Analysing equality and diversity in social care

Analysing equality and diversity in social care Equality is about creating a fairer society, where everyone can participate and has the opportunity to fulfil their potential (DH, 2004). It is about identifying patterns of experience based on group identity, and the challenging processes that limit individuals potential health and life chances. For example, occupational segregation. Women make up almost 75% of the NHS workforce but are concentrated in the lower-paid occupational areas: nursing, allied health professionals (AHPs), administrative workers and ancillary workers (DH, 2005). People from black and minority ethnic groups comprise 39.1% of hospital medical staff yet they comprise only 22.1% of all hospital medical consultants (DH, 2005). An equalities approach understands that our social identity in terms of gender, race, disability, age, social class, sexuality and religion will impact on our life experiences. Diversity literally means difference. When it is used as a contrast or addition to equality, it is about recognising individual as well as group differences, treating people as individuals, and placing positive value on diversity in the community and in the workforce. Historically, employers and services have ignored certain differences. However, individual and group diversity needs to be considered in order to ensure that everybodys needs and requirements are understood and responded to within employment practice and service design and delivery. One way in which organisations have responded to the issue of diversity in recent years has been the development of flexibility in working practices and services. For example, an employer may allow an employee to work a flexible working pattern to accommodate child care arrangements, or a GP surgery may offer surgeries at the weekends in accommodate those who work full time during the week. These approaches recognise that in order to be inclusive and equal to all, organisations may need to respond differently to individuals/groups. Therefore, a commitment to equality in addition to recognition of diversity means that different can be equal. Learning outcomes Understand concepts of equality, diversity rights in relation to Health and Social Care. Equality and diversity is becoming more important in all aspects of our lives and work for a number of reasons. We live in an increasingly diverse society and need to be able to respond appropriately and sensitively to this diversity. Learners in the healthcare setting will reflect this diversity around gender, race and ethnicity, disability, religion, sexuality, class and age. Your organisation believes that successful implementation of equality and diversity in all aspects of work ensures that colleagues, staff and students are valued, motivated and treated fairly. Every member of society is likely, at some point, to be a recipient of health and social care. The Department of Health can only achieve its aim of better health, care and well-being for all, by building an explicit commitment to equality, diversity and human rights throughout the health and social care system. All public organisations including the Department of Health and public providers and commissioners of health and social care services have a duty to promote equality. Successfully delivering these duties is a core part of the health and social care systems objective to offer services that deliver high quality care for all. To do this, the diversity of the population has to be recognised, in policy development through to service delivery and patient care, acknowledging the diverse experiences, aspirations and needs of staff, patients and service. The Department of Health and local health and social care organisations continue to take proactive steps to address unequal access and outcomes experienced by some sections of the community. DH is working to ensure the principles and practicalities of fairness, equality, diversity and human rights are a central to the work of the Department. In 2007 the UK established a new single equalities body, to bring together the existing equality Commissions dealing with gender, disability, and race and ethnicity into a Commission for Equality and Human Rights. The promotion and enforcement of equality and diversity is one of the three duties of the new body. This paper briefly explores diversity in relation to the theory of gender equality and also examines developments in policy at the EU level, which has provided much of the impetus for change. Our focus is on the policy approach and the tensions that the policy documents reveal about the emphasis on equality and diversity approach, in particular the extent to which attention to gender issues may get lost in the diversity bundle, and the extent to which a focus on the individual may be strengthened over the group. This page lists some of the guidance materials produced by the former equality commissions and guidance produced by external organisations, who have given us permissi on to reproduce their materials on our site. Understanding how discrimination can impact on individuals lives is essential to prevent potential discrimination within in teaching and learning situations and ensure that you are confident in dealing with discrimination issues if and when they arise. While we can face discrimination because of any of these aspects, it is important that we also identify the links between social identities and individuality and/or a state and situation. Bad treatment can be multi-layered and occur because of: Since 1998 the UK has also included human rights within its legal framework. The Human Rights Act applies to all public authorities and bodies performing a public function. The Human Rights Acts places the following responsibility on your organisation. Organisations must promote and protect individuals human rights. This means treating people fairly, with dignity and respect while safeguarding the rights of the wider community. Organisations should apply core human rights values, such as equality, dignity, privacy, respect and involvement, to all organisational service planning and decision making. The Human Rights Act provides a complementary legal framework to the anti-discriminatory framework and the public duties. The legal context As a clinical teacher you will want to ensure that you understand the legal framework regarding equality, and that you can relate this framework to your everyday role. The UK framework has two elements to it: the anti- discriminatory framework (which gives individuals a route to raise complaints of discrimination around employment and service delivery) and the public duties (which place a proactive duty on organisations to address institutional discrimination). The SEN and Disability Act 2001 extended the Disability Discrimination Act 1995 to education with effect from September 2002. This act requires teachers to explore the provision of reasonable adjustments for students who may have disabilities, including learning disabilities, to enable them to participate effectively. Beliefs are the assumptions we make about ourselves, about others in the world and about how we expect things to be. Beliefs are about how we think things really are, what we think is really true and what therefore expect as likely consequences that will follow from our behavior. Since the last comprehensive review in 1974, the Health Belief Model (HBM) has continued to be the focus of considerable theoretical and research attention. This article presents a critical review of 29 HBM-related investigations published during the period 1974-1984, tabulates the findings from 17 studies conducted prior to 1974, and provides a summary of the total 46 HBM studies (18 prospective, 28 retrospective). Twenty-four studies examined preventive-health be haviors (PHB), 19 explored sick-role behaviors (SRB), and three addressed clinic utilization. A significance ratio was constructed which divides the number of positive, statistically- significant findings for an HBM dimension by the total number of studies reporting significance levels for that dimension. Summary results provide substantial empirical support for the HBM, with findings from prospective studies at least as favorable as those obtained from retrospective research. Perceived barriers proved to be the most powerful of the HBM dimensions across the various study designs and behaviors. While both were important overall, perceived sus ceptibility was a stronger contributor to understanding PHB than SRB, while the reverse was true for perceived benefits. Perceived severity produced the lowest overall significance ratios; however, while only weakly associated with PHB, this dimension was strongly related to SRB. On the basis of the evidence compiled, it is recommended that consideration of HBM dimensions be a part of health education programming. Suggestions are offered for further research. It is important for care workers to promote equality, value diversity and respect the rights of service users. There are various ways of how they can challenge discriminatory issues and practices in health and social care. One of the ways in which care worker can promote equality, value diversity and respect the rights of service users is to always put the patient/service user at the heart of the service provision. This means that the patients individual needs will be met and achieved Human rights are the basic rights and freedoms that belong to every person in the world. Ideas about human rights have evolved over many centuries. But they achieved strong international support following the Holocaust and World War II. To protect future generations from a repeat of these horrors, the United Nations adopted the Universal Declaration of Human Rights in 1948. For the first time, the Universal Declaration set out the fundamental rights and freedoms shared by all human beings. These rights and freedoms based on core principles like dignity, equality and respect inspired a range of international and regional human rights treaties. For example, they formed the basis for the European Convention on Human Rights in 1950. The European Convention protects the human rights of people in countries that belong to the Council of Europe. This includes the United Kingdom. Until recently, people in the United Kingdom had to complain to the European Court of Human Rights in Strasbourg if they felt their rights under the European Convention had been breached. for example; a personal eating plan to a specific individual. Putting the service user at the centre of the provision generally makes a happier and healthier patient in all areas. Care workers can help achieve this by: * Understanding what it is like to use those services * Involving those who use the services Another example can be quoted as, Rights of one patient will clash with the rights of another A patient has the right to watch TV or listen to the radio, while the patient in the next bed has the right the right to an undisturbed sleep the rights of these two patients clash. By providing earphones could help resolve this. If patients share a room one wants the door propped open and the other one doesnt although this is a clash of rights the rights of the patient who wanted the door closed would outweigh the other as propping open doors is a fire risk Care settings must provide services in such a way that all service users get equal benefit for them. For example a person who does not have English as their first language may require a translator in order to understand the services available and to express a choice about them. One of the most beneficial ways in which a social care setting can challenge anti discriminatory is through staff development and training this may be done formally through supervision sessions or more informally in the course of day to day working. The manager should supervise the work of their staff, offer advice and guidance in difficult situations and help the workers identify training opportunities to improve their practise.  

The impact of family planning methods

The impact of family planning methods 1 Contents BACKGROUND LITERATURE ON THE TOPIC STATEMENT OF THE PROBLEM OBJECTIVES SIGNIFICANCE OF THE STUDY RESEARCH METHODOLOGY Research design Population of the study Sampling Design Tools for data collection Nature of tools Sources of data Data analysis LIMITATION OF THE STUDY WORK PLAN LIKELY OUTCOME Reference INTRODUCTION The high fertility rate leading to the rapid growth of country’s population is a major hindrance towards the development of a nation. Keeping this in mind, India was the first country to launch a well-defined family planning (FP) programme in 1951 with the major objective to balance the population with resources available. India’s current demographic phase is characterized by high fertility and moderate mortality rates. As a result, the country’s population is growing rapidly with about 18 million people being added to it annually, to give a 2.1 per cent increase per annum. Despite a 40-year old Family Planning Programme, India’s 1991 census has shown a population increase of 160 million during the 1981- 91 decade. The gap between expressed favorable attitude towards the small family norm and knowledge and practice of family planning amongst Indian couples is intriguing. Family Planning basically, refers to the practices that help individuals or couples to avoid unwanted births, bring about wanted births, regulate the intervals between pregnancies, control the time at which births occurs in relation to the age of parents and determines the number of children in the family. Under the programme, various training programs have been conducted to train health care providers. Several health workers, both male and female became multipurpose workers responsible for providing a set of basic family planning, maternal and child health (MCH), and public health services. A community oriented service-network was developed to expand family planning and MCH services. In 1977 conscious shift was made in the policy to include voluntary family planning along with the other health care services under the umbrella of ‘Family Welfare’ and various centers have been set up in rural (primary health centers, community health centers etc.) as well as in urban areas (postpartum centers, urban family welfare centers, dispensaries and hospitals). Ser vices administered through the programme have been broadened to include immunization, pregnancy, delivery and postpartum care, and preventive and curative health care.   The range of contraceptive products delivered through the programme also widened. The various contraceptive methods are categorized as barrier, chemical, natural or surgical (Weeks 2002). Surgical method includes sterilization (vasectomy and tubectomy) which is a permanent and irreversible method of birth control. Induced abortion is the post–conception method of family planning and is performed if there is a need to terminate an unwanted pregnancy because of failed contraception. Despite of many temporary methods, the emphasis was put on sterilization of male or female. Although sterilization is a safe and most effective technique it cannot serve the needs of all couples in the different stages of the reproductive life-cycle. Thus, a large proportion of couples remained unserved because of non-availability of proper contraceptive technology. So, the new approach emphasized the target-free promotion of contraceptive use among eligible couples, providing the couples a choice of contraceptive methods and encouraged them towards adequate spacing of births (at least three years birth interval). The National Population Policy (2000) has set the task of addressing unmet need for contraception as its immediate objective. Attitudes towards fertility regulation, knowledge of birth-control methods, access to the means of fertility regulation and communication between husband and wife about desired family size are essential for effective family planning (Dabral and Malik 2004). Various factors governs the acceptance of contraception e.g., religion (NFHS 1998-99, 2002), number of sons in family (Bhasin and Nag 2002), and education of husband and wife (Bhasin and Nag 2002), etc. Besides, spousal communication also increases the likelihood of contraceptive use (Kamal 1999; Ghosh 2001). Sterilization is usually accepted when the couple is sure that they have completed their family size and gender preference (Bhasin and Nag 2002). Although the family welfare programme has made an important contribution towards improving the health of mothers and children, there are some major impediments. Even though a huge infrastructure has been established through out the country to deliver an integrated package of health and family welfare services, the quality and outreach services need improvement. According to Santhya (2003), the contraceptive prevalence rate in Meghalya is just 4.7 (2.8 for sterilization and 1.9 for other temporary methods), which is lowest in the whole India. This drew the attention towards the need to carry out a study in Meghalaya. So, the present study was conducted with an objective to study the extent of awareness of women with regard to family planning, i.e. birth control measures and awareness level regarding the Government schemes on family planning among the Khasi women of East Khasi Hills, Meghalya. BACKGROUND Family Planning is a program or practice to regulate the number and spacing of children in a family through the practice of contraception or other methods of birth control. Since the world and also India is facing with the problem of overpopulation. Government as well as non government agencies is taking major step to overcome this problem. In India the use of contraceptive methods increased from 13 per cent in 1971 to 56 per cent in 2005/06, and fertility declined from about 6 births per woman in the 1960s and 1970s to about 2.7 births in 2004. This decline of more than 3 births per woman represents about 85 per cent of the decline required to reach replacement fertility: 2.1 births per woman. As per the latest official data, the total number of family planning acceptors in India decreased by 5.1 % between 2011-12 and 2012-13. The data revealed that condom is the most preferred method of family planning while sterilizations the least adopted means. The number of couples adopting var ious methods for family planning, including spacing methods was found to be 30.2 million, with 13.9 million preferring condoms to any other means. The total Family Planning Acceptors in India have increased over the years but in recent years especially after 2007-08 the number of accepters has shown a gradual decreasing trend. The contraceptive prevalence rate for currently married women is the lowest at 24 percent in Meghalaya among all the states in India. The national average is 56 percent. The rise in contraceptive use and the pace of fertility decline, however, has not been uniform throughout the country. There are disparities in contraceptive use and fertility between the poor and the rich, and between the educated and the uneducated. While the country has also made tremendous progress in terms of economic growth, these disparities in contraceptive use and fertility have important implications for the future of the country. The purpose of this study is to review the current st atus of the family planning programme in East Khasi Hills District, Meghalaya, to assess the factors responsible for these inequalities. STATEMENT OF THE PROBLEM Over population is widely regarded as a major social and economic global problem since it is directly connected with the economic growth of the country and therefore welfare of the person and her/his family. Over population is an enormous issue and is important indicator of lack of human welfare in developing countries like India. Over population refers to the condition where the population growth of a country has overcome the economic growth of a country .It is also an indicator of poverty especially in the rural as well as urban area (i.e., more mouth to feed in). This trend has grave consequences for countries like India and many other developing countries, where population growth has been quite high and where employment generation falls far short of the rate of the population growth. It also engenders the issue of inequality and social justice. Due to this reason the government through the department of Family Welfare is implementing the National Family Welfare Programme by encou raging the production and utilization of contraceptives all over the country. In the North East State of India including Meghalaya, women enjoy greater visibility and mobility than women of other communities in the country. This is often cited to portray a picture of equity between men and women in the region. Education has been the main catalyst in bringing about far-reaching changes in the status of women and to a great extent education of women in the region has been fairly non-discriminatory. Despite the fact still many people has a large and big family and are not aware of the various method of family planning or even if they are aware of it they are not access to it. This may be due to any social stigma or cultural factors, against their faith or maybe against their husband wish to practice it. The literature review shows that there is large difference between the knowledge and practice of family planning and that it differs from one society to the other. The decision taken is mainly of a male dominated whereby the husband or a man takes a decision and there is less communication between the spouses regarding this matter. But there was no study to compare and analyze the practice of family planning only among young adult who are in the most productive age of reproduction. Therefore the main aim is to study the various factors on the usage of family planning methods and the usage of different family planning methods by the targeted study population. OBJECTIVES To learn about the respondents’ knowledge about Family Planning method To study the perception of married young adults towards Family Planning To know about the utilization of family planning services among married young adults. To learn about the misconception that the respondent has about family planning. To know about the reasons for not practicing family planning among the respondents. SIGNIFICANCE OF THE STUDY With Meghalaya having recorded one of the highest decadal growth and fertility rates in the country as per the latest census, the state government has emphasized on the urgent need to reduce the population in the state to ensure sustainable economic growth and development.The government is making efforts to stabilize the population of the country at a level consistent with the national  economy, said the Health Minister of the Government of Meghalaya. As per details from Census 2011, Meghalaya has a population of 29.67 Lakhs, an increase from figure of 23.19 Lakhs in 2001 census. Total population of Meghalaya as per 2011 census is 2,966,889 of which male and female are 1,491,832 and 1,475,057 respectively. In 2001, total population was 2,318,822 in which males were 1,176,087 while females were 1,142,735.The total population growth in this decade was 27.95 percent while in previous decade it was 29.94 percent. The population of Meghalaya forms 0.25 percent of India in 2011. In 2001, the figure was 0.23 percent. In spite of the low density and population of Meghalaya, it is worth noticing that, the state has a rapid population growth rate, and has the third fastest growing population in India, according to the Meghalaya Census 2011. Therefore, based on this idea, the purpose of this study is to know about the life situation of married young adults their knowledge, attitude and practice also their access and utilization of various methods of family planning. Furthermore, such type of research has never been conducted before in this particular area. Therefore, it is thought to be useful to conduct this study in this area where like everywhere else, over population seemed to be a major problem that affect both the mother and the infant. RESEARCH METHODOLOGY Research design The design to be adopted in this particular research is a mixture of explanatory, descriptive and research as the researcher will describe as accurately as possible the characteristics of married young adults and perception towards family planning and also to explain the causes and effect relationship between various factors that leads to the non utilization of family planning. Population of the study Any married young couples who come to Ganesh Das Hospital for maternal care at the period of data collection. Sampling Design The research will be carried out through a purposive random sampling as the sample will be selected based on judgement as to who can provide the best information to achieve the objective of the study. Tools for data collection Data collection will be conducted through structured interview method. This method will provide uniform information, which assures the comparability of data. Structured interviewing requires fewer interviewing skills than does unstructured interviewing Nature of tools Structured interview will be the tools used for data collection to ensure that all respondents are asked exactly the same set of questions in the same sequence and it is better for quantitative analysis. Sources of data Sources of data will be primary as well as secondary data as the researcher can obtain data through interview and also use census data to obtain information on the utilization of family planning in Meghalaya. Data analysis Data will be analyzed using Statistical test as per the requirement.This process will include editing, coding, classification and tabulation of collected data. LIMITATION OF THE STUDY Some sample may not respond to the researcher due to some ethical issues. Over population due to high birth rate may not likely seen as a problem to everyone. Since family planning is a wide concept, the researcher may not be able to cover all its respective area. WORK PLAN LIKELY OUTCOME This study is expected to describe the family planning knowledge, to identify the attitude towards family planning, highlight the factors and causes that hinder married young adult to practice family planning and to know about the rate of family planning utilization. Moreover, the study will also tell the strategies adopted by the married young adult in handling family size. Finally, the study would serve as a reference for the other like-minded individuals who would like to conduct a similar study in the future or who are interested in this field. .

Mister Monday and Keys to the Kingdom Essay -- Garth Nix

Mister Monday and the keys to the Kingdom Mister Monday the first book in the series Keys to the Kingdom by Garth Nix, is a story about an asthmatic boy named Arthur Penhaligon, who is forced into an adventure of mystery, turmoil, and understanding. This all begins on a Monday, his first day at a new school. This is the day Arthur is visited by a strange man who goes by the name Mister Monday, and is handed a key that resembles the minute hand to an old fashioned clock and a strange book leaving him with the knowledge that he is supposed to die that day. When something happens between Monday and his butler Sneezer, Monday grabs Sneezer and they disappear leaving Arthur to think it was a hallucination from the asthma attack. Only to Arthurs dismay as when he awakes in the hospital the key and the book are with him. The book contains many examples of religious symbolism and references, particularly in Judeo-Christian traditions. The prime example is the affliction of each Morrow Day with one of the seven deadly sins that resu lts from their choice not to obey the Will. †¢ Mister Monday: Sloth †¢ Grim Tuesday: Greed †¢ Drowned Wednesday: Gluttony †¢ Sir Thursday: Wrath †¢ Lady Friday: Lust †¢ Superior Saturday: Envy †¢ Lord Sunday: Pride Also, each part of The Will embodied appears to hold a virtue. Each piece of the Will holds one of the four Cardinal Virtues (Prudence, Temperance, Fortitude and Justice) or the Three Theological Virtues (Faith, Hope, and Charity). Each part of the will also seems to act in a way of the seven deadly sins, differently from that which their forms imply. The bear for instance seems to act slothful, and the carp seems to embody pride, whilst the snake seems wrathful. This may simply be a side-effec... ...corporates a main religious symbol and other symbolic terms into the book as a whole idea and base for his story. There was a lot to like about the book and very little to dislike for me, as the main character reminded me of myself, and I enjoyed how everything ties together in the book. I enjoyed the plot and setting of the book and liked how there were clues through out the book on how things would happen, some more evident then others. The only thing I didn’t like about the book were thee items used in that fashion within the house. Although the author described everything very well in the book there were some things he left out or assumed the reader already knew. To me I didn’t get some of the items use but for a more educated people it could have been easy. Overall I had a great time reading the book and think others should read it to, in my opinion of course.

Poor Teaching Style Essay -- School Teacher Student Education

The teaching style of my humanities teacher during my senior year, Mrs. Jones, had a negative impact on her students. She delighted in giving people bad grades by being critical and was not helpful towards struggling students. She belittled her students by laughing at them when they received a bad grade or had a question that she thought was simple. Mrs. Jones deliberately makes her grading system harder than the other humanities teachers, even though each student is taking the exact same test. Another example of a poor educational system is portrayed in the essay, "’I’ll have to help some of you more that I want to’: Teacher power, student pedagogy," by Christian Zawodniak. Some of the examples used in this story are similar to Mrs. Jones’s style. Even though some teachers have different teaching styles, the end result and goal of each teacher should basically remain the same. One quality that Mrs. Jones has that demonstrates a poor educational system, is her way of belittling the students. She never said comments like, "try harder next time," or anything encouraging. She just looks down upon students who do poorly. This is similar to the comment made in the story by Zawodniak where the teacher, Jeff, says, "I’ll have to help some of you more than I want to"(125). Both of these types of attitudes make students intimidated and afraid to ask anymore questions. Teachers should say comments more along the lines of, "if there are any questions†¦." Or anything encouraging. They should be open and willing to do anything for the students, but this is definitely not the attitude taken on by Mrs. Jones, or Jeff. Mrs. Jones loves giving back tests with bad grades. When the time came for Mrs. Jones to hand back a te... ...hings, including humanities class. My feelings towards her are similar to these of Zawodniak. I almost never wanted to try hard in her class, because I know that I can’t succeed in it. She makes me feel stupid a lot, which is the wrong way to act to a student. Her rude comments, laughing, and grading methods make me, as well as my other students, feel discouraged. No matter how much we studied, no on could ever do good in her class. Even if some teachers teach differently than others, all of them should want the student to feel confident about what they learned in the end. Mrs. Jones’s view is different in a negative way because she gets more joy out of watching students struggle than succeed. For these reasons, Mrs. Jones is the perfect example of a bad teacher whose policies and practices have detrimental effect on students’ ability and desire to learn. Poor Teaching Style Essay -- School Teacher Student Education The teaching style of my humanities teacher during my senior year, Mrs. Jones, had a negative impact on her students. She delighted in giving people bad grades by being critical and was not helpful towards struggling students. She belittled her students by laughing at them when they received a bad grade or had a question that she thought was simple. Mrs. Jones deliberately makes her grading system harder than the other humanities teachers, even though each student is taking the exact same test. Another example of a poor educational system is portrayed in the essay, "’I’ll have to help some of you more that I want to’: Teacher power, student pedagogy," by Christian Zawodniak. Some of the examples used in this story are similar to Mrs. Jones’s style. Even though some teachers have different teaching styles, the end result and goal of each teacher should basically remain the same. One quality that Mrs. Jones has that demonstrates a poor educational system, is her way of belittling the students. She never said comments like, "try harder next time," or anything encouraging. She just looks down upon students who do poorly. This is similar to the comment made in the story by Zawodniak where the teacher, Jeff, says, "I’ll have to help some of you more than I want to"(125). Both of these types of attitudes make students intimidated and afraid to ask anymore questions. Teachers should say comments more along the lines of, "if there are any questions†¦." Or anything encouraging. They should be open and willing to do anything for the students, but this is definitely not the attitude taken on by Mrs. Jones, or Jeff. Mrs. Jones loves giving back tests with bad grades. When the time came for Mrs. Jones to hand back a te... ...hings, including humanities class. My feelings towards her are similar to these of Zawodniak. I almost never wanted to try hard in her class, because I know that I can’t succeed in it. She makes me feel stupid a lot, which is the wrong way to act to a student. Her rude comments, laughing, and grading methods make me, as well as my other students, feel discouraged. No matter how much we studied, no on could ever do good in her class. Even if some teachers teach differently than others, all of them should want the student to feel confident about what they learned in the end. Mrs. Jones’s view is different in a negative way because she gets more joy out of watching students struggle than succeed. For these reasons, Mrs. Jones is the perfect example of a bad teacher whose policies and practices have detrimental effect on students’ ability and desire to learn.

The Issue of Race in Othello Essay -- Othello essays

The Issue of Race in Othello    In his production of Othello for BBC television (1981), Jonathan Miller asserted that Othello's race does not greatly impact his downfall in the play.   He maintains that while Shakespeare touches upon the issue of race, the cause of Othello's demise lies elsewhere.1   However, the implications of race in the play directly lead to its tragic ending; it is this issue that impels the characters to set the tragedy in motion.   Brabantio would never revolt against the union of Othello and Desdemona if it were not for Othello's blackness.   Roderigo could never be motivated to pursue Desdemona were it not for his belief that their relationship is unnatural.   By far the most significant racism is Othello's own, racism that Iago brings to the surface by playing upon Othello's racial insecurities.   Finally, it is racism that serves as Iago's primary cause in his destruction of Othello.   Brabantio is very selective about suitors for Desdemona, as is evident from his vocal condemnation of Roderigo.   After learning it is Roderigo lurking about his window, Brabantio tells him, "The worser welcome! / ... In honest plainness thou hast heard me say / My daughter is not for thee" (1.1.92-95).2   Although Roderigo is a wealthy native Venetian, in Brabantio's eyes he is not worthy of Desdemona.   Despite these strict standards, it would seem that Othello could win Brabantio's approval; he holds a lucrative and prestigious position as the general of the army, he is born of a noble background, and he has the respect of the State.   In addition, Brabantio has an affinity for Othello, as he explains, "[he] loved [Othello]; oft invited [him]; / Still questioned [him] the story of [his] life" (1.3.128-29).   There is no ... ...his possibility and fights it.   Through resisting the stereotypes, as opposed to acknowledging and accepting that they exist, Othello increases his internal conflict.   Had he the necessary strength and faith in himself, the conflict could not have arisen; for when there is no resistance, the struggle ceases.   Rather than label Othello as a racist or anti-racist play, it is more significant to see how, from a racial standpoint, the tragedy demonstrates the explosive effects that racial dissonance can produce when combined with other personal insecurities.    Notes 1.   Jonathan Miller, television interview, BBC, 1981.   Quoted by Sylvan Barnet, "Othello on Stage and Screen," in Alvin Kernan, ed., Othello, Signet Classic Edition (New York: Penguin, 1998): 230.   2.   All references to Othello are from the Signet Classic Edition (New York: Penguin, 1998).

A study to understand market acceptability of Pepsi Atom Essay

EXECUTIVE SUMMARY The project gives an overview of the Indian soft drink market various players, new entrants etc. The highlight of the project is to understand the launch of PepsiCo’s new drink Pepsi Atom and its market acceptability. PepsiCo’s drink didn’t appeal to masses. In spite of the innovative ideas, 360 degree marketing and a grand product launch the product didn’t do well. PepsiCo being a huge company launching such a product can be questionable. One of the motives could also be that the huge campaign could help brand recall. Pepsi Atom was target with consumers who need stronger drink. It was to attack the market share of Coca-cola’s Thums Up; however it failed. ACKNOWLEDGEMENT I wish to express my gratitude to all those who have helped to make this project a success. I would like to thank my project guide, Prof. Rajesh Vyas without his guidance and support this project would not have been possible. Also I would like to thank our director Dr. Kalim Khan who has provided us with the necessary infrastructure and guidance in the course of the project. Also I would like to take this opportunity to thank all the teaching as well as non-teaching staff for their continuous help and support. INDEX Sr. No. Particulars Page No. 1 Introduction 1.1 Industry Overview : Food & Beverage 6 1.1 A) Indian Soft Drinks Market – Detailed Report 7 1.2 Company Overview : PepsiCo Inc. 12 1.3 Pepsi Atom – The Josh Cola from Pepsi 20 2 Research Methodology 22 2.1 Research Design 25 2.2 Tools for Data Collection 25 3 Data Interpretation & Analysis 26 4 Findings 40 5 Recommendations 43 6 Annexure 6.1 Questionnaire 36 6.2 Bibliography Introduction 1. An Overview of Indian Food and Beverage Sector The Indian food and beverage sector is huge and highly competitive in nature. The industry comprises of several sub-sectors such as fruits & vegetables, meat & poultry, dairy, marine products, grains and consumer foods. Snack is one of the major segments of the packaged food division, which comes under the broad category consumer foods. Though the snacks market in India is dominated by the unorganized sector, the organized sector has shown remarkable growth in terms of market share in the last few years. The report provides a snapshot of the Indian snack industry which has witnessed several changes since 1995. In the initial years, the market was dominated by two players – traditional snacks player Haldiram and ‘Uncle Chips’ manufacturer Amrit Agro. Later on, with the entry of global beverage and snacks player PepsiCo, the market dynamics changed completely. Now, the market is dominated by PepsiCo with its wide range of product portfolio. The other major players include Parle Agro, ITC, Parle Products, Balaji Wafers and Parle Wafers among others. A number of regional players have also entered the market in the last few years and are giving tough competition to the big players. In 2012 India’s soft drink market grew about 23% to 435.54 million rupees ($7.29 billion) from 353.77 million rupees, while the carbonated drinks business grew 13% to 179.51 million rupees from 158.71 million rupees in 2011, Euromonitor data showed. 1.1.A. Indian Soft Drinks Market – Detailed Report 1970’s and early 80’s—the entry and exit of Coke India has proved to be perhaps the toughest battle ground for the Cola giants. Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s. Indian market was dominated by domestic brands, with Limca being the largest selling brand. Cola was the largest selling flavor with market share of 40%, Lemon drinks 31% and orange drinks only 19%. Up till 1977, Coca-cola was the leading soft drink brand in India. But due to norms set by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not return till 1993 after a 16 year absence from the Indian beverage market. FERA needed Coca-Cola to reveal its secret concentrate formula as well as reduce its equity stake which was not acceptable. Pure drinks, Delhi launched Campa-Cola, to take advantage of Coke’s exit and by the end of 70’s, were the only Cola drink in the Indian market. In 1980, Parle, another major Indian player launched Thums Up, the drink which till date is most popular soft-drink in India. Pure Drinks strongly objected to Thums Up being called a â€Å"soft† drink as it felt its taste is too strong. For over a decade, Parle led the Indian soft-drinks market, with its market share reaching a peak of 70% in1990. Attempt 1: In May 1985, PepsiCo joined hands with the RPG group to form Agro Product Export Limited. It planned to import Cola concentrate and sell soft-drinks under the Pepsi label and in return offered to export Juice Concentrate from Punjab. The government rejected the proposal due to its using a foreign name and importing the concentrate. Attempt 2: Pepsi decided to play the Punjab Card by promising to invest $15 million in Punjab, establish an Agro Research centre (costing Rs 1.55 crores), a potato and grain based processing unit (costing Rs 8 crores) and a fruit and vegetable processing unit (costing Rs 5 crores). Benefits and proposal included better market for rice, wheat and fruits in Punjab, creation of 25000 jobs in Punjab and 25000 more in other areas. In 1988, government agreed. PepsiCo entered as Lehar Pepsi and by 1991, it was clear that most of its promises were just on paper. The company did improved the productivity in India, introduced farmers to new technology, established agriculture research centers in Jallowal and Channo (in Punjab) and Nelamangla in Karnataka and invested more capital than promised (by the year 2000, total investment was Rs 18 billion), but the picture on many other aspects was gloomy. The planned operations in Punjab were delayed and as a result, local farmers had to bear a combined loss of Rs. 2.5 Million. Pepsi paid only 0.75 Rs/Kg of Tomato compared to open market price of Rs 2/Kg. Employment was provided to only 783 people as compared to 50,000 promised (although company claimed it to be 26,000 due to direct and indirect operations). It began exporting tea, rice, shrimps,  glass bottles, leather products as against fruits and vegetable products. There was an even a show-cause notice to Pepsi by the ministry of commerce. Luckily for PepsiCo, in 1991, the government of India liberated the economy on grounds of severe foreign e xchange crisis and Pepsi was freed from all the commitments it had made during entry. Re-entry of Coca-Cola in 1993 On the 26th of October 1993, Coca-Cola re-entered the Indian market having acquired some of the leading Indian soft drink brands from Parle, namely Thums-Up, Maaza, Limca, Goldspot & Citra. These brands joined Coke’s portfolio of international brands i.e. Coca-Cola, Sprite, Fanta, Schweppes as Coca-Cola India took control of the top soft drink brands in India from the very beginning. From 1993 to 2003, company invested US $ 1 billion in India. The beginning of Cola War For the Cricket World Cup 1996, Pepsi was not the official sponsor of the tournament, Coke was. But Pepsi had a whole pool of best players roped in as brand ambassadors from the sub continent and abroad. The ad campaign of â€Å"Nothing Official About it† rocked the country and despite Coke being the official sponsor, it was Pepsi which hogged the publicity. In 1998, with the release of blockbuster movie â€Å"Kuch Kuch Hota Hai†, Pepsi took out another ace from its sleeve, featuring Shahrukh, Rani and Kajol in its ad. The punch line was â€Å"Yeh Dil Maange More† which was an iconic line and struck a chord amongst the people. Coca-Cola countered by spoofing the ad, using Sprite, to hilarious effect. Pepsi responded with a spoof of its own, starring Azhar and Jadeja hitting on the Coke line of â€Å"Eat Cricket, Sleep Cricket, Drink Only Coca Cola† with the punch line of â€Å"More More Cricket, More More Pepsi†. Coke again hit back, this time with Thumbs Up ad. They portrayed the cricketers as monkeys and ended the ad with â€Å"Don’t be a bunder (monkey) Taste the Thunder!† Situation  turned ugly with Pepsi going to court and finally ended with Coke withdrawing the ad. The Cola wars went on full-fledged till 2003, when a pesticide controversy forced Coke and Pepsi to fight on the same side in so called â€Å"India’s New Cola Wars†. The Controversies Presence of Pesticides: In 2003, the Centre for Science and Environment (CSE) findings stirred the beverage industry in India. CSE claimed to find dangerous levels of pesticides in all the 57 samples of 11 soft drinks brands collected by the organization from 25 different manufacturing units of Coca-Cola and PepsiCo spread over 12 states. The study found a cocktail of three-five different pesticides in all the samples – on an average 24 times higher than norms laid down by government-run Bureau of Indian Standard (BIS). Rajasthan, Madhya Pradesh, Chhattisgarh, Gujarat and Kerala banned the sale of Colas in schools, colleges and government departments, and other states also took adversarial measures. The day after the CSE’s announcement, Coke and Pepsi came together in a rare show of solidarity at a joint press conference. The companies attacked the credibility of the CSE and their lab results, citing regular testing at independent laboratories proving the safety of their products. They promised to provide this data to the public, threatened legal action against the CSE while seeking a gag order, and contacted the United States Embassy in India for assistance. They roped in major film stars to explain their purity to public. Despite all these measures, sales dipped by as much as 80% in some regions. The soft drinks industry took over a year to get back on the growth track. Ground Water Crisis: Coca-Cola was recently accused of ground water depletion in many areas of the country. Coca-Cola’s bottling operations – which extract hundreds of millions of liters of water from the groundwater resource – have significantly worsened the water crisis as groundwater  levels have dropped sharply since Coca-Cola started its operations. The company was also accused of indiscriminately dumping its toxic waste into the surrounding areas – polluting the water as well as the land. The Coke reiterated its commitment to trim down water usage and take steps towards environment sustainability and farmer’s welfare. However, activists retort that Coca Cola is in the business of water usage and wasting, creating a luxury product largely for the middle class. They are unlikely to put water concerns over profits, until they are forced to. The road ahead Amidst various allegations and controversies, the soft drinks industry in India, supported by its booming economy, strengthening middle class and low per capita consumption, is growing at a cruising pace. The focus has shifted from carbonated drinks to Fruit drinks, with both the companies launching Lemon drinks in 2009-10. In the next few years, the fruit juice category is likely to carry the growth flag forward as consumers become more health conscious. The companies are likely to take more steps to deal with environment sustainability. But the Cola wars are here to stay. We as customers can be assured of superior products and hilarious ads in the process. And are we complaining? 1.2 About PepsiCo Inc. PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Their main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – making hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by their unique commitment to sustainable growth by investing in a healthier future for people and our planet, which they believe also, means a more successful future for PepsiCo. They call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our  associates; and to respect, support and invest in the local communities where we o perate. Headquarters: Purchase, New York U.S. Area Served: Worldwide Key People: Indira Nooyi (Chairman & CEO) Core net revenue: $65.492 billion (Source: Balance sheet of PepsiCo Inc 2012) PepsiCo India PepsiCo entered India in 1989 and in a short period, has grown into one of the largest and fastest growing food and beverage businesses in the country. PepsiCo India’s growth has been guided by PepsiCo’s global vision of â€Å"Performance with Purpose†. This means that while businesses maximize shareholder value, they have a responsibility to all the stakeholders, including the communities in which they operate, the consumers they serve and the environment whose resources they use. They are one of the largest food and beverage businesses in India. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. PepsiCo India has not only grown to become one of the country’s largest food and beverage businesses but has also become a powerful and consistent driver of PepsiCo’s global growth. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are household names trusted across the country. A growing portfolio of enjoyable and wholesome snacks and beverages PepsiCo’s portfolio reflects its commitment to nourish consumers with a diverse range of fun and healthier products. The portfolio includes several healthier treats like Quaker Oats, Tropicana juices, multigrain Aliva range which is baked, rehydrator Gatorade, Tata Water plus, Lay’s baked range and Lehar Iron Chusti fortified extruded snack with superior quality iron & B-vitamins. Model partnership with over 24,000 farmers: PepsiCo has pioneered and established a model of partnership with farmers and now works with over 24,000 happy farmers across nine states. More than 45 percent of these are  small and marginal farmers with a land holding of one acre or less. PepsiCo provides 360-degree support to the farmer through assured buy back of their produce at pre-agreed prices, quality seeds, extension services, disease control packages, bank loans, weather insurance, and the latest technological practices. Global leader in water conservation: In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touchà © Tohmatsu India Pvt. Ltd and has been Water Positive since then. The company made this possible through innovative irrigation practices like direct seeding, water recharging, and by reducing the consumption of water in its manufacturing facilities. PepsiCo is lauded for its efforts for water conservation. Care for the environment: PepsiCo is focused on reducing its carbon footprint. Nearly 30 percent of its energy is today generated from renewable sources such as rice husk boilers and wind turbines. Initiatives such as reduction of use of chemicals, eco-friendly packaging initiatives and efficient waste management help reduce load on the environment. PepsiCo India’s award-winning Waste to Wealth recycling program reaches 465,000 families. Exemplary employment practices: PepsiCo India presently employs 6,400 people and provides indirect employment to almost 2,00,000 people. The company believes in providing employment and growth opportunities to local talent. Its ‘College of Leadership’, ensures early identification of talent, and employees’ focused development through critical experiences. The company emphasizes â€Å"Winning with Diversity and Inclusion† and has a significant number of women in the leadership team in India. PepsiCo India has won the prestigious Hellen Keller Award from the National Centre for Promotion of Employment for Disabled People (NCPEDP). Brands of PepsiCo in India PepsiCo India has various brands under its umbrella the food and beverage industry in India. It enjoys second position in terms of market share, at 34.1% in an aerated drinks industry which is valued at Rs. 14k Cr. Foods PepsiCo’s foods division Frito-Lay is the leader in the branded salty snack market. All its products are free of trans-fat and MSG. It manufactures Lay’s potato chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands. The company’s high-fibre breakfast cereal, Quaker Oats and low-fat and roasted snack options like Aliva increase the number of healthy choices available to consumers. Aliva Cheetos Kurkure Lay’s Lehar Namkeen Quaker Oats Uncle Chipps Beverages PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7UP, Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drink Gatorade and fruit juices such as Tropicana and Tropicana 100%. 7UP Aquafina Duke’s Gatorade Mirinda Mountain Dew Nimbooz Pepsi Slice Tropicana PEPSI Brand History Pepsi is a hundred-year-old brand loved by over 200 million people worldwide. The largest single selling soft drink brand in India, Pepsi is ubiquitous on just about every social occasion. Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the single largest selling soft drink brand in India is actually a formula concocted a century ago in a faraway continent. 1886, the US. Caleb Bradman, a man with a plan formulated a blockbuster of a digestive drink and decided to call it Brad’s drink. The potion was to become Pepsi Cola in 1898, and eventually, Pepsi in 1903. Since its inception, Pepsi has always been at the forefront of the beverage industry and has come up with revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable plastic cola bottles and the enviable My Can. Brand Advantage Pepsi has become a friend to youth and youth culture. Over generations, youngsters have grown up with Pepsi and have shared an emotional connect with it unlike with any other cola brand. Be it parties, hangouts with friends, or just another day at home, a day is never complete without the fizz of Pepsi! Pepsi has always fuelled youth passions like cricket, Bollywood, music and now football. Youth icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag, Sachin Tendulkar, Priyanka Chopra and Deepika Padukone have endorsed Pepsi since its launch in India. Pepsi Changed the Game during the 2011 cricket world cup by challenging convention, celebrating the unorthodox and by becoming the official sponsor of everything that was unofficial about the sport! Change the Game even as a thought has gained enormous popularity and generated tremendous buzz. Taking the same theme forward in 2012, Pepsi changed the game yet again by  taking the lead in celebrating the exciting new platform of football. Having brought the biggest international football stars and pitching them against the mighty Indian cricketers in a classic faceoff for Pepsi – is something which only a brand like Pepsi can deliver. Quick Brand Facts Flagship brand of PepsiCo. 100 year old brand loved by over 200 million people worldwide. An iconic youth brand in India. The single largest selling soft drink brand in India. 1.3 Pepsi Atom – Josh cola from Pepsi Created for the Indian market, in collaboration with Pepsi-Co’s global innovation team, it is a result of extensive flavour development and consumer testing in the country. The cola, the latest addition to the fast growing branded beverage market in India, is available across the country. It comes in a bold black and blue packaging including a 250 ml My Can at an introductory price of Rs 15 and a 500 ml PET bottle at Rs 25. 200 ml returnable glass bottles (RGB) are also available in select markets at Rs. 10. Introductory prices, however, may vary slightly in different markets. Bollywood actor Sushant Singh Rajput is its brand ambassador. See beyond senseless stunts and exaggerated action. Get ready to get real with the Pepsi Atom, the Josh cola from Pepsi. Piyo Josh Mein. Jiyo Hosh Mein PepsiCo India vice-president (beverage marketing) Deepika Warrier said Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. â€Å"From robust distribution to large-scale sampling; high-visibility launch at Pepsi IPL to an insightful and relatable campaign, we have aggressive plans,† she added PepsiCo spoofs Thums Up with its Atom campaign The Atom commercial reminds us of the old Thums Up ad. The launch campaign of Pepsi Atom brought spoof advertising back to the cola war turf after years. For at least 10 years, Thums Up has been showing extreme daredevilry in its advertising, through actors such as Akshay Kumar and now Salman Khan. The Atom ad shows a macho man getting slapped by a woman after he mistook her husband for a thief and then the smart guy comes and offers him Atom. Pepsi’s new ATOM to fizz over TOOFAN With an estimated market share of 15%, Thums Up aka TOOFAN is the undefeated champion in the Rs. 14000 cr. Indian soft drinks market. The local brand from the house of Parle Agro was sold to Coca-Cola and then started a journey the buyers never dreamt of. Coca Cola apparently tried to kill the brand once they got hold of it. But, they misread the market and had to channelize the brand in a whole new avatar. The Indian Youth of 80’s and early 90’s were more flaunting in nature and Thumps Up added the zing to this macho era. But with the launch of Spicy Pepsi, there can be a tough completion. PepsiCo the title sponsors of IPL who have bagged the pouring rights for the event, spent approximately Rs. 160 cr. over a span of 50days. ATOM is launched into the markets as internal completion to Thums Up. High Carbonation is the only difference that makes Thums Up a leader in it segment. With the huge failure of Pepsi Blue, this new variant looked a lot promising. Some questions that will be answered towards the end of the report: 1. IPL has started to lose out in terms of viewership, is it safe to put money in this platform? 2. Yougistan was much appreciated, but are they on the right move with their ‘OH YES ABHI’ act? 3. Spicy gives it a Desi Kala Khatta effect, so is it positioned right? 4. It’s hard to play with Consumer Taste Preferences, is the right move taking the approaching summers into consideration? 2. Research Methodology What is Research? Research is a logical and systematic search for new and useful information on a particular topic. It is an investigation of ï ¬ nding solutions to scientiï ¬ c and social problems through objective and systematic analysis. It is a search for knowledge, that is, a discovery of hidden truths. Here knowledge means information about matters. The information might be collected from diï ¬â‚¬erent sources like experience, human beings, books, journals, nature, etc. A research can lead to new contributions to the existing knowledge. Only through research is it possible to make progress in a ï ¬ eld. Research is done with the help of study, experiment, observation, analysis, comparison and reasoning. Research can be conducted by a proper and systematic method. Research methods are the various procedures, schemes, algorithms, etc. used in research. All the methods used by a researcher during a research study are termed as research methods. They are essentially planned, scientiï ¬ c and value-neutral. They include theoretical procedures, experimental studies, numerical schemes, statistical approaches, etc. Research methods help us collect samples, data and ï ¬ nd a solution to a problem. Particularly, scientiï ¬ c research methods call for explanations based on collected facts, measurements and observations and not on reasoning alone. They accept only those explanations which can be veriï ¬ ed by experiments. For any research to be accurate and upto the mark, one needs to collect data and information and conduct analysis accordingly. Thus data collection has to be done. Data can be collected in mainly two ways: Primary data collection Secondary data collection 1. Primary Data: The primary data is that data which is collected fresh or first hand and for first time which is original in nature. Primary data can be collected through personal interview, questionnaire, experiments, survey etc to support the secondary data. Primary data can also be collected by observation. Primary data collection gives a personal touch to the data. It also requires field visits. Primary data is not easily available as one has to go for field visits. 2. Secondary Data: The secondary data are those which are already collected and stored. Secondary data can be easily obtained from records, journals, annual reports, web-blogs, periodicals, magazines. Easily available after the invent of electronic media. For this project primary data has been collected by questionnaire filling method. Secondary data is also used from company websites, other research websites, books and reference material. Recommendations are given on the basis of personal observations and responses received by asking verbal questions to respondents. Data collected by questionnaire is based on sample method. Sampling Sample is a subset of elements from population. It can be better explained as a process of selecting members or elements of a sample from a given population. A bunch of people have been considered, and considered as a universe and sampling is conducted on them. Probability Sampling Methods – A mathematical chance of selecting respondents. There are number of probability sampling strategies that can be used that vary in their complexity. They are: Simple Systematic Stratified Proportionate Cluster Multistage Simple Random Samples: Under this method of sampling the potential people you want to interview are listed e.g. a group of 100 are listed and a group of 20 may be selected from this list at random. The selection may be done by computer. Simple random sampling is the most straightforward of the random sampling strategies. We use this strategy when we believe that the population is relatively homogenous for the characteristics of interest. For example, let’s say you were surveying first-time parents about their attitude towards mandatory seat belt laws. You might expect that their status as new parents might lead to similar concerns about safety measures. On campus those who share major might also have similar interests and values; we might expect psychology majors to share concerns about accesses to mental health services on campus. 2.1.A Research Design Primary data was collected for understanding consumer preferences Secondary data was used for the competitive analysis. Data available on the internet was used in the research. 2.1.B Tools for Data Collection: Primary Data Collection was done through responses collected from questionnaire. The competitive analysis had to be done on the television commercials of the competitors. Secondary data was also collected through various websites. Data Interpretation and Analysis Inference: It can be seen that out of the sample size of 100, 86 people consume aerated drinks. This shows that the market for soft and aerated drinks is huge. The soft drink market today is estimated to be at 14000K Cr. (July’13 A.C.Neilson report). Inference: The awareness about various brands is very well known in the market. All brands are equally known by the consumers. Even the newly launched drink Rio- by Silver Ice Beverages is well known to the masses. Inference: The above chart shows that the major reason behind people not consuming soft drinks is that they find it unhealthy. The unhealthy factor could be due to excess sugar, or the way it affects the tooth. Also a major chunk does not like its gaseous effect. Inference: PepsiCo did a high visibility launch of the product in IPL. PepsiCo roped in Kai Po Che star Sushant Singh Rajput as their brand ambassador. Pepsi Atom has a huge brand recall. Inference: Pepsi Atom’s first commercial was released on 1st May’13. The commercial was shown during all the breaks during the IPL matches, the frequency was huge. Thus the highest level of awareness about the product was created by TV commercial. Apart from this, their facebook page also gave them a good engagement ratio. Inference: Out of the entire sample 86% people said they consume soft drinks. Out of this only 47% people have tried Pepsi Atom. These are mostly the first time buyers. After the huge media spends and the kind of buzz created this ratio could have been better. Inference: Pepsi Co. launched Pepsi Atom as a strong drink to compete with Coca-cola’s Thumps Up which has a standalone market share of 15% in the Rs.14000 cr.  soft drink market. The commercial was an direct attack to Thums Up ads which shows macho men doing high end stunts. But the following research shows that this was not very much appreciated by the masses. The ad couldn’t even create an interest for consumers to try Pepsi Atom. Inference: The following data analysis clearly shows that people were dissatisfied with the taste of Atom. Almost 50% found its taste to be bad. Pepsi Atom was an innovation by PepsiCo which was targeted at the Northern region, which demands a stronger fizz. But Pepsi Atom couldn’t satisfy the taste buds of Indian consumers. Inference: The fizz content of Pepsi Atom was more than satisfactory, which is a added advantage for the product. Even then huge chunks of approximately 33% were not satisfied with the level of fizz. Inference: The colour of the product is like any other black colour drink; hence not much could be said about this parameter. Inference: The packaging of the bottle is very stylish, agreed almost 50% of the respondents. Interference: The product is priced according to industry levels. The product is available in tetra packs as well as returnable glass bottles and is priced same as PepsiCo’s other beverages or Coca-Cola’s other products. Inference: PepsiCo had invested huge amount in the distribution channel of Pepsi Atom. Also spent a lot of amount in its marketing, thus it can be seen that the availability was very good. Inference: The SKU of Pepsi Atom was on par with other industry players. This can be seen in the above bar diagram. Q.9 How different is Pepsi Atom’s taste from other products? This question was answered by individuals by mentioning how they actually found the taste. A snap shot of the same is given below: Inference: 72% repondents denied making a repurchase of Pepsi Atom. If there are no repurchaes it will certainly affect the brand Pepsi as an entity. Inference: PepsiCo conducted a sampling and engagement exercise for Pepsi Atom with over one million consumers across key centres. It said the new brand was in line with its commitment to the Indian consumer. In spite of this 50% of the respondents found the taste to be inappropriate. The market research could be faulty in this case. Findings: Taste: The taste of Pepsi Atom did not touch the tongues of people. Pepsi Atom tastes like cinnamon cola; people preferably do not like taste of cinnamon into cola. It actually feels like one is having some spicy cola. I had also come across a random opinion which mentioned Pepsi Atom tastes like liquefied chawanprash. This chawanprash type taste can certainly lack acceptability to people who like to consume Pepsi along with their meals. Branding v/s Reality: The branding of Pepsi Atom did very powerfully keeping in mind all the factors: Brand Ambassador like Shushant Singh Rajput, a powerful event campaigning and above all positioning it as ‘Josh Cola From Pepsi’. Since it was supposed to be positioned against ‘Thumbs-up’, it campaigned it as Josh Cola. Positioning a spicy cola as Josh cola is merely nothing but an exaggeration. Josh cola builds a perception that it’s an energy drink which is not the reality. Product Innovation: Its time when people are getting health conscious. Since cola drink are not considered healthy to consume, Pepsico could have thought of drink with combination of Cola and some energy ingredients making it a real energy drink for Machos (Young Adults). It would have been best way to shoot thumbs-up. Recommendation: The product should be discontinued immediately and sent back to R&D department. If not this than at lest the advertising spends on this product should be stopped with immediate effect. Pepsi Atom’s packaging was very much appreciated by the masses; PepsiCo can use this packaging on other product or on some new product which it may launch in future. Coca-cola has reduced the prices of their product which has helped in increasing the sales. PepsiCo can also adopt this strategy. Coca-cola reduced their advertising spends and all that cash was used here. PepsiCo has received a huge brand re-call during this IPL span; hence advertising now is not very much needed. PepsiCo India President Manu Anand Quits Manu Anand, region president for India and South Asia at beverage and snacks company PepsiCo, quit the company on Wednesday, 20th June’13. PepsiCo India’s overall share in April was lower than last year, with Coca-Cola managing to increase market share in the same period. PepsiCo’s market share in April this year fell to 29.7% from 32.1% over the same month last year, Coca-Cola increased its market share to 48.3% from 45.8%. PepsiCo had been banking heavily on the IPL T20 and spent a record Rs 160 crore on the tournament, but Coca-Cola grew faster in the period was the final trigger for Anand’s exit. PepsiCo had paid the cricket board Rs 396 crore to buy title sponsorship rights for five years of the IPL starting this year — double of what previous title sponsor, real estate firm DLF, had paid. The spend, media buyers, believe, over-estimates the potential of the controversy-ridden IPL. What Coca-Cola did? To match PepsiCo’s heavy ad spends in the summer season, Coca-Cola has dropped prices of 200-ml glass bottles to Rs 8 in most markets. Coca-Cola has also been discounting heavily in sales to trade and pushing multi-serve packs such as 400 ml, 300 ml glass bottles and 500 ml PET bottles. Annexures Questionnaire Name: _____________________________________________________ Contact no.: _________________Email id: ______________________ Age group 12 yrs – 18 yrs 19 yrs – 30 yrs 31 yrs – 45 yrs 46 and above Gender: Male Female Occupation: Employed Business Self-employed Student House-maker Retired Others ________________ 1. Do you consume soft drinks? a) Yes b) No (If yes please skip question no. 3) 2. From the following soft drinks which ones are you aware off? a) Pepsi b) Coca-cola c) Fanta d) sprite e) Limca f) Thums-up g) Mountain Dew h) Rio i) Appy Fizz j) Miranda k) 7 Up l) Any Other __________________ 3. Please share with us the reason for not consuming soft drinks? a) Its unhealthy b) Allergic to such drinks c) Do not like the gaseous effect d) Do not like the overall taste e) Do not like the sweet taste f) Others: _______ 4. Are you aware of Pepsi Atom? a) Yes b) No (If yes go to next question, if no please exit the survey) 5. Please share with us the mediums through which you became aware about Pepsi Atom? a) TV b) Radio c) Print d) Outdoor e) Internet f) Friends and relatives g) Others (Please specify) _____________ 6. Have you ever consumed Pepsi Atom? a) Yes b) No (If yes skip the next question and go to questions no 8, if no answer next question) 7. Please share with us the reasons why you never consumed Pepsi Atom. a) It was not available b) The advertisement couldn’t create interest for me to try Pepsi Atom c) Doesn’t find it to be worth the price d) Loyal consumer of other brand; Please mention the name of the other product ______________ e) Others : ______________ 8. Kindly rate Pepsi Atom on the basis of the following parameters, 1 being lowest and 5 being highest a) Taste b) Fizz c) Colour d) Packaging e) Price f) Availability g) Volumes/Sizes 9. Does it have a similar taste to any other product? If yes, please mention the name of the similar product : ________________ 10. Will you purchase Pepsi Atom again? a) Yes b) No (If yes exit the survey; thank you for participating. If no then proceed to next question) 11. What is that you did not like about Pepsi Atom a) The taste was not appropriate b) Highly carbonated c) Gives a burning sensation d) Not worth the price e) Others ______________ Bibliography Source The article is published in the 2010 edition of theAnnual Marketing Magazine titled â€Å"MADazine† of VGSOM, IIT Kharagpur. https://www.facebook.com/pepsiatompepsi http://www.campaignindia.in/Tag/pepsi_atom.aspx http://pepsicoindia.co.in http://www.pepsico.com/

Beautillion & church and school

When I look back unto my life, I find that it has – short as it may be – so far been a good one. Divided between church and school, and backed up by my home, I understand quite well that I am luckier than most youths my age. I don't do drugs – beyond the legally allowed ones, such as coffee – I don't drink. I don't have an unstable situation is my household, nor am I close to a dropout, as many youths are.I've found God and was able to implement Him into my life as an advisor and someone to talk to on an everyday basis. I don't meet with discrimination much, not more than any of my peers.And yet I find there is something left unfulfilled in my life. So I look back upon myself and the places I inhabit, and recollect, to move forward with the improved knowledge of myself. My home has always been good to me. I have always had a great relationship with my parents, who were an inspiration for the many things I do. Without their support, I would never have been able to gather the determination to study the saxophone long enough to be an active member in a marching band. They are also the ones who taught me compassion and to look at the elderly in a different, kind light.This has led to one of the most enjoyable experiences of my life: using my ability to create music to help the elderly in their retirement homes. This is a daily school of tolerance and kindness for me, and I can with all honesty say that I have learned much from them and with their help. My parents have also always been there for me, through thick and thin, and for that I am eternally grateful. School is a very important part of my life. It gives me the information I need to live well. I am a good student, my grades are above average, but the more I learn, the more I see that education I am getting is really rather basic.Since I study more than I am supposed to by normal school standards, I can see that there is much more to be learned than high school gives us. There are obvious gaps in our education, and I think they create part of the problems this country is having. I try to alleviate the unfortunate side effects of early specialization through my own efforts, but this is rather difficult. I can only hope that when I get into college the situation will be somewhat amended by the possibility of free research and the aid of experienced scholars.Still, school is a great learning experience for me, because, even despite the lack of serious understanding of the natural and social sciences, it is a great place to adapt to adult life and learn how to gradually take responsibility. I try to make the most of school, but am anxious to gain the greater opportunities of college. My church life is a good one, as well. I am a Baptist, and love my congregation for the principle of sola scriptura. Every single Baptist must think for himself and commune with God directly.I know I have a living, personal God looking after me, and I confide in him. When I look at m embers of other confessions I feel sadness, because I know that very many of them are mistaken and are led down the darker paths of life, and quite possibly into the bowels of Satan. I try to help them best I can, through intelligently questioning them on their morality and faith in God. I try not to act too strongly in my desire to help, as many people consider such actions an infringement of their personal space, even though I am simply demonstrating how Baptism helps in living a good life.However, I am happy in the lap of my Church, and I try to lead others to it by example. After all, if we do not help these people, who will tell them that they are in the grave danger of sin? I take pride in getting the chance to help those who strayed from Jesus’s flock. My life may seem perfect from this essay. I am very well-rounded education-wise; I have a good home, and a direct hotline with God. Yet there is something always left unfulfilled. I do not mean the failures of life †“ those I have long learned to accept and to listen to as mere messages.Perfection is lonely, and, though I have most anything I really want, I do not know what to desire further. I have reached a stage in personal development when just helping myself is not enough. A new need opens up in me, slowly and steadily. It is the need to help others. What use is there for good in my own life if my best friend is troubled? How worthy am I if my mother cries at night, for any reason? These questions haunt me constantly, and drive to begin a new stage – life as a servant to the people.