Stepping Stones Essays - Batting, Preparation, Baseball,

Baseball Season Preparation Baseball has always been America?s natural past time. Many fans love watching baseball but do not realize how hard it is to prepare for a season. Most fans think the players just show up on the first day. I think this belief is completely false. I feel that preparing for a baseball season requires a lot of preparation. The preparation I tend use includes working on my swing, working out, and studying other people?s ideas on hitting. These steps are necessary for me to have a successful season. These steps have proven to be a valuable aid in helping me to prepare for the season. I believe these steps are the basic steps to becoming a great baseball player. Developing my swing is the first step I use in preparing for the upcoming season. There are a few different techniques I use to work on my swing. The first way is to take hitting lessons. I learn much of my knowledge about hitting from taking hitting lessons. My usual routine consists of taking lessons three times a week. This allows me to be evaluated by a professional. I took hitting lessons from the same coach for five straight years. His teachings have helped me become a much better hitter. Another way I develop my swing is by practicing daily. Even though I take hitting lessons, I still need more work. I am lucky enough to have access to a facility that has hitting cages. This allows me to work in the winter and during inclimate weather. By going to work on my swing on my own, I am able to work on the skills that my hitting instructor has taught me. This seems like it would take a long time, but it does not. I carefully plan out my time, and this allows me to use my time wise ly. I allot times to work different aspects of my swing. By doing this, I am able to cover all aspects of my swing. I also videotape my swing, and this allows me to view myself afterwards. Since I videotape my practice sessions, I can go over my sessions afterwards. I have caught and fixed many mistakes my carefully watching my swing on the recordings. Developing my swing is the first of three main steps I use in preparing for the upcoming season. Next, I work out using weights to improve my chances for success in the upcoming season. I believe that this step puts me ahead of the other athletes. A strict weight training schedule has allowed me to stay in top shape throughout the years. When I approached my parents about buying a very expensive gym membership they were skeptical. They simply did not think I would stay dedicated to my routine. After four years of a tough weight training schedule, they finally believe me. At the beginning of the off season, I set a routine that I follow throughout the year. These exercises include bench press, squats, and leg presses. I started out going five days a week, but now I realize that is not necessary. I go to the gym on Mondays, Wednesday, and Fridays. Working out also decreases my chance for injury during the actual season. During my sophomore year of high school, our top player, Bradley Prince, blew out his shoulder. This injury could have easily been prevented if he would have fo llowed a strict weight training schedule. I believe a strict weigh training schedule is a necessary step in preparing for the upcoming season. The final step I use in preparing for the upcoming season is studying other people?s ideas on hitting. Baseball is a sport that is all over the television. This works to my advantage. When the Atlanta Braves are playing on TBS, I get to study the top players in major league baseball. While most fans are only watching for enjoyment, I am watching to learn. I record many games out of the year, and later break each players individual swing down. I also read many books on the different styles for hitting. For example, I read about five books by the hitting coach of the Oakland A?s. By reading

Georg Philipp Telemann essays

Georg Philipp Telemann essays Georg Phillipp Telemann was born in Magdeburg, Germany in 1681, and was one of Germanys greatest musicians. He was a very busy man throughout his years, especially when writing music. In his lifetime, he worked on a vast amount of works, which includes 1043 church cantatas, 600 orchestral suites, 40 operas, among other countless works. He also composed songs for Latin school dramas, and was even in some of his own written operas as an opera singer. During Telemanns youth, he was so very much musical inclined. He would study works from such composers as Jean Baptiste Lully and Andre Campra. He was so prolific in music that by the age of 10, he self taught himself how to play the violin, the flute, the zither, and keyboard instruments. Even at a very young age, Telemann was said to have composed church motets, and by the age of 12, he began composing, the first steps to almost completion, of a composition and performance of the opera Sigismundus. Telemanns mother disapproved of his music interest, and in 1694, sent him off to Zellerfield (a boarding school) under the care of superintendent Casper Calvoer. He taught Telemann areas in Geometry and the Latin language. Calvoer, without parental consent, had also secretly instructed Telemann in music theory. In 1701, Telemann began attending Leipzig University, with intentions of studying law, but shortly thereafter, a career in music became inevitable. He was so capable of being a musician, especially with his talented background, that a year later he was appointed as music director of the Leipzig Opera. Within that same year, he had organized a student Collegium Musicum. There he would use his students in his productions, and would also give public concerts. It would later be succeeded by the infamous Johanne Sebastian Bach. Telemann, between 1704 through 1717, would travel to four different cities and would be ...

The Connection and Effect of the Media on the Economy Research Paper

The Connection and Effect of the Media on the Economy - Research Paper Example According to Biagi (2006), this theory posits that media could inject ideas into someone the ways liquids are injected through a needle and that these ideas were in direct causal relation to behavior. (256) This is demonstrated best in the shift of supply. Media is crucial in the changing tastes and fashions of the public and that this factor is fundamental in creating demands for certain products and services. For instance, the supermarket Sainsbury's was inundated with requests for specific ingredients for particular recipes being shown in the cooking shows by Delia Smith and Jamie Oliver, to the extent where stores ran out of food items that were previously only moderate sellers. (Dransfield 2004, 288) Media changes knowledge, attitude, the behavior and sentiment of consumers and these make it a powerful force in the movement of the market and the aggregate supply and the demand for products and services as revealed by the Sainsbury’s case. The argument in regard to the media’s impact on variables such as aggregate demand is demonstrated in the potency and efficacy of media advertising. Advertising and promotions placed on all media platforms have the power to reinforce the use of products and the choice of particular brands. A study cited by Martin, for example, found that advertising reinforces the demand for alcoholic beverages, specifically highlighting that the reinforcing effects account for 1 to 3 percent of the variability in drinking. (p. 220) Again, in the context of shaping perception and changing behaviors, the media can be directly responsible in regard to how inflation is viewed by the public. In a study conducted by the Glasgow Media Group, for example, it found that the news stories in the British media – those about union and management portrayals - is partly responsible for the errors in public perception on inflation.

Feminism and Pop Culture Research Paper Example | Topics and Well Written Essays - 2250 words

Feminism and Pop Culture - Research Paper Example The title of the song speaks well of women’s independence. Females do not always need to depend on men to accomplish their daily tasks. Unlike the old days, womenfolk can be trusted to handle financial issues at home. It is not only the men who can analyze where funds go and how to make worthwhile investments. They have become more open-minded about what they are capable of, as well as braver in trying out the possibilities of their chosen pursuits. By the 20th century, women in many countries had gained the right to vote and advanced their status in politics and education. In the 1980s, there were already women doctors, lawyers, and engineers, though few in number as compared to men. In fact, according to Discovery, â€Å"over half of college graduates are women in 1986†. Many of them also pursued higher education in law, business, and medicine. In fact, the first lines are already poignant regarding how times have changed in treating the so called â€Å"fairer sex†. For instance, in the line, â€Å" so we’re comin’ out of the kitchen†, it means that those days where wives are just locked up at home doing household chores are already history. Indeed, a number of women nowadays are breadwinners along with their husbands. For some, their husbands are the ones in charge of household chores. In a report on comparing women and men’s salaries from 1980 to 1986, it was found out that although men, in general, had higher salaries, women were able to enjoy more frequent promotions and higher percentages of pay increase. (Gerhart and Milkovich 2). It further explained that one of the main causes for their income progress was high performance ratings. However, the reason why many of them could receive promotion was because most were employed in lower levels, thus, making the chances for elevation bi gger. On the other hand, this is related to a recent article which was just published last November 13, 2011, in Mail Online. It says, â€Å"one woman in five now earns more than her husband or boyfriend† (Barrow). The study suggests that the percentage of females having higher salaries as compared to their partners will continue to increase. Though this statistics is based on United Kingdom population, this reflects the worldwide shift that

Compulsory education Essay Example for Free

Compulsory education Essay Everyone has their own opinions on beliefs about school. Many say school is the only way for children to go, and many are against it. John Holt wrote an inspiring story called School Is Bad for Children that has an outlook on all aspects of school and why its not for children. He elaborates on all points to argue the fact that children shouldnt have to make life harder by going to school. Holt indicates certain points, but ones that stick out are the compulsory attendance policy and how it affects the child. Also, why we shouldnt have grades and exams and lastly, teachers and their poor pedagogy. The compulsory school attendance protected the childrens right to school under the parents permission; unless the parents decide to exploit their labor. Holt states that the compulsory attendance policy commands children to go to school. If children are forced to go to school than there is a better chance they wont like going. But, if the child had the option to go to school whenever they want, there us a better chance of them going; this being because school is where children meet new friends and communicate with others. And children need communication to get through life, like any other average person. Pedagogy is the art of the education and how a teacher conducts their class. Holt believes that poor pedagogy is another reason why school is bad for children. The art and styling of a teacher determines what the child will get and take out of the class. Many students are visual learners and some are auditory. Also, students are categorized between passive learners and active learners. Passive learners do what they need to, to pass the class and dont take in any of the information that is being distributed to them. But, active learners enjoy their time in class and engage in the lesson of the day. Teachers need to take it upon themselves to make the class interesting and vibrant for all students. They always said two heads are better than one. Holt feels as if children work better in groups and collaborative work. It makes everything in their school experience and life a little easier. Letting them work together and help each other out, they can help each other fix their mistakes. He explains how children are often the best teachers of other children. Letting children judge their own work gives them a sense of how much they can handle. According to Holt, if a child is corrected too many times, he will shut down and not speak at all. Correcting a student over and over again begins to make them feel like being wrong, uncertain and confused is a crime. He feels that a child should learn on his or her own but with the help of other children his age. If the child is stuck and just can’t get the answer right and needs help then that is when we lend a helping hand. Helping a child too much can also lead to them depending on someone to give them the answer. They won’t know the right answer and they’ll wait for the teacher or the expert to give them right answer. Holt has given up ideas on why the right way isn’t always the right thing to do. He wants to correct the school curriculum. He shows that education back in the day is different than education now. Although students need education, we’re going about it all wrong. Children need to learn physically and mentally and not always with the help of an expert. Children need to work together to become more advance and progress.

Marketing Plan for Launching a Chocolate Brand India

Marketing Plan for Launching a Chocolate Brand India India is on the move and so are the markets in India. Apart from economic changes. India is also facing social changes like changes in life style, hobbies etc. New fashions, Advertisements holidays, etc. are in today. Further, food habits of Indians are changing rapidly. Chocolates, which were believed to be kids preference, are now being consumed by kids, teenagers, and adults. Chocolate market in India (Currently 20,000 tones is growing at the rate of 22% annually). To take advantage of the growing market, international confectionery companies are getting ready to woo the proverbial Indian Sweet tooth. An influx of worlds leading Chocolate players is expected. Further, since Confederation of Indian Industry (CII) is a representative body of the Indian Industry, it receives its inquiries for pertinent marketing information from various domestic and international players, who want to invest in India. In the above context, the prime objective of this report is to prepare a marketing plan for any brand that is planning to enter the India Chocolate Market. Therefore, this report is generic (broad based) to the extent that it does not focus on any single brand. However, this may prove to be a relevant marketing guide for any brand launch in India. METHODOLOGY As mentioned earlier, the objective of the study is to formulate a Marketing Strategy for any new entrant in the Indian Chocolate Industry. While recommending the said strategy detailed information from both primary and secondary sources was collected and analyzed. This included: Primary Sources Four level primary information collections were undertaken. These were: In order to get relevant information regarding competition, executives of the following chocolate players in the market were interviewed: Mr. Sanjay Verkey, Branch Manager, Cadburys India Ltd., ANZ Grindlays Building, Connaught Place, New Delhi. Information: Cadburys profile, products, distribution, etc. Mr. Verma, Sarura Business (I) Ltd., Panchsheel Vihar, New Delhi, the company that has launched Mars Inc. brands (imported) in India. Information: Complete marketing strategy-since, imported chocolates marketing is a new concept Mr. N Bohidar, Manager Corporate Communication, Nestle India Ltd., Connaught Place, New Delhi To analyze buying behavior and in order to gain an insight into the buyer need-satisfaction level, a questionnaire was formulated and administered among 80 people. The profile of the respondents was as follows: Consumers of chocolates 12 years + in Delhi. This was since; chocolate consumption was witnessed amongst all age groups. A distributor was also interviewed so as to get pertinent information regarding the most important P of FMCG marketing Place, information provided by Mr. Rajesh Mittal, Ex-distributor of Nestle India (Rohini district), was extremely helpful in recommending the distribution strategy. Extensive interviews were conducted with retailers in the Naraina Vihar area. These included pan shops, bakeries, departmental stores, etc. they provided information on various facts of chocolate distribution such as point of purchase material (dispensers etc.), infrastructure problems, critical informational regarding the policies of the present players in the market, etc. Secondary Sources A number of secondary sources of information were used. These were: Mr. M.N. Rao, Secretary, Indian Confectionary Manufacturers Association, Sugar House, Nehru Place, New Delhi. Information: Industry statistics, problems facing the industry, future outlook, etc. Also measures being adopted for cocoa production development. Confederation of Indian Industries reports. PHDCCI FICCI library. Internet websites of Cadburys, Nestle and indiainfoline.com, askjeeves.com Extensive use of secondary information in the form of magazines/journals/newspapers clippings, such as Business World, Business Today, Business India, AM, Brand Equity, Economic Times, etc. The methodology adopted was as follows: Industry scenario Sketch (utilizing secondary information) Extensive interviews held with Primary/Secondary Sources (Companies/Chocolate manufacturers Association) Interview with ex-distributor of Nestle India Ltd. Extensive retailer interviews in Naraina Area Formulation and administration of a questionnaire Formulation of the Recommended Strategy on the basis of the above mentioned Primary and Secondary Information Limitations of the study Since, the administration of the questionnaire was restricted to Delhi, results may provide an urban view of the buying behavior and the like. Also, secondary sources were used for information regarding Amul. Industry scenario was also drawn up, utilizing secondary information. THE INDUSTRY SCENARIO With the entry of multinationals, and home companies sprucing up their act, the confectionary market is booming. Mckinsey has estimated the confectionary industry to touch a whopping Rs.8500 cr. by the year 2009. Till the eighties, the chocolate market was small and the product category itself was fuzzy. In the eighties, Cadburys the virtual monopolist had decided to focus its efforts on making chocolates a distinct category with an identity of its own. And the marketer had sharply positioned its product at children to do that. Hence, chocolates bore an only for kids tag, and kept adults at bay. By the end of the eighties, Cadburys still ruled the roost with over 80 % market share. And though several brands like Amul and Campco tried to break into the market, none of them had succeeded in shaking the leaders grip. In fact, Cadburys had become a brand virtually generic to chocolates. Then chocolates were used to reward and reinforce positive behavior and hence were categorized as a luxury reserved for special occasions. This was, a stark contrast to the west where chocolates were snacked on, eaten as mini meals or just to suppress pangs of hunger. But constant working by players like Cadburys (re-launch of Cadburys Dairy Milk targeting adults and as a casual any-time buy) and Nestle towards exploding the myth that chocolates are meant for children only has resulted in the segment booming. Trends in the Industry With socio-economic changes rapidly taking place, the young and not so young population will lead a new life style and chocolate eating is definitely going to be widespread and acceptable. In the industry, both population and family incomes as well as urbanization are on the increase. There has been a significant growth in the middle class, with 5.8 million people having upgraded to the quoted middle class. There is quantified data on FMCG usage having increased (NRS -VI IRS 98 figures) Thanks to the above reasons the growth in the chocolate market is estimated to be at 28% in 2009. But marketers in the industry are looking forward to a much higher growth rate, as Indias per capita consumption of chocolates is only 15 Gms. Versus 6 kg in the west. The Industry Chronology Year Demand Rupee Growth Rate 1990 12000 tones 350 cr. 2 % 1994 Excise duty increased to 15 % 13 % Excise duty further increases to 28.75 % Cocoa Prices Zoom Drops to 6 % 1995 Excise duty reduced to 25%, further to 20% and finally to 18%. Import Nestle launches Kit-Kat sets up a new unit. Production arrangement with CAMPCO continues. Mars selects production site. 1996 Market zooms up due to greater marketing thrust by players (especially Cadburys) Chocolates Selected import item 22 % 1998 Chocolates Open general license 20000 tones 22 % 2003 Quantitative restriction lifted 32000 tones 22 % The Indian Chocolate market can be sliced into four parts. Moulded Chocolate Segment comprising slab chocolates like Dairy Milk chocolates, etc. These are made by pouring the ingredients into moulds. Countline Segment comprising bars like 5 star, Bar One, Perk, Kit Kat, etc. These have ingredients other then chocolate and are usually bar shaped, making for chunky bites. Choco-Panned Segment comprising chocolate forms like Butterscotch, Nutties, Tiffins, etc. Panned varieties have different cores/centers, which are covered with a layer of chocolate. Sugar-Panned Segment comprising chocolate forms such as Gems, Chocolate à ©clairs, etc. These generally have a sugar coating on the outside. The Chocolate industry has grown from 12000 tonnes in 1990 to around 32000 tonnes in 2001. The rejuvenation exercise of Cadburys, was one of the key reasons behind the churning up of the countrys Rs. 350 crore chocolate market to a growth rate of 22% in 1996, from a mere 2% two years earlier. Chocolate Market Shares Interestingly, kaira district cooperative Milk Producers Ltd. (KDCMPL) the manufacturer of Amul chocolate is selling whatever it produces. Limited capacity is also a reason for the share it has. However, Amuls memorable advertising campaign positioning it as a A Gift for someone you love, saw the sales graph rising. Amuls sales grew by 39% then. Ever since, Amul has maintained a low profile. It can further be seen that Amul (see findings). Other Domestic Players The only other organized player in the market is Campco, which has an insignificant share of the market. It is supplying its production to Nestle. Apart from this Campco did come up with its new brands like Treat. But crunch of resources grossly effected the pace of the company and is hardly to be heard of today. CHOCOLATE LAUNCHES OVER THE YEARS 1956 Cadburys Milk Chocolate launched 1967 Cadburys 5 Star launched 1970 Cadburys Éclairs launched 1974 Amul chocolates launched 1986 Cadburys milk chocolate re-launched as Cadburys dairy milk (CDM) 1991 Nestle chocolates launched. Cadbury counters Nestlà ©s entry with all silk, and unfurls huge consumer promotion campaign. CDM revamped. Nestle launches Milky Bar; Cadbury counters with Creamy Bar. 1994 Cadburys Real Taste of Life and 5 Stars Reach for the Stars campaign rolled out. Éclairs revamped and renamed Dairy Milk Eclairs. 1995 Cadbury launches Perk, pre-empting Nestles Kit Kat. Overtures is withdrawn. 1998 Market growth rate tops 40 percent per annum. IMPORTED BRANDS Considering the high growth potential, various multinationals wanted to set up facilities in India (Mars being one of them). However, shortage of cocoa, seasonality in demand, and the absence of a proper cold chain deterred them from investing in India. The government also moved the import of chocolates from special item list to open general license category. The duty structure was also reduced. This resulted in making import of foreign brands easier and price competitive. Due the above, mars inc.- the US giant, who had decided to set up facilities in 1995 (the site for which was also selected), decided to postpone its investment plans. An alternate strategy was formulated to import Mars chocolate brands into India through Sarura Business (I) Ltd. Sarura, which came into existence about and year ago, imports Mars brands and sells through its own distribution network. Highlights of the strategy being followed are mentioned below: Imports Mars brands every 40 days, after careful demand analysis. Takes 20 to 22 days to reach India. Duty structure Customs Duty 40% Counter vailing Duty (a form of excise) 2% Special Duty (Surcharge) 3% The import duty on finished product is expected to come down to 20-25 % in a phased manner. Distribution Logistics The company has its operations being controlled from Delhi. A typical FMCG distribution chain is being utilized. This includes- Carrying Forwarding Agents Distributors Retailers and Wholesalers (about 5000 as of now) Consumers In Delhi, the company reaches the retailers and the wholesalers on its own. It operates about 3 vans, and each other retailer is serviced twice a month. MARKETING OBJECTIVES Short Term Objectives Taking into consideration the growth rate of the market competition with major brands, the marketing objectives can be as under: To introduce chocolates in various new flavors. To make a place in consumers mind. To provide quality chocolates at affordable price. To achieve a market share of around 15% by the end of two years of operation by the means of 7.5% by creating the new market. 7.5% by taking competitors share. Long Term Objectives Investing in strengthening the grass root level operations like cocoa farming, milk collection and storage. A broad product portfolio, a large and efficient RD department, decentralized management, etc. Nestle has about 2000 distributors in 1700 towns and more than 500,000 retail outlets to match this MARKET RESEARCH In order to recommend and execute an effective strategy for marketing of goods services, a systematic market research needs to be undertaken. The buyer preference research would play a vital role in the assessment of consumers taste/purchase habits and a better understanding of the consumers mind. In fact the strategy formulation/recommendations in this report of the marketing mix relies heavily on these research findings. A questionnaire was administered (as mentioned in the Methodology) amongst people of different age groups and professions. Results from this research provided interesting cues, which were extremely beneficial in the formulation of the recommended marketing mix. The main object of this research/questionnaire were as follows: To find out the current taste/chocolate eating habits. To find out the extent of brand loyalty. To get feedback of consumers perception about flavors and conventional outlets. To find out extent of price sensitivity. Retail outlet preference. Brand preference etc. OBSERVATIONS Based on the basis of the questionnaire research, some of the facts that came to the fore have been listed below. These research findings played a key role in the development of the recommended marketing strategy. AWARENESS PURCHASE PREFERENCE Top of Mind Awareness Purchase Preference What influenced you to buy the selected brand PURCHASE BEHAVIOUR Reasons for Purchase Chocolates A gift to a love one As a gift it is for IMPULSE DRIVEN Most of my chocolate purchases are preplanned I often pick up chocolates while I make other purchases REINFORCING IMPULSE PURCHASE IMPORTANCE OF ATTRIBUTES PERCEPTUAL MAPS Importance of various Attributes in Chocolates Rank of Chocolates on various attributes Attributes 1 2 3 4 5 Taste CDM KitKat 5 Star Perk Amul Quality KitKat CDM Perk 5 Star Amul Packaging KitKat CDM 5 Star Perk Amul Price Perk 5 Star KitKat Amul CDM Flavor KitKat CDM Amul Perk 5 Star Add-ons KitKat Perk CDM 5 Star Amul Brand image CDM KitKat Perk 5 Star Amul PRODUCT RELATED Taste Preference Size Usage. What size of a chocolate go you normally buy- PRICE RELATED Suitable price for a 40 gms Chocolate Price Perception. The price of most preferred brand is Price sensitivity (Elasticity). If price of your favorite brand is reduced. You will buy more of it Price sensitivity. If the favorite brand is few Rs. Expensive would you to go for it ADVERTISING/PROMOTION RELATED Advertisement Recall Test Unaided Most like Ads Unaided Whether, sales promotion would affect your purchase decision Band loyalty. If a particular brand is not available, you will: If you want to buy a wafer chocolate, say Kitkat and if it is not available, you would settle for a Bar/Moulded chocolate say 5 Star or CDM CHOCOLATE BRANDS IN INDIA Are you happy with the kind of chocolate brand available in India PLACE RELATED Outlet Preference DEMOGRAPHIC PROFILE OF THE RESPONDENTS Age Sex Marital Status Occupation Monthly income Michael Porters Model for Competitive Advantage There should be continuous efforts towards competence by drawing down costs and improving product quality. According to Michael Porters 5 point model for competitive edge, any corporate entity needs to counter threats posed by the following five market forces. The Corporate Entity Potential Entrants Competitors Activities Suppliers Buyers Substitutes Potential Entrants With the increase in growth rate of the market and wide spread acceptance of chocolates in Indian market, companies like Mars, Sara Lee etc. are eyeing the chocolate market. American Hershey foods etc., also plans to enter in it. Though these companies would facilitate further growth of the market, they would also want a share of the pie. Further, a favourable duty structure would facilitate import of international products than new manufacturing units being set up. MARKETING MIX The objective of the marketing mix developed is: To develop a product that is available, affordable, based on local raw material, and adapted to the taste the nutritional habits of the population. The elements of the mix Product, Price, Place Promotion have been entailed below: Product As mentioned earlier, the two most important segments of the market are moulded and countline segment (segments have a high share of the market). Also, it can be seen in the findings, the Indian consumer does not recognize the difference between moulded and countline segment. Further, a key decision that needs to be taken is to decide whether to have a core brand focus of have a plethora of brands. Here, it would be advisable to launch a complete basket of products covering both the countline and the moulded chocolate segment (at least if not Panned). A range of brands can help cushion out risks over the entire offering. Also, it has been that to sustain in the long term, a complete portfolio of chocolates for every taste is essential. However, a concentration strategy may be adopted in the first phase, focusing on one core flagship brand. The various product attributes have been mentioned below: Stipulations regarding the use of Hydrogenated Vegetable Oil HVO (since it contains nickel) may be adhered to. Nickel in chocolates can cause cancer. However, research is still on to prove this. Product formulation should keep this aspect in mind. Packaging: The packages or the cover packs, of the brands can be in Blue, Green and Red color which represents a fun element. The packaging should MARKET TESTING PLAN It would reduce the risk of failure in the market where it goes national, by validating the marketing mix. Facilitate validation of positioning. Allow corrective action through incorporation of consumer feedback. For test marketing the chocolates, the plan may be as follows: Test Objectives: To validate the brand names, new outlets, etc. and to measure the sales volume, pricing and promotion policy. Competitor reaction can also be analyzed. The product may be launched in Bombay (as a soft test launch). This selection was based on: Bombay is uniformly represented by the target segment. Competitor activity is high. Also, Nestle was able to wrest a significant market share from Cadburys when it was launched. Bombay is representative of the target segment. IMPLEMENTATION A Well-designed marketing plan counts for nothing, if not implemented properly. Success in the market place depends upon the way the plan is implemented. The launch is recommended to be before winters-say September or October, since- That period would facilitate high Diwali sales, and FUTURE OUTLOOK The growth and expansion of the Indian chocolate market in the past has been hampered, due to stiff excise duties on chocolates (at 18 percent while other agro based products are being charged as low as 8% and a few, even 0% excise) and non-availability of quality cocoa in the country. Also, import of chocolates has been put in the OGL category, with duties being reduced (in a phased manner). The industry has made recommendations to the Indian government to go back to the special item list category, in order to safeguard the domestic industry. However, continuous marketing focus by the players in the market has resulted in the industry looking up like never before. These companies/brands have become much more market savvy. The Indian chocolate market is transforming and new players (Sara Lee is planning to set up base in India) are entering the market. Hence, considering the low per capita consumption of chocolates, the future of the industry seems to upbeat.

Cookie-N-Cream Case Study ANS Essay

1. What are some location advantages that Cookies-N-Cream has that a brick-and-mortar retailer doesn’t have? Are there any drawbacks to a mobile vendor’s choice of location? The first advantage that comes to mind is the lack of property tax. Selling out of a van eliminates this tax. It also allows them to drive to the customer, they can relocate to a busier place if the location they are currently set up at is slow. The drawback is it may be difficult to find if a returning customer is looking for them. Also, a stolen van equals a loss in their entire inventory. 2. Discuss site costs, retailing and office equipment, and other financial considerations of a mobile vendor such as Cookies-N-Cream. A mobile vendor needs to have a reliable vehicle. A vehicle that breaks down will cost money to fix and also means they will lose out on a day’s work. Fuel costs must also be brought into consideration. A register and safe must be purchased that can run in the van. The van must also be customized so the store can be operational. This may cost some money to get it the way the owners want it to be. The owners also need to purchase licenses to sell in various areas. Each one of them cost a significant amount of money. 3. What legal considerations affect Cookies- N-Cream’s choice of location? How do those compare with the legal considerations of brick-and-mortar and home-based businesses? Having a mobile business means the owners need to be sensitive to each area they enter to sell. Each location may have its own set of rules or laws, so they need to be knowledgeable in each. A brick and mortar store does not have to deal with varying rules. The same goes for home-based businesses. However a home-based business needs to be sensitive of the laws of operating out of a home. A business with large equipment can not run their business from a residential area.