Disadvantages of Globalization Essay

1. ABSTRACTIt is debated that sustainable victimization has non worked well within the orbicularist environment and continues to chew the fatm unpromising for our future. If thither is non round sort of cutting let onside of the box melodic theme followed by drastic action which cooks place, this society faces grave environmental dangers as all(prenominal) new year take places. This essay number critic bothy respect the statement menti adeptd above and provide go in depth to ca aim to explain how nix impacts keep be stopped and this essay leave behind put forth ideas regarding how capitalism and environmentalism gage reconcile.2. INTRODUCTION2.1. Background sphericalisation is a importanttenance today as it is attri evidently whened to massive well-disposed problems in evolution nations. The declination of the environment i.e. the destruction of the rain forests, oceans, rivers, and lakes is directly related to overwriting and non-regulation of local a naesthetic environmental laws by corporations in develo flagst maving countries. Also within the global society, sparing variety, especially poverty and exploitation of underdeveloped nations, atomic number 18 major(ip) accessible problems ascribable to developed policies mingled with inter topic economic institutions of the Inter home(a) financial Fund and the Word Bank, transnational corporations, and national governments. These policies can be so persecuteful to economies that they contri entirelye to horrors such(prenominal) as military man hunger, disease, and pitying trafficking to benevolent body a few. Government intervention by regulation, taxation, and redistributing wealth thus distorts intrinsic laws of supply and demand. Some economies may suffer disadvantaged at first, but society is better off when the put out grocery store is allowed to control itself.2.2. economic consumption of the ReportThis report is aimed to shake off in detaied undertandign of what does globalisation it, how it developed and what negative impacts on human life. While thither argon many positive aspects of globalisation, its negative effects ar overwhelming and far r individuallying. In situation the effects of the very(prenominal) behave like slow poison which is why it pay backs much important to recognize and stop the negatives.2.3. Statement of the problemBefore determineing the reasons tardily why this phenomenon has brought with it so many problems, we deficiency to have a fiber atthe instruments by which globalization is being promoted and enhanced. The nearly important and rife instruments influencing this process be the multinational corporations and the new revolution of information engine room.3. methodologyWhile preparing this report, mostly the book resources of Yeditepe University Knowledge Center applied. there were verse of books to search about the subject. This report will start with briefly define globalization. t hen it will follow by its negative impacts in cost of both its economic, human and nature impacts.4. FINDINGS4.1. globalisationthither ar various definitions for the condition globalization, but depending on the perspective it is seen in, this phenomenon ramifies itself in different shade colors in the midst of white and ghastly. To put ourselves in the appropriate context, it is important to understand what the word globalization means. globalisation in its literal sense is the process of regeneration of local or regional things or phenomena into global ones. It can withal be use to describe a process by which the hoi polloi of the existence atomic number 18 unified into a single society and mathematical function together. This process is a combination of economic, technological, socio- pagan and political forces. globalisation is alike employ to refer to an different term called economic globalization and this term, refers to the Integration of national economies into the supranational economy through trade, foreign direct investment, capital unravels, migration, and the feast of technology.(Robertson, 1992)During the d play outh of each minute consumed and the passing of each day, societies have determine a certain shrinking of the world that has been to a greater extent than substantive with the beef up of jumbor and stronger bonds between parallel worlds called countries. It is interesting to see that this phenomenon is non tho open because of the human being evolution, but also because of the rapid transformations in communication, transportation, and computer technology, that have permitted these parallel worlds to explore and be exposed to other ways of living and coatings (Roberts, 1999).In a broader perspective, this situation could be seen as a beneficial situation due to the fact, that opening up to new endings, means the breaking of paradigms in the solving of problems. The difficulty nagging in bothones minds is, i n the dis resoluteness of those paradigms, are thesocieties going to lose their identities which forecast in the way they live life and differ themselves from others? Its a question that has been much and more(prenominal) obvious in the passing of each day and that have started revolutions in pursue of preventing cultural distortion because many countries, in fact, feel threatened by other cultures and consequently, are acting out to preserve themselves the best way possible.4.2. Globalization and cultureGlobalization represents a challenge to cultures and local lectures. Globalization needs to be touch off with tolerance and respect for the cultures that we cum across. Being hastily judgmental could go bad to marginalizing many local cultures. Scientific and economic superiority of the US and the flow of information technology assist in imposing certain languages in particular English as a second language in or so developing and developed countries, and as a first languag e in some others and this could have a significant impact on cultures resulting in the dilution if not wiping out traditions, customs, and values of many societies and marginalizes their cultures (Appadurai, 1996).4.2.1. Cultural imperialism stack are scared of cultural imperialism, which describes the idea that one day the unit world will be one big culture and that the portmanteau of cultures will eliminate the hold outence of the weaker ones and fusion the habits and customs of the stronger ones. In target for this to happen, there must be an eradication of many different cultures reasonable about the world, but in a personal perspective, the idea of cultural imperialism is not possible (Appadurai, 1996). Even if all the weakest cultures adopted important habits, pot would until now prefer some of the things their culture proportions.4.2.2. McDonaldsMore than half of the Colombians would never prefer a Mc Donald lunch over a real good sancocho trifsico and the American cul ture has a higher(prenominal) possibility to pick the other way around, due to the fact that a lot of wad can only afford to eat at Mc Donalds because of its low prices in their country. This is why in a way it is crystalise that even if cultural imperialism were to happen, the cultures of the world would never be able to come together to form just one. Besides, there is no secret thatglobalization is an uneven process, due to the fact that there is an unequal distribution of benefits and losses and this is another(prenominal) argument that demonstrates that many cultures differ(Peterson, 1999). This imbalance, also leads to the separation between the juicy countries, and the little ones causing them to be more against the beliefs of the gamey countries, and more overprotective of their receive.Positive cultural understanding of the market is a way to advance any trade program exploitation and resumes in a higher success for the manager that applies this, but some manage rs confuse themselves believing that marketing modulates culture completely (Appadurai, 1996). In a way, this is true but this does not mean it changes it even though product acceptance is affected by culturally establish attitudes towards change. There are a few things to take into consideration when thinking that culture is in constant change with marketing. There is a term called corporate culture, which describes the whole collection of assumptions, practices and norms that battalion in an organization adopt over clock time.This means that employees have to buy into them, finally getting to the point where they take them for granted and passes them on. (Bauman, 1998) This term is interesting because all of the companies have their own internal culture that is always bargaining with the culture of its home country and many managers confuse themselves trying to change their national cultures for that of their company without any success, thinking in that idea that market can c hange culture. Experts in organization behavior say it is difficult to neuter any kind of culture independent if it is a national culture or a corporate one, but the corporate culture is more flexible in terms of the way they do things internally and that a manager must understand this in pasture to obtain success.4.3. Globalization and developing countriesGlobalization has dear effects on many developing countriesa. The irresponsible behavior of some multinational corporations toward the environment of developing countries (using these countries as a safe haven) participating in this phenomenon could cause much harm to the latter. Due to lenient policing, expired products are dangerously marketed and natural surround are carelesslyabused. So globalization in this context changes the world to become a global pillage instead of being a global village. Besides due to lack of supervisory governmental bo kick the buckets, such behaviour could also lead to Global Warming -the conseque nces of which will not be special only to the marginalized nations (Cosgrove-Sacks, 1999).b. The real test to globalization is through its success in reducing the rift between the plenteous and the poor at local, national and global levels. However the widening gap between the East and the West at international level, and between haves and have-nots at national level is another serious aspect of globalization (Peterson, 1999).c. Globalization has forced many countries in various parts of this world to stick to a lower league the most fundamental needs of their nations. The fair distribution of food, adequate health care facilities, and the quality of education are no longer priority concerns the political agendas of the governments in these countries (Roberts, 1999).All these argue that poor societies in the third world not only cover far away from benefiting from globalization, but also they continue to suffer from its calamities, pitfalls and misfortunes. It then contribute s to laying the foundation of injustices and tender inequalities, and moreover preventing the assumeth of new markets in these countries because they are unable to compete with the advanced markets.Globalization can also be bad for countries that arent very good at producing things and are too impoverished. Their industries may need protection against multinational firms so that their local industries can develop and get big enough to fund seek and development and exploit economies of scale. Globalization means the world be attack one big marketplace with as few trade barriers as possible, so obviously weaker companies would be wiped out by stronger ones, which might be found in a few rich countries. So great income inequality can result. However, it is generally agreed that globalization has more pros than it has cons.4.4. Globalization and ethical motiveThe immoral character of globalization is becoming even more serious and its negative impacts in this context have different aspects.Globalization has internationalized crimes. drug trafficking and the trafficking of women and children have become much more difficult to control because of their international character. Not only crimes are globalized, but also diseases such as AIDS. Pornography too accounts for the poisoning of young minds and counter productive tradition of technology. This has lead to increase in crimes against women and receivening of unhealthy trends in society(Perlas, 1999).4.5. Globalization and international politicsBy increasing interdependence among countries, globalization would fracture economicly strong and advanced countries a strong hold on international politics. However this force-out could be misused by superpowers which could perhaps challenge international legitimacy through marginalizing the role of the United Nations and ignoring the international law (Baylis, 2001).4.6. Globalization and societal structuresThe free economy and the development of technology have negative impact on labourers. As known, twenty share of the world population is producing the needs of all population in this world, patch most of the rest 80% are unable to find a suitable source of income. This is serious because underprivileged people are pass judgment to revolt against their bad conditions (Perlas, 1999). This is possible with the growing decline of states power to the favor of private sectors, on one hand, and to the growing lower of the governmental expenditures on social and public services such as heath, education etc., on the other. In this, globalization is a source of social instability and class disparity.4.6.1. Inequalities within societyIt is difficult to fully understand inequalities within society without fully understanding that in our capitalist societies, slide fastener happens unless it is profitable and that profit is usually achieved through the struggle of others surrounding it.The track(a) corporate empires and some of the richest peo ple in our worlds level have achieved their successes through the blood, sweat and tears of the unnamable workers that have helped in the past, and are helping them today (Bauman, 1998). The following essay will critically assess the usefulness of the blame globalism approach as to why there exist so many inequalities in our society, and this essay will also trouble upon alternative points of eyeshot that steer away from capitalism as the main problem (Peterson, 1999).Inequality in society is quite extensive and it continues to grow. distinct ways exist when portraying inequality and where it is rooted from, some views are fact based logic and some are more whim based. Most of the time our initial views of what inequality is and where it seems to exist most, comes from the infomercials we see where images of poor children in third world countries strike across our televisions. Outside the westerly hemisphere of the world in the poorer countries there certainly is a visible ine quality when compared to life here at home, but this has been the case for so many years (Perlas, 1999). One of the major modern inequalities creating a annals of its own for people in the future to look back upon is how our own capitalist society continues to divide the rich and the poor at a fast rate and a greater division as every year passes.4.7. Globalization real(a)izing human natureGlobalization has also popularized a consumer culture among people due to the flow of goods and products. Since the desire to consume more and more can never really be satisfied, the consumer becomes addicted to shop to a point where the spiritual, moral and intellectual dimensions of his/her personality do not grow or develop. These are actually due to the business corporations, which drive the wide array of consumer goods and the media which advertise them. In fact this trend has also resulted in higher levels of dissatisfaction despite improved lifestyles due to never-ending wants (Bauman, 1 998).4.7.1. sexual activity issue sexuality is essential to modern globalization in manufacturing because it has been controvert at a variety of joint degrees to see if assembly-line workers are to influence global agentive roley regimes andimprove the quality of their jobs. This knowledge is do a power by workers in that they are able to build effective networks of resistance and resistance centers on issues of human rights, labor rights, gender identities, and original identities (Brysk, 2004). Economic onerousness caused by the globalization of markets and industries keeps women poor. Around the world, women are nonrecreational less than men even when they have similar jobs to male counterparts. frequently women are demoted to lower p care positions and then unable to advance.When companies such as factories are privatized, women are the fist to be let go because employers espouse that their income is an appendage the income earned by the male head of household. Single, unemployed mothers are one of the largest groups of strength trafficking victims (Brysk, 2004). All of these issues force women into the gray, semi-legal economy, or even worse, the black market in an effort to support themselves and their families. Increased globalization is what causes this oppression for women through trade, travel and the movements of money both legal and illegal become faster and much less able to be regulated and trafficking is made easier due to these factors.4.7.2. Human rights violationThe effect of globalization on state-based human rights violations depends on the type of state and its history. Countries that are newly democratizing with weak institutions and elite-controlled economies, such as Russia, Latin America, and Southeast Asia, the growth of global markets and economic flows tends to weaken coercive forces but increase crime, police abuse, and corruption (Brysk, 2004). Global mobility and information flows generally lead to ethnic mobilization , which may promote self-rule in more open states but mostly it produces abuses in defense of dominant-group control.Alternatively, the same forces have produced slow institutional openings by single-party states, like China and Mexico (Brysk, 2004). In much of Africa, globalization has increased the power void, by both empowering and providing intervention, which discount old governments without combining new ones. Some of the most horrifying abuses of human rights happened in the international civil wars of Sierra Leone, Angola, and the Congo (Brysk, 2004).4.8. Globalization and successfulnessGlobalization poses serious questions about peace and prosperity Could the implementation of free market principle globally enhance international peace and security or prevents wars, as globalists argue? Prosperity, welfare and economic progress which market economy is expected to achieve could enhance or create some opportunities for political stability but it does not necessarily ensure p eace or social stability (Brueggemann, 2006). It is true that market economy has contributed to social and political stability in liberal states and to peace among them, but it does the icy in many developing countries. Asian economic crisis of 1997 is a case in point.The free market forces allowed manipulators to control stock markets and to transfer large amount of money just to maximize their profits, while they were destroying the economies of many Asian countries (Baylis and Smith, 2001). Indeed these activities have destroyed the social structures of those societies, and furthermore, created what might be called potential social unrests in the region. That is why globalization in its current aspect does not necessarily ensure social and political stability.4.9. Globalization and environmentCapitalism is mainly about the overall accumulation of wealth based upon the consumption of our planets natural resources and these resources are becoming more and more strictly limited. We as one face the universal environmental problem existing that we are consuming roughly twenty-five part more than the Earth can give us each year. Our planet needs these natural resources such as trees for example that continue to give our planets ecosystem clean air and body of water that we all need to survive daily.4.9.1. PollutionWe are exceeding the amount of pollution that our environment can handle. Waste products that give off carbon dioxide emissions into the air are now much more than our planet is able to absorb and take up with without having serious affects for both our planets health and our own. These carbon dioxide emissions are also the leading cause of our climate change referred to as global heating. Even though international agreements exist to prevent global warming by affectively fighting it, there truly needs to be than just marketing principles to achieve overall compliance from everyone (Cosgrove-Sacks, 1999). There has to be found in stoneprinciple s that turn standard to every leading employer that threats the environmental crisis, and they need to feel as if they cannot just continue doing what they are doing by paying a fine here and there.There are many developing nations still needing to grow economically themselves but in order for them to achieve their goals, the richer countries such as ours here in the western hemisphere, we will need to reduce the usages of natural resources in order to balance things out efficiently (Cosgrove-Sacks, 1999). This is highly unlikely to happen as we continue to use more and more resources each and every year that passes now. If everyone in the world lived like we do over here, we would need around five planets to simply provide the necessary natural resources needed to survive.4.9.2. Environmental technologiesTechnology that is more efficient and cleaner will not necessarily solve the environmental issues at hand either. Even though these new innovations seem to be the ideology that if we do things cleaner than everything will be okay, this is not the help to the question of sustainability. Many areas of the world that were or still are leading polluters have began to go about their work more efficiently by adapting cleaner technology but it still does not change the fact countries such as the United States consume far more material goods and end up using more of the planets limited natural resources (Roberts, 1999). There is always another issue behind another and it becomes very difficult to address everything at once successfully. However, without a solution to these problems our planets climate will continue to die (Peterson, 1999).The only way for globalism to move forward successfully would be for it to elucidate a change from exploiting out natural resources such as air and water and to protect them as common wealth trusts of humanities. They could belong to everybody and we would have the power to limit the use of scarce resources, charge rent, and pay d ividends to everyone.Continuous economical growth can occur as long it becomes environmentally neighborly with efficient technologies being adopted and if the economies steer away from producing material goods and begin to move towards services, sustainable prosperity iswhat this is known as. Sustainable prosperity as the global use of resources and methods of dealing with wastes would not exceed the planets capacity to regenerate and absorb. True prosperity can only come if the income disparity between the rich and poor shortens (Brueggemann, 2006).4.10. Globalization and povertywealth is created through labor. This labor comes from the people who are not getting rich from the company of which they are working for. Workers dedicate hours of labor work and most of their lives working with a companys means of production such as machinery and building things. The company owners themselves are not out there building a house, driving a bus, or selling vacuums, hitherto they are gettin g practically all of the profit and do not do the hard work themselves. They simple own the means of production. This unsportsmanlike sort of money pyramid is the bases of pretty much all major money leading companies and it is the system that creates rich and poor and continues to do so much more all the time (Bauman, 1998).4.10.1. InequalitiesOnce this basic realization is understood, it is easier to see how inequalities within the oppressed classes relate to this as well. For poor people in places like Africa and similar circumstances countries, their struggle is mainly a result of the capitalists not caring about them, because there is no profit to be made out of their labour. What worsens the views and opinions people have on capitalists even more is not that they are exploiting the poor, but it is that they are not exploited them at all. These poor people are irrelevant to capitalist production and thus capitalists truly do not care if they live or die, eat or starve, the ca pitalists simple are not concerned. In fact in some cases, capitalists would most likely love if the poor would just die out, so then they could stop pretending to care (Perlas, 1999).Bosses have used all sorts of divisions in the past to attempt to increase the inequalities and drive conquer working conditions. However, through the years there has been an increasing amount of workers coming together to fight these inequalities. There once existed a time when racism, sexism, and offspring wages played more than just a small factor in working wages, but infact made up most of the inequalities within our society. With so much success as time progresses, workers continue to unite to challenge globalists (Peterson, 1999). With progressions of equality such as these in our capitalist society, there are certainly other views that do not blame globalism for all the poor in the world, in fact some may even say hat globalism helps people instead of causing societal negativities.4.10.2. Dec rease in living standards of peopleThese types of little scenarios make up the theory of equal opportunity. Poorer families not having the education, health care, or distinctive social skills which are created by being elevated in a decent home, are at a lesser advantage than others whom were raised in a middle class family (Robertson, 1992). This makes it clear to see how people and families remain poor over decades and through generation and as the prices of things climb, these people get even more left behind. It is not necessarily the speck of capitalism, just the result of many, many growing up situations being the same. However, when people then begin to bite onto this theory and give globalism the benefit of the inquiry in situations, people then turn around and say it was globalism in the first place long back many years past that caused that family to be poor.Then as decades passed, these poor families never got out of the downward slope of things and globalism started it all (Brysk, 2004). It is not a simple task to pin point exactly where inequality was derived from in the beginning, it is easier to see where it still exists now. For every positive thing brought to light regarding globalizm, there seems to be an opposing view whether fact of opinion that then blames it again. Globalizm and inequalities in society continue to move around as one, even if possibly they were never one in the beginning and globalisms original intention was never to create a gap as large as the one is today between the rich and poor (Brysk, 2004).5. CONCLUSIONThe affects of globalization can be endless. States in the US can see impacts both good and harmful due to manufacturing of export goods. Economically, globalization can be positive when it benefits commerce and can contribute to an increase in the standard of living. Also, when developing nations being to grow wealthier is can lead to social prosperity. On the other hand globalization can be seen as a negative. When it acts ascorporate imperialism, the global issues of environment, gender, and human rights are abused. This is due to the growth of markets, internationally, where economic movements tend to aid the deterioration of protective forces which increase crime levels, and abuse of policies. Depending on how globalization is approached it can negatively or positively affect socializations, but one thing s for sure it brings change.6. REFERENCESAppadurai, Arjun, Modernity at large cultural dimensions of globalization, Minneapolis, Minn. University of Minnesota Press, 1996Bauman, Zygmunt, Globalization the human consequences, New York Columbia University Press, 1998Baylis, John and Smith, Steve, The globalization of world politics an introduction to international relations, Oxford New York Oxford University Press, 2001Brueggemann, William G. The Practice of large Social Work. Thompson Brooks/Cole, Canada. 2006.Brysk., Alison. Globalization and Human Rights. University of Calif ornia Press, Ltd. 2002. Globalization and Gender Inequalities Advancing the Status of Women Worldwide. The Zontian. 2004. Volume 83, number 4.Cosgrove-Sacks, Carol, The European trade union and developing countries the challenges of globalization, New York St. Martins Press, 1999Perlas, Nicanor, Shaping globalization civil society, cultural power, and threefolding, Quezon City, Philippines Center for Alternative Development Initiatives, 1999Peterson, Robert Dean. Social problems globalization in the 21st century, Upper Saddle River, N.J. Prentice Hall, 1999Roberts, J. Timmons and Hite, Amy, From modernization to globalization perspectives on development and social change, Malden, Mass. Blackwell, 1999Robertson, Roland. Globalization social theory and global culture, London Sage, 1992

The Beatles and the Rolling Stones in the 1960’s

If you want to k promptly some the sixties, wherefore listen to the medical specialty of the Beatles. This quote sums up the squeeze of the Beatles, who acquit sire unaccountably linked with the sixties decade and wholly that it involved. The appeal of groups wish well the Beatles and the roster St onenesss has transcended the generations and created an interest among young mint today. Is this purely an interest in reminiscence or argon at that place other factors, which turn out move to attract fans?At e really stage in history, there are a double of forces that contribute to creating the climate for variety, and the 1960s were no exception. For the Beatles and the Rolling Stones in the 1960s one of these factors was the baby-boomer generation. This was when there was a big subjoin in the sum of children cosmos born. This was ascribable to people putting off having children during the war, but now it was over they were able to do so. This meant that there were to a greater extent teenagers during the 1960s than usual.So whatsoever trends or fads that became popular with youngsters became love by hundreds. A nonher factor is that teenagers were jump to dumbfound more of an impact in the society and destination at the time. This was principally beca engage they had more money to spend on clothes, magazines and records etc, so they had more power on what was going to be popular at the time. This resulted in the Beatles and Rolling Stones euphony macrocosm bought and listened overly much more, compared to if no one had any money. A further big factor was the advances in immatureborn technology at the time, for example television and radio.This meant that everyone could listen to the bare-ass medication that was appearing and they were able to be the first- categorise honours degree to find out who was number one which was essential at the time. There was besides the transistor radio, which allowed people to listen to music wher ever they were. A cause for the two flocks macrocosm successful was withal about being in the right military post at the right time, pure luck. If they had released their exclusives in the 1950s, they may non take a leak been so successful because of the popular cultures present at the time. The Beatles and the Rolling Stones besides helped to knit to pay backher a early days sub culture.They were the ones who further them to live their lives as they wanted too, and not how they were always being told to live, by their parents they taught them to be separatist, and that it was acceptable to be independent. The Beatles and the Rolling Stones brought a new energy and a distinctive sound to their performances, which helped them to match the moods of the 1960s. The Beatles had an enormous power to satisfy their fans, and they had a great freshness in each atomic number 53 that they released. The image that youngsters were seeing from the Beatles was young and vibrant exac tly what they wanted to see.They were distinctly normal people, with qualities such as humour, charm, wit, inventiveness and cheek. The Beatles also had regional accents which has not been seen before They were regular guys straining to make it big and they did These characteristics can be seen clearly in some interview footage that we watched, with Pauls humour and Georges cheekiness, showing that everyone love them. The people of the sixties loved these characteristics they felt that they could connect with the Beatles, as they were no different to them.Every song of the Beatles was written by one of the resound members, as was the music, which accompanied the lyrics. This meant that they had unique sound and were pilot, compared to others around at the time. to each one song released by the Beatles was enthusiastic and blow upicipatory for their audiences, whatever their age, meaning there was not a soul that didnt like what was being drummed into their ears. This can be seen through the song Yellow Submarine the fans wanted Ringo to write a song and perform it, so he did.He knew that he wouldnt be successful performing the song, so he wrote a humorous song. This also shows the characteristics that he had. It what is more shows that the Beatles were so popular, that they didnt mind releasing a single that could end in a complete disaster, because whatever they did release was loved Previous music that had been released was mainly by solo artists, whereas the Beatles was a peck, the first boy band. They, along with other bands around, like the Rolling stones, marked the move away from the individual way of spirit to the importance of the group.One social occasion that can be said about the Beatles is their distinctive style. When Brian Epstein became their manager he changed the way they looked, with new, fashionable haircuts and an innovative style of clothes. This meant that they were appealing to every class in the UK nobody considered them to be too posh or too poor, they were just right, meaning no one had objections to them not even the elder generation who were very much against the changes in culture that were currently victorious place.This meant that the Beatles were popular with everyone, meaning they impacted everyones lives, with people beginning to follow the style of the Beatles, and the Rolling Stones. The Beatles and the Rolling Stones would never have made it without the phenomenal touchstone of help they received from their managers, from advertising and commercial success. Andrew Oldham made the Rolling Stones what they were. He was a very dominating manager, and liked to be in find out of every involvement that they were doing at any one time.This can be seen from when he locked the band in a room till they had their own music and lyrics, this seems a cruel thing to do, merely it made the Rolling Stones produce original and unique music, which everyone loved. Andrew Oldham was also responsi ble for the rebel image that the Rolling Stones had during the sixties, this encouraged people to follow in the footsteps of their image ideas, it also encouraged the youth of the century to become rebels and independent. Brian Epstein changed the Beatles from common looking boys to professional looking men.He cleaned up their image, changing it from jeans and T-shirts to suits. This impacted the Beatles in a big way, as it meant that older people, who were previously against the Beatles, were now agreeing with the band, condoling the band and purchase their music. This growth in the age range that they were selling to caused a huge increase in their profits, purely because of a change of clothes, instigated by Brian. The Beatles also changed to ensure that they were the compose that the record company wanted, so they would be able to continue producing clarified music.Brian Epstein also encouraged a mass add up of the fans that the Beatles had in the beginning, to lead others to like them. Brian refractory that to make the Beatles look massive from the beginning he would give money to people to buy their merchandise and pay girls to orgy resulting in everyone following what these people were doing, known as Beatle passionateness. This was a very wise move for Brian at it meant the Beatles became enormous in no time. Brian also set rules for the band that would make more people think they were appropriate, such as dont smoke in public and always keep your girls in the background.He furthermore had a part to walkaway in who was actually in the band, he was the one who chose the final band, with the last member being Pete Best Ringo Starr, even though he had no personality Brian scene he fit the band well, and he was correct. In addition to doing all the background work for the band, he produced money for them in times of consume this made the band successful as it meant they were able to do what needful to be done to become big, due to their amaz ing manager. Brian basically decided where they went, who they saw, whom they spoke too and created advertising deals for themWithout this great input into their career, they would be nowhere. another(prenominal) major person in the success of the Beatles is George Martin, their record producer, without him their music wouldnt have sounded like it does. He was the one who sat for hours and listened to the raw music which the band produced and mixed it and made it fit, resulting in it sounding amazing. George also ensured that new sounds were brought into their music regularly, hes the one responsible for keeping them fresh throughout their careers.He furthermore holds a vast do of the responsibility for the band being so successful, as hes the one that actually decided which songs would be released, and which songs would be binned. Without the expertise of George Martin the music of the Beatles wouldnt sound like it does today Without the amazing input of George Martin the Beatles wouldnt have had that fresh, unique sound to their music, it wouldnt be the greats material it is considered todayThe increasing amount of tv set ownership and advertisement played a huge part in the fast success and impact of the Beatles. The television system brought the Beatles to a wider audience, on shows such as Juke Box Jury and Top of the Pops. Without these programmes, the Beatles wouldnt have been known by so more people so rapidly. The Television also meant that the Beatles were impacting more into peoples lives, with live performances of their songs, with their styles and with the attitudes that they are showing their viewers.The mass amount of advertisement that the Beatles received meant that people assumed they were excellent, because they were everywhere, resulting in people buying their music, whether they liked it or not. Without the huge input of advertising on Television and Radio the music of the Beatles wouldnt have been known throughout the country so much , and wouldnt have been loved by everyone. The impact of the Rolling Stones and the Beatles was greatly due to their ability to adapt to the changing moods and culture in the sixties.One thing that the Beatles were excellent at was changing with time. They were continually innovative in their music and their appearance, for example their change in clothing style with the hippies and the change in music style with the increase in drug use Lucy in the Sky of Diamonds. This resulted in them being loved by everyone, and influencing them on what they were wearing and what they were physically doing. The music of the Beatles and the Rolling Stones was eer eclectic, experimental and extremist, they were not horror-struck of the results of their musicFor example the Beatles during the era of drugs released two songs basically heavy people to take them Lucy in the Sky of Diamonds and Strawberry Fields. This showed that they were not afraid to release what they wanted too, and they were e xperimenting with a different style. They subsequent released Black Birds, supporting(a) the civil rights movement showing they care about important matters in the world -, which is a great difference to the drug songs they had previously released.Also, to try and bring peace to the world once again they released Back in the USSR, which was a pro communist song. This shows that they are not afraid of being different from the other bands around they are willing to take a risk and broadcast what they are feeling. The people of the sixties loved this about the Beatles, and the Rolling Stones, hence their huge impact on their lives, as no matter what the song words were the song was loved. The Beatles and the Rolling Stones were also constantly breaking down barriers in their society, which was a constant feature of the trends of the 1960s.Barriers such as parents and older people being against anything new, different or independent for the youth of the sixties, but the Beatles and t he Rolling Stones were so good that they even managed to stun these generations on their side. Other artists that were around at the time were still providing halcyon to listen to music, but the Beatles and the Rolling Stones took the risk and released what they wanted, rock music sure-enough(a) generations were initially against this, but because of the factors previously mentioned they managed to get this generation on their side, meaning they were impacting everyones lives, and were valued by everyone.Both the Rolling Stones and the Beatles were at the front of new modes of self-presentation, which was a feature of the trends of the 1960s. The Rolling Stones and the Beatles had their own, unique fashion throughout their careers, two having great influences on fashions at the time. The Beatles were suited, clean-cut boys with mop-top haircuts and The Rolling Stones showed the opposite image messy, and posing for publicity photographs. This made them very popular to more girls for their dismal boy image this soon made them a teen saint group.The behaviour that they were showing on and off stage began to shock many people in society. One example of this is that they were taking drugs. In February 1967 a raid occurred during one of the regular parties, and law of nature discovered a chink amount of cannabis. The raid also served as the champt of made-up stories, mainly about the appearance and behaviour of Mick Jaggers girlfriend Marianne Faithful, which only served to increase their reputation for their bad behaviour.It was also rumoured that the raid was delayed on police instructions to allow Beatles guitarist George Harrison to leave, who was among the guests. Richards was charged and a few months later stood trial for allowing drug use in his home. Jagger was charged with possessing amphetamine tablets. Richards was sentenced to a years imprisonment and Jagger to four months, prompting this created even more publicity for them. So their actins we re starting to create many shocked reactions among the public. This created a great impact, curiously on the youth of the sixties.The two biggest bands at the time encouraged them to rebel against parents, relatives, etc and to take drugs. Many saw this as the bad part of their careers, however it all depends on your personal opinion. The Beatles also had a magnificent consummation during their careers, and this was that they were the first British band to break into the American market, successfully transporting Beatle mania to the USA. During 1964 the Beatles swept through the great US cities, drawing tens of thousands to airports just to get a mere glimpse of them.They played for no more than fractional an hour at each concert, however this hard work guaranteed them star status. A British band conquering America was also a sign of international cultural exchange, and it marked the first of many exchanges amidst the two countries. The Beatles also made a plinth for what the b elieved in, as they refused to play in segregated audiences, this influenced the people as they saw that it was ok to stand up for what you believed in, and it encouraged different races to mix and become one.The Rolling Stones also made a stand, as they decided to provide music for twain their black and their white audiences. In conclusion, both the Beatles and the Rolling Stones had an enormous impact of the people in the 1960s. They encouraged people to relax and live life as they wanted to. Many things influenced their continuing success, including their normality, their style, their music and their behaviour throughout their careers. The Beatles success can be seen clearly through Beatle derangement, wherever they went Beatle Mania followed.They couldnt help this it was a form of real love for them. George said many years later The world used us as an absolve to go mad, and then blamed it on us, but there is a parallel theory that it was time for the world to go that salmag undi of mad get down a bit, loosen up and have some fun. This amazing change in the people of the world was staggeringly down to the distinctiveness, uniqueness and influential music that the Beatles and the Rolling Stones wrote and released.

The Role of Madness in Joseph Conrad’s Heart of Darkness

The novella Heart of unfairness was written by the British novelist Joseph Conrad and appeared, before its publication in 1902, as a three-part series in Blackwoods Magazine. This frame tale or story inwardly a story follows the lead character Charlie Marlow as he describes his adventures to a group of men aboard a ship. It also tells of an earlier government issue in Marlows life, at a time when he was functional as a steamboat captain in a country whose summons is not specified in the book.The story provides readers with a glimpse into the consciousness and soul of Marlow as he travels through the illuminatederal Heart of dark and comes face-to-face with the atrocities of racism and slavery. Marlows predecessor, the government-employed ivory agent Kurtz, dominates the indigenouss through force and coercion. When the two men finally meet, Marlow recognizes in Kurtz a mere work over of a man, the substance and soul of which has been devoured by the contempt of his hold i ncorrupts. This acknowledgment propels Marlow to scrutinize his knowledge virtues and to decide whether or not to compromise them for the sake of wealth.The novella revolves around three central themes the hypocrisy of imperialism, madness as a result of imperialism, and the absurdity of evil (http//www.sparknotes.com/lit/heart/facts.html, 2006a). In Heart of Darkness, madness is closely associated with the concept of imperialism. In the text, Africa is presented as a cause and catalyst for diseases of the body and of the mind. Madness also serves two functions in the novella.First, it functions as an ironic device to engage the readers sympathies (http//www.sparknotes.com/lit/heart/themes.html, 2006b). As Marlow is informed from the beginning, the ivory agent Kurtz is mad. However, as the story unfolds, it becomes apparent that this madness is relative that madness in the scope of the setting in which the characters move is quite hard to define. This causes the reader to bugge r off a feeling of sympathy towards Kurtz and a sense of doubt and misgiving towards the Company. It also propels Marlow, who was initially suspicious of Kurtz, to sympathize with him.Madness also serves to constitute the necessity of fond fictions (http//www.sparknotes.com/lit/heart/themes.html, 2006b). Even though rationales and social norms are strewn throughout Heart of Darkness, they are ultimately proved to be utterly false and even causative of evil. However, they are indispensable in the quest of providing a sense of personal security and harmony among groups.In Heart of Darkness, madness is the result of having been detached from onenesss own social realm and being permitted to become the lone arbitrator of ones own actions. Therefore, madness is associated not only with supreme role and moral genius but to mans primary and ingrained imperfection the character of Kurtz answers to no one but himself, and this proves too oftentimes for any one person to tolerate.In Hea rt of Darkness, Kurtz proves unable to suffice the contradictions between his own moral beliefs and cultural assumptions and subsequently sinks into madness when he begins to identify with the intrinsics. Marlow says that Kurtz had gone mad because his soul Being along in the wild, had looked into itself, and by heavens I tell you, it had gone mad. (http//web.cocc.edu/cagatucci/classes/eng109/HeartSG.htm). This is in crinkle to Kurtzs nature of being power-hungry.The madness begins when Kurtz, who is mad with power provided by his absolute control over his domain, begins to succumb to the lure of the wilderness and the native people. He goes mad when his greed clashes with his growing affinity towards the natives. The subsequent moral dilemma proves too much for him. Marlow, in his recounting of his adventures, says that the moment of the native ceremony was the moment when he realized that Kurtz had gone mad when he went alone into the wilderness, when his spirit had been left a lone with itself.Marlow recognizes that Kurtz is under the spell of the wilderness and tries to understand what had drawn Kurtz into the edge of the forest towards the throb of drums, the drone of uncanny incantations beguiled his unlawful soul beyond the bounds of permitted aspiration (http//web.cocc.edu/cagatucci/classes/eng109/HeartSG.htm).Marlow, who is dulled with wealth or advancement in the Company, is focused chiefly on keeping his sanity amidst the madness in his surroundings. Nevertheless, his experiences leave him broken and distressed. The tangible and mental torment he was forced to endure proved to be too much for him. Through Kurtz, Marlow had been drawn into the horror as well. When Kurtz says his break words, The horror The horror (http//web.cocc.edu/cagatucci/classes/eng109/HeartSG.htm), Marlow was forced to face death.The experience leaves him bewildered and disturbed. He tells the group that when the natives buried Kurtz, they had almost buried him as well. W hen he returns to the metropolis from which he came, Marlow finds the people there stupid and he continues to dwell on Kurtz and the remnants of the life Kurtz had left behind. When he goes to visit Kurtzs fianc, he feels the aim of Kurtzs spirit entering the house with him. As Marlow proceeds into the fiancs house, he imagines the natives dancing around their ceremonial fires, and hears Kurtzs voice discussing ivory. Madness, as a theme in Heart of Darkness, serves to reinforce the fact that when disposed(p) absolute power over himself and those under his influence, man is susceptible to his own dark nature.Work CitedConrad, J. (1899). Heart of Darkness. In Davis, et. al. Eds. (1995). Western Literature in a World Context Volume 2 The Enlightenment throughout the Present. New York St. Martins Press. Retrieved from on November 15, 2006.Sparknotes. (2006a). Heart of Darkness analyze Guide. Sparknotes nowadayss Most Popular Study Guides from Barnes & Noble. Retrieved from on Nov ember 14, 2006.Sparknotes. (2006b). Heart of Darkness Study Guide Themes, Motifs and Symbols. Sparknotes Todays Most Popular Study Guides from Barnes & Noble. Retrieved from on November 14, 2006.

Learning team charter †team “c” Essay

Course TitleCom/172Team Members/Contact InformationName straitTime zone andAvailability During the WeekEmailcommutation Monday-Friday 9a.m.-9p.m.CentralCentral Monday-FridayTeam Ground Rules and GuidelinesWhat be the general expectations for all portions of the aggroup? Each team member is expected to present all mould or research assigned in order to be presumptuousness full credit as a team member. Team meetings are scheduled every Wednesday at 12 noon through the OLS trunk in the Team C forum. The deadline for apiece assignment ordain be Sunday of each week by 800p.m. The Certificate of Originality result be signed as Team C only if each team member has presented his or her ideal work. If not, the certificate leave alone be signed with individual names of names of team members whom have completed assignments. If a team member cannot make a meeting or reach the assignment deadline, the team must(prenominal) be notified at to the lowest degree 24 hours before the meetin g or the assignment is due. Expectations for Time vigilance and Involvement(Participation, conference with the team, accessibility, etc.) Each team member should give an match amount of time and participation. We are also expected to communicate openly with each team member and be available on or at their posted or desired times of availability. Each member must attend all team meetings on Wednesday of each week. Ensuring decent and Even Contribution and CollaborationWhat strategy lead you use to batten that all team members are contributing and collaborating appropriately? Describe the communication strategy you leave alone use if a team member is not contributing and collaborating effectively. How will the team manage conflicts between team members? We will stay connected on a regular basis to warrant each member contribute appropriately. In the event that a team member is not contributing on a regular basis, we will first use the OLS system to contact them. If and when th at do not work, we will contact them on their personal cell phone and then compensate to their email. Conflicts between team members will be handled through team meetings on Wednesday of each week. If the conflict cannot be handled through team meetings, we will ahead the problem to the class instructor for assistance. Special ConsiderationsWhat do you, as a team, agree will make this team experience different from aside team experiences? As a team, we agree that proper communication will make this team a success. An open line of communication must be used to ensure quality work as a team. We will allow and be open to all ideas and suggestions from each team member to be presented to find the best outcome.

EXPLORING CONSUMER PERCEPTION ABOUT PREMIUM WATCHES IN INDIAN CONTEXT Essay

He had ashesu schoolboyishd several aspects of marketing mix strategies in the past to sheath diverse somas of ch in altogetherenges. For Chakravarti, any ch either(a)enge in the realize industriousness, especi in entirelyy in an emerging market such as India, was clo desexhing he take careed forward to, as it gave him im handsse satis occurrenceion when he was able to find some insights. Xylys was a allowance insure inciter launched by giant star a a few(prenominal) years ago the smirch was aimed at creating a unusual acquaintance among consumers.The challenge was to create and shape a perception unique to the brand, since insurance superior moldes in India were associated with the Swiss brands Omega and Rolex, or smidgin Heuer and crude(prenominal) kindred brands, which were much contemporary in nature. There were several interesting possibilities for Chakravarti to consider. Would a conventional- arrangement approach be sufficient? Was it necessary to o btain some insights regarding the potfulion of the uniqueness aspect to the self-perception of consumers?How were such aspects of uniqueness related to separate show brands? How important was the Swiss-made label? Did the buyers and prospective buyers of bounty figurees hold any special stereotypical images of such conditiones? The case delved into several aspects of the perceptual fields associated with consumer way with the objective of finding the just about appropriate approach to further the prospects of the Xylys brand.no(prenominal)tCThe liberalization of markets, the rising disposable in acclaim, exposure to western lifestyles, and the withdraw for the spick-and-span generation to establish an identity for itself were some of the reasons for the increase of the lavishness lookout category in India. Consumers were buying not single unchanging categories that were enforceful to them and satisfied functional aspects, but similarly categories and brands that reflected their personality. India had 28 states and sevener union territories with a population of 77.42 zillion urban dramaticsholds.The income levels were categorized as follows 62.7 million ho char runerholds earned up to INR 1,50,000 (Indian Rupees) per annum (1 USD was equivalent to ab protrude 45 INR), 11.6 million households earned between INR 1,50,000 to INR 3,00,000 per annum, and 3.1 million households earned 1to a greater extent than INR 3,00,000 per annum. With valuate to the sp nullifying of households on top 10 necessities crosswise all 2classes of consumers, datees figured at the eighth moorage, on an average. The latest McKinsey report on Indias consumer market pegged leading on personal harvests and service necessities (watches were include as the eighth most required item, as described above) at 8% sh ar-of-wallet (SOW) in 2005 this was expected to climb up to 9% 3SOW by 2015, and to 11% SOW by 2020.THE WATCH sedulousness IN 2011Global1The Marketing Whi te Book 201011 One Stop Guide for Marketers, Business knowledge base, New Delhi, 2010, pp. 5254. Ibid., p. 63.3The raspberry bush of gold The rise of Indias consumer market, McKinsey Global implant, May 2007, http//www.mckinsey.com/mgi/ matters/india_consumer_market/images/India_Interactive1.swf, accessed on April 11, 2011.Do2S. Ramesh Kumar and Kasturi Baral prep bed this case for class discussion. This case is not intend to serve as an endorse manpowert, source of primary data, or to show utile or inefficient handling of decision or business processes. procure 2011 by the Indian base of guidance Bangalore. No part of the publication may be reproduced or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise (including internet) without the authority of Indian Institute of Management Bangalore.This inscription is reliable for use only by Arijit Santikary at shivah shibahni Institute of Management until celestial latitude 20 13. write or broadsheet is an attack of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer lore somewhat superior Watches in the Indian circumstance pageboy 2 of 15rPostA signifi throw outt decline in the orbicular takings of watches was witnessed in 20052009, with the meretriciousnesss in 2009 at a fifth of the expected formulas. 4 This was attributed to the plummeting guide in the recession-hit markets of the United States, Japan, and Europe, among others.The support surgical incision suffered the worst, with the exports of Swiss watches falling by 22% in 2009, despite having risen to an unprecedented racy the previous year. 5 However, what was inexplicable was that while the rest of the world foundeven regular watches unaffordable, the developing markets of China and India were experiencing growth in consumer demand for sumptuosity and agio watch products.IndiaIn five years, the Indian watch market had grown at an average rate of 8% per annum. 6 The recession during 2008 2009 hindered the sectors growth, with a drop in the gross revenue of luxuriousness and premium watches, which was compensated by the growth of hoi polloi in the economy fragment. 7 Thus, despite the global trends, the pass judgment and volume figures for 2009 stood at 40.6 billion units and INR 54.6 billion, with a growth of 8.5 and 15.4% in volume and value, respectively. 8opyoIn terms of category sales, the highest share, as per value, involved watches priced between INR 500 and 3,000. The premium segmentretailed between INR 4,000 and 15,000had been maturement at an exponential rate of 20% annually. 9Low per capita consumption on the one hand and the growing demand for sumptuosity watches on the other constituted the factors that forecast the compound annual growth rates of 7.3% and 13.7% in volume and value, respectively, for the hitch 20092014. 10INDIAN WATCH INDUSTRYHistorical PerspectivetCThe Indian watch industry had its origin s in the 1960s, with HMTs Janata world launched in 1962. in the first place HMT, watches were sourced gooply from imports, and could be afforded by only a subatomic number of consumers. HMT was the first major watch manufacturer in India, and the sole native player,until Titan Industries Limiteda Tata and TIDCO joint venturewas formed in 1984, and started retailing watches in 1987.Titan, with its focus on exact oning the customers unspoken call for, gradually wrested market power and shares from HMT and became the undisputed draw in the wrist watch segment over the utmost tierce decades. The only other major Indian player was P. A. Time, with its brand Maxima, which managed to survive despite fierce rivalry. Other indigenous brands such as onlywyn, Shivaki, and SITCO failed to keep up with Titan and languished, with marginal to negligible market shares.NoIn 1992, liberalization derrieredid up the Indian market to foreign players, and Timex was the first on the scen e. It was in brief followed by Casio, Rolex, Citizen, Tissot, Omega, Rado, and TAG Heuer (the new exportimport (EXIM) policy introduced in 1999 relaxed the hitherto stiff upper bar on imports of opulence wristwatch brands). After the foreign direct regulations were changed by the government to allow up to 51% of foreign direct investment in single-brand retail operations, global brands set up subsidiaries in India with apparel brands such as Esprit, Tommy Hilfiger, Benetton, and Levis, overly launching brands of their own.Growth of IndustryDoThe Indian watch industry began in the 1960s with the public sector enterprise HMT, which was the governments initiative to start the indigenous manufacture of watches. The import industry brought in the more than appearanceable watches, but the basic need for timekeeping was satisfied by the sturdy and reliable mechanical wristwatch models4Watches in India, field report,http//www.euromonitor.com/watches-in-india/report, accessed on July 2 2, 2011. Ibid.6Ibid.7Ibid.8Ibid.9Ibid.10Ibid.5This papers is authorized for use only by Arijit Santikary at shibah shibahni Institute of Management until December 2013. Copying or posting is an onslaught of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer cognition somewhat Premium Watches in the Indian context of use foliate 3 of 15rPostmanufactured by HMT. In the absence of other brands, HMT could afford to retain goodwill despite go limited styling and choices to its customers. A few decades earlier (when HMT held a monopoly in the category), a watch was a product that anyone who had taken up a frolic aspired for. Traditionally, the penetration levels were quite low during this time the notion of a watch for the masses was diffused in the psyche of consumers only after the late eighties, when the country witnessed major lifestyle changes. The nineties enhanced this perception as many brands entered themarket following the liberalization of governmental policies.The Tata group introduced the vitreous silica watch in the 1980s under the Titan brand, and differentiated themselves on the basis of accuracy, style, choice, presentation, and vigorous push-marketing. 11 Timex, in quislingism with Titan, launched its range in India in the nineties, with a mutual understanding that the originator would keep to the low-price malleable segment, while the latter would manage the high-price metal segment.Timex positioned itself with the tagline You dont bind to be rich to afford a Timex, and was well accepted by the market. After a few years, Timex became an independent brand and set up its own distribution channels, and e coordinated as a brand associated with the sports and casual grind segment.opyoEarly in the twentieth century, many multinational players entered the market, which was made executable by the EXIM policies that raised the bar on the import of luxury watches in India.AN OVERVIEW OF THE COMPETITIONThe single largest player was Titan, with a brand share of 20.6% in 2009. 12 The next player worth mentioning was Swatch, with a relatively small share of 5.9%. 13 Timex was a relatively strong multinational brand in the market. Rolex, PA Time, Citizen, and Casio had small significant shares, and HMT was excessively present in the Indian market.Despite the posture of many brands, the market was still mainly controlled by the unorganized sector (to the tune of 65%) even in 2009. The present competition arose from the increasing foray of multinational players into the lucrative luxury segment however, the real challenge was to tackle the spurious imports being change by the unorganized sector.tCWatches transformed from time keeping instruments to style accessoriesduring the eighties and nineties owing to significant lifestyle changes this was reflected in some of Titans advertisements. Watches as fashion accessories were in competition with a variety of other products such as apparel and f ashion handbags hence, watches had to do a clearly differentiated element of perceived utility apart from fashion. 14SEGMENTATION OF THE WATCH MARKETThe watch industry could be segmented according to various criteria technology, put on, and price.NoWatches could be classified into deuce-ace kinds ground on technology mechanical, quartz analog, and quartz digital. The first went out of vogue since the bulky mechanical format did not allow for svelte design it dropped in volume shares from 7.2% in 2004 to 4.6% in 2009. The scrap kind was the largest in both value and volume, and was expected to remain the market number one wood for growth in 20092014.Digital watches suffered from the consumer perception of being low cost and lacking in style, and hence, the market for them had not yet picked up. The sales figures by value for these sub-sectors for 2009 were INR 3,000, 46,000, and 6,000 million, respectively. The major market players in these trine sectors were HMT, Titan, an d Casio, respectively.DoThe second basis of classification was benefit, and the market could be divided base on use, namely, casual, formal, and sports. Many of the brands offered some options in all three segments, but most catered only to the first two segments the sports segment remained a largely untapped segment. Nearly 35% of all watches retailed were casual, 60% were formal, and a mere 5% belonged to the sports segment.11The Titan Story, http//www.titanworld.com/titan_stories, accessed on November 29, 2010. Watches in India, Country report, http//www.euromonitor.com/watches-in-india/report, accessed on July 22, 2011. 13Ibid.14Ibid.12This document is authorized for use only by Arijit Santikary at shibah shivahni Institute of Management until December 2013. Copying or posting is an assault of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer lore about Premium Watches in the Indian conditionPage 4 of 15rPostThe watch market could be classified into economy, standard, premium, and luxury segments. 15 The mass market (i.e., the economy segment) accounted for nearly 67% of volume and 50% of value shares, and was catered to almost entirely by the unorganized sector. pop (standard), with prices ranging from INR 500 to 1,200, was the lowest range offered by the organized sector (Titan and Timex, primarily).The premium segment consisted of watches in the INR 1,5005,000 range, offered by almost all the indigenous and multinational brands. The demand from the centre of attention and upper income groups promised to be the growth driver for this segment in 20092014.opyoA better explanation in terms of consumer behavior was the third basis of segmentation as defined by Yankelovich (1964). 16 He presented a scheme for the non-demographic segmentation of various product categories, including watches. partitioning by value was considered to be particularly apt for this market. Thus, the authors arrived at three distinct segments, ea ch offering the customer a different benefit and value than the others.As was stated earlier, the watch had always been a product that appealed to make do, but the nature of the appeal and the associations related to watches changed with the changing environment. A watch or a specific brand in particular became a symbol of several associations that were in tune with the changing environment. These associations were generally glamour, fashion, sports, and fun, and the metier of these associations became pronounced depending on the respective segment toward which a brand was positioned.Lifecycle stages also mattereda school student would celebrate his/her first watch with neighbors and friends, a college student would garner attention among his/her friends with a recently bought watch, and an young executive who had been self-made in his job might reward himself with a premium watch after a few years of hard work, and also announce his arrival into a world of success to the out o f doors world. repute for bills Low/regular-priced watches that were accurate and sturdy. Owners tended to replace these when they failed.Premium watches High-priced watches, with insure longevity, excellent workmanship, and good styling. Owners were ready to pay a premium for the benefits that attended these brands. Special watches Extra benefits such as fine styling, brand name, and accessories (such as gold casings) were desired by potential drop customers. The watch, apart from being a fashion accessory, was part of a ritual gifting ceremony, and needed to encapsulate the excited benefits required to succeed.NotCSymbolic and lifestyle categories that were created in the last 20 years or so included apparel, watches, mobile phones, movable melody players such as iPods, cars, televisions, two-wheelers, and spectacles, to name a few socially conspicuous product categories brands made use of such psychological needs of consumers to position themselves, with one category ofttim es competing with another.For mannequin, a typical middle class household in India that had bought a TV (it is a well-observed fact that a TV is generally high on the purchase agenda of a middle class family) on sequence basis (the installment plan allows a consumer to pay for the purchased product over a period of time through monthly payments to the seller/retailer) might postpone buying a new watch for a student in the family who was ingress college, owing to financial pressures.Such instances would be rare in a developed market, especially with regard to the purchase of a watch. It was interesting to mention that the lower end offerings (relatively lower end to be precise, when comparingd to the price of luxury watch brands) from brands such as Titan also used glamour, romance, and reputation preference course for the positioning strategies of several of its brands (such as Titan, Fastrack, Sonata, and Ragaa). Titan was a leader in the organized quartz analog watch segme nt, and millions of pieces had been sold over the years.It was interesting to note that regardless of the price range or the benefit, watches held a symbolic appeal in the Indian contextan appeal that could be associated with the self-perception or the personality/style a consumer would the manage to project to the outside world. Luxury watches had a special appeal with regard to such an orientation among consumers.DoThe watch market in India was divided into three full(a) segments mass market(price below INR 1,000), midmarket (price between INR 1,000 and INR 10,000), and premium market (price commencement at INR 10,000). Luxury watches in turn, were categorized into three sub-segments1516Ibid.Yankelovich, D., New Criteria for Market Segmentation, Harvard Business Review, March/April 1964.This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infraction of copyright. Permissionshbsp.harv ard.edu or 617.783.7860.XYLYS Exploring Consumer Perception about Premium Watches in the Indian Context2.3.Premium watches INR 10,00050,000. This was the put where Xylys operated. The other prominent brands in this space were Tissot, Seiko, and Citizen, in addition to fashion brands such as Emporio Armani and Hugo Boss.Accessible Luxury INR 50,0003,00,000. The biggest Swiss brands such as Rolex, Omega, Longines, and Tag Heuer operated in this space.Exclusive Luxury INR 3,00,000 and above. Very high-end brands such as Breguet, Patek Philippe, Audemars Piguet, Breitling, and Hublot populated this segment.rPost1.Page 5 of 15From the blot of view of look, there were four philosophies from which brands tended to choose and occupy, namely, dress, classical, fashion, and sport. For example, among sporty watches, Tissot, Tag Heuer, and Breitling were the brands in the premium, accessible, and exclusive luxury sub-segments, respectively.LUXURY BRANDSopyoThe market for luxury watches was es timated to be 3% of watch retail, and was growing at almost 20% annually, which was more than doubly the growth rate of the entire market. 17 Luxury brands were priced above INR 15,000, and primarily included imported brands offered by multinational players, such as Omega, Rado, Longines, Tag Heuer, and Tissot. Titan was the only Indian brand in this sector contemporaryly, with Xylys at the luxury end of its portfolio. Personal interviews with some managers at retail outlets suggested that the competition to the Xylys brand was from established brands such as Seiko and Tissot. 18The main consumer of luxury brands was the new generation executive, who was set to move toward the prime of his/her career, and who had a groovy reek of brand consciousness. These included an increasing number of young and middle-aged professionals in the upper strata of focal point in corporate houses, and also Indians who belonged to the higher(prenominal) socio-economic strata and had a penchant for luxury products. The major consumers of watches in the luxury segment included CEOs and senior professionals in their thirties and forties, new generation entrepreneurs, and young working professionals.tC in(predicate) brands sold because they positioned themselves base on the benefits they offered to those who deplete them such benefits could be functional, symbolic, or experiential. 19 brand name concept management 20 stated that for long-term success, the brand image needed to be based on a brand-specific abstract concept. The authors felt that such an orientation would help the long-term plans of luxury watch brands.NoFunctional brands provided tangible and practical benefits, and satisfied the real need for the product. grunges needed to necessarily satisfy functional needs, since these were the hygiene factors for acceptance in this category. Symbolic brands, on the other hand, catered to the consumers preference for brands that matched their own selfconcept 21 and thei r symbolic needs for self- boldness, prestige, and the enhancement of self-image and sense of belonging. Experiential brands satisfied the owners need to understand arresting pleasure, variety, or cognitive simulation.Luxury watches were bought for their symbolic and experiential benefits as argue to their functional ones. The selling points were the status and sophistication that the brand denoted when worn by the owner although aesthetic appeal and durability were important, precision and price were not.DoHence, the positioning diagrams for luxury watches would need to be based on factors such as status, prestige, and ego gratification.The methodology was derived from earlier studies on the positioning of brands. 22 Three sets of questionnaires were used to record the respondents opinions on brands, adjectives and phrases related to brand symbolism, and more indepth queries regarding the characteristics of brands and their users. 17Watch industry in India to grow at 9%, India I nfoline News Service,February 5, 2010. Interviews with Viraj, sort Manager, World of Titan at Brigade Road, Bangalore and Saumya, Branch In-charge, Titan (multi-brand outlet) outlet at Jayanagar 4th Block, Bangalore.19Park, C. W., Jaworski, B. J., & MacInnis, D. J., Strategic Brand Concept Image Management, Journal of Marketing, Vol. 50, October 1986, pp. 135145.20Ibid.21Malhotra N. K., Self Concept and Product Choice An Integrated Perspective, Journal of sparing Psychology, Vol. 9, 1988, pp. 128. 22Bhat, S., & Reddy, S. K., Symbolic and Functional Positioning of Brands, Journal of Consumer Marketing, Vol. 15, No. 1, 1998, pp. 3243. 18This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an ravishment of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer Perception about Premium Watches in the Indian ContextrPostMETHODOLOGYPage 6 of 15The objective of the get was to analyze and link several aspects of consumer behavior, and to compare users and non-users of premium watches. Three sets of questions were prepared. One set of questions dealt with the selfconcepts of consumers, another was about the brand personality aspects of their watches, and the last set of questions was related to thepsychographics of individual respondents. Non-users were respondents who were potential buyers of premium watches in the near future. Scales were drawn from several resources uncommitted in the extant literature. 23Forty current users of premium watches and forty potential users (prospective buyers) of premium watches were administered the questionnaire in April, 2011 in Bangalore, India.opyoExhibits 1, 2, and 3 were associated with self-concept, brand preferences along with personality traits, and the activities, interests, and opinions (AIO) of potential users of premium watch brands. Exhibits 4, 5, and 6 dealt with the same factors of the present users of premium watch brands (self-concept, brand preferences along with personality traits, and AIO).The description of the positioning strategies of the various brands presented below is based on the authors perception of the advertisements of the respective brands.XYLYSXylys was a premium Swiss-made watch brand from the house of Titan in India. Priced between INR 10,000 and INR 33,000, the Xylys range of watches was available in three collectionsContemporary, Classic, and Sportand offered over 60 distinctive models. Xylys was available at select World of Titan showrooms, key multi-brand outlets, and at exclusive flagship boutiques in select cities.tCXylys targeted the lower spectrum of the luxury watch segment. Titan, which was the market leader in the mid-price segment in India, felt that the upper end of their target customers was moving towards iconic global premiumbrands.The designs were created in collaboration with renowned Swiss designer Laurent Rufenacht, and Titans own design advisor, Michael Foley. It was manufactured in a state-of-the-art factory in Switzerland, which had a heritage of over 80 years in the art of watch-making. All Xylys watches were created with exquisite guile and impeccable detailing, were painstakingly made from carefully selected materials, and were crafted with a passion for detail.No epoch carefully analyzing the consumer behavior of customers of premium watch brands, Titan found that consumers were passing influenced by the country of origin association. Consumers love the Swiss-made tag, and there was a huge association of quality, precision, premium, etc. with this tag. The insight was that it would be difficult for an Indian-made tag to impress the target segment.DoThe name Xylys was knowing to bind only two syllables, a distinctive name in itself. The brand charter aimed to convey style, situation, and power. Xylys was created for new generation strikers who went beyond the obvious. Xylys reflected their values, attitu des, and unique personal identities. The brand was targeted at todays people, both men and women, who were supremely confident and conscious of the image they projected.These individuals actively sought new and unconventional experiences. Xylys, with its unique positioning of the Power of X, underlined the power of ones attitude. This attitude stemmed from a persons self-belief, which enabled one to achieve success through a passionate pursuit of ones dreams. Xylys was launched as a contemporary brand targeting upwardly mobile, successful men and women. The brand segmented the market based on psychographic profiles. 23Tian, K. T., Bearden, W. O., & Hunter, G. L., Consumers pick out forUniqueness Scale Development and Validation, Journal of Consumer Research, June 28, 2001, pp. 5066 Netemeyer R. G., Burton, S., & Lichtenstein, D. R., character aspects of Vanity Measurement and Relevance to Consumer Behavior, Journal of Consumer Research, 21, March 1995 Schiffman, L. G., Kanuk, L. L ., & Ramesh Kumar, S., Consumer Behavior, 10th Ed, Pearson Education, p. 143.This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer Perception about Premium Watches in the Indian ContextPage 7 of 15rPostXylys defined its customers as contemporary, dynamic, successful people who had attitude and confidence. The brand commanded to celebrate their success with them. The customers of Xylys were highly individualistic persons who did what they loved. These people would love to tell themselves and show their success to the world.The three brand ambassadors of Xylys came from varied fields and represented the attitude of the new generation achievers. Actor Rahul Bose (ad), international supermodel Saira Mohan (ad), and tennis star Carlos Moya embodied the attitude of sprightliness life fearlessly on the ir own terms, with a passion to obey their dreams.Speaking at the launch, brand ambassador Rahul Bose said, Like every exposure I choose to be a part of, I bring forth chosen to endorse this brand after careful thought. I can only support those products that I am fully convinced about. It is an fire new brand from Indias leading watchmaker with an identity that reflects the attitude and values that I consider importantbold, unconventional, and distinctive.In 2010, the brand changed its positioning from Symbol of Success to Feeling of Love. The brand talked about falling in love with Xylys. Xylys ran a persist reflecting the new positioning, which was a significant excursion from the core positioning of the brand. The entire brand personality of Xylys was changed in the current campaign.opyoThe new identity reflected the attitude, lifestyle, and personality of the new generation consumer. You dont possess a Xylys, it possesses you this reflected incorrect desirability of the b rand. The new creative expression was carefully designed to reflect the effect Xylys watches had on their consumers. It was this aspect that created an irrational desire to own the watch, strongly backed by the rational reasons, namely, that Xylys came from the house of Titan and was Swiss-made.After the launch in 2006, the brand saw the volume of sales doubling between 20062007 and 20072008, and sales grew at about 33% since then. In terms of value, Xylys grew at a compound annual growth rate) of 54%. Exhibit 7 displays an Xylys advertisement.TISSOTtCTissot, with its signature Innovators by Tradition, pioneered craftsmanship and innovation since its foundation in 1853. Tissot was a member of the Swatch Group, the worlds largest watch producer and distributor. For over 155 years, the company had its star sign in the Swiss watch-making town of Le Locle in the Jura Mountains, and in 2011 had a presence in over 150 countries.As official timekeeper and coadjutor of the International B asketballFederation, the Australian Football League, the Chinese Basketball Association, and MotoGP, and the World Championships of cycling, fencing, and ice hockey Tissot was committed to respecting tradition, underlining its core values of performance, precision, and setting new standards.NoThe different collections of Tissot included Touch, Sport, Trend, Classic, Gold, Pocket, and Heritage and the price spectrum was much wider than that of Xylys, application program both the affordable luxury and the premium luxury segment with ease.The Indian brand ambassador for Tissot was movie star Deepika Padukone, daughter of a former badminton world champion. Her Tissot watch was projected as a symbol of luxury and glamour complementing her multi-faceted lifestyle. The similarities between her personality and the Tissot brand were captured in the brands advertisements We are both adventurous, sophisticated and classy, yet very approachable.DoTissots subsequent advertising campaign revolve d more or less the theme In Touch with Your Time. In its revolutionary new global campaign based on this theme, Tissot used a series of executions featuring brand ambassadors who presented luxury as being accessible rather than exclusive. The brand attributed its success to the trust customers all over the world had in the quality and pleasure offered by Tissot timepieces.Millions of wearers plainly refused to compromise, and the campaign specifically congratulated them on their discerning selection of a classy Swiss-made watch. The campaigns approach focused on the idea of meat (the unquestionable quality attached to traditional Swiss craftsmanship) and style (a authentically good-hearted watch design).This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is aninfringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer Perception about Premium Watches in t he Indian ContextPage 8 of 15rPostThe new global Tissot campaign captured real moments in the lives of its ambassadors where reality seamlessly merged with glamour. A variety of locations that were local to the ambassadors (e.g., Deepika Padukone in Mumbai, India) were used for the shoots, which enhanced the campaigns integral authenticity.SEIKODoNotCopyoSEIKO Watch India semiprivate Limited is a 100% subsidiary of SEIKO Watch Corporation, Japan set up in 2007 it is headquartered in Bangalore. Over the years, SEIKO has established its leadership position in a number of countries. Backed by such experiences and with India being one of the prioritized markets, the brand is expected to bring its total SEIKO brand experience through its flagship stores that will also provide good customer service.24 The brand is available at several higher-endmulti-branded watch outlets in the country. SEIKOs technological development is focused on the creation of emotional technologies 25. While the b rand may be positioned below Tissot or Xylys (based on the poster of price points at retail outlets by one of the authors), the brand is possible to be perceived as a brand with strong value given its heritage of technology and innovation.2425http//www.seiko.in/corporate/india.html accessed on October 26, 2011 http//www.seikowatches.com/story/index.html accessed on October 26, 2011This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.Exhibit 1Page 9 of 15rPostXYLYS Exploring Consumer Perception about Premium Watches in the Indian ContextSelf-concept (Potential users of premium watch brands)I would feel disconcert if I was around people and did not look my best.3.775It is important that I always look good.3.275People notice how attractive I am.3.675My looks are very appealing to others.I want others to look up to me beca use of my accomplishments.3.0753.0754.15Achieving great success than my peers is important to me.3.475opyoI am more concerned about professional success than most people I know.3.575In a professional sense, I am a very successful person.3.825My achievements are highly regarded by others.3.4Others wish they were as successful as me.3.675I am a good example of professional success.3.25I frequently look for unique products or brands so that I create a style that is all my own.3.225The products and brands that I like best are the ones that express my individuality.3tCI want my achievements to be accepted by others.3.375I enjoy challenging the prevailing taste of people I know by buying something radical.2.95I often speak out of the things I buy and do in terms of how I can use them to shape a more unusual personal image.3.05NoI rarely act according to what others take are the right things to buy.When a product I own becomes popular among the general population, I use it less.2.625C oncern for being out of place does not prevent me from wear what I want to.2.85Source The results were based on the questionnaires administered to users and non-users of premium watch brands.Do watch The statements were metric on a Likert scale ranging from strongly Agree to strongly differ for each respondent, and the values were coded as powerfully Agree = 5, Agree = 4, Neither Agree nor discord = 3, take issue = 2, and strongly disaccord = 1. The mean values were the average of the same across all the respondents.This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.Exhibit 2Page 10 of 15rPostXYLYS Exploring Consumer Perception about Premium Watches in the Indian ContextBrand and user personality (Potential users of premium watch brands)Brand Factors drug user Factors3.525Up-to-date3.525Reliable4.075Reliable4.12 5Down-to-earth3.65Down-to-earth4 downright3.8 unspoilt3.85Daring3.125DaringSpirited3.775Exciting3.625imaginative3.7 sure-fire3.825Upper class3.325Tough3.2opyoUp-to-date3.83.675Exciting4.05Imaginative3.975 successful3.625Upper class3.5Tough3.5tCSpiritedSource The results were based on questionnaires administered to users and non-users of premium watch brands.DoNoNote The statements were heedful on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents.This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.XYLYS Exploring Consumer Perception about Premium Watches in the Indian ContextPage 11 of 15rPostExhibit 3Activities, interests, and opinions (Potential users of premium watch brands) When I must choose between the two, I usually dress for fashion, not for comfort.3.25I try to arrange my crime syndicate for my childrens convenience.2.975I take a lot of time and perspiration to teach my children good habits. I like parties where there is lots of euphony and conversation. I would rather go to a sporting event than a movie.I like to work on community projects.2.853.0753.4253.43.7I speak out I have more self-confidence than most people.2.55I am more independent than most people.3.725I think I have a lot of personal ability.3.8I like to be considered a leader.3.95opyoI have personally worked in a political campaign, or for a candidate, or for an issue.3.7I sometimes influence what my friends buy.3.85People come to me more often than I go to them for information about brands.3.5tCMy friends or neighbors often come to me for advice.3.25I spend a lot of time talking with my friends about products and brands.3.575I would like to spend a year in London or Paris.3.175I would like to take a trip arou nd the world.3.825I will have more money to spend next year than I have now.4.375I spend more than an hour everyday reading the newspaper or notice the news.4.025I like to meticulously plan for future nest egg and expenditures.3.175NoI often seek out the advice of my friends regarding which brand to buy.DoSource The results were based on questionnaires administered to users and non-users of premium watch brands. Note The statements were deliberate on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents.This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.Exhibit 4Page 12 of 15rPostXYLYS Exploring Consumer Perception about Premium Watches in the Indian ContextSelf-concept (Present users of premium watch brands )I would feel embarrassed if I was around people and did not look my best. It is important that I always look good.People notice how attractive I am.3.3253.753.45My looks are very appealing to others.I want others to look up to me because of my accomplishments.I am more concerned about professional success than most people I know.opyoAchieving greater success than my peers is important to me.I want my achievements to be recognized by others.In a professional sense, I am a very successful person.3.4253.653.753.9254.2253.65My achievements are highly regarded by others.3.6Others wish they were as successful as me.3.4I am a good example of professional success.3.73.225The products and brands that I like best are the ones that express my individuality.3.325tCI often look for unique products or brands so that I create a style that is all my own.I rarely act according to what others think are the right things to buy.2.752.925I often think of the things I buy and do in terms of how I can us e them to shape a more unusual personal image.3NoI enjoy challenging the prevailing taste of people I know by buying something radical.When a product I own becomes popular among the general population, I use it less. Concern for being out of place does not prevent me from wearing what I want to.2.8253.2Source The results were based on questionnaires administered to users and non-users of premium watch brands.DoNote The statements were metric on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents.This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.Exhibit 5Page 13 of 15rPostXYLYS Exploring Consumer Perception about Premium Watches in the Indian ContextBrand and user personality (Present users of premium watch brands) Brand FactorsUser FactorsUp-to-date3.775Up-to-dateReliable4.275Reliable3.84.0253.35Down-to-earthHonest3.95Honest3.925Daring3.6Daring3.675Spirited3.75Exciting3.95Imaginative3.925Successful4.125Upper class3.975Tough3.9753.65opyoDown-to-earthSpirited3.875Exciting3.9Imaginative3.6SuccessfulUpper classTough3.7253.73.625tCSource The results were based on questionnaires administered to users and non-users of premium watch brands.DoNoNote The statements were measured on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents.This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.Page 14 of 15rPostXYLYS Exploring Consumer Perception about Premium Watches in the IndianContextExhibit 6Attitudes, interests, and opinions (Present users of premium watch brands) When I must choose between the two, I usually dress for fashion, not for comfort.2.775I try to arrange my home for my childrens convenience.3.725I take a lot of time and confinement to teach my children good habits. I like parties where there is lots of music and conversation. I would rather go to a sporting event than a movie.opyoI like to work on community projects.3.953.0753.2253.325I have personally worked in a political campaign, or for a candidate, or for an issue.1.725I think I have more self-confidence than most people.3.625I am more independent than most people.3.975I think I have a lot of personal ability.3.775I like to be considered a leader.4.125My friends or neighbors often come to me for advice.tCI sometimes influence what my friends buy.People come to me more often than I go to them for information about brands.3.753.3253.32.95I spend a lot of time talking with my friends about products and brands.2.875I would like to spend a y ear in London or Paris.3.175NoI often seek out the advice of my friends regarding which brand to buy.I would like to take a trip around the world.I will have more money to spend next year than I have now.4.23.9253.75I like to meticulously plan for future savings and expenditures.3.65DoI spend more than an hour everyday reading the newspaper or watching the news.Source The results were based on questionnaires administered to users and non-users of premium watch brands.Note The statements were measured on a Likert scale ranging from Strongly Agree (5) to Strongly Disagree (1) for each respondent. The mean values were the average of the same across all the respondents.This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.Page 15 of 15rPostXYLYS Exploring Consumer Perception about Premium Watches in the Indian ContextExhibit 7 DoNotCopyoAdvertisement for XylysThe authors would like to thank Mr. Manoj Chakravarti, elder Advisor, Ms. Superna Mitra, Head, Global Marketing, Titan Industries Limited and Prof. Dinesh Kumar, Chairperson, Research & Publications, IIM, Bangalore for the support provided to this case study initiative.This document is authorized for use only by Arijit Santikary at Siva Sivani Institute of Management until December 2013. Copying or posting is an infringement of copyright. Permissionshbsp.harvard.edu or 617.783.7860.

Product, Price, Promotion & Placement Essay

merchandise, Price, Promotion & billetNow that we have analyzed our merchandising research and we have identified our potential target markets as organism in the young adult to ticker age adults and from the lower middle class and upward income bracket it is time to develop our means to r to each one into these markets and ripen IPT. How we target these markets is a series of techniques known as carrefourion, pricing, promotion and placement. We also know from the research that 35% of our clients would buy from a store antecedent, 30% would put together online or from a catalog, and our business organisation customers would place direct orders. ProductIn the 4 Ps intersection point is the overhaul factor beca h elder this is what we sell and what we need to put in front of our customers. Our best products be always those that are unique or have a circumscribed niche market that does not have as much or less competition in the market. We have a special secure coating for our popcorn that sets us apart and this each(prenominal)ow for be our lead product. Packaging of our product is especially important with a food cogitate product. We want to emphasize the uniqueness and we want it to show, so we allow enjoyment a clear bag with an Old Fashioned label that leave alone be very appealing and desirable, our popcorn ordain look best unopened sitting on someones counter or table at home or in the office.PricingBecause our product is unique we cigaret demand a higher price than the separate run of the mill popcorn producers. As a premium product we also establish IPT as the premier high end popcorn treat producer. Our pricing will also stay well inwardly the range of other high end products. The rest of our product lines will be priced within the average range of other similartreats. batch business orders will be discounted and our sales to the national flower and endue handbasket high society will be wholesale allowing for mark up on res ale. PromotionPromotion of our products will be three line and very targeted. First we will increase the number of store front steads in the areas with the best demographics and remember the most important rule for a retail business location, location and location. This will put IPT solidly in the market area and the presence will give our brand the brick and daub support as is done by Barnes & Noble, Inc. From all of our shopfront locations we will promote the IPT website for online ordering and placing orders with the national flower and gift basket company to send our products to friends and relatives across the nation and beyond. We will have to set up a strong website and we will use a professional hosting supporter to product the secure ordering, catalog creation and other site merchandise features such as printable coupons for ordering that can be utilize at the brick and mortar store fronts. The website will also allow our business customer to place their orders and tr ack the shipment. We will be utilizing search locomotive registration and promotion to make sure we pop on all searches with key words like popcorn, gifts, treats, cookies, sweets and coated to name a few. PlacementGetting the product in front of or visible to the consumer is essential, the old saying is that if you have a great product then you must be able to supply that product when the customer wants it and where they want it. client service and product availability are everything to the customer. We will rarify into each market area such as Philadelphia by establishing a storefront and a small warehousing operation to handle the daily ordering, expatriation and support for the market area. The store fronts will produce the product topical anaestheticly for retail and shipping within their market area so the product is fresh and doesnt age. Our warehouse will stock mainly supplies for the issue lines at the store front. A good example is Krispy Kreme, Inc. which uses each location to bake the donuts and then deliver to local vendors such as toilet facility stores, restaurants, events and other functions. We must be able to support the markets we are targeting.Consumer CharacteristicsFrom personalized experience and as reflected in our market research most consumers elect to purchase perishable consumables at a local store and we will need to entice our targeted consumers to come to the store fronts or to order online in one case they have tasted and enjoyed our products. Much like Starbucks whose coffee shops sell a ken of items not related to coffee we must consider adding the intrinsic items that our customers would keep an eye on interesting such as free wireless internet price of admission from each storefront. This feature would also help us promote our website and expand our customer base. We must continue to collect feedback from all of our market areas and customer to make sure we keep our product fresh and exciting. Distribution and developing impactsAs we grow we must make sure we have the cornerstone to supply our new markets and that our suppliers are aware of the expected increases in quantities we order and that they are able to keep up. We should also expect discounts for high mountain orders. Centrally we will supply the national flower and gift basket company and the local market place. Our store fronts will supply their local markets to include internet orders, business orders and retail sales. SummaryWe will use all of this information provided today to continue our development of the marketing plan for IPT. I hope we have answered your questions and put to rest your doubts. If I can be of assistance in answering any other questions you tycoon have please let me know as soon as possible.References(Pereault William D McCarthy E Jerome 2006 Essential of merchandise A Global-Managerial Approach)Pereault, William D., & McCarthy, E. Jerome (2006). Essential of Marketing A Global-Managerial Approach (10 th Edition ed., Rev.). New York, New York McGraw-Hill/Irwin.