keeping an eye on the goings on. A significant victory for Marcus came against the Parthians in 166 C.E. In the last years of Antonius reign, tensions had grown between Parthia over control of Armenia, a buffer between the two feuding empires. Both wanted to impose a king on Armenia that had interests favourable to their respective empires. with the death of Antonius and the uncertainty surrounding a new emperor, Parthia struck quickly placing in Armenia its own candidate. Parthenian forces inflicted serious setbacks on the Roman forces sent to oppose them. Marcus sent Lucius Verus to head the Roman attacks. From 162 C.E. on, Roman forces struck deciding blows on Parthenian cities and strongholds. By 166 C.E. P arthia had capitulated. One surprising aspect of Marcus military exploits was his readiness to carry out ruthless retaliation against those who broke treaties, or killed and pillag...

Center-57300 Essays - Food And Drink, Esio Trot, Dearbhla Walsh

Center-57300 Essays - Food And Drink, Esio Trot, Dearbhla Walsh center-57300 Esio Trot Comparing Analysing Nilsa|6/09/2017|English N ovels are a big business in the entertainment trade. They often get adapted into films , h owever much beloved novels and the subsequent adaptions are often met with criticism. Such criticism has created much debate and discussion among fans and critics on which version is better . An example of a popular novel adapted into a film is Esio Trot written by Roald Dahl. Even this book adaption caused many discussions online. However, after such debate it can be argued that t he 2015 movie, Esio Trot, creates a better plot, dialogue and contains visual features. Published in 1990, Esio T rot is a story about an old man (shy Mr Hoppy) and his love for a neighbour ( M s Silver ) . Sadly , it was one of Roald Dahl's last stories which was created when buying tortoises were banned in pet shops. The novel has been re-established into a romantic/comedy movie directed by Dearbhla Wals h for entertainment. The film version is more engaging as the director has made several differences to the plot. A differ ence in the plot is when Ms Silver finds out that Mr Hoppy was replacing Alfie (the original tortoise ) . In contrast , i f a child was to read the literary version , they would believe that they could get away with lying. Furthermore, t h e movie proves that you don't have to lie to achieve your goal which is a great message for the future generation. In addition, t he novel is only 63 pages in length and the movie is approximately 1hour and 30min which allows new characters and a change in plot. In particular, Mr Pringles who was definitely needed to create an engaging story . He was the character that told Ms Silver that Mr Hoppy was replacing her original tortoise ( Ms Silver never found out in the novel ) . T herefore, including a new character to be the messenger' was a great idea. The dialogue in this movie helps to define Roald Dahl's characters more than the book . Mr Pringles (who is cocky selfish) always talks about himself. As a matter of fact , Mr Pringles invited himself to Mr Hoppy's house (for dinner) where he talked about himself from when he was born to his age now (which is quite old). In fact, j ust before he stood up from the chair addressing he had to leave, he asked Mr Hoppy to talk about his life. As soon as Mr Hoppy started, Mr Pringles got up said "Well, I better get going, maybe we can do this again sometime and you could tell me all about yourself." This informs the audience that Mr Pringles is very self-obnoxious. Furthermore, h is personality is not achieved through the literary version as he was not existent. Moreover, M r Hoppy's dialogue informs the audience that he is a simple - keep to himself - shy - man which is evident as the conversations he has with others is very simple. For example, w he n he interacts with Ms Silver, he barely says anything. He would start the conversation with "Hello Ms Silver, lovely day it is, isn't it?" which is mostly what he says while interacting with others ( unless he is asked a question). Finally, Ms Silver's dialogue gives us a feeling that she enjoys interacting with others as she talks very often smiles a lot. Although dialogue is evident through the book, the movie creates a better understanding as the audience can see facial expressions. For instance, t he book shows the reader Ms Silvers dialogue, but, doesn't give the audience her kind-smiling expression. Visual features included in the film help create a better understanding of the characters (Mr Hoppy, Ms Silver Mr Pringles). For example, Mr Hoppy wears the sa me style clothes every day which creates the affect that Mr Hoppy is not very 'outgoing' is 'shy'. Apart from that, Ms Silver wears different clothes depending on the season. For instance , she wore a yellow white dress with bunny ears in Spring which informs the