The length and resistance Essay Example for Free

The length and opposition Essay The point of this examination is to discover how changing the length of a bit of wire will influence its opposition. Expectation I believe that expanding the length of a wire will build its obstruction. This is on the grounds that in a conductive metal, the electrons in the external shell of every particle are allowed to move around. An electrical flow is the place every one of these electrons are caused to move a similar way through the metal. Opposition is the property of a substance that confines the progression of power through it, and is frequently connected with heat. As the electrons are going through the metal, they are continually crashing into the particles of the metal, making their course be eased back down. The impacts cause alters of course which disseminate vitality as warmth, which is the reason more safe metals heat up more than metals which let electrons go through more without any problem. It is simpler for electrons to go through metals in which the molecules are little and far separated, on the grounds that the free electrons can go through with less impact to slow their way. It is generally significant for the metal to contain a great deal of free electrons. Less impacts imply that less vitality is moved to warm: this is low opposition. As the length of the wire is expanded, there will be increasingly fixed molecules for the free electrons to crash into, along these lines easing back their course. The length of the wire and the obstruction of the wire will be straightforwardly corresponding. On the off chance that you twofold the length of the wire, the obstruction will likewise twofold. This is on the grounds that there will be twofold the measure of particles in the wire for the electrons to crash into. The way that it would accept twice as long for the electrons to go through in a metal double the length is of practically superfluous outcome since electrons move near the speed of light, thus there is no reason for mulling over this. On the off chance that the obstruction of the material is expanding, at that point it will require an undeniably enormous power to push it through: This is the voltage. The obstruction (R) is how much voltage (V) is expected to drive a given current (I). R = V/I Based on my forecast, I would anticipate that my chart should resemble this: Resistance (? ) is likewise equivalent to the resistivity of the wire(?cm) increased by its length(cm), and afterward separated by its cross sectional area(cm2). Opposition (? ) = obstruction of the metal(? cm) x length(cm)â cross sectional territory (cm2) The cross sectional region of the wire is consistent, as is the material I am utilizing. It is just the length that will be changing, so as should be obvious from the equation, the length and obstruction must be straightforwardly relative. Arranging My test will be set up as follows: I will utilize the accompanying apparatus:â connecting wires The force gracefully will be for all time set to 2volts, yet it is essential to keep the amperage underneath 1A with the goal that the wire doesn't overheat. We will do this utilizing the rheostat. The nichrome wire has a resistivity of 103 x 10-6, and a width of 0. 2285mm (0. 02285cm). We have picked nichrome wire since its properties are reasonable for this trial. It is very simple to keep the amperage low, yet the examination should at present be begun with the length of wire that is sufficiently long so the amps are not very high, as something else, this would bring about an expansion in temperature which isn't identified with expanded opposition. We have decided to figure the opposition of the wire in time frames cm, beginning at 5cm, and going up to 70cm. Every one of our choices depend on an assortment of pre-tests. Reasonable testing The key factors in this analysis are:â temperatureâ diameterâ sort of wire length of wire In request for this trial to be reasonable, it is significant that these factors are painstakingly observed. Temperature: It is significant that any adjustment in temperature is an outcome just of opposition. To do this, the room temperature must be kept the equivalent, and the current going through the wire must be kept beneath 1amp. If it somehow managed to surpass this breaking point, it would bring about an expansion in the vibrations of the molecules in the metal. This would make the free electrons impact all the more regularly with the fixed particles and would cause an evident increment in obstruction that isn't because of the adjustment in the length of the wire. So as to keep this from occurring, we have utilized a rheostat: utilizing this, we can keep the current exceptionally low. Whenever wanted, we could keep it at a steady, yet this isn't essential. Width: The breadth of the wire will be kept steady all through the test. This is significant in light of the fact that it influences the general territory of the wire. The opposition is conversely relative to the cross-sectional territory. The main manner by which the zone of the wire ought to be changed is long. An expansion change in distance across would influence the quantity of fixed particles that the free electrons could slam into and would deliver off base outcomes with respect to obstruction. The littler the measurement the better, as it will mean a littler all-round region which will make it workable for additional outcomes to be taken, as the amperage would not have so incredible an impact on the wires temperature. Likewise, the bigger the distance across, the simpler it would be for the free electrons to course through, similarly as water streams more effectively through a more extensive channel than a more slender one. Sort of wire: All metals have various properties, and so as to make the test reasonable, the kind of wire utilized must be kept the equivalent. I have decided to utilize nichrome as it has great properties which have been tried in the pre-test. It is additionally essential to keep the wire straight, as this will make it simpler to quantify. Length of wire: The length of the wire is the variable that I will be evolving. I have decided to do as such in 5cm stages. It is significant that the wire is estimated precisely, as in any case the readings off the ammeter and voltmeter won't be as exact as they could have been. To do this, we are utilizing a ruler, however one issue that we are probably going to experience is the way that is will be hard to gauge around the highest point of the pole on which the wire is fixed. So as not to get off base readings, I am going to dismiss the perusing at 35cm, as that is the length that falls upon the finish of the pole. Pre-test It is essential to lead a pre-test before doing the really explore. In this pre-test, I have tried 3 sorts of wire: nichrome, copper and Constantan, to which is generally appropriate for the investigation. I did the pre-tests on a PC program. Distance across I tried the three accessible metals utilizing the PC program to discover how near the limit of 1 amp I could reach by modifying the breadth of the wires. I need the amperage to be as near 1 as conceivable in light of the fact that the amps will go down as I do the test, and I need to get a great deal of results. The amps must not be above 1amp, in light of the fact that this would imply that the wire would get excessively hot, and the outcomes would be incorrect, as I have recently clarified.

Organization sustainability strategy

Presentation The asset based hypothesis has been a significant advance in key administration, as it has given another perspective to clarify firm’s achievement. As indicated by the attention on assets, a firm’s achievement is because of joint assets and capacities which an undertaking possesses and which makes it not quite the same as its competitors.Advertising We will compose a custom report test on Organization supportability procedure explicitly for you for just $16.05 $11/page Learn More Resource based hypothesis is approach applied in business the board to pick the suitable company’s assets. It contends that for an organization to be effective in any serious market it needs to use all its accessible assets. This hypothesis accentuates the choosing company’s principle assets. These assets ought to be uncommon, significant, non substitutable and supreme. For company’s execution to develop, it is essential to ensure its urgent asset (Conner Praha lad 1996, p. 485). Asset based hypothesis is unique in relation to showcase centered methodology in that, for it to completely profit by development openings it needs to wander in new markets. For an organization to flourish, it needs to regularly assess its shortcoming and quality. To upgrade company‘s capacities, it is basic to plan on future market openings and improve firm’s procedures and structure. Assets add to authoritative achievement and upper hand. Firm’s achievement is reliant on industry’s area engaging quality and upper hand over opponents. Industry allure is the key reason for progress. Firms should search for condition that is good, and afterward find appealing vital gatherings and fragments in the organizations. Firms should direct weight from rivals by changing their firm structure and impacting competitors’ conduct (Grant 1991, p. 126). Substantial and immaterial assets and their commitments to maintainable upper hand Firms have t heir asset based methodology infringed in the association economies writing, where speculations of benefit and rivalry center around the firm’s interior assets as key determinant of accomplishment in a competition.Advertising Looking for report on business financial matters? How about we check whether we can support you! Get your first paper with 15% OFF Learn More Central comprehension of research based perspective on a firm is the meaning of assets, upper hand, and continued upper hands (Andrews1971). Anything considered of debilitates or quality in a firm is an asset. Unmistakable assets are attached semi for all time to a firm. It additionally incorporates all benefits, capacities, authoritative procedures, firm characteristics, and data. Moreover, substantial asset involves information constrained by a firm. This information empowers firm to concoct new systems and actualize them so as to support firm’s adequacy and proficiency (Amit Schoemaker 1993, p. 38). There are different sorts of unmistakable assets. They incorporate; physical capital assets which comprises of the firm plants and gear, innovation and geographic area. Unmistakable assets additionally incorporate such things as experience, judgment, and knowledge of the individual supervisor and laborers in a firm. Firm’s capital assets involves arranging, firm’s structure, controlling and planning frameworks, and the casual connection among bunches inside the firm and between the organizations and different firms in its condition (Barney 1991, p. 104). Both unmistakable and non substantial assets are the wellsprings of upper hand. Upper hand is a circumstance where a firm plans and thinks of a thought that isn't being executed by some other firm. For upper hand to be understood, a firm must have heterogeneity in assets, and asset fixed status. Fluctuation in assets among firms is alluded to as firm asset heterogeneity. The earlier presumption, have the effect between conv entional vital hypothesis and asset based hypothesis. Oppositely, firm assets are viewed as homogenous in naturally engaged technique approach. This applies to all organizations in an industry. Firm assets fixed status is a circumstance wherein firms which are contending neglect to make sure about assets from other asset market or firms.Advertising We will compose a custom report test on Organization manageability methodology explicitly for you for just $16.05 $11/page Learn More In the naturally engaged technique model, assets are versatile. This implies firms can postures, purchase or make assets which are possessed by another firm. There an idea differentiation between continued bit of leeway and upper hand. Inside the asset based hypothesis, a supported upper hand happens because of lack of ability of other contending firms to have comparative advantages of upper hand. For this situation, there is supporting of upper hand until all endeavors by contender to copy the preferred po sition have stopped. Subsequently, four measures are associated with giving a supported upper hand: the asset must be one of a kind and ready to increase the value of the firm or uncommon among present and potential contenders, the asset must be defectively imitable, and the asset can't be subbed with another asset by contending firm (Barney 1986, p. 1238). In vital administration, the asset based methodology proposes that association hypothesis and association conduct may rich wellspring of finding and speculations concerning uncommon, non imitable and non substitutable assets in a firm. Coming up next are the characteristics required for an asset to be a wellspring of continued upper hand: it must be uncommon, increase the value of the firm, it should incomparable and there must be no sufficient substitutes for the assets. Remembering the idea of impalpable assets and the list gave it very well may be unmistakably derived that HR (abilities, know-how, ability, etc) are immaterial assets, the significance of which has just been perceived. In any case, until a couple of years prior, little endeavor has been made to recognize and offer structure to the nature and job of impalpable assets in key administration. Impalpable assets, as substantial ones, may make upper hands since they are the premise capacities. Monetary record doesn't show the genuine estimation of elusive resources.Advertising Searching for report on business financial matters? How about we check whether we can support you! Get your first paper with 15% OFF Find out More This report doesn't show the estimation of employees’ information, know-how, ability, imaginative limit, and such. Elusive assets may create upper hands in the event that they are key that is, on the off chance that they conform to joint conditions (Penrose 1959). Considering human resources’ own abilities, aptitudes, and potential which are essential for a firm’s achievement, at that point these assets might be: rare if these limits are not reasonable in the work showcase; significant in light of the fact that they make it conceivable to offer items or administrations exceptionally esteemed by clients; hard to mimic in light of the fact that a person’s work depends on his insight, yet additionally on his fulfillment, inspiration, instinct, and character; non replaceable on the grounds that it is hard to get similar outcomes from various assets; or a piece of the acquired rents are appropriated by the venture since its laborers don't precisely have the fog giest idea about their worth. A difficult presently emerges from the condition with respect to obtaining. Elusive assets might be pulled in to a venture which offers higher pay, higher obligation, profession advancement programs, and so forth. Thus, a few organizations are receiving measures that make it progressively hard for vital laborers to leave or measures that make a more noteworthy sentiment of being a piece of the firm. Consider that elusive assets can be vital assets. Immaterial assets may produce practical and social capacities because of experience, capacities, values, joining in the organization, etc. These abilities are hotspots for an upper hand. Along these lines, the asset based hypothesis recommends that elusive assets may make or continue an upper hand through competency improvement (Witcher Chau 2008, p. 72). Nature and jobs of immaterial assets Intangibles assets are key firm’s assets whose fundamental goal is to encourage a firm in making maintainable qu alities which are not reasonable to the greater part of firms (irregularity). They are wellsprings of long haul benefits which can't be controlled by different firms. They can't be imitated by contenders or subbed by different assets. They are stable; this implies elusive assets can't be duplicated, exchanged or moved by contenders. They are non budgetary, non physical, and can't be spoken to in fiscal report. Also, they have a limited life. These make them impalpable in nature. For elusive assets to be spoken to in fiscal summary, they should be associated with firm’s administrations and items recognizable from different assets. Moreover, it should be a discernable result of point of reference business (McGowan Porter 2003, p. 82). Preceding talking about the capability of immaterial assets for comprising a continued upper hand, it is imperative to explain origination of impalpable assets. Immaterial assets are devices of human capital under the firm’s control in an i mmediate work connection. Impalpable asset rehearses, then again, are the authoritative exercises arranged towards running a group of human capital and ensuring that the capital is utilized towards the satisfaction of association objective. Use of asset put together hypothesis concentrates legitimately with respect to aptitudes of individual in organizat

Essay Topics For Elementary Students

Essay Topics For Elementary StudentsYou may be asking yourself 'what is the best topic for a good essay for elementary students?' A good topic will keep your students engaged. It's important to have a theme for your essays, and you can't just use some random topic to do this. You want to make sure that your essay topics for elementary students are something that students will find interesting and useful.Most middle school students have done their own research before for their research papers. Essay topics for elementary students need to be something that they will really enjoy writing about. They also need to have something that they can relate to that will spark their interest. Keep in mind that elementary students are more likely to spend more time on essay writing, so make sure that you don't spend too much time on homework assignments. However, you still need to spend the appropriate amount of time on essay writing.Good essay topics for elementary students need to be those that w ill give them something interesting to write about. This means that you need to think about something that will relate to them. If they already know a lot about something, then you should consider writing about this topic, but it is not necessary to tell them all about the topic to be an essay topic for elementary students. They should be able to find something interesting about the topic so that they will write about it.The essay topics for elementary students will need to be somewhat related to their learning style. You want to make sure that there is enough variety in the topic of the essay to allow for the students to be able to learn new things without feeling overwhelmed with information. It is also helpful to make sure that the essay has an engaging ending. If the topic ends in a vague way or has a hard to understand ending, then it might not be worth the time or effort for most students.Essay topics for elementary students also need to involve their reading ability. If they only read books and do not listen to the teacher, then you will want to give them something that they can read and enjoy reading about. You don't want to bore them with the same boring information over again. Give them a variety in the topics they read by allowing them to learn from different types of materials and ways of learning.The essay topics for elementary students need to incorporate some kind of other learning or skills that the student has. This doesn't necessarily mean that the topic is written about something they already know, but that they have learned something from it. It could be something related to math, or maybe they learned something about the culture or history from the topic.Sometimes you can use different ways to teach and you can also use different types of teaching strategies. If you want to combine different types of methods, then make sure that you use different approaches. You want to provide variety and content as well as learning.A good topic is import ant to get into elementary students' heads. Essay topics for elementary students needs to be something that they can relate to and be interested in. When you use essay topics for elementary students for what they already know, you will be setting yourself up for failure. Make sure that your essay topics for elementary students are ones that students will enjoy writing about.

Life of John Rolfe, Husband of Pocahontas

John Rolfe (1585–1622) was a British colonist of the Americas. He was an important figure in Virginia politics and an entrepreneur who played a significant role in founding the Virginia tobacco trade. However, he is best known as the man who married Pocahontas, the daughter of Powhatan, head of the Powhatan confederacy of Algonquin tribes.   Fast Facts: John Rolfe Known For: British colonist who married Pocahontas  Born: October 17, 1562 in Heacham, England  Died: March 1622 in Henrico, Virginia  Spouses Names: Sarah Hacker (m. 1608–1610), Pocahontas (m. 1614–1617), Jane Pierce (m. 1619)  Childrens Names: Thomas Rolfe (son of Pocahontas), Elizabeth Rolfe (daughter of Jane Pierce) Early Years Rolfe was born on Oct. 17, 1562 to a wealthy family in Heacham, England. His family owned Heacham manor and his father was a successful merchant in Lynn.   Not much is known about Rolfes education or life in England, but in July of 1609, he left for Virginia on the Sea-Venture, the flagship of several vessels carrying settlers and provisions and the first group of government officials to the new colony at Jamestown.   Shipwrecked in Bermuda Rolfe brought with him his first wife, Sarah Hacker. The Sea-Venture was wrecked in a storm on the Bermudas, but all the passengers survived and Rolfe and his wife stayed on Bermuda for eight months. There they had a daughter, who they named Bermuda, and—importantly for his future career—Rolfe may have obtained samples of West Indies tobacco.  Ã‚   Rolfe lost both his first wife and daughter in Bermuda.  Rolfe and the surviving shipwrecked passengers left Bermuda in 1610. When they arrived in May 1610, the Virginia colony had just suffered through the starving time, a grim period in early American history. Over the winter of 1609–1610, the colonists were beset by plague and yellow fever, and sieges by the local inhabitants. An estimated three-quarters of the English colonists of Virginia died of starvation or starvation-related diseases that winter.   Tobacco Between 1610 and 1613, Rolfe experimented with the native tobacco at his home in Henricus and succeeded in producing a leaf that was more pleasing to the British palate. His version was named the Orinoco, and it was developed from the combination of a local version and seeds from Trinidad that he had brought with him from Spain or perhaps obtained in Bermuda. He is also credited with inventing a curing process to prevent rot during the long sea voyage to England, as well as the dampness of the English climate.   By 1614, active exports of tobacco were being sent back to England, and  Rolfe is often credited as the first person to suggest cultivating tobacco as a cash crop in the Americas, the major source of income for Virginia for centuries to follow. Marrying Pocahontas Throughout this period, the Jamestown colony continued to suffer from an adversarial relationship with the Native American inhabitants, the Powhatan tribe. In 1613, Captain Samuel Argall kidnapped Powhatans favorite daughter, Pocahontas, and eventually, she was brought to Henricus.  There she received religious instruction from the settlements minister, Rev. Alexander Whitaker, and converted to Christianity, taking the name Rebecca. She also met John Rolfe.   Rolfe married her around April 5, 1614, after sending a letter to the governor of Virginia asking for permission to do so, for the good of the Plantation, the honor of our Country, for the Glory of God, for my own salvation, and for the Converting to the true knowledge of Jesus Christ an unbelieving Creature, namely Pocahontas.   A Temporary Peace After Rolfe married Pocahontas, relationships between the British settlers and Pocahontas tribe settled into a time of friendly commerce and trade. That freedom created opportunities to build up the colony as it had not seen before.   Pocahontas had a son, Thomas Rolfe, born in 1615, and on April 21, 1616, Rolfe and his family joined an expedition back to Britain to publicize the Virginia colony. In England, Pocahontas as the Lady Rebecca was received enthusiastically: among other events, she attended The Vision of Delight, a royal court masque written by Ben Jonson for King James I and his wife Queen Anne.   Return to Virginia In March of 1616, Rolfe and Pocahontas started for home, but she was ill and died aboard the ship before it left England. She was buried at Gravesend; their infant son, too ill to survive the voyage, was left behind to be raised by Rolfes brother Henry.   Before and after Rolfe returned to his estate in Henricus, he held several prominent positions in the Jamestown colony. He was named Secretary in 1614 and in 1617 held the office of Recorder General.  Ã‚   Death and Legacy In 1620, Rolfe married Jane Pierce, the daughter of Captain William Pierce, and they had a daughter named Elizabeth. In 1621, the Virginia colony began actively raising funds for the College of Henricus, a boarding school for young Native Americans to train them to become more English.   Rolfe grew ill in 1621, and he wrote a will, which was drawn up in Jamestown on March 10th of 1621. The will was eventually probated in London on May 21, 1630, and that copy has survived.   Rolfe died in 1622, a few weeks before the Great Indian Massacre of March 22, 1622, led by Pocahontass uncle Opechancanough. Nearly 350 of the British colonists were killed, ending the uneasy peace which had been established, and nearly putting an end to Jamestown itself. John Rolfe had a significant impact on the Jamestown colony in Virginia, in his marriage to Pocahontas which established an eight-year-long peace, and in the creation of a cash crop, tobacco, on which the fledgling colonies could use to survive economically.   Sources Carson, Jane. The Will of John Rolfe. The Virginia Magazine of History and Biography 58.1 (1950): 58–65. Print.Kramer, Michael Jude. The 1622 Powhatan Uprising and Its Impact on Anglo-Indian Relations. Illinois State University 2016. Print.Kupperman, Karen Ordahl. Apathy and Death in Early Jamestown. The Journal of American History 66.1 (1979): 24–40. Print.Rolfe, Jo. Letter from John Rolfe to Sir Thos. Dale. The Virginia Magazine of History and Biography 22.2 (1914): 150–57. Print.Tratner, Michael. Translating Values: Mercantilism and the Many Biographies of Pocahontas. Biography 32.1 (2009): 128–36. Print.Vaughan, Alden T. Expulsion of the Salvages: English Policy and the Virginia Massacre of 1622. The William and Mary Quarterly 35.1 (1978): 57–84. Print.

Global Warming - 766 Words

In the Observatory Gallery, one of the most attractive exhibits is the large HD screen with tons of data relative to the atmosphere, temperature and so on. This HD screen is designed to show the process of the discussion about â€Å"What’s really warming the world? † through NASAs visualization model. Global warming, one of the hottest climate topics all around the world in the past few years, is the observed century-scale average temperature rise and related effects. Start from 1880, the average temperature rises around 1.4℉ in the following 130 years. The speed of increasing temperature is actually double in the past 50 years than the past 100 years. As a result, increase temperature accelerated the speed of glacier melting and increased†¦show more content†¦Although the greenhouse gas might contribute a little to the climate change, human industry emits more than 100 times of gas than the volcanos. In other words, the effect of volcanos cannot accoun t for the change of temperature. Moreover, the add up of these three natural factors also shows that even though these natural phenomena fluctuate in the past century, the observed temperature increase does not match their changes. Then the research starts to consider the factors besides the natural factors but human factors, such as deforestation, ozone pollution, and aerosol pollution. Deforestation pointed out that people have cut and plowed more than half of the land surface on earth in the past hundred years. That fewer trees and plants absorb less carbon dioxide emitted by human activities and greenhouse gas is left in the atmosphere is the reason for it to be a candidate for global warming. On contrast, although carbon dioxide is less transformed to oxygen by plants, the forests after cutting trees actually cause cooling effect because they are lighter than before to reflect more sunlights. For ozone pollution, it is true to be able to block sunlight and make climate hotter, but the overall effect is not obvious enough to say that it is in charge of the change. Similar to the deforestation effect, aerosol pollution, which means microscopic particles, such asShow MoreRelatedGlobal Warming And The Warming1544 Words   |  7 PagesGlobal warming has become a well conversed topic among scientists and peoples in the world today. There are extremists who do everything possible to stop contributing to the warming, but the average person does little to alleviate the issue and in many cases refuses to acknowledge that there is a problem at all. 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Climate model projections made by the US Intergovernmental Panel on Climate Change (IPCC) show that, recently, global temperature has increased. This increase in temperature is referred to as global warming. One of the main causes of global warming is greenhouse gases. Greenhouse gases are gases in the atmosphere that absorb solar radiation to keep the planet warm. These gases have increased, so more solar radiation is trapped ins ide raising global temperaturesRead MoreGlobal Warming1050 Words   |  5 PagesTake a position: Global warming is a real problem. 1000 word Essay. Using persuasive technique Global warming is the increase in the average temperature of Earth’s surface. Since the late 1800’s, the global average temperature has increased about 0.7 to 1.4 degrees F (0.4 to 0.8degree C). Climate change is happening and its effects are real. However, the larger the change in climate, the more negative the consequences will become. Global warming will make life harder for mostRead MoreGlobal Warming1192 Words   |  5 PagesGlobal Warming Essay Global warming is an important issue for humans to consider and science to figure out. Personally I don’t care very much about global warming and have never been active in green movements. The evidence presented in this class is very informative and useful when taking into account the numerous known and unknown causes and cures for global warming. However, my attitude towards global warming is unchanged. According to the Common Attitudes Toward Global Warming handout I think

Anxiety, Depression, And Medications - 1595 Words

Anxiety, depression, and medications†¦ These are all things we need to take into consideration when thinking about everyday life. Anxiety has become a generalized factor of life and many people suffer from it everyday. Yes, everyone knows what it s like to feel anxious but not like those with anxiety. Different types of anxiety have different types symptoms and causes. Even though every anxiety is different they are all controlled by one thing--you. (National Institute Mental Health) Anxiety comes in many forms you have many different anxieties. There are exactly 8 different types of anxiety, those being general anxiety disorder, panic disorder, phobia, posttraumatic stress disorder and finally, obsessive-compulsive disorder. The most common type of anxiety is Generalized Anxiety Disorder which is approximately 20 percent of the world’s population (G.A.D.). G.A.D. is not having any interest in everyday activities. According to the national institute of mental health you are going to have constant worry or fear when experiencing anxiety (â€Å"Anxiety Disorders†). Panic disorder which contains about 1.5 percent of the population is when you have repeated panic attacks that’s not caused by other illnesses. It can be triggered by intense exercise or truly dangerous situations, they generally become even worse when you experience a lot of stress at one time. You would generally use psychotherapy to treat this f orm of anxiety. Phobia disorder is a â€Å"persistent, irrational fear of,Show MoreRelatedThe Relationship Between Anxiety And Depression1433 Words   |  6 Pagesdepressive, insomnia, and generalized anxiety symptoms. The measures (ISI=0.87, EPDS=0.85, PSWQ=0.95) all scored above the clinical threshold. All three measures were also correlated in each group and in the total sample. 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Nestle Management free essay sample

Firstly we would thank Allah for giving us the opportunity and the resources to be able to do something productive with our lives. Without His blessings we would not have been able to come as far as we have. Then our sincere thanks to Miss Naima khurshid for helping us throughout this project. His guidelines have been very useful for us in preparing this project. He helped us find new ways of being innovative and creative. This project would not have been possible without her cooperation and continuous direction. Last but not the least we would like to thank our families for their incessant support and approval. . Introduction Engro Foods (Pvt. ) Limited (EFL) has been established in 2005 as part of a diversification process at the Engro Group. The plant located at Sukkur on 23 acre land, has the raw milk reception capability of 300,000 liters per day and UHT milk capacity of 200,000 liters per day. The plant has been established at a cost of Rs. 1 billion which provides direct employment to 750 people. Engro Foods has entered the Food business through milk processing and sale with the company’s vision to pursue growth opportunities based on country fundamentals and own strength. It also positions the company to leverage its corporate social responsibility initiatives and work closely with rural communities to promote integrated farming and livestock development. This effort is expected to play a pivotal role in poverty alleviation and improving livelihoods of the poor in the milk collection areas. Vision Our vision is to become a fast expanding mega foods company. To achieve our vision, the company will initially focus on dairy by investing a substantial amount in plant, milk collection capability and marketing. We are making concrete efforts to expand in and beyond Pakistan; through strategic international alliances, to eventually become global. Core Values 1. Leadership 2. Innovation 3. Diversity and International focus 4. Quality and continuous Improvement 5. Candid and open communications 6. Individual growth and development 7. Enthusiastic pursuit of profit 8. Ethics and integrity 9. Safety, Health and Environment Departments 1. Administration Efficient management of all administrative affairs of Engro Foods (Pvt. ) Limited is the job of the Administration department. From legal matters to general day-to-day operations of the office, the Administration department ensures that all affairs run smoothly. 2. Finance and Accounts The Finance and Accounting departments at Engro Foods are responsible for the total financial management of the different businesses of the company. From the usual accounting statements and sheets to risk and portfolio management, the team ensures that every rupee coming into and out of the Companies pockets is properly documented and audited. 3. Human Resource The Human Resource department at Engro Foods (Pvt. ) Limited spearheads the recruitment process to ensure that the finest human resource is taken on board at Engro Foods. Resumes of candidates are carefully filed and documented for current or future reference. The department, besides carrying out succession planning, maintains and implements HR policies pertaining to employment, retention and superannuation. Assessing training needs of employees and ensuring adequate training is also carried out by the professional HR team at Engro Foods. . Marketing Consisting of leading marketing professionals of the industry, who are graduates of top business schools of Pakistan, the Marketing Department ensures that from product need identification to product development, launch and post-launch, all strategic decisions are made based on authentic information and research. Identifying the target markets, effectively communicating to them and building the image of the brands as well as the Companie s, is the job of the professionals running the marketing at Engro Foods. 5. Milk Procurement As all of our food products are milk based, the entire Milk Procurement department plays a critical role in defining the quality of the end product that reaches our customers. Ensuring regular collection of fresh and pure milk right from the farmer to the factory and ascertaining the freshness of milk all across the milk procurement process, is the responsibility of Milk Procurement department, consisting of food Technologists working at the collection centers and veterinary doctors providing service to the farmers. 6. MIS The MIS department at Engro Foods ensures that all automation is running error-free at all times. Regularly modifying and updating the Companys accounting software is also the MIS teams responsibility. 7. Production Modern technology is part and parcel of Production at Engro Foods. The state-of-the-art plant set up near Sukkhar has a processing capacity of more than 300,000 liters of milk per day, making it one of the largest in the country. Professionally qualified human resource efficiently works night and day to maintain highest hygiene standards. . Quality Assurance Quality Assurance is strictly followed in Engro Foods. Qualified food technologists at this department ensure that highest quality parameters are adhered to through all steps of production and that the products reach the consumers as per promise. 9. Supply and Distribution This department ensures timely and effective distribution of the products to different shops and stores spread all across Pakistan. From transporta tion management to obtaining route permits and approvals, is done by this department 2. Objectives and issues In the recent few months, it seemed that everywhere one looked, there was either a billboard, a TVC or a radio jingle promoting a brand of milk – whether it was Haleeb, Nurpur, Pakola, Nirala, or, recently, Olper’s. But perhaps this isn’t surprising after all. Pakistan, according to recent statistics, is the third largest milk producing country in the world (32 billion liters per year from 50 million animals, with urban consumption at nearly seven billion liters). However, despite this high ranking, packaged milk, even according to the most optimistic estimates, has a mere four percent penetration. No wonder then that processed milk companies (PLMCs) have been rather aggressive in their advertising and marketing endeavors in an attempt to increase the penetration. Industry experts believe that the current economic turnaround has contributed to the growth in the PLM sector, resulting in increased consumer purchasing power. Another reason for growth is a growing awareness pertaining to health and hygiene; this factor, coupled with increasing dissatisfaction with loose milk, has also contributed to growth in this sector. However, in order to make a noticeable increase in penetration, many challenges and perceptions still have to be overcome by the PLMCs. The least important one, perhaps, is tradition. Milk, even amongst the most urbanized consumers, is synonymous with the early arrival of the doodhwala (milkman) at their home on his trusty bicycle (now replaced by a motorbike), reinforcing the impression that the milk is fresh, natural and straight from the cow. And it is this perception that only loose milk is fresh, and therefore healthy and preservative-free, that has to be overcome, if increased penetration is to occur at a substantial rate. Another hurdle in converting loose milk users to processed liquid milk is price. In Punjab, because most dairy farms are based there, loose milk is cheap at approximately Rs 24 per liter, while processed milk is priced at approximately Rs 38 per liter. In Sindh, however, the price differential between loose (Rs 28) and processed milk (Rs 38) is only Rs 10. Though hurdles such as consumer perceptions and price differentials have still to be overcome, the processed liquid milk market looks set to grow. There is a whole world out there to be converted, and it is a huge opportunity for PLMCs. If the economy remains stable for the next five years, penetration will increase at an amazing rate. 3. Executive summary This project is about the marketing plan of Olper’s from the time when ENGRO foods came up with the idea of adding a new product line to their already well established and long set of product lines to the point that they are still heavily promoting their product. We start by giving a brief history about Olper’s and how it came into existence. We talk about the corporate structure and organizational hierarchy of ENGRO Fertilizers, its mission statement and the vision. We move further with its goals that it has thought about for Olper’s and eventually the type of organizational culture of the organization. We discuss the types of marketing research conducted by the company before introducing it to the market and how they have segmented its target market and positioned the product in the minds of the consumers. We discuss the SWOT analysis in which we talk about the strengths, weaknesses, opportunities, and threats the organization is facing since its product was launched. Then the PEST analysis is generally about how the external factors affect the growth and stability of the product. We move further to talk about a variety of marketing strategies employed at different stages of the product life cycle, that is promoting the product and making consumers aware of Olper’s using the 4 P’s to the best of their abilities. The report also confers about the role brand equity played in increasing the sales for Olper’s. Firstly, there are the various ways employed by the brand managers to build and measure brand equity and once the customers start to accept it then how they have managed the brand equity of Olper’s. We conclude the report by discussing the social responsibilities in which ENGRO Fertilizers is involved and the future plans of the organization for Olper’s. 4. Situation analysis A. Market summary Psychographic segmentation On the basis of psychographics, factors such as personality traits, lifestyles and values, the marketers at Olper’s have segmented the market more towards achievers who are goal-oriented and focused on their careers, and experience those who are seeking variety in the milk sector. For example the ads for Olwell mostly show achievers who want to be successful, have high aims and are already doing quite well in their concerned fields. The Olper’s products have targeted experiences because the company has given them a new set of brand and so many will make their first purchase because they want to try something new. Olper’s ads also target believers, traditional conservative people with concrete beliefs. The ads for Olper’s show the beliefs of healthy life with processed milk and plays on the emotional aspect more. Behavioral segmentation Olper’s products have been segmented on the basis of benefits that consumers seek in the milk. In this case, people look for a brand that can be used for all purposes from drinking to tea whiteners as well to feed the animals. The ads also show that consumers should increase their milk consumption for example with every tea they should use Olper’s, every morning they should drink Olper’s and everyday they should feed their pets with Olper’s milk. There may be some hard core loyal in the milk sector. Loyalty maybe towards such established brands as Nestle and Haleeb. There might even be switchers and shifting loyal in the milk sectors that are either price sensitive or want variety. As a result, the marketers need to find ways to make the hard core loyal attracted to the Olper’s brand and shifting loyal and switchers to convert into hard core loyal as well. Market needs †¢It is the first brand which provides all characteristics of complete milk. †¢ Olper’s milk provides a variety in weights. †¢Olper’s milk offers a best composition of ingredients to their target market. †¢Company offers its product at comparative price. †¢Olper’s milk provides multi purpose milk for the cosumers. It can be used for making tea, milk shake, and for the drinking purpose and many more. Market trends: Diet Nutrition †¢Diet and nutrition are fundamental to health throughout life. A good diet can help reduce the risk of a number of health problems including obesity, heart disease, some cancers and type-2 diabete s. †¢ Whenever we are on a diet, we try to ensure that we do not consume many calories. †¢People of Pakistan are getting more and more health conscious due to more awareness about health and food. †¢Doctors recommend fat free milk to the high cholesterol, diabetes patient. And olper’s knows about the problems oe people and give the solution in the shape of olper’s milk. Market growth Olper’s management might consider possibilities for market development identifying and developing new market for its current product. Managers could review new demographic markets for its current products. Managers also could review new graphical markets. Olper’s management could consider product development offering new product to the current market for example, olper’s offer new products like tarang for tea making purpose and olwell a high calory low fat milk, and olper’s cream. B. SWOT Analysis Strengths 1. Engro’s back Olper’s is a brand of ENGRO foods. This means that consumers can relate their former image of ENGRO foods to Olper’s. ENGRO is a well established brand name in Fertilizer, IT and infrastructure business. The brand is well known so customers will automatically have a brand association with Olper’s and see it as a premium quality product. ENGRO is world renowned so it can easily attract foreign investors in backing it against other competitors such as Nestle. ENGRO foods can easily afford research and development costs for Olper’s have in order to introduce new products. It can also distribute the brand through better channels because of its long term relationship with distributors in the agriculture sector. 2. PR with farmers ENGRO has been interacting with the farmers for fertilizers and has gained quite a good reputation over the years. It has led to a strong bond and long term relationship with the farmers who are willing to supply milk to the company. This is an added advantage and strength for the company because it will never be short of milk production. The farmers also won’t have to look elsewhere to sell their milk. 3. Positive response from customers In first year, EFL crossed 1. 4 billion sales figure which shows customers’ satisfaction upon EFL’s products. 4. Its taste, quality proposition and world-class quality proposition system. 5. Strong consumer product research Olper’s done a strong consumer product research before and after launching the product. This has provided them the perfect launching pad to eventually emerge as a global player in the food industry. To develop its future portfolios, EFL has hired various global research partners like AC Nielsen, Mindshare, JWT Asiatic and MARS marketing and advertising agencies. 6. Third-Generation Plant EFL only, has the third-generation UHT milk plant in the country. EFL plant is the only plant in Pakistan that uses Bactofuge technology to virtually eliminate bacteria and ensure premium quality and hygiene. Moreover, it is also setting up another milk processing plant in Central Punjab (Sahiwal) with an investment of Rs. 2 billion (US $ 33 million). Weaknesses 1. Olwell TVC Olwell ad which is based on Western life style, ENGRO foods brand management showed a man who put off his clothes remain just in his undergarments, or half nude lady in a cat walk or men admiring the figures of a lady in mix gender health club. In this ad they are creating associations with the brand through the stripes, which is a highlight of Olwell packaging. Half naked people have been shown with tattoos of the same stripes in order to show that they are loyal consumers of Olwell. Also, the talent, situations and locations connects well with the ad to give Olwell a premium positioning. The brilliant marketing people at ENGRO Foods failed to analyze is that the market they are targeted the ad on, is Pakistan, where practicing Muslims reside, who have strong religious beliefs. When making the ad, the brand managers were focused on, making an ad that should give the brand the most premium look and feel amongst the target consumers but on the other hand they were least bothered about the ethics, religious beliefs and cultural values. 2. Owning Red Color The company has not owned the color red like Nestle has a green Milkpak; Haleeb has a blue carton etc. This may create problems because when a consumer enters a grocery shop, then he/she might have problems in recalling the brand because there is no color association attached to Olper’s. The company may need to find a suitable color in which to focus its upcoming marketing strategies. 3. Low Quality Milk EFL is not having its own dairy farms; it largely collects loose milk from farmers gwalas through its 40 milk collection centers, which sometimes is of low quality and impure because they add vegetable oil to milk to get higher prices. . Packaging EFL is dependent upon Tetra Pak for the packaging of its entire dairy products. Tetra Pak is the only option available to Olper’s for packaging because it is having monopoly in the packaging sector in Pakistan. Due to this reason, Tetra Pak can charge them higher and it could increase the production costs. 5. Milk collection distribution costs EFL’s 34 out of 40 milk-collection centers are located in Punjab, whereas it s only milk processing facility is situated near Sukkhur (Sindh). It increases the milk collection Distribution costs; and also increases the chances of milk getting spoiled because of increased traveling time. 6. Narrow brand portfolio It has been more than a year now, when EFL launched its first dairy product, Olper’s Milk on March20, 2006. But EFL’s brand portfolio still consists of just 3 products i. e. Olper’s Milk, Olwell Milk and Olper’s Cream. Whereas its competitors like Nestle and Haleeb Foods have a much diversified line of dairy products. Opportunities 1. Increased funding by Government Government has decided to increase farmers’ funding. This is an opportunity for ENGRO foods because previously due to weather conditions and other reasons there was lots of wastage of milk but now that can be reduced as farmers will be better able to store milk for longer time periods. 2. Increased consumption of PLM Competition may create opportunities for the company because each competitor in the milk industry wants to increase penetration of processed liquid milk and so they will create awareness for consumers through different advertising media. This will ensure the increase in the consumption of processed milk instead of lose milk and so will in turn lead to increase in sales for the company. Therefore there will be an opportunity for accelerated growth. 3. Awareness Growing dissatisfaction with loose milk and increasing awareness about health and hygiene issues have led to increased processed milk consumption. 4. Third largest producer of milk Pakistan is the Third largest producer of milk in the world with a total production of 32 billion liter of milk a year, whose value is more than that of the combined value of wheat and cotton, from a total herd size of 50 illion milk animals (buffaloes and cows). Livestock accounts for 46. 8 percent of agricultural value added and about 10. 8 percent of the GDP. Milk is the largest commodity from the livestock sector accounting for 51 percent of the total value of the sector. Due to the steps taken by the government and private sector, country’s annual milk production is expec ted to grow at an additional 3 billion liters in the next few years. This is quite an opportunity for ENGRO foods as there is lot of growth in this part of the sector. 5. Improving Economy Threats 1. Competition Competition may pose a threat because the company will have to maintain its leadership in an expanding market so that it doesn’t lose its market share to its competitors. For Olper’s it might be difficult to penetrate in a market where the loyalties exist for such brands as Nestle and Haleeb. These brands have been in the milk industry far too long and have left a mark in the minds of consumers in terms of quality. Competition seems to be getting tougher as a result of new players entering the dairy market. 2. Perceptions and Price Differentials Consumers’ perceptions and price differentials can cause a threat for the company. It is important that Olper’s comes up to the expectations of the customers and fulfills its conformance quality that is the company meets its promised specifications. Consumer’s preferences change with time and prices might create certain barriers in terms of the profit margins for Olper’s. For example, lose milk is still cheaper than packaged milk and that is also one factor that people still prefer to buy lose milk. C. Competition overview Following are the main existing competitors of the olper’s Nestle The main competitor of the olper’s is Nestle milk. Nestle is one of the leading companies in the world. It has very strong brands all over the world. Its advertisement and promotion strategies are very strong. So it is a big threat for the olper’s. It has also a very big product line. And it is a very stable and renown company. It also has a tea making brand named EVERY DAY. Haleeb It is the other competitor of the olper’s in the market. It is also a very stable and popular brand in the market. It is very establish and old brand as it is one of the pioneers of the tetra pak milk industry. Its market share is very large and most of the customers are brand loyal of it. Its distribution channel network is also very large. Good milk Another new competitor or the olper’s in the market is good milk. Its promotion and the advertisement strategies are very good. As it is a new product in the market so it does not have such a big problem as compare to nestle and haleeb. Indirect competitors There are indirect competitors also there like the milk mans in the cities and the local bakeries in the city which are producing the milk and the milk products. Like GOURMET in Lahore. D. Distribution channel overview According to Mr. Ali Akbar, Director Marketing EFL, â€Å"In order to succeed, you should ALWAYS capitalize on your STRENGHTS and NEVER on your COMPETITOR’S WEAKNESS. Engro Foods did exactly that. They used their decades of PR with farmers and used it to provide world-class supply-chain management for delivering the ultimate quality milk in Pakistan. Having kicked off simultaneously in 20 cities across Pakistan, the launch has been ambitious and currently Olper’s is available in 80 cities across Pakistan. It reflects the company’s intention to become a big player in the industry, both on a national and international level. Engro Foods Limited has its own dales and distribution network. EFL has divided Pakistan into five regions for milk distribution namely: Karachi, Lahore, Islamabad, Peshawar and Multan. Due to an appealing color scheme, which stands out in the clutter and thanks to the EFL’s strong relationship building and special discounts to retail outlets, Olper’s has gained a proper shelf placement in the presence of competitors like Nestle and Haleeb. E. Environmental factors When the rate of change inside the company is exceeded by the rate of change outside the company, the end is near. † Political/Legal Factors In year 2005, the Ministry of Industries and Production established Dairy Pakistan Company on the lines and model of Dairy Australia. The main objectives of the company are as under: a. To promote milk and other value added dairy products i n the domestic as well as international markets. b. To promote development and up-gradation of dairy supply chain in Pakistan by supporting and facilitating the farmers, processors and other stakeholders across the value chain. . To support dairy sector growth by way of supporting and facilitating business development services for the enterprises across the dairy value chain. d. To initiate and support interventions across the dairy value chain to enhance sector competitiveness through innovations and research. e. To promote technology development, transfer, assimilation, streamlining, acquiring and/or up-gradation across dairy value chain by undertaking new initiatives. f. To help introduce international best management practices for better productivity and operational efficiencies. g. To promote training and skills development of human resources associated with the dairy sector. h. To help create enabling/supporting/conducive business environment for enterprises operating in the dairy sector and propose new rules/regulations/bye- laws/standards for providing a level playing field and conducive regulatory environment for the development of sector and propose amendments thereof in any existing rules/regulations/bye-laws/standard in the sector and bring local industry in consonance with international standards. Economic Factors Inflation rate of Pakistan for the current fiscal year has grown to 7 percent. This thing is really hurting the purchasing power of Pakistani consumers. PLM which is already considered as more costly compared to open milk is becoming out of reach of general public. As a result, there is an increased pressure on PLM companies to either decrease Their prices or at least keep prices stable. Moreover, packaged milk industry which each year pays millions of taxes is not being given any relief in terms of taxes by the government. Competition is also increasing with the entrance of new domestic players in the dairy and food sector and plans to increase investments by the already established companies. Nirala, good milk, Pakola are the few names which have recently introduced their dairy product lines in the market. Major textile groups are also diversifying into dairy and livestock business and some of them have even acquired lands to start their business. Leading industrial groups such as Jamal Din Wali Sugar Mills, Dewan Group of Industries and Shakar Ganj Sugar Mills have already made substantial investments in dairy livestock sectors. In March this year, Nestle Pakistan opened a state-of-the-art milk processing facility in Kabirwala, Punjab. The plant, Nestle’s largest milk reception facility in the world has a processing capacity of 2 million liters of milk per day. Socio-Cultural Factors In order to make a noticeable increase in penetration, many challenges and perceptions still have to be overcome by the PLMCs. The least important one, perhaps, is tradition. Milk, even amongst the most urbanized consumers, is synonymous with the early arrival of the doodhwala (milkman) at their home on his trusty bicycle (now replaced by a motorbike), reinforcing the impression that the milk is fresh, natural and straight from the cow. And it is this perception that only loose milk is fresh, and therefore healthy and preservative-free, that has to be overcome, if increased penetration is to occur at a substantial rate. Over the years, all PLMCs, but especially the two older players, Nestle and Haleeb, as well as Tetra Pak (the company that packages the processed milk) have been making active efforts to convince loose milk users to switch to processed milk. In the last six years, Tetra Pak has launched three major campaigns aimed at changing consumer perceptions. Last year, Tetra Pak’s third campaign, Wohi Dhoodh Aur Kya? Milk, What Else? ) Addressed the misconception that processed and packaged milk has preservatives. The campaign talked about the benefits of Tetra Pak’s six-layered packaging material and innovative technology that keeps milk safe for a long time. The highlight of the campaign was the introduction of a buffalo character called, Moomoo, who explained why UHT milk stays safe and hygiene for a long time in a Tetra Pak carton. Despite these marketing endeavors, perceptions cannot change overnight; this requires patience and continuous investment to educate consumers on the benefits of packaged milk. Every product’s lifecycle consists of an introductory phase, growth phase and maturity phase. It takes time to change attitudes, especially in a culture where the concept of fresh milk is healthier option. Another hurdle in converting loose milk users to processed liquid milk is price. In Punjab, because most dairy farms are based there, loose milk is cheap at approximately Rs 20 per liter, while processed milk is priced at approximately Rs 38 per liter. In Sindh, however, the price differential between loose (Rs 28) and processed milk (Rs 38) is only Rs 10. As a result of price considerations, most PLMCs have not increased prices in the last 5 years. Moreover, Nestle and Haleeb have introduced smaller packages to cater to consumers with limited cash flows, although there is a convenience factor at play here as well. Technological Factors Different initiatives taken by the company, so far, to bring about a White Revolution in the country are: a) Farm Cooling Tanks Loan Scheme A mechanism for the operation of Farm Cooling Tank Loan Scheme has been proposed and guidelines are being developed for applicants. They will include standards for quality and hygiene for installation of the tanks and also details on the testing of the milk being received for composition and quality. b) Model Farms The targets for this project are to establish 50 farms by the end of June 2006 and 100 by the end of 2006. An Australian consultant is currently visiting Pakistan for this purpose. First 14 farms in Okara, Punjab have been formally established as model farms. These farms are generally of medium size and all supply to Nestle. One model farm has been established in Sindh. Efforts have been made to identify clusters of farms to be established as model farms at stage two. It is proposed to work with one group of small farmers who are currently part of Idara-e-Kissan / Halla and a further group of farmers in Sindh who currently supply to Engro. In stage three, it is proposed to identify further farms with probable extension of the programmed to NWFP. c) Other Policy Interventions Draft Quality Standards are being worked on by a SWOG group who has provided the first draft paper for discussion with stakeholders. It is necessary to open a dialogue with PSQCA, PSI and other interested parties to progress the stablishment of Food Safety Standards. Work is also being undertaken to establish a case for zero rating Dairy Products for sales tax. 5. Marketing strategies. Positioning the brand Positioning involves designing the product and image that will occupy a distinctive place in the minds of the target market. As can be seen, nestle milkpak and Haleeb have th e largest profit margins and market share in the milk industry. Thus the marketers at Olper’s have decided to create its own unique image and then strengthen the position in the customers’ minds. They have done this by taking a number of following steps: 1. Packaging of Olper’s milk and Olwell in red color and Olper’s cream packed in purple color are quite different and distinctive from the typical green and blue packing used by other competitors. 2. The brand has been positioned as an all purpose milk that is meant for everyone, especially for those who live life to the fullest, hence its tag line, â€Å"jo dil khol kay jeetay hain unheen kay liyay hai Olper’s† Olper’s always tries to create customer intimacy that is it focuses on satisfying the customers’ unmet needs. Processed milk is seen as less lacking all the nutrition’s that is part of milk due to passing through so many processes. But Olper’s positions itself as milk that has not lost its nutrients. The unique selling proposition for Olper’s is: Subah Bakhair Zindagi, but recently the company changed the USP to: Jo dil khol kay jeetay hain unheen kay liyay hai Olper’s. Both the tag lines have a very positive impact on Olper’s image because of the emotions involved in both the lines. The marketers have used different positioning for Olper’s products: a. They have used the attribute positioning for Olper’s milk. The main theme of the product is that it is meant for all purposes without any user imagery. Olper’s ads also show attributes of milk such as good for health. b. They used the benefit positioning for Olwell. The product is positioned as delivering the benefit of helping to reduce weight and for healthy bones. c. Olper’s cream is positioned as good for a specific use or application. In this case the cream can be used to make cake icings and desserts look great. It can be said that all the different stages have been performed by the marketers with extreme care and research. Product Olper’s Milk Launched on March 20, 2006, Olper’s milk is EFL’s standardized and homogenized pure UHT (Ultra heat treated) milk with 3. % fat and 8. 9 % solid non-fats. It is EFL’s premier Brand and the choice of quality-conscious consumers who only go for the best. It is available in easy-to-open, 6-layered Tetra Pak Brick Aseptic red packaging and comes with a 3 months shelf life. Shipping Units 1 Liter (1000 ml ) : 12 packs per carton ? Liter (500 ml) : 12 packs per shrink-wrapped tray ? Liter (250 ml) : 27 packs per shrink-wrapped tray Olper’s Cream The premium cream processed hygienically from pure fresh milk, Olper’s Cream is luxuriously rich in its thickness nutritional value. It promises the richest scrumptious assortment of tempting toppings, delicious desserts and creamiest coffee with its unique taste, also great for eating with bread etc. It was launched on September, 2006 and comes in 6-layered Tetra Pak Brick aseptic purple color packaging with 6 months shelf life. Shipping Units ? Liter (250 ml) : 27 packs per shrink-wrapped tray Olwell Hi-Cal Lo-Fat (HCFL) Milk Launched on December 15, 2006, Olwell is a low-fat, high-calcium milk with the richness of pure milk. It is an ideal choice for weight-watchers and heart patients. It is also high in calcium content, which prevents osteoporosis. Packed in 6-layered Tetra Pak Brick Aseptic red packaging with easy-to-open plastic cap, it comes with a 3 months shelf life. Shipping Units 1 Liter (1000 ml ) : 12 packs per carton ? Liter (500 ml) : 12 packs per shrink-wrapped tray Price EFL IS pursuing the competitive pricing strategy for its products. In competitive pricing the price of the product is determined considering the price of major competitors like Nestle, Haleeb etc. Olper’s Milk Olper’s Cream Olwell Hi-Cal Lo-Fat (HFCL) Milk Promotion Advertising Olper’s launch was, perhaps one of the most aggressive as far as processed liquid milk (PLM) is concerned, with TVCs, print ads, radio commercials, billboards and plenty of BTL (below the line) activities including direct consumer and shop branding activities. Due to this aggressive marketing campaign, the competition seems to be getting tougher. This can be gauged from the fact that Nestle re-launched its product packaging and marketing campaign just before Olper’s launch. One can also a far greater number of milk advertising billboards in Multan city than seen earlier like of Nirala, good milk and Nestle. Olper’s Milk Media mix for Olper’s milk includes TV, print, outdoor, radio BTL activities. Olper’s considers radio still an effective medium because A B house wives still listen to the radio on a daily basis. Post Mortem Graphics of the ad are excellent except the body copy which is quiet overloaded with information. TVC however, is excellent. The Signature ad (the product intro ad) was a 125 seconds ad with only 3 seconds of branding! This type of advertising has never been practiced in Pakistan. Using celebrities like Shan is not a good option as he has already developed his association with Mobilink. But overall Olper’s has done a great job in designing and executing its ad campaign. Olper’s Cream Post Mortem Color is soothing, caption is great. But the picture of the pastry is not attractive at all, the cream is barely there. It should be mouth watering picture of a desert with lots and lots of cream on top. Lifes a dessert is a boring statement. If you are a creative team, you can for sure come up with something new and fun! Olwell Hi-Cal Lo-Fat (HCFL) Milk Post Mortem The brand is positioned rather too narrowly towards SEC A. Nestle’s NesVita and Calcilock campaign was closer to a normal Pakistani consumer. Secondly, there are certain boundaries and cultural values that should be respected. Olwell ad is too much for me to digest and I have no options but to switch the channel. Engro has over done it and to make things worse it’s not as clear and well communicated as NesVita was. Segmenting and targeting the market for Olper’s It is difficult for any one company to engage in mass production, mass distribution and mass promotion for its product. The complexities arise from the proliferation of advertising and distribution channels and the high costs associated with reaching a mass audience. Therefore, companies segment the market so that they can target the group of customers who share similar needs and wants. The milk sector shows a market that has homogeneous preferences that is the consumers have similar preferences. They want milk to be white, carefully processed, and good for health and bones. Keeping these things in mind Olper’s market has been segmented. The marketers at Olper’s have had a number of options available to them when segmenting the market for their products. So far company has introduced three new products: Olper’s milk, Olwell diet milk and Olper’s cream. Demographic segmentation Olper’s products are not bounded to any particular age, gender or lifecycle stage. The brand is meant for all the users in higher upper or middle class families. Even though the brand calls for a small percentage of an individual’s income but lower class wouldn’t want to buy the brand maybe because they are price sensitive or because they believe lose milk is better than processed milk and has all the nutrients that the processed milk lacks. However all the companies in the milk sector are trying to change the image of processed milk as non-nutritionist milk? Therefore it can be said that Olper’s has been positioned as a brand for high income earners. Due to the income factor involved it can be said that Olper’s milk target a specific social class who are health conscious and concerned about their weight. Marketing Research conducted by ENGRO Foods Marketing research is an important step when a new product is to be launched into the market. There are many risks associated with that new product and especially when a company decides to diversify into a completely new market that it was not previously catering to. Thus in order to reduce the magnitude of the risks and to be successful, large organizations with a research and development department conducts the marketing research. Even those organizations that do not have a RD department can conduct marketing research through other companies that are providing the facility of marketing research. One such company is A. C Nielson that carried out the marketing research for ENGRO foods when the idea of diversifying into a new market was introduced. Marketing research is the systematic design, collection, analysis and reporting of data to the relevant parties. ENGRO wanted to setup a new fertilization plant but due to certain Constraints from the government weren’t able to do so Therefore, the organization decided to move into a new market. They came up with several options including telecommunications and power plant but they found out that the food industry held the greatest promise. It was an exploratory research that is the main goal was to shed light on the real nature of the problem in this case, diversification into a new market, and to select possible new solutions and ideas such as the food industry. They also went though the list of at least 1,200 names before they decided to introduce Olper’s. Olper’s is promoted as the milk for all-purposes. The reason for this is that while conducting research, they found out that people want milk that could be used for all purposes such as drinking, tea whiteners etc. Once the brand was introduced the organization wanted to add more product lines to it. Therefore they conducted another marketing research to find out the success of Olper’s. The researchers started off with secondary data that was available. They tried to uncover the level of complexity involved in such a decision and the magnitude of success. But that wasn’t enough so they started to collect primary data through the use of different techniques. The first started with survey research to understand the people’s beliefs, preferences and core needs that can be satisfied by introducing additional products. The researchers also conducted observational research to observe the people in different settings. They used it to find out which brand the people really bought, where did they take more time in purchase process and where did they look when they were shopping for grocery. This helped them to see the shelf-space that can be used. They used the method of shadowing that is they observed people while using the product. They also conducted unfocused groups where they interviewed a diverse set of people to explore ideas about the brand and what more they want in the food sector to be available to people. After the analysis of data researchers present the findings to the decision makers who pass the final verdict. Due to the positive responses of consumers, the decision makers Decided to go ahead with the idea of introducing more product lines to the food Olper’s brand. It can be said that successful marketing research helps the marketers to understand the costumers’ needs that are still unfulfilled. The two new products of Olper’s in the market are Olwell diet milk and Olper’s cream. The organization has further plans to expand more in this sector and introduce more products related to milk. Future plans Engro Foods Limited (EFL) announced its vision to emerge as a global player in the food industry with a proposed initial spending of over $200 million. The vision announced at a press conference in Karachi aims at transforming the company within the next five years into first national food industry iant, then into a regional force and finally into a global player. For the year 2007, the Board of the Company has already approved Rs 2. 0 Billion investments in capacity expansion and marketing, including setting up of a plant in Central Punjab. While unfurling its future plans, ENGRO Foods CEO Sarfraz Rehman stated, Our vision is to become a fast expanding mega foods company. To achieve our vision, the company will initially focus on dairy by investing a substantial amount in plant, milk collection capability and marketing. We firmly believe that there is a big dairy opportunity available and with our strong entry in UHT milk category, with Olper’s milk, we have placed ourselves ahead of others in terms of quality and consumer-understanding. It is our belief that we can get the maximum out of this opportunity by focusing on innovation and quality. – Press release ENGRO Foods is making concrete efforts to expand in and beyond Pakistan; through strategic international alliances, our vision is to eventually become global. He said that dairies have entered the market in the past but failed due to lack of technical expertise and financial soundness. Elaborating further, he mentioned that ENGROs 40-year-old relationship with the farmer also gives ENGRO Foods another edge over the competitors. The future plans also include as ENGRO Foods coming up with new products / brands to expand its portfolio in the dairy industry. The company will be launching new brands in various dairy categories after c ompleting solid consumer and product research. The company has already hired various global research partners to develop its future portfolio. The company also plans to encourage women in the companys workforce, especially in the milk collection areas, thus contributing to poverty alleviation. The company is already working with several NGOs and agencies and has recently signed an understanding with UNDP to initiate women’s veterinary workers programmed in addition to signing a micro-financing model for dairy farming with Pakistan Poverty Alleviation Fund (PPAF). BIBLOGRAPHY www. google. com. pk www. engrofoods. com. pk www. engrochemicalsltd. com. pk www. nestle. com. pk www. haleebfoods. com