Best ERP Systems Research Paper Example | Topics and Well Written Essays - 1250 words

Best ERP Systems - Research Paper Example Additionally, the ERP can also include other applications for the finance and human resources areas of an organization. Normally, a relational database system is used or integrated with an ERP system. Moreover, the implementation of an ERP system can engage substantial business process analysis, workers retraining, and new work processes (Brislen & Krishnakumar, 2000; Creative Chaos (Pvt.) Ltd., 2012). This research is aimed at selecting a most excellent ERP solution for the business corporation. In this scenario, an ERP system will be chosen from world top ten ERP solutions. World Top Ten ERP Systems Given below is a list of world 10 best ERP systems: (Shaul, 2011) SAP Oracle Microsoft Infor IFS Abas Epicor Syspro Plex Sage Selection of Best ERP System I have conducted a detailed research to determine the best ERP option. For the selection of an ERP I considered their capabilities and business facilities. In this scenario, I found SAP ERP as the world leading and most excellent solu tion for the business and corporate operational management (Daneva, 1999). In past few years, SAP R/3 technology based system has turned out to be one of the best options for many business organizations that have boarded on business procedure optimization. The majority of them have made the selection of SAP R/3 enterprise resource planning package for the reason that SAP has attained the instant profits which resulted from the full software reprocess. Since its establishment in 1972, SAP has developed as well as productively upheld the communications of procedures, people and tools for clients to reuse. In addition, SAP has always carried out the systematic and logical software reprocess strategy. However, it initially prepared the reuse practice as an integral part of the R/3 Configure-to-Order cycle and started reusing effectively and efficiently. Therefore, in 1992, due to the rising influence of venture modeling architectures, methodologies for integrated IT, and business engine ering tools, SAP R/3 requirements recycle turned out to be the major stream. In addition, to attain these elevated altitudes of reuse; SAP has designed and implemented the R/3 Reference Model, which is a wide-ranging ERP architectural justification of the FU3 System contained 4 visions: (Daneva, 1999) Business process view Function view Data view Organizational view Sap ERP Capabilities The ERP SAP system provides the facilities of centralized data storage and communication. This system provides an excellent support for data handling, planning and management. Hence, the ERP SAP implementation at an organization brings numerous benefits such as better administration and planning of organizational business. SAP services provide the organizations with trouble-free technical capabilities for dispersed systems with functionality that wraps every main feature of advanced operation, process, and permanent development (SAP1, 2012; SAP2, 2012; SAP3, 2012; SAP4, 2012; SAP5, 2012). In addition , SAP ERP technology offers a centralized data storage that is responsible for managing and organizing the management operations, ERP SAP services tools and components to augment the dependability of organizational solutions

Meaning of Life and Daffodils Essay Example for Free

Meaning of Life and Daffodils Essay The person who is saying the poem is a person who hardly admires nature for its true beauty. 2. Occasion: A trip to the lake inspired this poem because there he saw all these daffodils by the lake and compared them to stars. 3. Audience: The audience for this poem are all those who do not appreciate the beauty of nature and more so to the well-educated. 4. Purpose: The reason Wordsworth wrote this poem was to express the beauty of all nature and how we take its beauty for granted. He is wishing to convey that we should acknowledge nature because we are nature and nature is in all of use. Also that we should admire its beauty before the image is gone and it’s too late. 5. Subject: The poem is about a man who takes a trip to lake and wanders around without a care in the world, like a cloud. Then he sees all these daffodils and compares them to stars. Later he returns to his couch to then realize that the scene was beautiful and that all nature is beautiful. 6. Tone: The author’s attitude towards nature is that he loves the beauty of it and how should admire its beauty. That it should take a â€Å"pensive mood† (Line 20; Wordsworth) for us to realize the beauty of nature, because we should always admire its beauty. Poem Analysis TP-CASTT 1. Title: The title seems to give off a sense of relaxation and a worry free feeling. Floating through life with no worries, like a cloud. 2. Paraphrase: A person is wandering around like a cloud does when it floats high over vales and hills. At a glance he sees a host of golden daffodils beside the lake, beneath the trees, fluttering and dancing. He compares the daffodils to the stars and how the flowers remind him of the Milky Way. The flowers stretch endlessly along the margin of the bay. He saw just ten thousand in one glance. The waves besides the flowers danced but they could not outdo the sparkling waves of the daffodils. A poet could not be happy in such jocund company. He gazed at the show but thought little of what wealth the show to him had brought. It wasn’t until he lay on his couch in a pensive mood that the image flashes before is inward eye, which is the bliss of solitude. Then finally his heart is fills with pleasure and dances with the daffodils. 3. Connotation: The author uses personification to bring to life the daffodils and to connect them with humans. â€Å"dancing in the breeze. † (Line 6; Wordsworth) This imagery gives us a sense that the daffodils are trying to communicate with us through â€Å"dancing†, and tell us that we are really no different than them. The author gives off a relaxed tone by making the speaker wander like a cloud, and we can also tell that the author loves the beauty of nature and thinks that we are connected to it, by what he has the speaker do in the poem. The attitude that the speaker has toward nature is that at first he doesn’t really admire the beauty of the daffodils until he lies on his couch and thinks about what he saw. The speakers attitude towards himself is that he doesn’t really see what’s so important about nature, until he really thinks about it. . Shifts: The poem shifts when the speaker says, â€Å"but little thought,† (Line 17; Wordsworth). It also shifts when he lies on his couch to think about nature. It shifts from a sense of perspective, because at fist he just examined the lake and saw daffodils, but it wasn’t until later, after he left, that there was more to the daffodils than just being plants. 6. Title: Now when I see the title is see that it is saying that the speaker is wandering though life with no knowledge about nature and its connection with life. 7. Theme: The poem is about a man who takes a trip to lake and wanders around without a care in the world, like a cloud. Then he sees all these daffodils and compares them to stars. Later he returns to his couch to then realize that the scene was beautiful and that all nature is beautiful. The theme of the story is that we just see nature as plants and trees and we do not admire the true meaning of nature. Once we do see the true meaning of nature and how we are connected, we are not around to admire its beauty in person because it’s too late.

The Wright Brothers: Great Innovators of Flight Essay example -- Wilbu

Throughout history, mankind has been fascinated with the concept of flight. It was not until the turn of the 20th Century that the dream of flying among the birds became a reality. On December 17, 1905, Wilbur and Orville Wright flew on the first flying machine that was heavier than air. The Wright brothers made a legacy for themselves and are remembered as some of the greatest innovators of their time. In this report, I will give a brief biographic account of the early adulthood, pre-flight business endeavors, and the events that led up to the innovation that evolved into modern aeronautics. Wilbur, the eldest, was born near Millville, Indiana in 1867. Orville was born Dayton, Ohio, in 1871. During their childhood, the Wright brothers were inseparable. According to The Wright Brothers by Russell Freedman, Wilbur Wright once said, â€Å"From the time we were little children, my brother Orville and myself lived together, played together, worked together and, in fact, thought together.† Even as adults, they shared everything from a joint bank account and their flight experiments. To the surprise of the public, despite being good students, neither of the Wright Brothers finished high school nor received any special education in the fields of science and engineering. However, they always were handy with tools and had well-developed problem solving skills. Even as adults, the wright brothers enjoyed playing with mechanical toys and devices. There curiosity with mechanical devices with encouraged by their parents, Milton Wright and Susan Koerner. In 1878, after the father returned from a business trip, Milton Wright gave his sons a toy called a Pà ©naud helicopter. This toy was made of cork, bamboo, and thin paper and ... ...mproved versions of the original Flyer. The inventions and discoveries of the Wright brothers have become the foundation of modern aeronautics. The invention of the airplane has improved over sea travel and is one of the fastest modes of travel. Today, thousands of people fly on commercial airlines in order to travel long distances in extremely short periods of time. Furthermore, airplanes have become an important form of technology used to turn the tides of war. The Wright brothers reached for the sky and flew beyond expectations. Works Cited Old, Wendie. To Fly: The Story of the Wright Brothers Freedman, Russell. The Wright Brothers: How They Invented the Airplane Wikipedia The Wright Brothers https://en.wikipedia.org/wiki/Wright_brothers The Smithsonian The Wright Brothers http://airandspace.si.edu/exhibitions/wright-brothers/online/

Difficulties of Parenting Essay

Every day thousands and thousands of adults around the world experience the happiness and challenges of becoming new parents. Every generation goes through the period of having to raise its children to adulthood. Even though parenthood has a great deal of positive points for the mother and father, it is probably the most difficult task that they will take on in their lives. Being a good parent requires a great deal of effort in many different areas throughout a child’s life, and being able to successfully manage all those areas is what makes parenthood so demanding. The actual process of physically raising an infant is probably the most difficult task for a parent. When a child is born, it is completely helpless and needs constant attention to all its needs. Parents must constantly feed it, clean it, and always pay constant attention to their new child since it is completely dependent on them. Finding the right foods, cloths, and other necessary items such as diapers and baby bottles might look easy, but they are quite difficult and require a great deal of time and attention. Picking the wrong baby formula can cause a baby to get sick, and finding the correct size for baby cloths can be quite difficult. Also, since there are many different variations and brands for everything babies need, parents will usually find it hard to decide what the right product is for their child. For example, finding the perfect car seat for a baby becomes a big challenge when the parents must choose between at least twenty similar brands. As the child grows up, new challenges are created for the parents. One of the most important parts of raising a child is to teach it morals and discipline. Many times parents find it difficult to decide when and how to teach a child a certain thing. For example, parents must show that lying and cheating are not good, but many are unable to explain the negative results of these actions. Also, many families have environments where children see their parents doing many of the bad things that they showed their children to be wrong. Therefore, another difficult task for parents is to create a positive home setting that is based on what they teach their children. Also, parents must find a way to discipline their children without causing fear in them. Some children are more difficult that others for teaching discipline, but parents must be careful not to be too forceful with them but, at the  same time, be able to gain their full respect. The many stresses of raising a child can have a strong impact on the parents through the years, and learning to adjust to the new stresses of life is quite important but difficult for parents to do. Financially, the cost of living becomes much higher for the parents, and they realize that they must find new ways to adjust their lives in order to make ends meet. They will eventually have to give up on many things that they used to do such as going to expensive restaurants and yearly trips out of town. Parents always want the best for their children and many times must find ways to help their children get over the many hurdles such as school work, peer pressure, and other things that may cause a child to lose its confidence. In this way parents go through the same stresses that their children go through, and the long years of continuous stress will have a lasting effect on the parents. Finally, one of the more difficult realities that parents face is the loss of their freedom and free time. They realize that the daily walks together become more and more difficult. They will have a lot fewer romantic dinners together. Instead, they will be spending more time at home with the children or, at best, in a family restaurant with the rest of the families with children. At first, accepting this reality will be a difficult task for the parents. As time goes by, they adapt to the new environment. However, many men and women go through periods of depression in their late 30’s and 40’s due to the fact that they feel like they have lost a big portion of their younger times raising their children and are no longer able to enjoy life as they did before. It is another sacrifice that all parents make for their children. Clearly, having children and raising them to the best of their abilities are goal of most parents. However, accomplishing this goal is probably the most difficult challenge of their lives. It takes a great deal of energy, both physically and emotionally, to turn an infant into an adult, and it all comes at a big cost and sacrifice for the parents. As they raise their children, parents learn as much as their children about life. In a way, they grow with their children in their own ways through the good and the often  difficult times.

Program

Pantawid Pamilyang Pilipino Program: â€Å"Kaya ng Pinoy tumawid sa Kaunlaran† One afternoon, I bought chips and drinks in a mini-mart. I fall in a long line with people who are too busy checking up their groceries. I heard one talking about the money that they have to budget in a week or two that in some sort helps them in their living. The cash that they had was from a program. I was too curious about the program that they were talking about, what comes next was I found myself talking to one of these people about the program. The Bridge of the Filipino PeoplePantawid Pamilya Pilipino Program is one of government’s programs that aims to reduce the number of poor Filipinos through helping them in health and education particularly children who suffer at ages 0-14. The Pantawid Pamilyang Pilipino Program provides cash subsidies to poor households in the country with zero to 14 years old children. It provides a P500 monthly allowance per household and P300 monthly per chil d under the health and education package respectively granted that the beneficiaries follow the set conditions of the program on health and education.Included in the program conditions are regular health checkups for children, pre- and post-natal checkups for pregnant women, 85 percent school attendance for children, and attendance on family development sessions monthly of parent-beneficiaries. Further, because of several factors that affect the indigenous people’s welfare – among which are cultural belief, isolation and lack of education, there is a need to establish links with non-government organizations, concerned local government units, and Civil Society Organizations to provide services and ensure the general welfare of the said group and address their specific concerns.Also, the DSWD Field Office IV-A reported that more frequent monitoring is being conducted to the group to ensure high compliance of the said families to program conditions and high involvement in the program activities. Other services being provided to the said groups are supplemental feeding, literacy class, livelihood projects, and birth registration. The program covers 17 regions, 80 provinces, 733 cities/municipalities including Lipa City. All in all, there are 1 million poor households covered in the program. Objectives of Pantawid ProgramFirst is eradating extreme poverty and hunger, achieving universal primary education, promoting gender equality and empowering women. It provides assistance to the poor to alleviate their immediate needs and break the intergenerational cycle of poverty investment in human capital such as education, health and nutrition. The program aims to respond on the basic needs of the poor families through financial assistance and to elevate the poor through helping poor families in terms of their health, nutrition and education. Procedure on Beneficiaries selection:The DSWD-Region IV-A hired personnel for the survey of Lipenos last 2009. The fol lowing filled up form will proceed to Proxy Means Test (PMP). A machine that will determine the socio-economic category of families or either the families is poorest household. Third quarter of 2011, the DSWD Region IVA, provide us a copy of master list of eligible household with a total of 9,201 families/ Fourth quarter of 2011, we assisted the DSWD staff for organization of Assemblies for validation of household at PVM School and Marawoy-wherein our constituent submitted birth certificate, marriage contract, barangay clearance and 2 valid ID’s.From 9,201 household, 7,323 are complied with the requirements of the program. (1,878 not passed) Memorandum of agreement was signed by the Mayor. Identification card was given to qualified beneficiaries. There is only one design of the ID distributed to 72 barangay by the DSWD Central Office. The distribution of ID was done 2nd week to 3rd week of March simultaneously to cope with the scheduled of the pay out on March 27-31, 2012 for the month of January and February 2012.The amount of grant for the said month will be given on a cash basis at Landbank, Marawoy, lipa City by presenting the Identification Card issued. The program provides conditional cash to beneficiaries through Landbank. What are the Pantawid Benefits Health and Nutrition grant were P500. 00 per household and a total of 6,000 per year or yearly. In education, 300. 00 per month will be given per child for 10 months a year to a maximum of 3 children per household. A household with 3 qualified children (5-14 years old) will received a total of P900. 0 as long as they comply with the conditionality’s. Based on the category the amount to be received by the beneficiaries for a month were 500, 800, 1,100 and 1400 (based on the approved beneficiaries of the program) Last January and February the program have a total of 15,079,000. 00 grant to 7,323 Lipenos. The Conditionalities (Co-responsibilities of household beneficiaries) For the nutrition o f children 0-5 years old, the beneficiary should visit the city health center to avail immunization.They should also have a monthly weight monitoring and nutrition counselling for the children age 0-2 years old and have quarterly weight monitoring for the age 25-37 weeks old. Lastly, they should have management of childhood disease for sick children 6-14 years old and must receive de worming pills twice a year. For the education of children ages 3-5 years old, they should be enrolled in day care of pre-school program and maintain a class attendance rate of at least 85% per month.For the children 6-14 years old they should also be enrolled in Elementary and Secondary School and maintain a class attendance rate of at least 85% per month. Aside from that, the parents or the guardian have their own responsibility. They must attend family development session at least once a month. They should participate in a community activities, (cleanliness drive, etc. ) and promote and strengthen the implementation of the program. â€Å"Pantawid Tulong† for the lipeno Families As of August 2012, there are 7, 290 lipeno grantees of Pantawid PamilyaProgram and they are monitored every 2 months. The support of the City Mayor, Hon. Meynard A. Sabili to the implementation of the program was continuous as he personally participates in all of the activities of the program. He acted like a father caring to 7, 329 children and always reminding them of the Pantawid contionalities and how to be a good parent to their children. â€Å"Pantawid Pamilyang Pilipino Program is a blessing to our family. I found a new partner to help me sustain the needs of my children.. † Ate Elsa said, one of the program’s beneficiary. -Yvette Landicho

Free Essays on Parents

Parents are very influential in the way their child views his or her surroundings. The majority of children get their thoughts, ideas and views from their parents. When poverty is present in a child’s life it tends to shape the way he or she view things in the world. Finally, the immediate surroundings or environment can have an impact on a child’s views. In The House on Mango Street by Sandra Cisneros Esperanza is faced with these three aspects in her childhood. Esperanza’s lack of parental guidance, the poverty surrounding her, and the environment she lives in influence the way she views life. Raising a child is sometimes a difficult task. Children are often adventurous in seeking answers to the questions they have about life and where they fit in. Parents have the responsibility of answering these questions, and these answers are often opinionated which provide the child with the same views as the parent. Esperanza views her mother as a pretty, warm loving person: â€Å"my mother’s hair, my mothers hair, like little rosettes, like little candy circles all curly and pretty because she pinned it in pincurls all day, sweet to put your nose into when she is holding you, holding you and you feel safe†¦Ã¢â‚¬  (6). As Esperanza’s parent, it is her responsibility to recognize how much Esperanza looks up to her and to set good examples for her to follow, but she always doesn’t do so. The day of her cousin’s baptism her mother doesn’t bring home the shoes Esperanza wanted for her new outfit, showing Esperanza she really doesn’ t care about her feelings. Once they arrived at the baptism her mother again sets a bad example and begins to drink, but she gets out of hand and becomes ill from it. â€Å"Mama dances, laughs, dances. All of a sudden, mama is sick† (47). She is demonstrating that it is all right to drink heavily in front of children. All this is shaping Esperanzas’ beliefs, she is being led in a negative di... Free Essays on Parents Free Essays on Parents Parents are very influential in the way their child views his or her surroundings. The majority of children get their thoughts, ideas and views from their parents. When poverty is present in a child’s life it tends to shape the way he or she view things in the world. Finally, the immediate surroundings or environment can have an impact on a child’s views. In The House on Mango Street by Sandra Cisneros Esperanza is faced with these three aspects in her childhood. Esperanza’s lack of parental guidance, the poverty surrounding her, and the environment she lives in influence the way she views life. Raising a child is sometimes a difficult task. Children are often adventurous in seeking answers to the questions they have about life and where they fit in. Parents have the responsibility of answering these questions, and these answers are often opinionated which provide the child with the same views as the parent. Esperanza views her mother as a pretty, warm loving person: â€Å"my mother’s hair, my mothers hair, like little rosettes, like little candy circles all curly and pretty because she pinned it in pincurls all day, sweet to put your nose into when she is holding you, holding you and you feel safe†¦Ã¢â‚¬  (6). As Esperanza’s parent, it is her responsibility to recognize how much Esperanza looks up to her and to set good examples for her to follow, but she always doesn’t do so. The day of her cousin’s baptism her mother doesn’t bring home the shoes Esperanza wanted for her new outfit, showing Esperanza she really doesn’ t care about her feelings. Once they arrived at the baptism her mother again sets a bad example and begins to drink, but she gets out of hand and becomes ill from it. â€Å"Mama dances, laughs, dances. All of a sudden, mama is sick† (47). She is demonstrating that it is all right to drink heavily in front of children. All this is shaping Esperanzas’ beliefs, she is being led in a negative di...

How Mild Intellectual Disability Is Defined

How Mild Intellectual Disability Is Defined Editors note: Since this article was originally written, mental retardation as a diagnosis has been replaced with an intellectual or cognitive disability.   Since the term retard made its way into the lexicon of the schoolyard bully, retardation has also become offensive. Retardation did remain as part of the diagnostic vocabulary until the publication of the DSM V. What Is Mild Intellectual Disability (MID), Also Referred to as Mild Mental Retardation? Many of the characteristics of MID correspond to those of Learning Disabilities. The intellectual development will be slow, however, MID students have the potential to learn within the regular classroom given appropriate modifications and/or accommodations. Some MID students will require greater support and/or withdrawal than others will. MID students, like all students, demonstrate their own strengths and weaknesses. Depending on the educational jurisdiction, criteria for MID will often state that the child is functioning approximately 2-4 years behind or 2-3 standard deviations below the norm or have an IQ under 70-75. An intellectual disability may vary from mild to profound. How Are MID Students Identified? Depending on the education jurisdiction, testing for MID will vary. Generally, a combination of assessment methods is used to identify mild intellectual disabilities. Methods may or may not include IQ scores or percentiles, adaptive skills cognitive tests in various areas, skills-based assessments, and levels of academic achievement. Some jurisdictions will not use the term MID but will use mild mental retardation. (see note above.) Academic Implications of MID Students with MID may demonstrate some, all or a combination of the following characteristics: 2 to 4 years behind in cognitive development which could include math, language, short attention spans, memory difficulties and delays in speech development.Social relationships are often impacted. The MID child may exhibit behavior problems, be immature, display some obsessive/compulsive behaviors and lack the understanding of verbal/nonverbal clues and will often have difficulty following rules and routines.Adaptive skills, everyday skills for functioning, may be compromised. These children may be clumsy, use simple language with short sentences, have minimal organization skills and will need reminders about hygiene, such as washing hands, brushing teeth (life skills). etc.Weak confidence is often demonstrated by MID students. These students are easily frustrated and require opportunities to improve self-esteem. Lots of support will be needed to ensure they try new things and take risks in learning.Concrete to abstract thought is often missing or significantly delayed. This include s the lacking ability to understand the difference between figurative and literal language. Best Practices Use simple, short, uncomplicated sentences to ensure maximum understanding. Repeat instructions or directions frequently and ask the student if further clarification is necessary.Keep distractions and transitions to a minimum.Teach specific skills whenever necessary.Provide an encouraging, supportive learning environment that will capitalize on student success and self-esteem.Use appropriate program interventions in all areas where necessary to maximize success.Use alternative instructional strategies and alternative assessment methods.Help the MID student develop appropriate  social skills to support friend and peer relationships.Teach organizational skills.Use behavior contracts, and reinforce positive behavior if necessary.Ensure that your routines and rules are consistent. Keep conversations as normal as possible to maximize inclusion with peers. Teach the difference between literal/figurative language.Be patient! Assist with coping strategies.

The Function and Structure of Proteins

The Function and Structure of Proteins Proteins are very important molecules in our cells  and are essential for all living organisms.  By weight, proteins are collectively the major component of the dry weight of cells and are involved in virtually all cell functions. Key Takeaways Proteins are involved in just about all cell functions and are key molecules in living cells.The typical protein is constructed from one set of twenty amino acids and a particular proteins design helps with its specific function in the cell.Antibodies, contractile proteins, and enzymes are three important types of specialized proteins found in living organisms.Occurring in the cytoplasm, translation is the process through which proteins are synthesized. Each protein within the body has a specific function,  from cellular support to cell signaling and cellular locomotion. In total, there are seven types of proteins, including antibodies, enzymes, and some types of  hormones, such as insulin. While proteins have many diverse functions, all are typically constructed from one set of 20  amino acids. The structure of a protein may be globular or fibrous, and the design helps each protein with their particular  function. In all, proteins are absolutely fascinating and a complex subject. Lets explore the basics of these essential molecules and discover what they do for us. Antibodies Antibodies are specialized proteins involved in defending the body from antigens (foreign invaders). They can travel through the bloodstream and are utilized by the immune system to identify and defend against bacteria, viruses, and other foreign intruders. One way antibodies counteract antigens is by immobilizing them so they can be destroyed by white blood cells. Contractile Proteins Contractile proteins are responsible for muscle  contraction and movement. Examples of these proteins include actin and myosin. Enzymes Enzymes are proteins that facilitate biochemical reactions. They are often referred to as catalysts because they speed up chemical reactions. Enzymes include lactase and pepsin, which you might hear of often when learning about specialty diets or digestive medical conditions. Lactase breaks down the sugar lactose found in milk. Pepsin is a digestive enzyme that works in the stomach to break down proteins in food. Other examples of digestive enzymes are the enzymes present in saliva. Salivary amylase, salivary kallikrein, and lingual lipase all perform important biological functions. Salivary amylase is the primary enzyme found in saliva and it helps to break down starch into sugar. Hormonal Proteins Hormonal proteins are messenger proteins which help to coordinate certain bodily activities. Examples include insulin, oxytocin, and somatotropin. Insulin regulates glucose metabolism by controlling the blood-sugar concentration. Oxytocin stimulates contractions during childbirth. Somatotropin is a growth hormone that stimulates protein production in muscle cells. Structural Proteins Structural proteins are fibrous and stringy and because of this formation, they provide support for various body parts. Examples include keratin, collagen, and elastin. Keratins strengthen protective coverings such as skin, hair, quills, feathers, horns, and beaks. Collagens and elastin provide support for connective tissues such as tendons and ligaments. Storage Proteins Storage proteins store amino acids for the body to use later. Examples include ovalbumin, which is found in egg whites, and casein,  a milk-based protein. Ferritin is another protein that stores iron in the transport protein, hemoglobin. Transport Proteins Transport proteins are carrier proteins which move molecules from one place to another around the body. Hemoglobin is one of these and is responsible for transporting oxygen through the blood  via red blood cells. Cytochromes are another that operate in the electron transport chain as electron carrier proteins. Amino Acids and Polypeptide Chains Amino acids are the building blocks of all proteins, no matter their function. Most  amino acids  follow a particular structural property in which a carbon (the alpha carbon) is bonded to four different groups: A hydrogen atom (H)A Carboxyl group (-COOH)An Amino group (-NH2)A variable group Of the 20 amino acids that typically make up proteins, the variable group determines the differences among the amino acids. All amino acids have the hydrogen atom, carboxyl group,  and amino group bonds. Amino acids are joined together through dehydration synthesis to form a peptide bond. When a number of amino acids are linked together by peptide bonds, a polypeptide chain is formed. One or more polypeptide chains twisted into a 3-D shape forms a protein. Protein Structure We can divide the structure of protein molecules into two general classes: globular proteins and fibrous proteins. Globular proteins are generally compact, soluble, and spherical in shape. Fibrous proteins are typically elongated and insoluble. Globular and fibrous proteins may exhibit one or more types of  protein structure.   There are four levels of protein structure: primary, secondary, tertiary, and quaternary. These levels are distinguished from one another by the degree of complexity in the polypeptide chain. A single protein molecule may contain one or more of these protein structure types. The structure of a protein determines its function. For example, collagen has a super-coiled helical shape. It is long, stringy, strong, and resembles a rope, which is great for providing support. Hemoglobin, on the other hand, is a globular protein that is folded and compact. Its spherical shape is useful for maneuvering through blood vessels. In some cases, a protein may contain a non-peptide group. These are called cofactors and some, such as coenzymes, are organic. Others are an inorganic group, such as a metal ion or iron-sulfur cluster. Protein Synthesis Proteins are synthesized in the body through a process called translation. Translation occurs in the cytoplasm and involves the translation of genetic codes into proteins. The gene codes are assembled during DNA transcription, where DNA is transcribed into an RNA transcript. Cell structures called ribosomes help translate the gene codes in RNA into polypeptide chains that undergo several modifications before becoming fully functioning proteins.

Population Control and Earths Sustainability Research Paper

Population Control and Earths Sustainability - Research Paper Example No matter the increase in population, the earth cannot exceed its ‘carrying capacity’. Proponents of population control argue that if the current trend of increase in world’s population continues without any action taken to control, it will lead to overpopulation that would exceed the earth’s capacity (Navarro 1). However, the big question raised here is what is the carrying earth’s capacity and is it possible to measure this capacity? This is because one needs to know the exact carrying capacity of the earth for them to say that it would be exceeded with the bulging human population. The truth is there is no conclusive evidence showing the carrying capacity of the earth and indicating that if the world’s population exceeds a certain level, the earth will not be able to sustain it. In fact, the earth can comfortably sustain the human population as it still has enough resources to achieve this. However, to achieve this requires proper maintenan ce of these resources to avoid wastage. In addition, the earth still has vast land and resources to cater for the population. For example, Tanzania in East Africa has a population of about California and Virginia’s population combined, but with a land larger than Virginia, Arizona, Michigan, and California combined (Navarro 2). This is just an example of several countries with vast land enough to sustain their populations, and the populations beyond. Increase in population does not automatically lead to a reduction in earth’s resources for the population causing famine and starvation.

Research paper final Essay Example | Topics and Well Written Essays - 2000 words

Research paper final - Essay Example This should change because maintaining vibrant Internet demands that the government respects privacy of the information people share online. This research paper argues that illegal data mining is a threat to the Internet and American technology companies. According to data from American data companies, National Security Agency’s Internet surveillance, and illegal data mining is hurting international sales of American Internet companies and hurting online freedom. Estimates by a policy research group called Information Technology & Innovation Foundation says by 2016 US companies will lose an estimated $35 billion in lost revenues (Herman 15). Some of the companies likely to lose out most are Apple and Google that benefit most from an open Internet without national boundaries. Data mining is become an important way of getting personal information because so many people rely on the Internet to communicate and get all types of information. According to Carr (2008), he does not all his research as a writer online. Previously, he had to get magazines, books, and other written materials to research and this used a lot of time and slowed down his productivity. Internet research on the other hand is easy. He says that he starts his research by selecting a few articles, which guides him onto resources that are more similar by clinking on links. Within a short time, he is able to get quality resources that he can use for his writings. The downside of this convenience is his activities can easily be tracked. Search engines and other websites track their visitors using cookies. Tracking is done for purposes of advertising. The other groups of people interested in online activities of people are hackers and the NSA. Hackers are interested in stealing personal informa tion for personal gain. NSA on the hand track online users in order to detect illegal online activities and communications between

Health Care Services in Oman Research Proposal Example | Topics and Well Written Essays - 1000 words

Health Care Services in Oman - Research Proposal Example The specific case of Oman gives a very attractive picture on the government support for the public health care delivery systems. The government support exists for 95 percent of all hospitals functioning in Oman. This would cover the human resource support extended for employing doctors, nurses and other paramedical staff in the hospitals. In addition to the political will and the financial support ensured to carry out the set objectives the active involvement of the community another important factor that have helped Oman to attain new heights in the health care services. The survey reports available have showed a public satisfaction level of 70 percent in the delivery of health services thus showing high level of acceptance in the programmes. The broad aim of the research is to investigate the role played by the community groups to percolate the health care support and delivery to the remote locations and also to the underprivileged in the society. The community based interventions in the health care sector in Oman is said to have contributed in the success achieved in the recent years. An in-depth analysis of the prevailing issues on various practices and policies that are followed in the hospitals in Oman has been reported ( Al Balushi and West, n.d.). The researchers emphasis various innovative strategies that need to be evolved in order to make the health care services more effective and efficient. Khandekar et al (2010) reports public health evaluation exercise undertaken to assess the vision impairment in the children below five years. Authors highlights the categorization defects identified in children, which would help them to frame, better intervention steps among this age group. The need for the continuous medical education to enhance the public outreach of the medical profession is also investigated (Anwar and Batty, 2007). The process of continuous medical education is found as the one of the vital requirement for ensuring the better health care support in Oman. Most of the studies reported have tried to give the outcome of the various health related initiatives in the Oman. All the studies reported have unanimously agreed on the improvement of health care services through community level institutions. But information on the key factors that make these institutions function is not yet reported in detail. Thus the proposed research would address this lacuna and give inputs for better delivery of services through this organizations. Methodology The two important philosophies being considered for this

World history new Essay Example | Topics and Well Written Essays - 2750 words

World history new - Essay Example The Atlantic revolution is an epoch that yielded numerous interrelated revolts between 1770s and 1820s. The revolutions remain crucial in the light of world history because they define present politics, traditions as well as elicited the right to stage upheavals. The American revolution of 1775-1783, which saw America swim into independence from the British colonization and the creation of a new state, the United States of America (USA), can be linked to a sequence of the Atlantic revolutions. The American revolutionary wars, under the leadership of General Washington aided with his French allies, were directed towards the autocratic British administration. The period between 1789 and 1799 was an era in which the French Revolution was a major historic phenomenon. During the period, democracies substituted absolute monarchies, which led to a stronger France. Even though historians and researchers still debate about the cause of the French Revolution, they have settled on taxation schemes as well as widespread inequality as principal factors that led to the uprising. Also, the idea of the involvement of France in America’s fight for independence is seen as a motivating factor as the French learned from the American independence war. The Napoleonic wars were the central driver of the French Revolution, which saw the collapse of major monarchies and creating a leeway for the formation of new nations. It also spearheaded successive revolutions like the Russian Revolution. Prior to the French Revolution, the French society was segregated into three major classes: the monarchy, peasants and the church clerks. However, the societal stru cture was flattened after the revolution and France was publicly proclaimed a republic. The Haitian Revolution (1790-1804) was the force behind the independence of Haiti. The Haitian Revolution remains a crucial part of world history because it is unique compared with other revolution in that it was successfully staged by slaves

Society and Culture Aims and Objectives Essay Example | Topics and Well Written Essays - 1000 words

Society and Culture Aims and Objectives - Essay Example This could be said to be the capacity of the human beings to affect choices between alternatives, and to exercise and to impose those choices on society. It is normally contrasted to common forces, which are causes involving only spontaneous processes. Human agencies envisages the apparent claims that humans do, in fact, make decisions and endorse them on How humans come to make decisions, by free choice or other processes, is another issue.(Agency(Philosophy) 2008). Individualized human behaviour is a complex and intricate process of the human mind and behaviour, although aspects of group behaviours patterns could be predicted with reasonable degree of certainly and accuracy. The mental buildup and behaviourism of criminal thoughts and actions could offer analysis on its workings. It has earlier been explained that structure deals with the grouping, or collective mass of homogenous or, even heterogeneous matters to form a social structure or arrangement. In the criminal settings, a prison, or a penitentiary may serve to act as a social structure, group or setting. Even in terms of psychiatry, which relies heavily on sociology and social behaviourism, crime could be explained in terms of perverse or anti-social connotations. More than a desire to accumulate wealth, or money, criminal minds works to wreck revenge or retribution on the establishment since they may, at some time, have suffered deprivations at its hands. Again, the structure of the criminal mind, or the process of criminalised society is an offshoot of the social structure, which forms the basis of this paper. Centralization of wealth: Thus, it is seen that social structures creates avenues for disillusionment for people in terms of wealthy cliques, class differences and other subgroups. This in turn, may centralize wealth or potential for wealth in the hands of a select few to the exclusion of the toiling masses. The disparities in the social groups give rise to disillusionment, frustration, poverty and resultant criminal behaviour. Nevertheless, one could argue that criminals are present e vent in the wealthy groups, so where does the nexus between social groups and crime, organized or otherwise, arise When we consider that a wealthy criminal is governed not by class considerations but his intentions to negate society, to dominate and control it, to the exclusions of others, including legally elected Governments of countries. In the case of India, in parts of Northern provinces, people pay taxes to the local Mafiosi's and not to government, since they are well aware that the government cannot protect their lives or properties, but the Mafias could. These organized criminal groups or

World history new Essay Example | Topics and Well Written Essays - 2750 words

World history new - Essay Example The Atlantic revolution is an epoch that yielded numerous interrelated revolts between 1770s and 1820s. The revolutions remain crucial in the light of world history because they define present politics, traditions as well as elicited the right to stage upheavals. The American revolution of 1775-1783, which saw America swim into independence from the British colonization and the creation of a new state, the United States of America (USA), can be linked to a sequence of the Atlantic revolutions. The American revolutionary wars, under the leadership of General Washington aided with his French allies, were directed towards the autocratic British administration. The period between 1789 and 1799 was an era in which the French Revolution was a major historic phenomenon. During the period, democracies substituted absolute monarchies, which led to a stronger France. Even though historians and researchers still debate about the cause of the French Revolution, they have settled on taxation schemes as well as widespread inequality as principal factors that led to the uprising. Also, the idea of the involvement of France in America’s fight for independence is seen as a motivating factor as the French learned from the American independence war. The Napoleonic wars were the central driver of the French Revolution, which saw the collapse of major monarchies and creating a leeway for the formation of new nations. It also spearheaded successive revolutions like the Russian Revolution. Prior to the French Revolution, the French society was segregated into three major classes: the monarchy, peasants and the church clerks. However, the societal stru cture was flattened after the revolution and France was publicly proclaimed a republic. The Haitian Revolution (1790-1804) was the force behind the independence of Haiti. The Haitian Revolution remains a crucial part of world history because it is unique compared with other revolution in that it was successfully staged by slaves

Laundered Clothes Essay Example | Topics and Well Written Essays - 1000 words

Laundered Clothes - Essay Example Sometimes I feel that, even doing this is quite a chore! Well can you imagine how it must have been a hundred-and-fifty years' back, when there were no washing machines, no detergent powder (only cakes of soap) and no electric irons Well, let's cut back to 1858 Monday used to be weekly washing day. The washing process being a long one, it was necessary to allot a full day to it. Most homes tried to keep enough linen to keep them going through the week. (Old and Interesting) The coloured and the whites are separated the previous night, and the whites are soaked in water to loosen the dirt. On washing day, the clothes-both coloured and whites-are sorted out again. Those which are really dirty, oily or sweat-stained, including those whites which have been soaked the previous night, are soaked again in a large tub of a solution of soda bicarbonate (washing soda) and water. (WiseGEEK). Hot water was used if the clothes/ household linen were really dirty. Soda bi-carb was available in a powder form (it is a white powder) from the local grocery store. Alternately, some housewives boiled the clothes in a large metal pot, in water containing soda-bicarb. The pot was stirred with a long stick, and a large fork used to be used to handle the boiled clothes. Next, the clothes were individually washed with cakes of lye soap, by being beaten onto a serrated washboard, by hand, or sometimes a flat wooden bat was used to beat the clothes. (Old and Interesting) Homes which didn't have a washboard, just used a flat, wooden board or a hard, flat stone. Collars, cuffs and hems (dresses were long then) needed special attention to get dirt out; likewise delicate clothes with lace had to be handled gently. After this, the clothes were rinsed out in clean water. Several rinses had to be done in tubs of water kept alongside in a row, till the water ran clean from the clothes. Then the whites had to be 'whitened'. For this, washing blue (made of indigo) (Old and Interesting) was used. Washing blue was bought from the corner store, in little blue chunks. A chunk was tied in a linen cloth and dipped into a clean bucket of water. The water turned blue from this. To this was added starch and mixed well. Whites dipped into this came out starched and sparkling. As more and more clothes were dipped into the starch-blue solution, the solution itself had to be strengthened by adding more starch and blue. Care had to be taken to mix the starch well into the water so that the solution was not lumpy. Starch was not always available in the market, a hundred years back. It could be prepared at home by cooking corn flour in water, which yielded a sticky, viscous liquid, which was added to the water to p repare the starch water. The coloured clothes received the same starching as the whites did, except that the starch solution did not contain the blue. Personal linen (underwear) did not need starching, of course. After the starching, the clothes were wrung out (if too heavily wrung, they would lose all starch) and hung out on clothes-lines to dry. Wooden clothes-pegs were used to ensure that the clothes did not fly off the lines. While hanging them out, care had to be taken to see that they were sufficiently 'spread out', for one layer of wet starched cloth could get stuck to another. White clothes could be hung out in the sun, but not the coloureds, at least not in strong sunshine. Warm weather helped in drying out the clothes

Determinants and Consequences of Early Marriage in Java Essay Example for Free

Determinants and Consequences of Early Marriage in Java Essay This study analyzes the determinants and patterns of early marriage and explores its consequences on marital dissolution, work status and occupation, migration, and contraceptive use in Java, Indonesia. Data from the 1991 Demographic and Health Survey are obtained on 5816 ever married women, 15-49 years old, living on Java. Early marriage occurs among women before age 20. Subjects are grouped as residing in Jakarta, Bandung, Semarang, Jogyakarta, and Surabaya; residing in townships and other urban areas; and residing in rural areas. Findings indicate that 70% of ever married women in Java married early. Almost 80% of women who were reared in villages married early. 81.2% who still live in rural areas married early. 20% had no formal education. 74% of Muslim women married early. 79% without work before marriage married early. Dissolution was more common among women living in rural areas. 31% of women in rural areas, 20% living in big cities, and 23% living in towns were no longer in their first marriages. Women who married early were 3 times more likely to experience dissolution than women who married later. The percentage of women whose first marriages ended was highest among women who were married the longest. The effect of marriage age on current working status and the pattern of working status between early and late marriage were not significant. 80% had ever used contraception. Women who married late were more mobile and were more likely to have a higher occupational status. Logistic findings indicate that womens education, work status before marriage, husbands education, and current residence were significant predictors of early marriage. Education was the strongest predictor. The probability of dissolution was highest among uneducated, early married, Muslim women living in big cities. The lowest probability was among later married women, living in small cities, and with a tertiary level of education.

Mental Capacity and Informed Consent to Receive Treatment

Mental Capacity and Informed Consent to Receive Treatment Legal, Ethical and Professional issues surrounding mental capacity and informed consent to receive treatment Throughout this essay, we will be reviewing and discussing the legal, ethical and professional issues associated with two key aspects of paramedic practice, these are mental capacity and the ability to provide informed consent to treatment and intervention. As the title suggests, the essay will be broken down into three separate sections which will individually relate to the topics in hand. The legal section will focus on how legislation affects the two stated aspects. The professional aspect will cover how mental capacity and informed consent can create professional issues for the paramedic, whilst the final part of the essay will focus on relating the four principles of ethics to the topics which are discussed in this essay. The regulator for Paramedics, the Health Care Professions Council (HCPC) sets out standards of conduct, performance and ethics which states that you must make sure that you have consent from service users or other appropriate authority before you provide care, treatment or other services (HCPC, 2016). There are four principles of ethics will be related to throughout the essay and explanations for these principles are found in appendix A of the essay (UKCEN, 2011). Legally, it is always necessary to seek informed consent before beginning treatment and intervention, except in certain circumstances which will be detailed later in this essay. The department of healths guidance on consent states that consent is a general, legal and ethical principle which must be obtained before starting treatment or physical investigation (Dept. of Health, 2009). If a clinician were to being treatment/care without the informed consent of the patient, the patient may be able to present a case of battery against the clinician. Most cases where the clinician has failed in the process of gaining consent have been due to not thoroughly explaining risks; this can lead to medical negligence as the recipient of care would not be expecting the associated risks. (Laurie et al, 2016). In legislation in the United Kingdom, there is a standardised examination called the Bolam Test which needs to have its criteria fulfilled in order to prove that medical negligence has taken pl ace. The Bolam test involves a group of peers from the same profession as the clinical reviewing the procedure which the patient may see as being negligent (The Royal College of Surgeons of England, 2016). In terms of the paramedic profession, the regulator will provide peers in order to conduct the Bolam test (HCPC, 2016). In some situations, it is very difficult to gain consent before beginning patient treatment, this can be for various reasons such as the patient being unconscious. In this situation, Paramedics/Healthcare providers are able to use the doctrine of necessity which allows them to provide initial life-saving interventions in order to save life/limb when the individual receiving the care is unable to provide informed consent (Hartman K, et al, 1999). The Mental Capacity act 1983 provides the main legal basis for providing guidance and regulation on whether an individual over the age of eighteen would be seen to have or lack mental capacity, it defines a person who lacks capacity as a person who at the time of assessment is unable to make a decision for himself in relation to the matter because of an impairment of, or a disturbance in the functioning of, the mind or brain. (Mental Capacity Act, 2005). The Mental Capacity act was created to safeguard and give power to individuals which may lack the capacity to make informed decisions about care and treatments (Brown M, 2014). The legislation in place provides clear guidance on how to safely identify when an individual lacks capacity and the rights of the individual which lacks capacity. Paramedics use a standardised approach when assessing whether an individual lacks mental capacity, this is known as the two-stage test of capacity (Dept. of Constitutional Affairs, 2007). The first stage of the test involves investigating whether there is cause to believe that there is an impairment in the function of the individuals cognitive functioning. There are many different reasons why there may be a disruption in the functioning of the mind, which can include but is not limited to: Dementia, Head injury, Stroke, Intoxication and learning difficulties (Dept. of Constitutional Affairs, 2007) . Stage two of the mental capacity assessment requires the clinician to evaluate whether the disturbance outlined from stage one causes the individual to be unable to make a specific decision with regards to their treatment, this is assessed by providing the individual with information regarding their condition and then asking them to repeat it at a later time so that the clinician is confident the patient is able to retain the information (Dept. of Constitutional Affairs, 2007). The Mental Capacity Act 2005 contains five principles which underpin the act and must always be applied i n the process of evaluating whether an individual may lack capacity, the five principles are explained in more detail in appendix B. Ethically, when a patient is deemed to not lack capacity, they are then in a position where they may be able to provide informed consent to treatment. For the patient to have informed consent they must have received or have the four components needed to make informed consent. The patient must have the capacity to make the decision. The Paramedic must fully explain the treatment, the side effects of the treatment, the risks of having the treatment and the risks of not having the treatment whilst also explaining the probability of said risks occurring. The patient must fully understand the information that has been given to them by the Paramedic and the patient must then voluntarily give consent to treatment without coercion from a third party such as a relative, friend, or the health care provider (David, 2010). In healthcare, the idea of consent may be sometimes misunderstood as doing what the doctor says which, in modern days, is not the case. There has been debate as to whether con sent was sought in the past, due to the fact the patient placed trust in the physicians beneficence (aim to reduce harm to the patient) and non-maleficence (doing no harm to patients intentionally) and therefore trusted in what the clinician was doing (Habiba, 2000). Beneficence and non-maleficence are two of the four ethical principles. The assessment of whether someone lacks mental capacity is vital in the Paramedics ability to use alternative pathways and referral systems. As Paramedics are highly skilled, autonomous practitioners and work in a variety of out-of-hospital areas, such as public places, patients own homes, and residential care settings, it sometimes proves more relevant to discharge patients from care on scene (Ball, 2005). To do this safely, in a way which will cause no further harm for the patient, the patient must have mental capacity to make their own decisions regarding their care and treatment. The key definition of mental capacity comes from the Mental Capacity Act (2005) which states that capacity is the ability of an individual to make their own decisions regarding specific elements of their life (Mental Capacity Act, 2005). Patients are only able to give informed consent to treatment/intervention if they have mental capacity and therefore it is imperative that Paramedics can effectively ass ess whether a patient lacks capacity. In assessing whether an individual lacks mental capacity, the paramedic is showing respect for the patients autonomy which is one of the four ethical principles. In terms of professional issues, the ability to provide informed consent can seriously affect the way in which Paramedics treat and advise patient. An example of this comes from a 2009 case in which an individual drank anti-freeze and then presented the ambulance crew with a letter, clearly stating that she did not consent to lifesaving intervention but did consent to analgesics in order to comfort her. Through the letter (which can be read and has been annotated in appendix C), the individual displayed she had full mental capacity to make her own decision and also accepted the responsibility for the outcomes of not receiving care (Armstrong W, 2009). In the context of a time critical situation where a decision would need to be made with regards to giving lifesaving saving intervention and withholding it, it can be sometimes difficult for the Paramedic to gather sufficient evidence that the patient (who may lack mental capacity) has created a living will, or that there is an advanced decision to refuse treatment (ADRT) put in place which clearly outlines the patients wishes (what they do and do not consent to) when it comes to end of life care. In the absence of this (or absence of any evidence of this) ambulance staff may be forced to act in the patients best interests. In the context of ambulance staff, the best interests of the patients may be difficult to decide as very little background may be available to the attending paramedic, however if the health care professional is unaware of any ADRT and has taken all reasonable steps in the time available to discover whether an ADRT is in place in the time frame available to them, the clinician making the decision will be protected from liability (Dept. of Constitutional Affairs, 2007). The HCPC states in their standards of conduct, performance and ethics that competent individuals have the right to refuse treatment and that this right must be respected (HCPC, 2016). Whether an individual is deemed to lack or have capacity can sometimes present similar professional issues to informed consent in terms of paramedic practice. For the individual who lacks capacity, it can be a very stressful time as they may be confused, disorientated or feel as though they have little control over what is happening to them. The Mental Capacity Act states that nobody has the right to deprive someone of their liberty except in situations where they lack capacity and it is necessary to give life-sustaining treatment or to prevent a serious deterioration in their condition. In this situation, any restraint used must be proportionate to the risks to the person from inaction (Mental Capacity Act, 2005). There are no additional rights or authority for paramedics to act in this situation, but if there was cause to believe that there was serious risk to an individuals life and that they lacked capacity, it would be within the Paramedics rights to act in such a way to protect the individual from further harming themselves or provide life sustaining treatment in the event of lack of capacity. Furthermore, the standards of conduct, performance and ethics provided by the health care professions council states that registrants must take all reasonable steps to reduce the risk of harm to service users (HCPC, 2016), therefore if a registrant were to stand aside and allow an individual who lacked capacity to cause harm to themselves or to further deteriorate, they may be at risk of committing an act of omission or even committing wilful neglect which can constitute a criminal offence. In conclusion, the professional issues surrounding informed consent and mental capacity are applied in every single incident a paramedic may attend and are closely linked. A failure to recognise a lack in mental capacity or gain informed consent may cause detrimental legal and professional repercussions for both the clinician and service user. Although Paramedics are able to seek further advice from sources such as the local police force, senior members of ambulance staff, and general practitioners in order to safeguard their practice, a good working knowledge of the policies and procedures surrounding the issues mentioned in this essay will provide a good basis for gaining informed consent, the assessment of mental capacity and management of service users who lack capacity in the pre-hospital urgent care environment. Reference List Armstrong W, (2009) Kerrie Wooltorton Inquest Held 28 September 2009 Notes of Extracts From Summing Up By Coroner William Armstrong HM Coroner Norfolk District (page 1) Ball L . (2005). Setting the scene for the paramedic in primary care: a review of the literature. Emergency Medicine Journal. 22 (12), p896-900. Brown M. (2014). Should we change the Mental Health Act 1983 for emergency services?. British Journal of Mental Health Nursing. 3 (3), P114-115. Department for Constitutional Affairs. (2007). Mental Capacity Act 2005 Code of Practice. Available: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/497253/Mental-capacity-act-code-of-practice.pdf. Last accessed 11th Mar 2017. Department of Health (2009). Reference guide to consent for examination or treatment. London: Her Majestys Stationary Office. Habiba, M. (2000). Examining consent within the patient-doctor relationship. Journal of Medical Ethics. 26 (5), p183-187. Hartman K, Liang b. (1999). Exceptions to Informed Consent. Hospital Physician. 6 (3), p53 59. Health and Care Professions Council. (2016). Standards of conduct, performance and ethics. Available: http://www.hcpc-uk.org/assets/documents/10004EDFStandardsofconduct,performanceandethics.pdf. Last accessed 1st Mar 2017. Health Care Professions Council. (2016). What happens if a concern is raised about me?. Available: http://www.hpc-uk.org/assets/documents/100008E2HPC_What_happens_if.pdf. Last accessed 8th Mar 2017. Laurie GT, Harmon HE and Porter G (2016). Mason and McCall Smiths Law and Medical Ethics (10th Edition). Oxford University Press. Oxford. Mental Capacity Act (2005) . Available: http://www.legislation.gov.uk/ukpga/2005/9/section/2. Last accessed 11th Mar 2017. Sibson, L. (2010). Informed consent. Journal Of Paramedic Practice. 2 (5), p189. The Royal College of Surgeons of England. (2016). Consent: Supported Decision-Making. London: Professional and Clinical Standards. UKCEN. (2011). Ethical Frameworks. Available: http://www.ukcen.net/ethical_issues/ethical_frameworks/the_four_principles_of_biomedical_ethics. Last accessed 13th Mar 2016. Appendix A The four principles of medical ethics Respect for autonomy This principle involves respecting the decision-making capabilities of the service users and providing reasonable assistance in order to make informed choices regarding their care. Beneficence This principle considers the weighing up of the associated risks and costs of treatments against the benefits and likely outcomes. Paramedics should always aim to act in a way which benefits the patient Non-maleficence This principle surrounds the need for paramedics and other health care professionals to avoid causing harm to the individual. Although all treatments involve some level of harm, this should not be disproportionate to the benefits which are as a result of intervention. Justice This principle is about distributing treatments available to each individual fairly and not favouring one service user over the other by means of extra treatments/intervention. UKCEN, 2011 Appendix B The Five Key Principles of the Mental Capacity Act Presumption of capacity This principles states that an individual adult should always be presumed to have full mental capacity until they are proven otherwise. A presumption of capacity should not be made as a result of an individual having a certain medical condition or disability. Individuals being supported to make their own decisions This principle states that individuals should be supported in every possible way to make their own decision before they are deemed to lack capacity. It also means that if it is deemed the individual does lack capacity that they should still be involved in the decision-making process. Unwise decisions This principle states that the individual has the right to make unwise decisions and that the assumption the person lacks capacity should not be made based on a decision. This is due to a difference in cultural values, beliefs and preferences. Best interests This principle states that an individual who lacks capacity is entitled to the decisions which are made on their behalf are done solely in their best interests Less restrictive option This principle states that the individual who makes decisions on behalf of the incapacitated person must make decisions which will have the least effect on the individuals rights and freedoms. Mental Capacity Act, 2005 Appendix C Kerrie Wooltorton Advanced Decisions Letter Armstrong W, (2009)Â  

The Flu Shot Should Not Be Mandatory Essay -- Influenza Vaccine Papers

Should the Flu Shot Be Mandatory? Vaccines have been proclaimed by many people as one of the miracles of modern medicine. Vaccines are credited with saving thousands of lives and wiping out many contagious diseases. Recently, there has been a tremendous debate whether annual influenza vaccines should be mandatory. Influenza vaccines should be voluntary because people have the right to examine data on vaccinations and make their own informed decisions. Although people should have the freedom to choose to be vaccinated, the public needs to be educated about the personal, economical, and social benefits of receiving the influenza vaccine. In addition, people who are at a high risk of contracting influenza as well as health care providers should be encouraged to receive an influenza vaccine in order to decrease the major health burden associated with the disease. Influenza, commonly known as the flu, is a viral infection of the respiratory system and it is characterized by abrupt onset of fever, sore throat, and nonproductive cough. Influenza is spread from person to person by inhalation of the droplets produced when a person infected with influenza coughs or sneezes. In addition, it can also be spread by contact with infected objects such as utensils. Current influenza vaccines are about 70% to 90% effective in preventing influenza in healthy adults. Since the vaccines are made of dead fragments of influenza viruses, they cannot cause influenza. The strains of influenza that circulate change every year and therefore, it is necessary to make a new influenza vaccine annually. After vaccination, the body's immune system produces antib... ...ld not be mandatory and should remain the choice of each individual. However, people at a high risk of influenza as well as health-care providers should consider receiving the vaccine. In addition, programs educating people about the benefits of influenza vaccination should become a priority among health officials. Ultimately, people should trust their own judgment when deciding whether influenza vaccines are right for them. --------------------------------------------------------------------- [1] Essen, G. A., "The Socio-Economic Impact of Influenza". http://www.eswi.org/Bulletin_October_1997.cfm [2] Frayha, Husn. "Influenza Vaccination: A Call for Action" http://www.kfshrc.edu.sa/annals/176/97-248R.html [3] "Influenza". http://www.caw.ca/whatwedo/health&safety/factsheet/hsfssubstanceno37.asp

Alexander Pope’s Essay Essay

Alexander Pope’s Essay on Man and Voltaire’s Candied adopted opposing views on how reason should be used during their time. They had varying opinions about taking man’s life in general with Pope adopting a pessimistic view of life while Voltaire expounded on scathing remarks about things and events which he observed. Pope elucidated that he had two reasons for writing his essay and that was first, he thought that â€Å"principles, maxims, or precepts so written, both strike the reader more strongly at first and are more easily retained by him afterwards. † The second reason was because he knew that he could express himself more using the poetic style instead of prose itself. First, Pope uses this reasoning ability to work on his references and regard for God as well as His great domain. It was a requirement then that the writers would regard the religious authority in such a high regard. It seems that Pope uses reason in order to dwell on the fruitlessness and meaninglessness of life. Pope reasons that this maze of life has a reason for being so and believes that there is a plan for everything and that there is no haphazardness in what happens to man: A mighty maze! But not without a plan; a wild, where weeds and flow’s promiscuous shoot; Or garden, tempting with forbidden fruit. Together let us beat this ample field, Try what the open, what the covert yield! Born in 1694 to a middle-class family in Paris, Francois-Marie Aroused, later known as Voltaire, grew up at a time when the majority of the people in France lived in abject poverty. When he came of age, Voltaire witnessed the iron-fist rule of the aristocracy, and at the same time, the spread of the Enlightenment and its ideas of equality and basic human rights, as well as the importance of reason and scientific objectivity. It is not surprising then that he will devote his time writing biting satire which eventually garnered him a solid reputation in France. So scathing were some of his writings that it caught the ire of its target, the government, which unhesitatingly meted out punishments, ranging from exile to imprisonment. In fact, it was during his incarceration in the infamous Bastille that he acquired his nom de plume. Thus, he uses reason in another kind of biting way in order to effect changes. Aside from the government, Voltaire also criticized the Church with equal fervor and in with perfect reason he could ever think of. Indeed, he became a lifelong champion of the poor and the downtrodden, and used the power of the pen to further his cause, writing with a rare kind of passion against both tyranny and religious persecution. In the 1750s, greatly dismayed by the injustice and disaster that surrounded him, Voltaire set out to write what would become his signature work, Candied, where he simultaneously criticized the nobility and the Church, and the people’s misguided optimism (Spark Notes). Candied, the protagonist of the novel was an illegitimate child of a German baron who grew up under the tutelage of the philosopher Dr. Pan gloss who taught him about unconditional, and often misguided, optimism: â€Å"It is demonstrable that things cannot be other than they are, for since everything is made to serve an end, everything necessarily serves the best end. Observe: noses were made to support spectacles, hence we have spectacles. Legs, as anyone can plainly see, were made to be breeched, and so we have breeches. . . . Consequently, those who say everything is well are uttering mere stupidities; they should say everything is for the best (p. 2). † The philosophy, thus, points out the perverted idea during Voltaire’s time that all things—including all human suffering—is part of a cosmic plan, and one must not question whatever tragedy comes his way, for to do so is tantamount to questioning God’s plan. Put another way, since God is perfect, then he must have created a world that is no less than â€Å"the best of all possible worlds. † In the meantime, Candied fell in love with the baron’s daughter, Lady Cunegonde, but the blossoming affair was cut short when the baron caught them kissing. He kicked the young Candide out of his house, and so began the long list of Candide’s misfortunes which collectively challenged his conviction about the â€Å"best of all possible worlds. † His experiences—and later, those of Dr. Pangloss—could serve as proof to the notorious Malcolm’s Law which states that if something can go wrong it will. This is how Voltaire was able to parody Dr. Pangloss’ philosophy: first, his philosophy is proven false by real-world evidence; and second, Pangloss’ philosophy ultimately encourages complacency toward all that is wrong in the world. At one ridiculous scene, when Dr. Pangloss’ benefactor, the Anabaptist Jacques, was drowning in the bay of Lisbon, the philosopher prevented Candide from trying to rescue him by insisting that â€Å"the bay of Lisbon had been specially contrived so that the Anabaptist might drown in them† (p. 13). One could also draw from this event that people like Pangloss are ludicrously fatalistic to a point that there is no reason to make any effort to put matters into one’s own hands, and to change things that are evil. Voltaire was profoundly critical of the Church’s beliefs as can be seen in his literary works Candide. He draws on this reasoning ability in order to refer to many things around him just as when Pope makes reference to presumptuous man. He uses his reasoning again in order to look at the mysteries that are presented to him. Then say not Man’s imperfect, Heav’n in fault, – Say rather Man’s as perfect as he ought: His knowledge measur’d to his state and place, His time a moment, and a point his space. Meanwhile, it was at about this time that more philosophies claimed that reason could be used in order to explain everything. Reasoning ability was placed at a high pedestal explaining that people can make the world a better place to live in and Voltaire uses reason again to counteract this reasoning. He is not given to such optimism, preferring instead to reason that he doubts that there is â€Å"ever a chance of people securing happiness† (1-2). Voltaire’s reasoning was a bit odd because in his failure to reason out well, he instead adopted the belief that â€Å"true happiness can only be experienced in an unreal world. † (42) lamenting the fact that optimism is a mania for â€Å"saying things are well when one is in he. † (40). Thus, Voltaire uses reasoning in order to satirize the foolishness of believing and being optimistic. Of the writers during the Enlightenment period, Voltaire was one writer who criticized the Church with equal fervor. Indeed, he became a lifelong champion of the poor and the downtrodden, and used the power of the pen to further his cause, writing with a rare kind of passion against both tyranny and religious persecution. In the 1750s, greatly dismayed by the injustice and disaster that surrounded him, Voltaire set out to write what would become his signature work, Candide, where he criticized the nobility and the Church, pointing out the people’s misguided optimism (Spark Notes). The philosophy, thus, points out the perverted idea during Voltaire’s time that all things—including all human suffering—is part of a cosmic plan, and one must not question whatever tragedy comes his way, for to do so is tantamount to questioning God’s plan. Put another way, since God is perfect, then he must have created a world that is no less than â€Å"the best of all possible worlds. † Later on, Candide meets Martin, an extreme opposite of Dr. Pangloss in that he is a categorical pessimist who finds the world â€Å"utterly mad and abominable† (p. 75) where one can find â€Å"very little virtue or happiness† (p. 77). Indeed, this philosophy is more effective at explaining real-world experiences than Pangloss’, but it too has its flaws. Thus, Martin fails when he predicts that Candide’s valet trusted with millions in gold will surely betray his master out of greed. And like Pangloss, Martin is seen as somebody who does not assume a proactive role in changing the world for the better, for after all, he abides by the idea that man is bound to live either in misery or in boredom. In effect, Voltaire demonstrates that both absolute optimism and absolute pessimism are nothing more than simple abstractions that defies reality. Voltaire shows a pessimistic view of human nature in Candide. To do this he used an imaginary perfect world—El Dorado—where Candide lived in for a short time. Inaccessible to outsiders, the kingdom of El Dorado is full of just and peaceful people who pay no attention to jewels and gold that lay scattered everywhere. But rather than remain in the perfect world of El Dorado, Candide has acquired a greed that ultimately made him decide to leave the place, in order to return to the imperfect world where he could live off the jewels he has taken from El Dorado. He said, â€Å"If we remain here, we shall be only as the other inhabitants; whereas if we return to our own world with but a dozen of sheep laden with the pebbles of El Dorado, we shall be richer than all the kings of Europe†¦ and we may easily recover Lady Cunegonde† (p. 52). However, misfortune continued to follow him, and culminates in his reunion with his beloved Cunegonde, who, alas, has turned unbearably ugly due to her own share of difficulties. In the end, Candide learns that practical action seems to be the only antidote to human suffering. This he learned when he met a humble old man who, with the help of his children, is content and happy. He told Candide, â€Å"Labor holds off three great evils: tedium, vice and poverty† (p. 103). Taking this advice, Candide and his group set themselves to exercise their various talents (e. g. Cunegonde continued to be very ugly, but she became an excellent pastry cook) and their small farm yielded good crops. Indeed, both Pope and Voltaire, being masters at reason, utilized this to their advantage during their time. WORKS CITED â€Å"Candide†. Spark Notes online. 2004. Retrieved June 10, 2008 at: http://www. sparknotes. com/ lit/candide Pope, Alexander. Essay on Man and Other Poems. Dover Publications; New Ed edition (June 16, 1994) Voltaire. Candide. (1759). London: Penguin Books. 1997. Alexander Pope’s Essay on Man and Voltaire’s Candide adopted opposing views on how reason should be used

Branding in Fmcg

Branding strategies in FMCG Chandranshu Charan 09ESHYD011 Branding strategies in FMCG Contents 2 Acknowledgement †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Objective- †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Methodology †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Structural Analysis of FMCG Industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Distinguishing features of Indian FMCG Business †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 1. Design and Manufacturing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 2. Marketing and Distribution†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 3. Competition †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 Application of functional knowledge †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 Santoor: For a Younger Skin †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Taj Mahal Tea†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Fair & Lovely: Chand ka Tukda †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Center Shock: Hilake Rakh De †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Brand Positioning strategies for competitive advantage †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 Interim findings and observation of the report †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Brand Equity †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 12 Brand loyalty †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Awareness of the brand †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 Perceived quality †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 A set of associations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 Other proprietary brand assets †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 Appraising brand assets †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 Ingredients for Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Financial †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Innovation from the inside out – R&D in the FMCG industry †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Hul Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 15 Interview with an Industry expert †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 6 Limitation of Branding †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 17 Reference †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 18 Branding strategies in FMCG 3 Acknowledgement I owe a great many thanks to a great many people who helped and supported me during the writing of this project. I express my deepest thanks to my Guide Dr. G Radha Krishna for guiding and correcting documents of mine with attention and care. He was always there to show me the right track when I needed his help. With the help of his valuable suggestions, guidance and encouragement, I am able to perform this project work. I would also like to thank my colleagues, who often helped and gave me support at critical junctures during the making to this project. Branding strategies in FMCG 4 A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless. Stephen King WPP Group, London Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity. Company‘s brand identity will be repeatedly communicated, in multiple ways with frequency and consistency throughout the life of a business. In Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), Consumers generally put less thought into its purchase than any other products. Here top of mind recall playing a vital role while taking purchase decision. Effective branding strategy is indispensable tool in FMCG sector. Though FMCG is the oldest market, it has gone through a complete transformation. The FMCG market becomes the first indicator of a lifestyle of a society or of a nation. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. The shorter product life cycles and increasingly competitive environment have become a global trend in FMCG sector. On an average, FMCG Company introduces 70 to 80 new products per year. Profit in FMCG goods generally scales with the number of goods sold rather than the profit made per item. The classification generally includes a wide range of frequently purchased consumer products category including: toiletries, soaps, cosmetics, tooth paste, oils, Tea, shaving products, detergents, and other non-durables such as glassware, bulbs, batteries, paper products and plastic goods. In order to sustain a fast pace of new product introduction, it is important to have potential new ideas ready for development. Brand loyalty has become irrelevant where many homogenous products are flooded in the market. Informed customers are making rational purchasing decisions. This makes niche a conditional option for FMCG companies. Moreover all the major players like HLL, P & G, Marico, Colgate-Palmolive and Britannia have tried to create a niche market within the mass market to grow profitably. Many FMCG companies time to time formulating marketing and branding strategy to gain brand equity. An effective Integrated Marketing Communication strategy helps in to achieve the required goal. Creating a strong brand identity, leveraging new product categories and growing the customer base are core concerns for consumer product companies. Firms are looking to maximize profits and market share in a highly competitive environment that includes such challenges and risks as demanding customers, consolidation and global expansion. Branding strategies in FMCG Objective- 5 ? To study branding strategies for consumer goods used by companies to attract consumers. ? To study different positioning strategies that may influence an individual‘s Behavior choices. ? To know the limitations of branding. Methodology Literature review. ? Evaluating Branding Strategies and Practices of different product category. ? Interaction with Industry Experts. Structural Analysis of FMCG Industry Typically, a consumer buys FMCG goods at least once a month. The sector covers a wide gamut of products such as detergents, toilet soaps, toothpaste, shampoos, creams, powders, food products, confectione ries, beverages, and cigarettes. Typical characteristics of FMCG products are: ? The products often cater to 3 very distinct but usually wanted for aspects – necessity, comfort, luxury. They meet the demands of the entire cross section of population. Price and income elasticity of demand varies across products and consumers. ? Individual items are of small value (small SKU's) although all FMCG products put together account for a significant part of the consumer's budget. ? The consumer spends little time on the purchase decision. He seldom ever looks at the technical specifications. Brand loyalties or recommendations of reliable retailer/ dealer drive purchase decisions. ? Limited inventory of these products (many of which are perishable) are kept by consumer and prefers to purchase them frequently, as and when required. Brand switching is often induced by heavy advertisement, recommendation of the retailer or word of mouth. Distinguishing features of Indian FMCG Business FMCG companies sell their products directly to consumers. Major features that distinguish this sector from the others include the following: – Branding strategies in FMCG 1. Design and Manufacturing 6 1. Low Capital Intensity – Most product categor ies in FMCG require relatively minor investment in plan and machinery and other fixed assets. Also, the business has low working capital intensity as bulk of sales from manufacturing take place on a cash basis. . Technology – Basic technology for manufacturing is easily available. Also, technology for most products has been fairly stable. Modifications and improvements rarely change the basic process. 3. Third-party Manufacturing – Manufacturing of products by third party vendors is quite common. Benefits associated with third party manufacturing include (1) flexibility in production and inventory planning; (2) flexibility in controlling labor costs; and (3) logistics sometimes it‘s essential to get certain products manufactured near the market. 2. Marketing and Distribution Marketing function is sacrosanct in case of FMCG companies. Major features of the marketing function include the following: 1. High Initial Launch Cost – New products require a large front-ended investment in product development, market research, test marketing and launch. Creating awareness and develop franchise for a new brand requires enormous initial expenditure on launch advertisements, free samples and product promotions. Launch costs are as high as 50-100% of revenue in the first year. For established brands, advertisement expenditure varies from 5 – 12% depending on the categories. 2. Limited Mass Media Options – The challenge associated with the launch and/or brandbuilding initiatives is that few no mass media options. TV reaches 67% of urban consumers and 35% of rural consumers. Alternatives like wall paintings, theatres, video vehicles, special packaging and consumer promotions become an expensive but required activity associated with a successful FMCG. 3. Huge Distribution Network – India is home to six million retail outlets, including 2 million in 5,160 towns and four million in 627,000 villages. Super markets virtually do not exist in India. This makes logistics particularly for new players extremely difficult. It also makes new product launches difficult since retailers are reluctant to allocate resources and time to slow moving products. Critical factors for success are the ability to build, develop, and maintain a robust distribution network. 3. Competition 1. Significant Presence of Unorganized Sector – Factors that enable small, unorganized players with local presence to flourish include the following: 2. Basic technology for most products is fairly simple and easily available. 3. The small-scale sector in India enjoys exemption/ lower rates of excise duty, sales tax etc. This makes them more price competitive vis-a-vis the organized sector. 4. A highly scattered market and poor transport infrastructure limits the ability of MNCs and national players to reach out to remote rural areas and small towns. Branding strategies in FMCG 7 5. Low brand awareness enables local players to market their spurious look-alike brands. 6. Lower overheads due to limited geography, family management, focused product lines and minimal expenditure on marketing. A general assessment of this would lead to the conclusion that FMCG is not a Structurally Attractive Industry to Enter. Entry barriers are high due the nightmare logistics associated with distributing a FMCG and the limited mass media options available to build a brand. Likewise, the intensity of competition from branded and unbranded goods and the power of retailers make the FMCG a structurally unattractive industry in which to enter and difficult industry in which to remain a competitive player. Application of functional knowledge Soap Category Santoor: For a Younger Skin Brand: Santoor Company: Wipro Agency: FCB Ulka Santoor is south India‘s no1 soap brand. As per sales data it contributed close to Rs 850 crore in 2008-09 to the company‘s coffers and became the leading brand in South India in its category. The brand which focuses on rural India has been growing at 29% for the past three years, on a year-onyear basis. The brand was launched in 1985 as an ordinary soap with sandalwood and turmeric as its main ingredients. The brand was initially test marketed in Bangalore and encouraged by the positive response, the brand became national a year after. The brand was positioned as the beauty + skin care at a reasonable price and the brand derived strength from the efficacy of the ingredients. At that time the brands which had sandal as the main ingredient was Moti and Mysore Sandal Soap. The brand derived the name from combining Sandal + Turmeric and it is not from the musical instrument that it got the name Santoor. Although the brand became popular, the company was not satisfied with the results. The customers were not buying the ingredient story. The research suggested that customers are not correlating the brand with skin care and beauty. Branding strategies in FMCG 8 Thus started the brainstorming on getting the ? WOW † factor to build the brand. The wow factor came in the form of the new positioning ? For Younger Looking Skin†. The positioning comes from the consumer insight that ultimately the customers look for a younger skin which is another smart way of defining beauty. The focus on ? Younger Skin† also acts as a powerful differentiator because other brands were focusing on â€Å"beautiful skin† or â€Å"looking beautiful†. The next big idea came in the form of communicating the ? Younger Skin? concept using â€Å"Mistaken Identity? theme (source: MG Parameswaran's Book). The brand has consistently developed this theme over these two decades of its existence. Santoor is a brand has consistently understood the consumers and was not complacent to change. The brand was the first one to use a Mother and her five year old daughter to endorse the brand. Most of the ads showed spinsters in their campaigns while for Santoor, the protagonist were Mothers. But showing Mother as the protagonist had its share of issues also. The customers felt that since this brand is meant for adults, it will not be soft on skin. This made the company to change the size texture and the shape of the product. Indian women's mindsets were evolving and breaking free from the traditional mindset. The Mother-daughter equation and the campaigns set in the supermarkets, wedding and bangle shop did not do well with the achievement oriented customers. That was a message to the marketers that the product communication has to change. The achiever protagonist was introduced in 2004. The campaign showed the mother as a successful fashion designer with the same positioning and theme. The brand also extended itself to a range of beauty products and to talc. Now Santoor have face wash, talc, soap and fairness cream. Year 2006 saw a big change in the marketing strategy for Santoor. They move into celebrity endorsement. The campaigns showed Saif Ali Khan (in North) and Madhavan (south) in the TVCs. The TVC's shows these celebrities along with the Mother and child in the theme. Using a celebrity without a change in the overall positioning will have a positive impact to the brand. The use of celebrity will make the ad sticky thus making the campaign more effective. The brand is facing tough competition from heavy weights and is now seeking support from outside to stay as a leading FMCG brand. Branding strategies in FMCG Tea Category 9 Taj Mahal Tea Brand:Taj Mahal Tea Company: HLL Taj Mahal tea has changed its Brand Face (brand ambassador). Recent TVCs show Saif Ali Khan endorsing the brand. Taj Mahal has been using the Tabla Maestro Ustad Zakir Hussain as its brand ambassador from 1990's. Since Ustad Zakir was endorsing only this brand, the recall was high. Over the period of time, the brand ambassador became synonymous for the brand. Ustad and Taj Mahal were touted as the classic example of a successful celebrity endorsement. The collaboration with the brand and the ambassador went that far that Ustad once challenged in a TVC in 2001 that he will stop playing tabla if he come across a better tea. That TVC created lot of controversy. The new brand ambassador is Saif. The new face may be an attempt to make the brand more contemporary. Ustad and his fans are getting older. Hence there is a chance that the new generation may miss out on the charm of Ustad (generation gap). So the attempt may be to make the brand relevant to the new generation. In theory we site examples where the users of the brand getting older and the brand not able to connect with new generation. HLL does not want this to happen with a power brand like Taj Mahal. Cosmetic Category Fair & Lovely: Chand ka Tukda Brand: Fair & Lovely Company: HLL Agency: Lowe Fair & Lovely (FAL) is the brand that revolutionized the Indian Skin care industry. This brand is World's first and largest Fairness cream brand with a presence in 40 countries and a value of around Rs. 6 billion. Indian skin care market was dominated by conventional beauty care products like Bezan, Multani Mitti etc. FAL changed all that. Launched in 1975, FAL is the product born in the Unilever research center. In 1988 the brand went international. FAL commands a market share of over 70% in the Rs 1000 crore fairness market in India. FAL virtually created and owned this category for long. In the fairness market, FAL enjoyed monopoly till Cavin Kare entered this lucrative segment with Fairever. The success of Fairever prompted many players like Godrej to tap the market. Branding strategies in FMCG 10 FAL sustained the pressure from the competitor by careful branding and new product launches. The brand never failed to emulate and learn from the competitor . When Fairever launched the ayurvedic variant, FAL launched a much better variant. Competition is coming from Ozone Ayurvedics with their brand ? No Marks‘ tries to carve a niche. HLL countered with FAL Antimarks and launched a controversial comparative ad that took the steam out of ? No Marks‘. When Fairever launched the soap, FAL also responded with soap. FAL never allowed the competitors to gain an upper hand in the market which it created. FAL achieved such tremendous success because of careful branding and ad campaigns. Initially HLL do some ugly talking about fairness. Some of the ads were controversial because of gender inequality and stuff like that. It was necessary at that period because the category was new and the brand should first talk about the need to be fairer. Now the brand has laddered up to more aspirational values like â€Å"Transformation of Women† The insight is that the transformation will be more than skin deep. The ads showing a girl achieving the ambition of being a cricket commentator (a male bastion) were very much effective in connecting with the target group. HLL has also extended the brand to more aspirational values by launching Fair& Lovely foundation that works for Women Empowerment achievement and Transformation which are the qualities for which FAL stands for. FAL have also launched a premium sub brand Perfect Radiance to tap the premium segment of the market. Fair & Lovely was able to dominate the fairness market because of careful marketing and is a showcase of the marketing genius of HLL. Confectionary Category Center Shock: Hilake Rakh De Brand: Center Shock Company: Perfetti Vanmelle Agency: O & M Center Shock is an interesting brands or rather it is a disruptive brand in the sense that the brand just makes all marketing theories look funny. Conventional marketing wisdom says that the product should deliver a promise and satisfy a need. Here is a confectionery brand that tasted sour making itself a market leader in less than 6 months time. Center Shock was launched in 2001 and at that time, the chewing gum market was at cross Branding strategies in FMCG 11 roads. The market lifecycle was at the decline stage. Although the market was worth Rs 300 crore, it was declining at a faster rate at 25-30%. Perfetti then decided to break the category degrowth and make this category more exciting to the customers. This peculiar gum gave a distinct fruit filled acidic taste to the customer which really gave the customer a shock. The brand was an extension of the highly popular Center Fresh known for its Fruit Gel Center. Center Shock came in two flavors: Peach and Apple. Center Shock broke into picture through two clutter breaking ads crafted by O. The first ad of the barber created a huge impact in the market. The ads won lot of accolades for O. According to reports, the brand became market leader within no time with a share of over 35% beating Center Fresh from the same company. The first TVC was followed by the second one featuring a dude visiting his girlfriend's home to meet the parents. According to brand experts the creative brief for Center Shock was simple -break the clutter and make it funny and distinct and really shocking and the ads just did that. The brand adopted one of the funniest and best taglines ? Hilake Rakh De? which translates to ? Will shake you UP†. The brand was positioned as a fun brand and customers liked the change. The brand had virtually shaken the market. During those days most of the chewing gum brands were sold on sales promotions and seldom marketers invested any thing more on ads. Center Shock brought back the trust on advertising in the category players. To sustain a brand like Center Shock for longer period of time is a difficult proposition. Although this brand had a very short PLC, the brand showed the power of advertising. A good advertising can make people eat a sour candy and be happy about it. Brand Positioning strategies for competitive advantage In present scenario the consumer mind is cluttered with numerous brand names for various categories. So companies‘ strategy is to create a perception for their brand in the prospect‘s mind so that it stands apart from competing brands and approximates much more closely to what the consumer wants. One of the major contributions of positioning theory t marketing strategy is to bring out the concept of ? distance‘ and dissimilarity between brands in the ? perceptual space‘ of the prospect and to uncover the many opportunities for such perceived differentiation based upon the capabilities of the product and its antecedents. These differentiation strategies revolve around different aspects of the brand which can be expressed as four questions- Branding strategies in FMCG 12 1. Who am I? This question deals with the origins of the brand, its parentage. The brand can be position with reference to its corporate identity or as an extension of a well established brand. 2. What am I? This question relates to the capabilities of the brand and can be further broken up: (a) Category-Related Positioning (b) Benefit-Related Positioning (c) Positioning by Usage Occasion (d) Price-Quality Positioning 3. For whom am I? This is the strategy of positioning a brand for a carefully chosen target segment where it is the best fit and has competitive advantage. Any functionally similar products can be differentiated through positioning by different segments. Such positioning can be by demographic, behavioral, benefit seeking and psychographic segments. 4. Why me? All the above strategies should enable to create a distinct and persuasive perception of a brand. Aggressive marketing companies try to add to their brand a clinching advantage through some unique feature. Positioning by competitor, that is through compassion with the main competitors, is another way to demonstrate a brand‘s superiority and answer the question ? why me? ‘ Interim findings and observation of the report One such intangible asset is the equity represented by a brand name. For many businesses the brand name and what it represents is its most important asset-the basis of competitive advantage and of future earnings streams. The first step in identifying the value of brand equity is to understand what it is-what really contributes to the value of a brand. Subsequently look at several methods of placing a value upon a brand which will provide additional insight regarding the brand concept. And finally some issues facing those who create or manage brands will be introduced. Brand Equity It is a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm or to that firm customers. If the brand‘s name or symbol should change, some or all of the assets or liabilities could be affected and lost, although some might be shifted to a new name and symbol. The assets and liabilities on which brand equity is based will differ from context to context. However, they can be usefully grouped into five categories: Branding strategies in FMCG 13 Perceived Quality Name Awareness Brand Association Brand Loyalty BRAND EQUITY Name Symbol Other Proprietary Brand Assets Provide value to customer by enhancing customers: Interpretation/Processing of information Confidence in the purchase decision Use Satisfaction Provide Value to firm by enhancing: Efficiency and effectiveness of marketing programs Brand loyalty Price/margins Brand extensions Trade leverage Competitive advantage Fig-Brand Equity (Source-D. A. Aaker) Brand loyalty-for any business it is expensive to gain new customer and relatively inexpensive to keep existing ones, especially when the existing customers are satisfied with or even like the brand. The loyalty of the customer base reduces the vulnerability to competitive action. Competitors may be discouraged from spending resources to attract satisfied customer. Further higher loyalty means grater trade leverage, since customer expect the brand to be always available. Branding strategies in FMCG 14 Awareness of the brand- people will always buy a familiar brand because they are comfortable with the familiar. A recognized brand will thus often be selected over an unknown brand. The awareness factor is particularly important in context in which the brand must first enter the consideration set-it must be one of the brands that are evaluated. Perceived quality-it will directly influence purchase decision and brand loyalty, especially when a buyer is not motivated or able to conduct a detailed analysis. It can also support a premium price which in turn can create gross margin that can be reinvested in brand equity. Further perceived quality cab be the basis for a brand extension. If a brand is well-regarded in one context, the assumption will be that it will have high quality in a related context. A set of associations- the underlying value of a brand name often is based upon specific associations linked to it. Association such as Ronald McDonald can create a positive attitude or feeling that can become linked to a brand such as McDonald‘s. If a brand is well positioned upon a key attribute in the product class competitors will find it hard to attack. Other proprietary brand assets- brand assets will be most valuable if they inhibit or prevent competitors from eroding a customer base and loyalty. These assets can be several forms. E. g. a trademark will protect brand equity from competitors who might want to confuse customers by using a similar name, symbol and package. Appraising brand assets Brand loyalty-what are the brand loyalty levels by segment? Are customers satisfied? What do exit interviews suggest? What are customer feedback regarding their problems with buying or using the brand? Awareness- what brand awareness level exists as compared to that of competitors? What could be done to improve brand awareness? Perceived quality- what drives perceived quality? What is important to the customer? What signals quality? Are prices and margins are eroding? Brand associations- what mental image, if any, does the brand stimulate? Is there a slogan or symbol that is a differentiating asset? How are the brand and its competitors positioned? What does the brand mean? What are its strongest associations? Other brand assets-is there a patent or trademark that is important? Are there channel relationships that provide barriers to competitors? Branding strategies in FMCG Ingredients for Strategy 15 Creating a strong brand identity, leveraging new product categories and growing the customer base are core concerns for consumer product companies. Firms are looking to maximize profits and market share in a highly competitive environment that includes such challenges and risks as demanding customers, consolidation and global expansion. The components of strategy would be- Financial Adi Godrej, Chairman Godrej Group stated, ? We are aiming to triple our turnover by 2012 by focusing on our fast moving consumer goods (FMCG) business — Godrej Consumer Products (GCPL), Godrej Sara Lee and Godrej Hersheys. At present the consumer goods turnover is Rs 2,300 crore and the group aims to reach revenues of Rs 8,000 crore for this business in the next four years. We will also look at inorganic growth as a medium to grow.? In the process, the group would be investing Rs 100 crore per year on brand communications. So for any successful branding strategy Finance played a vital role. The brand salience requires advertisement in different media vehicle. Innovation from the inside out – R&D in the FMCG industry R&D plays a key role in helping FMCG manufacturers meet constantly changing consumer needs whilst driving down costs. The Fast Moving Consumer Goods (FMCG) industry is highly competitive and driven by consumer preference. Research and development (R&D) and innovation, therefore, play a key role in helping manufacturers meet constantly changing consumer needs, whilst driving down costs. Hul Strategy We shall now take up one company, HUL (Hindustan Unilever Ltd) formerly HLL and see how the complex task of brand management is actually handled. This company is taken for this article as HUL is considered as one of the most successful in Brand Management . HLL has a large brand portfolio consisting of nearly 110 bands. In every product line, it has built a number of brands over a period of time. Quite a few brands have come to its fold from the parent company. It has also acquired several ongoing brands from the market. HLL also vigorously pursues brand extension strategy. And concurrently, HLL undertakes line pruning and brand restructuring and consolidation, based on marketing compulsions. HLL is also playing the rejuvenation and relaunch game. With great benefit the corporate-level endeavors at business expansion and diversification are also throwing new challenges on the brand strategy front. HLL lends itself for a proper understanding of the complexity of the brand management task. We shall examine how HLL handles the complex demands in brand management. Such an array of brands is the outcome of a conscious corporate strategy by HLL. As a corporate, HLL wants to be a leader in every one of its businesses and the strategy is to fight on the strength of the competitive advantage arising from the possession of strong brands. It is this strategy that is Branding strategies in FMCG 16 getting reflected in the development of a multitude of strong brands. If we take the business of bathing soaps, as an example, HLL has the objective of being a national player (not a niche or a regional marketer) and the leader therein. HLL also wants about 30 per cent of the corporate income to come from this line. So, HLL opted for the strategy of developing quite a few strong brands in this line, and among them they cover different market segments and price points. Dove, Lux, Liril, Rexona, Pears and Lifebuoy are the outcome of such a well planned brand strategy implemented over time. Interview with an Industry expert In order to gain industry insight regarding the FMCG best practices in branding strategy I got an opportunity to have a telephonic interview with Perfetti Van Melle (India) Ltd. Brand manager based in Delhi. (Due to some reason he does want to disclose his name. ) Q. What is your branding Strategy? A. We are currently managing 15 brands and for each brand we adopt differential branding strategy. But everything depends upon the distribution channel. So our strategies always focus to strengthen the distribution network. Q. What strategies you adopt to launch a new communication plan? A. It starts with Idea generation then financial investment. Under financial