Purpose of Advertising

Purpose of Advertising 1. Introduction Advertising no doubt is a broad topic (lyer, Soberman, and Villas-Boas, 2005) it is one of the most important decisions that marketers make. Burd (1959) Advertising is one of the most proficient and the most economical aid in the distribution and marketing of merchandise or service. Advertising is either in written or oral form, which intends to sell something and want to earn revenue. Jayasinghi Ritson (2008) Advertising includes all major communication mediums which include: television, newspapers, radio, magazines, the Internet, movies, and billboards through which that message is transmitted. Television is the most common medium as it covers large but at the same time it is very costly. Advertising is generally aimed at consumer reminiscence who is being engaged with certain type of ads where the purpose of marketers is to create awareness and Brand/ Product recall and recognition later in consumer minds. Sometimes when you look at advertisement you will easily recall it may be it is in your subconscious mind or because of the celebrity or the background music that appeals you and sometimes you won’t be able to recall what you have seen just few minutes ago (Obermiller, Spangenberg, 2005; MacLauchlan, 2005.). An advertising objective may be to change the mind-set of the customers. Advertising has a great role when a business that has a bad reputation and has lost his/her customers can use advertising to get them back (Burd,1959). Pechpeyrou Odou (2012) hence, Advertising plays a central role in not only providing information about the product or service but also creating awareness and recognition of the product/service in consumer mind. Types Purpose of Advertising McDaniel, 1986. Advertising has many forms; few of them are given below. However for the purpose of thesis the focus will be on consumer advertising. Consumer Advertising It is a type of advertising that targeted at end consumers. All the offering and services are for the end consumers. Consumer advertising includes common commodities and what we usually find around us is all what comes under consumer advertising. The major aim of consumer advertising is to create awareness of brands and products that are of consumer use. In such sort of advertising emotional and rational appeal plays a vital role. Trade Advertising Trade advertising is also known as business/ professional advertising. This type of advertisement is not for consumers but for all those who influence the consumer like distributors, resellers or businesses. Medium for such sort of advertising is professional magazines and direct mail which do not involve end consumers. Product Advertising This sort of advertising communicates the promotion of the product. They push the consumers to purchase the product. Its major aim is to create brand awareness. Once awareness is created people tend to buy their product. Non-Product Advertising Non-product related advertisings includes surrogate advertising in it. Non product advertising depicts an idea or a cause. Short term and long Term Advertising There are two types of advertising one is short term and other is long term. The short term advertising has a direct impact on the product sales. Its aim is to increase sales, maximize revenues and create awareness. On the other hand the long term advertising focuses to maintain long term relations and customer loyalty. Consumer Skepticism: Definition of skepticism revolves around the questioning of the attitude towards the knowledge and opinion. Skepticism towards advertising is the distrust of advertising claims or promises and signifies a general market place that varies across persons. Hardesty, Carlson, 2002; Bearden 2002. The effect that consumer skepticism has on advertising can be figure out through consumer response. Brands need to overcome massive stages of skepticism for consumers. In our society there prevails lot of mistrust and loyalty. Consumers can learn a lot from advertising and marketing. Skeptic consumers are quite unsatisfied hence research recommends that delivering enough information to consumers will lead to building trust and satisfaction, once that trust is created it will results in increase sales and profitability. Obermiller, Spangenberg 2005; MacLachlan 2005. Milk Industry Pakistan is the fifth largest milk producer. Pakistan dairy industry is one of the most vital sectors that is contributing almost 11 percent into the GDP. Dairy industry is swayed by number of factors that are size, growth and profitability. (Dawn newspaper; 2014). According to live stock census 2007, almost 80 percent of the milk is taken from the rural areas. Only 3-5 percent of the milk is marketed and distributed formally. 97 percent of the milk produced in Pakistan is distributed in loose form (Jalil, Sial and Hussain, 2009) .The role of livestock in the rural economy is very critical as farmers and villagers consume loose milk. They don’t prefer milk that is packaged. Whereas in urban areas people consume loose milk as well as packaged milk. Packaged milk has made the life of urban people easier as they are busy in their work so this packaged milk reduces the time of hassle to boil and utilize it. Buffaloes are considered to be the main animal in Pakistan that accounts f or 75 percent of milk. Milk sources are cows, buffaloes and goats and the types of milk available is standardized, homogenized and skimmed. Milk is used for many purposes that is drinking, tea, desi ghee, yogurt, butter and in the making of many sweet dishes. As the inflation is increasing rapidly hence the milk prices are also raising quickly. In a very short span milk prices has shown a rapid increase of 25 percent. As the people are becoming aware of processed and packaged milk they are buying them and are not consuming loose milk that is delivered by gawallas. Milk and its foodstuffs provide almost one third of world’s intake of animal protein. Milk and its foodstuffs represent almost 27 percent of total family expenditures on foodstuff in Pakistan. Milk Per capita availability is 82.4 kg per annum in Pakistan. During 1999-2000 roughly 80 thousand tons of dry milk that is PKR 1213.5 million was imported to Pakistan in order to meet local demands of milk. (FAO, 1998). Pakistan dairy industry is in trouble now a days because of lack of commercial dairy farms, lack of dairy knowledge and due to lack of financial resources. In rural areas very few shopkeepers have facility of refrigeration. The containers that are used for transportation are very unhygienic. Almost 90 percent and above population consumes loose milk and hence the demand of loose milk is higher than the packaged milk. Also because of inflation and poverty level people are quite conscious about prices. (Jalil, Sial and Hussain, 2009) Packaged milk is in demand widely. [1]Mostly packaged milk is used in homes and powder dry milk is used in offices for the purpose of making tea. Global Milk production ranking of 5 top countries is given in table 1[2] Countries Milk Production India 92 Billion litre / annual USA 78 Billion litre / annual Russia 34 Billion litre / annual Pakistan 33 Billion litre / annual Germany 29 Billion litre / annual Table 1 Global milk production ranking of top 5 countries Name of all the species that are the source of milk are listed below. Moreover Population, milk production and milk consumption of 2011-2013 based on National Livestock Census are given in Table 1.1 Species Population(Million) Milk Production (Million tons) HumanMilk Consumption Cattle 36.9 16.74 13.39 Buffallo 32.7 29.56 23.65 Sheep 28.4 0.03 0.03 Goat 63.1 0.77 0.77 Camel 1.0 0.82 0.82 Total 162.1 47.95 38.69 Nestle: Nestle is one of the largest food and nutrition company in the world. Nestle is derived from the Swiss German word which means little nest. It is the fifth largest company in the world. Currently it is present in more than 88 countries and has more than 522 factories. More than 700 products are produced under the umbrella brand of Nestle. Nestle was established in 1867 by Henri Nestle. Different brands of Nestle are Baby foods, Bottled water, Cereals, Chocolates and confectionaries, Coffee, Ambient dairy, Chilled Dairy, Drinks, Health care nutrition, Culinary and food, Ice cream, Pet care, Sports nutrition and Wealth management. Nestle is a world renowned company. The company is taking milk from number of farmers and then process it further. Nestle Everyday is made from pure fresh milk sugar and Lecithin. In 2011 the company has sourced more than 7.2 million tons of fresh milk from different milk districts in 31 countries widely. The company basically deals in food products as the logo states that â€Å"Good food, Good life â€Å". List of different milks that are under the umbrella brand of Nestle are given in Table 1.2 Milk Sku’s Nestle Milk Pak UHT 1000, 500, 250 ml Nestle Everyday 1000,400,200ml Nestle Nido 1000,400,200ml Nestle Nesvita 1000, 200ml Nestle Flavored Milk 250ml Table 1.2 Nestle milk and Sku’s I have chosen the product Nestle Everyday tea whitener for the purpose of research thesis. It is the forerunner of tea creaming in Pakistan. Its different taste and pleasant aroma is the reason of its success. Everyday makes a perfect cup of tea for you. It is one of the best brands that provides taste and quality at affordable prices. It has number of Sku’s that customer choose according to their needs and wants. Every day is available in both liquid and dry forms. Liquid milk is consumed mostly at home whereas dry powdered milk is used widely in offices. References [1] http://www.pakissan.com/english/allabout/livestock/dairy/dairy.industries.in.pakistan.shtml [2]http://www.slideshare.net/hassankh/powder-milk-industry-in-pakistan?related=1 3http://www.ukessays.com/essays/economics/milk-production-system-in-periurban-areas-of-lahore-economics-essay.php 4http://www.bignerds.com/papers/72338/Dairy-Industry-In-Pakistan/

Narayana Hrudayalaya

Q1 &2 Would you describe this heart hospital as successful? Explain why. If successful, what were the elements that made it successful? If not yet successful, what else should NH be doing? â€Å"A dream of making quality healthcare available to the masses worldwide† Narayana Hrudayalaya was established by Dr. Devi Prasad Shetty in 2001 with this mission. Its main focus was to provide affordable cardiac care to the masses. It has followed a hybrid strategy of attracting paying patients by virtue of its reputation for high quality combined with a relentless focus on lowering its costs of operations whenever possible.In 2004, the proportion of patients who paid NH's full price to those that cannot afford to pay was about 60:40. Following this strategy, they priced their general ward patients for OHS at Rs. 110000. This charge is the lowest in the country where the average cost of OHS in a private hospital is Rs. 250000. At the upper end, patients who opted for executive wards pai d Rs 140000 – Rs 195000 for private rooms instead of general wards. To add to it, they offered the Karuna Hrudaya package for financially constrained patients at Rs. 65000 per OHS.For patients who could not even afford this, they helped arrange funds through the Narayana Hrudayalaya Trust's general corpus or by seeking external donations. The treatment across all the packages was the exactly identical. Since their inception, the number of in patients and out patients as well as catheterization and surgeries has constantly increased as shown in the below table: InpatientsOutpatientsCatheterizationSurgeries Total%age Growth (YoY)Total%age Growth (YoY)Total%age Growth (YoY)Total%age Growth (YoY) Apr 01 – Mar 024242-9875-2116-1842- Apr 02 – Mar 03722670%1086310%336759%274249%Apr 03 – Mar 041026242%1538242%477742%357030% Apr 01 – Mar 04-142%-56%-126%-94% This has helped them achieve a breakeven of Rs. 90000 for OHS. By performing tests and operations in large numbers, they are able to achieve economies of scale and thereby reducing their costs. Following this wal-martisation of health care, with which they performed almost 8 times the surgeries and cathetarisation compared to other Indian hospitals. They have managed to perform more CABG surgeries a year, have morenumber of cardiac surgeons and greater average surgeries per surgeon than even few of the top ranked US hospitals.NH boasted of a 1. 27% mortality rate and 1% infection rate in CABG procedures as against 1. 2% and 1% in US respectively which further emphasises the quality of treatment being provided by NH. Further they have also reduced their costs for buying medical supplies and equipments by bulk ordering for their AHF hospital at Kolkota and NH at Bangalore together. This has increased their bargaining power enabling them to get discounts of 30%-35% in their purchases. They have also used new technologies like digital x rays and comprehensive hospital management to im prove their efficiencies and reduce costs.They have also adopted newer medicines like Biocon’s cardio-diabetes products which offer similar health benefits at much cheaper costs as compared to other similar medications further decreasing their overall costs. By keeping the administration team lean, NH also avoided the usual problem of corruption that plagued corporate hospitals. With the help of careful planning and internal financial controls to gauge the ability to fund below cost surgeries, NH has been able to optimise the number of subsidized surgeries to be performed.In order to further achieve their goal to reach the bottom of the pyramid, they have also effectively used telemedicine techniques with the help of a large number of general practitioners providing teleconsultation to the patients who would not have received the treatment otherwise. The fully equipped Mobile Cardiac Diagnostic Lab increased their penetration in the rural areas to ensure that best possible di agnosis was available onsite. It also conducted outreach camps which were organised by local associations like the Lions Club and Rotary Club.On an average each camp screened 400 people a day, none of whom was required to pay either the hospital or the organisers. They also set up the Yeshashwini Health Insurance Scheme which provided benefits to 1. 7m farmers at extremely low costs of Rs 5 per month. Q3. Is the insurance scheme successful? Explain why. What are the challenges going forward? Yeshashwini Health Insurance Scheme was launched in 2002 for the 1. 7 million farmers. Just for Rs. 5 a month, cardholders had access to free treatment at 150 hospitals in 29 districts of Karnataka for any medical procedure costing up to Rs. 00000. Government also contributed Rs. 2. 5 for every Rs. 5 paid by every farmer. Dr. Devi Prasad chose to utilise the existing government infrastructure in the form of state controlled cooperative societies. Prior to the scheme, it was estimated that the av erage occupancy of hospitals was only 35% although the state boasted 30 private medical colleges each with 500 beds; actual occupancy was low reflecting the lack of affordability rather than a lack of infrastructure.Research by the NH team estimated that only 8% of the policyholders would require medical procedures, thus the total funds collected were expected to cover the cost of treatment for those in need. Most common use of the scheme was for non surgical treatment. Non surgery procedures formed 80% of the procedures conducted through the Yeshashwini scheme. It was mostly used for low cost treatments of around Rs. 2000 that people would otherwise have forsaken due to lack of money for treating non life threatening conditions. Thus the scheme was successful in increasing the health of the poor farmers.In ts 1st year, nearly 9000 people underwent various operations and a further 35000 received out patient treatment. By early 2005, the scheme included around 25 lakh members. From J une 2003 to March 2004, around 12% of the surgeries and 16% of the angiograms at NH were performed under the Yeshasvini scheme. Collection of the monthly premiums, tracking monthly payments and issuing Yeshashwini member cards was done through the post offices. This enabled a smooth functioning and also increased its outreach as people are generally more willing to trust government agencies than private organistions.The operation though initiated by the trust, was later on handled by a 3rd party administrator. Q 4. How should you advise Dr. Shetty regarding the three lines of business-the heart hospital, the health city, and the insurane scheme for the poor? Which should he pursue? Which, if any, should he drop? Is there anything else he should be doing? The 3 lines of business of NH are: ?Heart hospital and all the associated activities. ?Yeshashwini Health Insurance Scheme ?Vision of the Health City The first 2 lines are very successful and running with great efficiency and reach. The first phase that is the current heart hospital is running successfully. With the successful implementation of good operations management model, Narayana Hrudalaya has cut on its operating costs manifolds as compared to other hospitals in India. Thus, it has been able to sustain itself while maintaining the philanthropic vision to serve the underprivileged and provide treatment to them at an extremely affordable cost. The implementation of the insurance scheme has also been very successful and has been able to serve its purpose to a large extent.The plan for the Health City is still in a very nascent stage and special focus needs to be given to it. The health city would require a larger pool of competent doctors, nurses and technicians. Thus more focus needs to be given to the training programs. Apart from the existing diploma in cardiology etc, NH should focus on more institutional tie ups to cater to the larger demand for the Health City. Also, NH can concentrate on increasing its existing outreach for the Yashashwini Health Insurance customers. Currently the scheme caters to only farmers who belong to state cooperatives.Seeing the success of the scheme, NH can consider reaching out to artisan self help groups as well like what Jaipur Rugs does. The scheme can also be made available to the unorganized workers like domestic help in cities of Karnataka. Currently, NH is also considering coming up with a similar modified insurance scheme for teachers. This can be further expanded to other rural demographic segments such as traders, government employees, etc since they already have an established brand in these areas and hence can easily capture the market.Angioplasty procedure is currently not covered under Karuna Hrudaya scheme. NH can make adjustment to the price charged for general ward patients in order to include the procedure under the scheme but at a discounted operationally feasible cost. NH enjoys a popular philanthropic image among the people and h as managed to garner strong support from the government for its various social initiatives. Hence, it should try to influence the government to increase the government spending on healthcare in order to further strengthen the frail healthcare system of the nation.

Euthyphro-Plato What is Holiness Essay - 547 Words

Euthyphro – Plato Holiness is a central theme in the Socratic dialogue with Euthyphro. Socrates has taken up the ironic role of a student in the narrative as he attempts to gain knowledge of what holiness entails, from Euthyphro. Socrates meets with Euthyphro as they meet at a court in Athens. He seeks to gain knowledge on holiness, such that, he can use the insights in his trial against Meletus. Earlier, Meletus had charged him for impiety in a court. This justifies the importance that has been placed on the idea. In the ensuing dialogue, Euthyphro serves different definitions of holiness to Socrates. However, each of these is questioned, casting ambiguity over his supposed knowledge. In his first attempt, Euthyphro defines holiness as†¦show more content†¦ Jowett, 2013). Socrates refutes this definition since he views that the gods do not need to be assisted by mortals. In his final attempt, Euthyphro defines holiness as an exchange between the gods and human beings . The gods receive sacrifices from us, while we they grant our prayers in exchange. In response, Socrates posits that this perspective implies correlates to the prior argument on the gods’ approval. He states that if holiness is gratifying to the gods, it is ambiguous as seen in the argument concerning what the gods approve, and the influences behind them (Plato. Gallop, 1997). From the dialogue, it is my understanding that Socrates posits that there is no universal understanding of holiness. In that respect, holiness may be understood once our elaborate and true beliefs or arguments have been defined and proven through logic. This is seen from the inconclusiveness that characterises the end of the dialogue. This instance implies that the dialogue has failed at defining holiness. The irony in Socrates arguments’ highlights that; ideas have to be proven before acceptance. This holds irrespective of who posits them. In my view, holiness refers to the state of being good to all. It involves practicing the universal ideas of good, such as, kindness and respect. Socrates would respond by questioning what the universal ideas of good are. In that respect, he would probably argue that different societies have different perceptions of good. For example,Show MoreRelatedEuthyphro1547 Words   |  7 PagesThe Euthyphro by Plato Euthyphro, one of the many dialogues written by the Greek philosopher Plato documenting the quest for wisdom by his mentor, Socrates. The time that The Euthyphro takes place is preceding a trial that Socrates is in concerning some allegations that he was corrupting the youth of Athens, and ultimately leads to his demise. But it is a very important dialogue due to how it shows the methods Socrates used to try to gain wisdom, and gives some insight on his and or PlatosRead MoreAnalysis Of Plato s The Euthyphro 1723 Words   |  7 Pagesof the greatest reflective thinkers of all time, Plato was the innovator of many written philosophical dialogues. 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This is to enable Socrates to have a string defense against the charge of impiety and help in tacklingRead MoreEuthyphro Dialogue Essay examples1485 Words   |  6 PagesIn the dialogue Euthyphro (Cahn and Markie), Plato presents an argument against the divine command meta-ethical theory. While the argument is presented against the predominantly pantheistic Greek religions, the argument can be easily applied to the monotheistic Abrahamic religions . The dialogue starts off with the two main characters: Euthyphro and Socrates. Socrates has been indicted for corrupting the youth of Athens and Euthyphro is indicting his father for murdering a day-labourer who killedRead MoreEuthyphro1289 Words   |  6 PagesAnalysis of Euthyphro Nikon121 PHI 200 Bob Harris October 15, 2012 Analysis of Euthyphro Socrates was put to death in Athens for subverting the youth of the city. He was indicted by Meletus and awaiting his trail on the porch of the King of Archon when he met Euthyphro. It was at this point he engaged in a debate about piety. In this paper, I will examine that debate and present my own conclusion about its purpose as well as my own definition of piety. Holiness, or piousnessRead MoreAn Analysis of Euthyphro – Plato1066 Words   |  5 PagesAnalysis of Euthyphro – Plato It is believed that the theological discussion between Socrates and Euthyphro is one of the most famous Socratic discussions. The discussion is focused on what is piety or holiness asked by Socrates. Socrates engages Euthyphro to help him understand what piety is as he admits he does not know, in order to help with his case against him. Socrates attempts to grasp an understanding of this elusive concept and uses logic to understand what holiness is asRead MoreGods Essay1153 Words   |  5 PagesEuthyphro Philosophy A Concise Introduction – PHI 208 Euthyphro If everyone took the time to discuss holiness / piety (reverence for God), there would always be many different interpretations or perceptions on what it really is and just how to determine that it is being done. The best philosophers in the world have engaged in many conversations about this subject for decades. Socrates has been one of many that discussed this subject. Socrates was a man that was accused of impiety andRead MoreThe Republic And The Socratic Dialogue1769 Words   |  8 PagesSocratic dialogue Euthyphro we can conclude that there are a lot similarities and differences in the arguments between Socrates and Thrasymachus and Socrates and Euthyphro. Both pieces and arguments have similar tones and shows how Plato, through Socrates, would get to the bottom of certain issues. Upon entering the house In Plato’s The Republic, Socrates didn’t know what he was walking into when the discussion of justice was brought up. The main question that had been brought up was what is justiceRead MoreThe Story Of Euthyphro, By Plato1936 Words   |  8 PagesHoliness, given by the dictionary definition, is â€Å"specially recognized as or declared sacred by religious use or authority.† This definition is not universal; it is susceptible to the subjectivity of individuals of various beliefs and backgrounds. In the story of Euthyphro, by Plato, Socrates bombards Euthyphro with a series of difficult questions that challenge Euthyphro s knowledge of the term â€Å"holiness.† Euthyphro claims to have â€Å"accurate knowledge of all such things† (Euthyphro, 5b); howeverRead MoreEuthyphro-Plato1140 Words   |  5 PagesEuthyphro’s well-known impasse pertaining to the characteristic of piety is one of the many dialogues written by the Greek philosopher Plato detailing the pursuit for wisdom by his mentor, Socrates. This well-known impasse regarding the nature of piety presents the question of whether or not piety is an act or thing loved by the gods? Regardless if an act is considered right or wrong, the truth or a lie, just or unjust, and holy or unholy, all are the basis of contentious debates difficult within

Life Under Hammurabis Rule in Ancient Babylonian Cities

Babylonian cities during Hammurabis day were made up of royal compounds with palaces, gardens, cemeteries, and Mesopotamian temples known as ziggurats. Residential areas in cities such as Ur consisted of ordinary houses on winding streets, dotted with elite housing, shops, and shrines. Some of the cities were quite large, reaching their maximum size in the late 3rd or early 2nd millennium BCE. Ur, for example, measured 60 hectares in size during the Isin-Larsa period, with additional suburbs outside the city walls. Urs population at that time has been estimated at 12,000. Babylonia was a kingdom in ancient Mesopotamia, located to the west of the Tigris and Euphrates rivers in present-day Iraq. Although famous in the West for its cultural advances—including the legal code of its greatest ruler, Hammurabi—the city of Babylon itself was of minor importance throughout much of Mesopotamian history. Far more significant was the city of Ur and its rivals (at various times) for regional power: Isin, Lagash, Larga, Nippur, and Kish. Ordinary and Elite Residences Ordinary houses in Babylon and Ur were house complexes rather like a Roman villa, consisting of a rectangular internal courtyard open to the air or partially roofed, surrounded by blocks of rooms opening up on to it. The streets were curving and generally unplanned. Cuneiform texts from the period tell us that private householders were responsible for taking care of the public streets and were at the risk of death for not doing so, but archaeologists have found trash deposits in those streets. Simple house plans without internal courtyards and single-roomed structures probably representing shops were scattered throughout the residential quarters. There were small shrines located at street crossings. The grandest houses at Ur were two stories high, with rooms around the central courtyard again open to the air. The walls facing the street were unadorned, but the internal walls were sometimes decorated. Some people were buried in the floors beneath the rooms, but there were separate cemetery areas as well. Palaces The palaces were, in comparison to even the grandest of regular houses, extraordinary. The Palace of Zimri-Lim at Ur was built of mud brick walls, preserved to heights as much as 4 meters (13 feet). It was a complex of over 260 rooms on the ground floor, with separate quarters for the receiving rooms and the kings residence. The palace covered an area of about 200 by 120 meters, or about 3 hectares (7 acres). The exterior walls were up to 4 meters in thickness and were protected with a coat of clay plaster. The main entrance to the palace lay off a paved street; it had two large courtyards, an antechamber and an audience hall thought to be the throne room. Surviving polychrome murals on Zimri-Lim show the events of the kings investiture. Near life-size statues of goddesses graced the courtyard. Below is a list of some of Babylonias most significant cities at the height of Hammurabis empire. Agade (Akkad): exact location between the Tigris and Euphrates is not known. They spoke Akkadian.BabylonEridu (Eridug/Urudug): Site of the temple of EnkiEshnunna: Located in the Diyala Valley, gateway to the kingdom of ElamKish: Symbolic center of northern MesopotamiaUr: Biblical home of the Hebrew forefather Abram, later AbrahamUruk: Seat of the legendary king GilgameshNippur: Symbolic center of southern MesopotamiaSippar: Sun-cult center on the banks of the EuphratesUmma: Rival to LagashLarsa: Another center of a sun cultAdab: A vassal of KishLagash: Especially ancient city and center of artistic developmentIsin: Important city to the Third Dynasty of Ur, ca. 2000 BCE, and thereafter