Marketing Brand Strategy

Decide if you would like to brand your product or service. Then identify three products or services in your industry that have a logo or slogan. After which, either develop a logo or slogan that will identify your product or service or explain why branding is not the best marketing plan. Then write a marketing memo to the advertising division of your company rationalizing your choice. Evaluation Criteria: Have you included all the required elements? Have you identified the environmental factors and described their influence appropriately in the given situation? Please use the textbook – Marketing Management 12E by Kotler & Keller and other sources. If you are using sources other than the text, you must provide complete citations. Is the paper professionally presented? Remember your audience – senior management at your company. It is important to present your information as clearly and succinctly as possible. Please read the instructions carefully. Please make sure that 1 of the 3 references that you are using is my text book – Marketing My product brand : â€Å"Smiley ulcer-guard toothpaste†, Company: Teethal Slogan : Guardian in disguise –   forever with a smile [ which implies that this above mentioned toothpaste prevents from the oral infection of ulcers which shadows a face with grin and no smile for a long period. ] Logo: A smile embedded in a circle Three products in the industry having logo or slogan are as follows – 1. HLL’s Close-Up 2. Proctor and Gamble’s Pepsodent 3. Colgate Palmolive’s Colgate Why banding is not the best marketing plan? Strategic planning is a process which gives a detailed understanding of the growth and provides a futuristic view of a business enterprise. Careful study of the strategic planning helps in scrutinizing and developing a steady marketing plan for a product line or a brand. Every marketing plan should involve a thorough analysis of the external and internal environment. If the environment is stable, most of the activities will be predictable and convenient for the organization. But in today’s scenario, the environment is changing faster and faster which leads to discontinuity with the past. The environmental survey is the cornerstone to every marketing plan. The various macro environmental factors like political, social, economical, technological, natural and legal environment imbibe a sense of competitive advantage over other competitors. In the course of studying and analyzing the marketing plan, marketers also identify the brand power of the product lines existing in that firm, which speaks about the positioning and differentiation of the products. Branding is a process of developing a differentiated product which is positioned in the minds of the consumers as a brand by way of its logo and slogan. Branding is just one strategy in the whole of the marketing strategy of the marketing plan. If Branding is studied without looking over the marketing plan, then the outcome would be disastrous as branding is a subset of the marketing strategy which in turn is a subset of the marketing plan which is a subset of strategic planning. Hence it is said that branding need not be the best marketing plan. If a marketing plan is properly carried out, it satisfies the process of branding too (Batra et al 1999, Kotler, 2001, & Ramaswamy et al;, 2004). Marketing Memo to the Advertising firm: Lintas My organization â€Å"Teethal† deals with the manufacture of varied products of toothpaste. Recently a new product is been manufactured named – Smiley ulcer-guard toothpaste, which has a unique differentiating factor of overcoming the worst oral infection caused by ulcers. I have carried out a detailed learning of this product which is branded by taking into consideration the environmental factors like consumer and demand for the product, industry competition, technology and social environment which plays a major role. The following specification needs attention while carrying out the advertising plan (Batra et al, 1999 & Gilbert, 2003). Product Specifications: Attributes of the brand: long lasting fresh breath, ulcer protection, economical Personality of the brand– always charming and vibrant Benefits of the brand – All the attributes provide a functional benefit â€Å"I won’t have to worry about my oral protection†. The attribute economical translates into an emotional benefit which makes the user feel important for maintaining value-for-money. Values of the brand – The brand also says something about the manufacturers’ values – hygienic and effective and powerful. User of the product: all age group.   Strongly advisable for teenagers who have bad eating habits and executives working under stress. Pricing:   Although the product is very much effective for every user, the price is economical to encourage the masses to buy the product and avail the benefit of its healing touch. 200 gm toothpaste is priced at US Dollars 3. Promotion: The product could be initially advertised in the urban cities on Television, in metros on FM radios and in the rural places on TV cables [just a suggestion] Distribution: The product is a convenience product and hence will be sold at every local convenient store. Intensive distribution mode will be adopted to enhance its usage and improve its beneficial value. Based on the above requirements, kindly prepare the advertising budget to bring out the clarity of this advertising campaign so as to provide the necessary resources. Also provide us with your study carried out with regards to the internal differences between the advertising plans which arise from the differences in the external factors and the environmental situations which the advertisers face (Batra et al 1999, Kotler, 2001, & Ramaswamy et al;, 2004). References – Batra, R., Myers, J. G., and Aaker, D. A. (1999), Advertising Management, 5th ed, New Delhi: Prentice. Gilbert, D. (2003), Retail Marketing Management, New Delhi: Pearson. Kotler, P. (2001), Marketing Management, Millenium ed, New Delhi: Prentice. Ramaswamy, V. S. and Namakumari, S. (2004), Marketing Management: Planning, Implementation and Control, 3rd ed, Delhi: Macmillan.      

City of Kelsey Budgeting

Tiera Bristol November 19, 2012 Policing in Kelsey: Budget Report Professor Charles McClelland Abstract Working as the budget director for the mayor of the city of Kelsey, we have recently been getting numerous complaints from the citizens about an increase in crime and also an issue of the public demanding for more police officers. With the population of the city growing daily, the increase of crime is continuing to progress as well.The mayor has informed us that this past year is the highest increase in crime in the city’s history, that the federal government has reduced the federal pass-through money for the state and that the budgeting group needs to revamp the budget for the coming year. Within this document as the Budget officer, we will take a close look at the present budget to determine the changes that need to be made in order to come up with a solution that is politically feasible.In doing so we will examine numerous things in depth which includes looking at how the changes affect the fiscal cycle of your budgeting, how the preparation, execution, and evaluation of the budgeting cycle would change, our budgeting approach based on the changes and the reasons, differences of the chosen budgeting approach from those not used, a plan to address the crime issue, and lastly a summary of the cost-benefit analysis of your plan. Main According to Apollo Group (2007), â€Å"Kelsey is nestled in the hills of the Northwest Valley.With a population of 625,000 Kelsey offers the amenities of the big city, but still retains its small town charm† (para. 1). In addition to the limited budget, there has been a recent budgetary reform at the federal level, which has put additional pressure on local police agencies to use the federal money before it expires. The state Chiefs of Police Association is lobbying the state for a 15% public safety tax for a temporary 3-year period in order to make up the deficit. The state legislature and local governments are wa ry of adding any additional new taxes on citizens.In addition, the state’s Sierra Club organization is putting pressure on state and local government to hire less police officers, build more prisons, and develop the state’s infrastructure. There are different types of budgeting that businesses typically use and those include Operating budgets, Capital Budgets and there are many subtypes that exist because a budget can also be created for special events, the recruitment and retention of new staff, and to manage the advertising expenses and return on investments for a business (Demand Media, 1999-2012).According to Demand Media (1999-2012), â€Å"An operating budget outlines the total operating expenses and income for the organization, typically for the period of a fiscal year. Capital budgets evaluate the investments and assets of the business, and a cash budget shows the predicted cash flow in and out of the business over a period of time† (para. 2 ). According to the Cost-Benefit Analysis (2012), â€Å"Capital budgeting has at its core the tool of cost-benefit analysis; it merely extends the basic form into a multi-period analysis, with consideration of the time value of money.In this context, a new product, venture, or investment is evaluated on a start-to-finish basis, with care taken to capture all the impacts on the company, both cost and benefits. When these inputs and outputs are quantified by year, they can then be discounted to present value to determine the net present value of the opportunity at the time of the decision† (â€Å"Cost-Benefit Analysis,† 2012).In taking steps to resolve these issues in the city of Kelsey and coming up with a solution that is politically feasible we will use the cost-benefit analysis which is the process of determining costs and benefits for programs, decisions, and projects and making a true yet equal determination for an end result. This process in my opinion is almost like a predict ion for what the end result will look like†¦ â€Å"In governmental planning and budgeting, the attempt to measure the social benefits of a proposed project in monetary terms and compare them with its costs† (â€Å"Cost-Benefit Analysis,† 2012).When it comes to looking at different Business decisions that would use the cost-benefit analysis, the reasoning could be, but not limited to â€Å"whether or not to add employees, introduce a new technology, purchase equipment, change vendors, implement new procedures, and remodel or relocate facilities† (â€Å"Cost-Benefit Analysis,† 2012). According to the Cost-Benefit Analysis (2012), â€Å"Cost-benefit analysis is the exercise of evaluating an action's consequences by weighing the pluses, or benefits, against the minuses, or costs.It is the fundamental assessment behind virtually every business decision, due to the simple fact that business managers do not want to spend money unless the resulting benefits are expected to exceed the costs. As companies increasingly seek to cut costs and improve productivity, cost-benefit analysis has become a valuable tool for evaluating a wide range of business opportunities, such as major purchases, organizational changes, and expansions† (â€Å"Cost-Benefit Analysis,† 2012).In coming up with a plan that demonstrates how the preparation, execution and evaluation of the budgeting cycle would change would look like this, according to the Cost-Benefit Analysis (2012), â€Å"A formal cost-benefit analysis is a multi-step process which includes a preliminary survey, a feasibility study, and a final report. At the conclusion of each step, the party responsible for performing the analysis can decide whether continuing on to the next step is warranted.The preliminary survey is an initial evaluation that involves gathering information on both the opportunity and the existing situation. The feasibility study involves completing the information gathering as needed and evaluating the data to gauge the short- and long-term impact of the opportunity. Finally, the formal cost-benefit analysis report should provide decision makers with all the pertinent information they need to take appropriate action on the opportunity.It should include an executive summary and introduction; information about the scope, purpose, and methodology of the study; recommendations, along with factual justification; and factors concerning implementation† (â€Å"Cost-Benefit Analysis,† 2012). When it comes to coming up with ideas to address the issue of crime there are no set strategy that can be deemed perfect. Instead it is a good idea to proactive, alert and daily trying to come up with new ideas to address this issue.Crime is on the rise and everyday criminals are getting smarter and coming up with new tactics and ways for committing crimes, therefore it is critical for law enforcement, as a unit to put just as much time and effort, if not more, in coming up with new/advanced approaches, tactics, plans and policies to deter crime. Through research I found that Governor Snyder’s plan to fight crime in the State of Michigan to very interesting. After examining the Governor’s plan we feel that it would also be a good idea to look at some of the same things within the city of Kelsey around coming up with a plan to address the current crime issues.According to Michigan Radio Newsroom (2012), â€Å"Secure Cities Partnership (provide local assistance and coordinate teams of local, state and federal law enforcement officers to direct patrols and provide investigative resources), Fire and first responders (forming an advisory council that will recommend ways to provide better emergency services statewide with a long-term, sustainable cost model), Prosecutorial support (investment for prosecutorial support in distressed cities), Mental health courts (They can require individuals to comply with treatment, whi ch may keep them from committing crimes), Drug courts (Drug treatment courts address the revolving-door cycle in which drug and alcohol offenders move in and out of the justice system; a high-risk, high-need drug court initiative that expands drug court programming), Human trafficking (protects victims and goes after the individuals who profit from this crime), New paths for young people (help teens from urban areas realize that promising opportunities exist), Removing abandoned buildings (Abandoned buildings often are havens for illegal activity. orbid individuals with unpaid taxes or who own blighted properties from buying any more property at auction), Truancy (placing more social workers within public schools)† (para. 3). Conclusion Throughout this document we have analyzed ways to come up with a solution that is politically feasible in making corrections to the budget. Using the cost-benefit analysis tool is essential and highly beneficial in determining what will stay an d what organizations will be dismissed. We have looked at the Governor of Michigan plan and approach to address the crime issues and of those mentioned and described, would be necessary to analysis within the city of Kelsey. Reference Apollo Group. (2007). The City of Kelsey. Retrieved from

Overcoming Adversity

Overcoming adversity means overcoming a hard time or circumstance and moving forward in a positive way. The novel, Parvana’s Journey was written by Deborah Ellis and published in 2002 and the film, Rabbit Proof Fence was directed by Phillip Noyce and released in 2002. Parvana’s Journey is fiction yet based in reality and it’s about a young Afghani girl who walks across war torn Afghanistan searching for her family. Rabbit Proof Fence is non-fiction and it’s about three young half caste girls who escaped from a settlement camp and walk over 2000km to go back to their home.In both texts, children face many adversities but they overcome adversities through determination and the sheer will to survive to meet their family. Parvana’s Journey, is set at war time in Afghanistan where a group of children wander through the country trying to survive the horror of their situation and they overcome huge difficulties to reach the end of their journey. The war in Afghanistan is between Taliban and U. S. A and this war affects civilians and children . Afghan people live with the fear of death and there is not enough food and other necessaries that they need.Children can’t go to school during the war so they can’t be educated and the Taliban is constantly on the search for boys to make them fight for the Taliban. Parvana’s Journey focuses on the protagonist, and her search for her family. In her quest for shelter and food as she makes her way across the Afghan countryside, she meets other children who are displaced due to war. Parvana continues her trip with three others; Asif Hassan and Leila. Parvana is very clever but still a child. Asif is a legless boy, he is very cruel to Parvana because he doesn’t know how to treat a girl.Leila is a naive girl Parvana comes across who scavenges food from a mine field. In this story, the children face lots of adversities during their journey. In the novel, Parvana faces many difficult situations; she is almost sold to the Taliban(P. 20 â€Å"I heard the old men talking. They are going to turn you over to the Taliban†), they also struggle to find food to eat (P. 156 she bit into the page, tearing a chunk off with her teeth) and water to drink. (P. 152 the water was muddy, but that didn’t matter) Furthermore, there is always the possibility of being hit by a bomb. P. 167 he planes were bombing in the daytime now, as well as at night) Rabbit Proof Fence is an Australian film about a young half caste girl who leads her younger sister and cousin in an escape from a settlement camp which endeavours to train them as domestic workers and educate them. They walk over 2000km to go back to their home. They can’t speak their own language in the settlement camp. They also struggle to find food to eat and water to drink. Furthermore, there is always the possibility of being caught by tracker.These girls are part of the Stolen Generations. The Sto len Generation is a dark part of Australian history. Half caste children, (most under the age of 18) were taken from their families because the government believed that the children would be better if raised by white families. Because of this policy, aborigines lost their culture, language, spirituality and self- esteem. In this film, there are three aboriginal protagonists, Molly, Daisy and Gracie. Molly is a mature girl who is very clever and has the leadership skills to lead her sister and cousin.Graice is a naive girl, she believes other people very easily and doesn’t want to do difficult tasks. Daisy is just a young girl and does whatever Molly says. You haven’t developed your ideas – what adversities do they face? What are the difficulties? Use quotes Bo, check your notes Both texts are about overcoming adversity but quite different in their subject matter, time and place. There are some similarities between Parvana’s Journey and Rabbit Proof Fence. In both stories, children determined to survive to see their family.In Rabbit Proof Fence, an adult tricks Daisy and she gets caught by the police In Parvana’s Journey, an adult tries to sell Parvana to the Taliban to get money. Both stories’ protagonists have no food, water and nowhere to sleep during the journey. Some differences between the texts are, In Parvana’s Journey the children are threatened by bombs; however, , in Rabbit Proof Fence the children are threatened by capture by police. Parvana’s Journey is fictitious but based on reality. Rabbit Proof Fence is a true story. Both stories happened in different time and place.In the film, Rabbit Proof Fence, the children choose to run away from the settlement camp but in Parvana’s Journey the children have no choice. In conclusion, the main characters in both Rabbit Proof Fence and Parvana’s Journey face lots of adversities however they don’t give up, they overcome the adversiti es and achieve their goals. Facing adversity might be initially difficult but when people overcome them, they are ofent stronger than previously. If you know yourself and your enemy, you win hundred battles out of 100 a hundred.

Construction Term Paper Example | Topics and Well Written Essays - 1000 words

Construction - Term Paper Example The aim of this paper includes giving the information about the idea of what is Building Information Modeling and the benefits that it could offer on the part of the construction industry, to the people, and the government as well. This offers advantages of learning to anyone being interested about IBM and how it could be utilize from construction neophytes to architecture firms who has the desire of learning the subject. Strategies that leads to benefits Best strategies require flexibility in course between the inevitable internal problems to be able to proceed with the continuity and face the demands in the present changing world. There is a clear distinction between the difference of strategic action and strategic plans. Strategy should not just be like a statement of intent; benefit centered to the company but must be based on the needs, benefits, and enjoyment of the public as well as the government Legal Regulatory, Ethical and Customary Constraints As the Section 103 of the Ge neral Municipal Law defines, competitive bidding is required in all the public work construction and must settle all the permits as it is required by all the government agencies. Competitive bidding is also required to hold legal, regulatory, ethical and customary constraints, public report every five years and is expected to detail the projects with the application for exception if there is, the method of procurement, the procurement it self and the outcome or the result in the duration and costs. Traditional method of procurement as has been accepted by the public, as the general rule, was preserved by these amendments but extends the flexibility by some agencies in trying other methods if determined to be appropriate based on certain criteria that prevents favoritism and promote competitive competition. Regarding the method of procurement, requirements in the reporting gives way to the Legislature and the governor the evaluation with regard to the experiences of the agencies inli ne with the use of the alternate procurement methods. Benefits Offer Respective local government where the project is located often times is the stakeholder of most of the city projects. Although the success like in the use of the BIM are made by the interaction exchanges between the Engineers and the Architects, the final outcome of the project is always considered an asset value on the part of the Local Government being considered the biggest real state owners. Some of the benefits include the following. †¢ Facilitates the visualization of the entire Building Life Cycle Management †¢ High Accuracy †¢ Save Time and Money †¢ Risk Mitigation by timely conflict detection †¢ Ease in producing of high quality, accurate and precise construction documents †¢ Construction planning and Management by combination of design and construction I. Proposed Project BIM work Plan Requirement shall be asked to be submitted for approval f the project. Proposed project BIM Work Plans shall include the demonstration regarding the strategy using the Building Information Modeling in materializing project deliverables. 1. BIM Work Plan Design – The Design team, as a part of the proposal, will be designated to submit the BIM Work Plan that includes the Following: a. Proposed BIM Software that will be used in the project b. Proposed Trainings and Workshops regarding the BIM c. Compliance with the requirements of the project d. Integration on the BIM as per Design Document Submission Standards e. Filing of the formats that

What distinguishes Philosophy from Religion and Science Term Paper

What distinguishes Philosophy from Religion and Science - Term Paper Example On the other hand, religion presumes that its basis of argument is ascribed to revelations through prayers, recorded sacred texts, and oral transmission from generation to generation. Religion upholds to the existence of several or a single deity that created the universe, still has a significant role in its management, and sometimes usurps laws of nature to initiate miracles. Therefore, it is worth noting that religion is based on teachings that emphasizes on spiritual matters, relation between humanity and god or gods, moral principles, and relationship between human beings themselves (Cottingham 243). According to Cottingham, religious claims can be viewed in different ways. They can either be viewed from the scrutiny and logical analysis of evidence or on emphasis on the will to believe, passion, and faith. Rather being taken as doctrines of quasi-scientific nature, religion is a form of life and has to be assessed based on the impact it has on the believer unlike its being seen as an implication of experimental issues (Cottingham 282). Cottingham notes that religious disputes are liken to conflicts emanating from aesthetic appreciation as exemplified by difference in opinions by two individuals over a piece of artifact. As opposed to science, religion claims that existence of God does not require experimentation to justify. Prayers are perceived to cause changes on a believer. However, science relishes on the combination of machines and waves to impart change in the physical realm. To counter the demand for experimental elements as presented by science, the Mount Camel incident of establishing the existence of god or gods by Elijah remains true and is more appropriate in today’s life than at the moment of its demonstration. Religion difference with science centers on existence of God. Science disputes this because religion relies on feelings rather than experimental facts. Religion is

Drug policy in Mexico and Colombia Research Paper - 1

Drug policy in Mexico and Colombia - Research Paper Example South America, in stark contrast to its other counterpart North America or U.S.A, the world of riches as we know it, has long being plagued with the curse of poverty and deprivation coupled with alarmingly low levels of overall development. It is known that poverty, chronic unemployment and underemployment and illiteracy often give birth to crimes and Latin America has been no different. In Mexico, unemployment is around 20% while underdevelopment is just the double of unemployment (Gilbert 22). Drug trafficking, with all its vices in this context has been alleged as the prime concern spreading its â€Å"wings† with each passing day not only in Latin American nations but also in the U.S and the whole world. Countries like Mexico and Colombia have been the main architects of drug trafficking throughout the American sub-continent. In the early’80s Colombia used to be the main exporter of drugs and narcotics throughout the world, but with the Colombian government policy ge tting more stringent, Colombian drug-lords started using Mexico, mainly due to its suitable geographic locations to export drugs through Mexico to the U.S. (Rosin, 2). Mexico One prime social policy taken by the Mexican government towards curtailing the drug trafficking is to decrease violence in the Mexican drug market and reduce increasing crime frequency to controllable levels (Venda Felbeb-Brown,1). The ongoing drug war in Mexico is mainly an armed conflict among the several drug cartels fighting each other for market control and also with the Government armed forces installed to fight drug trafficking. Mexico is the main supplier of heroin in U.S.

Women's Health. Health Care Disparity Essay Example | Topics and Well Written Essays - 500 words

Women's Health. Health Care Disparity - Essay Example There are factors that cause barriers for the people to get proper health care that they need. These factors are causing significant differences or gaps in the quality of health care received by the people. This means that there exists a disparity when it comes to health care. Health care disparity led to the unequal provision or access to health care services. The areas where health care disparities are attributed are the gender, race/ethnicity and the socioeconomic status determined by the income and level of education attained. Gender-based health care disparity caused the significant differences that exist in the quality of health care received by women and men. And because women’s bodies are different from men’s, they may also have different health care needs. But among women, there are also disparities in the quality of health care that they received. Some women may face barriers to health care. Their race/ethnicity, age and their socioeconomic status affect women ’s access to health care. Women’s health care use and health outcomes rely on the adequacy of access that they have to the health care services. Women’s access to health care also depends on their health insurance (AHQR, 2005).