Requirement Analysis Essay Example | Topics and Well Written Essays - 750 words

Requirement Analysis - Essay Example These assumptions are being made for the problem tracking phase for BIA organization considering the various facts and measures collected in requirement elicitation phase. The assumptions made so far regarding the requirements collected are: This involves the operations of the business with regard to the constraints that it receives. BIA is supposed to be well aware of information its stakeholders have provided us about the organization and its financials as well. These are technical issues that are deemed to be affecting the business. Our group is supposed to value their working criteria’s and propose better solution for the problems encountered by BIA because we have selected this approach. These requirements involve the following collected data from BIA stakeholders. Through understanding of the constraints that are at hand, there is need to verify the requirements through the use problem tracking system that is viable to the business needs. All the requirements are verified on base of cross checking of their recorded illustrations. Further a details analysis is being done through their website and other case studies for exactness of collected data. Our group discussed the whole information gathered and performed analysis on the collected facts individually and then this data is merged together. All the gathered requirements are validated on the following results proposed by understanding overall working of BIA. Owing to the results gathered by detail analysis and information gathering from key stake holders the following solutions are proposed for the organization for more effective going of this

The debate of hunting Essay Example for Free

The debate of hunting Essay Even though hunting should not be a sport, hunting helps maintain a healthy herd and promotes land, wildlife conservation. Because without hunting herds will over populate and become sick from starvation or spread disease. Hunters are a major supporter and play a big part in wildlife management. People for many years have debated about, hunting as a sport, or if it is only a means of people shooting at living targets. There can be many that say hunting is a part of American culture, how it benefits animal wildlife and also land conservation. Others say it is just a form of cruelty to animals and there are no benefits in hunting. â€Å"Encouragement of a proper hunting spirit, a proper love of sport, instead of being incompatible with the love of nature and wild things, offering the best guaranty for the preservation of wild things† (Theodore Roosevelt U. S. President). How hunting is cruel and that hunting has no place in the 21st century and is becoming evident by hunters waste and destruction of wildlife. In the past people used hunting as a means of supplying hunters and their families with food. Today animal activist say that hunting is not necessary and has no place in today’s society. â€Å"Hunting is not a sport, in a sport; both sides should know they’re in the game (Paul Rodriguez). In the last hundred years the United States has been going through a transformation out of the necessity to providing food and safety through recreational activity. There was a time when a majority of people lived in rural areas. Since then, the majority live in urban areas and this meant a change in people’s lifestyle. The change in people’s lifestyle brought the need to form organizations to protect animal rights. With this change many new animal rights organizations were formed such as People for the Ethical Treatment of Animals (PETA) and others to join in protecting wildlife from hunters. Animal activist argue that hunting: â€Å"In all cases, sport hunting inflicts undeniable cruelty- pain, trauma, wounding, and death- on living, sentient creatures. Most civilized and caring people will believe that causing suffering and death is by definition inhumane, regardless of method† (Miller, 2009). Some hunting is for the purpose of who can obtain the biggest trophy. In the 1950s’ an organization named the Humane Society of the United States organized to help in the protection of cruelty to wildlife animals. Therefore, in the 70s’ a group of students from Oxford decided to argue: â€Å"whether the moral status of nonhuman animals was necessarily inferior to that of human beings and whether animals should be entitled to their own basic rights and protection by law† (Laney, 2008 ). Then in the 80s’ many film productions, news articles, books were portraying that all hunters came from low class and uneducated people. Hunters today began to see themselves being portrayed as nothing more than a bunch of rednecks running through the woods with guns and wearing plaid, killing helpless animals. The NRA [National Rifle Association] caps and says in a 2004 New York Times article by a woman who stated â€Å"let’s go out and kill some defenseless animals† (Laney, 2008). Animal activist say that trophy hunting by Americans are responsible for killing tens of thousands of wild animals in other countries. In fact in 1997 the Smithsonian Institution’s received a donation of $20 million from a big game hunter named Kenneth Behring to solicit a permit, to allow the remains of two endangered sheep be allowed to be brought back to the United States under the (ESA) Endangered Species Act to aid in the research, and helping their survival. After they received bad publicity the Institute decided to avoid obtaining the permit. All though many are surprised to find that the facts on how hunting and outdoors sportsmen promote land and wildlife conservation. Hunting for many families has been a way to grow with the outdoors and bond with nature. In the Western societies like the United States and Britain, there is the argument of morals, this makes hunting a focal point for protracted and political debate. An organization named People for the Ethical Treatment of Animals (PETA) also believe that hunters are insensitive and arrogant for participating in hunting described as â€Å"recreational† or â€Å"sporting†. â€Å" Yet many hunters themselves impose entirely different meanings on the hunt, and some, such as the naturalist Paul Shepard, even assign it spiritual significance, construing it as an activity that expresses a deep and profound reverence toward nature andliving things† (MacHalek, 2002). For many hunters of all ages, believe that hunting is a way of relaxation and an educating experience for all to enjoy. Many hunters think that â€Å"Education is lacking when an assumption is made stating hunting is only recreational and leaves damage without good† (Reed, 2008). Hunting is a human activity that in its â€Å"significance by a deceptively simple feature: the evasiveness or resistance exhibited routinely by prey. Because of the behavioral challenges that it presents, hunting has had far-reaching consequences for key aspects of human social, psychological, and cultural life† (MacHalek, 2010). Hunters have for years voiced their opinions to the public on the benefits of hunting. Hunters believe if hunting is banned, herds will over populate and there will be more animals dying of starvation, disease and more people could become involved in an accident with wildlife because of over population. Over population can lead to destruction of crops, the spread of disease, and more people acquiring injures or death in automobile accidents. Here is a picture of what happens when deer wonder out into traffic in search of food or water because there ecosystem can no longer sustain the overcrowding. For every deer that leaves an ecosystem there are two more to take its place. When food is plentiful deer will stay in one square mile. Deer prefer to stay near to where they were born and raised, in the area they know best. When deer refuse to leave their ecosystem or move to another range that has plenty of food, this leads to starvation of animals. Hunting has its educational benefit to the hunter by learning and watching and keeping track of wildlife breeding and migration patterns. â€Å"Therefore, the hunter will not only benefit by his knowledge within his hunt but also an understanding of what animals to harvest when hunting. Sick or deformed animals often give the hunter a sense of sympathy when hunting† (Reed, 2008). By understanding that these animals will probably not take long to die, they could spread the disease to other animals. Hunters help to keep track of where these animals travel and how many are sick. Hunters report these animals to the wildlife society to preserve the rest of the other herds. By addressing this problem at early stages hunters can help produce a healthier environment and aid in breeding a healthier and stronger wildlife. This will make wildlife less prone to starvation and disease. Hunting does not only benefit the hunter but it also benefits wildlife management, hunting is a good tool in wildlife management. President, Roosevelt was responsible for forming programs focused on helping to bring wildlife game back to a healthy level. Hunters benefit the economy in the way that, â€Å"Everyone benefits from the excise taxes that hunters voluntary pay on guns, ammunition and outdoors equipment. Since 1937, hunters have contributed over 4 billion dollars through the Pittman-Robertson Act for the benefit of all wildlife species† (NRA-ILA, 2004). This money is being used to buy up millions of land owned by the public in an effort to sustain wildlife in these areas. Through many other organizations that support wildlife management they have added another $ 300 million for wildlife conservation. â€Å"Hunting contributes over $30 billion to the economy each year, supporting over 1,000,000 jobs† (National Shooting Sports Foundation). Throughout the 50 states hunters and fishermen supply an annual income for the conservation agencies in that state. â€Å"Through license fees and excise taxes on arms and gear, sportsmen contribute $200 million per year for wildlife conservation,† (U. S. Fish Wildlife Service). Through the efforts of hunters and wildlife management the numbers of wildlife has risen, below is a chart that represents the numbers of wildlife species and how game species have recovered in the twentieth century. â€Å" Through legislative programs designed to channel funds back into the conservation process, hunters have restored population of deer, elk, antelope, turkeys and ducks to record numbers† (NRA-ILA, 2004). For years hunters have teamed up with organizations such as: Hunters Sharing the Harvest and Hunters for the Hungry to supply for people in need. One of the oldest hunting organizations, which are the most important to revenue sources named, Federal Aid in Wildlife Restoration of 1937 or the Pittman-Robertson Act. This organization is responsible for distributing more than $3. 8 billon to fish and wildlife agencies because it became a law. The members of organizations such as Ducks Unlimited, Rocky Mountain Elk Foundation, National Rifle Association, and hunters, are helping to finance a variety of game management programs. By hunters and organizations like the Wildlife Federation and others they have been the leaders in the way of promoting wildlife and land conservation. These organizations are working with communities to build a better understanding of how they can improve their local economy and how to establish a trust fund. â€Å"To establish an annual income the trust will purchase wildlife to be released in the conservancy, and the conservancy will later pay the trust for any increase in population over the original number of animals† (Burnett , 200). Hunting today has become a means of relaxation and experiencing one with nature. However, a survey conducted in 2006 by the U. S. Fish and Wildlife Service that the numbers of hunters are declining because fewer children and teens are learning how to hunt. Despite the demise of hunters because the era of about 12,000 years ago, hunting still has a great deal of significance in many human cultures. â€Å" In A View To a Death in the Morning (1993), Matt Cartmill traces the symbolism and imagery of the hunt from the hunting-gathering era, through the agrarian era, and into modern, industrial times. Cartmill Page 452 (MacHalek, 2010). In 2001 a group formed named , NWCP goal was to team up with National Wildlife Conservation, the goal of this organization is to set the course in the future of wildlife conservation. In setting the course these organizations works together with the President of the United States and congress to face the issues about wildlife conservation and hunting. â€Å"Thirty five hunting and conservation groups have joined NWCP. NRA is a member of the steering committee† (NRA-ILA, 2004). Hunting will be a subject that will be up for debate for years to come by many organizations. Animal activist believe that there is no place for hunting in the 20th, century. Hunters believe that without hunting wildlife will over populate and destroy valuable crops and have a devastating effect on their ecosystem. Over population will also lead to wildlife moving into urban neighborhoods and there will be more animal related accidents causing injuries and deaths to humans. Hunters are the leaders in wildlife and land conservation. Hunting is a vital tool for the preservation of all wildlife species and land conservation. Therefore â€Å"Knowing the history of hunting in the United States is important for understanding the diverse points of view surrounding this controversial subject† (Laney, 2008) . These views will probably will never see eye to eye,† If humans are, in fact, possessed of an evolved psychology that derives from a hunting-gathering past, it can not been determined if this evolved psychology and the contours of modernity are somehow reconcilable or rather, are fundamentally incommensurable† (MacHalek, 2010). References Burnett, H. S. (2001, November 12). Ideas Changing the World. Retrieved from http://www.ncpa. org/pub/ba377 Laney, D. (2008). Introduction to Hunting: Opposing Viewpoints. Retrieved from http://find. galegroup. com. ezproxy. apollolibrary. com/gps/infomark. do? contentSet=GSRCtype=retrievetabId=T001prodId=IPSdocId=EJ3010504101source=galesrcprod=OVRCuserGroupName=uphoenixversion=1. 0 Miller, D. A. (2009). Sport Hunting Should Be Banned. Retrieved from http://find galegroup. com ezproxy. apollolibrary. com/gps/infomark. do? contentSet=GSRCtype=retrievetabID=T001prodId=IPSdocId=EJ3010062287source=galesrcprod=OVRCuserGroupName=uphoenixversion=1. 0 NRA-ILA. (n. d. ). Hunting Facts. Retrieved from http://www. nraila. org/issues/factsheet/read. aspx? id=124 Reade, C. (2008, October 13). Sport Hunting Should Not Be Banned. Retrieved from http://ezinearticles. com/? Sport- Hunting-Should-Not-Be-Bannedid=1578067 MacHalek, Richard S. Hunting. Macmillan Encyclopedia of Death and Dying. Ed. Robert Kastenbaum. Vol. 1. New York: Macmillan Reference USA, 2002. 451-453. Gale Virtual Reference Library. Web. 10 Sept. 2010. Retrieved from http://go. galegroup. com/ps/i. do? id=GALE%7CCX3407200148v=2. 1u=apolloit=rp=GVRLsw=w Gale Document Number: GALE|CX3407200148.

Essay --

After Mulveys theory was published, during the 1980’s many feminists who began to look for the meaning of female spectatorship raised many debates about the male gaze. (Stacey,1994, p24) As Rosemary Betterton enquires, â€Å"what kinds of pleasure are offered to women spectators within the forms of representation†¦which have been mainly by men, for men?† (Betterton, 1985 p4). Similarly, David Rodowick stated, â€Å"Mulvey discusses the male star as an object of look but denies him the function of an erotic object† and asks â€Å"So where is the place of the feminine subject in this scenario?† (Rodowick, 1982 p8) Many feminist film theories have attempted to study Mulveys theory further. One way would be to look at the way film text produces different gendered spectator positions which goes against Mulveys and masculine models of spectatorship (Stacey 1994, p 25). On the other hand accepting the masculinisation of the female spectator but arguing that due to sexual difference the spectator therefore will get different visual pleasures from the text. I will look at three main theorists who argue against the Mulvey male gaze theory of the 1970’s. Firstly, Raymond Bellours work, as written in ‘Psychosis, neurosis, perversion’, from Camera Obscura, has taken a physiological understanding of sexual difference in Hollywood cinema claiming a space for female desire. (Stacey,1994, p24) By investigating the dialogue of Hitchcock films, Bellour discovered an analysis of the way the gaze is created. Bellour stated â€Å"The mechanisms for eliminating the threat of sexual difference represented by the figure of a woman, are built into the apparatus of the cinema† (Bellour, 1979, p97) Although, his version is a very pessimistic ideology for the female desire, Bell... ...tic pleasure.† (Stacey 1994 p29) The female spectator therefore â€Å"takes on a specific meaning in cultures where women are so constituently defined as both subject and object of the gaze. Thus’ wanting to be liked does not necessarily exclude an erotic component.(Stacey 1992, p30) Therefore, unlike Mulveys theory that all women are put in the masochists position in order to enjoy films where the woman is objectified, she states that there is potential homo-eroticism for all female spectators, whilst identifying with the â€Å"woman-as-spectacle† at the same time.(Stacey 1994 p 29) Using the theories I have discussed regarding feminist film theories , I will apply it to two of the most commercially popular Hollywood Romantic comedies, Pretty Woman and Bridesmaids. Since they both fall under this genre, I will be able to apply these theories and compare them accordingly.

The Twilight Saga 4: Breaking Dawn 4. GESTURE

The wedding flowed into the reception party smoothly – proof of Alice's flawless planning. It was just twilight over the river; the ceremony had lasted exactly the right amount of time, allowing the sun to set behind the trees. The lights in the trees glimmered as Edward led me through the glass back doors, making the white flowers glow. There were another ten thousand flowers out here, serving as a fragrant, airy tent over the dance floor set up on the grass under two of the ancient cedars. Things slowed down, relaxed as the mellow August evening surrounded us. The little crowd spread out under the soft shine of the twinkle lights, and we were greeted again by the friends we'd just embraced. There was time to talk now, to laugh. â€Å"Congrats, guys,† Seth Clearwater told us, ducking his head under the edge of a flower garland. His mother, Sue, was tight by his side, eyeing the guests with wary intensity. Her face was thin and fierce, an expression that was accented by her short, severe hairstyle; it was as short as her daughter Leah's – I wondered if she'd cut it the same way in a show of solidarity. Billy Black, on Seth's other side, was not as tense as Sue. When I looked at Jacob's father, I always felt like I was seeing two people rather than just one. There was the old man in the wheelchair with the lined face and the white smile that everyone else saw. And then there was the direct descendant of a long line of powerful, magical chieftains, cloaked in the authority he'd been born with. Though the magic had – in the absence of a catalyst – skipped his generation, Billy was still a part of the power and the legend. It flowed straight through him. It flowed to his son, the heir to the magic, who had turned his back on it. That left Sam Uley to act as the chief of legends and magic now___ Billy seemed oddly at ease considering the company and the event – his black eyes sparkled like he'd just gotten some good news. I was impressed by his composure. This wedding must have seemed a very bad thing, the worst thing that could happen to his best friend's daughter, in Billy's eyes. I knew it wasn't easy for him to restrain his feelings, considering the challenge this event foreshadowed to the ancient treaty between the Cullens and the Quileutes – the treaty that prohibited the Cullens from ever creating another vampire. The wolves knew a breach was coming, but the Cullens had no idea how they would react. Before the alliance, it would have meant an immediate attack. A war. But now that they knew each other better, would there be forgiveness instead? As if in response to that thought, Seth leaned toward Edward, arms extended. Edward returned the hug with his free arm. I saw Sue shudder delicately. â€Å"It's good to see things work out for you, man,† Seth said. â€Å"I'm happy for you.† â€Å"Thank you, Seth. That means a lot to me.† Edward pulled away from Seth and looked at Sue and Billy. â€Å"Thank you, as well. For letting Seth come. For supporting Bella today.† â€Å"You're welcome,† Billy said in his deep, gravelly voice, and I was surprised at the optimism in his tone. Perhaps a stronger truce was on the horizon. A bit of a line was forming, so Seth waved goodbye and wheeled Billy toward the food. Sue kept one hand on each of them. Angela and Ben were the next to claim us, followed by Angela's parents and then Mike and Jessica – who were, to my surprise, holding hands. I hadn't heard that they were together again. That was nice. Behind my human friends were my new cousins-in-law, the Denali vampire clan. I realized I was holding my breath as the vampire in front – Tanya, I assumed from the strawberry tint in her blond curls – reached out to embrace Edward. Next to her, three other vampires with golden eyes stared at me with open curiosity. One woman had long, pale blond hair, straight as corn silk. The other woman and the man beside her were both black-haired, with a hint of an olive tone to their chalky complexions. And they were all four so beautiful that it made my stomach hurt. Tanya was still holding Edward. â€Å"Ah, Edward,† she said. â€Å"I've missed you.† Edward chuckled and deftly maneuvered out of the hug, placing his hand lightly on her shoulder and stepping back, as if to get a better look at her. â€Å"It's been too long, Tanya. You look well.† â€Å"So do you.† â€Å"Let me introduce you to my wife.† It was the first time Edward had said that word since it was officially true; he seemed like he would explode with satisfaction saying it now. The Denalis all laughed lightly in response. â€Å"Tanya, this is my Bella.† Tanya was every bit as lovely as my worst nightmares had predicted. She eyed me with a look that was much more speculative than it was resigned, and then reached out to take my hand. â€Å"Welcome to the family, Bella.† She smiled, a little rueful. â€Å"We consider ourselves Carlisle's extended family, and I am sorry about the, er, recent incident when we did not behave as such. We should have met you sooner. Can you forgive us?† â€Å"Of course,† I said breathlessly. â€Å"It's so nice to meet you.† â€Å"The Cullens are all evened up in numbers now. Perhaps it will be our turn next, eh, Kate?† She grinned at the blonde. â€Å"Keep the dream alive,† Kate said with a roll of her golden eyes. She took my hand from Tanya's and squeezed it gently. â€Å"Welcome, Bella.† The dark-haired woman put her hand on top of Kate's. â€Å"I'm Carmen, this is Eleazar. We're all so very pleased to finally meet you.† â€Å"M-me, too,† I stuttered. Tanya glanced at the people waiting behind her – Charlie's deputy, Mark, and his wife. Their eyes were huge as they took in the Denali clan. â€Å"We'll get to know each other later. We'll have eons of time for that!† Tanya laughed as she and her family moved on. All the standard traditions were kept. I was blinded by flashbulbs as we held the knife over a spectacular cake – too grand, I thought, for our relatively intimate group of friends and family. We took turns shoving cake in each other's faces; Edward manfully swallowed his portion as I watched in disbelief. I threw my bouquet with atypical skill, right into Angela's surprised hands. Emmett and Jasper howled with laughter at my blush while Edward removed my borrowed garter – which I'd shimmied down nearly to my ankle – verycarefully with his teeth. With a quick wink at me, he shot it straight into Mike Newton's face. And when the music started, Edward pulled me into his arms for the customary first dance; I went willingly, despite my fear of dancing – especially dancing in front of an audience – just happy to have him holding me. He did all the work, and I twirled effortlessly under the glow of a canopy of lights and the bright flashes from the cameras. â€Å"Enjoying the party, Mrs. Cullen?† he whispered in my ear. I laughed. â€Å"That will take a while to get used to.† â€Å"We have a while,† he reminded me, his voice exultant, and he leaned down to kiss me while we danced. Cameras clicked feverishly. The music changed, and Charlie tapped on Edward's shoulder. It wasn't nearly as easy to dance with Charlie. He was no better at it than I was, so we moved safely from side to side in a tiny square formation. Edward and Esme spun around us like Fred Astaire and Ginger Rogers. â€Å"I'm going to miss you at home, Bella. I'm already lonely.† I spoke through a tight throat, trying to make a joke of it. â€Å"I feel just horrible, leaving you to cook for yourself – it's practically criminal negligence. You could arrest me.† He grinned. â€Å"I suppose I'll survive the food. Just call me whenever you can.† â€Å"I promise.† It seemed like I danced with everyone. It was good to see all my old friends, but I really wanted to be with Edward more than anything else. I was happy when he finally cut in, just half a minute after a new dance started. â€Å"Still not that fond of Mike, eh?† I commented as Edward whirled me away from him. â€Å"Not when I have to listen to his thoughts. He's lucky I didn't kick him out. Or worse.† â€Å"Yeah, right.† â€Å"Have you had a chance to look at yourself?† â€Å"Urn. No, I guess not. Why?† â€Å"Then I suppose you don't realize how utterly, heart-breakingly beautiful you are tonight. I'm not surprised Mike's having difficulty with improper thoughts about a married woman. I am disappointed that Alice didn't make sure you were forced to look in a mirror.† â€Å"You are very biased, you know.† He sighed and then paused and turned me around to face the house. The wall of glass reflected the party back like a long mirror. Edward pointed to the couple in the mirror directly across from us. â€Å"Biased, am I?† I caught just a glimpse of Edward's reflection – a perfect duplicate of his perfect face – with a dark-haired beauty at his side. Her skin was cream and roses, her eyes were huge with excitement and framed with thick lashes. The narrow sheath of the shimmering white dress flared out subtly at the train almost like an inverted calla lily, cut so skillfully that her body looked elegant and graceful – while it was motionless, at least. Before I could blink and make the beauty turn back into me, Edward suddenly stiffened and turned automatically in the other direction, as if someone had called his name. â€Å"Oh!† he said. His brow furrowed for an instant and then smoothed out just as quickly. Suddenly, he was smiling a brilliant smile. â€Å"What is it?† I asked. â€Å"A surprise wedding gift.† â€Å"Huh?† He didn't answer; he just started dancing again, spinning me the opposite way we'd been headed before, away from the lights and then into the deep swath of night that ringed the luminous dance floor. He didn't pause until we reached the dark side of one of the huge cedars. Then Edward looked straight into the blackest shadow. â€Å"Thank you,† Edward said to the darkness. â€Å"This is very†¦ kind of you.† â€Å"Kind is my middle name,† a husky familiar voice answered from the black night. â€Å"Can i cut in?† My hand flew up to my throat, and if Edward hadn't been holding me I would have collapsed. â€Å"Jacob!† I choked as soon as I could breathe. â€Å"Jacob!† â€Å"Hey there, Bells.† I stumbled toward the sound of his voice. Edward kept his grip under my elbow until another set of strong hands caught me in the darkness. The heat from Jacob's skin burned right through the thin satin dress as he pulled me close. He made no effort to dance; he just hugged me while I buried my face in his chest. He leaned down to press his cheek to the top of my head. â€Å"Rosalie won't forgive me if she doesn't get her official turn on the dance floor,† Edward murmured, and I knew he was leaving us, giving me a gift of his own – this moment with Jacob. â€Å"Oh, Jacob.† I was crying now; I couldn't get the words out clearly. â€Å"Thank you.† â€Å"Stop blubbering,Bella. You'll ruin your dress. It's just me.† â€Å"Just? Oh, Jake! Everything is perfect now.† Hesnorted. â€Å"Yeah – the party can start. The best man finally made it.† â€Å"Now everyone I love is here.† I felthis lips brush my hair. â€Å"SorryI'm late, honey.† â€Å"I'm just so happy you came!† â€Å"That was the idea.† I glanced toward the guests, but I couldn't see through the dancers to the spot where I'd last seen Jacob's father. I didn't know if he'd stayed. â€Å"DoesBilly know you're here?† As soon as I asked, I knew that he must have – it was the only way to explain his uplifted expression before. â€Å"I'm sure Sam's told him. I'll go see him when†¦ when the party's over.† â€Å"He'll beso glad you're home.† Jacob pulled back a little bit and straightened up.He left one hand on the small of my back and grabbed my right hand with the other. He cradled our hands to his chest; I could feel his heart beat under my palm, and I guessed that he hadn't placed my hand there accidentally. â€Å"I don't know if I get more than just this one dance,† he said, and he began pulling me around in a slow circle that didn't match the tempo of the music coming from behind us. â€Å"I'd better make the best of it.† We moved to the rhythm of his heart under my hand. â€Å"I'm glad Icame,† Jacob said quietly after a moment. â€Å"I didn't think I would be. But it's good to see you†¦ one more time. Not as sad as I'd thought it would be.† â€Å"I don't want you to feel sad.† â€Å"I know that. And I didn't come tonight to make you feel guilty.† â€Å"No – it makes me very happy that you came. It's the best gift you could have given me.† He laughed. â€Å"That's good, because I didn't have time to stop for a real present.† My eyes were adjusting, and I could see his face now, higher up than I expected. Was it possible that he was still growing? He had to be closer to seven feet than to six. It was a relief to see his familiar features again after all this time – his deep-set eyes shadowed under his shaggy black brows, his high cheekbones, his full lips stretched over his bright teeth in the sarcastic smile that matched his tone. His eyes were tight around the edges – careful; I could see that he was being very careful tonight. He was doing all he could to make me happy, to not slip and show how much this cost him. I'd never done anything good enough to deserve a friend like Jacob. â€Å"When did you decide to come back?† â€Å"Consciously or subconsciously?† He took a deep breath before he answered his own question. â€Å"I don't really know. I guess I've been wandering back this direction for a while, and maybe it's because I was headed here. But it wasn't until this morning that I really started running. I didn't know if I could make it.† He laughed. â€Å"You wouldn't believe how weird this feels – walking around on two legs again. And clothes! And then it's more bizarre because it feels weird. I didn't expect that. I'm out of practice with the whole human thing.† We revolved steadily. â€Å"It would have been a shame to miss seeing you like this, though. That's worth the trip right there. You look unbelievable, Bella. So beautiful.† â€Å"Alice invested a lot of time in me today. The dark helps, too.† â€Å"It's not so dark for me, you know.† â€Å"Right.† Werewolf senses. It was easy to forget all the things he could do, he seemed so human. Especially right now. â€Å"You cut your hair,† I noted. â€Å"Yeah. Easier, you know. Thought I'd better take advantage of the hands.† â€Å"It looks good,† I lied. He snorted. â€Å"Right. I did it myself, with rusty kitchen shears.† He grinned widely for a moment, and then his smile faded. His expression turned serious. â€Å"Are you happy, Bella?† â€Å"Yes.† â€Å"Okay.† I felt his shoulders shrug. â€Å"That's the main thing, I guess.† â€Å"How are you, Jacob? Really?† â€Å"I'm fine, Bella, really. You don't need to worry about me anymore. You can stop bugging Seth.† â€Å"I'm not just bugging him because of you. I like Seth.† â€Å"He's a good kid. Better company than some. I tell you, if I could get rid of the voices in my head, being a wolf would be about perfect.† I laughed at the way it sounded. â€Å"Yeah, I can't get mine to shut up, either.† â€Å"In your case, that would mean you're insane. Of course, I already knew that you were insane,† he teased. â€Å"Thanks.† â€Å"Insanity is probably easier than sharing a pack mind. Crazy people's voices don't send babysitters to watch them.† â€Å"Huh?† â€Å"Sam's out there. And some of the others. Just in case, you know.† â€Å"In case of what?† â€Å"In case I can't keep it together, something like that. In case I decide to trash the party.† He flashed a quick smile at what was probably an appealing thought to him. â€Å"But I'm not here to ruin your wedding, Bella. I'm here to .. .† He trailed off. â€Å"To make it perfect.† â€Å"That's a tall order.† â€Å"Good thing you're so tall.† He groaned at my bad joke and then sighed. â€Å"I'm just here to be your friend. Your best friend, one last time.† â€Å"Sam should give you more credit.† â€Å"Well, maybe I'm being oversensitive. Maybe they'd be here anyway, to keep an eye on Seth. There are a lot of vampires here. Seth doesn't take that as seriously as he should.† â€Å"Seth knows that he's not in any danger. He understands the Cullens better than Sam does.† â€Å"Sure, sure,† Jacob said, making peace before it could turn into a fight. It was strange to have him being the diplomat. â€Å"Sorry about those voices,† I said. â€Å"Wish I could make it better.† In so many ways. â€Å"It's not that bad. I'm just whining a little.† â€Å"You're†¦ happy?† â€Å"Close enough. But enough about me. You're the star today.† He chuckled. â€Å"I bet you're just loving that. Center of attention.† â€Å"Yeah. Can't get enough attention.† He laughed and then stared over my head. With pursed lips, he studied the shimmering glow of the reception party, the graceful whirl of the dancers, the fluttering petals falling from the garlands; I looked with him. It all seemed very distant from this black, quiet space. Almost like watching the white flurries swirling inside a snow globe. â€Å"I'll give them this much,† he said. â€Å"They know how to throw a party.† â€Å"Alice is an unstoppable force of nature.† He sighed. â€Å"Song's over. Do you think 1 get another one? Or is that asking too much?† I tightened my hand around his. â€Å"You can have as many dances as you want.† He laughed. â€Å"That would be interesting. I think I'd better stick with two, though. Don't want to start talk.† We turned in another circle. â€Å"You'd think I'd be used to telling you goodbye by now,† he murmured. I tried to swallow the lump in my throat, but I couldn't force it down. Jacob looked at me and frowned. He wiped his fingers across my cheek, catching the tears there. â€Å"You're not supposed to be the one crying, Bella.† â€Å"Everyone cries at weddings,† I said thickly. â€Å"This is what you want, right?† â€Å"Right.† â€Å"Then smile.† I tried. He laughed at my grimace. Tm going to try to remember you like this. Pretend that†¦Ã¢â‚¬  â€Å"That what?That I died?† He clenched his teeth. He was struggling with himself – with his decision to make his presence here a gift and not a judgment. I could guess what he wanted to say. â€Å"No,† he finally answered. â€Å"But I'll see you this way in my head. Pink cheeks. Heartbeat. Two left feet. All of that.† I deliberately stomped on his foot as hard as I could. He smiled. â€Å"That's my girl.† He started to say something else and then snapped his mouth closed. Struggling again, teeth gritted against the words he didn't want to say. My relationship with Jacob used to be so easy. Natural as breathing. But since Edward had come back into my life, it was a constant strain. Because – in Jacob's eyes – by choosing Edward, I was choosing a fate that was worse than death, or at least equivalent to it. â€Å"What is it, Jake? Just tell me. You can tell me anything.† â€Å"I – I†¦ I don't have anything to tell you.† â€Å"Oh please. Spit it out.† â€Å"It's true.It's not†¦ it's – it's a question. It's something I want you to tell me† â€Å"Ask me.† He struggled for another minute and then exhaled. â€Å"I shouldn't. It doesn't matter. I'm just morbidly curious.† Because I knew him so well, I understood. â€Å"It's not tonight, Jacob,† I whispered. Jacob was even more obsessed with my humanity than Edward. He treasured every one of my heartbeats, knowing that they were numbered. â€Å"Oh,† he said, trying to smother his relief. â€Å"Oh.† A new song started playing, but he didn't notice the change this time. â€Å"When?† he whispered. â€Å"I don't know for sure. A week or two, maybe.† His voice changed, took on a defensive, mocking edge. â€Å"What's the holdup?† â€Å"I just didn't want to spend my honeymoon writhing in pain.† â€Å"You'd rather spend it how? Playing checkers? Ha ha.† â€Å"Very funny.† â€Å"Kidding, Bells. But, honestly, I don't see the point. You can't have a real honeymoon with your vampire, so why go through the motions? Call a spade a spade. This isn't the first time you've put this off. That's a good thing, though,† he said, suddenly earnest. â€Å"Don't be embarrassed about it.† â€Å"I'm not putting anything off,† I snapped. â€Å"And yes I can have a real honeymoon! I can do anything I want! Butt out!† He stopped our slow circling abruptly. For a moment, I wondered if he'd finally noticed the music change, and I scrambled in my head for a way to patch up our little tiff before he said goodbye to me. We shouldn't part on this note. And then his eyes bulged wide with a strange kind of confused horror. â€Å"What?† he gasped. â€Å"What did you say?† â€Å"About what†¦ ? Jake? What's wrong?† â€Å"What do you mean? Have a real honeymoon? While you're still human? Are you kidding? That's a sick joke, Bella!† I glared at him. â€Å"I said butt out, Jake. This is so not your business. I shouldn't have†¦ we shouldn't even be talking about this. It's private – â€Å" His enormous hands gripped the tops of my arms, wrapping all the way around, fingers overlapping. â€Å"Ow, Jake! Let go!† He shook me. â€Å"Bella! Have you lost your mind? You can't be that stupid! Tell me you're joking!† He shook me again. His hands, tight as tourniquets, were quivering, sending vibrations deep into my bones. â€Å"Jake – stop!† The darkness was suddenly very crowded. â€Å"Take your hands off her!† Edward's voice was cold as ice, sharp as razors. Behind Jacob, there was a low snarl from the black night, and then another, overlapping the first. â€Å"Jake, bro, back away,† I heard Seth Clearwater urge. â€Å"You're losing it.† Jacob seemed frozen as he was, his horrified eyes wide and staring. â€Å"You'll hurt her,† Seth whispered. â€Å"Let her go.† â€Å"Now!† Edward snarled. Jacob's hands dropped to his sides, and the sudden gush of blood through my waiting veins was almost painful. Before I could register more than that, cold hands replaced the hot ones, and the air was suddenly whooshing past me. I blinked, and I was on my feet a half dozen feet away from where I'd been standing. Edward was tensed in front of me. There were two enormous wolves braced between him and Jacob, but they did not seem aggressive to me. More like they were trying to prevent the fight. And Seth – gangly, fifteen-year-old Seth – had his long arms around Jacob's shaking body, and he was tugging him away. If Jacob phased with Seth so close†¦ â€Å"C'mon, Jake. Let's go.† â€Å"I'll kill you,† Jacob said, his voice so choked with rage that it was low as a whisper. His eyes, focused on Edward, burned with fury. â€Å"I'll kill you myself! I'll do it now!† He shuddered convulsively. The biggest wolf, the black one, growled sharply. â€Å"Seth, get out of the way,† Edward hissed. Seth tugged on Jacob again. Jacob was so bewildered with rage that Seth was able to yank him a few feet farther back. â€Å"Don't do it, Jake. Walk away. C'mon.† Sam – the bigger wolf, the black one – joined Seth then. He put his massive head against Jacob's chest and shoved. The three of them – Seth towing, Jake trembling, Sam pushing – disappeared swiftly into the darkness. The other wolf stared after them. I wasn't sure, in the weak light, about the color of his fur – chocolate brown, maybe? Was it Quil, then? Tm sorry,† I whispered to the wolf. â€Å"It'sall right now,Bella,† Edward murmured. The wolf looked at Edward. His gaze was not friendly. Edward gave him one cold nod.The wolf huffed and then turned to follow the others, vanishing as they had. â€Å"All right,† Edward said to himself, and then he looked at me. â€Å"Let's get back.† â€Å"But Jake – â€Å" â€Å"Sam has him in hand. He's gone.† â€Å"Edward, I'm so sorry. Iwas stupid – â€Å" â€Å"You did nothing wrong – â€Å" â€Å"I have such a big mouth! Why would I†¦ I shouldn't have let him get to me like that. What was I thinking?† â€Å"Don't worry.† He touched my face. â€Å"We need to get back to the reception before someone notices our absence.† I shook my head, trying to reorient myself. Before someone noticed? Had anyone missed that? Then, as I thought about it, I realized the confrontation that had seemed so catastrophic to me had, in reality, been very quiet and short here in the shadows. â€Å"Give me two seconds,† I pleaded. My insides were chaotic with panic and grief, but that didn't matter – only the outside mattered right now. Putting on a good show was something I knew I had to master. â€Å"My dress?† â€Å"You look fine. Not a hair out of place.† I took two deep breaths. â€Å"Okay. Let's go.† He put his arms around me and led me back to the light. When we passed under the twinkle lights, he spun me gently onto the dance floor. We melted in with the other dancers as if our dance had never been interrupted. I glanced around at the guests, butno one seemed shocked or frightened. Only the very palest faces there showed any signs of stress, and they hid it well. Jasper and Emmett were on the edge of the floor, close together, and I guessed that they had been nearby during the confrontation. â€Å"Are you – â€Å" Tm fine,† I promised. â€Å"I can't believe I did that. What's wrong with me?† â€Å"Nothing is wrong with you† I'd been so glad to see Jacob here. I knew the sacrifice it had taken him. And then I'd ruined it, turned his gift into a disaster. I should be quarantined. But my idiocy would not ruin anything else tonight. I would put this away, shove it in a drawer and lock it up to deal with later. There would be plenty of time to flagellate myself for this, and nothing I could do now would help. â€Å"It's over,† I said. â€Å"Let's not think of it again tonight.† I expected a quick agreement from Edward, but he was silent. â€Å"Edward?† He closed his eyes and touched his forehead to mine. â€Å"Jacob is right,† he whispered. â€Å"What am I thinking?† â€Å"He is not.† I tried to keep my face smooth for the watching crowd of friends. â€Å"Jacob is way too prejudiced to see anything clearly.† He mumbled something low that sounded almost like â€Å"should let him kill me for even thinking †¦Ã¢â‚¬  â€Å"Stop it,† I said fiercely. I grabbed his face in my hands and waited until he opened his eyes. â€Å"You and me. That's the only thing that matters. The only thing you're allowed to think about now. Do you hear me?† â€Å"Yes,† he sighed. â€Å"Forget Jacob came.† I could do that. I would 60 that. â€Å"For me. Promise that you'll let this go.† He stared into my eyes for a moment before answering. â€Å"I promise.† â€Å"Thank you. Edward, I'm not afraid.† â€Å"I am,† he whispered. â€Å"Don't be.† I took deep breath and smiled. â€Å"By the way, I love you.† He smiled just a little in return. â€Å"That's why we're here.† â€Å"You're monopolizing the bride,† Emmett said, coming up behind Edward's shoulder. â€Å"Let me dance with my little sister. This could be my last chance to make her blush.† He laughed loudly, as unaffected as he usually was by any serious atmosphere. It turned out there were actually lots of people I hadn't danced with yet, and that gave me a chance to truly compose and resolve myself. When Edward claimed me again, I found that the Jacob-drawer was shut nice and tight. As he wrapped his arms around me, I was able to unearth my earlier sense of joy, my certainty that everything in my life was in the right place tonight. I smiled and laid my head against his chest. His arms tightened. â€Å"I could get used to this,† I said. â€Å"Don't tell me you've gotten over your dancing issues?† â€Å"Dancing isn't so bad – with you. But I was thinking more of this,† – and I pressed myself to him even tighter – â€Å"of never having to let you go.† â€Å"Never,† he promised, and he leaned down to kiss me. It was a serious kind of kiss – intense, slow but building†¦. I'd pretty much forgotten where I was when I heard Alice call, â€Å"Bella! It's time!† I felt a brief flicker of irritation with my new sister for the interruption. Edward ignored her; his lips were hard against mine, more urgent than before. My heart broke into a sprint and my palms were slick against his marble neck. â€Å"Do you want to miss your plane?† Alice demanded, right next to me now. â€Å"I'm sure you'll have a lovely honeymoon camped out in the airport waiting for another flight.† Edward turned his face slightly to murmur, â€Å"Go away, Alice,† and then pressed his lips to mine again. â€Å"Bella, do you want to wear that dress on the airplane?† she demanded. I wasn't really paying much attention. At the moment, I simply didn't care. Alice growled quietly. â€Å"I'll tell her where you're taking her, Edward. So help me, I will.† He froze. Then he lifted his face from mine and glared at his favorite sister. â€Å"You're awfully small to be so hugelyirritating.† â€Å"I didn't pick out the perfect going-away dress to have it wasted,† she snapped back, taking my hand. â€Å"Come with me, Bella.† I tugged against her hold, stretching up on my toes to kiss him one more time. She jerked my arm impatiently, hauling me away from him. There were a few chuckles from the watching guests. I gave up then and let her lead me into the empty house. She looked annoyed. â€Å"Sorry, Alice,† I apologized. â€Å"I don't blame you, Bella.† She sighed. â€Å"You don't seem to be able help yourself.† I giggled at her martyred expression, and she scowled. â€Å"Thank you, Alice. It was the most beautiful wedding anyone ever had,† I told her earnestly. â€Å"Everything was exactly right. You're the best, smartest, most talented sister in the whole world.† That thawed her out; she smiled a huge smile. â€Å"I'm glad you liked it.† Renee and Esme were waiting upstairs. The three of them quickly had me out of my dress and into Alice's deep blue going-away ensemble. I was grateful when someone pulled the pins out of my hair and let it fall loose down my back, wavy from the braids, saving me from a hairpin headache later. My mother's tears streamed without a break the entire time. â€Å"I'll call you when I know where I'm going,† I promised as I hugged her goodbye. I knew the honeymoon secret was probably driving her crazy; my mother hated secrets, unless she was in on them. â€Å"I'll tell you as soon as she's safely away,† Alice outdid me, smirking at my wounded expression. How unfair, for me to be the last to know. â€Å"You have to visit me and Phil very, very soon. It's your turn to go south – see the sun for once,† Renee said. â€Å"It didn't rain today,† I reminded her, avoiding her request â€Å"A miracle.† â€Å"Everything's ready,† Alice said. â€Å"Your suitcases are in the car – Jasper's bringing it around.† She pulled me back toward the stairs with Renee following, still halfway embracing me. â€Å"I love you, Mom,† I whispered as we descended. Tm so glad you have Phil. Take care of each other.† â€Å"I love you, too, Bella, honey.† â€Å"Goodbye, Mom. I love you,† I said again, my throat thick. Edward was waiting at the bottom of the stairs. I took his outstretched hand but leaned away, scanning the little crowd that was waiting to see us off. â€Å"Dad?† I asked, my eyes searching. â€Å"Over here,† Edward murmured. He pulled me through the guests; they made a pathway for us. We found Charlie leaning awkwardly against the wall behind everyone else, looking a little like he was hiding. The red rims around his eyes explained why. â€Å"Oh, Dad!† I hugged him around the waist, tears streaming again – I was crying so much tonight. He patted my back. â€Å"There, now. You don't want to miss your plane.† It was hard to talk about love with Charlie – we were so much alike, always reverting to trivial things to avoid embarrassing emotional displays. But this was no time for being self-conscious. â€Å"I love you forever, Dad,† I told him. â€Å"Don't forget that.† â€Å"You, too, Bells. Always have, always will.† I kissed his cheek at the same time that he kissed mine. â€Å"Call me,† he said. â€Å"Soon,† I promised, knowing this was all I could promise. Just a phone call. My father and my mother could not be allowed to see me again; I would be too different, and much, much too dangerous. â€Å"Go on, then,† he said gruffly. â€Å"Don't want to be late.† The guests made another aisle for us. Edward pulled me close to his side as we made our escape. â€Å"Are you ready?† he asked. â€Å"I am,† I said, and I knew that it was true. Everyone applauded when Edward kissed me on the doorstep. Then he rushed me to the car as the rice storm began. Most of it went wide, but someone, probably Emmett, threw with uncanny precision, and I caught a lot of the ricochets off Edward's back. The car was decorated with more flowers that trailed in streamers along its length, and long gossamer ribbons that were tied to a dozen shoes – designer shoes that looked brand-new – dangling behind the bumper. Edward shielded me from the rice while I climbed in, and then he was in and we were speeding away as I waved out the window and called â€Å"I love you† to the porch, where my families waved back. The last image I registered was one of my parents. Phil had both arms wrapped tenderly around Renee. She had one arm tight around his waist but had her free hand reached out to hold Charlie's. So many different kinds of love, harmonious in this one moment. It seemed a very hopeful picture to me. Edward squeezed my hand. â€Å"I love you,† he said. I leaned my head against his arm. ‘That's why we're here,† I quoted him. He kissed my hair. As we turned onto the black highway and Edward really hit the accelerator, I heard a noise over the purr of the engine, coming from the forest behind us. If I could hear it, then he certainly could. But he said nothing as the sound slowly faded in the distance. I said nothing, either. The piercing, heartbroken howling grew fainter and then disappeared entirely.

Nescafe and Social Media

and the Social Media by Tanya Senkovska 11114117 Stella Valcheva 11114120 Teodora Gocheva 11114125 1 CONTENTS Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 Theory Marketing Concepts †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Social Media †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 Social Media Marketing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 Nescafe The Brand †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Nescafe Marketing Analysis (theory implementation) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦9 Adv ertising †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12 Corporate Social Responsibility †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦13Nescafe and the Social Media Social Media tips and rules †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Nescafe`s Facebook Profile †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦15 Nescafe on Twitter †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Nescafe – Youtube Channel †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 Nescafe Ad Campaigns Around the World †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 18 Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 19 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦20 2 INTRODUCTION Aim of our project: The main purpose of our project is to define the social media impact on our product.We explore the principal concepts and and tools of successful marketing strategy, from market segmentation and product positiong to designing of distribution channels and communications strategy . To thrive in a highly competitive marketplace, companies must develop marketing plans that align them with their customers and differentiate them from their competitors. Without integrated and innovative strategies, corporate leaders will struggle to create value and generate growth. The reason for choosing NesCafe as a discussing brand is because of the wide range of activities in which the company is involved.Their huge campaigns, reflected in all kinds of social media, are an attempt to create a global brand positioning for Nescafe’s portfolio of coffee brands that explored how the catalytic nature of coffee made the world a more interesting and richer place. The opportunity of interacting among pople gives the customer a fresh insight about the competitive advantage and potential of the unique goods and services your organization offers. 3 THEORY Marketing concepts MARKETING ENVIRONMENT Every company operates under particular conditions that influence its ability to ser ve customers.The microenvironment consists of actors close to the company, such as suppliers, intermediaries – combining efforts to create value; competitors – trying to serve customers better; publics may have impact on firm`s performance; customers – the most important. The macroenvironment includes larger forces that affect the whole internal environment. Those are beyond the control of a single company and thus they shape the opportunities and threats for the business – demographic, political, economic, cultural, societal, technological.STP ANALYSIS The strategic marketing planning process flows from a mission and vision statement to the selection of target markets, and the formulation of specific marketing mix and positioning objective for each product or service the organization will offer. The marketing logic followed should present the organization as a value creation and delivery sequence, resulting in profitable customer relationship. In its fir st phase, choosing the value, the strategist â€Å"proceeds to segment the market, select the appropriate market target, and develop the offer's value positioning.The formula – segmentation, targeting, positioning (STP) -is the essence of strategic marketing. † (Kotler, 1994, p. 93). SEGMENTATION Market segmentation consists of the partition of the market to distinct groups with different needs and wants with the purpose of selecting one or more market segments which the organization can target through the development of specific marketing mixes that adapt to particular market needs. TARGETING From the determined market segments a company chooses a target market – group of customers that the business has decided to aim its marketing efforts at.It is the one for which the firm could create maximum customer value. POSITIONING Positioning of the product is determining the place it takes in consumers` minds. Efforts are put to differentiate the product from competit ors` products, so that it could be accepted as unique. 4 MARKETING MIX Thus the overall marketing strategy is outlined. The next step is to choose the most appropriate marketing mix – the 4Ps that will bring the company the best response to its wants.Product – the portfolio of goods-and-services the company offers to the target market Price – amount of money to be paid, adjusted to the current competitive and economic situation, in line with buyer`s perceptions of the product`s value. Place – all the activities that make the product available to target consumers, including intermediaries, distributors, sellers. Promotion – all the activities that present the unique characteristics of the product and persuade the customer to buy it. SWOT ANALYSIS The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations.SWOT is an acronym for Strengths, Weaknesses, Opportunities, Thr eats. SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and research SOCIAL MEDIA Social media are forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content.Andreas Kaplan and Michael Haenlein define social media as â€Å"a group of Internet-based applications that build on the ideological and technological foundations of Web 2. 0, and that allow the creation and exchange of user-generated content. Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create , discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities and individual.Classification By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme in their Business Horizons (2010) article, with six different types of social media: 5 ? ? ? ? ? ? collaborative projects (for example, Wikipedia), blogs and microblogs (for example, Twitter), content communities (for example, YouTube and DailyMotion), social networking sites (for example, Facebook), virtual game worlds (e. g. , World of Warcraft), and virtual social worlds (e. g. Second Life)Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing and voice over IP,to name a few. Social media in business There is an increasing trend towards using social media monitoring tools that allow marketers to search, track and analyse conversation on the web about their brand or about topics of interest. This can be useful in business management and campaign tracking, allowing the user to measure return on investment, competitor-auditing and general public engagement. There are valuable types of information that show the engagement needs of the social media audience.For instance, LinkedIn users are thought to care mostly about identity, reputation and relationships, whereas YouTube’s primary features are sharing, conversations, groups and reputation. Many companies build their own social containers that attempt to collect more concrete information for their brands. On the other hand social media containers such as Google+ or Facebook and also Twitter could provide a business with unbiased, realistic, honest opinions and attitudes, as they are not specially stated for marketing purposes, but for friends or just self-expression.Company faces significant challenges in dealing with viral negative s entiment directed at organizations or individuals on social media platforms, which may be a reaction to an announcement or event. [15] SOCIAL MEDIA MARKETING Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform fo r organizations to implement marketing campaigns. Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interactions. Social networking sites and blogs allow individual followers to â€Å"retweet† or â€Å"repost† comments made by the product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people.Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of loyalty i nto followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.Social networking sites also include a vast amount of information about what products and services prospective clients might be interested in – marketers detect buying signals, such as content shared by people and questions posted online. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns. In the context of the social web, engagement means that customers and stakeholders are participants rather than viewers. Social media in business allows anyone and everyone to express and share an opinion or an idea somewhere along the business’s path to market.Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing. NESCAFE HISTORY Nes cafe is a brand of instant coffee made by Nestle. It comes in many different product forms. The name is a portmanteau of the words â€Å"Nestle† and â€Å"cafe†. It was in 1930 that the Brazilian government first approached Nestle to find a way of making a quality cup of coffee simply by adding water, whilst retaining the coffee’s natural flavour. Sounds simple, right? Wrong.It took seven years of research to perfect. Yes, seven years of blood, sweat and tears went into the first cup of NESCAFE (not literally though). And so, in the spring of 1938, NESCAFE was first launched in Switzerland. The rest of the orld soon followed. 7 Understandably, the Second World War hindered NESCAFE’s progress. But all was not lost. In fact, the American forces played a key role in re-launching NESCAFE in Europe when it was included in their food rations. By the 1950s, coffee had become cool. And everywhere you went you wanted to find your favorite blend. So, NESCAFE fans g rew in abundance.NESCAFE continued working to perfect great tasting coffee and in 1965, introduced the first freeze-dried soluble offering – Gold Blend. And just a few years later, we invented a new technology to capture more aromas and flavors from every single coffee bean. Then in 1994, we created the ‘full aroma' process, making the unique quality and character of NESCAFE even more distinctive. Since then, NESCAFE has remained firmly at the forefront of sustainable coffee farming and product innovations worldwide. With the continual introduction of new blends, we aim to satisfy coffee lovers just like you.PORTFOLIO Nescafe`s products are divided into two main categories: Coffee Products and Coffee Machines. Each product is separately introduced by its own characteristics and each is distinguished by its purpose and most appropriate usage. Nescafe Classic – Rich and full flavored. Nescafe 3in1 – Sweet and Creamy. Nescafe Gold Blend – Smooth taste, rich aroma. Nescafe Green Blend – Roasted and unroasted coffee beans. Nescafe Cappuccino – Light and frothy. The full list of products is different for the each of the countries, in which they are offered, as suggested by Nescafe`s main global strategy – â€Å"think globally, act locally†.The Coffee Machines DOLCE GUSTO are new addition to the company`s portfolio. They have become popular and successful products ever since their introduction, mainly due to professional advertisement. 8 MISSION STATEMENT Nescafe is part of the giant Nestle, so it adopts the mission of the whole corporation, namely: â€Å"Good Food, Good Life† However Nescafe products play vital role due to its high performance in finance. The goal is to make Nescafe consumers` prefer choice throughout by giving them best experiences with new tastes of Nescafe products.To bring NESCAFE to people around the globe, providing a â€Å"1 NOW 1 NESCAFE† to satisfy every aspect of n eeds. General Objective: The objective is to be the leader in Nutrition, Health and Wellness, and the industry reference for financial performance, trusted by all stakeholders. COMPANY`S STRATEGY â€Å"We are seeking to achieve leadership and earn that trust by satisfying the expectations of consumers, whose daily choices drive our performance, of shareholders, of the communities in which we operate and of society as a whole.We believe that it is only possible to create long- term sustainable value for our shareholders if our behaviour, strategies and operations are also creating value for the communities where we operate, for our business partners and, of course, for our consumers. We call this â€Å"Creating Shared Value. † NESCAFE`S MARKETING Analysis Marketing Environment Microenvironment Nescafe helps and supports the agriculture/producers of coffee beans, thus creates close relationship with its suppliers. Uses various types of advertising, promotions, research tools, social media and websites to maintain relationship with its customers as well.One of the most successful are the games, which take place periodically all around the world. In order to please the public Nescafe encorporates a lot of social responsibility actions, environmental friendly practices and values highly the quality of its products. 9 There are also other brands that offer instant coffee, but at least in Europe Nescafe is far ahead its competitors. While in America it lags behind Maxwell House – the instant coffee of Kraft Foods. Macroenvironment The macroenvironment of Nescafe can not be generally determined as it is different in the different countries.However Nescafe successfully copes with this situation adopting the flexible strategy – â€Å"think globally, act locally†. STP ANALYSIS SEGMENTATION AND TARGET GROUPS Nescafe uses mainly age segmentation and targets mainly young people with very active lifestyle, who might need additional energy or who do not have time to prepare coffee. 1. Working Adults (Primary) 2. Students-University, Academy, High School (Secondary) 3. Senior Citizens (Third party) Geographical segmentation is also part of the Nescafe global strategy.They alter it according to geographical and cultural particularities of the region. Here are some other factors Nescafe uses to segment the market and target its customers more efficiently: Young adult cafe culture segment: They target this segment with their new latte range, along with the advertising, sales promotion and the competition to win the lounge seen in the advertisements. Upscale, quality driven, higher income consumers: Their Nescafe Gold range and exotic tastes such as Alta Rice are aimed towards such consumers, where the price and quality are higher than that of the general blends.Middle-class consumer (no age target): Nescafe targets such a large segment with their Blend 43, Mild Roast and Espresso products. The consumer gets an economical benefit , as well as a quality product. POSITIONING Most of the campaigns call on â€Å"wake up† or â€Å"wake up 5minutes earlier†, so it tries to occupy its customers` first thoughts in the morning. Another part of the campaign aiming at teenagers and the youth stresses on the â€Å"cool† appearance with a cup of Nescafe (for example the â€Å"unexpectedly good combination 3 in 1† ad in Bulgaria).The brand also wants its customers to think of Nescafe whenever they feel tired or with lower level of energy, e. g. at the end of the work day or after sports activities. In all the presentations of the brand the cup of coffee is shared by colleagues, friend, couples, so that it could be accepted as symbol of shared happiness. A lot of efforts are put in order to be accepted as healthy products of high quality. 10 MARKETING MIX Product – Nescafe is the world‘s leading brand of coffee. Its portfolio holds variety of Coffee Products, different for each targ et group.Promotion – Promotion is playing very important role in boosting up the product image and creating demand. Nescafe is heavily promoted and that Elements: Advertising, Personal Selling, Sales Promotion, Publicity. As one of the largest companies in the world, Nestle is able to launch extensive advertising campaigns around the world. Place –The company fucuses on placing its product at different markets. Available to all retailer stores, cafes, restaurants, now even vending machines. Price – it offers quality products at a reasonable price.It uses a premium pricing strategy to signal its quality and strong brand attributes. SWOT Strengths ? Broad geographic coverage ? Global leader in instant coffee ? World number one in other hot drinks ? Strong brand portfolio ? High levels of research and development expenditure ? Solid financial base ? Capacity to pass on costs Weaknesses ? Reliance on mass market ? Limited presence in tea ? Increasing bias towards lo w-margin products ? Bias towards caffeine-based products ? Negative ethical image Opportunities ? Strong growth forecast in Asia-Pacific ? The premium trend ?The health trend ? Ethical consumerism ? Cross-branding Threats ? Sluggish prospects in developed markets ? Coffee machine competition ? Rising costs ? Competition from beyond hot drinks 11 ADVERTISING Nescafe employs a â€Å"think globally, act locally† marketing strategy. According to Keegan and Green, â€Å"Nescafe Coffee is marketed as a global brand, even though advertising messages and product formulation vary to suit cultural differences† . Nescafe’s marketing campaign is global in the sense that the company uses the same symbols worldwide, such as the renowned coffee mug and Nescafe logo.However, Nescafe tailors its campaigns to suit diverse consumer attitudes and preferences. For example, marketing advertisements targeting different locations and regions often are different in terms of copy (messag e and language) and advertising appeal (rational vs. emotional). For the emotional appeals, Nescafe is trying to tug at the heartstrings of coffee drinkers. The emotional appeals are similar in that Nescafe wants to be a part of their consumer’s day. For the most part these advertisements do make sense when compared to the cultural factors of each specific country.In different countries the Company uses diverse methods for advertisement and appeal to customers. For example comparison between Germany, USA and Argentina was made according to which in Argentina the ad has an emotional appeal rather than rational; it seeks to associate drinking a Nescafe with having a pleasant day that coincides with your pleasurable coffee? drinking experience. As Germans place great emphasis on structure and routine, Nescafe’s placement of the product as being used during a specific moment during the day (the â€Å"break†) makes sense.Germans are typically busy people; therefore p ositioning the product as a respite from the hectic daily schedule is well done; even the simplicity of the ad adds to the feeling of tranquility and getting away from the rigors of every? day life. Nescafe is promoting the visual of the individual packet in order to appeal to the typical highly individualistic American, as in this package is made â€Å"just for you†. Geared towards people that are on? the? go, the ad appeals to the American that is constantly moving and views time as indispensable and finite.Nescafe is trying to reverse the notion that â€Å"you get what you pay for† by offering the same level of quality for a lower price. Despite these strategies implemented in different countries, there are some aspects that are not especially relevant and we have recommended some changes. Nescafe is seeking to convince consumers, especially young ones, to see instant coffee as a 100% natural product. To do this, Nestle shot the ad in Brazil – the country tha t in 1930 challenged it to develop coffee that could be made by just adding water. Nescafe instant coffee was invented in 1938.According to the company, the plan is to â€Å"reconnect consumers with the journey from the plant to jar† and focus on the origins of its coffee. When brands and their creative agencies agree, in full or in part, about the breadth of the cultural influence and the social value of music, they need to make a long-term commitment to developing a â€Å"music strategy†. Nescafe is a great example for this, because most of their advertisements include music. In this way they connect on an emotional level ,which is central to consumer engagement and music offers a multitude of paths to accomplish this. 2 CORPORATE SOCIAL RESPONSIBILITY The Nescafe Plan: Creating Shared Value â€Å"Responsibility Goes Beyond the Cup† Paul Bulcke, Neslte CEO states the ambition: â€Å"Nescafe gives its name to this global initiative, which creates value across the coffee supply chain, from farmers, to consumers, to us. † Nescafe works hardly on its image – a really responsible brand, caring of the future generations, believing in the benefits arising from sustainable development. It emphasizes on the Nescafe Plan, which is â€Å"a global initiative that supports responsible farming, production and consumption. To win customers` and shareholders` loyalty the brand takes some actions: ? ? ? ? NESCAFE works with partners to support farmers NESCAFE is working to reduce its impact on the environment. NESCAFE promotes environmental responsibility, creates shared value for the people whose lives they influence NESCAFE makes it personal and acts as promoter of preserving the environment: â€Å"how you can help to reduce your enviromental impact? † In addition Nescafe pays much attention on valuable concepts as â€Å"health† and â€Å"quality†, instead of relying on lower prices.Thus it completes the position of the products as environmentally friendly produced, with high nutrition characteristics and suitable for healthy lifestyle. Moreover its customers believe that they contribute to huge, positive, social impact – grounds for lasting, loyalty and close relationship. NESCAFE AND THE SOCIAL MEDIA SOCIAL MEDIA TIPS AND RULES Is social media important ? ? ? ? ? ? 1 billion people on facebook Social media has become the #1 activity on the web 53 % of people on twitter recommend products in their tweets 90 % of consumers trust peer recommendations Only 14 % trust ads 13 Facebook –a few key things ? ? ? ? ?Best social media platform to drive a purchasing action Not a medium to push business spam Use it to meet,build audience and brand Slow build before you invite the masses 90 % of those who â€Å"like your page will never return to it. Engagement ,not likes , is the key General tips to gain more attention to your page on Facebook ? ? ? ? ? Figure out what your expertise is and how that relates to your product Always treat it like a conversation Have an incentive to join, return and participate Try new things, new topics , new wording , new times A little bit of planning goes a long way Different ways to Build your following ? ? ? ? ? In person Contests Paid advertising Other social media networks Mutual benefit community Through existing members (engagement) Drive engagement –ask your audience simple questions to start a conversation and drive engagement –yes/no ;true or false ; select your favourite ;opinion . another way is through photos (relation to your product, branding without a hard sell , memes and quotes ) Things to limit that can negatively affect the image of your company ? ? ? ? ? Linking accounts Pushing out information Posting once a month/5 times a day Asking people to follow you just to increase your numbers Text heavy posts-keep it short,informative 4 NESCAFE`S FACEBOOK PROFILE Nescafe Bulgaria maintains very active Faceboo k page, with the impressive numbers: 6 417 020 likes & 73 634 talking about this. Globally there are a number of facebook pages divided geographically (for certain country) and for the different products or for different events and campaigns that Nescafe supports. Generally in each man can find: ? ? Basic information could be found on each of the profiles as well as more detailed for the specific one. Many of the profiles hold memorable phrases or mission statements. â€Å"To wake you up and fill you with energy for the upcoming challenges of every ay! † â€Å"We are combining pleasure and health benefits† ? A fan can also find Nescafe`s history along with some interesting facts about the brand. â€Å"The boom of instant coffee was during the World War II. Nescafe was very convenient form of coffee and inseparable part of soldiers` nutrition. Strangely this is the time when it becomes popular in Europe and later on globally. † ? ? Portfolio of Nescafe products U ploaded videos – mainly ads and funny animations, just to entertain the viewer The whole social media promotes it as THE FAVOURITE coffee/ soft drink/hot drink.The campaigns involve the concept of â€Å"shared happiness† showing Nescafe in the company of people who love each other – family, friends, couples. To engage fans` attention Nescafe organizes a lot of games, which are promoted through facebook. The â€Å"Coffee Cup 3in1† SMS game in Bulgaria was very successful in 2012 and from the social network people find out that the same will start again on the 22th of April 2013 too. Another recent one was â€Å"Inspiring moments†, it has already finished and there is post with photo of the winner and his award – an excursion to Austria.Nescafe uses Facebook to increase the Engagement as its posts are not simply informative, but in the form of questions or easy riddles. It seeks opinions and responses. Just a â€Å"like† is not enough, it wants people to talk about the products, to increase popularity and Word-ofMouth effect. For this purpose it offers variable opportunities: to create NesChristmas cards; NesWishes cards; to draw NesLucks. 15 Of course it publishes information for big events – the one Nescafe is sponsor of or significant for the brand itself. The last one is Nescafe`s 75th Birthday.It prompted Facebook fans to post wishes by special application. In addition it posted some photos of its promotion campaign in the center of Sofia, where they give to passers-by free cup of 3in1 coffee. The slogan was â€Å"75 years creating memorable moments†. In Bulgaria Nescafe is strong supporter of an innovative type of music – the beatbox. The company has organized annual beatbox championship with award: â€Å"The Best Beatboxer in Bulgaria†. The winner has the chance to take compete in the World Championship. Of course a Facebook page holds all the information such as ideos, interview s with participants, articles etc. As 3in1 is the most popular, easy to use and beloved by youngsters product, it has many profiles. More games and little competitions such as: fan of the month; inspiring moments, the award was a journey to Austria (picture with the winner posted). There fans can find out about the relationship with the biggest music festival in Bulgaria – Spirit of Burgas and how one can win free entrance tickets. As a whole Nescafe`s Facebook page promises successful further development. It is proof of consumer`s loyalty judging by all the posts and super-frequent fan`s activity.Nescafe includes all the recommendable points. It entertains the followers with many games as â€Å"Connect the Dots† or â€Å"How many red Nescafe cups can you find in the picture? † Urges likes by animating The Cup begging to become red or expressing hope that it will gain many birthday wishes. Very often it asks question like: â€Å"Which is you favorite†¦Ã¢â‚ ¬  or â€Å"Which of those do you prefer? † It is creating more personal relationship through opportunities to publish NesCards with wishes for friends or family and is constantly seeking for opinions and recommendations from its fans.NESCAFE ON TWITTER Although Twitter, especially in Bulgaria, is not so common used social media, it still has an impact on the customer. With around 7000 followers and 700 tweets, Nescafe official fan page provides the insights we get from the advertising. By using social media, producers interacts with customers better and can easily understand their needs and wants. It gives the opportunity both sides to be up-to-date with all new trends, changing every second.Short inquires towards users and questions, concerning the product give the users freedom to share their opinions, which leads to improving the qualities of Nescafe and better integrating to the marketing environment . By sending messages up to 140 letters Nescafe official page emphasiz es mainly on the good start of the day with a cup of coffee. Most of their posts are made in the morning and bring cheerful and optimistic upbeats. Funny comments or witty pictures consisting of key words such as „coffeeâ€Å" of well-known Nescafe logo are hidden marketing tricks, providing the customer with incentives to choose the exact product. 6 NESCAFE – YOUTUBE CHANNEL Currently, YouTube is visited by more than 15 million internet users per day and around 100 million videos are being viewed each day. These guerrilla marketing â€Å"live ads† would also be recorded and edited into YouTube videos, explaining the message of â€Å"life without compromise† and the connection to the convenience and great quality of NESCAFE products. The videos from all the â€Å"live ads† would be uploaded to the NESCAFE YouTube channel called â€Å"NESCAFE – life without compromise†.The YouTube channel would then be distributed and shared using soci al media, by NESCAFE and consumers. These videos will also be shared through NESCAFE’s Facebook page in order to leverage on the high volume of traffic it already experiences. You should keep in mind that Using YouTube as part of your business’s social media marketing strategy can assist you in getting the type of visitors that you want. YouTube users are generally better leads because they have generally already seen a video you have posted, and won’t click on your links unless they like what they see.In Youtube brands need to produce videos that offer true value to their intended audiences. This softer sell defines YouTube’s role in your marketing strategy. This soft sell comes in the form of the information or instruction you provide. Perhaps that’s a video newscast where you talk about industry news or technical developments; perhaps it’s a how-to video that shows people how to use your product to do something useful. In any case, viewer s watch the video because it provides valuable information; what they retain is a sense of your brand or company as a source of authority on the topic at hand.Research has shown that video marketing has become one of the most vital methods of marketing on the net and that it is starting to replace many other forms of marketing. Instead of using just any marketing tool, many marketers are now opting for using video as their preferred marketing tool. YouTube videos are often placed on content-aggregating sites and blogs related to the brand ; those pages use scripts to get the links to the newest videos on the YouTube and have them embedded automatically; getting included on some sites with high traffic can increase video views.YouTube referrals – surprisingly many people are spending hours watching random videos on that site 😉 if you will set proper tags to your video, they will get more traffic, and again: more traffic means more people will get to know the product! R ecommendation Youtube As Youtube’s influence is growing and the site’s capabilities can enhance the product performance ,it has to take major part in the Nescafe’s Advertising campaign in the social medias. It would be beneficial to post more often videos with customer’s opinion and news regarding future events –with interviews of the organisators etc.Another good strategy is to promote the Youtube channels more on their Facebook page so that more people will engage in commenting and if there is a poll ,for example , the company will receive more feedback on their future projects. More fun and interactive games or videos can be uploaded in order to gather more attention and inspire engagement . Good ideas for Nescafe will be to make an video contest . Try offering a reward for the contest online and advertise it everywhere you can. People will follow you and will fill out their information if it means they might win a contest. 17NESCAFE AD CAMPAIGM S AROUND THE WORLD Nescafe has vast amount of supporters through the social media (Facebook, Twitter,Youtube). It has the power and ability to create and expand its customers’ base and in this way promote the product to large number of people with little resources. There are different Facebook pages for the various countries and the way the product is presented in each has some variations depending on the cultural and economical differences between the various countries. There are many examples for campaigns launched or promoted via Social media and the result is astonishing.The probability that certain marketing campaign to be successful is greater if social media is involved, it makes the process for gathering information and receiving feedback easier and more convenient. The marketing power of Nescafe is great and it has achieved much more results thanks to its games, campaigns or quizzes that it has launched on the internet. There are many examples for the impact of socia l media on the marketing campaigns is evident. For example when a certain campaign going to take place , on Facebook or twitter Nescafe posts interesting photos or questions in order to capture the interest of its potential customers.It also relies on â€Å"word of mouth â€Å" ,hoping that when more people know about certain event they can spread the word ,leading to wide amount of people participating in the event. Another strategy Nescafe uses is to promote its new products via interesting or innovative ways. The secret to an entertaining social media campaign is to make the campaign relevant, have a character the target audience can relate with, and reduce brand fatigue by encouraging participation.One example is when Nescafe was searching for a cool way to reveal its newly designed coffee tin, so it came up with a creative Facebook campaign that traded beans for ‘likes. ‘ First, they took a picture of a glass container containing nothing but the new Nescafe tin. T hen they took the same photo after filling the container with coffee beans. They removed coffee beans and continued shooting until the tin was finally revealed. This sequence played out on Facebook based on the number of ‘likes' they received.Every time a Facebook user ‘liked' the page, more beans were removed. On their Bulgarian Facebook page , often in the morning there is inspirational quote so that the more of the users log in their Facebook accounts they will Receive the news in their news Feed and they can share or comment so in that way more users will see it. 18 CONCLUSION Social media possesses incredible influential power, and since the advent of the Internet it's evolved from a simple way for people to keep in touch into a massive global network connecting organizations, communities and people.Social media is the easiest, fastest and most explosive way to transmit and receive information! And best of all – absolutely anyone can take advantage of it. Act ive membership of the most frequented social network is now over one billion people, one out of every seven people on earth is on Facebook! With the global population still rapidly growing, it’s become abundantly clear that social media is no passing fad either. Its influence is remarkable. Small businesses and large corporations alike have tapped into this influence to reach new customers and generate real, honest communication.The best advice for every company is to embrace the ubiquity of social media and use its power to better yourself, your business, or cause. Relating to our finding about Nescafe’s global marketing strategy, the ways it is presented in the social media , it is evident that Nescafe is investing a lot of efforts and financial means to keep up with the changing consumer need and wants. It is irrevocable that with their ad campaigns in various media such as Facebook and Twitter more people will know about their new developments and their consumer ba se will widen in a much greater speed.Using different techniques and new interactive methods for gathering attention is good way to show their commitment and inspire engagement . Another good platform mentioned is Youtube, with its 800 million active users monthly the power of broadcasting is undeniable, which is used by Nescafe for sharing videos of previous ads ,posting interactive videos and acquiring vast amount of comments and recommendations from active their users. Another great techniques which is frequently used in Facebook pages is to promote every day the products’ by showing interesting facts, quotes that can gather attention via sharing or commenting by the users.The different analyses(Swot , Pest ) can prove the marketing power of Nescafe in the coffee industry also outline its potential competitors ,the focus areas where more attention should be paid and the strengths of its brand image. The strong brand image of Nescafe has been built through the years, undoub tedly it has wide consumer base thanks to its great variety of products, which can satisfy the need and wants of a large number of people, differing in age, profession, gender and country of origin.Marketing is changing rapidly due to rapid change in technology and Nescafe should strive to achieve greater power in the social media with applying new and innovative strategies to boost the company’s performance, financial state and image . 19 References: www. nestle. com www. nescafe. bg www. nescafe. com http://www. youtube. com/user/nescafe http://www. facebook. com/Nescafe. BG? fref=ts http://www. facebook. com/Nescafe3in1Bulgaria https://twitter. com/following http://mashable. com/category/social-media-marketing/ http://www. assignmentpoint. com/business/international-business/report-onnescafe. html 20

Fdi In The Indian Aviation Industry Tourism Essays

Fdi In The Indian Aviation Industry Tourism Essays Fdi In The Indian Aviation Industry Tourism Essay Fdi In The Indian Aviation Industry Tourism Essay The premier intent of this undertaking was to understand the direction schemes employed in the low cost aircraft bearer concern, every bit good as to reply some inquiries related to this industry like ; how has the recent economic lag affected this industry? Why is it that some companies have fared better than the remainder? Are the Indian LCC industry criterions different from that in other states? The recent Kingfisher debacle will besides be scrutinized. How and what could they ( Kingfisher ) have done otherwise in footings of concern schemes? Are at that place any heuristics that can be applied to the industry in India in general? Scope The range of this undertaking was limited to the LCC operations in India, with some mentions being drawn from international operators every bit good. The primary purpose was to analyze the concern schemes employed in the industry, furthermore an thorough survey of the full LCC operations, globally and their concern schemes were non executable in the given clip frame. DATA COLLECTION METHOD The primary beginning of information was information from some beginnings in the air power industry. The chronologically collated files contained all the information about the companies, their fiscal minutess, balance sheets and gross informations. Apart from this, some treatments were held with a Senior Manager of the Airport in Chennai. The Senior Manager gave an overview of each country in the airdrome and how LCC were different from premium bearers and the general tendencies noticed in an airdrome with regard to backing of LCC and so on. : The secondary beginnings of information were obtained from assorted documents on the same country of research. Diaries and research documents were used to analyse the current degree of research in the country. Web sites were used for cardinal apprehension of assorted nomenclatures and slang used in the LCC industry. PROJECT OUTLINE The undertaking focusses on the Low cost bearer services presently providing in India. The major focal point of the survey would be on their concern schemes, and how the LCC concern caught on in India. This is of importance as the air hose industry in India is on a complete downward swing due to the planetary economic crisis, in malice of this some LCC in India have managed a bend about and gone on to do healthy net incomes. At the same clip some other bearers have failed miserably in the quest to sharply spread out. A critical analysis of the full KINGFISHER debacle would be done and the consequences and recommendations of the survey would assist different LCC services to better understand the Indian air hose industry. Restriction The survey was conducted on a really little group of LCC ( those in India ) and most of the consequences, treatments and analysis are based on my position point of the current scenario in India and as a individual who does nt go a batch by air they may non be perfect and may or may non be applicable to all LCC, in fact the recommendations given may merely be applicable to the consideration set. It is in order to countervail this restriction that I have incorporated a twosome of international LCC and their concern schemes into this study. LITERATURE SURVEY 2.1 ABOUT THE BUSINESS Any air hose service that has in general a lower cost or menus and fewer amenitiess when compared to any regular air hose service possibly referred to as a Low Cost Carrier. It is of import that this service non be mixed up with local flights that ply for short continuance and hence do non offer a batch of on on-board services. As expected this scheme of take downing the cost of the airfare is traveling to take a ball out of their gross and to do up for the same they about ever charge excess for standard characteristics like nutrient on-board, precedence embarkation, transporting of excess luggage and besides for taking desired seats on the flight. This will be discussed in item during the class of the paper. These are some of the features that set LCC apart from the remainder of the air hose industry. At a clip when winging was a manner of conveyance reserved for the rich and celebrated ( 1950 1975 ) , few companies ( notably Southwest Airline ) started selling cheaper tickets at unthinkably low menus, they managed to make this by cutting costs and running a more efficient concern theoretical account. This led to the coming of the budget or low cost bearer theoretical account. The concern theoretical account adopted by Southwest air hose has since become the empirical theoretical account for the full LCC industry. For several old ages different LCC around the universe have stuck to the tested and tried theoretical account of Southwest air hoses. In recent times, due to lifting costs and increased competition in the air hose industry, little amendments have been made to the Southwest air hoses concern theoretical account in order that the other LCC survive the industry. The air hose deregulating act passed in 1978 by the authorities of the United States marked the coming of the LCC concern. This act allowed new participants into the market every bit good as giving them the power to put their ain monetary values. It is of import to observe that 60 65 % of the cost for air hoses come from external factors this means a batch of the cost ca nt truly be controlled. A generic interruption up of this cost would be 40 % for fuel, 12 15 % cost of care and another 12 15 % as the cost of ownership. The LCC concern participants hence need to cut costs in some other avenue and they found the beginning in in air services. INTRODUCTION AND BRIEF HISTORY FROM AROUND THE WORLD The construct of a low cost air hose was started in the 1970ss by the American domestic bearer Southwest with the exclusive aim of offering inexpensive airfares to the consumers. This created a state of affairs where already established flag ship bearers or bequest air hoses to lose a important sum of the market portion to these freshly formed low cost air hoses, strictly because of their ability to bear down a lower monetary value over traditional full cost air hoses. NORTH AMERICA From the deregulating in the 1970 s till the early 2000 s the transmutation of the low cost construct in the United States can merely be described as a series of inventions, proliferations and consolidations where many other low cost air hoses ( e.g. Pacific Southwest, New York Air, Jet America ) entered the market of which, some survived the competition and others did non. This besides caused some of the major bearers to get down their ain subordinates under the low cost streamer in order to recover their lost market portion. Europe In Europe the low cost construct was originated in the UK and Ireland based on the Southwest theoretical account with the debut of easyJet and Ryanair in 1995. Their success was attributed to the favorable economic model that encouraged the low cost air hose industry. For illustration, the deregulating allowed air hoses of member provinces to run domestically within the European Union. Another Example is low charges at underused airdromes which increased the rider Numberss traveling into those airdromes and eventually, their direct gross revenues attack utilizing the cyberspace and call Centres. AUSTRALIA/ NEW ZEALAND After the deregulating of the Australian domestic market in the early 1890ss, air hoses such as Compass Airlines and compass Mk II started low cost operations. However they were absorbed into the Qantas group as a consequence of the fiscal strength Qantas had over the low cost air hose. The lone important low cost invention came in the signifier of virgin blue which still continues to run today. In New Zealand, although the deregulating motion was implemented in 1984, low cost operations did non get down until 1995. However, unlike most other states it was nt in the domestic sector but short draw trans-Tasman flights, started by Kiwi Airlines. The response for this by the New Zealand flag ship bearer Air New Zealand was to make their ain subordinate Freedom Air to derive a market portion in the low cost air hose sector. Unfortunately, this creative activity of Freedom Air combined with the force per unit area from Qantas drove Kiwi Airlines out of the market. However, Deregulation within New Zealand has meant that new entrants and peculiarly big air hoses with significant capital are seeing New Zealand as an attractive market to come in and are sing the domestic and Trans-Tasman paths as possible gross earners ( Francis et al, 2005, p.89 ) . Today, an outgrowth of low cost bearer Virgin Blue operates Trans-Tasman paths under the streamer Pacific Blue. Asia In Asia, it was ever thought that the tight authorities control and limitations implemented will non let favorable conditions for low cost air hoses to thrive. However the rapid demographic and economic advancement combined with engorged hub airdromes aboard underutilised airdromes and the demand for authoritiess of those states to advance touristry and trade outside the capital metropoliss influenced in the conveying the low cost construct to the continent of Asia. Sing the success of some of the European air hoses such as easyJet and Ryanair, Malaysian bearer Air Asia started low cost domestic operations in 2001 based on the South West theoretical account. Other subordinate air hoses such as Tiger Airways and ValuAir have besides started operations and are still in service today. AN OVERVIEW Low COST CARRIER STRATEGIES The full LCC construct is based on a really simple thought. They do non concentrate on rider segregation ; on the reverse they use seats that are placed really near to each other, which in bend create more capacity. While purchasing the ticket, the rider pays merely for the place on a LCC, all the other services on board come at a monetary value. There are even a few short distance flights in Europe by RYANAIR another LCC that charges the riders for utilizing the lavatory on board. All the low cost bearers in general make their mark audience the leisure traveler and non concern riders. Another normally used scheme is differential pricing, seats are about ever sold on a first semen, foremost function footing and as the no of seats on peculiar paths keep make fulling up the monetary values automatically starts traveling upwards. Another of import facet of the low cost air hose industry is its heavy dependance on advertizements and public dealingss. In Europe, there was enormous promotion from the media for RYANAIRS proclamation that its seats cost every bit small as 1 penny, a similar scene was noticed in India at the clip when LCC were come ining into the market, tickets were so offered sans revenue enhancement at Rs. 1 500. An of import characteristic that allows for such low pricing is COST CUTTING. This is where LCC excel. Several different LCC air hoses have developed clever and advanced methods of cost film editing. Some of them are briefly explained below. Single theoretical account of aircraft: Though this may at first seem undistinguished, over clip the cost salvaging due to this move is enormous. The usage of a individual theoretical account of aircraft drastically reduces care costs. The demand for extremely qualified applied scientists who are up to day of the month in the latest types of air hose engineering ( which in bend means higher employee wage bundles ) is besides non mandatory. To farther increase the benefits, these aircrafts are either bought or leashed in majority volumes. Operate from secondary airdromes: This is a common phenomenon for LCC around the universe. The low cost bearers normally land and take off from secondary airdromes that are near to metropoliss. This greatly reduces the charges that they need to pay to the airdrome governments every bit good as well cut downing turnaround times at the airdromes. This besides means they do non necessitate to wait nightlong at foreign finish, taking in bend to overtime wage to their employees. Point to Indicate Model: Most LCC air hoses operate on a point to indicate theoretical account this is said to greatly better aircraft use every bit good as cut down waiting times. Besides it besides negates the demand to pay dues to multiple airdromes. Single Class Configurations: Most LCC air hoses merely have a individual category of service ( Economy ) . They do non concentrate on the concern category as it is non frequently that they are traveling to be serving concern travelers, besides this besides greatly reduces the demand for a larger crew on board. Even in malice of this alteration, the low cost bearers employ a far smaller crew when compared to regular aircrafts. No inflight services and Ancillary Grosss: This is another of import facet of their concern theoretical account ; it besides defines the Low cost bearer concern theoretical account. There are none of the on board services like free food/water/snacks as on regular flights. Almost every service on board demands to be paid for and bought. This besides in bend turns out to be a great beginning of accessory gross. All nutrient and services sold on board are a beginning of gross. Use of a Less Senior Crew: The usage of a less senior crew greatly reduces cost of operations as experient pilots and pursers command unbelievable wage bundles. They do non travel over a certain bound when it comes to employee wage bundles so when pilots gain more experience they constantly leave and move to greener grazing lands. Use of E-Ticketing: Another notably Omni-present characteristic across LCC around the universe is the on-line ticketing theoretical account. It is by and large considered that the costs associated with purchasing a ticket at a physical counter costs around 4.5 $ where as an e-ticket purchased on-line merely costs 1.5 $ . This once more created room for the LCC to cut down costs. Distribution costs, on norm, can account for every bit much as 17 % of an air hose s entire operating costs ( Alamdari A ; Fagan, 2005, p. 383 ) . Fuel Price: Another of import cost cutting scheme of Low cost bearer s universe over is to purchase fuel in big measures when the monetary values are low thereby ensuing in important nest eggs as and when the monetary values fluctuate. This is done by an experient individual who can read the fuel monetary value index and gauge how it will travel over the following few yearss. Even little addition of lessening in fuel monetary values could intend 1000000s of dollars in nest eggs or loss. Given below is a concern theoretical account that is employed at EasyJet a LCC holding operations in Europe. From the above diagram it is clear how concern theoretical accounts are designed in the Low Cost Carrier concern and what are their precedences. Criticism Some of the pricing policies of low cost bearers have come under heavy unfavorable judgment by different authorities bureaus and other regulators. These low cost bearers frequently show zero flight charges in their adverts, which really is the monetary value without including the revenue enhancement or airdrome fees, this is in many instances misdirecting to the terminal consumers who are in the terminal forced to pay a whole burden of accessory fees which absurd as it may sound includes Credit card use fees, airport check-in fees, luggage check-in fees and so on and so forth. CURRENT Tendency The benchmark concern theoretical account for all LCC around the universe since clip immemorial has been the theoretical account ab initio employed by South West Airlines. Over the old ages as the market moved from one that is really thinly populated to one that offers so much pick and assortment, a batch of the schemes employed ab initio became disused or unviable. Therefore different bearers around the universe had to do alterations and alterations in order to better accommodate their concern theoretical account to the environment that they operated in. The footing of the operation remained the same in consequence offering a lower cost option to the bequest bearers but as the competition heated up it became of paramount importance to distinguish the service offerings of the different low cost bearers in order to command a more loyal client base. As a consequence of this, some of the alterations that were implemented would be the offering of complimentary services and frequent cir cular plans. This ensured that these peculiar air hoses enjoyed grosss above the industry norm. Given below is a snapshot of how the Indian air power was segmented over the last decennary, the domination of the LCC concern in India is more apparent than of all time. The Indian air hose industry that was dominated by regular FSC s a decennary ago, was foremost shaken with the entry of Air Deccan, a LCC into the Indian market. Its enormous success led to multiple participants rapidly come ining the market. The market shortly became dominated by Low Cost Airlines. The Indian air power industry has over the past several old ages been witness to several headwinds, some of them being, industry broad over capacity taking to pricing power decreases, high oil monetary values and the demand growing staying subdued and so on. All these tendencies have made the industry debt ridden and in critical demand for an equity extract. The last few old ages have been particularly difficult on the industry, the really crisp rise in oil monetary values and the sudden bead in riders going by air due to the economic lag hit the industry hard. There was some respite during 2010-2011 on the dorsum of some subject enforced by the industry every bit good as some addition in rider air traffic. But this was shortly followed by more economic convulsion and fluctuating oil monetary values this once more led to drop in the industry gross returns. The Indian market is non precisely the most investor friendly, foreign direct investings are non allowed and even internally non more than a 49 % interest can be acquired. This coupled with the fact that most foreign companies enjoy a ample portion of the Indian net incomes thanks to code sharing understandings with Indian companies have made it really hard for the fighting Indian comp anies to acquire any extract of much needed equity. The issue of Kingfisher from the LCC market every bit good as the cancellation of its licence brings up a really important inquiry that needs to be answered, How feasible are the LCC in the long term? Another of import factor is the really low incursion of the air hose industry in India. It is presently lower than China where people on an mean brand merely 0.2 trips every twelvemonth. In blunt contrast, a individual in the United States makes 2 trips every twelvemonth by air what this means for the Indian air power industry is a enormous growing potency. RESEARCH METHODOLOGY Research methodological analysis is to consistently work out the research job. It may be understood as scientific discipline of survey, how research is done scientifically.A The methods adopted in roll uping the information analysis and reading of informations. Type OF PROJECT Research design is the basic frame work which provides guidelines for whole research methodological analysis. Research can be classified into ; Descriptive vs. Analytical Applied V. Cardinal Quantitative vs. Qualitative Conceptual vs. Empirical The pick of research design depends on the deepness and extent of informations required the cost and benefits of the research the urgency of the work and clip available for finishing it. For this survey, we would be utilizing as qualitative method of analysis with some inputs from assorted other types of Research like descriptive and so on. Due to the deficiency of clip it was non possible to carry on an in deepness study sing this issue. But the returns from an interview with a senior director working at the Airport have been included into the survey. Most of the informations presented in this undertaking is based off secondary informations ; it is a reasonably good established industry at least around the universe and a quickly turning industry in India. There was non much range for explorative Research and because of this I have taken up the undertaking of analyzing the current scenario in the low cost bearer concern in India and analyzing how and why some companies perform the manner that they do. The grosss of the different low cost bearers, FDI in the air hose industry, why did Kingfisher clang out are all some of the analysis that would be done based on the secondary informations collected. DATA ANALYSIS AND INTEPRETATION A batch of literature aggregation has been done, and based on this several new larning s sing the low cost bearer concern have been acquired. Armed with this information from here on in the undertaking will try to dissect and analyze the Low cost bearer industry in India, the major participants, their strengths and failings every bit good as the rise and autumn of KINGFISHER air hoses. This is a snap shooting of the Indian Airlines industry in 2003. As it is clearly seeable there are merely a few participants and the regular bequest air hoses account for more than 90 % of the market portion. This was besides the clip when LCC were doing their initial raid into the Indian market. As it is seen from the 1 % market portion held by Air Deccan the first LCC in the Indian market. Once the initial measure was done there was no halting the low cost bearers they entered into the market easy, one by one boulder clay they held a king of beasts s portion of the Indian air hose industry. Above is a snapshot of the same industry in 2009. It is obvious from the current market portion analysis that the LCC have made inroads into the Indian market and have started capturing the bigger piece of the pie. At this point of clip, the low cost bearers accounted for 40 % of the market portion in India. The high terminal Luxury airliner Kingfisher besides took a immense portion of the market from the bequest airliners in India thanks to their vision of presenting Indians to the art of winging in Luxury. This was besides the clip of consolidation ; several of the little participants in the market were being usurped by the larger participants ( KINGFISHER took over AIR DECCAN ) taking to industry broad alterations. This was besides the clip of recession where in several of the taking air hoses were describing really high losingss due to the broad fluctuations in the cost of fuel. There was besides a crisp diminution in the YoY growing of air riders in India, with the economic cr isis a batch of people were non taking to go by air and this combined with the fuel monetary value hiking spelt day of reckoning for the grosss of the Indian air hose industry. This is a snapshot of the Indian air power industry ( rider ) in 2012. As you can see there are several drastic alterations to the dissolution from the 2009 theoretical account, most noteworthy being the flooring diminution of Kingfisher. Despite this the Low cost bearer section has like an expert moved in to capture a larger portion of the Indian market now accounting for about 75 % of the Indian market. The ground for this non being obvious from the pie diagram is because the portions of Air India and Jet Airways include their several LCC services. The Indian GDP is said to hold grown by 5.3 % in the last one-fourth of 2012, this is said to be the worst public presentation of the economic system in the last 9 months. Several grounds can be attributed to this, high rising prices, high involvement rates and policy palsy from the authoritiess side. FY 2012 was a good twelvemonth in footings of rider traffic every bit far as the Indian air power industry was considered but in footings of profitableness there was a immense bead. Harmonizing to a statistic, the loss for the full industry in FY 2012 was 2 billion US $ whereas it was merely 4 billion US $ for the period FY 2008 2011. Harmonizing to informations published by CAPA ( Centre for Asia Pacific Aviation ) the full debt for the Indian air hoses industry is presently pegged at around 15 Billion US $ . LCC witnessed a steady growing while Kingfisher witnessed steady eroding. IndiGo moved to the 2nd topographic point in the domestic market and Spice Jet moved into 3rd topographi c point. It is interesting to observe that in a twelvemonth where companies fell in the air power sector, IndiGo managed to book net incomes. This is thanks to the fact that despite all the day of reckoning and somberness, they managed to take top honours in multiple classs such as employee per aircraft, on clip public presentation, flight and rider cancellation informations every bit good as the rider burden factor. Air India ( USD280-320 million loss ) Go Air: ( USD2.5-2.8 million loss ) Anil: ( Breakeven-5.7 million loss ) Jet Air passages: ( USD45-60 million loss ) Kingfisher: ( USD110-130 million loss ) Spice Jet: ( USD25-28 million loss ) This was a expression at the losingss at the terminal of the 2nd one-fourth of 2012. There was ever a robust growing in the Q3 of every fiscal twelvemonth because of the gay season and IndiGo has managed to turn it about in this period. Air India USD189-226 million loss Go Air: USD7.5-9.4 million net income Anil: USD47-57 million net income Jet Air passages: USD38-47 million net income Spice Jet: USD25-28 million net income Kingfisher does non do it to the list as the licence for them has been cancelled effectual October 2012. What did Kingfisher make that led to their meteorologic autumn from grace? For starting motors, Kingfishers sufferings started with the fatal determination to take over Air Deccan which was one of the Prime Minister low cost bearers in the state. The job was that their concern theoretical accounts could nt be more different. Kingfisher worked in the luxury section, with focal point on the higher subdivision of society where as Air Deccan catered to the cost witting traveler. The paradigm displacement in the idea procedure that was required to attach to this amalgamation of two wholly different companies was non wholly brought frontward by Kingfisher when they introduced Kingfisher RED their low cost bearer. There was ever no lucidity and clear discriminator between the concern schemes for these two contrasting services. Kingfishers BUSINESS MODEL vs. INDIGO s BUSINESS MODEL There are several ground why Kingfisher failed whereas IndiGo continues to bloom as one of the fastest turning low cost bearers in the universe in malice of the fact that they were both low cost bearers. The difference lies in the blunt contrast of their concern theoretical accounts. The last two old ages have been a existent catastrophe when it comes to the Indian air hoses industry and that is chiefly attributed to the steep rise in rough oil monetary values. It fluctuated from around 88 $ per barrel to 115 $ per barrel that is a rise of around 25 % . This was further non helped by the steady depreciation of the rupee against the dollar. It is interesting to observe that more than 70 % of an Indian air hose s payments need to be made in dollars and therefore their fiscal jobs were exacerbated by these jobs. During this period, Kingfisher incurred losingss deserving Rs. 732 crore and Jet Airways incurred losingss in surplus of Rs. 836 crore. Now the inquiry arises if that was the instance so why is it that Kingfisher is now out of concern while Jet airways continues to rule the industry in footings of market portion. The reply is reasonably simple really, foremost ; there is one of import factor that needs to be considered while we are discoursing Kingfisher. Ev er since its origin in 2005 as one of the Prime Minister bearers in the state, Kingfisher has neer one time reported a twelvemonth with net incomes. Kingfisher s fiscal record stands in blunt contrast to its service record ; it is one of merely 7 bearers in the universe to hold a 5 star evaluation from Skytrax, an UK based air power consultancy house. In the terminal I think it is safe to state that Kingfisher was a victim of its ain Business theoretical account which chiefly focussed on the upper echelons of society, it was exactly this sector of society that was severely hit by the recession of 2008 2009 and it neer recovered. A in depth reappraisal of the false beliefs of Kingfisher under Mr Vijay Mallya, make it really clear why Kingfisher is where it is now. Kingfisher began its services in India as a full service air bearer offering a individual category constellation. But even before they had settled down with that theoretical account and get down booking net incomes they got back to the pulling board and began puttering with the theoretical account. Now they all of a sudden had shifted their focal point to the luxury section. The theoretical account was along the lines of the prime luxury air bearers around the universe, decidedly non something that was cut out for the sensitive Indian market. As explained already they even managed to bad a 5 star evaluation from a celebrated air service consultancy for on board services. It was around this clip that Kingfisher started chew overing a coup detat of Air Deccan, which was at the clip one of the Prime Minister low cost air bearers in the state. Any premi er expert in air power would hold advised against this amalgamation at that point of clip particularly because the concern theoretical accounts of both these air hoses were every bit different as chalk and cheese. But against all odds, Mr Mallya went in front and bought Air Deccan based on his intestine feeling. This amalgamation opened rather a few doors for KFA. It allowed KFA to run in a new sector the LCC section as Kingfisher RED. The amalgamation with Air Deccan besides meant Mr Mallya had a batch more jets ( around 70 ) in the sky under his control, besides this the geting of Air Deccan besides meant KFA had more than 5 old ages of air power experience and therefore could now provide to international finishs. This led to a new concern theoretical account, which catered to 3 sections, Kingfisher First, Kingfisher Premium and Kingfisher Red. 2008 2009 despite the recession being at its extremum got a few awards to Mr Mallya owing to the increased market portion that KFA now en joyed. Despite this KFA neer did one time post any net incomes, and with recession at its extremum Mr Mallya was forced to close down Kingfisher Red because every bit is ever the instance in the Indian sub-continent where there are two services from the same trade name and one service is cheaper than the other people flock to the cheaper option. To add fuel to the pyre, KFA which was a nascent service supplier was keeping more than 5 different theoretical accounts of Jets all this besides led to high over caputs. At some point along the manner for KFA, the no show with regard to net incomes, erroneous amalgamation and acquisitions, the planetary fiscal crisis and an unstable concern theoretical account: all roads led to one finish, A large clang and that is precisely what happened with KFA. Defaults with employee wages, non-payment of dues and other hard currency flow issues all led to the inevitable, Employee work stoppages, flight cancellations and finally the cancellation of th eir licence to wing. IndiGo Airlines Kingfisher Airlines IndiGo had a really clear concern theoretical account in head. ( A no-nonsense 1 at that ) Single category config. No frills, speedy turnaround times. One of the premier grounds for KFA s death would be the deficiency of a clear concern theoretical account ; KFA frequently changed their concern theoretical account. To exceed it off the concern theoretical accounts were all unsighted versions of successful international air hoses. There was no localisation or version of the theoretical account in line with the part where they operated. They did non purchase aircrafts but leashed most of their jets. They marketed promptness as their USP which is mark of a robust concern theoretical account. KFA ab initio bought most of their aircrafts, to do affa