Strong Brand Since The 1950s Marketing Essay

Strong Brand Since The 1950s Marketing Essay Brands are of high importance to companies since they have the ability to bring attributes and associations to consumers minds and add value to the producing company and the product itself (Kotler, 2003). Adidas is a globally very strong brand since the 1950s. Adidas manufactures products that cover a wide spectrum of the total global sport market. Their products are divided in three main categories which are: Adidas Sport Performance, Adidas Sport Heritage and Adidas Sport Style. The wide variety of products that Adidas manufactures is the core problem since it is difficult for the company to establish full communication with its potential consumers. As a result of adding value only to some of the product segments is the possible association, in the mind of the consumer, of the brand with only some of the segments. Adidas in the eyes of the consumers is mostly associated with football which as a sport is by far known as a mens sport. Women on the other hand the previous years werent prioritized for the communication and sales promotion strategies. But the last decades women are involved in sports in a much higher percentage equally to the one of men. This has led the female sportswear market and industry to grow rapidly in order to cover the gap. In many households women are making the final decisions for the products that will be bought. This has led many companies to change their advertising position and make their advertisements more attractive to women. Advertising and communication strategies are the power to create associations and perceptions to a brand and enhance its brand image so that the brand will be more attractive and interesting in the mind of the consumer (Nilson, Torsten, 2000). In order to succeed in reaching out to women Adidas followed the changes, adapted to the needs that modern women have and came up with a deal with world famous designer Stella McCartney developing a new product line extension known as Adidas by Stella McCartney. STRATEGIC DECISIONS Question 2 Prepare positioning maps and perceptual maps for the chosen-appointed subgroup. Present appropriate explanations in order to support your proposals. Positioning Map Male Innovative Classic Adidas Female Adidas by Stella McCartney is generally positioned in the positioning map as a new innovative stylish top collection designed for women. Sportswear apparel for women exists as a product line in Adidas product categories for many decades. The new top line collection by Stella McCartney is an innovative new collection in womens sportswear that combines performance and functionality with high quality. Perceptual Maps High School Graduate or more Some High School or less Economically strong Economically weak Adidas Adidas by Stella McCartney collection is mostly addressed to women who are educated and in a way wealthy because of their personal success in business environment as a result of personal achievements. By being economically strong women can buy this collection rather searching for products which are best value for money, or for special discounts and offerings; the Adidas by Stella McCartney does not have discounts or special offers. Big Spender Out of Fashion In Style Stingy Adidas Adidas by Stella McCartney new top line collection targets women who spend a lot of money in cloths and shoes and in sports apparel in general. They usually look to purchase sportswear by famous designers to fulfill their need and desire to be attractive, different and stand out in the crowd. Sport Active Expensive Cheap Sport Inactive Adidas The new top line collection Adidas by Stella McCartney is addressed to women who are sport active and are willing to pay more money to purchase sportswear designed by a famous designer. Big City Income 15000-30000 $ Income Rural Adidas Adidas by Stella McCartney is addressed to women living in big cities and having an average income of 23000$. In big cities the trends are a daily phenomenon and economically strong women want to be in the trend and always look stylish because of the competition that exists sometimes in big cities. Every successful woman likes to be different and attractive because of her stylish and famous designed outfit. ANALYSIS OF THE PROMOTIONAL MIX Question 3 Critically present the advertising and sales promotion objectives of the specific subgroup. Through advertising companies try to attach certain values to a product and make it more attractive to the needs of the consumer. Advertisements are paid announcements which usually target a specific market target group and are made or designed in a way to influence the consumer to buy the product or service being advertised. For that reason advertisements can be promoted by television, radio, newspapers, magazines and internet (Cohan, 2001). The last years Adidas has launched a new collection which is released every six months and is designed especially for women; it is called the Adidas by Stella McCartney. Adidas by Stella McCartney new collection is communicated and advertised through some types of media and the Adidas Group itself and both sides hope to increase the brand awareness and enhance the brand equity. Adidas believes that the most suitable way to communicate with women that their target group consists of is through womens magazines. For that reason every womans magazine in Greece has ads of the Adidas by Stella McCartney collection. These ads are published at the magazine issue that is around the date of the new collection release, before and during major holidays such as Christmas and Easter. The collections distribution on the other hand is limited. The head offices in Athens Greece control the places where the collection will be available for purchase. Such cities are the centre of Athens, Thessaloniki, and Larissa. But also in those cities only some selected stores have the permission to sell Stellas collection and that occurs after being very carefully chosen complying with a number of criteria. The image of Adidas and Stella McCartney can not be risked by having stock products. This new top product line is targeting people in large cities; on the other hand the Woman Indoor classic line is available in Adidas stores all over the world and is addressed to general women consumers. Because of the fact that Adidas is planning on spending a bigger budget every year on the woman segment the company looks for spokespersons that can promote their new line and add value to it. Of course Stella McCartney can be considered as the first but some other agreements have been made too. Such spokespersons who can also be considered are among other world famous athletes, tennis player Maria Kirilenko, and 400 meters hurdle runner Fani Halkia from Greece. Both of these athletes have signed not only to model but also to wear Adidas by Stella McCartney collection in every athletic event or major training day. Adidas does not prefer television ads to advertise the womans collection. The company uses the female magazines to organize events and festivals in large department stores and promote its womans collection through direct marketing communication. Also Adidas has never used discounts on Stella McCartneys collection. Instead the company prefers to organize fashion shows with runways, competitions and snack and beverage happenings to promote their top line collection for women. Question 4 Present the market segments that you propose to be targeted. The target group(s) shall be reported in demographic and mental-psychographic and purchase motives terms. Adidas main target group for their womens collection should be consisted of 20 and 35 year old women, maybe 37. Such a woman should live in a city or in a suburban area near a big city. She can still be in college or she is older, independent and working in preferred position in a company. The targeted segment is able and spends a large amount of money on clothes, shoes and apparel. In mental psychographic and purchase motive terms she can be characterized as sexy and seductive for the group of 20 to 27 and economically independent and successful for the group 28 to 35. She believes that by purchasing and having a world famous label in her cloths and shoes she improves her image, which is the reason why she buys world famous designers expensive brands for cloths and shoes, because by that purchase she believes that her well known cloths make her being perceived accordingly by her environment. That targeted woman is very stylish in a peculiar way sometimes but likes to capture attention and glances of the people around her, she likes giving stylish and purchase advises and generally she likes to be unique in a crowd. Sports on the other hand play a very important role in her everyday life. She wants to be perceived as an athlete for her leisure time but she takes the chance every time there is a competition. She wants her clothing to be functional but by all means they have to be stylish as well so that she can feel secure. She usually spends her time on training in different kinds of sports 3 to 4 times per week and simultaneously she can also have a subscription in a gym or even a fitness center for relaxation, because staying fit and being healthy is among her priorities. Question 5 In brief present your sales promotion (of any type) proposals, in order to support marketing communication program and help to succeed the 2010 sales goals of the specific Adidas subgroup. Since 2004 Adidas has decided to spend more and more economic resources every year to increase its brand awareness towards women. As result a business agreement, more like collaboration, was established with word famous designer Stella McCartney. The Adidas by Stella McCartney collection is more stylish and fashionable including each years new fashion and style trends and separating from the previous collections designed for women which were targeted more into sport type women. Having TV commercials is not suitable for the advertising of the new collection. TV advertisements cost a lot and are a difficult task to try communicating efficiently with the companys target group in all countries; plus if TV ads are not controlled effectively can lead to an overexposure of the collection and as a result to the negative perception of the brand. On the other hand special discounts and offerings are in a way forbidden because they could lead in negative perception of the brand. The new top line collection for women should increase the brand equity and enhance the companys and designers brand image. What Adidas can follow is a direct marketing strategy, which is already being followed. Adidas by Stella McCartney collection is currently advertised in the majority of the womens magazines in Greece. Also Adidas can benefit from the fact that its collection is offered in the countrys most known shopping centers and malls and with the collaboration of each magazine separately can organize fashion shows with models wearing and promoting that top line collection. Also happenings can be carried out in the shopping malls and departments with free snacks and drinks during the introduction of a new season collection. With such events Adidas promotes not only its brand and new collection but also the shopping store that distributes and sells its top line collection avoiding in that way overexposure. Another sales promotion activity which can be introduced in a more premium way is the organizing of special events especially for the women subscribers of the female and fashion magazines. Adidas can benefit from the magazines readers databases and invite them in a cocktail party for example with famous fashion models, artists and designers. In that way Adidas promotes its new collection, establishes better communication with women from its target group and enhances its brand image and brand equity.

Immunization: Health Care Delivery

Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity (WHO). Nowadays, this is one of the global issues that experts are trying to solve on how they can help each individual to attain this stage, which in the end they across of finding ways on how an individual will be able to achieve this goal. That is through immunization. Immunizations are used to protect the human body against preventable diseases. Immunizations are usually given in the form of a shot or vaccine.When one gets immunized, the body develops the ability to fight off a given disease. Immunizations safeguard the body from illnesses and death caused by certain infectious diseases. Some immunizations are given to prevent a single disease, while others will take care of two or three diseases. Immunizations help control infectious diseases that were once common. They have reduced, and in many cases, eliminated, diseases that routinely killed or harmed infant s, children, and adults.However, the viruses and bacteria that cause vaccine-preventable disease and death still exist and can be passed on to people who are not immunized. Children need immunizations to protect them from dangerous childhood diseases. How can this be possible for everybody? That was answered by World Health Organization, when they initiated the Expanded Program on Immunization in May 1974 with the objective to vaccinate children throughout the world.Ten years later, in 1984, the WHO established a standardized vaccination schedule for the original EPI vaccines: Bacillus Calmette-Guerin (BCG), diphtheria-tetanus-pertussis (DPT), oral polio, and measles. Increased knowledge of the immunologic factors of disease led to new vaccines being developed and added to the EPI’s list of recommended vaccines: Hepatitis B (HepB), yellow fever in countries endemic for the disease, and Haemophilus influenzae meningitis (Hib) conjugate vaccine in countries with high burden of disease.In 1999, the Global Alliance for Vaccines and Immunization (GAVI) was created with the sole purpose of improving child health in the poorest countries by extending the reach of the EPI. The GAVI brought together a grand coalition, including the UN agencies and institutions (WHO, UNICEF, the World Bank), public health institutes, donor and implementing countries, the Bill and Melinda Gates Foundation and The Rockefeller Foundation, the vaccine industry, non-governmental organizations (NGOs) and many more.The creation of the GAVI has helped to renew interest and maintain the importance of immunizations in battling the world’s large burden of infectious diseases. The current goals of the EPI are: to ensure full immunization of children under one year of age in every district, to globally eradicate poliomyelitis, to reduce maternal and neonatal tetanus to an incidence rate of less than one case per 1,000 births by 2005, to cut in half the number of measles-related deaths that occurred in 1999, and to extend all new vaccine and preventive health interventions to children in all districts in the world.In addition, the GAVI has set up specific milestones to achieve the EPI goals: that by 2010 all countries have routine immunization coverage of 90% of their child population, that HepB be introduced in 80% of all countries by 2007 and that 50% of the poorest countries have Hib vaccine by 2005. In each of the United Nations’ member states, the individual national governments create and implement their own policies for vaccination programs following the guidelines set by the EPI.Setting up an immunization program is multifaceted and contains many complex components including a reliable cold chain system, transport for the delivery of the vaccines, maintenance of vaccine stocks, training and monitoring of health workers, outreach educational programs to inform the public, and a means of documenting and recording which child receives which vaccines.At the local level, implementation of the health care delivery system has been given greater responsibility to the local government Unit (LGU) by virtue of the Local Government Code of 1991, the Magna Carta for health workers for Republic Act 7305 in 1992, and the barangay health workers benefits in Incentives Act of 1995. The latter act provides for training volunteer workers as well as minimal incentives to convince them to help run barangay health station or centers. This volunteer will assist in clerical tasks and minor health procedures, such as weighing and measuring patients and malnutrition mitigating activities.However, this workers do it in this context that the study was conceptualize the results of the study may provide an assessment of the status of the health care delivery system and immunization status of children whose ages are 0 to 12 months old in Barangay San Juan- San Ramon of Municipality of Camaligan, Camarines Sur. The research finding can be a basis and inputs to the Local Government Units of Camaligan and Barangay San Juan- San Ramon in planning and implementation of barangay health care delivery system.Furthermore, allocation of Local Government Units (LGUs) budget or expenditure priority can also be guided towards a more responsive allocation level of health services. Results of the study may also contribute towards awareness building and educating the barangay residence about preventive health care. In terms of capacity building, the Local Government Unit (LGU) and the National Government will be given one basis for their technical support and training program for the health care workers to better improved the capacity to perform their jobs.After all, an empowered and well trained social health care work force will improved the delivery of community health care and reduce the number of children from preventable illnesses such as measles, malaria, diarrhea, malnutrition, and acute respiratory infection. Providing care for the children is really important. They will live to grow into adulthood and eventually become the future adult citizens. To ensure a productive future for these children, they must be protected from heavy childhood diseases which can be prevented through immunization.Presidential Decree No. 996 stated about â€Å"providing for compulsory basic immunization for infants and children below 8 years of age†. Immunization is one of the most important preventive management that should be done and given to infants in the first few months of his life. Estimates reveal that diphtheria, pertussis, tetanus, poliomyelitis, tuberculosis, and measles are responsible for the deaths of about 5 million children every year in developing countries.These diseases are preventable through immunization with a handful of vaccines that can be given within the first year of a child’s life. Immunization has been recognized and accepted as one of the most important components in the prevention and control of c ommunicable diseases. Immunization is a basic health service; therefore it is integrated into the healthcare delivery service of the ministry of health. With the assistance of UN children’s fund and WHO, the ministry of ealth launches the expanded program on immunization objective of reducing the morbidity and mortality rates of the EPI mentioned by increasing the proportion of fully immunized children in their first year of life. The researchers are fully aware and knowledgeable about the immunization that will provide maximal immunity to Expanded Program on Immunization diseases before a child’s first birthday. The respondents are well exposed to immunization activities for they have volunteered and participated in the community’s activity program. Thus, they can well undertake the study.

How does Robert Swindells create sympathy for Link, and homeless people, in his novel, Stone Cold? Essay

In the novel â€Å"Stone Cold†, Swindells tries to create a sympathetic atmosphere for, one of the main characters, â€Å"Link† and other homeless people in general. To do this; he uses a variety of techniques in his novel to help get the reader too sympathise with Link and the other homeless people. The first technique he uses is first person narrative. This is shown when Link says; â€Å"they avoid looking at me. Right now I’m sitting in a doorway watching the passers-by†. This uses first person narrative as the words â€Å"me† and â€Å"I’m† have been used, meaning Link is saying it. He implies that it is the pedestrians trying to â€Å"avoid† him, acting like he is not there. As if he’s invisible. Which is shown when Swindells uses the word â€Å"they†- also making the reader feel as if Link is addressing them, engaging the reader, making them feel pity and guilt towards Link. He also uses first person narrative when he says, â€Å"It was still dark, and bitterly cold as I began to peel of my sleeping bag†. Again, he uses first person narrative as he uses the words â€Å"me† and â€Å"I†. This creates sympathy as he uses strong words like â€Å"bitterly† which makes emphasises the fact how col d he is. As words like â€Å"dark† has been used it gives the reader an insight of link’s feelings of how frightened he is, as he â€Å"peels† of his sleeping bag, constantly in pain- in the depths of despair. Secondly, the author creates sympathy by showing the reasons for becoming homeless, how easy it seems to become homeless and that it’s not always their fault for ending up on the streets. This is shown right at the beginning of the book when Link states; â€Å"But that’s not why I ended up like this. No Vincent’s to blame for that†. As soon as the reader finishes reading this, they are instantly curious of: Who Vincent is? Why he done what he did? Also, how he done it? This is emphasised when Link says, â€Å"Vincent is to blame.† Using a short sentence and leaving the reader on a cliff-hanger. This creates sympathy for Link as it shows how it was not in any way link’s fault for becoming how he is and makes the reader think of what dreadful thing Vincent done too make a fourteen year-old boy run away from his warm, safe and secure on the â€Å"Stone Cold† pavements†, in the freezing, frightening and reckless streets of London. Thirdly, when Link arrives in London it is his very first time, during this time period he is presented to be very naà ¯ve; making many vital mistakes which can never be fixed. This is shown as Link uses the metaphor, â€Å"You’re on the old downward spiral and that’s that,† When Link says the word â€Å"old† in the metaphor to describe the â€Å"spiral† it makes it seem as if Link has many mistakes before Link was homeless, causing the reader too sympathise with Link. Also, Link stats; â€Å"that was my second mistake†, causing the reader too expect more mistakes too come in the nearby future. The fact that Link uses a metaphor, heightens the fact that once you make the first crucial mistake. There’s no going back. Fourthly, Swindells creates sympathy by showing that there is no government aid or support for Link and the other homeless people. This is implied during Link’s search for money when he says; â€Å"You mean I’ll get no benefit- nothing?† The author creates sympathy as he makes the government seem like they are doing nothing to help Link, making the reader portray an egotistical image of them. After he says this he adds â€Å"-nothing† to really emphasise the fact that the government isn’t giving Link (and the other homeless people) one single penny. This enforces the fact that link has nothing creating sympathetic atmosphere. Fifthly, the author tries to make sympathy for Link by showing how badly Link is treated by: his family, the general public, his landlord Rat face and even the other homeless people! Vince –Link’s mum’s boyfriend- is shown to treat Link exceedingly bad due to violence, which is shown when Link states, â€Å"Vince started slapping me around the head!† When this is said it builds up a reputation for Vince; making him seem like a diabolical man, giving the reader an insight of Vince’s true monstrosity and show the upsetting reality of Link’s depressing life. Hence sympathy created for Link. Also when the word â€Å"head† is mentioned it causes the reader to feel more sympathy for Link due to the head being a very important and could seriously injure someone; showing the sheer hatred of Vince towards Link. The dreaded Landlord, known as â€Å"Rat-face†, also treats Link horribly, this is shown when Link says; â€Å"He had a bunch if my shirt in his fist and his face was an inch away from mine† This creates sympathy towards Link as it shows how threatening Rat-face is being towards the fourteen year old boy, Link. When words like, â€Å"fist† are used it give the reader a sense of danger and helplessness from Link; making the landlord over-powering, intimidating and a more authoritative person. Link is also shown disrespect from other homeless people who show no mercy towards him, this is shown when the other homeless man says; â€Å"Sod off, kiddo, before I drop yer† As the man states the word, â€Å"kiddo† it reminds the reader how young and vulnerable Link is towards other threatening people. It also shows that the homeless person know he is young; portraying an evil image of the man as he bully Links around. Sixthly, the author creates sympathy by the use of detailed description of the terrible weather conditions endured by Link and the other homeless people. This is shown when Link says,† Spend one January night in a doorway and you’ll know why† Link tells the reader how harsh the weather is without actually describing it; he implies how disgraceful it is by saying â€Å"you’ll know why† making a cliff-hanger and causing an effect on the reader as they are left to make up in their minds what horrendous conditions Link – and the other homeless people- had to stay in. Link also says; â€Å"It was dark and bitterly cold as I began to peel of my sleeping bag† As the author adds extra detailed words like, â€Å"bitterly† it gives the reader a real sense of the sheer coldness of being on the streets. Swindells also says the phrase; â€Å"peel of my sleeping bag† showing how uncomfortable Link is and how easy tasks can become very difficult. Link also states, â€Å"It was raw morning with a sneaky wind which came out of the side streets and went right through you† Swindells emphasises how freezing cold it is by using the metaphor; â€Å"went right through you† getting the reader to feel for Link and sympathise with him as he is forced to be prey to the brutal winds. Also when the term, â€Å"raw morning† is used it gives the reader an idea of fresh; yet bitter conditions. Seventhly, and finally, sympathy is created as a sense danger is found throughout the whole novel of â€Å"Stone Cold†. As soon as Link becomes homeless he soon becomes aware of the dangers, this is shown when Link states; â€Å"There are guys so desperate or so crazy, they’ll knife you or batter your head in for your sleeping bag and the coppers you’ve got in your pocket† When this is said it gives the reader a sense of despair and how much people will do for so little. Also, as Link is going through this it makes the reader sympathetic for Link as they realise his helplessness and how he’s at the Brink if despair†¦Also in Shelter’s narrative he says; â€Å"Nobody knows they’re there, they’re invisible.† When this is says it shows how professional Shelter is at murdering people; giving the reader a real sense of danger for Link as he has many encounters with this skilled murderer, showing Link’s vulnerability . When shelter says; â€Å"They’re invisible† he uses a metaphor to show that no one will ever find them and it’s like the victims are not even there. In conclusion Robert Swindells uses many successful ways and techniques to create sympathy for Link and the other homeless people in his novel, â€Å"Stone Cold† This builds up to create a sympathetic atmosphere throughout the whole of the book.

Bonne Chance! Learn French Idioms Like This With Bon

The very common French word bon  is an adjective that means good and is used in many idiomatic expressions. Learn how to say tit for tat, cushy job, bright and early  and more with this list of expressions using bon. Remember not to confuse  bon  and its close sibling  bien.  Bon  Ã‚  and bienare often confused, because they have similar meanings and because both can function as adjectives, adverbs, or nouns. Common French Expressions Using Bon à   bon chat bon rattit for tatà   la bonne franquette  !informally; potluckà   quoi bon?whats the use?; why?ah, bon  ?oh yes? ah bonI seeavoir bonne mineto look healthyavoir un bon fromageto have a cushy jobun bon à   vuedemand notebon anniversairehappy birthdaybon appà ©titenjoy your mealbon aprà ¨s-midihave a nice afternoonbon chien chasse de racelike father, like sonbon chic, bon genre; BCBGLiteral translation: good style, good sortActual meaning:  preppy, posh, prim and properbon courageall the best; keep up the good workbon dà ©barras!good riddance!un bon de caissecash voucherun bon de commandeorder formun bon de livraisondelivery slipun bon de rà ©ductioncouponbon dimanchehave a nice Sundayun bon du Trà ©sorTreasury bondbon grà © mal grà ©like it or not bonjourgood day;  good morning Note Bon matin  does  not  exist as an expression, except among friends inFrench-speaking Canada. You would never say that in France to mean  good morning.You would say  bonjour. bon marchà ©inexpensive; cheap bon matchenjoy the game; have a good gamebon rapport qualità ©-prixgood valuebon retoursafe journey homeBon sang ne saurait mentir.Whats bred in the bone will come out in the flesh.bonsoirgood evening(Note: one word, not bon soir)bon voyagehave a good tripbon week-endhave a good weekendBonne Annà ©e!Happy New Year!Bonne annà ©e et bonne santà ©!Happy New Year!bonne chancegood luckune bonne fourchettea hearty eaterbonne journà ©ehave a nice daybonne nuitgood nightbonne rentrà ©ebest wishes for the new (school) yearbonne routesafe journeybonne santà ©stay well, keep healthybonne soirà ©ehave a nice eveningbonnes vacancesenjoy your vacationLes bons comptes font les bons amis.Dont let money squabbles ruin a friendship.de bon cÅ“urheartilyde bon grà ©willinglyde bon matinbright and earlyen bon à ©tatin good conditionLenfer est pavà © de bonnes intentions.The road to hell is paved with good intentions.Point de nouvelles, bonnes nouvelles.No news is good news.pour de bonfor go od; definitively; really; trulysen tenir à   bon compteto get off easy