Should China's neighbours be concerned that 21st century China will Essay

Should China's neighbours be concerned that 21st century China will revert to Middle Kingdom dominance over them based on Chin - Essay Example It is a country with a great vision and focus and while its neighbors term it as a small a nation, its upcoming dominance might shake the world. The world has been under the influence of the current super powers who reign on the basis of their world war two military prowess. Their dominance is based on past events and the mindset that other small countries are inferior in their cultures and forms of governance. But according Martin Jacques believe Europe and the United States will eventually watch as China rises to power while their dominance and influence declines (Martin, 2009, Pg. 99). China has set its eyes to greater achievements by mobilizing the entire nation to move as one family towards a common goal. With great development policies the economy of China has been on the record in the past decades for its significant growth. It employs different mechanisms that are very outstanding and free from Western influence. Though the Western countries still relate the country to its pa st failures in terms of lack of their style of democracy, poor standards of environment conservation and tribal affiliations, China has picked herself from its past inequities to a more transformed nation. But their attitudes have diverted the Western nations understanding of China in its real present terms. Most of these powerful countries don’t believe that China will economic growth would last at all. The history of its past regimes failing to sustain the country is their point of judging the current regime. But over the past thirty years they Chinas leaders have all a common objective of steering the country to greater economical heights (Wang, 2003, Pg.122). Political regimes in these years have without been the most successful in the history of china. Therefore China now boasts of the greatest achievements in the recent times. The diversity and racial distribution in this populous nation is quite big and more unified than any other powerful nation. China looks at itself as a civilized nation other than influenced nation state. There is a closely knit tie that makes the society and the state a due to their attachment in their worship of ancestral ways (Brodsgaard, 1998 Pg. 88). Their traditions, Chinese foods and their unifying language give every citizen a sense of belonging in this country. This cohesion has been its source of development force over the years. China strives to empower every citizen despite of their race, culture or even religious affiliation. The country’s identity has been modeled by its history as a civilized state in terms of their way of thinking, identity and culture. Other powerful countries on the contrary have based their national identity on the past eras. This is evident in their ways of leadership and governance systems which have at most times divided their citizens in terms of inferiority. Such governance experiences a lot of opposition from their citizens. The luck of a united stand of these superpowers will be the source of their downfall in the near future as China braces itself to take over the world (Martin, 2009, Pg. 120). The United States and Europe have never given China a thought of taking over the world since they rule under the mediocrity of past WWII ideologies. But to their surprise the economic and technological advance of China will be the start of their downfall. China has for years improved its ties with other countries through trade and continued mutual

Clement Greenbergs Past Theories of Post-Modernism Essay

Clement Greenbergs Past Theories of Post-Modernism - Essay Example The essay "Clement Greenberg’s Past Theories of Post-Modernism" gives a review of Clement Greenberg’s past theories of post-modernism. Within the context of the stated, the research aims to respond to the question of the applicability of Greenberg’s post-modernism theory to contemporary photographic art. In an attempt to satisfy the stated purposes, the research will first overview Greenberg’s writings, following from which it will define and discuss the concepts of modernism and postmodernism. It will also look towards the works of female photographers and critically analyse the works of three photographers. Prior to proceeding, it is necessary to clarify that the essay focuses on female photographers and the feminist artistic movement. The said approach/focus was determined by the importance of establishing a clear and precise focus for this research and, secondly, by the fact that the feminist movement, especially in the arts, is often argued to have be en enabled by both modernism and postmodernism, on the one hand, and to have promoted and popularised modernism and postmodernism, on the other. In Greenberg's Early Criticism, there is an emphasis on the dominance of literature over other arts. As far as he was concerned, Klee's work is representative of the continual struggle which visual art has with literature. Within the context of the stated, in Greenberg's Early Criticism, the canvas is the product of a struggle and conflict. Harmony is important to Greenberg, but not at the expense of intensity.

Information systems for management Essay Example | Topics and Well Written Essays - 1250 words

Information systems for management - Essay Example The report will conclude the contribution of Information Systems in an organization along with the importance of authentic data, as the information system is based on the quality and size of captured data that need to be processed. As mentioned in summary, report will demonstrate a role of an information system in an organization that will capture or collect the data related to students attending Friday classes. The group of students is specified as ‘surrogate users’. Consequently, the project sponsor of this group i.e. the tutor, constructed a data entry system that will collect information from surrogate users related to personal data, transport data and the data that is collected up to five weeks. Information system is defined as â€Å"data converted into something valuable and usable for certain user† (, DEFINITION OF INFORMATION SYSTEM). As for this project, a platform named as Joint Application Development (JAD) is constructed within the system consisting of members of the group. For making the process efficient, Tuchman’s model is the best option along with processing of three elements before performing i.e. storming, forming and norming. The project includes different roles of different JAD member within different stages of the project. The JAD members include users, Information technology professionals and consultants. The different roles at different stages of the project were helpful in terms of data capturing quality and authentication. Moreover, it also facilitated real world scenarios over and above the value. Data evaluation was conducted by collecting data from forms in order to use them to develop charts illustrating linkages between queries along with demographics and statistics of users of the system. Moreover, the charts and demographics also demonstrated patterns of human behavior on the system. Furthermore, continuous analyses were performed to examine the system for further improvements and suggestions. The name of the project will be titles as Transport System. Data Capture and Discussions If the data is not in an organized form, it will be difficult to retrieve information and knowledge from the data sources. In order to make the data useful, it must be easily accessible, quick retrievable and effectively manageable. In order to add these values to the data, it must be captures in a logical method. In figure 1, as shown in appendices, data capturing was processed through a personal detail form including attributes such as Full name, Gender and Date of birth. After entering the data, it was stored in the form of tables as Microsoft Access stores the data in the table and in a readable format, as shown in Figure 3 in appendices. After entering the data, daily student travel form was constructed, as shown in Figure 2 in appendices. On a weekly basis, the form was incorporated with travel modes, travel comments and travel modes. Quality The examination of data was based on its quality in ord er to portray real world scenarios to an extent. The system was efficient in demonstrating basic information related to the popular transport modes that were popular among specific genders. For instance, the tube was popular for males along with thirteen men using the tube. Although, tubes were most popular for females with twenty-two women using the tube. However, to adopt real world scenarios, detailed inputs were required. For instance, weather forecast information, travelling of someone from somewhere etc. As people were usually late to reach to destination for many different reasons, a data check box in the system indicating

Cultual Awareness, Understanding, and Acceptance Essay

Cultual Awareness, Understanding, and Acceptance - Essay Example Holme and Gronlund define subcultures as groups of individuals that, through a value or belief system, make conscious decisions to further differentiate themselves from the other cultural groups to which they might otherwise traditionally belong (Holme and Gronlund, 2005). For example, a child may be born African American and immediately be identified with that culture, but decisions that are made after that, such as religious beliefs, sexual orientation, or other aspects of worldview, may place that child within more narrowly defined subcultures. It is important for educators to have a thorough understanding of both the evangelical Christian and Goth subcultures, albeit for differing reasons. The evangelical Christian subculture, which consists of several Protestant churches, is critical because it is a growing and influential group. According to the US Census Bureau, 43 percent of Georgians identify themselves as evangelical Christians, a figure that closely resembles the 47 percent nationally that identify as evangelicals (Spengler, 2004 and US Census Bureau, 2003). Evangelical Christians must be understood not only because of their power as a group, but also because of their traditionally negative view toward public education. Many evangelical Christians are openly opposed to the secular nature of public education, and many Georgia parents do, in fact, enroll their children in private religious schools. It is important for the public school educator to be conscious and respectful of the strong belief system that may be he ld by evangelical Christian students, while also remaining mindful that unwavering support of the public school system may not exist in the students' homes. The Goth subculture is important for educators to understand primarily because of the stereotypes that exist about it and because of the underlying factors that may drive students toward the lifestyle. The Goth subculture is defined by a macabre style of dress and makeup - typically black clothing and nail polish, perhaps with mascara and even a white foundation makeup on the face - and the use of Christian and sometimes pagan symbolism (Robinson, 2006). The Goth subculture is present in Georgia, with sizable populations in areas such as Atlanta and Athens (Ford, 2006). History demonstrates that other students may be fearful of students who adopt the Goth lifestyle and research has shown that the students who adopt the lifestyle are often troubled, frequently dealing with feelings of isolation, depression, and even the desire to self-harm (Vince, 2006). Naturally, it is pointless and even counterproductive to paint all evangelical Christian and Goth students with the same brush. Without doubt, there are evangelical Christian students whose parents believe strongly in public education, just as there are certainly Goth students who are well adjusted psychologically. However, there are certain beliefs, values and tendencies that run through these groups. Because it is the job of an educator to teach - and to also make a genuine effort to understand - his or her students, it is important to gain an understanding of these two critical subcultures. Research methodology The research methodology for this paper will focus on the analysis of both

English as a Second Language Essay Example for Free

English as a Second Language Essay Originally, England’s linguistic changes made English the second language and over the years, second language teaching has undergone a lot of erratic changes. Religious schools have greatly influenced the moral and cultural framing of English at this point in time. UK was also the center of developmental English teaching during World War II. Pioneers such as Harold Palmer, Michael West and Lawrence Fawcett triumphed in founding principled basis for teaching English as a second language. These strategies and methodologies derived from teaching of English on Great Britain were adjoined with other existing forms from overseas settings. In general, English is the first and widely taught foreign or second language and is considered as a medium language for education. Today, it is a common context to learn or study more than two languages. Pope stated, â€Å"English represents access to specific knowledge and skills and tends to be identified with the technology and science as well as the economic and cultural models of the modern 32). Different approaches such as communication, vocabulary and grammar are used in teaching English as a second language. Learning also depends on the fluency level aim, if it is purposely learnt for specific tasks or if the learner wants to achieve a native speaking tongue. English and other foreign languages can be mastered through live encounters or cross-cultural communication and study or technical translation. Early introduction of English in schools poses an academic advantage when it comes to learning the language. Basically, background knowledge of English and other foreign language is one of the most important things to consider. Reading is a cardinal skill in learning. It enhances metalinguistic awareness but for some reason, it can become a hindrance and a false knowledge. Students tend to enjoy meaningful conversation more than teachers’ theoretical strategies of detailed vocabulary and grammar lessons and this causes the problem in comprehension. Since some students do not deliberately concentrate on their reading skills and focus more on conversing, complete understanding is not achieved and it is merely viewed as a plain reading. Children at a very young age study two or more foreign languages and sometimes, English is rather a third language. Schools and educators sometimes forget to pay attention over the verity that it could be too much for young children to learn multiple languages all at the same time. For universities that use English for substantial academic paper works and materials, reading is crucial. But every teacher and learner should focus on the remaining language skills: listening, speaking, writing, and assessment, even if these are all adjunct to the capital skill that is reading. It is important for the teacher to have a considerable degree of attention towards the native language of the learner because native language plays a vital role in understanding a foreign language. English is the universal language. In some instances, teachers also experience difficulty expressing thoughts in English and this indicates that it is hard to achieve proficiency even if an individual has the basic and complex knowledge of the language. Teachers and educators’ goal should not be for the learners to achieve a native speaking tongue that flawlessly pronounces tones and speaks vocabulary and grammar perfectly. The ultimate goal is for students to learn how to listen, speak, write and read in English in a manner of complete comprehension and not necessarily to acquire a native speaking tongue. Works Cited Pope, Rob. â€Å"The English studies book: an introduction to language, literature and culture. † 2002). Routledge. 420 Smith, Richard C. â€Å"Wren and Wyatt†. 2003). Routledge.

Nestle Analysis SWOT, Five Forces and Core Competencies

Nestle Analysis SWOT, Five Forces and Core Competencies Milkpak will position Nestlà © product as a high quality product consumer focused. Messages like They knows your taste better than us, Nestle Milkpak now at your door step; Add additional flavours to your life will help to portray Nestlà © picture clearly and distinctly. Milkpak will position Nestlà © product against the competitors and gain competitive advantage through the efficient promotional methods, using innovations, and by reaching closer to the target market through the arrangement of events like Basant, Valentine day and etc. In short consumers will view Nestlà © as a product providing highly quality, in terms of taste, customer focused and, at the same time reasonably priced as compared to others. 3.0 Core Competency of Nestlà © To pose Nestlà © product against the competitors, the company will be using differentiation strategy which will not only differentiate their own from others but also give an edge over others. Nestlà © core products will be very beneficial especially in terms of quality, health, and hygiene and most important consumer satisfaction. Nestlà © augmented products will include consumer satisfaction, warranty to retailers in terms of expire, delivery and after sales services. The companies all over the world get some competitive edge based on some features which other companies dont have. For example, as the Dell has the competitive edge over other computer manufacturer companies, because they use built-to-order Strategy while no other company in computer industry use this strategy. Similarly in Pakistan nestle has their competitive edge based on the strategies like product differentiation and customer oriented. Nestlà © is using the product differentiation strategy by providing the superior quality products. Their main focus is to keep the customers loyal. They bought shelve space in different departmental stores to attract the customers. They tried to reach each group of people in which they have succeeded. Besides, customer satisfaction is the focal point for the company. They provide hygienic products to their customers. Products are also verified by health and safety measures and international quality standards. Porter Five Forces 3.1.1 Threat of New Entrants: There is big number of food companies in the world; meanwhile the competitive between food companies are happened. Some companies have carved out role in which they support to dairy supply. These food companies are fearful of being squeezed out by the big players. Another threat for many food companies is other food services companies entering the market.15 Competing in a new industry requires resources to invest. Production of packed products requires huge investment of financial, human, technical, and marketing resources. Bargaining Power of Suppliers: The suppliers of food might not pose a big threat, because of the number of suppliers. Raw milk is standard commodity and is available in the open market from a large number of milkmen. If anyone refuses to sell its product then company can buy it from others who are already willing to sell to company. On the other hand, the importance of volume to supplier also considered as a threat. Suppliers also have less leverage to bargain over price because the company is purchasing the large volume of their milk and suppliers dont have much option to sell milk to others. Bargaining Power of Buyers The buyers will not post much of a threat to the food industry. Large clients have their own bargaining power with food companies. Large corporate clients like airlines and retailers pay millions of dollars a year. There are large numbers of distributors, who are buying and distributing the product, so their bargaining power is low and company have leverage to dictate implement its terms and conditions to distributors. Availability of Substitute There are few of substitutes in the food industry. Most of the food companies have similar suites of services. Companies focusing on their role usually have a competitive advantage, but this advantage depends on whether there are any barriers that preventing other firms from entering.15 Competitive Rivalry The food industry is highly competitive in nowadays. As a result, food industry has become more like a commodity, an area in which the food company with the low cost structure, greater efficiency and better customer service will beat out competitors. In long run, larger companies prefer to take over or merge with other companies rather than spend the money to market and advertise to people.15 Source of Cost Efficiency 3.2.1 Economy of scale Economy of scale determines cost efficiency based on time, and processing of the operations and labour cost. Nestlà © used new high-technology system machines to process all the products, like high-speed bottling system, packaging machine for increasing the output of the products so, it could save time of the operation in process, and save labour cost. The company do not need to hire more labour to operate the process, which is one of the key to save cost. 3.2.2 Experience Nestlà © has been serving Pakistani consumers since 1988, when parent company, the Switzerland-based Nestlà © SA, first acquired a share in Milkpak Ltd. Today Nestlà © is fully integrated in Pakistani life, and is recognized as the producer of safe, nutritious and tasty food, and leaders in developing and uplifting the communities in which they operate. Nestlà © Pakistan ensures that their products are made available to consumers wherever in the country they might be. Convenience is at the heart of the Nestlà © philosophy, and there aim is to bring products to peoples doorsteps. Resources 3.3.1 Tangible resources Nestlà © Milkpak produces in over 81 countries and achieves 98% of its turnover outside Europe. Nestlà © Milkpak is the worlds largest milk company, which does 98% of its business. It has an annual turnover of 70 billion Swiss francs, 522 new factories in 81 countries, 200 operating companies, 1 basic research outer and 20 technological development groups, has more than 231,000 employees and more than 8000 products around the globe. There are three companies co-ordinate the activities of some 200 operating companies around the globe. Intangible resources There are three different functions, Nestlà © Milkpak, holds the financial shares in the allied companies. It also checks the profitability of these companies and to ensure the profitability of the group as whole. Second, Nestlà © Milkpak, has two areas of activities that are research and technological development, and technical assistance. Beside this, it provides know-how in engineering, marketing, production, organization, management and personnel training on a continuous basis. The third company is Nestlà © World Trade Corporation that oversees the import and export of merchandise worldwide. 3.4 BCG Matrix Relative Market Growth Low High STAR (Growth) QUESTION MARKS (Introduction) CASH COWS (Maturity) DOGS (Decline) 3.4.1 Stars The stars are the high relative market share and high market growth. Nestlà © beverages are the stars in their business, because with the high quality and new designs which comes every now and then makes them more popular among the customers, because customer with upper class wants the quality and nestle offers the best quality food items. Besides, Nestlà © major products such as Nestlà © milk pack and Nestlà © water will lies in the category of star products, due to the needs of human in their life. 3.4.2 Question Marks The product which have high anticipated growth rate but low market share would be considered as question marks. The product which the company launch first time in Pakistan is Nestlà © Ice-cream would come under the question marks due to the unknown result whether successful or failed in the growth of business in future. 3.4.3 Cash Cows The cash cows are Nestlà © cereal and other baby food products. There is less competitive brand on these specific of products and Nestle was considered as a branded and reliable brand, so most of the consumers prefer to buy from Nestle. 3.4.4 Dogs The pharmaceutical products are Nestlà © Dog; because it has low-share business with low growth market especially when talk about Pakistani market. The company has to think on what it can do by improving the low share and growth market. 3.5 Product Life Cycle The product life cycle has been used to analyse the products development refer by the BCG matrix. Product life cycle has 4 stages consist of introduction, growth, maturity and decline. Nestlà © Ice-cream has been stated on the introduction stage because it is launched the first time in Pakistan. Next, the growth stage would be the food items like milk pack, water and etc, due to human need as Nestlà © has provided. On the other hand, Nestlà © cereal and baby food were stated in the maturity stage, due to less competitors. Lastly, Nestlà © pharmaceutical product is on the decline stage, because of the low share in business and low demand. In the product life cycle, it shows that Nestlà © Milkpak industry is now on the maturity stage, the company has been recognized by consumers. 3.6 SWOT Analysis (TOW Matrix) Strengths Worldwide fame of Nestlà ©. Efficient milk collection system. Keeping high quality standards. Integrated distribution and warehousing facilities. Large market share of innovative. Having Good reputation in the market by strong brand name i.e. Nestlà ©. Strong RD. Weaknesses Unable to compete in price sensitive segment of UHT milk market. Under-utilization of the capacity. Unable to fulfil the demand of local powder milk market. Opportunities Improving Economy. Population growth rate. High urbanization rate. High literacy rate. Flexible government policies for food industry. Have significant growth opportunities. May merge with other global businesses to eliminate competitors. Having Capable of expanding into other markets of the world. SO Increase production of quality milk to cater the unsatisfied demand. They should go in the product line of powdered milk. They should increase their exports. They should cater the wide range of unsatisfied demand by improving their distribution networks. WO As per the increase demand of the milk they should fulfill the demand as Nestlà © have the ability to expand. They should make a strong distribution system to cater to avail the full benefit of the growing market. They should adopt affective marketing strategies for the promotion of their product. Threats High inflation rate. Low purchasing power. Decrease in GDP growth rate. Increasing interest rates. Recessionary period in business cycle. Competition with the new entrants. ST Invest more on the dairy product line as there is still a large chunk of the market which require modernization. Introduce new technology for quality assurance and better productivity. WT The co-ordination between different departments should be improved it will lessen the bureaucratic cost and increase the efficiency of the company.

Diaper Market in India

Diaper Market in India Birth rates have declined in the developed world and that has become unfavorable for the diaper manufacturers to expand their businesses. Internationally, birth rates in the developed nations have declined by 20% during the last 30 years and are now only half the global average. The global market for diapers was worth $22.2 billion, a 2.9% increase Year on Year. But the major markets of Western Europe, the U.S. and Japan reported decline. As a result, companies like Procter Gamble and Kimberly Clark are banking more on innovation to their rescue. This has been a major contributor of success for PG in the past few years. There is newly developed focus on developing country markets, which derives 40% of global diaper revenue. Markets such as Russia and China are providing brands with excellent opportunities for longer term growth. It is also remarkable to see the trend in the developed markets towards greener products as shown in the chart below Diaper Market in Developing Country There is huge growth potential for diaper products in emerging markets such as China, Brazil and India, as these markets are still quite underdeveloped and in the nascent stage. While it has taken advanced Western economies some time to realize the environmental price of their development this is not the case for todays emerging nations. In this case even the global recession will enable China to have more time to better make arrangements for considering more sustainable and greener options for its growth. Middle-class is at the forefront of environmental awareness as the environmental consequences of rapid industrialization and urbanization in countries such as China and India are becoming increasingly apparent Also in countries such as India, the Philippines and Malaysia, levels of consumer awareness regarding hygiene products are very still very low. Indian Diaper Market In 2009, manufacturers have been now more focused on more categories such as disposable diapers. With the increasing buying power of Indian consumers, companies are looking for options which are more convenient and safe to use for the children. Increase in awareness about hygiene is a big factor for thus development. Some of the major development last year is as follows: Procter Gamble Hygiene Health Care Ltd introduced Pampers Magic Nickers Kimberly-Clark Lever Ltd introduced Huggies New Born, a product specifically targeting the mothers of new born babies. With increasing awareness regarding the advantages of using the use of disposable diapers over cloth substitutes, Indian parents are now spending more on purchasing such products which in turn led to an increase in sales value for the manufacturers. Convenience has been one of the driving factors in this change. Even in tier 2 towns and cities, parents are willing to spend money on disposable diapers to use when the baby is taken out of the home, for added convenience. Also as babies get older, some young mothers look to go back to work. This encouraged the use of diapers, as they are more convenient, and they do not need to spend time washing cloth nappies. Also, as babies become more active, and nappies are a more comfortable and hygienic alternative to cloth nappies. However currently the majority of the sales is restricted to customers in urban India. So the penetration rate of disposable diapers has been increasing, as more young parents are finding it convenient to switch from cloth nappies to disposable nappies. Sales of disposable pants remained negligible in India in 2009. Procter Gamble Hygiene Health Care Ltd introduced Pampers Magic Nickers and Uni-Charm Corp entered India with its brand of Mamy Poko Pants. Disposable pants have seen an increase in activity from the leading brands, but sales have still not become significant. The main factors that inhibit the growth of this category are as follows: Cultural factors: Diapers are a relatively new concept in India. Indian parents use Diaper only for the sake of convenience during travel. Price: When launched, diapers were priced at around Rs. 15 per piece which is high priced. The average prices in last few years have dropped to Rs 10 per piece but its still very costly for everyday usage. Other Trends: Potty training in India is at around two to two and a half years average. With that taking place at such a young age, the use of diapers is even lower for Indian babies. Also with the easy availability of cheap domestic help in India, it is convenient for Indian mothers to wash and reuse cloth nappies. Some of the important facts and figures are shown as follows: Marketing Objective The penetration of disposable diapers has been increasing, as parents are finding it suitable to switch from cloth nappies to disposable nappies. With the market offering a variety of products across several price ranges, use of disposable diapers is expected to grow. Today young mothers are more sensitive about hygiene and health. They will readily utilize disposable nappies from an earlier age. Also, many young working mothers will want to habituate their children to wearing disposable diapers, and thus will start using them early. The forecast of retail sales of Diapers shows strong growth figures, in two digits. And with more consumers shifting from traditional cloth nappies to disposable diapers, the category is expected to burgeon in the coming years. Godrej Consumer Products Limiteds main brand under Tissues and Hygiene category, Snuggy Dry has witnessed several changes in ownership in the Indian market. The joint venture between Godrej Consumer Products limited and SCA Hygiene Products which manufactured and distributed Snuggy Dry discontinued. This led to SCA Hygienes exit from India. The brand Snuggy Dry, which was the third largest disposable diapers brand in 2009, is now being marketed and distributed by Godrej Consumer Products Ltd. Over the years, the diaper market in India has been dominated by existing players Kimberley Clark and Procter and Gamble as can been seen in the graph below. Godrej is moving strong in FMCG sector currently standing second to HUL and being fiercely competitive to HUL. Although Hindustan Unilever enjoys market leadership in several segments in India, it is slowly losing its ground to Godrej, which has relatively competitively priced products. Moreover, profit margins of Godrej products are significantly higher than those of HULs. Based on this background, the marketing objective is to capitalize on the above mentioned conditions and increase the market share of Snuggy Dry diapers from the current 8% level to 10% in short term and substantially continue gaining higher market share. 5Cs Situation Analysis Godrej Company Godrej Consumer Products (GCPL) is deals in manufacturing, marketing, and distributing fast moving consumer goods. The company offers various products such as soaps, toiletries, cosmetics, hair care, household care, fabric care and baby care products. It also markets products under Cinthol, Fairglow, Godrej No 1, Nupur and Ezee brand names. The company primarily operates in India and some overseas market. It is headquartered in Mumbai, India. The company recorded revenues of INR13,929.7 million ($303.9 million) in the financial year ended March 2009 (FY2009), an increase of 26.3% over FY2008. The companys operating profit was INR1,881.6 million ($41.1 million) in FY2009, a decrease of 4.8% compared to FY2008. Its net profit was INR1,732.5 million ($37.8 million) in FY2009, an increase of 8.8% over FY2008. (Source :EuroMoniter) In Diaper segment, Godrej Products Ltd offers Snuggy Dry. This has around 10% market share accounting for the third position in Indian Diaper market. Godrej Consumer Products Ltd regained share in 2009, as the joint venture between Godrej Sara Lee and SCA Hygiene (Godrej SCA Hygiene Ltd) was discontinued. The brand Snuggy Dry is now being marketed and distributed by Godrej Consumer Products Ltd exclusively. The company has five factories in India, at Baddi, Guwahati, Katha, Malanpur and Sikkim. Apart from Snuggy Dry, all the other products of GCPL are produced in-country. Snuggy Dry was part of the Godrej SCA Hygiene Ltd joint venture, which was imported into India, and after the discontinuation of the joint venture, the brand was distributed by GCPL. Competition Huggies (by Kimberly-Clark) is the leader in the Indian market with a value share if 60 % share.Pampers from Procter and Gamble Hygiene and Health Care Ltd. is at number 2 spot followed by Snuggy from Godrej Consumer products Ltd. Wipro Ltd and BellePremier Happy HygieneCare Pvt. Ltd. also have their own brands competing for the market share. Huggies and Pampers controlled 84% of the market in 2009 according to a Euro monitor International report. These brands have invested heavily in advertising and hence have a dominating market share. Kimberly Clark launched a new product called Huggies New Born in 2009, which was diaper targeted towards new mothers. The product has been a moderate success as penetration of disposable diapers remains low in India, with mothers often using cloth nappies for young boys. New brand Mamy Poko Pants has been using extensive television advertising, with its advertisements highlighting the comfort of the products and the ease with which they can be put on a child. In a market in which the leading players advertise a great deal through television, these advertisements will help it to increase its brand presence. It can be said that the products compete against each other based on the price. Teddy and Wipro are considered as economy brands. Pampers, Huggies and Snuggy have price points in all three price segments. Disposable pants have a more premium price point within diapersPantaloon Retail India Ltd entered this category with the launch of its brand Caremate in 2009. Other private labels have not yet emerged in India. Diapers/Pants Retail Company Shares 2005-2009 Customers With the increasing income levels in India, parents are spending more on purchasing disposable diapers instead of reusing cloth nappies at home. In addition, awareness is increasing through the media about the different brands and the benefits of using disposable diapers over cloth versions, manufacturers saw an increase in value sales. Even in smaller towns and cities, parents are willing to spend money on disposable diapers to use when the baby is taken out of the home, for added convenience. This has made Indias nascent baby care market transforming into worlds fastest growing baby market. A vast population of population in age group 0-4 years is a boon to the market. Aggressive marketing strategies and consumer acceptance of branded premium baby care products (especially in baby food and skin care segments) will enable the industry to register a CAGR of more than 11% during 2010-2013. The major market players have used television based advertising to their full advantage and have raised the awareness of Baby care. With the increased awareness and increasing purchasing power, customers are fast shifting from cloth nappies to baby diapers. The Decision makers in this market are parents with mother being the dominant decision maker. The market has used extensive retail channels with super markets, traditional grocery stores etc. This use of extensive channels has also resulted in the increasing demand. The rapid development of modern retail infrastructure is luring consumers for convenient shopping experience and transforming into high retail spending. Baby care companies are optimally utilizing this trend and executing strong product positioning strategies to maximize their market returns According to recent research, the Indian baby care market has grown substantially over the past few years and caught the attention of international players. However, there is still a relatively large and untapped market in the rural sector. This market is anticipated to witness concrete market developments which will also give impetus to the baby care market. Collaborators Most diaper brands in India are imported and so is the case with Snuggy. The production for Snuggy is carried out by a Chinese manufacturer. BroadVision, Inc. announced that Godrej Group of India has successfully implemented two new sales portals for its business and consumer channels. The new portals, built using BroadVisions multi-channel sales portal and content solution, have streamlined and enhanced customer service for two Godrej Group subsidiaries-Godrej Industries Limited (GIL), which provides industrial supplies to businesses, and Godrej Consumer Products Limited, a manufacturer of consumer products According to the companys analyst and investor meet report, rural distribution is essential for a sound growth. In 2009, reach in rural areas has increased by 40-50% in terms of small towns and villages. Rural now measures about quarter of GCPLs sales. It accounts for 45% of the growth. Going forward it is expected to be a continuous growth driver. Context Social/Cultural: In general, in India the diaper is met with resistance. And diapers are perceived as status symbols. One of the major concerns of diapers is rash it causes. Indians are not tolerant of rash and insist that the baby move around bare bottomed. Technology: Companies are heavily investing for bringing about innovations in this field. They are offering new products to boost consumer confidence and increase their market shares. Huggies Dry Diaper currently available in India is particularly designed for new users in new markets. The product employs high technology super absorbent materials (SAM) to deliver super dryness to the user which results in dry and healthy skin. SAM can absorb up to 100 times its weight. Also high leg cut design is one more innovation for hot climate from Kimberly- Clarke. It is a capital intensive industry and is associated with high costs. This is one of the major reasons why Godrej diapers are not manufactured in India but imported from China. SWOT Analysis (S)trengths: Godrej brand name is an asset, well known to Indian consumer Leveraging on the distribution channel by using Operation Big C. Cost benefit obtained by product import from china (W)eaknesses: Lack of marketing focus coupled with moderate success of Snuggy Happy Baby contest. Unavailability of RD facilities (O)pportunities: Strong Market Growth expected at 16% Growing disposable income of Indian parents ( both parents working) Increasing hygiene and health awareness of preferring diapers over clothes. (T)hreats: Presence of many competitors in the market Newer indigenous brand targeting the economic segment of the market Marketing Strategies The below graph shows the number of new born babies born per inhabitants, though the number of new-born babies are decreasing but still the market is huge. Diaper is competing with the traditional way of using Clothes which has the advantages of reuse, inexpensive and to a certain extent healthier for the babies. Healthier in the sense, diapers used to cause rashes while clothes didnt. Diapers have the advantage of convenience and cleanliness. In order to increase the market share for Godrej diapers we intend to implement a progressive marketing strategy. In terms of marketing we intend that our name and products are marketed on an extensive basis to ensure that customers are aware of our existence. In price, we intend to offer reasonable and competitive prices in comparison to other competitors and we need to be able to sustain that. Segmentation Profiles Dividing a market in to distinct groups of buyers with different needs, characteristics, or behaviour who might require separate product or marketing mixes. We can segment the market for the diaper market based on the disposable income of the parents. Regular use of disposable diapers remains more restricted to parents in urban India. Based on the stage of the new-born baby , the number of diaper to be used per month can be found Godrej should launch the diaper in three segments Premature when the baby is less than 6 months , New born when the baby is less than 2 year and Mini pack when the baby is 2-4 year. We can segment the market based on the Tier-1, Tier-2 cities. The disposable income of the parents has been increasing not just in Metro cities but also in tier-1 and tier-2 cities as well. But we find that number of working mother is less in these cities when compared to metropolitan cities. So the diaper usage will be less when compared to metropolitan cities. So we need to use a push marketing strategy for this segment of population without altering the pricing mix. Target Segment Demographic Distribution AGE GROUPS PERSONS MALES FEMALES 6 years and Below 163,819,614 84,999,203 78,820,411 RURAL-URBAN POPULATION DISTRIBUTION POPULATION PERCENTAGE RURAL 742,490,639 72.2 URBAN 286,119,689 27.8 Percentage of Children below 6yrs to total rural/urban population RURAL URBAN Number of children(0-6 yrs) 117,950,122 45869491 Percentage of Population 15.8 16 The target market will obviously be mothers to be and current mothers. Indians are not used to this product. This category is concentrated on urban market. The Indian mother is a cost-conscious woman and would like to recycle most of the products used for her household. The same applies to the products used for her baby too. Moreover, large population base in 0-4 years and parents increasing preference to spend more on baby products will drive the market to new horizons in near future. Apart from penetrating deep into urban market, rural market will also provide growth opportunities to companies. Indian demographic distribution shows that 72 percent of the population live in rural areas while the rest 28 percent live in urban or semi-urban areas. Out of the total population mix both in rural and urban areas approximately 15 -16% population is below 6 years which form the potential market share for the diaper market. With the average purchasing power of the Indian population increasing and the with increased hygiene awareness the rural market is the market of the future. When the purchasing power parity reaches threshold, India will be the largest customer of diapers within the next 15 years which and is expected to explode in next 3 to 5 years. It has been found that with the present birth rate 24 million babies are born in India every year. If we typically calculate 25% of these infants in the period birth and 24 months use at least 28 diapers a week, theoretically the available market is 8.7 billion pieces per year. It is estimated that the diaper market would grow at a rate of around 5-10%. This proposed market segmentation will help building strong position in specialized diaper market segments. It will allows Godrej to focus on target customer specific needs. It will help them to understand the customer need and make improvement in marketing mix for each segment. It will help Godrej to compete with Huggies and Pamper brand diapers. The TV and print media can reach the diaper buyers. These two media forms the potential to create the brand awareness among the buyers through various advertisements and promotional campaigns. Positioning The Godrej diaper should be positioned as a value-for-money brand, one that Reasonably priced Softness Ease of use Comfortable, good fit Manufactured with bacteria resistant technology, with clean and highly absorbent cotton lap Environment friendly No irritation to the skin Quicker Absorption Super Absorbent core keeping the baby dry for long hours It should be positioned as a product which is a Small package of joy Marketing Mix Product Design Disposable diaper is made of an absorbent pad sandwiched between two sheets of fabric. The diapers are made by a multi-step process, viz. The absorbent pad is made and attached to a permeable top sheet and impermeable bottom sheet The other accessories are then sealed together by application of heat or ultrasonic vibrations.ÂÂ   Features The function of the pad is to absorb and retain body fluids, and the non-woven fabric gives the diaper a comfortable shape and prevents leakage. The main features of diapers would include: Absorb body fluid. Retain body fluid inside the absorbent core. Isolate wetness from the babys skin. Isolate other excretion from babys environment (clothes, bed, etc). Varieties The following major varieties of diapers and tissue hygiene products are predominantly present in the Indian market Regular diapers New born nappies Disposable pants Adult diapers Junior diapers Godrej primarily focuses on regular diapers, junior diapers and new born nappies. The company markets a narrow portfolio of products within retail tissue and hygiene. It has only two brands, Snuggy Dry and Protekt, but there are some variations in terms of fragrances under the Protekt brand umbrella. Most of the diaper brands continue to be imported, including Snuggy. Godrej is currently outsourcing its diapers from a Chinese company and will continue to do so until the volumes pick up. Price Godrej has positioned its brands Snuggy Dry and Protekt in the standard price segment in the market. A regular Godrej diaper pack of 6 costs Rs. 50. Currently, the Snuggy brand of diapers has a retail price of Rs 85 for a pack of 10. Smaller pack sizes have also been introduced and there are more product innovations being considered within the diaper category in the area of nappy pads much along the same lines of its competitor Huggies from Kimberly Clark, which has also introduced nappy pads. However, the current prices are a result of 2% price hike in March 2010, by Godrej. In the retail tissue and hygiene market in India, Godrej diapers held just above 2% value share and were ranked 6 in 2009. Within diapers/pants, the company held a share of 8%, and was in third position after Procter Gamble Hygiene Health Care Ltd and Kimberly-Clark Lever Ltd. Promotion Being the first brand of diapers in the country, Snuggy enjoys high-brand loyalty as one of the three leading players in the Indian baby diaper market. Godrej benefits from the brand loyalty which Snuggy commands in the consumers mind. The following table shows the ranking of nappies and hygiene products in the sales of Godrej in 2009. Advertising Diaper ads typically are earnest, fawning over babies and remaining steadfastly euphemistic about function, typically pouring blue liquid into diapers to demonstrate absorbency. The major two brands focus on heavy marketing and advertisement in mass media and television. This has led them to capture around 90% of the market share. A commercial titled SNUGGY HAPPY BABY CONTEST was done by Madison Media advertising agency for GODREJ diapers. The campaign was moderately successful and helped Godrej to keep its 10% market share. Place The company has national coverage through wide marketing and distribution channels. Supermarkets and malls, especially BIG BAZAR and Reliance Fresh have considerable self coverage of Godrej Diapers, though majority of the hygiene shelf space is still taken up by the two major players. Channels OTC Sales: Godrej intends to push various OTC (over-the-counter) products and brands and the primary inclusion in this category is Snuggy diapers. It feels that coupled with a consumer pull strategy through the marketing campaign SNUGGY HAPPY BABY CONTEST, this aggressive dealer push strategy will help it to gain sales. Operation BIG C: Godrej looks at revamping distribution network and re-staging of brands. As a part of Operation BIG C, it intends to use the Chemist network in the country as a retail outlet for Snuggy diapers. The chemist margin for Godrej Diaper sales has consequently been kept higher. Following the success of Operation B, which involved the saloons of the country for Godrej Beauty product outlets, Godrej hopes to achieve as high as 20% market share through Operation BIG C. Financial Projections The baby diaper market in India is fairly underdeveloped and is approximately Rs 4479.8 million. Source: Official statistics, Euromonitor International estimates, trade associations, trade press, company research etc. The overall growth of the market is projected to be around 15% per annum. Source: Official statistics, Euromonitor International estimates, trade associations, trade press, company research etc. The current share of Godrej diapers under the brand name of Snuggy diaper is approx 8% of the overall share. That means the market share of Snuggy diaper is approximately Rs 371 million. Source: Official statistics, Euromonitor International estimates, trade associations, trade press, company research etc. Diapers/Pants Retail Company Shares 2005-2009ÂÂ   Financial projections of Snuggy diaper Selling 7.5 million units of diaper at Rs 6 each will achieve the marketing objective of godrej Snuggy diaper. To achieve targeted revenue, Godrej diaper needs to generate revenue of INR 126 million (as given in above table, point 15). With the potential price and sale of the diapers in a quarter Godrej can expect to generate revenue of Rs 135 million (point 9 mentioned in given table above). As per the financial projections annual revenue of Snuggy diaper is Rs 371 million in 2009 which will grow to approx Rs 504 million in 2010 which comes to around 35 % growth in revenue. Budget Analysis and Implementation In view with the financial projections, please find the below budget analysis Particulars Cost Comments Gross Profit 1.2 INR per diaper Profit from sale of one diaper Quarterly sales targets 23 Million Quarterly sales expected Quarterly profit 27 Million INR Overall profit Budget Allocation Advertisement 10 million INR Budget allocation from advertisement and awareness spreading Collaborators margin 7 Million INR Retailers need to be given additional margins to promote Snuggy Diaper Implementation As the sales volume starts increasing, Godrej can open up the manufacturing unit at one of its already existing factory unit locations. Below is the approximate cost of building up the net manufacturing unit. Particulars Cost (INR in crore) Comments Land Required(1200 sq mt) 0.6 Rs 5000 per sq/mt Building 0.5 Rs 5000 per sq/mt Total Plant and Machinery for diapers 3.5 Industry average Installation of Electricity 0.015 130 KVA transformer Other preliminary expenses 0.05 Total Expenditure 5 approximately The brand Snuggy is distributed by GCPL and currently not manufactured locally. The company is well positioned in diapers/pants in India, which is seeing an increase due to more Indian parents using diapers for their babies. Experts believe that since Snuggy is imported into India after the discontinuation of the joint venture with SCA Hygiene Ltd, there is a strong case to save costs by manufacturing the product locally. Available in pack sizes of 2s, 5s and 10s, for all age groups including new born, standard and junior, the brand can be affordably priced alongside mainstream brands, and supported by aggressive advertising. GCPL requires not just building distribution and trade relations in the fragmented retail landscape, but also investment in terms of advertising and promotions. The revenue model will be on the lines of Operation Big B, with chemist shops being offered higher margins.