Marketing Management †Caselet on Organic Foods Essay

Overall Understanding of the Case, 3 C’s Scenario and Analysis Of Complete Marketing Environment : Organic food refers to food items that are produced, processed and packaged without using chemicals. Organic food is increasingly becoming popular due to its perceived health benefits over conventional food. The industry is growing rapidly since the past five years and has caught the attention of farmers, manufacturers and, above all, consumers. The health benefits of organic food are more perceived than real. However, the public opinion that organic food is healthier than conventional food is quite strong and is the sole reason for about 30% growth in the organic food industry since the past 5-6 years In general, organic food consumers, manufacturers and farmers strongly believe in organic food having following benefits over non organic food: ? Better health: Since organic food is not prepared using chemical fertilizers and pesticides, it does not contain any traces of these strong chemicals and might not affect the human body. Better taste: People strongly believe that organic food tastes better than non organic food. The prominent reason for this belief is that it is produced using organic means of production. Further organic food is often sold locally resulting in availability of fresh produce in the market. Environment safety: As harmful chemicals are not used in organic farming, there is minimal soil, air and water pollution; thus ensuring a safe world for future generations to live in. Animal welfare: Animal welfare is an important aspect of producing organic milk, organic meat, organic poultry, and organic fish. People feel happy that the animals are not confined to a miserable caged life while eating organic animal products. ? ? ? Popular organic food items include organic tea, organic coffee, organic wine, organic meat, organic beef, organic milk, organic honey, organic vegetables, organic fruits, organic rice, organic corn, organic herbs, organic essential oils, organic coconut oil and organic olive oil. Indians prefer organic preserves, tea, honey, cashew butter and various flours. The organic concept is not limited to food items. Due to excessive usage of harmful chemicals in cosmetics, people are turning towards organic cosmetics, clothing etc. ACNielsen, survey suggests preference of consumers for functional foods – foods that have additional health benefits. India was among the top ten countries where health food, including organic food, was demanded by the consumers. Around the globe, Organic alternatives are purchased mainly for health reasons. Over two thirds of survey respondents think that organic foods are healthier for them and their children. This healthy perception is consistently strong across the Asia Pacific region. Online Indians top the list with 87 percent of consumers purchasing organic foods motivated by the perceived benefits they can derive for their children’s’ health. Health Benefit for kids is seen, hence even willing to pay more. Organic food market is still a developing market, especially in India. Most of the people who eat organic food don’t buy it regularly. Hence need to sell other health products too if one wishes to get a daily (or at least weekly) visit from their customers. Indian organic food consumer needs education. ? There are many consumers who are unaware of the difference between natural and organic food. Many people purchase products labeled as Natural thinking that they are Organic. Organic food refers to food items that are produced, manufactured and handled using organic means. Natural food, on the other hand, generally refers to food items that are not altered chemically or synthesized in any form. These are derived from plants and animals. Thus a natural food item is not necessarily organic and vice versa. Further, consumers are not aware of the certification system. Since certification is not compulsory for domestic retail in India, many fake organic products are available in the market. ? Q. 1 (a) Your organization , which already markets branded Indian spices and flours, is planning to enter the domestic market with organic foods in related products. Segment the market for organic foods, specify the target you as an organization will choose and develop a positioning platform. The Company is already into branded Indian spices and flours ( Consumer non durable category ) and has a robust Intensive Distribution channel & market share. They can use this strength in making the Marketing environment conducive to launching organic foods in the related products. Understand Consumer decision making process : Company needs to focus on the benefits and experiences ( Basic need of Hunger, Security need of being safer option and Health ) produced by these Organic foods over non organic ones & Question why their consumer will / is buying the Organic products. Concentrate on the Health need, influence consumers by educating them and providing adequate information on Organic foods. Allow them to evaluate alternatives and make firm and favourable purchase decisions. The company will expand market share basis this and increase customer satisfaction & resultant profits. Create pull with adequate & clear communication and use ultimate push at dealer / distributor end – i. e. modern retail format – in-store promotions In terms of opportunity will look at i) Product Development i. e. new organic products in present market and also ii) Related Product Diversification – New organic product in new market – from normal branded Spices & Flours to Organic ones. Can further expand the product line by adding packaged Organic Bread with added supplements / vitamins ; Whole grain, high fibre products ; Cereals and pulses. At a later stage also introduce other Organic food product lines like Vegetables, Fruits, Fruit juices etc. Marketing will determine which attributes are most important in influencing a consumer’s choice to purchase. Initially being a Consumer nondurable ( FMCG ) category of product, the involvement will be low. But with the increased awareness, emphasis on the emotional Health need, Credence attribute, consistent quality and value to customer, can look at moving our products to high involvement and Brand loyality. Therefore, creating awareness amongst consumers and within the distribution chain could be seen as an opportunity for marketers to find a positioning for Organic foods claiming health benefits, to reach out to a wider base. Product – Will prefer to choose Organic flours first then spices to begin with as flours are Base foods which are consumed in larger quantity as compared to spices which are Ingredient foods, consumed in lesser quantity. Also base foods have a larger reach and are considered more important as compared to ingredient foods. Segmentation : Name of Product : Potential customer needs : Organic Foods – Flours – Base Foods Basic Hunger need : Base Food Security need : Safe/No Harmful Chemicals / Clean Sub market : Determining variables : Consumer Characteristics Emotional need : Healthy Tasty and Nutritious Pure / Unadulterated High Fibre content Non Polluting / Environment Friendly Base Food : Flour Health & Nutrition B2B – Health Food Restaurants Health & nutrition value Availability Awareness Calorie / Nutrition info Children Health conscious Mothers Earning members of family Elders in family with special health needs. Further Segmentation Geographic – Metro – A class cities Demographic – Income – High income group families Age / Occupation – Children : 3-15 yrs / Students Earning members of family : 25 – 60 yrs /Professionals Elders : 60 yrs + / Retired Psychographic – Health and fitness conscious With special health needs – like Nutrition, BP, Diabetes, Tension, Obesity etc Cultural shifts: lifestyle, leisure Target chosen : Customer : Mother – working / homemaker Consumer : Children Will first target Children Health needs, then at later stages of acceptance can cover all other areas of consumers and also introduce more product lines and variants as discussed earlier. Position : Positioning by Benefits : Basis is the benefit consumer gets in using the product, Product Promise POSITIONING STATEMENT : IT IS A ORGANIC FLOUR, BETTER THAN THE NORMAL NON ORGANIC FLOURS BECAUSE IT IS HARMFUL CHEMICAL FREE AND HENCE MORE HEALTHY AND NUTRITIOUS FOR GROWING CHILDREN The company will talk about the Farm to Fork concept – ie from unpolluted Creation to Consumption Everything is Organic, in the purest form. There is nothing artificial about it For a. Healthier India Will educate existing consumers, create awareness wrt FAB of Organic Foods through all possible areas of Media like TV, Print, In store promotions, Outdoor, Sampling, Demos, Direct mailers, Schools info sessions, Nutrition talks / classes, School Canteens, Health food outlets, Health food restaurants, Exercise areas, Public chat rooms, online etc Q. 1(b) Based on the above question’s answer – Assume that the organic food category is in the introduction phase of PLC, accordingly what would be the major marketing decisions at this stage? Do you expect the adoption rate to be fast or slow? Justify. Major marketing decisions at this introduction phase of PLC As discussed above in the Overall Understanding of the Case, 3 C’s Scenario and Analysis Of Complete Marketing Environment and the Product STP, initially mass market the product through existing Intensive distribution network. This stage will see more of Product information through Promotional campaigns to increase Public awareness, which will then Stimulate demand. The later growth & maturity stages of PLC will see more of Brand Promotion and Market segmentation ( also see above ) Product chosen – Base food – flour , can move to whole grain organic bread / biscuits / pasta Also later Organic ingredient foods like spices, condiments Expand in the area of Organic pulses, vegetables, fruits, juices & preserves. Price – Premium / atleast 20% above normal non organic foods Place – Modern trade / also Health food Restaurants tie up like Subway etc which will exclusively use our organic flours for their whole wheat & multi grain breads. Promotion – In shop education, in store activation to educate consumer. Media like TV, Print, In store promotions, Outdoor, Sampling, Demos, Direct mailers, Schools info sessions, Nutrition talks / classes, School Canteens, Health food outlets, Health food restaurants, Exercise areas, Public chat rooms, online etc Initial Adoption rate will be slow. But with sustained awareness will wait for the tipping point in our favour. As new product category, greater awareness is required There is already a Movement towards natural foods from synthetic / chemical based foods : Beverages – Aerated drinks to juices, Tropicana, Real, no preservatives – LMN, Neebooz, Lemonez, Green tea. Base foods – white to brown – whole grain, multigrain breads, flour Cosmetics – study says 66% of what we apply is absorbed by body – harmful chemicals etc, Hence move towards organic & safe products eg Body Shop, Biotique etc Organic food market small now but Volume to come from growing trend of Health & Environment conscious campaigns and followers who will in turn be major influencers in buying decisions of people. Market will grow and prosper – by creating new market for safe, healthy, and environmentally friendly Organic Foods. Also with this the Company will maintain credibility and constantly improve quality and offerings to suit customer needs and hence hope to create a big brand with loyal customers over a sustained period of time.

Self Image Research Paper Example | Topics and Well Written Essays - 750 words

Self Image - Research Paper Example Low self image individuals on the other hand are not resilient and are less motivated when it comes with handling adversity. Esteem also influences achievement of goals and is thus a very important element of personal development. In this paper I will be looking at the effect of self esteem on individuals. Research has shown that individuals with high self esteem to be more motivated, take great personal care and persist in their strive for fulfilment of aspirations and goals in life. In the school settings for instance, those students who perform well in their class work are associated with high self esteem. However, interestingly self high esteem is to a large extend an outcome of good performance. Good performers are high in self esteem; boosting self esteem may not boost performance and in fact could be counterproductive. The situation is the same also among adults especially in the work place. Job success for instance is associated with high self esteem; success actually boosts personal self esteem. Resilience and persistence when it comes to working for the attainment of personal goals follows high self esteem. It motivates individuals to ignore the environment and go right for their goals in academics, personal and corporate life. It thus is thus an important force that works t o facilitate persistence even after the individuals have experienced failure (Baumeister & Campbell et al, 2003). Individuals considered to have high esteem are also associated with attractiveness, being likable and ultimately having good interpersonal relationships. These individuals also tend to impress when it comes to relating with others. However, high self esteem persons in the end tend to alienate. Esteem therefore influences the nature and to some extends the duration of relationships. At school, in the workplace and even out there in the community persons with high self esteem have been found to have better impressions but in the end alienate others.

The Starry Night by Vincent Van Gogh Essay Example | Topics and Well Written Essays - 750 words

The Starry Night by Vincent Van Gogh - Essay Example Most nightly features, including the moon, are exaggerated with yellow colour to highlight their effects and create a sense of ease when viewing the picture. The swirling clouds and the radiance surrounding the stars create a sense of movement as if the sky were in constant motion and turbulence. Use of white and yellow attracts the viewer’s attention the sky. This false perception helps maintain the vision of viewers and encourages them to pursue the other elements embodied within the painting. It is possible that bouts of depression and hallucination could be behind his thick and distinctive brushstrokes that further dramatize the painting4. The sky gives way to a number of hills and a small town at their base. In contrast to the vibrant sky, the town appears peaceful with its occupants enjoying a blissful night of sleep. The cooler and darker colours used to paint the town and the hillside could perhaps be a reminder of our vision during childhood of darkness and the nightl y skies5. The much larger and taller church seem to overwhelm every other building in the town and project the notion of tranquillity and peace within the town. The depiction of the church is further symbolic of its significant role in the daily lives of the town’s residents. The size and wobbly portrayal of the cypress trees to the left symbolizes its isolation and embodies a sense of depth within the artwork. Q5 Van Gogh painted the ‘Starry Night’ in 1888 while he was resident in a mental asylum. Rather than being a real life portrait, the painting is a depiction of Van Gogh’s imaginary vision when he looks out of his window. It is evident that this impressionist portrayal is highly creative and casts a heart rendering insight into Van Gogh’s mental health. In fact, Van... Van Gogh completed ‘The Starry Night’ about an year before his death at the mental asylum in Saint-Remy. This painting is widely regarded as the best work of Van Gogh as it depicts his struggles between reality and insanity. This artwork depicts radiant streaks of yellow emanating from the planets that rotate like cartwheels . The scenery seems shaky and in turbulence, although the brightly lit night sky appears calm and restful. ‘Starry Night’ has played a revolutionary role in modern art and has been highly sought after and replicated. In his early years, Van Gogh had wanted to devote his time towards the poor and needy. In fact, his desire for religion and evangelization is believed to be reflected in the eleven stars that occupy the nightly sky in the painting. Experts like (include author) cite Genesis 37-9 as clear evidence towards this connection: "And he dreamed yet another dream, and told it his brethren, and said, Behold, I have dreamed a dream more; and, behold, the sun and the moon and the eleven stars made obeisance to me." In fact, this religious inclination is showcased in earlier paintings such as the 1888 depiction of stars on the Rhone river. Much like the ‘Starry Night’, this painting contains similar features such as night sky being washed with bright streaks of yellow light from several stars. The reflection of the city’s (Arles) lights in the river water instils an added sense of reality into the canvas and maintains the vision of the viewer. This is further enhanced by distant structures that are lit up from the glowing night sky. The ‘Starry Night’ played a key role in the emergence of modern art during the post-impressionist era.

Critically evaluate the argument that diversity management is good for Essay

Critically evaluate the argument that diversity management is good for organizations, but damaging for employees - Essay Example In forming this culture it is vital for the management to involve diversity initiatives in the business activities of the company. The top management should also promote diversity in the workplace as goal of the company. Diversity is about portraying a culture that recognizes personal needs and contributions. However diversity by nature is perceived to bring complexity in the workplace. This negatively affects the employees due the various cultures. According to Klarsfeld (2010, 126) Employees are bound to feel at ease when working with people from the same cultural background. Diversity management in the organization is good as it promotes maximum production compared to those organizations which do not employ diversity. Diversity as a practice starts and ends with the individual. Today diversity involves the all business practices driven towards creating trust and improving workplace. In order to maintain properly managed diversity in the organization it involves knowing workers ind ividually not as part of a particular culture. Organizations with multicultural diversity tend to portray high levels of engagement and the organization is able to outperform others. The outer-performance is in terms of stock price, turnover rate, stock price, revenue growth, net income and financial growth. According to Mor Barak (2010, 250), one of the important assumptions of diversity management is the strength of relationship between business assets. These include the business systems, practices, goals and the people involved. The compatibility of this interdependent relations as well as its well functioning affects the business operation. The effects are experienced in organizations image, profitability and stability which occur both in short-term or long-term. As suggested by Thomas (2006, 244), in diversity management, the organization needs to have an equal focus on all areas of management. Diversity in management has various benefits to the organization. They include: Easy entry to a changing market situation: Diversification in an organization implies incorporation of different practices. This means that the organization is less likely to have difficulties in adapting to changes. Working under diverse conditions enables the management to be able to handle various situations without fear. Diversity also means exploring various areas of the market therefore the management is aware of the market making its entrance easier. In diversity, employees are handled equally and this gives them the motivation to contribute the organizations development. High quality customer service: Diversification in an organization promotes enhanced customer services. The presence of individuals from different cultural background ensures that the organization can serve different customers and satisfy their needs. In diversity management since workers are used to working and relating with diverse cultural backgrounds, it becomes possible for them to handle different customers . Large-scale business transformation: transformation ensures business operation is more agile, rapid and lean. Diversity management ensures business operations are well transformed. It also ensure accountability in business transformation in large-scale. The diversity in the organization promotes modernization of business operations in business trans

Analysis of Pre-school in Three Cultures Essay Example | Topics and Well Written Essays - 1000 words

Analysis of Pre-school in Three Cultures - Essay Example Teacher and students repeat the date, day and whether aloud which gives them knowledge of their surroundings and time. Thus most of the time a child is doing something himself to learn and practice a new idea which helps to mature his mental modals about various real life phenomena. There is a 120 minute academic session with very little explicit academic instructions and children are supposed to learn by practice. The teacher encourages the children involvement in non-academic activities like singing, telling jokes and stories during these academic sessions. After lunch break the children are allowed to play all around the school where they learn through mutual interaction and cooperation. Teacher encourages unattended mutual resolution of disputes among children which instigate problem solving behavior among children. The teachers at Japanese pre-school have strong believe that problem solving and dispute resolutions, and empathy are important skills that a child learns through ear ly childhood fighting and interaction with other children. Thus finding a solution himself is constructive for his learning experience. Origami, a Japanese art of making shapes by folding paper is yet another way of constructive learning at pre-schools. Children learn the persistence when they encounter problems, cooperate with each other. According to teachers origami is an important tool in constructive learning. At Dong-feng pre-school and day care center in China, the principal thinks that it is good for children as they learn to interact with each other. In classrooms there are several activities like children sing songs and match wooden elements with drawing on a page. At Saint Timothy in Honolulu Hawaii children come and have free play before the school formally starts. The school... This paper stresses that behaviorism aims to bring measureable positive changes in children behaviors through practice and learning. Behavioral disobedience or rudeness are difficult to control and require a lot more methodical approach to address the actual issue behind any such behavioral problem. You may teach them to obey through self example of doing something good and polite repetition of tasks you designed to inculcate some basic learning outcomes in the children. The authos declares that a disciplined and self controlled behavior may help children to learn the skills of self control and disciple in the process. If child has some dispute with other child at play or learning area the American teacher encourage children to express their grievances instead hitting or entangling with each other. While in Japanese teacher encourages mutual resolution of disputes thus instigate problem solving behavior among children. This report makes a conclusion that constructive and behavioral techniques and methodologies in three countries best suit to their cultures. The approaches are hard learned and time tested therefore, more often than not any change is resisted strictly. However, in changing environment of modern societies these methods and techniques are required to be reviewed and revisited constantly to bring about the changes that may help to instigate more practical and applicable approaches towards inculcating constructiveness and behavioral upholding of the children. The best approach is to let children learn through personal experience and a display of exemplary behavior.

Application Paper # 2 Corporate Values & Social Responsibility Essay

Application Paper # 2 Corporate Values & Social Responsibility - Essay Example The mission statement of Wal-Mart is we save people money so they can live better (About, 2012). The initiatives of the company are aligned with its mission because Wal-Mart has helped feed millions of people around the world. Wal-Mart has a complete social responsibility program that covers many aspects of social responsibility. As a firm that has billions of dollars in inventory, the company provides relief to people in need during natural disasters. The company responded immediately when the Katrina earthquake hit by donating $5 million. The firm has also help the victims of the Japan earthquake, floods in Mexico and Texas. To become more effective in its disaster relief efforts the company often partners with agencies such as FEMA and the Red Cross. The company demonstrates compassion and that they care about people in need. Wal-Mart is a company that believes in the value of philanthropy. The firm in 2011 donated money and merchandise worth $954 million. The goal of the company by 2015 is to donate 1.1 billion pounds of food and $250 million in cash. The organization has an environmentally friendly program to reduce the emissions and pollution produced by its operations. For instance Wal-Mart has installed 100 solar energy units at different locations. These solar power stores eliminate the dependency of the company on the electricity grid. Another technology that Wal-Mart stores are using to save energy is the installation of LED lights. The company has 180 renewable energy projects in operation that generate one billion kilowatts of renewable electricity. The company is the second largest buyer of renewable energy among U.S. retailers. The implementation of a solid corporate social responsibility program is a good strategic move that can help a business. Companies that act socially responsible attract the support and business of many consumers. Environmentally friendly initiatives are perceived by

Human Factors and Ergonomics Assignment Example | Topics and Well Written Essays - 1000 words

Human Factors and Ergonomics - Assignment Example Ergonomics help workers and jobs succeed. Ergonomics help the worker be more successful and productive. How does this work overall? â€Å"The overall goal of the ergonomic analysis is to provide information that will facilitate the development of an environment that enhances both human performance and well-being† (Burke, 3). This information can be as simple as the right computer chair or as complex as an airplane cockpit control. When advanced machines came during the Industrial Revolution, the need to place a human factor into the workplace became necessary. This is the information that ergonomics provide for employees and companies. the ergonomics of working position design, use of office equipment (photocopiers, guillotines, and printers), and even cleaning arrangements for windows, desks, and floors (what chemicals are to be used and how are they stored?)† (Maguire, 25) How do cleaning supplies affect workers? If ammonia is stored improperly with bleach a deadly gas could kill the whole office. Thus the job would have killed the worker. No more productive workers mean that the job and worker did not coexist in this instance. Thus ergonomics comes in to make sure that ammonia and bleach are not stored unsafely. In the art world, according to a new study, chronic stress rearranges wiring in the brain. One result is poor decision-making, a curse in any species and in any context. Many studies show that humans are more likely to make poor decisions when subjected to unrelieved stress. The rat study helps explain the phenomenon while reinforcing the case for designing tasks and workplaces ergonomically to control the triggers for stress. (Anderson) These findings could prove that a less stressful work environment can be more productive. If a worker is too stressed that they make poor decisions. This is a given, but until proven most companies will not take the time or expense to reduce the stress.