Amy Tan Fish Cheeks vs. Maya Angelous Champion of the...

Amy Tans Fish Cheeks and Maya Angelous Champion of the World Maya Angelou and Amy Tan discuss religious problems and culture differences in their literature. The authors have captured these differences by their past experiences of friends and family. Both authors come from a diverse culture, but both face the same harsh society of the American culture and beliefs. The Authors both tell about situations in their short stories of being outcasts and coming from different racial backgrounds and trying to triumph over these obstacles. Angelou and Tan both have a very unique writing ability and style in their short stories. Maya Angelou and Amy Tan both write about growing up as a minority in the American Culture and the problems†¦show more content†¦Tan shows that she is embarrassed in her family for their lacking of proper American manners. Although at the time she felt ashamed, the words spoken by her mother, â€Å"Inside you must always be Chinese. You must be proud you are different. Your only shame is to have shame† became better understood later in life. In Amy Tans work, the strong use of description of both the event that are occurring and Amy’s feelings about them, draws the reader in and makes them feel as if they are part of the action. Tans Chinese-American culture and life stories are imprinted in her writing which gives the reader an opportunity to gain knowledge about the way of life in her family, friends, and even the Chinese culture. Tans main purpose of writing is to inform and educate people about growing up as a minority in the American society. Angelou feels different in the short story of Champion of the World because she is a young African American girl in a white society fighting racism and segregation. In this short story, a white male is beating down an African American male in a boxing match for the title. This translates to the racial aspects of the white society between the African American and racism in the 1930s and 40s. For instance the girl feels that if Joe was to lose the boxing match that African Americans would be put back in slavery and be beyond help. Angelou writes with a certain rhythm and has a

Brand Identity Free Essays

string(211) " This was a success strategy for Adidas so successful that Nike copied their idea and introduced their own line, the Alpha line, based on the same idea \* Nike advanced from \$1 billion dollars in 1986 to \$ 9\." Physique according to him is the basis of the brand. –E. G. We will write a custom essay sample on Brand Identity or any similar topic only for you Order Now the physique ofPhilips is â€Å"technology and reliability† while for the brand Tata it is â€Å"trust† †¢Personality is same as Aaker, it answers the question â€Å"what happens to this brand when it becomes a person? † †¢Culture symbolizes the organization, its country-of-origin and the values it stands for. –E. G. traditional brands like balsara, dabur and zandu. Relationship is the handshake between consumer and the organisation. –E. G. the relationship with â€Å"safola† is safety. †¢Reflection is the consumer’s perception for what the brands stands for. E. G. coke’s image more attract youth. †¢Self-image is what the consumer think of himself. –E. G. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world. Let us understand the model in detail†¦ What is a Brand â€Å" A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging and price, its history, reputation, and the way it’s advertised. A brand is also defined by consumer’s impression of people who use it, as well as their own experience † – David OgilvyNow let us look at how Brand Experience is differentiated†¦ Brand Experience are ofTwo types – EXTERNAL, INTERNAL The External Brand Experience include †¢Name †¢Logo †¢Advertising †¢Brand Identity †¢Environments †¢Products Service The Internal Brand Experience include †¢Business Process †¢Customer Relations †¢Brand Values †¢Training †¢Quality †¢Staff Motivation †¢Recruitment Policies †¢Technology etc.. Now let us look at the Brand Identity Prism based on Kapferer model and the 6 key dimensions in it †¢Physical †“Product features, symbols attributes Personality –Character attitude †¢Relationship –Beliefs association †¢Culture –Set of Values †¢Reflection –Customer’s view of the brand †¢Self-Image –Internal mirror of customer as user of brand Let us now understand the prism with some examples†¦ Two aspects of Brand Identity – Sender * Physique – Kapferer means what the central purpose of the brand is (that is what the brand does) * Personality – Kapferer means the soul of the brand – Receiver * Reflection – Kapferer means how the individual in the targeted group identify himself as a person in relation to the brand Self image – Kapferer means how the individual in the targeted group identify the brand in relation to himself The Relationship is, according to Kapferer, externalizing the brand from the company outwards, and the culture is an aid for internalizing the brand in the org anization and in to the conscious of the customer.The Culture is, according to Kapferer, the strongest dimension in the prism. It represents the difference between one brand and another. Comparative Analysis (1) Nike centred their brand equity model on the platforms, the endorsement focus strategy, creating a * dominant media presence, development of Flagship stores, Nike Town and sub-branding * The Adidas strategies were based on, endorsement focus strategy, advertising, sponsorship programs * focusing on major global events, sports associations, and teams, and sub-brands * To create brand awareness both companies have been using endorsement strategies in their brand-building programs * What differs is that Adidas focuses on sponsorship of teams and events e. . national teams and big sport events like the Olympic Games and different World Championship events. This will help them to create awareness with help from different types of media * In contrast Nike has their focus on individuals like M. Jordan and T. Woods and their success stories * About the second strategy, advertising†¦ Nike’s advertising strategy was to create dominant presence in media. Ni ke created media presence in several trend setting United States cities. TV ads linking Nike to a city were used, but real drivers were huge oversized billboards and murals on buildings that blanketed cities with messages featuring key Nike-sponsored athletes, not products * Adidas took up the competition with Nike through raising their advertising budget to a level that made it possible to compete with Nike on the same conditions and the same strength as Nike did to capture the consumer interest * Adidas did not just spend more money; they made an impact with brilliant executions. They made TV and other advertising campaigns.The company communicate their heritage of innovation, technology and big success stories with personalities like Emil Zatopek, Mohammad Ali * Adidas tried to spread meanings like â€Å"We know then- we know now† and â€Å"There is nothing between you and success, so exceed your own expectations and limitations† and â€Å" Earn it† * The success was obvious and after hard work and striving toward a top position in the industry Adidas was back in business * Nike’s third strategy was to develop, flag ship stores, Nike Town shops in bigger city’s, first * national, and then abroad Nike was the first company to establish flagship stores and it turned out to be a sensation * Adidas choice was to experiment with sport events, with which they made great success. Examples of that is the Adidas Streetball Challenge a local three-person team basketball tournament, this event started out as a trail in Berlin in the beginning of the 1990s as one time occasion * In the mid 1990s it had become a huge sport event with about 500. 000 participants all over the * bigger cities in Europe * In the finals in Germany it attracted 3200 players and 40. 000 spectators * Adidas made hereby a brand-building success The Nike customer associated the Nike brand with words like sports, attitudes and life style. Reasons for that is one can relate to or identify one self to Nike’s marketing campaigns li ke â€Å"Just do it† and the companies front athletes like Michael Jordan and Tiger Woods. For Adidas one image study of consumers found the brand very trendy, modern and cool * The survey was made in late 1990s. All marketing actions that both companies are implementing will hopefully result in loyal customers * Adidas introduced a sub-brand in 1990 to serve the high-end products for all categories of shoes and apparel.The â€Å"Equipment† sub-brand would represent the best, whatever the product was * The low-end products, for the â€Å"normal consumer† still have a high technology and level of innovation because of their inheritance of the older innovations and technology from the Equipment line * This strategy made the Adidas brand take on a different meaning; it still meant participation, emotion and performance * This was a success strategy for Adidas so successful that Nike copied their idea and introduced their own line, the Alpha line, based on the same idea * Nike advanced from $1 billion dollars in 1986 to $ 9. You read "Brand Identity" in category "Papers" billion in 2002, Adidas advanced from $1. 7 * billion in 1992 to $4. 8 billion in 1998 * According to sales figures for the both companies, it seems that both Nike and Adidas companies have succeeded to create a brand loyal customer who perceives the Nike and Adidas products as top quality Conclusion Both Adidas and Nike have used the same theoretical systems to create their brand building programs * The companies are benchmarking each other, using the techniques from each others successes, when Nike launched their sub-brand product Alpha line which was benchmarked on Adidas already launched sub-brand of the Equipment product line for the elite of sports men* We can find many similarities like endorsements strategies and the companies advertising strategies but what differs in the endorsement trategies is that Adidas focuses in sponsoring teams and global events, while Nike have their center of attention on stars in specific sport like basketball and Michael Jordan or in g olf and Tiger Woods * About advertising both companies have about the same scale and scope of advertising but they try to communicate different messages * The messages from Adidas is; the only one you compete with is your self whereas Nike communicate a provocative, aggressive winner attitude which can be related to the American sports attitude â€Å"You don’t win silver, you lose gold† * As we can understand the two companies are aiming at nearly the same targeted customer group but with a slightly differentiation of attitude * Adidas stand for a competing and winning over your self-attitude, and Nike stands for a winning over everyone attitude * The differentiation is based on the differences in culture between the two companies and between Europe and USA * As an overall reflection one can see that Adidas had to overcome, that the both companies had the same target group. Adidas choose a brand-building strategy that built on the same theoretical criteria’s as Nike. But they created a differentiation in identity of the brand (as seen comparing analysis in the Kapferer Prism Model above) compared to Nike * Adidas had the same strategy within creating equity value to their brand * They challenged Nike in endorsement strategy, and in advertising, but with a slight difference in communicated message, by doing it trough the same medias. To differentiate them self and make totally own awareness activities, events like Adidas Streetball Challenge was created. Events like those communicated the Adidas brand around the world * According to the results and positions the brand-building programs have given both Adidas and Nike in the sport industry, one can say that branding have been a totally determining factor.On top of that they made it so good that they are used as models in higher education. Brand Identity Prism is often used by marketers to gauge the identity for any brand. But before the application of any model, few obvious questions which come to our mind are:- What is it? When should it be used? How to use it? Now suppose if a product or a brand (taking the liberty of equating product with brand ) was a person, how would he look like? What traits would he have? Would he be warm, cold, aggressive, approachable or smart? Brand identity prism helps us provide answers to these questions. Ok so the next logical question is when to use it? I would say practically everywhere. Understanding of the identity would help design your web presence better, would decide the positioning and have an effect on all marketing collaterals. The best way to understand the model is to call up a meeting of all department heads and ask questions, lot of questions. The model has 6 dimensions on which a brand is to be evaluated. Physical Facet talks about what the product is, what does it do, how does it add value to customers, how does it fill up the gap in the market. Brand personality is measured using those traits/features of consumer personality that are directly related to brands. Proper care should be taken not to confuse it with consumer’s reflection. Brand personality is closely linked with self image and image of the consumer. Questions to be asked are: ) What are the features of consumer personality? 2) What are the features of brand if it was a person? This depends on the functional aspect of the product and the gap it would fill. Brand Culture: As the name signifies, it talks about the culture of the brand. The values and the principles will follow from the culture and it is these values which will bind the customers. Remember HSBC’s â€Å"The World’s local bank†. Questions which need to be asked:- 1) Is the brand’s culture global? 2) What are the values for which the brand stands for? 3) How would customers take the values of such a brand? Brand Relationships: No prizes for guessing what would this be about!Yes, after all every brand has to maintain healthy relationships with customers. All marketing collaterals are intended to do just that. Therefore to gauge the identity, this had to feature. 1) How would Sales describe the relationship attributes for their customer management process? 2) How would Customer support describe their approach to increasing customer satisfaction? 3) How does the brand want to be seen by customers in marketing communication? Customer Reflection: Every product is designed to satisfy some need of the intended customer base. A consumer has to be reflected in a way, which would show how he or she could image himself consuming a particular good.For example, in India anyone consuming Pepsi Cola would imagine himself to be young and Thums up (another cola drink from Coke stable) to be adventurous. For this aspect, questions are to be put to customer experience team about What would the users imagine while using the product? Customer Self Image: Consumers get attracted to those brands in which they see their own traits, for example, a man who is muscular and strong would smoke Marlboro. This goes hand in hand with brand personality. Physical Facet, Br and Relationship and Customer reflection are externalization factors whereas the rest represents internalization. I know it is a bit tedious but am sure if applied correctly it can reap huge benefits for corporate. How to cite Brand Identity, Papers

Chocolate Industry free essay sample

Chocolate dates back to ancient America when the Mayans, and later the Aztecs, ground the beans of the Theobroma cacao tree into a bitter beverage, which they prized for its mystical and medicinal attributes. Chocolate’s name comes from the Aztec word, xocalatl, which means bitter water. Cortes, the conqueror of the Aztecs, brought the beans to Europe in the 1500s, where they were used to treat anemia, fever, gout, hemorrhoids, poor digestion, depression, and heart ailments. Today, chocolate is usually a highly processed blend of chocolate liquor, cocoa butter (all fat), cocoa powder, sugar, emulsifiers, and milk—far different from its origins. White chocolate contains no real chocolate at all—it’s just cocoa fat, sugar, and flavorings. Chocolate market in India The size of the chocolate market in India is about 4,000 tonnes and is valued at Rupees 6500 million (US$ 130 million). Cadbury India has the biggest market share at 70 per cent while Nestle is the second largest at 20 per cent. Traditionally, this is how products are positioned within the impulse category. First come soft drinks, which is a major market. They are followed by biscuits, sugar confectionery, ice creams and salted snacks. In the past, chocolate companies used to consider only the different brands in the chocolate market as their competitors. That was a mistake. In real life, chocolate products are fighting for a share of the consumers pockets. They are facing competition not only from chocolates but also other impulse products such as soft drinks, biscuits, salted snacks and ice-cream. To maintain the share of the chocolate market in the impulse market, the chocolate industry has to make sure that it grows in line with the impulse market or grows faster than that. Since the share of chocolates in the impulse category is just six per cent, the opportunities are plenty here. Despite the fact that Indians have strong affinity for sweets, the size of domestic confectionery market is small on account of traditional consumer tastes and habits. The Chocolate market in India is a niche market penetrated largely in urban areas and per capita consumption is low as compared to those in developed countries of the West. SWOT ANALYSIS of chocolate industry Strengths †¢Customers of chocolates are not price sensitive The consumer is not price sensitive. But the category is price sensitive. Downgrading does happen in other FMCG products. Chocolate demand is however more a function of affordability. Demand growth depends on shifts in income pyramid. When the economy grows at a lower pace, the upward shift in income pyramid is slower. This affects the rate at which new consumers are added. But existing consumers, who can afford the product do not downgrade. When we introduce lower priced products in smaller sizes, we add to the consumer base. Our existing consumers do not start buying the smaller chocolates. Weakness †¢Building a direct network of retailers i. e weakness of storage and logistics Chocolate needs to be distributed directly, unlike other FMCG products like soaps and detergents, which can be sold through a wholesale network. 0% of our products are sold directly to retailers. Building such a direct network in for distribution is a daunting task. †¢Chocolates are not viewed as a snack food Behaviorally, chocolates are still consumed as a chocolate and not as a filler. Perk still competes with a Dairy Milk and not with biscuits/ other snack foods. India is still far away from using chocolates as a snack food. The chocolate consumers need to have an offer that adds value before accepting chocolates as a snack. Because at the end of the day, how many Indians can afford a snackfood priced at Rs16-17 for 50gms? Low levels of consumption Compared to Western countries, chocolate consumption in India is considered to be on the low side. Whilst per capita chocolate consumption is a buoyant 8 kilograms in the UK, it stands at a rather modest 165 grams in urban India. Opportunity †¢Huge untapped urban population (middle class population) Chocolate consumption in urban India itself is low. There is a large untapped demand in urban market alone. Only 60mn people out of the urban middle class population of about 280mn consume chocolates. Threats †¢Threat from free availability of imported brands The premium brands, which come through official channels, do not pose a threat to the chocolate market, as these cater to a small niche market. However there is a lot of dumping from neighboring countries like Dubai, Nepal, etc of inferior brand of imported chocolates. These are not only of low quality, but are brought very near to their expiry dates. Most of the cheap chocolate brands that are available do not meet Indian Food Regulations. A legislation is required for these brands to conform to Indian disclosure norms on price, manufacture date, ingredients, etc which has already been issued. The origin of the group goes back to over two centuries. Some of the popular international brands of the company are Cadbury Dairy Milk, Dr Pepper, Flake, Trebor Basset, Snapple and Motts. The company also has Halls, Clorets, Trident, Dentyne and Bubbas bubble gum range in its portfolio with acquisition of Adams in December 2002. Since 1969, Cadbury Schweppes’ has focused on confectionery and non-alcoholic beverages In 2004, 60 per cent of the Group’s net sales came from confectionery and 40 per cent from beverages. The company employees around 55,000 people in over 200 countries around the world. Cadbury in India Cadbury India is a wholly owned subsidiary of Cadbury Schweppes which has operated in the country for more than 55 years. It was originally incorporated as a wholly owned subsidiary of Cadbury Schweppes Overseas Ltd in 1948. The company today employs nearly 2,000 people across India. Cadbury India is the No. 1 confectionery company with a 70 per cent market share in India. It is a dominating player in the Indian chocolate market with strong brands like Dairy Milk, Five Star, Perk, Gems, etc. Dairy milk is the largest chocolate brand in India. Cadbury is mainly into three segments Chocolates Cadbury India is the market leader in the chocolate confectionery market in India with over 70 per cent market share. The leading brands in this category are Cadbury’s Dairy Milk, Fruit Nut, Crackle, Temptations, 5 Star, Perk Celebrations Gift boxes. For more than five decades now, Cadbury has enjoyed leadership position in the Indian hocolate market to the extent that Cadbury’ has become a generic name for chocolate products. Cadbury has leading brands in all the segments viz bars (Dairy Milk, Crackle, Temptations), count lines (5 star, Milk Treat), panned confectionery (Gems) and wafer chocolates (Perk), eclairs (Cadburys Eclairs), tofees (English Toffee). Sugar Confectionery – Cadbury Dairy Milk Eclairs is one of the leading brands in this category. It is amongst the largest eclair brands in the market in terms of value share. Cadbury also owns Halls (which was acquired as a part of the global acquisition of the Adams business from Pfizer in 2003). Halls is amongst the largest brands in its segment of Minty/ Breath freshness brands in India. Food Drinks – Cadbury’s Bournvita is a leading brand in the brown drinks segment of milk/ malted food products. Cadbury’s other products include Drinking Chocolate and Cocoa powder. Overall share in the malted food drinks market is estimated to be around 19 per cent. The company has recently made a foray into snacking category with Cadbury Bytes, its sweet snacking brand. The company has been performing well in India. The net sales of the company have increased from around US$ 131. million in 2000 to US$ 166. 3 million in 2004. Factors for Success †¢Extensive distribution network Cadbury’s brands are available in over a million outlets across the country. The distribution network directly covers almost the entire urban population. The company has invested significantly in building such an extensive network. The company uses Information Technology to improve its logistics and distribution competitiveness. Cadbury has improved the distribution quality of its products with the installation of refrigerators at several outlets. This helps in maintaining product quality in summer, when sales usually dip due to the fact that the heat affects product quality and thereby consumption. †¢Creation of strong brands Cadbury owes its success to strong brand equity and resultant consumer preference that it enjoys in India. The company has built strong brand equity through consistently high product quality, relevant, insightful and entertaining communication. Cadbury has developed new channels for marketing its brands such as Gifting and Snacking. The company places great emphasis in ensuring display dominance at the point of purchase †¢Customisation of products for India Cadbury India has spent time in understanding the Indian consumers. Leveraging its 55 years of experience in India, the company has customised its products to the Indian markets. It also offers products at affordable price points so as to increase its market penetration. †¢Leveraging the India Advantages Though, India contributes to less than 5 per cent of the global revenues today, India is critical to the global strategy of the company †¢Managerial Talent Cadbury has begun recruiting management graduates in India to serve its global operations. †¢Huge market potential India offers huge market potential and is a priority market for Cadbury. The company also leverages India as a manufacturing base for producing products for the overseas market. Cadbury India has 4 company owned factories and as many third party manufacturing contractors. It also has a wide Sales Distribution infrastructure consisting of 33 depots managed by 4 regional sales branches across India. Future Plans Cadbury India expects strong growth in India in future. The company plans to increase the franchise of its existing brands and continue to explore new product opportunities including adjacent market opportunities. Cadbury India is also looking for more opportunities in the SAARC region. Nestle India limited Nestle India Ltd, 51% subsidiary of Nestle SA , is among the leading branded food player in the country. It has a broad based presence in the foods sector with leading market shares in instant coffee, infant foods, milk products and noodles. It has also strengthened its presence in chocolates, confectioneries and other semi processed food products during the last few years.