Reading report Essay Example | Topics and Well Written Essays - 2000 words

Reading report - Essay Example It is important to understand that human beings are responsible for building and assembling of computers. For this reason, it is important to distinguish between a strong artificial intelligence and a weak intelligence. One of such critics is John Searle who describes strong artificial intelligence with regard to the computer is that it is able to formulate and test hypothesis in a more rigorous and precise fashion with very minimal errors. However, Searle points out that the basis of the strength and precision of computer is not the brain but the programs, which have been installed in the computer. This means that computers have cognitive states, which are much stronger and accurate compared to that of a human being. A Turing test is the ability of the computer or a machine to give and express intelligent behavior, which is almost equivalent and is indistinguishable from human beings. Allan Turing who aimed at determining if computers can think developed this concept in 1950 (John R . Searle 54). In his test, he was not refereeing to the ability of the machines offering the right answers to the question but how the answers are closely linked to human response. The test therefore did not consider audio receptions but relied on text only channels. The test relies on artificial intelligence since it involves machines in testing if the computer is able to give accurate and precise answers. As expected Allan Turing test did not go without criticism. From a philosophical point of view Descartes agrees with the Turing test on the basis of automation but he was quick to denounce the test on the basis that it human beings can think and give answers and that machines can give the right answers and cannot think. It therefore means that even though machines can interpret information and give the right answers that do not qualify them to be superior to human on the basis of thinking. In addition to this, Searle disagrees with the Turing test on the subject that even though computers can respond to different languages and give the correct answers, they only provided the right answers but without understanding and this is what distinguishes artificial intelligence with human intelligence. A human being can only respond to a language if he/she has an understanding of the language. However, machines can do this better with the help of coded programs does not mean that the computer understands the language. To support his concept, Searle performed a Chinese room test where an English native speaker man is placed in room and shown Chinese symbols. The man fails to understand the Chinese symbol and language through writings since he is not a Chinese speaker. In the second test, the same man is given the same symbols but this time with interpreted English codes, which gives the meaning of the words and the man, begins to relate the English words with the Chinese symbols. Searle calls this the question and answer technique. If a Chinese native speaker is taken through the same test, similar results will be produced and it will be difficult to distinguish between answers from the English and Chinese speakers. We therefore conclude that the English native speaker has been able to answer Chinese questions even though he does not understand them. This does not make the human being intelligent since he has been able to answer questions that he does not understand. It is the coding of the English and C

Managing Financial Resources and Decisions Essay - 7

Managing Financial Resources and Decisions - Essay Example From the above table it is observed that the Casey will be achieving negative cash balance at the end of every month which indicates that the barber shop will be running its business at loss if the above expenses and income are experienced by it for the next 6 months. From the profit and loss account and cash flow budget mentioned in Task 1 it is evident that Casey’s barber shop will be running at huge loss if he does not modify the business structure. The owner should bring in appropriate changes in business so as to earn profit. The owner should increase the working hours from 6 hours a day to 8 hours a day so that the barber shop attends 24 customers a day instead of 18 customers a day. It will bring in revenue without increase in any further cost. Adults are to be charged  £ 25 for the first two months and then  £ 30 for the next 4 months. The children should be charged  £ 15. The table below reflects the changes that are made in order to have postive ending cash balance at the end of every month. The charge of the services should be increased in order to bring in profit at the end of every month in the business. Adults are to be charged  £ 25 for the first two months and then  £ 30 for the next 4 months. The children should be charged  £ 15. The main aim of this section is to compare the financial statements of two listed companies published in their annual reports and examine the financial performance of the companies by comparing the performance of the financial ratios. The two companies that are chosen are ASDA Limited and Tesco Plc. Both the companies are dominating the supermarkets in United Kingdom. The data required for the ratio analysis are collected from the annual reports of both the companies. A comparison is drawn between the two with respect of their performance: liquidity, solvency and profitability. The presentation and the formats of the two company’s

Quanitative problem statement surrounding the development of a rapid Essay

Quanitative problem statement surrounding the development of a rapid response team to reduce codes outside of the ICU - Essay Example The benefit of RRTs is that there is a drop in cardiac and respiratory arrests outside of the intensive care units (Simmonds, 2005). The scope and nature of the RRT is such that the professionals attached to the team have to be extremely competent, which means that these professionals drawn away from other areas of requirement in a health care environment. There may be an argument that the nursing actions in RRTs assist patient nurses in formulating the situation, background, assessment, and recommendation (SBAR). However this hardly diminishes that RRTs pose to nursing in terms of the lack of experience, work pressure due to high patient nurse ratio, which are factors in the high turnover among nursing professionals. It must be remembered that the nursing professionals attached to RRTs are expected to carry with them critical thinking skills, and that these nursing professionals come from non-intensive care environments, where skills and competencies are present in a much lesser deg ree than in the case of the nursing professionals in the intensive care environment. Thus it is important that appropriate education and training be given to nursing professionals before being made a part of RRTs, along with choosing the appropriate nursing professionals for such a role.

French and Indian War Essay Example for Free

French and Indian War Essay The French and Indian War altered the political, economic, and ideological relations between Britain and American colonies. Ideologically, this War brought up resentment toward Britain this changed the political relationship between Britain and its colonists because the British were forced to unfairly tax them due to their debt. The French and Indian war transformed North America by only leaving the British and the colonists left in their region. Greedy as the British were they did not treat the colonists fair by taxing them lead to resentment that lead to the American Revolution. After the French and Indian War, North America completely changed. Before 1754 English, French, Spanish, and the Russians had a portion of North America that they had power over. After 1763 the French were completely left out and had no land at all. (Document A) This impacted Britain and American colonists politically because it lead to the Proclamation of 1763 where Native Americans believed that the white people were not allowed to settle in their land that they had inhabited for hundreds of years. (Document .B) Britain thought that with the proclamation everything would turn out great, but it did not it just angered the colonists. They were angry because they believed they had no freedom. After the French and Indian War, England had to pay off a huge debt that had been accumulating over the years. The only way they saw to pay this was to regulate trade meaning that they would have fully control and know who and what they are trading with, and to tax everything. Britain made these changes and angered the colonists even more because the colonists felt it was not fair that all of a sudden they started taxing everything. (Document F) Taxation had a huge impact on the economic relationship between the colonists and their mother country because many of these acts forced the Americans to ship their raw materials to Britain, only to later buy the finished products from them. Mercantilism was soon abandoned when the colonists rebelled. An act that really angered the colonists was the Stamp act. Colonists furious of these taxations used boycotting as their weapon, they practiced non-importation and non-consumption. Although hurting the colonists and the British, the British soon came to realize that they were not messing around.(Document G) Colonists coming together and boycotting these acts had a huge impact on the British ideological values. The colonists felt that taxation was another thing that they should be mad at the British for. It added more stuff to what was already going on. The colonists were already mad about the Proclomation and just taxing everything did not make colonists happier. The colonists soon came to understand that they had little to no freedom which lead to the idea of becoming independent. Thinking that they could stand on their own. They don’t need the British. (Document D) The French and Indian war brought up resentment toward the british this changed the political relationship between Britain and the colonists because of the taxation that the British put on everything. Colonists began to change their mindset from being one whole colony to believing that they could stand on their own and become independent thus leading to the Revolution.

Chips Are Down For Gambling Industry

Chips Are Down For Gambling Industry Recent events in global finance have impacted heavily on Australias gambling industry. As Australian consumes reduce their discretionary spending, gambling providers have witnessed a commensurate decline in revenues. The phenomenon is not limited to Australia, with gaming facilities in Las Vegas, Macau and Japan also reporting significant declines in revenues. This downturn has also revising profit forecasts for the future. The decline in revenues extends beyond casinos to other forms of gambling, such as Tattslotto, Keno and horse racing. Other forces are also challenging the viability of the industry, such as government moves to deregulate the industry, and the growth in online gambling, and the equine influenza outbreak. Q1: The general and environment conditions: Organisations have both an external and an internal environment. The external environment consists of two layers the general environment and task environment. General environment of broad dimension and forces in an organisation that created its overall context. The general environment of most organisations has economic technological, sociocultural political-legal and international dimension. The task environment specific organisation of group affects the organisation. It includes competitors customers, suppliers, regulators and increasingly, strategic allies. There are five parts in the general environment, economic. Global financial crisis challenging economic conditions, crown casino revenue is down and increased household cost so less money for gambling. Technological internet gambling does not need licence international. Trends in gambling decline in Las Vegas, Macau revenue down Political-legal government laws. There are five parts in the task environment, suppliers less on ever ything its competitors Q2: Porters Five Forces: Since the early 1980s, Michael Porters Five Forces (Porter, 1980) has brought break through for the concept of normal business strategy, and became the bible to guide business leaders nearly every industry effective implementation of strategic analysis. Five forces model is generic and applying sufficient to explain the behaviour of many different market. Peters five forces model views the business from outside. It focuses on assessing competitive position within industry. Peters 5 forces model, they are barriers to entry, threat of substitutes, bargaining power of buyers, bargaining power if suppliers and rivalry among the existing players. Force 1: The extent to which switching costs and brand loyalty affect the likelihood of customers adopting substitutes products and services. The ease or difficulty with which new competitors can enter an industry. Barriers to entry, what measures are easy or how difficult. It is for new entrants into industries related to government policies and taxes, which require access to productive inputs and finance. Furthermore, patents branding and image also falls into this category. A barrier to entry is the only industry characteristics that determine industry. Barriers reduce the rate of entry of new firms, thus maintaining a level of profit for those already in the industry. Barriers to entry arise from several sources such as government created barriers; Patents and proprietary knowledge serve to restrict entry into an industry, asset specific inhibition of an industry scale and organization of the local economy. The possible use of patents and other resources owned property specialty firms (Porter, 1980, 1985) Forces 2: The extent to which switching costs and brand loyalty affect the likelihood of customers adopting substitutes products and services. Threat of substitutes, if a produce can be easily substituted, then it is a threat to the company because it can complete with price only. Therefore, price elasticity of products affected by substitute products as more substitutes become available, demand becomes elastic since customers have alternatives more. A close substitute product manufacturing capabilities of companies in the industry to increase prices. The competition engendered by a threat of substitute products from outside the industry. For example, the revenue of casinos is limited by financial crisis. Internet gambling itself started as a replacement of the casinos it provides other facilities and resources for similar services, or information (Kyle, 2002) Force 3: The degree to which buyers have the market strength to hold sway over and influence competitors in an industry. In general, when buyer power has strong associations with industry production is close to what an economic on a monophony a market which has many suppliers and buyers. Force 4: The number of buyers relative to suppliers and the threat of replacement and new areas affecting the relationship buyer-supplier and the power of the state provides virtually no current because the gambling industry is not bad consumers want to buy their machines. They can only be completed together with prices can prolong the life of their business but not for profit does not sell well and gaming machines. Forces 5: Intensity of competition between the increase in growth when industry demand, slow down, good products and prices. Rivalry among existing players. It analyzes the level of competition between existing players in the industry. In this force, it analyzes the speed of industry development, how your customers with your brand identity. Do you think the gambling industry is an attractive industry for new entrants? Gambling industry is always attractive to new entrant because it can earn big money. They always get money in and win as long as they have customers come to their business in a fair amount. It is big cheese cake but participant is limited due to capital, government legislation and regulations. At present, it is still attractive but people do not have enough confidence and requirement money to step in this industry. It needs sufficient capital to subsidize their operating business and start up of business life. They need good relationship elsewhere and government support to be able to open it. Recently, financial crisis has caused the decline of gambling industry. People spend less and gamble less. In fact they do not have strong financial standing and stable income, job as before. Furthermore, the increasing of internet gamble has become a big obstacle for gambling business as people tend to play though the net while sitting at home. There is no pressure or camera when playing at home. Consequently, at this stage financial world has gone down and affected every business around. It used to be a good market but not anymore at current stage. Its recovery is only better when peoples financial get better which they have more stable money to spend. Q3: Advice: I would like to advice the casino to offer same free products or services to the customers such as if there is a customer who plays a huge budget for gambling, the casino should offer a hotel bedroom for the customer. Due to the internet is flooding the market, the casino should advertise the advantages of gambling face to face in the casino, such as gambling face to face is much more stimulating. At the same time, point out the disadvantages of gambling on the interest such as gambling online may get hacked. How should they weather the storm of the global economic downturn? At the moment, it is a bad time for gambling industry but this does not mean an end to this industry. People in the industry whom own business face a huge chance of making loss but to be survive through this period, they have to be steady and liquidity. The might have to face corruption but if they use efficiency their money on other cash flow activities such as investing. For example, during bad financial period, people are inability to pay the household mortgage. Moreover, it could be good time to reduce cost and wait for the storm to be gone. In fact, they have to keep their own business in low performance as well. It would be a cut-off of wages, sections (if business is large and multifunctional). Flatten management level, reduce waste and increase efficiency. Do right thing for advertising to attract more customer. Business is a battle; to be able to survive other has to be terminated. However, self-development is required. They have to open more services or link to expand to ne w trend. Q4: discuss another organisation that has been impact on a similar way to the gambling industry by the current economic trends. Steel industry has been impacted on similar way to the gambling industry in the development of situation due to financial crisis is unshared in a positive factor. The financial crisis effects the real economy development and damaged to market confidence. The domestic economic slowdown in the growth of steel industry production growth rates a downward trend in steel exports. The domestic market caused by a certain degree of stress excessive market competition order irregularities are caused by factor such as domestic steel prices plummeted by the main factors. In addition, steel prices have fallen substantially by the impact of iron and steel production by price.

The Pros and Cons of Affirmative Action Essay -- Pro Con Essays

  Ã‚  Ã‚  Ã‚  Ã‚  Affirmative action has been the topic of debate for many years. It has been controversial because it has been said to be a form of reverse discrimination. This paper will discuss the purpose behind affirmative action, as well as, its various strengths and weaknesses. Also, this paper will look at the following issues surrounding affirmative action such as the incompetency myth ( are companies hiring less qualified people?), the impact on employment (what has changed in the work place?), the impact on women (how have their lives changed?) and the impact on employment law (what documents back up affirmative action?). Lastly, a discussion of affirmative action on an international scale, and what international documents have to say about the topic. The purpose of this paper is to bring to light all the issues, and then make an educated statement of whether affirmative action is a worthwhile activity or if there is a better solution.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Affirmative action or positive discrimination can be defined as providing advantages for people of a minority group who are seen to have traditionally been discriminated against. This consists of preferential access to education, employment, health care, or social welfare. In employment, affirmative action may also be known as employment equity. Affirmative action requires that institutions increase hiring and promotion of candidates of mandated groups. (Rubenfeld, 1997, p. 429)   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  The purpose ofAffirmative Action is a simple one, it exists to level the playing field, so to speak, in the areas of hiring and college admissions based on characteristics that usually include race, sex, and/or ethnicity. A certain minority group or gender may be underrepresented in an arena, often employment or academia, in theory due to past or ongoing discrimination against members of the group. In such a circumstance, one school of thought maintains that unless this group is concretely helped to achieve a more substantial representation, it will have difficulty gaining the critical mass and acceptance in that role, even if overt discrimination against the group is eradicated. For this reason, more effort must be made to recruit persons from that background, train them, and lower the entrance requirements for them. (Goldman, 1976, p. 179) Proponents of affirmative action argue that affirmative action is the best way to corre... ...of Management Journal, Vol. 40, No. 3, 603-625. Holzer, Harry J.& David Neumark. (Jan. 2000) What Does Affirmative Action Do? Industrial and Labor Relations Review, Vol. 53, No. 2, 240-271. Holzer, Harry J.& David Neumark. (Sept. 2000) Assessing Affirmative Action Journal of Economic Literature, Vol. 38, No. 3, 483-568. Leonard, Jonathan S. (1989) Women and Affirmative Action The Journal of Economic Perspectives, Vol. 3, No. 1, 61-75. Lockheed, Marlaine. (1998) International Perspectives on Affirmative Action in the 1990s Educational Researcher, Vol. 27, No. 9, 6-7. Loeb, Jane W, Marianne A. Ferber & Helen M. Lowry. (1978) The Effectiveness of Affirmative Action for Women The Journal of Higher Education, Vol. 49,   Ã‚  Ã‚  Ã‚  Ã‚  No. 3, 218-230. Nacoste, Rupert W. (1987) Affirmative Action in American Politics: Strength or Weakness? Political Behavior, Vol. 9, No. 4, 291-304. Reed, Rodney J. (1983) Affirmative Action in Higher Education: Is It Necessary? The Journal of Negro Education, Vol. 52, No. 3, Persistent and Emergent   Ã‚  Ã‚  Ã‚  Ã‚  Legal Issues in Education: 1983 Yearbook, 332-349. Rubenfeld, Jed. (1997) Affirmative Action The Yale Law Journal, Vol. 107, No. 2, 427-472.

Coke Burn India

Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Current Market Scenario Current Market Scenario Industry Highlights Coke Burn Industry Highlights Coke Burn Distribution Red Bull faces legal battle with their largest distributor – RNG group after snapping decade old ties. RNG used to control 90% of Red Bull’s distribution with close to 19,000 outlets Selective distribution only in 3 metros (Mumbai, Delhi and Bangalore) Distribution Red Bull faces legal battle with their largest distributor – RNG group after snapping decade old ties.RNG used to control 90% of Red Bull’s distribution with close to 19,000 outlets Selective distribution only in 3 metros (Mumbai, Delhi and Bangalore) Manufacturing Key market players import their product from South East Asian countries like Malaysia, Thailand etc. First and only multinational company to receive local manufacturing nod for energy drinks Manufacturing Key market players import their product from South East Asian countries like Malaysia, Thailand etc. First and only multinational company to receive local manufacturing nod for energy drinks Market ShareDominated by Red Bull with 71. 3% market share Depleting market share currently stands at 2. 6% of the energy drinks market Market Share Dominated by Red Bull with 71. 3% market share Depleting market share currently stands at 2. 6% of the energy drinks market Market Size Rs. 1894 million (off trade) with a CAGR of 55. 7% Rs. 49 million (off trade) Market Size Rs. 1894 million (off trade) with a CAGR of 55. 7% Rs. 49 million (off trade) To increase off trade sales from Rs. 49 million currently to Rs. 299 million in a year Mission To increase the overall market share from the current 2. % to 10% in a year To increase brand awareness, consumer loyalty and satisfaction Strengthening Burn’s social media and overall online visibility To increase off trade sales from Rs. 49 million currently to Rs. 2 99 million in a year Mission To increase the overall market share from the current 2. 6% to 10% in a year To increase brand awareness, consumer loyalty and satisfaction Strengthening Burn’s social media and overall online visibility Communication Objectives Awareness Create brand awareness and visibility by crafting distinct brand imagery ConsiderationEducate consumers and bring Burn in their consideration set on par with Red Bull Conversation Induce more effective trials by engaging consumers through on ground activation Loyalty Implement loyalty and rewards programs ensuring consumer retention Communication Objectives Awareness Create brand awareness and visibility by crafting distinct brand imagery Consideration Educate consumers and bring Burn in their consideration set on par with Red Bull Conversation Induce more effective trials by engaging consumers through on ground activation Loyalty Implement loyalty and rewards programs ensuring consumer retentionCompetitor Analys is Competitor Analysis Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Product Price Place Promotion Red Bull original Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafe’s, Barista, Costa Coffee, Bars and Retail Outlets * Formula 1 racing * Soap Box Race * Student brand ambassador * Television Ads * Rejuve * Nicofix * Minus Rs. 95 for 250ml CCDs, bars, retail outlets. * Shah Rukh Khan brand ambassador * Print Advertising * Sunburn music festival * Premium * Wildberry * Pomegranate * Red grapes * * Regular * Sugar free Cola Rs. 85/90 for 250ml Rs. 50 for 180ml Rs. 95 for 250ml Gyms, retail outlets Pubs, discos, night clubs * Shilpa Shetty brand ambassador * Energy Drink partner of CSK * College events * Certain cultural and music festivals Proposition Get High on Energy Gives you Wings Free your Energy Get high every time you drink Product Price Place Promotion Red Bull original Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafe†™s, Barista, Costa Coffee, Bars and Retail Outlets * Formula 1 racing * Soap Box Race * Student brand ambassador * Television Ads * Rejuve * Nicofix * Minus Rs. 5 for 250ml CCDs, bars, retail outlets. * Shah Rukh Khan brand ambassador * Print Advertising * Sunburn music festival * Premium * Wildberry * Pomegranate * Red grapes * * Regular * Sugar free * Cola Rs. 85/90 for 250ml Rs. 50 for 180ml Rs. 95 for 250ml Gyms, retail outlets Pubs, discos, night clubs * Shilpa Shetty brand ambassador * Energy Drink partner of CSK * College events * Certain cultural and music festivals Proposition Get High on Energy Gives you Wings Free your Energy Get high every time you drink Consumer needs and GAP analysis Consumer needs and GAP analysisThrough our research we inferred that a lack of awareness and availability were the two key deterrents for purchase of Burn Through our research we inferred that a lack of awareness and availability were the two key deterrents for purchase of Burn Values Co nsequences Attributes Price and Packaging Exclusivity Status and Self esteem Study more + better grades Rewards and Promotions High Performance Work longer, harder + more concentration Soft Drink, No alcohol Substitute for alcohol Belongingness Socializing drink at parties Caffeine, Taurine Energy + Stay awake Values Consequences Attributes Price and PackagingExclusivity Status and Self esteem Study more + better grades Rewards and Promotions High Performance Work longer, harder + more concentration Soft Drink, No alcohol Substitute for alcohol Belongingness Socializing drink at parties Caffeine, Taurine Energy + Stay awake Consumer Characteristics Consumer Characteristics Consumer behavior analysis Consumer behavior analysis Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Rohan Vyavaharkar – National Communications Head – RedBull India Ltd Pinakiranjan Mishra, National Leader, Consumer Products, Ernst & Young The biggest c hallenge for energy drinks is to establish product efficacy and reiterate their core benefits as consumers are wary of these products due to high caffeine content† Ajay Chandwani, Director, Percept Ltd â€Å"We are open to introducing Coke Burn shots in India if there is a strong case for it. We are also looking at ramping up distribution in other cities† Kamlesh Sharma, GM, Public Affairs & Communication, Coca Cola India â€Å"RedBull has consciously adopted a strategy of steering away from conventional media and chose to associate itself with extreme sports and youth centric activities to create a buzz in the market.The sales of energy drinks is as much a function of distribution as it is of marketing† â€Å"High price is biggest barrier for this segment. Consumers would include burn in their consideration set if a smaller SKU at a lower price is made available in the market† Rohan Vyavaharkar – National Communications Head – RedBull India Ltd Pinakiranjan Mishra, National Leader, Consumer Products, Ernst & Young â€Å"The biggest challenge for energy drinks is to establish product efficacy and reiterate their core benefits as consumers are wary of these products due to high caffeine content†Ajay Chandwani, Director, Percept Ltd â€Å"We are open to introducing Coke Burn shots in India if there is a strong case for it. We are also looking at ramping up distribution in other cities† Kamlesh Sharma, GM, Public Affairs & Communication, Coca Cola India â€Å"RedBull has consciously adopted a strategy of steering away from conventional media and chose to associate itself with extreme sports and youth centric activities to create a buzz in the market. The sales of energy drinks is as much a function of distribution as it is of marketing† â€Å"High price is biggest barrier for this segment.Consumers would include burn in their consideration set if a smaller SKU at a lower price is made available in the market† However, more than half of our respondents felt that high price and high caffeine is deterrent while purchasing energy drinks. However, more than half of our respondents felt that high price and high caffeine is deterrent while purchasing energy drinks. Majority consumption happens at parties and pubs. Also a sizable chunk of consumption happens at home Majority consumption happens at parties and pubs. Also a sizable chunk of consumption happens at home Consumer InsightsConsumer Insights Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement According to our research, majority consumption is driven by college students to stay awake during exams. It is also used as a socializing and energizing drink. According to our research, majority consumption is driven by college students to stay awake during exams. It is also used as a socializing and energizing drink. To get a perspective on consumer insights we conducted a primary research with 40 consumers of energy drinks with diverse cultural and professional backgrounds.To get a perspective on consumer insights we conducted a primary research with 40 consumers of energy drinks with diverse cultural and professional backgrounds. Expert insights through in-depth interviews Expert insights through in-depth interviews Retailer insights Retailer insights Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement FCB matrix FCB matrix Brand Identity Prism Brand Identity Prism Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Mission Market Message Media MoneyMeasurement Mission Market Message Media Money Measurement Key recommendations and take-aways 50ml shots Introduce 50ml Burn Energy shot priced at Rs. 40 to induce trial 0% caffeine Introduce a healthy diet/caffeine free variant of Burn Ramping up distribution Capitalizing on the RedBull – RNG rift as well as developing strategic distribution partnerships New engagement platforms Promotion at college and music festivals and events as well as effective usage on online platforms Key recommendations and take-aways 50ml shots Introduce 50ml Burn Energy shot priced at Rs. 0 to induce trial 0% caffeine Introduce a healthy diet/caffeine free variant of Burn Ramping up distribution Capitalizing on the RedBull – RNG rift as well as developing strategic distribution partnerships New engagement platforms Promotion at college and music festivals and events as well as effective usage on online platforms Through research we learnt that sales of energy drinks are a function of marketing as well as distribution. Hence, we recommend Burn to ramp up its distribution in more number of cities to supplement our marketing campaign.At retail outlets we recommend distributing collaterals that contain #Burn365, Turbocharge Your Passion contest details which will help us to engage with a wider audience Through research we lear nt that sales of energy drinks are a function of marketing as well as distribution. Hence, we recommend Burn to ramp up its distribution in more number of cities to supplement our marketing campaign. At retail outlets we recommend distributing collaterals that contain #Burn365, Turbocharge Your Passion contest details which will help us to engage with a wider audience Communication Channels Communication ChannelsMission Market Message Media Money Measurement Mission Market Message Media Money Measurement Experiential Marketing Experiential Marketing The key is not to advertise but to engage. Not to broadcast messages but to have a dialogue To associate Coke Burn as a drink that supports youngsters to pursue their passion and interests The key is not to advertise but to engage. Not to broadcast messages but to have a dialogue To associate Coke Burn as a drink that supports youngsters to pursue their passion and interests Mission Market Message Media Money Measurement Mission Market M essage Media Money MeasurementBurn’s India website(www. burn. in) * With the absence of an India specific website we believe that the newly developed www. burn. in will be a perfect online platform to communicate Burn’s products and fresh marketing initiatives such as â€Å"Wings on Fire†, â€Å"#Burn365† and â€Å"Burntender – Twist and Burn†. * It will be integrated with Burn’s social media accounts and will display information about Burn’s upcoming consumer engagement projects and initiatives. * This website will be directly linked to Coke’s global and national webpage and we target close to 450 unique visits per day post its inceptionTargets Number of unique hits per day Number of linked websites Average time on site Bounce rate 15% 1. 5 minutes 45 450 Burn’s India website(www. burn. in) * With the absence of an India specific website we believe that the newly developed www. burn. in will be a perfect online p latform to communicate Burn’s products and fresh marketing initiatives such as â€Å"Wings on Fire†, â€Å"#Burn365† and â€Å"Burntender – Twist and Burn†. * It will be integrated with Burn’s social media accounts and will display information about Burn’s upcoming consumer engagement projects and initiatives. This website will be directly linked to Coke’s global and national webpage and we target close to 450 unique visits per day post its inception Targets Number of unique hits per day Number of linked websites Average time on site Bounce rate 15% 1. 5 minutes 45 450 Online Marketing Facebook Ads Mobile Marketing and Advergaming (Wings on Fire) Email marketing Launch Burn’s India website (www. burn. in) Viral Youtube advertisements and fan videos #Burn365 (year-long twitter campaign) Online Marketing Facebook Ads Mobile Marketing and Advergaming (Wings on Fire) Email marketing Launch Burn’s India website (www. u rn. in) Viral Youtube advertisements and fan videos #Burn365 (year-long twitter campaign) #Burn365 #Burn365 Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement The Plan Building up on successful social media brand building ventures adopted by KFC and Volkswagen, Coke Burn looks to adopt a similar strategy by hosting #Burn365, an open-for-all twitter competition that looks to engage young adults from across the country by offering prizes 365 days a year We see Burn365 as an opportunity to increase activity as well as follower count across social media platforms.Currently Burn is seriously lacking in terms of content as well as activity on its fan pages and the #Burn365 campaign would ensure increased user interaction with the brand as well as quality & unique content generation on the respective fan pages. This campaign will look to increase Burn’s social media presence as each day contestants can showcase their passion be it about spo rts, cars, movies, music, art or even burning social issues using the permitted 140 characters supported by a Twitpic or a Youtube video.On ground promotion during college festivals and events will see Burn representatives encouraging students to live-tweet #Burn365. Winner of the contest will win Burn merchandise. The Plan Building up on successful social media brand building ventures adopted by KFC and Volkswagen, Coke Burn looks to adopt a similar strategy by hosting #Burn365, an open-for-all twitter competition that looks to engage young adults from across the country by offering prizes 365 days a year We see Burn365 as an opportunity to increase activity as well as follower count across social media platforms.Currently Burn is seriously lacking in terms of content as well as activity on its fan pages and the #Burn365 campaign would ensure increased user interaction with the brand as well as quality & unique content generation on the respective fan pages. This campaign will look to increase Burn’s social media presence as each day contestants can showcase their passion be it about sports, cars, movies, music, art or even burning social issues using the permitted 140 characters supported by a Twitpic or a Youtube video.On ground promotion during college festivals and events will see Burn representatives encouraging students to live-tweet #Burn365. Winner of the contest will win Burn merchandise. Objectives Building brand awareness Driving traffic to respective fan pages Engage students and young adults via #Burn365 Increasing sales Objectives Building brand awareness Driving traffic to respective fan pages Engage students and young adults via #Burn365 Increasing sales RedBull has 811,638 followers which is 65 times the number of followers of the Burn twitter handle. Current ScenarioBurn Vs Red Bull RedBull has 811,638 followers which is 65 times the number of followers of the Burn twitter handle. Current Scenario Burn Vs Red Bull Stage 1 The user wil l be given an option to login via Facebook or twitter Stage 2 Depending on the user’s choice he would be asked to like & share / follow & tweet. Stage 3 The user will be given an option to login via Facebook or twitter Stage 4 The machine would dispense the free sample Stage 5 The machine would forcibly logout the user Stage 1 The user will be given an option to login via Facebook or twitter Stage 2Depending on the user’s choice he would be asked to like & share / follow & tweet. Stage 3 The user will be given an option to login via Facebook or twitter Stage 4 The machine would dispense the free sample Stage 5 The machine would forcibly logout the user Login via twitter or facebook Post a tweet using #Burn365 tagging @burn Follow @burn account for updates Like the Coke Burn Facebook page Share the page with a comment Check location settings Dispense the free 50 ml Burn shot Auto Logout Login via twitter or facebook Post a tweet using #Burn365 tagging @burn Follow @burn account for updatesLike the Coke Burn Facebook page Share the page with a comment Check location settings Dispense the free 50 ml Burn shot Auto Logout We intend to place Coke Burn vending machines at college events, concerts, BPO’s across the country. These machines would dispense Coke Burn 50ml sample shots at the cost of a tweet or a facebook like by the user. We intend to place Coke Burn vending machines at college events, concerts, BPO’s across the country. These machines would dispense Coke Burn 50ml sample shots at the cost of a tweet or a facebook like by the user. Coke Burn Vending MachinesCoke Burn Vending Machines Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Game Design Game Design After defeating the demons and completing the first round the player again has a brief interval where he sips Burn to get energized and moves on to the next level After defeating the demons and completing the first round the player again has a brief interval where he sips Burn to get energized and moves on to the next level The player begins the game by sipping a Burn to feel energized The player begins the game by sipping a Burn to feel energizedPlayer has to chase and target flying demons with a slingshot to earn points Player has to chase and target flying demons with a slingshot to earn points As the player successfully targets the flying demons their wings burn and crash on the ground thus preventing any counterattack by the demons on the player As the player successfully targets the flying demons their wings burn and crash on the ground thus preventing any counterattack by the demons on the player Rationale Rationale Non- intrusive, cost effective method of driving the message Non- intrusive, cost effective method of driving the messageAverage time spent by a gamer is 12-15 minutes Average time spent by a gamer is 12-15 minutes Consumers have deeper emotional engagement while gaming Consumers have deepe r emotional engagement while gaming Integrated Communication Message – Turbocharge Your Passion Integrated Communication Message – Turbocharge Your Passion Wings on Fire (Advergaming) Wings on Fire (Advergaming) Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement The game reinforces Burn’s key value proposition of providing energy to win The game is also a tacit attack on competitor Red Bull that claims to give you ‘wings’.Upon hitting the demons successfully the message â€Å"Bullied! † pops up. High scorers of the game get free Burn merchandise. The game reinforces Burn’s key value proposition of providing energy to win The game is also a tacit attack on competitor Red Bull that claims to give you ‘wings’. Upon hitting the demons successfully the message â€Å"Bullied! † pops up. High scorers of the game get free Burn merchandise. Engagement Platform| Organizer| Audience| Cost| Mood Indigo| IIT Bombay| 60,000| Rs. 30,00,00| Malhar| Xaviers| 30,000| Rs. 1,50,000| Crossroads| SRCC| 50,000| Rs. 2,00,000|ArcharyaHabba| ArcharyaInstitue| 30,000| Rs. 1,00,000| Standard Chartered Marathon| Procam| 96,000| Rs. 8,00,000| SunBurn| Percept| 1,00,000| Rs. 10,00,000| Eristoff Invasion| Only Much Louder| 20,000| Rs. 4,00,000| Bartending Competition| Burn| 120| Rs. 2,00,000| Burn 365| Burn| 60,000| Rs. 1,50,000| www. burn. in| Burn| 40,000| Rs. 40,000| Wings on Fire| Zapak/Zynga| 30,000| Rs. 5,00,000| Total Impact| | 5,16,120| Rs. 38,40,000 ( Rs 7. 44 per person)| Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Cost Implications Cost ImplicationsMeasurement Measurement * The Economic Times * Euromonitor * Business Standard * Marketing report by Teja Ande, Docstoc * Industry Estimates gathered from colleges and media buyers * Aaker, J. (1997). Dimensions of brand personality (p. 352) * The Economic Times * Euromonitor * Business Standard * Marketing report by Teja Ande, Docstoc * Industry Estimates gathered from colleges and media buyers * Aaker, J. (1997). Dimensions of brand personality (p. 352) References References Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement