Marketing Strategy of a new energy drinks Essay Example for Free

Marketing Strategy of a new energy drinks Essay All around the world drinking beverage is like an entertainment for everyone. Millions of people have beverages everyday for refreshment. Our report is about the Energy Drinks of Bangladesh. In this report we have explained and analyzed how some of the five top selling energy drink companies are operating in Bangladesh. Energy drinks are becoming a major part of the beverage industry due to the rapid increase of their market competition and consumer awareness. In Bangladesh, Tiger and Speed are the most famous amongst all other energy drinks. Most of the energy drink companies act and carry out their marketing strategies in similar ways. More innovative steps are required to improve their market share. The goal of this report is to find out about the present condition of energy drink market in Bangladesh, major competitors we are likely going to face and how we are going to overcome the challenges in the market when we will launch a new energy drink named ‘Spirit’. With the use of effective marketing mix and other strategies we are going to target the young people of Bangladesh to sell our product. We have done a clear competitive analysis to take advantage of the weaknesses of our competitors and opportunities of the market. We are likely going to invest hugely in the beginning of launching our product to inform our customers about our product. As a new product company we are promising our customers to offer a unique product which will give them energy along with the excitement to enjoy their lives. Section 1: Current Market Analysis 1. 1: Top 5 brands in the market (how we find it) –We have surveyed in some of the areas of Dhaka city, like – Farmgate, Motijheel,Uttara, Gulshan; to find out the names of five most top selling energy drinks. According to the survey we have seen – Tiger, Speed, Shark, Sting and Boost are most popular in the energy drink industry of Bangladesh. We went to different departmental stores as mystery shoppers and randomly asked about the drinks each shop offers and found out the names of the energy drinks customers tend to buy more. 1. 2:Product Analysis -Product Level – Product leveling is the first and most important step taken by product planners to add more customer value to their products. It includes 3 main levels: Core Customer Value, Actual Product and Augmented Product. Core Customer Value – The first thing that comes to everyone’s mind when they talk about energy drink is ‘source of power’. In Bangladesh, all of the energy drink companies basically have the same core customer value, which is mainly about replenishing the energy of their customers through providing them with their energy drinks. However, different brands use different mottos to establish their customer value. For example: Shark’s motto says, â€Å"Real Energy, Real Power†; in other case Speed’s motto says, â€Å"Heavy Energy†. This way each products motto varies from each other and creates a different view about the product in their customers mind. Actual Product – This level includes Brand name, Packaging and Product Attributes. Under Product Attribute comes: Product Features, Design and Quality of the product. i. Brand name: A brand name is an identity of a product, without it no product will even exist. Each brand name establishes their uniqueness with their different names, signs and logos. All of the energy drink companies have a brand name of their products, which differentiates each of them from their competitors. The names ‘Royal Tiger’, ‘Boost Energy Drink’, ‘Speed’, ‘Shark’ and ‘Sting’ – each of them stands as a brand name for their product, marketed by different producers. ii. Packaging: Packaging describes the way a product is protected using a container or wrapper and at the same time provides all the required information regarding a product. The energy drinks – Sting, Speed, Shark and Tiger are all available in both cans and bottles. Only Boost is available in steel can in the market. iii. Product Features and Designs: Features explain the tools which enable a particular energy drink to gain competitive advantage over other energy drinks. The tools include – design, smell, taste and color of each energy drink. The designs of Sting, Speed, Shark, Boost and Tiger energy drinks are more or less the same. They are mostly available in two forms and in two shapes, one in a round shaped plastic bottle (250 ml) and another in cylindrical steel can (250/270 ml). They all taste sweet, expect from Tiger and Boost; which tastes sour as well. iv. Quality: Speed, Tiger, Shark, Boost and Sting have been maintaining a good standard of quality by providing the adequate amount of energy to their customers and helping them to deal with strenuous activity. However, no matter what the quality level is; over consumption of energy drinks can always prove harmful for human beings (even though they might be alcohol free). Augmented Product– There is no after-sales service, delivery service or product support for these perishable products (like – energy drinks). Labeling– Labeling is the most important part of every energy drinks. It informs about the ingredients of the product, who made the product, safety issues regarding the product and the web address of the company. Speed, Tiger, Shark, Sting and Boost all maintain an informative and trendy labeling to help their customers to make the right choice. Their ingredients contain Carbonated Water, Carbonated Sugar, Vitamins, Preservatives, Colors, Antioxidant, Sodium Benzoate, Ca-D-Pentothenate, Citric acid, Tartrazine Yellow and many other things according to the standard or permissible level. They even mention on their labeling that, it can be harmful for children and pregnant women. However, they are manufactured by different companies. ‘Speed’ is manufactured by Food And Beverage Limited, ‘Shark’ is manufactured by Global Beverage Company Limited, ‘Sting’ is manufactured by Transcom Beverage Limited, ‘Tiger’ is manufactured by AST Beverage Limited and ‘Boost’ is manufactured by Boost Drinks Limited. Brand Positioning – One of the challenging things for the energy drink companies to do is, to create a permanent place in the customers mind about a particular brand. To do this, all of these energy drink companies need to locate their brands at 3 levels – i. Product attributes ii. Benefits iii. Beliefs and Values. i. Product Attributes: Even though Tiger, Speed, Shark, Boost and Sting all have the common color of the drink yellow; their smell is very different from each other. Boost tastes sour, Tiger tastes both sour and sweet, Sting tastes like strawberry and both the Shark and Speed taste sweet. ii. Benefits: The common benefit any consumer can gain from having an energy drink is, ‘spiritual force’ which will make them more active in their daily life. Still, every energy drink has it’s own way to inform about their benefits to their loyal customers. ‘Royal Tiger’ benefits their customers by recharging their energy physically, ‘Boost’ helps their customers with being more efficient, ‘Sting’ provides their customers with vitamins and other nutrients, ‘Shark’ strengthens the stamina of their customers and ‘Speed’ increases the concentration and performance level of the individuals who are consuming it. iii. Beliefs and Values: Satisfaction comes from the core belief that consumers hold in their minds about a certain product. Customers believe – ‘Sting’ and ‘Tiger’ will give them satisfaction with better taste, ‘Boost’ will boost their energy, ‘Shark’ will give them real power and ‘Speed’ will help them gain extra speed. This way customers share their different beliefs and value for each energy drinks differently. 1. 3: Price Analysis– Size of the Bottle Product Name 250 ml 270 ml 330ml Speed 25 BDT Shark 25 BDT Sting 25 BDT Boost Tiger 25 BDT Size of the Can Product name 250 ml 270 ml 330 ml Speed 30 BDT Shark 35 BDT Sting -Boost 170 BDT Tiger 30 BDT 1. 4: Promotion Analysis Promotion : Advertising is the most crucial part of a company’s marketing mix. It is the first step to inform and aware the general public or the target group of customers about a product a particular company is offering. The five energy drink companies – Speed, Tiger, Shark, Sting and Boost; all of them are between the introduction and growth stage of their product life cycle. At this stage they are only informing the customers about their product including their benefits. Basically all the companies are following the same way to promote their products and these are some of the most common media channels used by them for doing promotion – television, radio, newspapers, magazines and internet. Target Group: Energy drink companies mainly target the major districts of Bangladesh. The local companies, like – Speed, Tiger have distributed their products in rural areas as well to attract a huge number of customers. Energy drinks are mainly used by the people who are between the age group of 16-30, because they comparatively need more energy in every step of their lives. So all of the companies aim to target them and make the product according to their needs to deliver complete satisfaction through their energy drinks. Their product is priced quite cheaply, so that people of different classes can buy them. Most of the energy drinks are claimed to be halal while considering the religious and social issues of Bangladesh. Message and Effect of the advertisements: Message (Add Story) Each company make their advertisements differently even though their motive remains the same, which is to inform the customers about the product. Here are some of the advertisement stories of the five energy drink companies – 1. Speed In one of Speed’s advertisements, they have shown some guys were trying to get up on a bamboo for the whole day without getting tired. Their motto is ‘Heavy Energy’. In other words, they are using emotional appeal. In newspapers, they post a picture from the screen shot of their advertisements and use the same motto, so that people can get a clear brand knowledge. They do not have any brand ambassador for their product and they are constantly sending out the notion to their consumers how Speed can let them gain unlimited energy. 2. Shark There is an advertisement of Shark ‘20 takay Dhaka’, they showed a guy kicked another person from Chittagong and sent him to Dhaka after having Shark energy drink. They are using the motto ‘Real Energy, Real Power’. In their advertisements they use the rational appeal to attract customers. They have no brand ambassador, because they are not still going for intensive or aggressive promotion. 3. Sting -. In the television advertisement there was one young boy who went to a shooting spot with the hope of being a superstar. On that time one director was taking the shot of riding a motor cycle on that spot. Showing that the young boy moved forward to do that shot but the director did not allow him and insulted him that made the young boy very frustrated. After that the director was supposed to make that shot with the hero but unfortunately the hero failed to ride the motor cycle. Then the director asked the crowd who could do the shot. The first young boy showed up the courage and did that shot in a fantastic way. Everybody praised him a lot. They started celebrating the happiness together by dancing with sting energy drink. They were singing â€Å"Sting, Sting, Sting –Ullasher Shuru Ekhanei†. They are using rational appeal in their advertisements In the radio advertisement they play the same jingle. In newspaper the marketers use the picture of 250ml bottle of sting energy drink and write their jingle. They give the same ad in magazines too. In billboards and posters, the marketers add the picture in a big way that they use for newspaper and magazine. 4. Boost In one ad they have shown that a young guy, probably of age 20 was walking along the roadside, on the background rap music is going on (sign of young generation). The lyrics was talking about getting energy, confidence and success. The guy had his neck tattoed and wore a sunglass, showing the style of recent youth fashion. He went into a departmental store, went to the refrigerator, there were other drinks (e. g. red rooster and red bull); but he picked up BOOST, then he paid for it, got out, drank it and got himself recharged and the soundtrack was saying as if he could fly now. So this is one example of their rational advertisements. They have not used any brand ambassador yet for their product in Bangladesh, and these two advertisements are not even shown in Bangladeshi channels, they are only available in You tube. 5. Tiger The tiger energy drink has only one advertisement which is very popular. The brand ambassador Aiyub bachchu is the model for the advertisement. The advertisement showed that, when the popular singer Aiyub Bacchu attended a party, the audience requested him to sing a song. But at that time Aiyub Bacchu felt tired and bored. So he needed to recharge himself to get energy. So he took tiger and then sang a song with more power and energetic voice. In this way they try to attract customers by using the rational approach. They also do radio advertisement with the song of Aiyub Bacchu. In billboard advertisement they promote their motto ‘Recharge Yourself’. Effect – Different advertisements effect’s consumers differently. In general, all of these advertisements encourage people to buy their products. When people get satisfied with one product, they talk positive things about it, this way companies can enjoy the benefits of -word of mouth. Customers get to know through these advertisements how their everyday lives are going to be benefitted if they have these energy drinks. Personal selling: Personal selling is no longer considered as giving door to door service. It is a much wider concept nowadays. Companies not only their sell their product to the customers, they also build a loyal relationship with them. To keep on and for maintaining such a relation, companies must be ready to deal with different problems their customers have regarding their product. Unfortunately, none of these five energy drink companies do these in Bangladesh. They are more focused on advertising only. Sales promotion: In general, energy drink companies do not give any special discount on their product to boost their sales. Companies give incentives to their channel members to keep their product in the front line of their shelves, so that customers choose to have it by first looking at it. Sometimes they give energy drink on their own to the customers, because it make the customers feel the product is of high quality and that is why the salesman is offering it to them. Besides people generally do not look out for products those are kept behind the shelves, as it will be very time consuming. Advertisements do even contribute to generate the sales level sometimes. Though there are many other ways to promote sales, the energy drink companies mainly follow these two ways to carry out their sales promotion activity. Public Relation: To operate in this digital world it is very important for companies to maintain a good relation with both their internal and external publics, example – shareholders, customers. Some of the energy drink companies arranges concerts and sponsors television shows to interact closely with their customers. Example – last year Tiger organized one concert in Doha. Each of the five companies uses different and unique logos for their product. None of them are involved in doing conferences or giving press release. Buzz marketing is also a tool used by these companies to improve their relations with the general public and promote their product as well. Direct Marketing: Energy drink companies have their official websites, but their use is not very effective in Bangladesh. In huge shopping malls or in other areas, none of the energy drinks are available in vending machines. These products are not even sold by the companies directly over online or by using telephone. The only way they carry out direct marketing is through placing the advertisement videos in You Tube. The energy drink companies still lack good customer service, example – no service or facilities provided to give complaints or to share ideas about the product face to face with the customers. Promotion Mix Strategy: The demand for energy drink is not yet very high in Bangladesh. So all the manufacturers of these five energy drink companies use the push strategy. Manufacturers contract with wholesalers or retailers to pass down their products to their final consumers and also to encourage customers to buy the products. Sometimes manufacturers give incentives to the channel members to promote their product as well. Section 02: Marketing strategy for a new brand Figure: Spirit Energy Drink Figure: Logo of Spirit Energy Drink 2. 1: Introducing a new brand for energy drink After analyzing the present market condition of energy drinks in Bangladesh, we have come up with a new idea of introducing a new brand for energy drink. The name of our energy drink will be ‘SPIRIT Energy Drink’. This new energy drink will hopefully win the hearts of our target customers and please them with the new taste and value of our product that we going to offer. This energy drink will not only make people active physically, it will also motivate them spiritually to move ahead in their lives with confidence. The motto of our energy drink is ‘ignites you from inside’. With this motto we will give our customers the idea of how Spirit energy drink can add more liveliness in their lives. The name of our company is Spirit Beverage Limited and we are using ‘Spirit Energy Drink’ as our product’s logo. We have used picture of a guy inside the logo to show our customers what we are trying to say through the motto.roductinkurny is gy of Shark and make them more active. customers tend to buy more. 20202020202020202020202020202020. 2. 2: Design marketing strategy for the new brand i. Segmentation We will segment the market of Spirit energy drink on the basis of geography, demography, psychography and behavior. Geographic Segmentation: We are going to serve Spirit energy drink mainly for the people of Bangladesh. We will offer Spirit energy drink within the different territories of Bangladesh, like- Dhaka, Chittagong, Rajshahi, Barisal, Sylhet, Rangpur and Comilla. We will be selecting these territories because these are the biggest district of Bangladesh and most of the people live in these places. We will offer our product throughout every individual district, starting from the departmental stores to the small local and street stalls. We are offering Spirit both in urban and rural areas as well. Demographic Segmentation: Our market will be divided into groups based on variables such as age, gender, family life cycle, occupation and education. We are going to offer our product to both male and female who are between the ages of 15 to 30. We are especially offering the product to the university going students, corporate persons and athletes too. Our product will be for the people of all religion as it will be product is 100% halal. Psychographic Segmentation: Spirit energy drink is for the classes of people who fall under upper lowers, working class, middle class and upper middles. We are going to use personality variables to segment market like the gregarious and ambitious people. Behavioral Segmentation: We will be segmenting the market of Spirit energy drink on the basis of occasions and benefits. In summer it remains very hot in the middle of the day and for that time we will give a special offer to the customers called â€Å"Make Your Mind Cool†. People will get the same energy drink at a lower price during this time. We will give people other benefits like- we are not using preservatives in our product and our product will be convenient for the customers. ii. Targeting We will target our market within the segmentation. We are mainly targeting Dhaka because, it is the capital city of Bangladesh and highly populated and urbanized. Within Dhaka, we are targeting mostly the teenagers and adults who are the university students. Female students are going to be a part of it too, because the size and growth rate of this segment is high. As there is going to be other substitute products and tough competitors of Spirit energy drink in the market, we will offer our product directly by setting some temporary stores of Spirit energy drink inside the campus of some big and renowned universities. This will help us gain competitive advantage over our rivals and make people aware of our product. We will explain about the benefits about our product and give other information’s regarding our product. Making people believe that our product is different will be our main target. We will offer the same product at the same price to all our segmented customers. iii. Positioning Our product’s motto is â€Å"Ignites you from inside†, by this motto we are trying to make people believe that, Spirit energy drink encourages people to move on no matter whatever situation they face in their lives. Our product will always remove the frustration from both their body and soul. Spirit is alcohol free and will be made and designed attractively to attract our customers. In this way we will differentiate and create a unique image of our product in our consumer’s mind. iv. Marketing Mix (4p) ? Design and description of the product Customer Value and Brand Name: The first thing that we are considering about our product before we place it in the market is, it’s core benefit or core values. Customers always seek out for the benefit and the reason behind buying a product. They always value the experience they get after using it. In order to enter the market and establishing our brand successfully, we are going to provide the most refreshing and unique energy drink; which will spread liveliness and create more excitement in our customers life. They will not only buy one Spirit energy drink, they will buy one reason to hold on to being strong and face everything with more spirit in their lives. The brand name of our product is–‘Spirit Energy Drink’. We have named our product Spirit because it is easy to remember and meaningful at the same time. It will help the customers to distinguish and compare our product from others. Product Features and Design: Our energy bottle will be made in the shape of a space shuttle, with a combination of red and black color to give the igniting image. We will design our can just like other energy drink cans, which is made up of steel body with a cylindrical shape. In the middle of both the can and bottle, the name of our product will be written horizontally. The whole bottle and can will be black in color and the name written in pearl white. The shining stars above the name will give it a glowing and sparkling image. The guy standing in the middle of the name will exhibit the idea that Spirit energy drink has the ability to bring back everyone from darkness and add new value to their lives. Like all other energy drink, Spirit’s taste will be sweet and sour and the color of the drink will be red wine color. Packaging and Labeling: We plan to do very careful and colorful packaging to attract our target customers. The products are going to be well packaged and covered so that it stays protected in every condition. All the necessary information’s will be written on the body of bottle and can. Packaging will be done in two ways: 1. Plastic bottle – 300ml (Normal Packaging) 2. Steel Can – 270ml (Prestigious Packaging). Necessary warnings will be provided, like –it might be harmful for pregnant women and children. Manufacturing and Expiring dates will be written on the covers to warn the consumers about the product’s validity. Most importantly, the ingredients we are going to use are Carbonated water, Refined sugar, Sodium Citrate, Sodium Benzoate, Vitamin B3, Vitamin B6, Touraine, Citric Acid, Preservatives, Antioxidant, Ca-D-Pentothenate, Tartrazine, Mixed Fruit Flavor, Food Grade Flavor, Food Colors. There will be a Nutrition Fact chart too, describing the nutritious contents. Energy80 cal. Proteino gm Saturated fato gm Total fat o gm Sodium 20mg Sugar20 gm Carbohydrate 20. 5 gm Cholesterol0 gm Dietary Fibero gm Product Quality: Providing our customers with the best quality of energy drink is our prime purpose. We have made sure that our energy drink does not contain any harmful substances. It is alcohol free and free from every possible harmful effects. With the amazing taste and other attributes, we assure that our customers will be satisfied and buy Spirit more frequently. Design of pricing policy. Spirit is at the introduction stage of it’s product life cycle and we know the competition of energy drink companies is rising day by day in Bangladesh. We will use cost-plus pricing for Spirit energy drink, considering the present market and demand for energy drink. Though the demand of energy drink in our country is increasing with time, our product is still under pure competition, as there are already some other energy drinks in our local market. We will also consider competitors strategies and prices, how they set their prices and how much they charge from the intermediaries and consumers. We will focus on our target customers willingness and ability to pay for an energy drink. After considering the above issues we are charging 35tk for 270ml can and 30tk for 300ml bottle from our customers. For the 270ml can, our production is 30tk and after setting a standard markup to the cost we will be charging 32tk from our wholesalers, wholesalers will charge 33. 5tk to the retailers and finally the retailers are sell the drink at 35tk o the customers. For 300ml bottle, our production cost per bottle is 25tk and after setting a standard markup to the cost the wholesalers will buy each bottle at 27tk from the us. Wholesalers will charge 28. 5tk to the retailers and finally the retailers will sell it at 30tk each bottle to the customers. In short, we are charging the price for our product moderately to attract huge number of customers to buy it. It will help us to maintain a minimum level of profits for operating and keep running our business. Design of promotional activities – Advertising: For creating awareness and informing the consumers about our product we are going to advertise in more than one media. Our target is to do mass promotion to cover the maximum number of people in Bangladesh. Some of the major media channels through which we will be advertising are –television, radio, newspapers, online media and billboards. Television and internet are the most fastest and effective media channels to promote product, as most of the people spend their time on these. Newspapers though have high believability, do not last for a long period of time. Starting from the poor uneducated people of our society to the educated ones, everyone listens to radio. Therefore radio is also a very effective way to reach a huge number of customers at the same time. Add story While broadcasting on television, we will show a random university student is sitting on a chair and lost deep inside at the sheer thoughts of failing in exam. Then suddenly one of his friends will come to him and give him a Spirit energy drink. After having the energy drink the boy will jump off and scream energetically that he is not going to give up. He will get motivated and feel more energized while doing his studies. He will realize that he can study longer and give more concentration in his studies after drinking the Spirit energy drink. Then finally when the results come out, he will do the top result in his university. He will then become extremely happy and appreciate how Spirit energy drink has helped him to achieve this success in life. This way we will draw conclusion to the add. In newspapers and billboards we will use the same boy, who will be smiling and holding a Spirit energy drink; conveying the same message about our product’s motto. In radio channels we use the same jingle which we will show in television. As we are launching a new product in the market, we want to deliver the same message to our target customers. It will help them to get a clear and specific idea of our brand and what we intend to provide. Our advertisement is designed in both emotional and rational way. Emotionally we are showing the customer, they can move on in their lives with the help of Spirit and rationally we are giving them the idea that Spirit energy drink is good for their health, as it increases concentration and strength. Sales Promotion: Sales promotion is another major step we will carry out to encourage our customers to purchase our product more frequently. Sales promotion can be done in many ways – giving discounts, giving lotteries, pop-up adds, etc. We will give incentives to the people of our channels to keep our energy drink in front of the shelves in all the stores we are going to supply. Consumers buys the product that are kept in front side, because people have an idea that good quality things are always kept at the front and they will not want to search for other product as that would be time consuming. In times of special occasions like Eid, we will announce special discounts or extra offers. We will sell our products in front of colleges, universities and major shopping malls. Therefore we will be exposing our product more to the public and will gain higher chances of selling our product, thus making more profits. Besides, none of our competitors are doing these things, so we can gain competitive advantage over them as well. Personal selling: Energy drink is a convenience product, and it is quite impossible to reach the mass people by employing thousands of employees for selling our product. This process is very slow and expensive. So we will not be selling our products personally. We will employ experts in offices, who will deal with customer’s view’s and problems. This way we will personally provide/sell our service them beside selling our product. Public relations: At the very first stage we will arrange a press conference to inform everyone about our product. Press media is very crucial, as interacting with them positively will encourage them to promote our product more creatively and positively to our customers. This way we can also have competitive advantage over our competitors. We will organize different concerts and sponsor television shows, this will give us an open platform to interact more closely with our customers and build a strong relation with them. Direct marketing: We are planning to open a Facebook page along with our official website where we will encourage people to share their views about our product. This will help us to keep track of our customers reaction towards our product. None of the other energy drink companies are doing much of these activities, so it is an easier way to grab a huge number of customers and market share this way. Online marketing is therefore more efficient and fast way of direct marketing in terms of receiving our customers reactions, complaints and comments and adapting to those changes to keep surviving and growing. Promotion Mix strategy: We will use push strategy for Spirit energy drink. Contracting with different wholesalers and retailers will help us to provide adequate supplies in every convenient and targeted locations. We will give them incentives to promote and supply our product more frequently to the customers. Design of distribution activities- We will go for intensive distribution for Spirit energy drink, because we want to provide stock our product in as many outlets as possible. We want to ensure that our products must be available where and when consumers want them. As our product is new in the market, we will directly offer our product to the target customers. We will be offering our Spirit energy drink to the customers through wholesalers and retailers. Within our limited resources we cannot afford to have our own distribution facilities, like warehouses and showrooms and to hire sales people and support stuffs. We would rather contract with the wholesalers, so that they will take those extra costs and risks. Our target customers are the young university students, that is why we are contracting with retailers.

Influences to Become an Ik Essay Example for Free

Influences to Become an Ik Essay In Lewis Thomas’s essay â€Å"The Iks†, the Iks are described as cruel and detestable human beings. Iks grew up in their own ideal society as nomadic hunters and gatherers, but were soon forced to change into farmers on a poor hillside soil. After that, the Iks created their own views of how society acts to defend their self in their unworkable environment. The Iks treat their children as labor workers because they are put to work once they are able to walk. They desert their elders to starve and the children steal their food. The Iks breed without love or care for each other, which makes the breeding seem like a way to just increase their population. The only joy they get from life is by laughing at other people’s misfortune. Another bad quality they have is that they defecate on other people’s doorsteps. The Anthropologists believe that the Iks are cruel and detestable characters. However, Thomas believes that the Iks became who they are by copying that behavior from other groups. I agree that everyone has Ik characteristics from the influence of others. For everyone to have inner Ik characteristics, it would have to be from the influence of others. As Thomas states, â€Å"Cities have all the Ik characteristics†(82). Cities are a big influence because everyone watches or reads news about how they treat each other and others. They portray Ik characteristics on themselves or others. Thomas states that cities have the same qualities as Iks because they also have greedy and heartless characteristics, and they could have been an influence on the Iks. Cities portray Ik characteristics on their own or on others. The people living in the cities desert their elders in a less harsh sounding way, by sending them to senior centers. Senior centers are similar to deserting elders because one pays another to take care of their elders, so they do not have to deal with them. Cities also laugh at other people’s misfortune. In addition, cities also defecate on other properties. They ways that they defecate on themselves are by littering. People litter all over the environment, where the cities had to take action and create laws that would punish those who litter. To show a cleaner environment to others, rules are made to stop people who do not care about the environment. In addition, Thomas says, â€Å"No wonder the Iks seem familiar. For total greed, rapacity, heartlessness, and irresponsibility there is nothing to match a nation†(82). A nation strives to protect themselves and for other nations to respect their area. However, war is a big factor on how the Iks are cruel to others. There is only fighting and distain between the nations that are in war with each other. For example, â€Å"†¦editorials in every American and European newspaper and magazine of note adding to this vocabulary of gigantism and apocalypse, each use of which is plainly designed to inflame the reader’s indignant passion as a member†¦Ã¢â‚¬ (105). This shows that the news is a big factor on how the citizen of the nation acts. If the news says how despicable one country is, then all the citizens would believe the same and act angrily towards them. All these characteristics are ways that influence how the Iks act towards each other in their own society. Thomas’s ideas are true because people grow and change from watching the actions of others. Especially, with how they were treated and forced to change their lifestyle. This rude and forceful way of changing them are also factors in the Ik character. People hold Ik like characteristics from different kinds of entertainment and how others typically react to it. The only enjoyment Iks get in life is from laughing at other peoples’ misfortune. This is portrayed in current society through the media, such as movies or television shows. Recently I watched the movie Jackass 3D because my friend went to go see it. This movie directly relates to how Iks get enjoyment from other peoples troubles. The whole movie was about a group of guys doing stupid and harmful activities to make the audience laugh. The movie did bring some laughter out of the audience, but there were also scenes that were shocking or displeasing to watch. However, the whole point of the movie was the make the audiences laugh by watching their misfortune. There are also video clips on YouTube with similar concepts. Even though people in the videos get seriously injured or die, there are still people that find enjoyment from watching it. These are all characteristics that can influence others to hold the same characteristics as the Iks. As Thomas believes, the Iks would have to have some sort of influence to become the way they are. Overall, I agree with Thomas that the Iks were influenced by some outer group to become the way they are. People grow up with different characters depending on how their society lives and acts towards others. Cities and nations are a big influence to how people act towards one another. They also influence each other on what is funny to laugh at. Without the influence of others, movies like Jackass 3D would not even be a movie if they did not know that people enjoy laughing at their stupid activities. In addition, the Iks were treated badly by the people that forced them to change their lifestyle. These traits are the sorts of ideas that give people Ik characteristics.

Impacts Of Global Fuel Price Fluctuations Tourism Essay

Impacts Of Global Fuel Price Fluctuations Tourism Essay The fuel prices are determined by the crude oil prices. In order to produce fuel and other petroleum products, the main raw material used is crude oil. (Chevron Corp, N/A) The prices of crude oil are determined by the market force of demand and supply. If there are grows in demand or disruptions in supply of crude oil, then the market will adjust by increasing the price of crude oil, subjected to the changes in demand or supply. One of the most recognisable causes of fluctuation in fuel prices is disruptions in the supply of crude oil in the market. Political instability is one of the factors. Majority of oil producer countries are in the emerging regions, where disruptions in supply of crude oil always happened and affecting the price. (Chevron Corp, N/A) Besides, shortages of supply can be resulted from a sudden refinery outage or maintenance and pipeline problems. On the other hand, the rise in the price of crude oil is caused by the increase in international energy demand driven by strong long term economic growth especially in non-OECD countries. According to the U.S. Energy Information Administration, make a projection that in between 2006 to 2030, there will be a dramatic increase of 44% in the total world consumption of energy. (Caltex, N/A) Adding together political instability, disruptions in the supply and growing demand for crude oil cause the price of fuel to be volatile. (237w) To manage airlines companies, the management will try to minimise any cost associates with the company. According to Air Transport Association, 25.4% of airlines operating expenses were contributed by fuel. As the fuel price becoming increasingly volatile, airlines industries will face risk in rising fuel price and one of the ways to get rid of the risk is by hedging the fuel price. Hedging is a risk management tool that allows airlines to lock in a price for fuel and protect them from the risk of soaring fuel price in future. Neeraj Kapoor, Go Air spokesperson commented that aviation fuel pricing in certain region like India does not favour hedging, but recent hike in fuel price make them reconsider on hedging their fuel. (Kabtta, K, 2008) On the other hand, South West Airlines, which hedged about 70% of its fuel, got to consume it at a lower price of $51 a barrel, compared to the market price of $135 per barrel. (Kabtta, J, 2008) Besides hedging, airlines usually will increase the price of its fuel surcharge. Fuel levy or fuel surcharge is the additional cost to the fare, imposed on per ticket basis in order to retrieve the rising price of the fuel. (Koch, R, 2010) As for example, Virgin Blue had decided to follow Qantas action of increasing fuel surcharges due to the spike in global fuel prices. (Oà ¢Ã¢â€š ¬Ã¢â€ž ¢ Sullivan, M, 2011) In short, an airlines company could avoid the surge of global fuel prices by either hedge the fuel price with any hedging instrument such as options or increase the fuel surcharge on the passenger. (268 w) Now let us examined what are the possible impact that fuel price volatility may bring to the airlines industry and suggestion for the airlines company in dealing with this crisis. As we had discussed above, a surge in fuel prices will directly hit the airlines industry as the rising in cost of fuel will result in increase on the cost of operation. Besides, fuel prices are determined to have a relationship with economic recessions. Soaring fuel prices will trigger higher inflation which later be cooled off by monetary policy. As a result, demand for air travel will decline. Despite facing such challenge, there are airlines that determined enough to go against the tide by trying to reduce costs as well as implementing new strategies to be more competitive. Most of the airlines resorted in drastic action by firing some of their employee in order to cut cost since labour cost contributed almost 24.7% out of total operational cost. (Air Transport Association, N/A) As for example, due to s udden hike in fuel prices, Qantas determined to cut down the number of its employees. (Hannan, E, 2011) While other airlines company trying their best in finding new strategies in order to stay competitive with other airlines. For example United Airlines strategy is to use software developed for flight planning to choose the best route and speed of flight. (Wilen, J.2008) Another good example is Cathay Pacific where they decided to opt towards more fuel efficient aircraft such as Boeing 747-8F and Boeing 777-300ER other than issuing fuel surcharge on tickets to cover for soaring fuel prices. (Cathay Pacific Airways Limited 2010)In brief, increase in fuel prices may impact the airlines industry directly or indirectly and there are several ways to face this issue.(291) In summary, airline industry has been badly affected by the rising fuel prices. The industry is losing both customers and revenues. Some airlines are trying to go against the tide by reforming themselves, but to a limited success. These airlines are working hard to reduce cost and implement new strategies to win back customers. While the world is still in recession, those efforts have started to show some good results. As such, it is possible to see airlines will bounce back and recover from bad financial conditions sooner.(88)

Life at an All Boys School Essay -- Personal Narrative, essay about my

I hadn't planned on going to a private school; in fact the idea disgusted me. My sister tried it for an entire four days, then she quit and went to a public school with all of her friends and never looked back. I guess that I thought the same thing would happen to me if I ever went to a private school. Â   In the spring of seventh grade, my parents made me take the acceptance test for McCallie, the all boys private school full of rich snobs, nerds, and especially queers. I didn't know much about the school except that none of my friends went there and all of the gossip(which turned out to be false)from my friends about turnng gay from being around only boys and no girls. Nevertheless I took the test and was excepted much to my dismay. Â   The first question that came to mind was what it would be like to go through the entire school day without seeing a single member of the opposite sex. My entire career as a student involved girls, from when I was real little and hated being chased by them on the playground, until I was the one doing the chasing. Having a girlfriend meant seeing her all day, everyday. You could really tell the boys who had girlfriends because they always came to school looking their best for their girl, the single boys came looking sloppy. Â   Before school started, I went to a McCallie-GPS dance that an old friend invited me to. Here was my chance to meet the new set of girls that I would get to know for the rest of my high school life. What a disappointment. They were nothing in comparison to the pretty Signal Mountain girls that I had grown up with since I was three. Not that they were that much more unattractive, but that their personalities were so much dif... ... of gays at McCallie as there are at these other schools, but they keep it to themselves for their own good. I guess it's more excepted when you go to a co-ed school of thousands. Â   It's hard to imagine McCallie as a co-ed school. I would probably do more staring than studying. Boys would come to school actually caring about their appearance. Perhaps the worst that would happen would be that level of learning would go down. Â   Life at an all boys school is a real learning experience. Classes without girls, boys who are different from the excepted norm are afraid to be themselves because people like me wouldn't want to be around them, and an easier and better way of learning is what a boy will find at an all boys private school. So if your a boy who plans to attend an all boys private school, don't believe everything that people say.

Cocaine :: essays research papers fc

  Ã‚  Ã‚  Ã‚  Ã‚  For many centuries people have used different drugs for various reasons. Depending on which decade you are in there are particular drugs of preference and abundant usage. Cocaine is most commonly used among 18-25 year olds rather then other age groups. I chose cocaine because it is what effects people my age most commonly.   Ã‚  Ã‚  Ã‚  Ã‚  Cocaine was first used in the late 1800’s as a local anesthetic during surgeries. Cocaine is considered the most potent stimulant of natural origin. Cocaine can be used in many different ways. Snorting cocaine is the quickest way to use the drug. The drug is snorted through the nose and absorbed by the nasal tissues and spread through the blood stream. The quickest way to feel the impact of the drug is through injection. The drug is directly injected into the bloodstream causing immediate effects. The last way is inhalation. Cocaine can also be smoked by which it is inhaled into the lungs then into the bloodstream. Inhalation can be as rapid as injection. Another form of cocaine is known as crack. Crack is processed with ammonia or baking soda and water; it is then heated to a smoke able consistency.   Ã‚  Ã‚  Ã‚  Ã‚  According to Office of National Drug Control Policy (ONDCP) in 2002 there were an estimated 1,059,000 new cocaine users in the United States. The average age of those who first used cocaine during the year was 20.3 years. Sadly in 2003-2004 approximately 34.9 million Americans over age 12 had tried cocaine at least once. The numbers are sad and shocking but amazingly continue to increase throughout the years.   Ã‚  Ã‚  Ã‚  Ã‚  Many health factors and risks arise with the use of cocaine. Cocaine is a central nervous system stimulant. Physical effects of cocaine use include constricted blood vessels and increased temperature, heart rate, dilated pupils, increased energy and increased blood pressure. Cocaine use in its early stages is often hard to detect. Some of the signs of possible cocaine use are, nosebleeds, lose of appetite, stealing from loved ones for money, and lying. A cocaine user, once dependant, will experience stomach cramps, increased heart rate and random cold sweats. Some other long-term effects of the use of cocaine are paranoia, irritability, restlessness, auditory hallucinations, mood disturbances and many others. Users may also experience feelings of restlessness, irritability, and anxiety (NIDA). Many people who inhale the drug may suffer from acute respiratory problems including coughing, shortness of breath, and severe chest pains with lung trauma and bleeding.

Comparing Jane Eyre and Yellow Wallpaper -- Comparison Compare Contras

Similarities Between Jane Eyre and Yellow Wallpaper   Ã‚   There are notable similarities between Charlotte Perkins Gilman's The Yellow Wallpaper and Charlotte Bronte's Jane Eyre. These similarities include the treatment of space, the use of a gothic tone with elements of realism, a sense of male superiority, and the mental instability of women. There is a similar treatment of space in the two works, with the larger, upstairs rooms at the summer lodging and at Thornfield Hall being associated with insanity and the smaller rooms below being safer and saner. Gilman's narrator expresses an early desire to move downstairs to a smaller, saner room, but her wish is ignored. Large rooms become haunted rooms in both stories as typified by the room with the yellow wallpaper, the Red Room, and the third floor room beyond which Bertha is confined. Both works contain gothic elements, but there is a conscious effort on the part of both narrators to dispel the gothic tone with elements of realism. Gilman's narrator begins to describe her eerie summer lodgings, but notes "there was some legal trouble with the heirs and co-heirs... That spoils my ghostliness, I am afraid" (11). Jane likewise is both affected by and resists the supernatural. For instance, she notes along with Grace Poole's fantastic laughter, her affinity for beer. However, the most notable similarity between the two works is the presence in each house of a "madwoman in the attic" (to borrow from Gilbert and Gubar). In the case of Gilman's narrator (unnamed, but with one ambiguous reference that it may be Jane) and Bertha, madness id the result of traditional Victorian marriages, from which both transgress. Clearly implied in Gilman's text and interpretable in Bronte's ... ...e Perkins. The Yellow Wallpaper. New York: Feminist Press, 1973. Golden, Catherine, ed. The Captive Imagination: A Casebook on "The Yellow Wallpaper." New York: Feminist Press, 1992. ------. "The Writing of 'The Yellow Wallpaper': A Double Palimpsest." Studies in American Fiction. 17 (1989): 193-201. Haney-Peritz, Janice. "Monumental Feminism and Literature's Ancestral House: Another Look at 'The Yellow Wallpaper'" Women's Studies. 12 (1986): 113-128. Kasmer, Lisa. "Charlotte Perkins Gilman's 'The Yellow Wallpaper': A Symptomatic Reading." Literature and Psychology. 36, (1990): 1-15. Lodge, Scott. "Fire and Eyre: Charlotte Bronte's War of Earthly Elements." The Brontes: A Collection of Critical Essays. Ed. Ian Gregor. Englewood Cliffs, NJ: Prentice Hall, 1970. 110-36. Maynard, John. Charlotte Bronte and Sexuality. Cambridge: Cambridge UP, 1984.

Instant Noodles market

Maggi losing instant noodles market share in India to new entrants * NEW DELHI: Maggi instant noodles, foods major Nestle's flagship brand that has dominated the Indian instant noodles market for nearly three decades, is losing market share on a monthly basis to newer entrants such as GlaxoSmithKline's (GSK) Horlicks Foodles, Hindustan Unilever's (HUL) Knorr Soupy noodles, Big Bazaar's Tasty Treat, Top Ramen and several other smaller players, according to data by market research firm Nielsen.The data shows that Maggi's share of instant noodles, on an all-India basis, across urban markets, has slipped consistently between December '09 to July '10. While Maggi instant noodles (minus vermicelli) had a 90. 7% share in December '09, the share dropped to 86. 5% in July '10 on an all-India basis. A regional split of the data shows that Maggi's instant noodles' value market share has fallen across the east, south, north and west zones for the same period.Analysts say with new competition, Ma ggi's market share is certain to get impacted , but add that Nestle has the potential to expand the Rs 1,300-crore instant noodles category – which itself is growing at a rapid 15% annually. A detailed email sent to Nestle on Thursday elicited no response. Apart from HUL and GSK which have positioned their noodles as ‘healthy' snacking options targeting kids and mothers, others like Indo-Nissin's Top Ramen, Capital Foods' Ching's Secret and CG Foods's Wai-Wai , though around for long, are stepping up marketing efforts to take advantage of category growth.Besides, private brands like Big Bazaar's Tasty Treat and Aditya Birla Retail's Feasters are notching up share. Manoj Menon, FMCG analyst at brokerage firm Kotak Securities, wrote in a report earlier this month: â€Å"Maggi faces product substitution risk and brands like Knorr and Foodles could potentially impact its incremental growth. Nestle faces a challenging competitive environment in culinary. † GSK, which entered the category in December last year, has taken away share from Maggi mainly in the South and East riding on the equity of Horlicks and its well-entrenched distribution in the regions.GSK's executive VP, marketing, Shubhajit Sen, said: â€Å"Consumers were looking for a choice in instant noodles; combined with that, the equity of Horlicks is leading to a lot of trails. The initial response to Foodles is much higher than our expectations. † On the other hand, HUL, which rolled out Knorr Soupy noodles in the South this February, had to postpone the brand's national launch due to capacity constraints because of heavy consumer offtake.An HUL spokesman said: â€Å"We are very pleased with the performance of Knorr Soupy noodles. † Private brands are whetting appetites of consumers too. According to Devendra Chawla, business head, private brands, Future group: â€Å"The category boundary is set to be re-drawn. From a snack food targeted at children, instant noodles cat egory has evolved as a mainstay meal even for grown ups. † Mr Chawla said Tasty Treat was the second biggest instant noodles brand in its Big Bazaar stores after Maggi.The brand packaging was revamped last year and Future plans to roll out additional variants in a month's time taking the number of variants to nine from the existing three. There are some who leads called leader and there are some who follows, called follower. Maggi has been a leader for decades and it is Maggi who educated Indian consumer about noodles. Of course, their market share might got depleted in course of time, by the entry of some very big players but Maggi will not sit silent. They will also reinforce their activities which will ultimately benefit the consumer.People will definitely taste for a change, but I view it is very difficult to change ones taste bud and the top of mind game, as Maggi has become a generic name in India for their long presence. Maggi is one of the largest and oldest instant fo od brand in india. Maggi will remain no one brand though increase in market of instant food category secondly people those who are grown up with this brand will remain loyal with its unique test. Tasty Treat started without any major noise and over time has become a large brand in Big bazaar.Need a case study how retailer could do such magic and create brand in such tough categories Category is going to see lot of actions it seems, retailers are also getting thier act right with thier Private Labels . seems a good battle in the offing. if loyalty is the only aspect, then why have so many new product variants (capsicum, sweet and sour, sambhar,etc) from maggie not hit the mark.. GSK and HUL are definitely offering better value proposition and competition as well.. remains to be seen how nestle reacts..Maggi Noodles Is Manufactured By Nestle Marketing Essay Background – Maggi Noodles â€Å"In the last 20 years we have Just asked 2 minutes of your time†. The Brand which c learly comes to mind on first recall is Maggi Noodles. Maggi Noodles is manufactured by Nestle under instant noodles portfolio. It was introduced with Maggi 2 Minute Noodles in India in 1982 when the only place to get noodles was Chinese restaurants. Maggi has undoubtedly has been the lifeline of many teenagers when in home or away from home. Maggi, as a brand, has seen many competitions in its Lifecycle.The brand has also diversified itself with launch of product ranges like soups, tomato sauce, seasoning, cup noodles, various flavours of maggi noodles like atta, rice, mized grains etc. Nestle remains its market leader position with 59. 84% of retail sales in India,2009 (Source: Euromonitor International). But its market share is constantly eroded by new entrants like GlaxoSmithKline Consumer Health with Foodles,Capital Foods with Smith;Jones Instant noodles, HUL launching its Soupy Noodles under Knorr Brand umbrella. Brand Identity – Kapferers Model Picture of SenderPhysiqu e – Yellow Coloured Pack, 2 minute Noodles, fast to cook good to eat, Maggi Logo, Healthy Snack between meals Relationship – Taste bhi Health Bhi, providing convenient food within 2 minutes with health and hygiene factor, caring and nurturing Reflection – Health Conscious individual who is Hard pressed for time, Young and Fun loving, living with family Personality – Enthusiastic, simple, uncomplicated, easily accessible, Fun loving, carefree, On the move, busy schedule Culture –Reliable, Innovative, Aspirant Lifestyle for rural areas, Sharing happiness, responsible Self-Image –Young, trendy, fun loving, Independent, Healthy inspite of Sedentary Urban Lifestyle Picture of Recipient Stages in PLC Maggi Noodles is currently in growth stage after passing through maturity stage for brief period in mid 1990s. Introductory and Initial Growth Stage Maggi Noodles brand was in introductory and growth stage in 1982 – 1990s. Maggi took advantage of its early movers advantage in closed economy scenario prevalent in India during 1980s. The brand faced less competition due to few similar products available in the market. Brand Maggi made best use of the time to increase its brand awareness by focussing on product advertisement.The communication which was initially mis-directed towards women was shifted rightly towards children ;16 years age group. Strong brand identity was created through iconic Yellow packaging. The pictorial representation of noodles with added vegetables helped strengthen the health factor. Umbrella brand Nestle provided the hygiene factor assurance. Maggi Noodles sponsored ‘Hum Log’, India’s first indigenous soap opera which began telecast on July 7, 1984. Maggi was launched with total advertisement slots of just 5 minutes during the breaks of serial which ran for over 156 episodes. This helped Maggi to establish as a popular breakfast and snack food across the country. This was also on e the first instances of introduction of Fast Food in India. Growth StageMaggi Noodles brand was in their growth stage in 1990s till late 2006 with brief period of declining sales due to faulty product innovation and formulae change from conventional maggi noodles in the form of launch of Dal Atta Maggi Noodles to noodles similar to TopRamen Noodles, noodles from stable of IndoNissinFoodLtd. Maggi was quick to revert back the original formulae to minimize damage. Product: New Product Variants like Atta Noodles, Mixed Grain Noodles and Rice Mania were introduced Source: http://www. maggi. in/maggi_multigrainz_noodles. aspx There was change in packaging for different variants of the noodles and launch of new variants Image Source: http://www. maggi. in/two_minutes_maggi_noodles. aspx Image Source: http://www. maggi. in/vegetables_atta_noodles. aspx Price Price was kept competitive with other launches in the market like Nissin’s Top Ramen PromotionMaggi was launched in different packages of 50 and 100 gms to increase the consumer base and attract the first time consumers Variants like Cuppa mania was launched to cater to mobile population, office goers Source: http://www. maggi. in/cuppamania. aspx Offering freebies like collectible foreign stamps, other freebies with maggi packs Maturity Stage Post 2009, there has been host of new entrants in the instant noodles market in India. ITC Launched its instant noodles under Sunfeast brand. GlaxoSmithKline consumer health and HUL also introduced instant noodles in 2010. The communication from Maggi has shifted from 2 minute noodles to Taste bhi Health bhi through introduction of variation in instant noodles.The competition has led to gradual fall in market share vis-a-vis other new entrants. New players are innovating in product packaging like launching noodles in circular shape so as to enable users to enjoy their noodles in full length. Market Scenario/Challenges Major challenge is to maintain the market leader ship of Brand Maggi in increasing market with varied new entrants having strong market presence in other product variants. To be increasingly viewed as the most preferred snack by new generation Strategy to increase Rural market share through launch of Maggi Rasile Chow targeting low income population Change of consumer taste from taste to health consciousMasala Flavour is the leading flavour in instant noodles in India All new players have also introduced masala flavour in their brand Chicken is the second favoured flavour followed by vegetable and tomato Horlicks Foodles claim to provide five essential vitamins in their noodles which forces the major market players to stress heavily on the health factor associated with their brands HUL Knorr Soupy Noodles claim to be healthy snack between meal for children Need for elaborate Market research for Maggi Brand on attributes like Brand Image, Prefered Price, Taste, packaging, Health, Availability, Ingredients, product variety etc. Step s taken at different stages Extensive media advertising to increase the consumer’s familiarity with new product launches Wider flavours/varients being offered to cater to wide range of consumers Increased product penetration through availability in supermarkets, hypermarkets and kirana stores Product line extensions and repositioned products launched to engage new and changing consumer demographics Market Research was conducted to understand theGeneral promotional strategies were implemented to increase brand visibility Events – Online Maggi recipe Challenge, innovative entries were compiled into e-cookbook Launch of ‘Me and Meri Maggi’ Campaign – enable consumers to share their experience with Maggi and creating a nostalgic effect by letting them share their moments with Maggi . Launching Maggi goodies like Computer Wallpapers and ScreenSavers to increase Brand recall , Website- http://www. maggi. in/ Preity Zinta was roped in for brand endorsement . Maggi was tried to position it as lively brand with zing Summary The Brand Maggi is strongly established as a Family Brand with crisp brand equity in Indian market. The brand has always been known to have the first movers advantage in the portfolios like noodles, ketchups, soups, sauce, etc.The parent brand Nestle has been the strong symbol of family, shelter and warmth which brand Maggi has innovatively capitalized. Evolution in communication Brand Maggi has changed its communication from convenience factors ie â€Å"Bas 2 Minute† to â€Å"Taste Bhi Health Bhi† to stress on health factors along with taste and convenience. There was a shift from TG from women to children as their consumers. To increase the Point of Purchase Sales, Maggi innovated in Shelf placing by placing Maggi in lower shelfs to increase the visibility by Kids who accompany their mothers to shopping. Maggi has launched Chota Maggi worth Rs 5/- to increase product trail.Maggi was positioned as â₠¬Å" snacks for between meals† to boost sales and attract new customers without changing their conservative food habits during meal time. Maggi also introduced contests for posting best recipes to be made with Maggi. The future of noodles sectors seem good with growth in retail sales of 19% in 2010 in value terms and forecasted to grow at12% CAGR over next few years. Being a sector with low entry barrier, the segment share is vulnerable to new entrants like in-house brands of BigBazaar retail chains of Future group, More of Birla Group, Star Bazaar from TataGroup etc. and host of foreign players entering the market lately.Major Noodles manufacturing firm’s market share: (Source: EuromonitorInternational Report) Figure : Market Forecast for Noodles market in India Recommendations for Brand Maggi Proliferation into untapped rural markets through strong distribution channel available in India Product line extension with variants for varied markets Innovation in Product, pac kaging and pricing of Maggi Noodles through investment in Market Research Launching health awareness campaigns, publish health information, sponsor health camps etc. to educate the customers about benefits of health foods To engage customers more through evolving mediums like social networking sites etc. This would enable the Maggi Brand Managers to listen to reviews from their customers and improvise any other suggestions if needed.