National campaigns Essay Example for Free

National campaigns Essay Walker Crisps control the largest part of the crisps market in the United Kingdom, but lost significant market share three years ago when consumers began turning to other forms of snack. Furthermore, as the populace is made increasingly aware of the poor nutrition of some snack foods, the high salt content, and high fat content, they appear to be turning away from brands perceived as less healthy. Unfortunately, despite a revamping of products in 2006, most crisps products are viewed as less healthy and nutritious than alternatives such as cereal bars. National campaigns designed to improve the quality of school lunches were effective at turning parents away from crisps as a lunchbox staple and adult health campaign have lead people to consider other snack options including fruits, nuts, yogurt and cereal bars. In addition, there is some indication that a declining birth rate has also negatively impacted demand for crisps as they tend to be most popular among the males in their teens and early twenties. Older and more affluent snackers choose other options including specialty, private label crisps, corn-based snacks and gourmet crisps with exotic flavors. It also seems clear from evidenced reported by Mintel analysis of the snack food market that there are some areas in which crisps cannot compete, as some consumers, particularly women seem attached to chocolate and sweet biscuits as a preferred indulgent snack. And, there is a marketing nightmare brewing. While crisps must shed their image as fatty, over-salted snacks with no nutritional value if they are to maintain their market share in a health-conscious environment, evidence suggests that men in particular do not want to eat something labeled as â€Å"diet† or â€Å"healthy†. The key appears to be a serious media campaign to change the way people think about crisps. Evidence suggestions that the three trends most likely to impact the crisps market are: a desire to purchase healthier snacks, a desire for classier snacks, and a desire to eliminate snacking in general. The Move toward Healthier Snacks The evidence is clear that the trend in snacking is to find healthier alternatives. Walker crisps was able to regain some of its lost market share in 2006 with the introduction and promotion of healthier, â€Å"baked† varieties, but still faces an uphill battle. In a recent poll, nearly half of the consumers questioned said they would be willing to spend more to be able to buy foods that were free from chemical additives (Mintel, 2007). Since many so-called â€Å"diet† foods are laden with chemicals ranging from preservatives to artificial sweeteners, this may be a market niche that Walkers could exploit with an all-natural crisp. However, it will take a serious marketing campaign to educate consumers about the â€Å"dangers’ hidden in other snack foods. Mintel’s analysis of Walkers marketing expenditures over the last three years has indicated that they have begun to see the value of print advertising that explains the benefits of their newer, â€Å"healthier† product lines. However, it seems likely that Walkers will have to consider a new multimedia advertising campaign that redirects the way people think about crisps. A strict marketing campaign that shows crisp consumption as part of a healthy diet could also help the company retain market share. Currently, consumers are increasingly turning to other snack options in the belief that they are healthier than crisps. It might be advantageous to do a head to head comparison between crisps and several other snacks demonstrating the relative fat content, calories and other nutritional information. For example, the Mintel study showed that 23 percent of consumers snack on cereal bars, often in the belief that they are a healthy sack. However, reading a product label makes it clear that the average cereal bar has as many calories and carbohydrates as a bag of baked crisps. Walkers also needs to continue with current advertising campaigns which explain the change in oils used to create the crisps and the reduction in salt. All of these combined attacks on accepted nutritional ideas can help to recreate crisps in the minds of the consumer. Furthermore, Mintel analysis shows that consumers are less likely to buy branded products or healthy products when buying for use in entertaining. As part of their overall health campaign, Walkers might want to consider an advertising campaign similar to the ones used by American beer companies. â€Å"Friends don’t let friends drink bad beer† could become something along the lines of â€Å"Show your friends you have great taste, buy walker crisps. † Though the concept is a bit loose, it could be refined and would likely results in increased sales for Walkers. The Move to Classier Snacks Another interesting trend within snack food is the move toward hand-cooked or gourmet crisps. These premium brands tend to be smaller manufacturers instead of multinational corporations like Walkers, which is a division of PepsiCo. These brands are gaining in popularity among more affluent, educated consumers. They have shown a preference for exotic flavors like â€Å"Thai sweet chili† and sea salt and malt vinegar instead of the standard crisps (Mintel, 2007). To that end, it is in the best interest of Walkers to continue to expand their line of premium crisps and to develop new flavors that are likely to appeal to consumers. Within this market, it is also important to appeal to the health conscious consumer, so any effort that can be made to create these new flavors using infused oils and natural spices instead of something cooked up with chemicals is a plus (Mintel, 2007). These consumers are more educated and therefore more likely to be well-informed about the products that they are putting into their bodies. These consumers are in many ways the perfect target for an educational advertising campaign which asks why they are depriving themselves of the textures and flavors they love just so that they can eat a cereal bar that tastes like cardboard. This is also a good market to explore because this demographic is less concerned about the price and more concerned about giving themselves a special treat. Often, hey view everything they eat, drink and wear as a form of status symbol and Walkers would do well to establish their premiums brands within this niche. An advertising campaign that reminds consumers that doing something nice for themselves should also taste good would play well to this demographic. The Move Away from Snacking As part of a health-consciousness campaign, citizens of the United Kingdom are being taught that snacking between meals is leading to the Britain’s obesity problem and should be cut out (Mintel, 2007). According to the Mintel poll, fewer people every year admit to eating between meals. While this may be a factor of people not admitting to themselves what their true behavior patterns are, it can mean that they are not planning ahead for snacking and not purchasing traditional snack foods like crisps. One of the best ways to deal with this would be another form of reeducation for the populace. Though dietary requirements are in an ever-changing state of flux as science learns more and more about how the body works, many diets argue that five or six small meals a day maintain blood sugar levels better than the traditional three meals a day. So, even if the addition is simply mid-morning and afternoon tea, Walkers and other snack providers need to change the way the United Kingdom thinks about snacks. Again, the goal is not to have crisps replace full meals like breakfast, but crisps with tea might be a marketing ploy that Walkers could successfully market especially in terms of their premium, exotic brands. Acknowledging that they are competing with scones and sweet biscuits and everything else for every moment the consumer chooses a snack is imperative to Walkers efforts to maintain their market share. Conclusions The simple truth is that snack foods are facing an increased amount of competition every day with more and more companies looking for alternatives to the standard potato crisp. Therefore, companies which rely on crisps as a major segment of their brand identity must find new ways to market and appeal to consumers. Since we have established that current buying behavior seems to be based on perceived nutritional value, perceived class and the perception that snacking makes you fat, an aggressive marketing campaign designed to challenge these notions and change them is necessary. Walks must change the perception of crisps as an unhealthy waste of calories and a blase snack. They must jazz it up and create a desire for people to incorporate crisps into their daily diet. Otherwise, they will continue to watch their market share slip away. WORKS CITED â€Å"Crisps and Snacks†, Mintel Reports, May, 2007.

How Minority Students Struggle in College Essays -- Personal Narrative

How Minority Students Struggle in College In the lives of minority students, education is seen as essential. It’s a dream, one that we are still trying to interpret. If we know nothing else, we know that education is important because it determines the future one is going to have. The major problem is that the education of minority students before college is poor. This deficiency causes great conflict for minority students in adapting themselves to new educational habits. Lack of good study skills makes it difficult for a minority student to control one’s time management and concentration. While these students are trying to change their study habits, there is another variable that could help or distract them from fixing their weaknesses. It is true that parents and professors do have an influence upon us. These people play a big part in the education of students, but the impact of their persuasion is not always positive. Despite all the struggles that a minority student faces, I believe people in this group can find the secret to becoming educated and successful individuals. Education is exceptionally significant for a minority student. A minority student faces economic issues with his or her lower class status. There is very little money. A minority student comes from a home in which parents have a low level of education. There are not many books around while growing up. A desire to change their economic and cultural position makes education their first priority as a goal they have to reach. Life’s circumstances did not give their parents the chance to go to school. Minority students have seen first-hand how hard it is to live throughout their lives without education. These students believe that if they ed... ...an the upper class students. As a minority student, I advise that we should not let anyone put us down. That is the secret. With or without support, we should keep in mind our goal of becoming professionals in our field of study. If our interest in school is interrupted, we must maintain our deepest reasons for attending college. Looking back and reminding ourselves of our goals will help us to get back on track. College is a race that many of us are competing to win, but we are starting off behind. Minority students should keep on fighting to catch up. It is a complicated battle that consists of personal ambition, educational desire, and inner persistence. If we keep on struggling to become better individuals, we can hopefully someday free ourselves and take off these uneducated and minority labels from our backs and become part of the educated majority.

Communication of Respect

| Business CommunicationTrimester 2 AssignmentSubmitted By:Aksha AnandPGDM-A(2011-2013)Roll No: 06| | | | | | | | The communication of respect has been established as a significant dimension of cross-cultural communication to define and fully understand respect in cross-cultural interactions. The communication of respect can be examined and seen as a field of study. This framework is devoted to the communication of respect from both respect and communication competence. Study describes that good communication is a serious and specific study of the communication of respect. Evaluation of cross-cultural communication competence of respect across cultures in an environment where such pan-cultural communication is growing is extremely important. EXPLAINING RESPECT There are different disciplines dependent upon communication. Respect according to many researchers is both group and individually defined and oriented. It is inseparable from communication as there is no way to show respect in the absence of verbal or non-verbal communication. Also, many researchers allow respect to go undefined relying entirely on participant perception of the term. However, unlike previous views, communication of respect is a complex concept and more than merely simple politeness and courtesies. COMMUNICATION AND CULTURE- THE DIFFERENCES Cross cultural communicative competence framework developed by Ruben, has identified seven behavioural dimensions of cross cultural competence. They are * Display of respect * Interaction posture * Orientation to knowledge, Empathy * Self-oriented behaviour * Interaction management * Tolerance for ambiguity. Several years later on, it has been increased to nine dimensions by sub-dividing self-oriented behaviour into three distinct dimensions – * Task oriented roles * Relational roles * Individualistic roles. Communication of respect is heavily impacted by cultural norms. For many Koreans, respect is communicated via formality whereas for many Americans, respect is communicated in initial interacti ons by treating others equally. Sometimes due to lack of cross culture language, respect may not be effectively communicated. CONSEQUENCES OF RESPECT AND DISRESPECT Respect is very important silent feature in our communication and there are serious effects related to respect or the lack of the same. Therefore the phenomenon merits scholarly attention. Success is often dependant on being able to communicate respect and avoiding communication of disrespect. Communicating respect leads to a â€Å"social healing effect† on psychological perceptions of previously strained relationships. This article seeks not only to recognize the important work devoted to the communication of respect that has already been written, but also calls for more work to be done. THE CONCEPT OF COMMUNICATION OF RESPECT One of the key conceptual frameworks devoted to communication of respect is presented by Van Quaquebeke (2009) which distinguishes respect from tolerance and elaborates on two distinct types f respect. Tolerance is aligned with appraisal, whereas respect is closely aligned with recognition. Appraisal respect is evaluative and focuses on a result, while recognition respect is more process focused and occurs in interaction. The author of this article emphasizes on interactional respect. From a culture general communication perspective, there are four domains of communication competence that determine how respect is communicated interpersonally.

Sector Overview - IATA - Free Essay Example

Sample details Pages: 4 Words: 1106 Downloads: 3 Date added: 2017/06/26 Category Economics Essay Type Narrative essay Did you like this example? Chapter 3: Sector Overview 3.0 Sector Overview Air travel is one of the largest and growing industries in the world. It is a critical section of global economy which supports 57 million jobs and $2.2 trillion in economic activity (IATA 72th press release, December 2013). Air transport provides important inputs into wider economic, political and social processes. Don’t waste time! Our writers will create an original "Sector Overview IATA" essay for you Create order It has many benefits such as it promotes economic growth, overseas investment, world trade and tourism as well. In other words, the airline industry allows globalisation to take place. 3.1 International Air Transport Association (IATA) The International Air Transport Association (IATA) is responsible for the world’s airlines. It is the main vehicle for inter-airline collaboration and encourages secure, reliable, and economical air services to the worlds consumers. It has supported many areas of aviation activity and has helped in formulating industry policy on critical aviation issues. IATA was established in Havana, Cuba, in April 1945. At start, IATA had 57 members from 31 nations which were mostly from Europe and North America. Today it has some 240 members (representing 84% of total air traffic) from 118 nations in every part of the globe. The modern IATA took over the International Air Traffic Association which was founded in Hague in 1919 which was the year of t he worlds first international scheduled services. 3.1.1 Growth and Development International air transport grew twice its capacity from its earliest post-1945 days until the first oil crisis in 1973 and this progress was due to technical innovation. The main innovations were the introduction of turbo-propeller aircraft in the early 1950s, transatlantic jets in 1958, wide-bodied aircraft and high by-pass engines in 1970 and later, advanced avionics (electronic systems). During the 1960s, automation took the lead in the airline opeations. These brought higher speeds, greater size and better unit cost control and this resulted in lower real fares and rates. With a rise in real income and leisure time, demand for air travel grew significantly. According to the 72th press release dated 31 December 2013 Of the IATA, on average, more than 8 million people travel by plane every day. In 2013, the total number of passengers exceeded 3 billion for the first time ever, reaching 3.1 billion. Coming to cargo, approximately 50 million tonnes of cargo is being carried by planes each year. This equals to 140, 000 tonnes daily. The annual worth of these goods is estimated to be $6.4 trillion or in other words, equals to 35% of the value of products traded internationally. Furthermore, the aviation sector employs more than 57 million people and supply $2.2 trillion for economic activities. The forecasted number of passengers for 2014 is 3.3 billion which equals to 44% of the world’s population and the global turnover for the industry is estimated to be $743 billion, having an average industry net profit margin of 2.6%. 3.2 Air Mauritius Limited The national airline of Mauritius is Air Mauritius Limited. It operates regional and international services to over 30 destinations with 80 flights per week. It also serves 20 destinations on four continents. The Sir Seewoosagur Ramgoolam (SSR) International Airport is the main base of Air Mauritius Ltd. The main activities of Air Mauritius include operating domestic as well as international scheduled air services which carry passengers, freight and mail and the provision of ancillary services for aviation. Air Mauritius also controls a worldwide air cargo business, solely in association with its scheduled passenger services, using the belly hold capacity for cargo transshipment. Air Mauritius is one of the rare airlines proposing the services of combined airplane and helicopters. Air Mauritius hires around 3,000 people and plays an important role for key sectors such as tourism for the Mauritian economy. It carried 1.3 million passengers in 2011 (AML Passenger Statistics Report) which equals to more than half of passengers at the Sir Seewoosagur Ramgoolam International Airport. For the nine months ended December 2013, Air Mauritius carried 991,934 compared to 969,488 during the nine months ended 31 December 2012. In addition the seat capacity was increased from 1,372,383 to 1,395,3 25. 3.2.1 Growth and Development Air Mauritius was incorporated in June 1967 as a handling agent but it was in August 1972 that it began its operation with a Piper Navajo leased from Air Madagascar on a flight between Mauritius and Rodrigues Island. Then in 1973, the route to London via Nairobi became available and it was in the 1980s that the company launched nonstop flights to Europe. In November 1994, Air Mauritius took a leap forward by offering to trade its shares on the Stock Exchange of Mauritius. In July 1997, the Air Mauritius tried to create regional feeder airline called Air Ocean Indien (AOI) along with other airline companies for instance Air Seychelles, Air Madagascar and Air France. However, due to certain coordination problems among the airlines, this project could not take off. The company began supplying its cargo service to Johannesburg in October 2002 which accounted for 20 percent of revenues. It was during 2003-04 that the number of passengers exceeded on e million for Air Mauritius. The new airport was recently build in September 2013 in order to deliver a better service to the passengers. 3.2.3 Air France and air Mauritius renew and extend their cooperation agreement On 24th January 2014, Air Mauritius and Air France extended the existing collaboration between them. The CEO of both companies signed an agreement which allows the continuation of both companies’ activates between Paris-Charles de Gaulle Airport and Sir Seewoosagur Ramgoolam International Airport. The two airlines will be providing up to 16 flights per week for the 2013-14 winter season. Air Mauritius will be provided with enhanced expertise by Air France in managing cost (especially in terms of fuel savings) and revenue, procurement, maintenance and commercial operations. Furthermore, the customers of Air Mauritius will be able to enjoy some European destinations provided by Air France from the Paris-Charles de Gaulle airport. Consequently, Air France passengers can travel to Reunion Island on flights operated by Air Mauritius. Air France is also a shareholder of Air Mauritius since the company has began its operations in 1967. On 21st October 1998, a first agreement has been signed which was renewed two times, lately in 2008. Both airline companies have enjoyed a successful collaboration. 3.2.4 The best travel agencies being rewarded by Air Mauritius On 30 November 2012, Air Mauritius organised its Travel Trade Awards Night at the Intercontinental Hotel found Balaclava in order to reward the best travel agencies or agents of the island. The best performing agent went to Atom Travel based on its overall revenue 2011/12. Air France won the best airline partner whereas the best upcoming agent (by market share) was Travel Spirit. There were around 450 guests who were present for this award ceremony and they were mostly from the travel trade community. The Chief Executive Officer (CEO) of Air Mauritius, Andre Viljoen thanked the travel agents for their continuous support to the company throughout the year and discussed about the latest progress done at Air Mauritius.