Literature Essay Example | Topics and Well Written Essays - 750 words

Literature - Essay Example This passage is from Devora Baron’s â€Å"Bill of Divorcement† on page 55. The language is a translation of a Jewish author’s work. The length of sentences varies to slowly build up the action. The first sentence has 37 words and active voice shows the woman’s sense of control over her life. The second sentence has twelve words. It signifies how much she loves and adores her husband. The word â€Å"boil† seems to be a metaphor for her â€Å"boiling.† It foreshadows her fate as the one who will be cooked. The last sentence has sixty words and reads like a death sentence. Indeed, the word â€Å"sentence† is mentioned. Furthermore, the â€Å"hardness† or harshness of what happens to her can be summarized in how Isser Ber cannot look at her. He is guilty for what he will deliver to the woman who loved him too much. This passage is significant to the story, because it shows the hardships of women as wives in any patriarchal society, where they are supposed to play specific traditional gender roles. They must fit certain social expectations, or else, they will get sacked and get the Bill of Divorcement. The home that they painfully and patiently built will be gone in an instant that society decrees them unfit as a wife. This passage summarizes how society treats women who cannot be exactly what men want them to be. No matter how much a woman loves or sacrifices for her man, she will get no mercy for not being the woman that society wants her to be. ______________________________________________________________________________ 2. H. On the day I became thirteen years old and a member of the congregation, my mother, peace be with her, bound her kerchief around my neck. Blessed be God, who has given His world to guardians. There was not a spot of dirt to be found on the kerchief. But sentence has already been passed on the kerchief, that it was to be lost through me. This kerchief, which I had observed so much and so long, would vanish because of me. This passage is from Agnon’s story, â€Å"The Kerchief† at page 64. The language comes from the viewpoint of a deeply religious person. The sentences vary in length. The first sentence talks about the rite of passage of a Jewish adolescent. His mother must be proud of him to use her best kerchief for him. Agnon believes that God gives His world to His people. The kerchief is also described as spotless, a sign of purity. It is a metaphor for goodness. However, the last two sentences show guilt for losing the kerchief. This passage is significant to the story, because it stands for the meaning of purity. Purity is not something people wear like a kerchief during Sabbath. It is not like an accessory that people can choose to wear or not to wear as they please. Agnon depicts that purity is about following God’s words every day of one’s life, even if it means giving a precious kerchief to a beggar. Through his action of com passion, he shows that indeed, God has â€Å"given His world to guardians,† if these guardians know how to show love and mercy to those who need it the most (Agnon 64). ______________________________________________________________________________ 3. J. The rabbi’s son needs only a single moment to pass silent judgment on the woman who was intended to be his bride: Her dress hangs from her like a sack, her eyes are large, black, and pretty, but she flutters her eyelids

Hayek's Idea of Information Use and Its Use in 21st Century Essay

Hayek's Idea of Information Use and Its Use in 21st Century - Essay Example The essay "Hayek's Idea of Information Use and Its Use in 21st Century" talks about the Friedrich Hayek's views on information usage in the marketing area expressed in his article "The Use of Knowledge in Society". According to Hayek, the more decentralized the economy is, the more variable the information is (spread throughout the society). In his own words, â€Å"The marvel is that in a case like that of a scarcity of one raw material, without an order being issued, without more than perhaps a handful of people knowing the cause, tens of thousands of people whose identity could not be ascertained by months of investigation, are made to use the material or its products more sparingly; i.e., they move in the right direction†. Hayek has pointed out the danger of tyranny that lies in a centrally planned economy resulting from the control of economic decision-making by the government. The functioning of any market depends largely on the nature of the information that the economic agents interacting in that economy possess. According to Hayek, there are mainly two types of information that are available to an economic agent. In this article, Hayek also marked a difference between two categories of information or awareness. One is scientific or technical information and the other is the information about individual’s capacities on the other. This paper tries to relate these ideas to the 21st-century growth in information about individuals and their wants, needs, capacities and the making of new markets such as eBay.... The functioning of any market depends largely on the nature of the information that the economic agents interacting in that economy possess. According to Hayek, there are mainly two types of information that are available to an economic agent (Hayek, 1945). On the one hand there is the scientific information and the technical information. This is basically the theoretical information regarding any activity, related to production or distribution the goods and services or related to the allocation of scares resources. And the other is related to the information that an individual possess regarding his capacities on the other individual(s). The first type of information is basically of theoretical type. In this information an individual acquires information necessary to the make economic decisions, such as production, distribution etc. The other type of information relates to the practical exposure of all the theoretical information those are available to the individuals. These are basi cally the useful and realistic information (Hayek, 1945, p. 3). Types of information: According to Hayek, all the theoretical information is related to the specific section of the society that are related to the generation and the development of those theories. These individuals are responsible for the invention and the study of those theories. Again in other sense of the explanation of this information this kind of information is not the aggregate of all available information. Rather this is the information of specific circumstances of specific time and place. In this respect it is said that every individual in any economy possess some unique information which give him some kind of advantage

Effects of Federal Mandates on Intergovernmental Relations Essay Example for Free

Effects of Federal Mandates on Intergovernmental Relations Essay Public Policy making is a central task of the Government. There has been concerns regarding the influence federal mandate on intergovernmental relations. In order to understand and evaluate these influences we will discuss the influence of the intergovernmental lobby over the Medicaid program. We will also analyze the importance of interest alignment between the federal and states Governments and auditing transparency in order to ensure smooth working of these public programs. Medicaid is the health insurance program that is administered by the states and funded jointly by federal and state governments (Weissert 1992). The Medicaid has an important place in the history of medical treatment in the U. S. An organisation noble in conception has two dimensions to put up with. The dual dimension challenges are to cope up with the changing needs of patients with ever increasing costs due to advances in medical knowledge, medicines and technology. From the other side the pressure is to find solutions in the restricted budget and to handle the changing political pressures. From its beginning the Medicaid gone through many reforms. Researchers have identified few challenges facing Medicaid in order to cater the needs of the patients. They are keeping it clear to engage service users in decisions or engaging the wider public. Secondly to develop a link between the public and the health system. Third, Quick solutions through open discussions. The fourth is to take a long run at this. Finally, achieving above goals and much more from the Medicaid by engaging users and patients in the decision making process. The last few decades have seen a major change in the Primary care requirements, increase in the ageing population, widespread of chronic diseases, increase in the patient’s awareness, and greater accountability due to increased exposure (Coote, 2005). This has created a paradigm shift in the requirements of patients. The increasing trend of client centred services has made it important for the Medicaid to find ways to provide rapid and easy to access primary care to the patients. According to the Department of Health change plan the vision of change in Medicaid should be directed towards the needs of the patients rather than the service providers. In order to undertake the change process effectively the professional role of the NHS staff should also be transformed. These steps towards modernisation were indicated: ) Adoption of change by the Medicaid staff. 2) Government’s role in getting rid of barriers in the way to change. 3) The method for education and training should also be restructured. Since the Medicaid program is undertaken with the combine efforts of the federal and state governments it can clearly provide the picture of the influence of states in intergovernmental relations. The administration of the Medicaid program provides the state governments with experience, management abilities and the information of the important aspects of effectiveness of such programs for low-income group. Both the federal and state governments fund the Program. It is often the case that there is vast difference in the goals of both state and federal governments. In order to justify the expenses it is mandatory for the federal government to undertake audit programs (Anton 1997). The process of testifying Medicaid program has always remained controversial as it has been noticed many times that state agency faces lesser criticism while warranting on the Medicaid program. This has remained a moot issue between the state and federal governments as often conflict arises on the same issue between the two government levels. A lack of collective action has been felt between both the federal and state level governments. The situation seems to threaten the federalism. State governments have the expertise to undertake analysis and suggest improvement measures but these expertise are not used to promote intergovernmental relations hence adversely effecting the potential program improvements. Both the state and federal governments at a set rate fund the cost for the Medicaid program. It has been observed that the governments of different states keep on experimenting with different payments mechanisms mostly aimed at reducing their cost through transferring their the cost of the program to the federal treasury (Weissert and Weissert 2006). The states use different funding processes in order to draw down funds from the central government without spending their own funds. One such way is to increase the payment rate for the eligibility of public care providers. This higher payment rate in turn gives rise to the share of the federal government. The state governments get back the portion of the surplus through tax imposition or voluntary contributions. Although many states use this surplus amount in the provision of other public facilities to the people but still there has been doubts regarding the proper and transparent use of these funds. States use two such programs: Under disproportionate share hospital payments (DSH payments) program the state governments provides higher amounts of funds to public hospitals and community health centers which serve people from low income group. Through the Upper payment limits (UPL) states reimburse some of these providers up to the highest Medicaid reimbursement rate (Weissert and Weissert 2006: 267). These programs are implemented to cover the costs of care provision to low-income Medicaid and uninsured patients. The states use intergovernmental transfers (IGTs) to transfer back the funds at the different levels of government. The reliability of these (IGTs) as the evidence of payment recycling is suspicious. Although it is through the federalism the possibilities for acquiring information regarding the policies increases because of the improved chances of experimentation due to decentralization but on the other hand it is also federalism which acts as a constraint to undertake measures according to that information. The higher degree of discord between the federal and state level governments’ results in shape of the wastage of the state potential which can be used for the well being of the nation at federal level. This is what we call the â€Å"failure of federalism,† where the state level expertise are not acknowledge in national policymaking.

Effect Of Facebook On Academic Performance

Effect Of Facebook On Academic Performance THE IMPACT OF FACEBOOK ON STUDENTS’ ACADEMIC PERFORMANCE INTRODUCTION Facebook is dominate potential –places among youth specially students. Most of students are spending more time in using Facebook which is lead to impact time spending in education. This research is going to study whether Facebook impact on students’ performance or not in SLIATE. The SLIATE (Sri Lanka Institute of Advanced Technological Education) is one of the leading educational institutions in Sri Lanka for higher education and is a statutory body coming under the purview of Higher Education Division, Ministry of Education. SLIATE has been established by the Parliament Act 29 of 1995 focusing on fostering Advanced Technical Education at a post-secondary level and its head is Director General appointed by the cabinet. It is mandated to establish Advanced Technical Institute (ATI) in every province for both Engineering and Business Studies. (http://www.sliate.net/about.htm) BACKGROUND OF THE STUDY Nowadays most of peoples use Facebook to make social network among people all over the world. And students also spending most of their time on such social media called Facebook. Facebook.com (Facebook), the most popular and commonly used online social network Web site, has created passion among college students in modern years. College students are become very interest in online social networking. â€Å"Online social network sites such as Facebook work as an important entertainment for undergraduates. Facebook, the most popular social network site, was specifically designed for undergraduates and is the most commonly used. Therefore, time spent on Facebook may affect academic performance. For example, time spent on Facebook may directly affect and/or reasonable the students’ academic performance. OBJECTIVE OF THE STUDY The ultimate purpose of this study is going to examine the use of Facebook weather it is impact on students’ academic performance or not. The core research question of this survey is: what is the effect of online social networking site, Facebook, having on students’ academic performance (Examination Marks)? In other words does time spending (access) every day on Facebook have a significant impact on academic performance (Examination Marks)? In addition to that this survey going to test do Sex, age and status of the student impact on academic performance on them? SIGNIFICANCE OF THE STUDY The college classroom is used to delivering the product (student education) of the college. The objective of education is to have students learn and succeed. Thus, it is important to know and understand how student use of online social network sites (i.e. Facebook) affects academic success. Therefore, a critical examination of the impact of Facebook on academic performance is very essential. This useful presentation to help students, lecturer, teachers and academic leaders. Students, specially, can get better understand the consequences of Facebook site use on educational performance. Lecturer, teachers and academic leaders can get valued understanding and information about the relationship between the students time spend on Facebook and how it affects students’ academic performance. Also, academicians can be get well prepared to guide and mentor students regarding the negative impacts of Facebook sites on their academic performance. METHODOLOGY This research is designed to test the impact of using Facebook on student academic success and performance in their exam. Research can explain through the collection of numerical data, which is then analyzed using computerized statistical package. With survey research, I can select a group of respondents, collect data, and analyze the data to answer the research question. I have collected quantitative as well as qualitative data from a sample using questionnaire technique. This research is an appropriate investigation tool for making generalized interpretations about a large group of people based on data collected from a smaller number of individuals from that group. POPULATION AND SAMPLE The population for this study is Higher National Diploma 2009 Batch students of SLIATE, Kandy. The students’ academic performance is evaluated through final marks taken by students in Strategic Financial Management. The independent variable is use of Facebook every day. This data was taken from the respective student through small questioner during the class. Furthermore some demographic data also have been collected such as: gender, age, and student status weather full time or part time. They described the sample characteristics. The student (sample) selected the answers from the survey that best described them. DATA ANALYSIS I used SPSS 16.0 to perform the statistical analysis. Basic frequency analyses were conducted using demographic information. The questions were analyzed using descriptive statistical analyzing techniques. Descriptive statistics was another statistical technique which is used in this study to define the mean, minimum value, maximum value, and standard deviation for all the demographic variables. SPSS is presented in tables and charts. Most importantly the core research question’s answer is tested by using Independent Samples Test and ANOVA test also is performed as statistical technique. I used this technique to find the impact of using (spending time every day) Facebook on student’s performance, by comparing means marks between student’s who are spending time on Facebook and who are not. So I used SPSS 16.0 to analyze statistic and interpret the result. This study is intended to bring attention to and awareness of the impact of using Facebook on students’ academic performance. FINDINGS This section is presents the output generated by SPSS 16 from data collected for survey. Table 1 represents the total number of respondents included in the sample of 106 students. Among them 45 students are spending time on Facebook every day which represent 42.5%. But 61 students (57.5%) are not spending time on Facebook every day. Table 2 represents the status of the students such as whether full time or Part time students. 43 students are engaging in Full Time and 63 students are engaged in part time course. Table 3 represents the total sample consist of 64 students are female (60.4%) and 42 students are male (39.6%). Table 4 represents the age group of the sample. 68% of the sample students represents the age group of 25 Years. 15.1 % of students in 26 years age group. Other age groups are approximately similar to 10%. Table 5 represents summary of respondents. 11 female and 10 male Fulltime students, and 16 female and 8 Male part-time students are spending time on Facebook every day. But 11 female and 11 male Fulltime students, and 26 female and 13 Male part-time students are not spending time on Facebook every day. Table: 6 represents the descriptive statistics of the sample with a variable of Facebook usage on student’s performance which is represented by Marks. The students mean marks those who are spending time on Facebook is 77.36. At 95% confidence level the mean marks of the student’s lies between 74.52 to 80.19 marks. But there is a 5% change to the mean marks not lies within the range. And the standard deviation of marks is 9.432, median is 78.00, normal distribution is negatively skewed to left at -.592. The students mean marks those who are not spending time on Facebook is 77.93. At 95% confidence level the mean marks of the students lies Between 75.96 to 79.91. But there is a 5% change to the mean marks is not lies in the range. And the standard deviation of marks is 7.726. , median is 78.00, normal distribution is negatively skewed to left at -.276. Tests of Normality H0: Student’s marks are normally distributed H1: Student’s marks are not normally distributed The Tests of Normality are shown in the table 7. Here two tests for normality. For dataset small than 2000 elements, we use the Shapiro-Wilk test, otherwise, the Kolmogorov-Smirnov test is used. In our case, since we have only 106 elements, the Shapiro-Wilk test is used. From the table Group Yes p-value is .040 and Group No p value is .294. So in group yes, we can reject null hypothesis and we can conclude that the data comes is not normal distribution. But in case of Group No, We cannot reject the null hypothesis and conclude that the data comes from a normal distribution. However when analyze the Normal Q-Q plot of marks in Figure: 1 Group yes is approximately normally distributed. So we can assume that data are normally distributed to use the independent sample test. Figure: 1 Figure: 2 Figure: 3 Statistical Hypothesis H0: Student’s marks of two groups are equal ( µ= µ) H1: Student’s marks of two groups are not equal ( µÃ¢â€°  Ã‚ µ) Research Hypothesis H0: Use of Facebook is not significantly affect the students’ performance H1: Use of Facebook is significantly affect the students’ performance This table 8, represents the results of the independent-samples t-test. The Levene’s results had an F-statistic of 1.844 with a significance value (P) of 0.177. Because, P > ÃŽ ± (0.177 > .05), the two variables has statistically equal variance distributions. Therefore, we can use the first row of t-test information to determine if the two group mean marks are statistically different from each other. The t-statistic value is -0.347. The degrees of freedom is 104. The 2-tailed significance value is 0.729. The difference between the means of two group is -0.579 and the standard error of this difference is 1.668. The 95% confidence interval of the difference ranged from -3.887 to 2.729. Because P > ÃŽ ± (0.729> 0.05), we cannot reject null hypothesis i.e. there is no significant evidence that two groups students’ average marks are different, so we can come to the conclusion that use of Facebook is not significantly impact on students’ performance. Research Hypothesis H0: Sex not significantly affect the students’ performance ( µ= µ) H1: Sex is significantly affect the students’ performance ( µÃ¢â€°  Ã‚ µ) The Levene’s results had an F-statistic of 5.194 with a significance value (P) of 0.025. Because, P < ÃŽ ± (0.025 ÃŽ ± (0.627> 0.05), we cannot reject null hypothesis, so we can come to the conclusion that the average marks is statistically not significantly different in sex of students. So sex of the students are not impact on students’ performance. Research Hypothesis H0: use of Facebook is not significantly affect the students’ performance ( µ= µ) H1: use of Facebook is significantly affect the students’ performance ( µÃ¢â€°  Ã‚ µ) Table 11 represents the results of the independent-samples t-test. The Levene’s results had an F-statistic of 0.023 with a significance value (P) of 0.879. Because, P > ÃŽ ± (0. 879 > .05), the two variables has statistically equal variance distributions. Therefore, we can use the first row of t-test information to determine if the two group mean marks are statistically different from each other. The t-statistic value is -0.154. The degrees of freedom is 104. The 2-tailed significance value is 0. 878. The difference between the means of two group is -0.259 and the standard error of this difference is 1.668. At 95% confidence interval difference ranged from -3.591to 3.073.because P > ÃŽ ± (0 .878> 0.05), we cannot reject null hypothesis, so we can come to the conclusion that the average marks of the two group (Full time and Part Time) of students are statistically not significantly different. In other words student’s status is not impact on student’s performance. Research Hypothesis H0: Age is not significantly affect the students’ performance ( µ= µ) H1: Age is significantly affect the students’ performance ( µÃ¢â€°  Ã‚ µ) Table 12 is represent ANOVA output. Which is used to compare mean differnces between age groups of the sample. The F-statistic is 0.753, The Sig value is 0.523.P > ÃŽ ± (0.523> 0.05), we cannot reject null hypothesis i.e there is no significant evidence to reject that age of students’ average marks are different, so we can come to the conclusion that the average marks of students’ age are statistically not significantly different. So student’s age is not impact on students’ performance. OVERALL CONCLUSION The use of Facebook is statistically not impact of student’s performance. Even sex, Age, or Status also statistically not impact on students’ performance. LIMITATIONS The selected variables are not significantly impact on students’ performance. To know what are the factors are affecting students’ performance, we have to include more variable in addition to this variable and include more samples into the survey. The potential limitation of this study is that the participants are sampled from only one insti

Influence Tactics Essay -- Rational Persuasion, Pressure Tactics

Rational persuasion has been found to be used in all three directions: upwards, downwards and laterally. (Yukl, & Falbe, 1990) Rational persuasion is used in all directions in organizations because it is relevant in most discussions. Another contingency affecting the use of rational persuasion is the objective of the influence attempt. (Yukl, Guinan, & Sottolano, 1995) Rational persuasion has been shown to be used most often to procure political support, resources, or approvals. Rational persuasion has been shown to be flexible and adaptable for the vast majority of situations involving influence. However, it is even more so relevant when attempting to obtain the desired results stated above. Personality Factors The use of rational persuasion, as an influence tactic, is also affected by the personality style of the influencer. Managers who score high on conscientiousness will be more likely to adopt upward influence tactics that involve rational persuasion. (Cable, & Judge, 2003) Rational persuasions are consistent with the practical, careful, thorough and organized disposition characterized by conscientious workers. Along with the direct effects of personality styles there is also an interaction between the personality traits of the influencer and the leadership style of the target superior. An individual that scores high on extraversion, and believes their leader is inspirational will be less likely to employ rational persuasion. Extraversion includes characteristics such as assertiveness, sociability, and energy. (Thoms, Moore, & Scott, 1996) Extraverts differ from some conscientious people, in that they tend to be more people focused rather than task focused. Rational persuasion focuses on the task and the reasoning t... ...nsultation tactics are, for the most part, a positive way to gain commitment of the target. Some peers or superiors, however, will use this tactic in an attempt to bring someone on board of a project simply to place blame on them if it fails. The two most effective influence tactics are rational persuasion and inspirational appeals. Inspirational appeals are the most effective when used by a superior influencing a subordinate. This type of tactic is unlikely to bring about negative actions by the target. They tend to appeal to the influencers positive emotions of enthusiasm and loyalty. Rational persuasion can be used in upward, lateral, or downward influence, and is a very versatile tactic. It has a low likelihood to cause negative reactions as well. It appeals to the intellectual and rationality side of the target, and doesn’t attack them on a personal level.

Essay --

899295 2/11/14 I did not cheat Chapters 20-22 1. Josiah Strong ID: An American protestant clergyman, and author of 1847–1916. Strong was a leader of the Social Gospel movement and preached mainly about the Protestant religious values. Significance: Strong wrote a book called Our Country that articulated some of many social and religious beliefs. Significance: Strong was an important contributor of founding of the Federal Council of the Churches of Christ. Significance: Strong supported missionary work so that all races could be brought to Christ. 2. Yellow Journalism ID: Journalism that occurred during 1895 that is based upon exaggerations and rudimentary hyperboles. Significance: During the Spanish-American war, Yellow Journalism played a crucial role. It helped drive the United States and Spain into the confrontation in Cuba and the Philippines, which lead to the achievement of foreign territory by the United States. 3. Anti-Imperialist League ID: The American Anti-Imperialist League was established in 1898, to battle the American invasion of the Philippines as a limited area. Significance: This was unsuccessful. 4. Muckrakers ID: The term muckraker was used to describe the Progressive Era reformers. Muckrakers were analytical writers who exploited the evils of society. Some muckrakers were progressives who try to find change. Significance: Muckrakers showed how capitalists were cheating the community. Significance: At the time of social reform, the Muckrakers raised the awareness of disparity. 5. Triangle Shirtwaist Fire ID: In 1911, one of the deadliest industrial catastrophes in the history of the city of New York occurred called The Triangle Shirtwaist Fire. Significance: As a result of unsafe working ... ...China. The Open Door Policy was meant to open China for trade and end the policy of influence allowing rivalry. 8. WWI had a dramatic impact on life at home. Included in your answer the effects of the war on FOUR of the following: (a) business, (b) labor, (c) agriculture, (d) minorities, and (e) the Progressive reform movement. †¢ After WWI, Americans quickly reduced ranks of its militaries, many evacuated, without a job, underappreciated and misconstrued. As well as most of all the farm being destroyed, most of the transportation was demolished so there wasn’t any way to get crops into the cities. Since they had to rebuild everything, Farmer prices were high. Women were taking over men’s roles in work placements to keep manufacturing and ammunitions assemblies going. 9. What obstacles did Wilson face in his quest to ensure peace and democracy throughout the world?

Analysis on Deodorant Market of India

K. J. Somaiya Institute of Management Studies and Research Marketing Management Deodorant Market of India – An Overview (Main Brand Studied – Dove) Submitted to: Professor Kiran Sharma Submitted by: Sneha M Zawar PGDM (Communications) Roll no: 60 05 – August – 2012 Contents Overview of Market:2 Market Statistics:3 Case Study: Dove5 History:5 Origin:5 Segmentation5 Target:6 Positioning :6 Unique Sellng Proposition :6 Milestones:6 Advertisemnt, Distribution and Selling :6 Price Postioning :7 Growth Prospects:7 Competitor Analysis :7Trends of Indian market8 Fall gaps and Forecast:9 Sources and References9 Overview of Market: In tropical country like India, Deodorants are considered to be essential personal care product from grooming perspective, to prevent body odour and make you feel fresh. Assocham’s recent report shows that Deodorant market of India is poised at 1800 Crore and is expected to grow at 55%, of this roll on market has share of 400 crore Major companies in this segment of personal care are: * Unilever with brands like Dove, Axe, Sure, Lux Cavinkare with brand like Spinz * Mc-N-Roe with brands like Wild Stone and Secret Temptation * Paras Pharma (now owned by Reckitt Beckinser) with brand Set Wet Zatak * Coty which has Adidas * Nike * Garnier * J. K. Helene Curtis (Raymond) which has Park Avenue * Godrej has deo with brand name Cinthol * Vini Healthcare with brand Fogg * Beirsdorf with brand Nivea These are all major brands in the mass category. There are many premium brands of Deodorant catering to urban elite but have a minimum percent of market share in India. Market Statistics: The Market share in terms of percentage for premium v/s mass deodorant is 2 and 98percent respectively which can be shown in the chart below * The growth in sales of deodorant sprays from 2006 to 2011 is shown in figure below Premium v/s Mass deodorants Source: Euromonitor 2012 Percentage Breakdown of Market Shares of Various Brands Case Study: Dove History: * This brand was established in United States in 1959, Dove was launched in India in 1995 as a brand which catered to urban women with its soap and then in 2004 on roads of brand extension entered deodorant category on the same line of 1/4th moisturising cream. It is the brand which is committed to widening the beauty because they believe that beauty comes in all ages, shapes and size and promotes the brand with ‘non-models’commercial Tagline : â€Å"Effective Protection Better Result† Origin: * It is a personal care brand by Unilever, It came in India in 1995 and imported and marketed by Hindustan Unilever. * Unilever won Best Marketer Award in the year 2004 for its brand Dove Segmentation * Demographic Segmentation: Gender: Females High Income and middle class women Pyschographic Segmentation: It tries to change the mind set of average women that she can look beautiful and Its deodorants target the segments on various lines of Soothing and moisturising, dry silk antiperspirant, Freshness and skin lightning for dark underarms and beautifying under arms and claims long lasting freshness. Target: It targets females in the age group of 15-40, urban, metropolitian and women of tier 2 cities. Positioning : * It is positioned as a brand which nourishes, care and has unique market specialization. It has introduced new varients time to time in order to comply with the changing need of women and comply with market standards, Dry silk which was launched as antiperspirant, then fresh with specialized lemon n cucumber extracts which was positioned as deo which renders long lasting freshness and moisturise whereas skin whitening which was launched recently to compete against nivea which claims to whiten dark underarms Unique Sellng Proposition : * It assures 24 hour protection from sweat, It has propagated and penetrated in the personal care market with the promotion campaign ‘Real Woman’.This is very unique to a brand as even its media campaigning strictly focus on the mantra of making every common woman make feel special and beautiful and includes no models in its advertisement Milestones: * Unilever has highest market stake in Deodorant category in India with its brands Axe, Sure, Dove and Lux. * Dove is one of the major brands in female category and is can emerge as a market leader with its unique varients, competitive rates and exquisite fragrance and active ingredients (lemon grass, silk powder, 1/4th moisturiser, pearl actives, cucumber) Advertisemnt, Distribution and Selling : Dove released a marketing campaign in 2008 playing less on super models and emphasising more on real women i. e real people posing camera * Dove regularly uses magazines like cosmopolitian, Femina, Marie claire for advertisemnts * Online advertisemnt has been excessively seen in past 3 years with launch of new varients of Deodorants * Distribution channels for Dove is same as like any other Unilever brand. It is avi lable as OTC product in retail outlets malls in metro and tier-2 cities. Deodorants are also available on online shopping sites where there are special offers and added discounts. Dove deo are sold in 150-175ml containers and special introductory offers as free dove soap and free face wash were introduced to make its category more price – efficient and appealing to consumers. Price Postioning : * Dove deodorants are priced at competitive rates 150ml pack of deo is priced at 160-175Rs * Dove products are priced premiumly as consumer associate price with efficacy but deodorants fall exceptions as the deodorant market of mass category is predominant and to sustain a good market share, Dove has priced its product at competitve range Growth Prospects: Deodorant market of India is male dominated, 60% share is of male deodorants and 40% of Women of which Dove has a stake of 8. 5-10% . * Women Deodorant market has grown at approximate growth rate of 40% in last 2 years, with this gro wth, there is immense potential for brand to penetrate in the market Competitor Analysis : * Main brands in the female deodorant category are Spinz, Nivea, Eva, Sure, Adidas, Nike and some Secret Temptation and Fogg. * Dove has launched different varients of deodorants to compete with different brands on various lines. Adidas, Nike has antiperspirants and targets higher and higher middle class consumer, since the product has high brand value it has got a brand conscious and set customer which is challenge for Dove, to compete with these brands it has got antiperspirants like ‘Dry Silk’ * Spinz and Eva positions its product for youth on the lines of Freshness and Flamboyance, Dove has very different positioning altogether but it has introduced varients called DOVE FRESH with lemon grass and cucumber extracts which may target females choosing deodorant for fragrance and freshness. Secret Temptation falls in a different category all together and have different target audie nce mostly college girls as it associates Mischief with the product, DOVE’S positioning is such that it cannot cater on those lines. * Nivea is chief competitor as both brands target same segment of customer and varients of deodorants of both the brands are positioned on the similar lines, however packaging and advertising of Nivea is more attractive and appealing to women. Trends of Indian marketAn introspect of Indian market and research of product category makes us classify different varients of deodorant on following trends which can be broadly stated as: * New Freshness: Which caters on the ground of freshness from basic natural to purifying e. g Dove ‘Go fresh’, Nivea ‘Fresh Natural’, Eva ‘Fresh’ * Technology: Technology supports Efficacy : Special active ingredients incorporated to serve specific purpose. e. g Sure ‘Cotton dry’, Adidas ‘3-action’, Dove ‘Silk dry’, Nivea ‘Dry comfortâ₠¬â„¢ * Sensitive : Specialised deodorants for sensitive skin or which claims to be irritation free. e. All Eva deodorants, Adidas ‘Sensitive’, Dove ‘sensitive’, Nivea ‘Sensitive Balm’. * Skincare : Products catered to beautify , care and nourish your underarms. e. g Dove with 1/4th mositurising cream and skin lightning, Nivea ‘Double Effect’ and ‘Beauty’ * All about Senses: Deodorant which cater on the line of invigorating some senses and moods on application or usage. e. g Spinz ‘Jazz’, ‘Samba’, etc, Secret Temptation and Yardley of london. * Age groups: Special products catering to specific age groups. e. g Spinz, Eva, Secret Temptation have there product positioned such that it appeals young girls.Fall gaps and Forecast: Indian markets tend to follow globally established trends as most of the companies and brands are multinationals. This category has enough scope of penetration and expansio n as deodorant have become one of the important personal care product of daily usage. Since deodorants are aerosol products and even anti perspirant ingredients incorporated have shown some side effects on long term usage, there is enough scope for Research and Development of New Products on the ground of being eco-friendly and clinically safe.Sources and References * www. portal. euromonitor. com, * www. epsearch. net; * www. search. proquest. com * www. unilevers. com/personalcare/Dove * www. wikipedia. com * http://www. thedailygreen. com/environmental-news/latest/best-natural-deodorants-47062903 * https://www. google. co. in/search? num=10&hl=en&site=imghp&tbm=isch&source=hp&biw=1241&bih=584&q=deodorant+logos&oq=deodorant+logo&gs_l=img. 1. 0. 0j0i5l9. 9569. 17121. 0. 19464. 19. 17. 1. 1. 1. 0. 313. 2551. 5j4j5j2. 17. 0†¦ 0. 0†¦ 1ac. FI_n6QTjW3U