Nest Coffee Essay Example for Free

Nest Coffee Essay 1. Batch: 2011-2014 Course Code: 50121308Course Name: Marketing II Roll #601 Assignment #302 †¢ 2. Brand Name: Nescafe Parent Company: NestleYear of Establishment of Nestle: 1866 IntroductioNestle was established in Switzerland by Henri Nestle n Year of Entering the Indian Market: 1961 First Plant set up at Moga, Punjab Brief Overview: In 1930 the Brazilian governmentapproached Nestle to create a new instant coffee that would give the consumer another option and at the same time increase the dwindling coffee exports of Brazil. It took eight years but in 1938 Nestle introduced Nescafe. †¢ 3. Product Range (in India) †¢ 4. STP Analysis Targeting A target market is a set of buyers sharing common needs or characteristics that the company decides to serve. Positioning. Position is the act of designing the company image to occupy a distinctive place in the minds of the target markets. A product position is the way the product is defined by consumer attributes Segmentation Market segmentation means dividing a market into smaller group with distinct needs, characteristics, or behaviour who might require separate products or marketing mixes. †¢ 5. Segmentatio n Geographical Segmentation Nescafe has divided the country into four segments i.e. Southern, Northern, Eastern and Western. The Southern Segment consumes the most amount of Coffee and prefers hard and roasted coffee. Where was in Northern region, Nescafe instant coffee is consumed in higher quantities. Demographical SegmentationNescafe has tried to segment every age group, families, region, gender and different socio-economic. †¢ 6. Segmentatio Past n Nescafe was targeted to morning people PresentNescafe is now targeting the Youth According to Andrew Ward, worldwide account director ofNescafe has launched a $30 millionglobal campaign, specifically aimed at 16-24 years old. Use of Youth Icons like Purab Kohli, Vir Das and Deepika Padukone as According to McCann-Erickson Brand Ambassadors World Group, coffee is the most popular drink among the youth. †¢ 7. Examples NESCAFE CAPPUCCINO Targeted to †¢ Premium urban consumers †¢ Core audience aged 17-30 †¢ Concentrates on the theme of â€Å"The magic world of endless pleasure†. NESCAFE CLASSIC Targeted to †¢ The urban professional †¢ Core audience aged 20-30†¢ Concentrates on the classic taste of coffee with the tagline â€Å"Coffee at its Best† †¢ 8. Positioning Nescafe’s positioning is â€Å"1 coffee cup, 1 good feeling † The TVCs and all Promotional Messages focus on passing love between two person. Sharing a cup of coffee is shown as a symbol of sharing happiness. The Red Nescafe mug is another popular symbol which associates the Brand Nescafe with the concept sharing happiness. Nescafe Classic is positioned as â€Å"100% Pure Instant Coffee† Nescafe Cappuccino is being positioned as â€Å"A true Cafe† †¢ 9. Tvc and Print Ads They all focus on positioning the brand as a symbol of shared happiness.

Where Are You Going, Where Have You Been Essays -- Joyce Carol Oates s

"Where Are You Going, Where Have You Been" by Joyce Carol Oates â€Å"Where Are You Going, Where Have You Been†, is one of the many short stories written by Mrs. Joyce Carol Oates that has become highly recognized. It was inspired by a magazine story about a serial killer. It quickly it became very popular andwas even the basis for the 1985 hit movie, â€Å"SmoothTalk†. Like many other short stories and novels written by Joyce Carol Oates, â€Å"Where Are You Going, Where Have You Been† is a story that is consumed by evil, the theme. In the story evil is projected through the eyes of the characters.(Weinberger 207) Joyce Carol Oates has been labeled by many as a, â€Å"writer of psychological realism†(Wegs 69), which is seen in this story. Tied in with the theme are three particular literary elements that interlink all of the scattered details, leaving the readers in awe at the end of the narrative. The three literary elements contributing to the short story are irony, imagery and symbolism. Irony is an importa nt element in â€Å"Where Are You Going, Where HaveYou Been.† The title itself is ironic since it is two questions that Connie is never asked. No one has ever asked, where she was going, nor has anyone ever inquired where she has been.(sullivan 535) What is also ironic is that although she is the victim in this tale, she actually welcomes and invites this demonic provocation.(Hurly 64) Her fears that have always overtaken he subconscious self drive her into distorted separation of mind and body in which sher ealizes that her unconscious self has betrayed her.(Wegs 70) Something else somewhat ironic is when Arnold Friend says,† I’ll hold you so tight you won’t think you have to try to getaway or pretend anything because you’ll know youca... ...ublications of the Mississippi Philological Association 1985, p98-105 Mark Robson Oates's "Where Are You Going, Where Have You Been?" Explicator Summer 1982, v40 n4 p59-60 Christina Marsden Gillis "Where Are You Going, Where Have You Been?": Seduction, Space, and a Fictional Mode Studies in Short Fiction Winter 1981, v18 n1 p65-70 Kevin J. Harty Archetype and Popular Lyric in Joyce Carol Oates's "Where Are You Going, Where Have You Been?" Pennsylvania English 1980-81, v8 n1 p26-28 Joyce M. Wegs "Don't You Know Who I Am?": The Grotesque in Oates's "Where Are You Going, Where Have You Been?" Journal of Narrative Technique January1975, v5 n1, p66-72 Walter Sullivan Where Have All the Flowers Gone?: The Short Story in Search of Itself Sewanee Review Summer 1970, v78 n3 p535-537 online sources Encarta.com Cornell university online Where Are You Going, Where Have You Been Essays -- Joyce Carol Oates s "Where Are You Going, Where Have You Been" by Joyce Carol Oates â€Å"Where Are You Going, Where Have You Been†, is one of the many short stories written by Mrs. Joyce Carol Oates that has become highly recognized. It was inspired by a magazine story about a serial killer. It quickly it became very popular andwas even the basis for the 1985 hit movie, â€Å"SmoothTalk†. Like many other short stories and novels written by Joyce Carol Oates, â€Å"Where Are You Going, Where Have You Been† is a story that is consumed by evil, the theme. In the story evil is projected through the eyes of the characters.(Weinberger 207) Joyce Carol Oates has been labeled by many as a, â€Å"writer of psychological realism†(Wegs 69), which is seen in this story. Tied in with the theme are three particular literary elements that interlink all of the scattered details, leaving the readers in awe at the end of the narrative. The three literary elements contributing to the short story are irony, imagery and symbolism. Irony is an importa nt element in â€Å"Where Are You Going, Where HaveYou Been.† The title itself is ironic since it is two questions that Connie is never asked. No one has ever asked, where she was going, nor has anyone ever inquired where she has been.(sullivan 535) What is also ironic is that although she is the victim in this tale, she actually welcomes and invites this demonic provocation.(Hurly 64) Her fears that have always overtaken he subconscious self drive her into distorted separation of mind and body in which sher ealizes that her unconscious self has betrayed her.(Wegs 70) Something else somewhat ironic is when Arnold Friend says,† I’ll hold you so tight you won’t think you have to try to getaway or pretend anything because you’ll know youca... ...ublications of the Mississippi Philological Association 1985, p98-105 Mark Robson Oates's "Where Are You Going, Where Have You Been?" Explicator Summer 1982, v40 n4 p59-60 Christina Marsden Gillis "Where Are You Going, Where Have You Been?": Seduction, Space, and a Fictional Mode Studies in Short Fiction Winter 1981, v18 n1 p65-70 Kevin J. Harty Archetype and Popular Lyric in Joyce Carol Oates's "Where Are You Going, Where Have You Been?" Pennsylvania English 1980-81, v8 n1 p26-28 Joyce M. Wegs "Don't You Know Who I Am?": The Grotesque in Oates's "Where Are You Going, Where Have You Been?" Journal of Narrative Technique January1975, v5 n1, p66-72 Walter Sullivan Where Have All the Flowers Gone?: The Short Story in Search of Itself Sewanee Review Summer 1970, v78 n3 p535-537 online sources Encarta.com Cornell university online

Is the American Dream Dead? Essay

The notion American dream is a fundamental part of the American society and culture, dozens of books, articles and songs deals with this topic, politicians often mention it in their speeches. Though the phrase has different meanings to different people, it suggests an underlying belief that hard work pays off and that the next generation will have a better life than the previous generation. Nowadays this belief is challenged and more and more concern is articulated in connection with the American dream in the 21st century. As comedian, author and social critic George Carlin have put it: â€Å"It’s called the American dream because you have to be asleep to believe it.† In what follows I would like to explore the theme of the American dream as a whole and consider its juncture in the 21st century by elaborating on its past and present. The evolution of the American dream Historian James Truslow Adams is credited for being the first popularizing the idea of the American dream in his book The Epic of America (1931). He characterizes the American dream as â€Å"that dream of a land in which life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement.† But the same idea existed since the colonist times. In 1630 John Winthrop give a sermon to his fellow Puritan colonists in which he detailed his vision of a society in which everyone would have a chance to prosper, as long as they all worked together and followed Biblical teachings. Eventually, the hope for equality of opportunity evolved in colonists’ mind into a God-given right. More than a hundred years later Thomas Jefferson in the Declaration of Independence  asserted that every American – except the slaves – have the right to â€Å"life, liberty and pursuit of happiness.† As grew America in the 19th century, so did the number of immigrants who saw the continent as a land of opportunity where anything could be achieved if a person dared to dream big enough. The words â€Å"American dream† gradually began to appear in newspaper articles and books in the mid- to late-1800s. The first difficulties appeared during the Great Depression in the 1930s. It affected both the rich and the poor. The self-made millionaires lost their fortune, Americans of humbler means lost their jobs and homes. With the beginning of Roosevelt’s presidency a new era begin in the American history and so did in the evolution of the Dream. In a 1941 speech Roosevelt visioned a new, government-assisted American dream, which included full employment, government help for the elderly and those unable to work, and â€Å"enjoyment of the fruits of scientific progress in a wider and constantly rising standard of living.† Previously the achievement of the American dream depended on the individual’s ability and hard-work, now, due to the Depression the government’s assistance was needed. The post-World War II prosperity meant for many Americans the fulfillment of the Dream, so that he faith in the American dream was restored least for the majority. By this time the American dream was equal to amassing wealth, but the other important aspect sank into oblivion. In a 1964 speech entitled â€Å"The American Dream,† civil rights leader Dr. Martin Luther King, Jr voiced this other aspect which Thomas Jefferson’s statement: â€Å"All men are equal†. For King the Dream was that same rights and opportunities would be granted for everyone regardless of skin-color. In the 1970s, with the U.S. economy stalling, inflation on the rise and the nation torn by both racial strife and an angry divide over the Vietnam War the idea of the American dream got questioned once again. A french historian Ingrid Carlander in her book (Les Americaines) claimed that the American dream was dead. These circumstances lead to the transform of the Dream again. In 1980 Ronald Reagen took office, who was the embodiment of the American dream. He had risen to presidency from a humble farm family in Illinois.  Therefore his words seems to be credited when he claimed that America is still a place where â€Å"everyone can rise as high and far as his ability will take him†. His solution to the crisis of the Dream was to disestablish the dependency on the government by cutting taxes. At first sight it seemed to be successful, but Congressional Budget Office data shows the opposite. Between 1979 and 2005, the income of the bottom 99 percent of U.S. households grew 21 percent after taxes, a rate of less than one percent a year, not enough to keep up with inflation. But during that same period, the after-tax income of the richest one percent of Americans grew by 225 percent. In 1979, the richest one percent made eight times as much as the typical middle-class family. In 2005, the richest made 21 times as much as the middle-class. The data shows that the inequality between the rich and the poor broadened the tax cuts were too efficient for the rich. The American dream in the 21st century In the modern American society the faith in the American dream is declining. Zachary Karabell in his article â€Å"American Dream May Have Waned for Some, But Lives On for Many† claims that opinion about the American dream’s existence appears to be split 50-50. In spite of this the lost in faith is much more emphasized in the press. The skepticism grows and it is mainly because of the Great Recession. The financial and opportunity differences between the poor and rich which started under Raegen deepen. A recent New York Times study confirms the inequalities, it shows that income mobility greatly depends on what part of the U.S. you live in. As Karabell have put in his other article† A new American dream for a new American century† â€Å"Those who live in metropolitan areas, as well as those with more higher education and wealthier parents, have significantly more upward mobility than many in rural areas.† These obstacles to the upward movement on the â€Å"income ladder† is something truly against the American dream. Those who did not lose faith in the dream completely, redefined it. The survey, conducted by GFK Custom Research for Credit.com, found that most respondents (27.9%) said the American Dream is retiring financially secure at 65, though coming in at second place, 23% defined it as being debt-free. The other options were owning a home (18.2%), graduating from college or  paying off your student loans (6.6%) and joining the 1% (4.3%). The responses were rounded out by: other (11.4%), none (0.2%) and don’t know/no response (8.5%). The old definition of the American dream was two and a half thriving, college-bound kids, a dog or cat and not one, but two cars in the garage that were owned outright, finally and most importantly owning a house according to Adam Levin (â€Å"The New American Dream: It’s Not What You Think†) As we can see the new generation have much less expectation, the dream would come into reality if they could achieve basic financial stability. To conclude, the American dream is an as old idea as the country itself. It went through hardships erstwhile and thrived after them, what changed is that Western-Europe closed up in providing equality of opportunity so that America lost its uniqueness in this respect. Stating the American dream’s death is maybe premature, but in the long run its distinctness as a land of potential and possibility will fade out, and becomes one out of my where the individual can realize his/her dreams.

Analysis Of Yin Yang Way Of Thinking - 2073 Words

Thy Nguyen PHIL-104 Sec 04 Asian Philosophy First Versions of Term Papers Yin-Yang way of Thinking Yin – yang is a Chinese philosophical way of embracing human thought which considers two dimensions including humanity, character, and situations in life. This philosophy emphasizes that two complementary forces exists in the universe that are mutually opposed to one another but still remain in unity. According to â€Å"Hegelian, Yi-Jing, and Buddhist Transformational Models for Comparative Philosophy†, it is believed that the two forces are dependent on another and are well balanced (Robert 6). This paper intends to explore the major aspects of yin-yang way of thinking, how it affects the Confucius and Lao Zi ways of viewing happenings in the universe and the application of this kind of thought to the contemporary society There are some unique characteristics that are associated with the yin-yang way of thinking. These characteristics include; a) Complementary: This kind of thinking believes that the two opposing or different forces complement one another. They depend on one another and there exists the mutual support. Without the existence of one force, the holistic state cannot be achieved either in humanity or the situations in the universe. For example, if there were no violence, the society could not understand the need for peace. b) Universal thought: The good and the bad co-exist in every situation in the universe. This thought believes that, even in humanity, there areShow MoreRelatedReview Asian 104 Essay5895 Words   |  24 Pagesline is either Yang (an unbroken, or solid line), or Yin (broken, an open line with a gap in the center). The hexagram lines are traditionally counted from the bottom up, so the lowest line is considered line one while the top line is line six. Hexagrams are formed by combining the original eight trigrams in different combinations. 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