Segmentation, Targeting and Positioning a comparison of strategies Essay

Segmentation, Targeting and Positioning a comparison of strategies employed by Nivea in the UK and in Thailand now and potential direction for the future - Essay Example Nivea has the ability to appeal to a wide range of consumers. Nivea marketers use market 'Segmentation Strategy' to communicate with consumers. Advertising and promotional activities target consumers' perceived needs. According to Superbrand(2006): "In the UK, four million people use a Nivea Skincare product everyday". Nivea users comprise about 6.8% of UK population. Mintel (2006) argued that the "Potential Consumers" of Nivea products comprise approximately 8% of the population. Mintel (2006) indicated that Nivea is likely to concentrate its marketing on large cities. This target population has a high potential to be loyal buyers of Nivea Skincare products and would most probably buy Nivea products over other products. For example, the major city of London has a population of seven million people and is measured to have 12.2% penetration of the Nivea brand. Nivea marketers target marketing communication generally focuses on women who purchase skincare products for themselves and their families. This target market segment would most probably be readers of advertisements and internet users. In addition, women who are loyal Nivea users would be more willing to try new products under the Nivea brand. Since Nivea launched several innovative new products they have recategorized some of its products. The nourishing, tanning and firming products have been moved into the new and rapidly growing gradual tanning segment. This coincided with the launch of "Nivea Body Sunkissed Skin", a daily moisturizer that helps firms the skin. (Superbrand, 2006) According to IRI sources (2006) "the fastest-growing segment is body care with an annual increase of 29%, mainly attributable to the new gradual tanning segment. Their interest is in the target market that consists of consumers who sun-bathe and those who enjoy adventure sports. It is believed that this target market segment is interested in trying new products related to sunbathing and adventure sports. Age Group & Gender Beiersdorf annual review (2005) indicated that Nivea skincare product users ranged in age between 18-35 years of age. This is about 12 million people in the UK. In 2006 Nivea launched a new sunscreen in the UK. The product advertising states that it provides "immediate protection for children in spray and lotion formulations, forming part of the new Nivea sunscreen for children SPF 50+" (Superbrand, 2006). Nivea has expanded significantly and provides products for younger consumers. They believe that by the time the consumers are over 30 years of age they have become a part of their premium brand consumer market. This transition takes place because this market segment has grown up believing that the Nivea premium brands will help keep their skin young and healthy looking. This market segment looks for products that will help their skin look and feel younger for a longer period of time. This group never stops looking for the best quality products suitable for their age and skin types. (Mintel, 2006) Most male consumers become loyal customers because they are not likely to change their products as often as women do. Income Group Resources indicate that Nivea consumers earn an income from 10K to 35 per month which rates on 'Starting and Basic' of taxable brands. In comparison to other skincare products marketed on the same shelf,

Wrong Site Surgery Case Study Example | Topics and Well Written Essays - 750 words

Wrong Site Surgery - Case Study Example Structurally, health care sectors lack definite constructs on safety evaluations in patient treatment and interventions; unfortunately, deficits in evaluative efforts to foresee improvements in health teams’ â€Å"ongoing knowledge, or use of a policy to avert...future adverse event† (Michaels et al., 2007, p. 526). Much as the truth hurts, strong commitment in both government and private health sectors are insufficient in fighting for the rights of public to safe and quality health treatment. Admittedly, variety of health organizations are already aware of discrepancies in surgical errors and are now setting guidelines for marking safeguards against negative health impacts of negligence in professional practice. Among the external agencies concerned on quality clinical practices in all medical areas are Healthcare Organizations (JCAHO), the National Patient Safety Initiative, the American College of Surgeons (ACS), the New York State Department of Health (NYS DOH), and the Agency for Healthcare Research and Quality (AHRQ). They are of different organizational team, but are united in setting specific benchmarks that address problems in the surgical environment, especially with rampant errors in wrong-site surgery. In import, clinical monitoring is initiated by JCAHO, series of investigations are conducted on the increasing malpractice complaints and reviewed 150 relevant cases to determine its root causes. Majority (66%) of results are pointed on errors in surgical site (The Joint Commission, 2001). The outcome affirms rising cases of wrong site surgery in clinical institutions. To relieve from government pressures, above-mentioned health organizations generated their own version of clinical practices that address the problems with wrong-side surgery in all institutional categories. Consistently integrated in internal institutional policies, suggested implementation strategies to prevent further surgical damage include â€Å"marking the surgical site and involving the patient in the marking process, creating and using verification checklist...obtaining oral verification of the patient, surgical site, and procedure...by each member of the surgical team, monitoring compliance with these procedures...(and as part of verification) surgical teams consider time-out† (The Joint Commission, 2001, p. 2). Most consider such actions as universal in protocol, and almost every hospital adapt these as protective program measures for safety and quality surgical interventions. In prudent ways, the multiple dynamics in verification process in pre-anesthesia period, and even prior to actually starting the surgical procedure, through the â€Å"time-out† process of pausing to review before initiating an incision on the site, seemed prudent strategies to give the surgical team every opportunities to confirm whether the right site had been indicated and marked by the surgeon-in-charge. Subtly, every action denote a number of communi cation patterns, in verbal, written and demonstrative means, that constantly reminds the health team that what they are surgically embarking is clinically appropriate. In such cases, the series of clinical prompts are not enough, especially when internal culture dictates barriers in communication, as extensively translated in overt behaviors from authoritative surgeons down to circulating nurses. In particular, the case sample on an elderly man indicated for left-side biopsy, which ended up as victim of wrong site sur

Examining Alternatives to Globalization Essay Example | Topics and Well Written Essays - 750 words - 2

Examining Alternatives to Globalization - Essay Example Economically, globalization has had the positive impact of reducing poverty. This has been through inventions which are established in the poor countries by the developed countries. The inventions create employment and at same time provide various products in the market. Socially, immigration of foreigners in the developing countries has led to improved cultural practices. Politically, globalization has led to countries adopting better ways of governance through corporations with other countries (Chan, 2002). For instance there is an increase in gender equality as many countries have had increased number of women in parliament. As opposed to the supporters, the opponents of globalization argue that globalization has led to many negative effects in the world. According to them it has led to the poor countries being poorer due the increasing price of commodities. Supporters of globalization have celebrated the increased consumerism that has resulted from access to the global market. Through globalization, different countries have been able to consume different item which are not even produced in their countries. For example in East Africa people are able to drive vehicles not made in Japan and other parts of the world. This has been made possible through the increased corporations around the globe such the trade unions. Developing countries have been adopting consumption models of the western countries. This is because their models of consumption have been the driving force in developing countries’ market liberation. As a result of globalization the worlds economy has always been on the increase .For instance community obligations associated with globalization have reduced incidences of poverty in the world. According to Chan (2002), over the last thirty five years the third world countries have made a significant progress in poverty reduction.

Criminal Law. Problem Question. R v Danny Johnson Essay

Criminal Law. Problem Question. R v Danny Johnson - Essay Example The burden of prove lies on the shoulder of the defendant concerning cause of death of the victim. Here, mentioned points are worth consideration: a) whether the defendant responsible for the victim's death b) can he be caught in accordance with law c) whether the victim’s death cause of inflicted injury or some other intervening act d) whether the victim receive proper medical treatment e) whether the attempted escape of defendant cause victim’s death. In this respect we may cite here the case of R v White [1910] 2 KB 124. The defendant diluted poison in his mother’s glass but she died due to heart failure. The cause of death was heart failure and not the intake of the poisonous drink. He was tried and convicted of attempted murder2. In another case of R v Smith [1959] 2 QB 35, it was held that the defendant's operating and substantial cause of death is the cause in Law. There are circumstances wherein the intervening acts of the defendant attributes to the caus e of death of a victim. As per law, defendant cannot be accountable provided the victim died due to the acts of other’s misdeed. It does not mean that in every case of intervening acts that cause the death of a victim, defendant will be absolved from its liability. Following grounds can be considered to get hold of the defendant causing death of a person: a) if the death caused to multiple reasons wherein the defendant’s role was operating and substantial, he / she will be liable for punishment under the law. Let us examine the case of R v Malcherek (1981) 73 Cr App R 173. Wherein the woman had received fatal injuries for which she had to place on the life supporting machine. Taking into account the clinical death and found no hope of recovery, doctors decided to disconnect the life supporting machine that caused her to death within half an hour. The defendant charged with attempted murder, tried and awarded death sentence. He subsequently went on to appeal against the judgment of the trial court to the Court of Appeal on the plea that the doctors had broken the cycle of life by deliberately switching off the life supporting machine. The plea was dismissed. It was held by the Court of Appeal that since the operating and substantial factors involved that cause the death of wounded woman which was initially inflicted upon by the defendant. The court was of the view that since the role of life supporting machine was confined to keep the injuries in suspension, therefore, as soon as the machine went off the original wounds came on the surface causing death of wounded woman3. Apart from the above, the badly wounded person may succumb to injuries as a natural consequence of the defendant acts. In the mentioned scenario the defendant got hold of death. Suppose a person is attacked and left in the lurch on the road side. The attacker will be liable for punishment if the wounded person dies of oozing out blood, for infectious wounds of him, run over by th e speedy vehicle. The other way round, defendant would not be accountable provided he / she killed by another murderer or killed under the debris of a collapsible building due to hell of a tremor. Nonetheless where Human intervention meant for self-preservation / in execution of a legal duty does not hamper the chain of cause of incident. Study of the case of R v Paget (1983) 76 Cr App R 279

Different phases of the project life cycle require a flexible approach Essay

Different phases of the project life cycle require a flexible approach in leadership style and skills - Essay Example Whenever we talk about the methods implicated in the project management we in general refer those methods towards the management of people as well as resources. The management of people is the management of workers. Management of people guides us about the roles and duties that a worker can perform in a project for making a project successful. It also guides management what type of staff should reserve for a specific project (Kerzner, 2003). A project manager or leader plays an important role in the success and failure of a project. This paper explains different leadership tactics and qualities during the different life cycle stages of the project. This paper explains the contemporary leadership traits, skills, and behaviors principles, comprising interesting developing views in the changing project life cycle stages, It has placed the gap between extant theory and leadership in technology projects lacks practitioner reflection-in-action, in that existing literature does not prove wh at effective global project managers actually do within the dynamic situational context of multiple competing demands. First of all we will discuss the qualities of a leader, the important point to mention is that: this section will discuss the project’s manger or leader’s project handling qualities, tests and important abilities that he must have in the changing environment. Then next section explains the different qualities and project management styles those are necessary for the project in the each life cycle stages of the project. The last section contains the conclusion and references. Suggested different project management approaches are correct for different stages of project (Kenneth, 1998). This would suggest that different project management styles, and thus different competency profiles and leadership styles for the project manager would be appropriate for different phases of project. Why we emphasis the leadership or its qualities, the

Impact of Market Imperfections on International Capital Markets Essay

Impact of Market Imperfections on International Capital Markets - Essay Example This paper makes an assessment of the impact of the market imperfections on the functioning of the international capital markets. The perfect market is an economic model which describes a hypothetical market condition in which no producer or consumer has an absolute control to influence the prices. As laid down by the concept of Pareto efficiency a perfect market model would eventually lead to a totally efficient outcome. The theories of demand and supply have been evolved using the analysis of perfectly competitive markets. Efficient allocation and use of resources and maximization of social welfare characterize the perfect market equilibrium (Writing Campus). The perfect market model assumes the presence of certain conditions which make the prices move towards economic equilibrium instantaneously. However these conditions are to be treated as sufficient but not necessary conditions. In a perfect market there exist a large number of small producers and consumers. Because of their relative sizes the actions of these players do not have any significant impact on the others. The prices are set by the market and the firms represent only price takers (Writing Campus). In the perfect market model the goods and services represent perfect substitutes to each other. All the firms in the market sell identical products and there is no product differentiation among the individual products (Writing Campus). Perfect and Complete Information All the players in the market have perfect and complete information about the prices and the activities of other players in the market. The prices set by different firms in the market are known to all the players (Writing Campus). Equal Access One of the major assumptions in the perfect market model is that all the firms in the market have equal access to production technologies and resources, since the technologies and resources are considered to be perfectly mobile (Writing Campus). Free Entry There are no restrictions on the entry to or exit from the market for any firm. The firms may enter and leave the market as they wish and such exit will not have any additional burden on the firms. There is the existence of complete independence in the market that the individual buyers and sellers act independently of each other. The market is structured in such a way that there is no scope for a group of buyers and sellers to join together to influence the prices for their common interest. In other words there is no possibility of cartels or collusion in a perfect market model (Writing Campus). Apart from the above conditions there are certain other behavioural assumptions which also form the basis of a perfect market model. They are: It is the objective of the consumers to achieve maximum utility and the objective of the producers is to maximize their profits. The perfect market model is subjected to severe criticisms on the ground that the model is too simplified and the simplifications are irrelevant and inappropriate to describe the kind of society, market etc. This model can be regarded as a description of one type of market structure with most of its assumptions getting violated in the real world. For instance the firms may not have perfect information about each other. The usefulness of perfect market mo

Assessment 2 Case Study Example | Topics and Well Written Essays - 1500 words

Assessment 2 - Case Study Example The indication is known as offer. An offer is an explicit or implied conduct by the offeror which indicates his willingness to commence a legal relationship with the offeree (Smith V Hughes). An offer must be accepted by the offeree. Acceptance creates a consensus ad idem which is the meeting of two minds and a binding contract is formed. The acceptance of an offer must be communicated by the offeree to the offeror. Communication of an acceptance is in different forms. However, acceptance through post comes with distinct rules. In Adams V Lindsell (1818), it was established that once an acceptance is posted by the offeree, there is a binding contract. In this case, Watertankz appears to be a business that deals with items Harry was interested in. After the contact between Harry and Watertankz, Watertankz made an explicit offer by telling Harry that they had the tanks he wanted and showed him how to make the purchase. This is a valid offer and Harry had the right to follow it up with an acceptance or not. Making such an offer in itself is an intention to create a legal relationship. According the the elements of contract law, Harry accepted the contract and this created a binding contract which effectively prevents Watertankz from revoking the contract without penalties. This is because according to the postal rule, an acceptance is made hence a binding contract is formed the moment an offeree posts his acceptance to the offeror. This therefore means that Harry gained legal rights the moment he mailed his acceptance to Watertankz. The offer made by Watertankz was accepted by Harry. This means that it is not legal for Watertankz to revoke the contract or opt out without incurring damages. The fact that prices are rising is not material in this sense. This is because Watertankz made the offer as an informed party and in this case, the concept of caveat emptor which requires them to be