Public Administration Essay Example for Free

Public Administration Essay â€Å"The Blast in Centralia No. 5: A Mine Disaster No One Stopped† by John Bartlow Martin. Reprinted by permission of Harold Ober Associates Incorporated. Copyright 1948 by John Bartlow Martin. Copyright renewed 1975 by John Bartlow Martin. Overview The title of this case study alone insinuates that perhaps this mine disaster could have been prevented. Martin opens his case study with very descriptive and gruesome details about the events that lead up to the explosion. Martin states: â€Å"One hundred and eleven men were killed in that explosion. Killed needlessly, for almost everybody concerned had known for months, even years, that the mine was dangerous. Yet nobody had done anything effective about it† (Stillman 31). Initially, the thought and idea that a community would allow such a horrific event to occur that could have been prevented is terrifying and somewhat startling. Martin uses his case study to explore various questions regarding this mine disaster as well as the background and other potential issues surrounding the explosion. Purpose The overall goal of this case study is to place an emphasis on how dependent modern day society is on public administration to handle chaotic or unexpected situations. In exploring various aspects of this catastrophe, Martin explores the following: (1). A coal company sensitive only to profit incentives. (2). State regulatory agencies inadequately enforcing mine safety legislation. (3). Federal officials and mine unions complacent about a growing problem. (4). The miners incapable of protecting themselves against the impending disaster. Ultimately, â€Å"Modern society depends on the proper functioning of unseen administrative arrangements for safeguarding our environment; for protecting the purity of our food; for transporting us safely by road, rail, or air; for sending us our mail; or negotiating an arms limitations agreement at some distant diplomatic conference. All of us like miners in Centralia No. 5, rely throughout our lives on the immovable juggernaut of impersonal administrative systems† (Stillman 30). It seems  that most people as a whole have absent mindedly become too dependent on something as abstract and complicated as public administration. It seems to be public administration and its official’s responsibility to handle any concern in the community as well as make everything flow smoothly. To the Letter of the Law Driscoll O. Scanlan, a dedicated mine inspector, strove to enforce mining laws â€Å"to the letter of the law† because he deeply desired to protect miners and took his responsibility and job deeply. In a sense, Scanlan’s motivation toward the Constitution (the law), bureaucracy (as a public administrator responsible to the public), and obligation all played a key factor in his attitude and efforts that he made towards inspecting mines. The Stillman text states the following in regards to Scanlan: â€Å"Other inspectors, arriving to inspect a mine would go into the office and chat with the company officials. Not Scanlan; he waited outside, and down in the mine he talked with the miners, not the bosses† (Stillman 32). The text goes on to state many other comparisons between Scanlan and the other mine inspectors. Scanlan’s actions and efforts showed that he truly had a passion for his job and a genuine concern for the miners. For all of these reasons and many more, Scanlan gained a different perspective as well as insight than the other inspectors which ultimately led him to deem the Centralia No. 5 mine the worst in the district. This realization pushed him to take action. Scanlan’s Actions Scanlan was very persistent in his attempts to bring attention to the troublesome areas in the Centralia No. 5. Mine. Letter after letter he provided a detailed description of issues, potential recommendations, and concerns that he had about the condition of the mine. Those concerns included the following: (1). The amount of dust (2). The overall cleanliness of the mine. I am for the efforts and attempts that Scanlan made. Over a period of thirteen years, Scanlan took the appropriate steps towards potentially preventing the disaster that occurred in the Centralia No. 5. Mine. Scanlan reached out to the Department of Mines, Minerals at Springfield company, directors of various departments, Governor Green, presidents in numerous agencies, superintendents, attended meetings, and  made many other actions that could have benefited the miners and the overall condition of the mine. Alternative Actions Scanlan could have done the following after he saw that effort was not being made to aid the miners or the mine: (1) Dust the mine himself (2) Sprinkle the roads himself (3) Threaten to shut down the mine (4) Actually close down the mine. All of these potential options were possible; however, these actions would have been very time consuming and tedious. Overall, Scanlan did all that he could do to prevent the disaster in the mine. By law, a mine inspector could shut down a mine. Scanlan informed the miners of their potential dangers as well as gave certain recommendations and reported his findings to the appropriate actors. As a last resort, Scanlan could have closed down the mine or went to and relied on an inspector or supervisor above him to take further action. Responsibility According to an article entitled: Can Government Regulate Safety? The Coal Mine Example, â€Å"the Federal government has been directly involved in coal mining safety for over 35 years, operating under three major pieces of legislation enacted in 1941, 1952, and 1969. In fact, the 1941 and 1969 regulations significantly reduced the fatality rate in coal mining† (Lewis-Beck and Alford 1). Mark Aldrich, professor of economics at Smith College, stated the following in his article entitled: The Needless Peril of the Coal Mine: The Bureau of Mines and the Campaign against Coal Mine Explosions, 1910-1940, â€Å"The bureau continued the safety investigations begun by the USGS which focused largely on the prevention of explosions and their con-sequences. In addition to certifying and championing the use of permissible mine equipment, it also launched a first-aid and mine rescue campaign. But its most important work was its investigation of the causes of coal dust explosions and its campaign to spread rock-dusting technology. This choice of safety priorities resulted in part from the bureaus bureaucratic structure and scientific and technological orientation. No group within the bureau was charged with setting priorities, and research problems were usually chosen by scientists with little direction from above† (Aldrich 542). Conclusion If the appropriate actions were taken when Scanlan first made recommendations about the mine, the mine disaster could have been prevented. Ultimately, it is not one person or agency’s full responsibility to prevent disasters such as this one; it is a joint effort among workers, the community, legislation, inspectors, and many more to ensure that working conditions are safe and not a potential hazard to society as a whole. References Aldrich, Mark. Preventing The Needless Peril of the Coal Mine: The Bureau of Mines and the Campaign against Coal Mine Explosions, 1910-1940 Technology and Culture , Vol. 36, No. 3 (Jul., 1995), pp. 483-518. Published by: The Johns Hopkins University Press on behalf of the Society for the History of Technology Article Stable URL: http://www.jstor.org/stable/3107239. Lewis-Beck ,Michael S. and John R. Alford. â€Å"Can Government Regulate Safety? The Coal Mine Example.† The American Political Science Review , Vol. 74, No. 3 (Sep., 1980), pp. 745-756 Published by: American Political Science Association Article Stable URL: http://www.jstor.org/stable/1958155. Stillman, Richard Joseph. Public Administration: Concepts and Cases. Boston, MA: Wadsworth Cengage Learning, 2010. Print. â€Å"The Blast in Centralia No. 5: A Mine Disaster No One Stopped† by John Bartlow Martin. Reprinted by permission of Harold Ober Associates Incorporated. Copyright 1948 by John Bartlow Martin. Copyright renewed 1975 by John Bartlow Martin.

Integrated Marketing Communication Program for Jeans

Integrated Marketing Communication Program for Jeans Executive summary: Various jeans industry such as Denim, Levis, and Disney etc. design various integrated marketing program. Although common objective of all IMC program is increase brand awareness, sale and design a unique image in customers mind. In order to address and attract customer all jeans industry launch various campaign. To communicate with public and customers they advertise their campaign on TV, magazine, online and radio. Through their advertisement they want to design their brand image in customer mind. Besides advertisement, they also carried out promotion activity, public relation, direct marketing etc. Direct marketing is although time consuming but most effective tool for communication. Various jeans industry also organizes various events in order to communicate properly with customers, for example Aadharshila Brand solution was planning to launch an event called â€Å"JEAN JANOON† for their client â€Å"The HUB† a multi brand outlet for apparel. Main purpose of this event is to increase the sale of jeans. Before designing IMC program this company carried out market research in order to judge customers behaviors toward jeans. For research they design the strategy for â€Å"JEAN JANOON† event. During the event they decided to get feedback from customer who visits â€Å"The HUB† multiband retail outlet so that appropriate primary data can be collected for designing IMC strategy for â€Å"The HUB†. Before designing integrated marketing communication program it is necessary to judge consumers behavior toward jeans , it is necessary to known customers liking and disliking, these data provide various support during designing of IMC program. Although there are various media available for communicating but Printads in magazine and news paper is seen most effective medium followed by television. After Research survey done by various jeans company, it has been found that male respondents were less brand conscious than female. There is no particular fashion trend among males, but females are more conscious towards seasonal fashion trends. â€Å"Fitting† and â€Å"style† are the major attributes considered by customer while buying jeans. Marketing plan plan Situation Analysis: Every organization faces a lot of problem at present time so it became necessary for every organization that before setting any objective carried out situation analysis in order to recognize strength, weakness, opportunities and threat present in our organization. According to Sally and John, marketing plans are â€Å"the written document or blueprint for implementing and controlling an organizations marketing activities related to a particular marketing strategy† . A successful marketing plan is able to improve organizations profits and growth, uses in objective setting and monitors results. So to gain a successful market plan it is necessary to to understand the current situation comprehensively and trends affecting the future of the organization.There are two major reasons to explain why situation analysis plays a vital role in developing marketing plan. Firstly, dynamic marketing environment will lead to uncertainty, threats and opportunities for marketers. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. Then, systematically analyzing situational environments in order to identify our customers and understand their needs. There are certain opportunities in jeans industry, such as increase women wear collection, increase market and market share through integrated PR, and advertisement and promotional campaign. Besides opportunities there is a lot of threat that create barrier for entry in to jeans industry. These threats are as follow: Increasing competition in ethical fashion Ethical brand is not taken seriously by public High price and loyalty decrease loyalty toward brand Main objective behind situation analysis is to known analyze customer, competitor and there strategy. Marketing objective: After situation analysis we became able to known our organization strength, weakness, opportunities and threat present in environment. It provides a lot of support in setting of objective. There may be a lot of marketing objective, some are as follow: Increase market share To create new successful denim and clothing rang and expand it to convert not user in to user. Increase sale by 50% in 6 month from the launch of public campaign Create awareness among target audience. Use excessive advertising especially using media preferred by the target market. Create product belonging and position among buyers mind Marketing strategies: Toachieve these objective we implement various strategy. Target market: Urban personality: Affluent young professional Prosperous young professional Students and cosmopolitan Marketing Mix Strategies : Main aim of various jeans industry to produce high quality jeans in various qualities such as five packet jeans in various size. This is mostly done to capture youth attention. They produce jeans in various colour to capture more market share. Must of jeans brand such as levis, denim, dem lea diesel jeans jump in to Indian market by producing high quality of jeans Pricing range from 4.7 $ to 9.5$. Jeans do not need too much promotion. It is done mostly by fair, E – commerce and agent The distribution channels for jeans industry are as follows. MANUFACTURER (COMPANY) WHOLESELLER JEANS SEND TO RETAILER CUSTOMER Internal Process It is as follows. Sample Cutting Stitching Washing Pressing and labeling Finishing Dispatched to store Packing and containers Explanation The sample is first send by the buyer. Its called a gold seal sample. In cutting dept, one piece is placed on the other and in this way a bundle of 50 Jeans is made. Then the cutter cuts it. In the stitching dept, front end or the upper part is made. Then backend is made and they are assembled together in the assembly end. Then the belt is made. Washing can be done by simple garment wash or through the stone wash and chemicals. It is done according to the buyers request. In Pressing and labeling dept, the Jeans are pressed and then labeled for identification. In finishing dept, the quality of jeans is checked and mistakes are rectified. Then the Jeans dispatched to the store. Then packing is done. It is done according to the buyers request. Then they are sent to the containers. Samples of Product; Implementation tactics : Launch a blind ad campaign on billboards and magazines in all A class areas of major cities and magazine. Heavy advertising on TV, newspapers and magazines Set displays of jeans in showrooms and major dealer outlets in all cities. Reduce number of billboards, television and magazines advertisements. Continue Advertising Evaluation, Monitoring and Control: Goal of marketing plan is to achieve market objective that are established before implementation of marketing plan. We evaluate and control our strategic tactic by comparing our result with standard established before setting of plan, by measuring customer satisfaction and brand loyalty. If result is less than our standard than there any is default in implementation and monitoring. The people who are responsible for the monitoring and control of the marketing plan involves, the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Production Managers. Some activities must be carried out for precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, consumers and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions. The Integrated Marketing Communication Plan Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion) So Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Promotional activities include Advertising, sales promotion, and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Situational analysis: First of all we carried out we carried out situation analysis in order to unedrtood problem. In this we identify our compititors and their strategy for example Levi carried out compititor analysis and find out various strategy adopted by Tommy Hilfiger, JNCO, VF Corporation, Gap, Calvin Klein, Diesel and Paris Blues. After situation analysis Levy Strauss Company find out thattheCalifornia gold rush outfitter whose trademark blue jeans have been an American clothing staple for generations, had fallen on hard times by 2004 and needed a change in strategic direction.After seven consecutive years of falling sales, profits turned to losses in 2003. Management responded to the decline by moving its manufacturing plants offshore and by introducing a new line of discount jeans at Wal-Mart.It also considered selling off its Dockers casual pants unit in order to focus on its jeans business. Under situation analysis we also analyze financial position of company. IMC objective: There are various IMC objective set by jeans company after situation analysis in order to accomplish their goal. Some of objective are as follow: To Increase sale by 50% in six month To Increase brand awareness To Increase customer loyality To Increase desire of customer To Increase repeat purchase To measure customer satisfaction To create relationship with customer on personal level To control and observe public opinion To receive feedback from customer on regular basis Media objectivesstate the impact that you expect to have on an audience in terms of reach and frequency. Objectives must meet the following criteria: Measurability Quantifiability Realism time-specificity Budget determination: We need to establish what amount of money will be needed to achieve the IMC objectives.Although there is various methods present to determine what amount of money invest on IMC. These methods are as follow: Affordable Method Percentage of Sales Method Unit of Sales Method Zero Budgeting Method Inaffordable methodwe invest money on IMC as soon as we can afford. However inPercentage of Sales Methodamount of money invest on IMC tool depend on what amount of sale we expect to achieve during course of year. These percentages are mostly adhoc and sometime based on judgment. InUnit of Sales MethodCompany allocate a certain proportion of cost of product to promotion. Thus say if ex factory cost of the product is say Rs 100/ the company will allot Rs.10/- toward promotion cost. Hence if company expects sale 10,000 unit of the product, thus allocated IMC budget will be Rs.100.000/-. In Zero Budgeting Method, company determine what need to achieve in term of sale and then rework backward in term of what money will be needed to be allocate to deliver those customers. Thus if company believe that in order to achieve their sales, 10,000 customers need to purchase their jeans once during the planning period than it will work out what number of prospective customers will needed to be tar geted through ATL and BTL activity, in order to achieve that result. IMC Methodologies There are various component of integrated marketing communication that is as follow: Advertisement Advertisement is any paid form of non-personal presentation and promotion of ideas or products by an identified sponsor. Objective of any ads is to increase brand awareness. Objectives: There are mostly three objective of advertisement compaign, that are as follow: Inform Persuade Remind Inform: Informative advertising, seeks to tell the market about the jeans, explain the new quality added in jeans, provide information on pricing, and build awareness of both the jeans quality and the company. Such objectives are normally pursued at the launch of a new quality jeans, or re-launch / up-date of an existing jean. Persuade: Here objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the jeans as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a range of jeans design competes directly with each other. In such circumstances businesses often seek to differentiate their jeans through Comparison Advertising – either directly or indirectly comparing its jeans to that of its competitors. Remind: Reminder Advertising, is used to maintain interest and awareness of a well established jeans brand in the market, often in the latter stages of its product life cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand. Advertisement budget: Having identified advertising objectives, the advertising budget must be set. Determining exactly how much a business should spend on advertising to achieve the desired level of sales. Commonly, the decision is based on past experience of expenditure on advertising, and the sales subsequently achieved. There are however a number of factors that can be considered in setting the advertising budget Factors influencing the setting of advertising Budgets: Product life cycle stage:New products in the Launch stage of their Product Life Cycle, will normally require greater expenditure on advertising to create product awareness, and encourage consumers to trial the product. Whilst products that have reached Maturity in their product life cycle, will often require smaller advertising budgets to achieve the level of sales required. Competition:The number of competitors in the market, and their expenditure on advertising competing products, will influence a business to spend to a similar or higher degree. Product Differentiation:A product very similar to other products on the market may require greater expenditure on advertising to differentiate it from its competitors. Advertising Strategy: Developing an Advertising Strategy to achieve the objectives of a campaign, requires that consideration be given to both the ‘Message which will be communicated and the ‘Media through which it will be sent Advertising Message An advertising campaign, no matter how much money is spent, no matter what media is used, will only be successful if the Message appeals to the target audience. Given the level of advertising which bombards the average consumer, a successful advertising message must stand out amongst the advertising clutter. Thus marketing professionals are required to be creative, imaginative and innovative in developing the advertising message, both in terms of what is said, and How it is said? What is said This is often referred to as the ‘Big Idea, and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences, it is difficult to categories the content of advertising messages which a business may send, below we include a couple of examples of actual message strategy. During delivery of advertisement massage in customer mind take the personality symbol, lifestyle and musical as consideration. In addition the tone of the advertisement will need to be established, which can be either positive or negative. The advert may therefore promote positive feelings of fun, contentment, and happiness or take on a more negative, somber, or even threatening tone. Selecting Advertising Media: In addition to deciding upon the content, style and tone of the advertising message, the media through which the message will be communicated to the target audience must also be selected. Mostly for jeans advertisement we select media such as magazine, newspaper and outdoor. TV rarely used for advertisement of jeans. In order to select the most appropriate media, consideration must should be given to various advantage and disadvantage of various media. Strengths and weakness of various media are as given below: Television : Strengths Dynamic attention getting media, combining visual, sound and animated stimulus. Strong potential Impact High market coverage Good at demonstrating products Weaknesses: Highly expensive Poor at communicating lengthy technical information Newspapers: Strengths: Targeting is possible through profiling readership Good level of market coverage Weaknesses: Static media, not suitable for product demonstration Potential for poor reproduction, sometimes limited to black and white print Short-life span, i.e. todays newspapers become tomorrows rubbish Magazines: Strengths: High quality reproduction, of color images Targeting is possible through specialist publications Good pass on readership Weaknesses: Static media, not suitable for product demonstration Lengthy lead-time between advert being placed and magazine being published Outdoor: Strengths: High repeat exposure to advert Relatively low cost Low levels of competition, in terms of advertising clutter Weaknesses: Limited audience selectivity / targeting possible Static media, not suitable for product demonstrations Difficult to monitor effectiveness â€Å"Make them your own† is the name of the campaign launched by Levis to boost the sale of Denim jeans. This is one of the most aggressive marketing and advertising strategy followed by Levis to move up the sales. The theme of this marketing campaign is narcissistic youth. It will feature youth who will check themselves out in Denim blue jeans. The advertising will target the age group of 18 – 24 years. Mostly levy also select TV, Magazine, and Newspaper as a media for delivering there massage about their product in customer mind. PRINT Ads: This ad focus on that even in bad time our company ABC produce good quality of product in comparison to our competitor. ABC Company compares their product with competitors in quality and design. Through this ads company want to show that our product is superior in quality and design. Sale promotion: Sale promotion is collection of various consumers and trade promotional tool such as rebate, discount, gift, contest, coupons, price deal, contest game, sampling etc. to increase sale of products. There are certain objectives of sale promotion. However main objective is to increase immediate sale because Sales Managers are under great pressure to produce results quickly. Objective: There are certain objectives of sale promotion that are as follow: To increase immediate customer sale To increase support among the marketers sales force. To gain the support of the trade in marketing the product Reasons for Growth of Sales Promotion: There are number of reason for growth of company in sale promotion some are as follow: Increasing Competition Due to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of sales promotion. In order to have a competitive advantage over its competitors like Levis, Pepe, Killer and others, Spykar Jeans, once a year has a grand sale of up to 50%. Customers Have Become More Price Sensitive: The increase price sensitivity is direct result of rampant inflation. Economic support this trend further, as a result customers and dealer became more sensitive toward price. If the customers get branded jeans at half the actual price, then they are definitely going to make huge purchases of Spykar Jeans because they want value for their money, as they are price sensitive. Sales Promotions Generally Create an Immediate Positive Impact on Sales: Advertising, personal selling and other methods of promotion produce slower impact on sales in compared to sales promotion. Sales promotions are mostly for short duration, for a specified period, leading to a sense of urgency in consumers to buy now. This creates an immediate positive impact on sales. Products have become more standardized: In many product categories there is proliferation of brand or line extension and me too many brands. Most of brand perceived by consumer varies little in price. Due to this it became very difficult for advertiser to reposition their product in customers mind. Due to which they focus on more and more on sale promotion to get immediate result. Advertising Has Become More Expensive and Less Effective: All the advertising media have become quite expensive. Audio-visual medium, which is considered as the most effective for short-duration ads, may cost in excess of Rs. 1 lakh for a 10 second exposure during prime time. In many cases, consumers have reached a point of boredom due to excessive advertising on TV. Firms with small budgets cannot compete with big companies, which spend huge sums of money on advertising. For these small budget firms, sales promotion is a more cost-effective promotion method to produce sales results. Trade Has Become More Powerful: At present time Retailers and wholesalers have became more powerful and demand extra facility from company to promote their product. Company has no other alternative. Besides these there are also various kind reason such as Excess Stocks, Impulse Buying Is Increasing, Sales Promotions Maximize Profits etc. Promotion Strategies: Promotional strategy is mostly run to change consumers behavior, to increase brand image, to increase profit, to increase sale of various good. There are mostly two kind of sale promotion, one is directed toward consumer and other one is directed toward trade such as dealer, supplier, retailer etc. Consumer sale promotion tool: There are a lot of promotional tool used to increase sale. Consumer sale promotion is directed toward consumer. It stimulate consumer to purchase their product rapidly. There are a lot of tool that are as follow: Price deal: Price deal is temporary reduction in price of product. There are two type of deal: cents-off deals and price-pack deals. Price deal is given at various times to stimulate purchase of jeans. Coupon: A coupon is typically a printed certificate giving the bearer a stated price reduction or special value on a specific product, generally for a specific period. Various company issue various kind of coupon that contain various discount price , customer get the advantage of this discount and purchase jeans at low price. Offer: There are various kind of gift is offer by various jeans industry. For example the branding magazine said that the Gap will be conducting a marketing campaign centered on the idea that your favorite songs and your favorite jeans, Gap jeans, make the perfect fit. Customers who try on a pair of the retailers new jeans will receive a free iTMS download. The campaign will be marketed with print and TV ads, and will feature TV commercials with musicians singing covers of their favorite song while wearing Gap jeans. The company will be offering those collected covers in a CD at retail Gap locations for customers who make a US$60 or more Gap purchase. Premium: Sometime various companies like Levy, Denim etc. offer some gift or at bargain price to encourage customer buying. Sampling: Some company like American eagles to known customer feedback provide free simple of various jeans according to their preference. Advertising Specialities: Advertising specialities also call a promotional product. It mostly given to our loyal customers. It includes various card like birthday card, New Year card. It is mostly done to retain old customer. Trade sale promotion tool: Objectives of Trade Sales Promotion: Gain/maintain distribution Influence resellers to promote product Influence resellers to offer price discount Increase reseller inventory Defend against competitors Avoid reduction of normal prices There are various sale promotion tools that stimulate trade to promote company product. There are a lot of trade sale promotion tools some are as discussed below: Trade Allowances: Trade allowancesare short-term special allowances, discounts, or deals granted to resellers to stimulate reseller to rapid purchase of their product. Point-of-Purchase Display: Point-of-purchase displays are generally used at the retail level to call customer attention to a featured product. In this company employees observe every retail shop and those retail shop that display more company product will be winner of special gift or prize Trade Shows: A trade show is periodic, semi periodic public event at which supplier displays their jeans product and provides information about jeans quality and price to potential buyer. After implementing these different techniques of sale promotion we monitor result and evaluate these by comparing with objective set before implementation of plan. Public relation Public relation is nothing but creating a favorable relation for organization and product which is done through used of various communication channel and tool. So public relation is mostly done to improve the image of company and build good image in customers mind. So public relation may be define as â€Å"Public Relations is a set of management, supervisory, and technical functions that foster an organizations ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Objective: Like other aspect of marketing, public relation is also used to address several broad aspect of marketing like: Building Product Awareness–When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. Creating Interest:Public Relation create public interest to used the product at least for once time. Providing Information:Through the Public relation we can provide a lot of information about company activity and their product feature and service provided by company. This information is delivered to public through newspaper, article website, collateral material; PR helps in delivering information that helps to public in understanding the product feature. Stimulating Demand:A positive article in a newspaper, on TV, news show or mentioned on the Internet, often results in a discernable increase in product sales. Reinforcing the Brand:In many companies like levy, denim jeans company the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Direct Marketing Direct marketing is business of selling company product directly to customers through mail order, telephone, fax, e-mails, or web selling, rather than through retailers. Objective: There are mostly to objective for which direct marketing is carried out these are as follow: Convert not user to user. It is mostly done to obtain new client. The identification of new potential clients is very crucial when it comes to recruit new prospects and transformed them into your clients. The perpetual loyalty of customers. A loyal consumer cost less than new customers. Strategy: Various jeans industry like denim, Levi Strauss Co involved in direct marketing to get more market share. These companies sent a mail-order catalog to approximately prospective customers. 100-page catalog, developed in-house, targets both men and women and also contains 10 pages devoted to home products. There are various tools for direct marketing these are as :Direct response television marketing. Besides these jeans producing company also used various methods to promote their product. One method that Levis has recently taken is Path Breaking Strategy. Path breaking strategy by Levis: This strategy is mostly for those jeans whose cost above Rs.1400. We know a lot of thing about EMIs for house, car and other kind of white goods. But these EMIs is first time adopted by Levis for jeans.This idea has been conceptualized by Levis. Downturn market, cost cutting everywhere and empty pockets is the present situation; and here to curb all these hindrances, Levis is now, for the first time ever offering EMI facilities on its apparel wear in India. Simply shop for more than Rs. 1500 and you can avail this offer. This amount will be set off through your credit card in three equal installments. They have also tied up with ICICI Bank for the credit card settlement. There are certain objectives behind this strategy that are as follow: To increase the sales of premium jeans wear category that is worth more than Rs. 4000 per denim. To ensure sales throughout the year irrespective of seasonality:How will this objective be achie Integrated Marketing Communication Program for Jeans Integrated Marketing Communication Program for Jeans Executive summary: Various jeans industry such as Denim, Levis, and Disney etc. design various integrated marketing program. Although common objective of all IMC program is increase brand awareness, sale and design a unique image in customers mind. In order to address and attract customer all jeans industry launch various campaign. To communicate with public and customers they advertise their campaign on TV, magazine, online and radio. Through their advertisement they want to design their brand image in customer mind. Besides advertisement, they also carried out promotion activity, public relation, direct marketing etc. Direct marketing is although time consuming but most effective tool for communication. Various jeans industry also organizes various events in order to communicate properly with customers, for example Aadharshila Brand solution was planning to launch an event called â€Å"JEAN JANOON† for their client â€Å"The HUB† a multi brand outlet for apparel. Main purpose of this event is to increase the sale of jeans. Before designing IMC program this company carried out market research in order to judge customers behaviors toward jeans. For research they design the strategy for â€Å"JEAN JANOON† event. During the event they decided to get feedback from customer who visits â€Å"The HUB† multiband retail outlet so that appropriate primary data can be collected for designing IMC strategy for â€Å"The HUB†. Before designing integrated marketing communication program it is necessary to judge consumers behavior toward jeans , it is necessary to known customers liking and disliking, these data provide various support during designing of IMC program. Although there are various media available for communicating but Printads in magazine and news paper is seen most effective medium followed by television. After Research survey done by various jeans company, it has been found that male respondents were less brand conscious than female. There is no particular fashion trend among males, but females are more conscious towards seasonal fashion trends. â€Å"Fitting† and â€Å"style† are the major attributes considered by customer while buying jeans. Marketing plan plan Situation Analysis: Every organization faces a lot of problem at present time so it became necessary for every organization that before setting any objective carried out situation analysis in order to recognize strength, weakness, opportunities and threat present in our organization. According to Sally and John, marketing plans are â€Å"the written document or blueprint for implementing and controlling an organizations marketing activities related to a particular marketing strategy† . A successful marketing plan is able to improve organizations profits and growth, uses in objective setting and monitors results. So to gain a successful market plan it is necessary to to understand the current situation comprehensively and trends affecting the future of the organization.There are two major reasons to explain why situation analysis plays a vital role in developing marketing plan. Firstly, dynamic marketing environment will lead to uncertainty, threats and opportunities for marketers. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. Then, systematically analyzing situational environments in order to identify our customers and understand their needs. There are certain opportunities in jeans industry, such as increase women wear collection, increase market and market share through integrated PR, and advertisement and promotional campaign. Besides opportunities there is a lot of threat that create barrier for entry in to jeans industry. These threats are as follow: Increasing competition in ethical fashion Ethical brand is not taken seriously by public High price and loyalty decrease loyalty toward brand Main objective behind situation analysis is to known analyze customer, competitor and there strategy. Marketing objective: After situation analysis we became able to known our organization strength, weakness, opportunities and threat present in environment. It provides a lot of support in setting of objective. There may be a lot of marketing objective, some are as follow: Increase market share To create new successful denim and clothing rang and expand it to convert not user in to user. Increase sale by 50% in 6 month from the launch of public campaign Create awareness among target audience. Use excessive advertising especially using media preferred by the target market. Create product belonging and position among buyers mind Marketing strategies: Toachieve these objective we implement various strategy. Target market: Urban personality: Affluent young professional Prosperous young professional Students and cosmopolitan Marketing Mix Strategies : Main aim of various jeans industry to produce high quality jeans in various qualities such as five packet jeans in various size. This is mostly done to capture youth attention. They produce jeans in various colour to capture more market share. Must of jeans brand such as levis, denim, dem lea diesel jeans jump in to Indian market by producing high quality of jeans Pricing range from 4.7 $ to 9.5$. Jeans do not need too much promotion. It is done mostly by fair, E – commerce and agent The distribution channels for jeans industry are as follows. MANUFACTURER (COMPANY) WHOLESELLER JEANS SEND TO RETAILER CUSTOMER Internal Process It is as follows. Sample Cutting Stitching Washing Pressing and labeling Finishing Dispatched to store Packing and containers Explanation The sample is first send by the buyer. Its called a gold seal sample. In cutting dept, one piece is placed on the other and in this way a bundle of 50 Jeans is made. Then the cutter cuts it. In the stitching dept, front end or the upper part is made. Then backend is made and they are assembled together in the assembly end. Then the belt is made. Washing can be done by simple garment wash or through the stone wash and chemicals. It is done according to the buyers request. In Pressing and labeling dept, the Jeans are pressed and then labeled for identification. In finishing dept, the quality of jeans is checked and mistakes are rectified. Then the Jeans dispatched to the store. Then packing is done. It is done according to the buyers request. Then they are sent to the containers. Samples of Product; Implementation tactics : Launch a blind ad campaign on billboards and magazines in all A class areas of major cities and magazine. Heavy advertising on TV, newspapers and magazines Set displays of jeans in showrooms and major dealer outlets in all cities. Reduce number of billboards, television and magazines advertisements. Continue Advertising Evaluation, Monitoring and Control: Goal of marketing plan is to achieve market objective that are established before implementation of marketing plan. We evaluate and control our strategic tactic by comparing our result with standard established before setting of plan, by measuring customer satisfaction and brand loyalty. If result is less than our standard than there any is default in implementation and monitoring. The people who are responsible for the monitoring and control of the marketing plan involves, the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Production Managers. Some activities must be carried out for precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, consumers and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions. The Integrated Marketing Communication Plan Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion) So Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Promotional activities include Advertising, sales promotion, and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Situational analysis: First of all we carried out we carried out situation analysis in order to unedrtood problem. In this we identify our compititors and their strategy for example Levi carried out compititor analysis and find out various strategy adopted by Tommy Hilfiger, JNCO, VF Corporation, Gap, Calvin Klein, Diesel and Paris Blues. After situation analysis Levy Strauss Company find out thattheCalifornia gold rush outfitter whose trademark blue jeans have been an American clothing staple for generations, had fallen on hard times by 2004 and needed a change in strategic direction.After seven consecutive years of falling sales, profits turned to losses in 2003. Management responded to the decline by moving its manufacturing plants offshore and by introducing a new line of discount jeans at Wal-Mart.It also considered selling off its Dockers casual pants unit in order to focus on its jeans business. Under situation analysis we also analyze financial position of company. IMC objective: There are various IMC objective set by jeans company after situation analysis in order to accomplish their goal. Some of objective are as follow: To Increase sale by 50% in six month To Increase brand awareness To Increase customer loyality To Increase desire of customer To Increase repeat purchase To measure customer satisfaction To create relationship with customer on personal level To control and observe public opinion To receive feedback from customer on regular basis Media objectivesstate the impact that you expect to have on an audience in terms of reach and frequency. Objectives must meet the following criteria: Measurability Quantifiability Realism time-specificity Budget determination: We need to establish what amount of money will be needed to achieve the IMC objectives.Although there is various methods present to determine what amount of money invest on IMC. These methods are as follow: Affordable Method Percentage of Sales Method Unit of Sales Method Zero Budgeting Method Inaffordable methodwe invest money on IMC as soon as we can afford. However inPercentage of Sales Methodamount of money invest on IMC tool depend on what amount of sale we expect to achieve during course of year. These percentages are mostly adhoc and sometime based on judgment. InUnit of Sales MethodCompany allocate a certain proportion of cost of product to promotion. Thus say if ex factory cost of the product is say Rs 100/ the company will allot Rs.10/- toward promotion cost. Hence if company expects sale 10,000 unit of the product, thus allocated IMC budget will be Rs.100.000/-. In Zero Budgeting Method, company determine what need to achieve in term of sale and then rework backward in term of what money will be needed to be allocate to deliver those customers. Thus if company believe that in order to achieve their sales, 10,000 customers need to purchase their jeans once during the planning period than it will work out what number of prospective customers will needed to be tar geted through ATL and BTL activity, in order to achieve that result. IMC Methodologies There are various component of integrated marketing communication that is as follow: Advertisement Advertisement is any paid form of non-personal presentation and promotion of ideas or products by an identified sponsor. Objective of any ads is to increase brand awareness. Objectives: There are mostly three objective of advertisement compaign, that are as follow: Inform Persuade Remind Inform: Informative advertising, seeks to tell the market about the jeans, explain the new quality added in jeans, provide information on pricing, and build awareness of both the jeans quality and the company. Such objectives are normally pursued at the launch of a new quality jeans, or re-launch / up-date of an existing jean. Persuade: Here objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the jeans as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a range of jeans design competes directly with each other. In such circumstances businesses often seek to differentiate their jeans through Comparison Advertising – either directly or indirectly comparing its jeans to that of its competitors. Remind: Reminder Advertising, is used to maintain interest and awareness of a well established jeans brand in the market, often in the latter stages of its product life cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand. Advertisement budget: Having identified advertising objectives, the advertising budget must be set. Determining exactly how much a business should spend on advertising to achieve the desired level of sales. Commonly, the decision is based on past experience of expenditure on advertising, and the sales subsequently achieved. There are however a number of factors that can be considered in setting the advertising budget Factors influencing the setting of advertising Budgets: Product life cycle stage:New products in the Launch stage of their Product Life Cycle, will normally require greater expenditure on advertising to create product awareness, and encourage consumers to trial the product. Whilst products that have reached Maturity in their product life cycle, will often require smaller advertising budgets to achieve the level of sales required. Competition:The number of competitors in the market, and their expenditure on advertising competing products, will influence a business to spend to a similar or higher degree. Product Differentiation:A product very similar to other products on the market may require greater expenditure on advertising to differentiate it from its competitors. Advertising Strategy: Developing an Advertising Strategy to achieve the objectives of a campaign, requires that consideration be given to both the ‘Message which will be communicated and the ‘Media through which it will be sent Advertising Message An advertising campaign, no matter how much money is spent, no matter what media is used, will only be successful if the Message appeals to the target audience. Given the level of advertising which bombards the average consumer, a successful advertising message must stand out amongst the advertising clutter. Thus marketing professionals are required to be creative, imaginative and innovative in developing the advertising message, both in terms of what is said, and How it is said? What is said This is often referred to as the ‘Big Idea, and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences, it is difficult to categories the content of advertising messages which a business may send, below we include a couple of examples of actual message strategy. During delivery of advertisement massage in customer mind take the personality symbol, lifestyle and musical as consideration. In addition the tone of the advertisement will need to be established, which can be either positive or negative. The advert may therefore promote positive feelings of fun, contentment, and happiness or take on a more negative, somber, or even threatening tone. Selecting Advertising Media: In addition to deciding upon the content, style and tone of the advertising message, the media through which the message will be communicated to the target audience must also be selected. Mostly for jeans advertisement we select media such as magazine, newspaper and outdoor. TV rarely used for advertisement of jeans. In order to select the most appropriate media, consideration must should be given to various advantage and disadvantage of various media. Strengths and weakness of various media are as given below: Television : Strengths Dynamic attention getting media, combining visual, sound and animated stimulus. Strong potential Impact High market coverage Good at demonstrating products Weaknesses: Highly expensive Poor at communicating lengthy technical information Newspapers: Strengths: Targeting is possible through profiling readership Good level of market coverage Weaknesses: Static media, not suitable for product demonstration Potential for poor reproduction, sometimes limited to black and white print Short-life span, i.e. todays newspapers become tomorrows rubbish Magazines: Strengths: High quality reproduction, of color images Targeting is possible through specialist publications Good pass on readership Weaknesses: Static media, not suitable for product demonstration Lengthy lead-time between advert being placed and magazine being published Outdoor: Strengths: High repeat exposure to advert Relatively low cost Low levels of competition, in terms of advertising clutter Weaknesses: Limited audience selectivity / targeting possible Static media, not suitable for product demonstrations Difficult to monitor effectiveness â€Å"Make them your own† is the name of the campaign launched by Levis to boost the sale of Denim jeans. This is one of the most aggressive marketing and advertising strategy followed by Levis to move up the sales. The theme of this marketing campaign is narcissistic youth. It will feature youth who will check themselves out in Denim blue jeans. The advertising will target the age group of 18 – 24 years. Mostly levy also select TV, Magazine, and Newspaper as a media for delivering there massage about their product in customer mind. PRINT Ads: This ad focus on that even in bad time our company ABC produce good quality of product in comparison to our competitor. ABC Company compares their product with competitors in quality and design. Through this ads company want to show that our product is superior in quality and design. Sale promotion: Sale promotion is collection of various consumers and trade promotional tool such as rebate, discount, gift, contest, coupons, price deal, contest game, sampling etc. to increase sale of products. There are certain objectives of sale promotion. However main objective is to increase immediate sale because Sales Managers are under great pressure to produce results quickly. Objective: There are certain objectives of sale promotion that are as follow: To increase immediate customer sale To increase support among the marketers sales force. To gain the support of the trade in marketing the product Reasons for Growth of Sales Promotion: There are number of reason for growth of company in sale promotion some are as follow: Increasing Competition Due to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of sales promotion. In order to have a competitive advantage over its competitors like Levis, Pepe, Killer and others, Spykar Jeans, once a year has a grand sale of up to 50%. Customers Have Become More Price Sensitive: The increase price sensitivity is direct result of rampant inflation. Economic support this trend further, as a result customers and dealer became more sensitive toward price. If the customers get branded jeans at half the actual price, then they are definitely going to make huge purchases of Spykar Jeans because they want value for their money, as they are price sensitive. Sales Promotions Generally Create an Immediate Positive Impact on Sales: Advertising, personal selling and other methods of promotion produce slower impact on sales in compared to sales promotion. Sales promotions are mostly for short duration, for a specified period, leading to a sense of urgency in consumers to buy now. This creates an immediate positive impact on sales. Products have become more standardized: In many product categories there is proliferation of brand or line extension and me too many brands. Most of brand perceived by consumer varies little in price. Due to this it became very difficult for advertiser to reposition their product in customers mind. Due to which they focus on more and more on sale promotion to get immediate result. Advertising Has Become More Expensive and Less Effective: All the advertising media have become quite expensive. Audio-visual medium, which is considered as the most effective for short-duration ads, may cost in excess of Rs. 1 lakh for a 10 second exposure during prime time. In many cases, consumers have reached a point of boredom due to excessive advertising on TV. Firms with small budgets cannot compete with big companies, which spend huge sums of money on advertising. For these small budget firms, sales promotion is a more cost-effective promotion method to produce sales results. Trade Has Become More Powerful: At present time Retailers and wholesalers have became more powerful and demand extra facility from company to promote their product. Company has no other alternative. Besides these there are also various kind reason such as Excess Stocks, Impulse Buying Is Increasing, Sales Promotions Maximize Profits etc. Promotion Strategies: Promotional strategy is mostly run to change consumers behavior, to increase brand image, to increase profit, to increase sale of various good. There are mostly two kind of sale promotion, one is directed toward consumer and other one is directed toward trade such as dealer, supplier, retailer etc. Consumer sale promotion tool: There are a lot of promotional tool used to increase sale. Consumer sale promotion is directed toward consumer. It stimulate consumer to purchase their product rapidly. There are a lot of tool that are as follow: Price deal: Price deal is temporary reduction in price of product. There are two type of deal: cents-off deals and price-pack deals. Price deal is given at various times to stimulate purchase of jeans. Coupon: A coupon is typically a printed certificate giving the bearer a stated price reduction or special value on a specific product, generally for a specific period. Various company issue various kind of coupon that contain various discount price , customer get the advantage of this discount and purchase jeans at low price. Offer: There are various kind of gift is offer by various jeans industry. For example the branding magazine said that the Gap will be conducting a marketing campaign centered on the idea that your favorite songs and your favorite jeans, Gap jeans, make the perfect fit. Customers who try on a pair of the retailers new jeans will receive a free iTMS download. The campaign will be marketed with print and TV ads, and will feature TV commercials with musicians singing covers of their favorite song while wearing Gap jeans. The company will be offering those collected covers in a CD at retail Gap locations for customers who make a US$60 or more Gap purchase. Premium: Sometime various companies like Levy, Denim etc. offer some gift or at bargain price to encourage customer buying. Sampling: Some company like American eagles to known customer feedback provide free simple of various jeans according to their preference. Advertising Specialities: Advertising specialities also call a promotional product. It mostly given to our loyal customers. It includes various card like birthday card, New Year card. It is mostly done to retain old customer. Trade sale promotion tool: Objectives of Trade Sales Promotion: Gain/maintain distribution Influence resellers to promote product Influence resellers to offer price discount Increase reseller inventory Defend against competitors Avoid reduction of normal prices There are various sale promotion tools that stimulate trade to promote company product. There are a lot of trade sale promotion tools some are as discussed below: Trade Allowances: Trade allowancesare short-term special allowances, discounts, or deals granted to resellers to stimulate reseller to rapid purchase of their product. Point-of-Purchase Display: Point-of-purchase displays are generally used at the retail level to call customer attention to a featured product. In this company employees observe every retail shop and those retail shop that display more company product will be winner of special gift or prize Trade Shows: A trade show is periodic, semi periodic public event at which supplier displays their jeans product and provides information about jeans quality and price to potential buyer. After implementing these different techniques of sale promotion we monitor result and evaluate these by comparing with objective set before implementation of plan. Public relation Public relation is nothing but creating a favorable relation for organization and product which is done through used of various communication channel and tool. So public relation is mostly done to improve the image of company and build good image in customers mind. So public relation may be define as â€Å"Public Relations is a set of management, supervisory, and technical functions that foster an organizations ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Objective: Like other aspect of marketing, public relation is also used to address several broad aspect of marketing like: Building Product Awareness–When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. Creating Interest:Public Relation create public interest to used the product at least for once time. Providing Information:Through the Public relation we can provide a lot of information about company activity and their product feature and service provided by company. This information is delivered to public through newspaper, article website, collateral material; PR helps in delivering information that helps to public in understanding the product feature. Stimulating Demand:A positive article in a newspaper, on TV, news show or mentioned on the Internet, often results in a discernable increase in product sales. Reinforcing the Brand:In many companies like levy, denim jeans company the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Direct Marketing Direct marketing is business of selling company product directly to customers through mail order, telephone, fax, e-mails, or web selling, rather than through retailers. Objective: There are mostly to objective for which direct marketing is carried out these are as follow: Convert not user to user. It is mostly done to obtain new client. The identification of new potential clients is very crucial when it comes to recruit new prospects and transformed them into your clients. The perpetual loyalty of customers. A loyal consumer cost less than new customers. Strategy: Various jeans industry like denim, Levi Strauss Co involved in direct marketing to get more market share. These companies sent a mail-order catalog to approximately prospective customers. 100-page catalog, developed in-house, targets both men and women and also contains 10 pages devoted to home products. There are various tools for direct marketing these are as :Direct response television marketing. Besides these jeans producing company also used various methods to promote their product. One method that Levis has recently taken is Path Breaking Strategy. Path breaking strategy by Levis: This strategy is mostly for those jeans whose cost above Rs.1400. We know a lot of thing about EMIs for house, car and other kind of white goods. But these EMIs is first time adopted by Levis for jeans.This idea has been conceptualized by Levis. Downturn market, cost cutting everywhere and empty pockets is the present situation; and here to curb all these hindrances, Levis is now, for the first time ever offering EMI facilities on its apparel wear in India. Simply shop for more than Rs. 1500 and you can avail this offer. This amount will be set off through your credit card in three equal installments. They have also tied up with ICICI Bank for the credit card settlement. There are certain objectives behind this strategy that are as follow: To increase the sales of premium jeans wear category that is worth more than Rs. 4000 per denim. To ensure sales throughout the year irrespective of seasonality:How will this objective be achie

Zoot Suits: Play And Movie Comparison

Zoot Suits: Play And Movie Comparison Traditionally, books and films are quite different because they refer to different forms of art. At the same time, many films are based on books and directors attempt to mirror the story conveyed by writers in their films. In this regard, effects of making a film on the basis of a book may differ consistently because of the vision of the director and his or her interpretation of the original story. At this point, it is possible to refer to Zoot Suit a play that was used by Luis Valdes in his film Zoot Suit. In this regard, it is worth mentioning the fact that the film appeared just two years after the debut of the play but still the book and the film are different for the director attempts to convey his vision of the story depicted by him in the play in the visual form, in his film. At first glance, it seems to be quite strange that the film and the play directed and written by one and the same person. In addition, the book and the film are based on the same story. In this regard, the difference between the book and the film are insignificant. To put it more precisely, on analyzing the plot of the book and the play, it is hardly possible to trace any substantial differences that strike the experienced viewer or reader. At the same time, the major difference between the film and the book can be found in the presentation of the story and its delivery to the audience. In fact, Zoot Suit is written by the famous playwright Luis Valdez and also it is featuring some incidental music. It debuted in 1979, and gained a fame of the first Chicano play on Broadway. However, the film version of the play was directed by Luis Valdez and debuted in 1981. Talking about differences between the written play and its film version, should be mentioned that they have little in common in many the details. In Zoot Suit, Luis Valdez weaves a story involving the real-life events of the Sleepy Lagoon murder trial when a group of young Mexican-Americans were wrongfully charged with murder and the Zoot Suit Riots. In the play, Henry Reyna (inspired by real-life defendant Hank Leyvas) is a pachuco gangster and his gang, who were unfairly prosecuted, are thrown in jail for a murder they did not commit Moreover, the written play is said to be set among the Los Angeles barrios during the early 1940s against, obviously, the Zoot Suit Riots backdrop and, further still, the Worl d War II. In play, as well as in the film, El Pachuco (who is an idealized zoot suiter) is portrayed with Edward James Olmos. He is a narrator whom we can observe throughout the entire story and he even serves as conscience of Henry. In such a way, the play conveys the tragic story of the murder and the fate of the main characters. In this regard, the play mirrors the tragic fate of many Mexican Americans sent to prison after commitment a crime. In such a way, the play mirrors the position of Mexican Americans and tragedies they encounter in their life. Paradoxically, the film is often said to be a comedy, although it has the message, which is, to a significant extent, similar to that of the play. According to some specialists (Tyler, 1994), the politically charged theme imbues the production with a particularly strong relevance for the cast. It is possible to relate a lot of the play to immigration issues and whats going on now. The tone of the musical is alternately somber and playful, while the hazy narrative structure often blurs the line between reality and fantasy (Cosgrove, 1989). Nevertheless, it is important to place emphasis on the fact that the film contains comic or, to put it more precisely, ironic elements close to the black humor, whereas the play is the tragedy, where there is little room for any manifestations of humor. In addition, the film allowed Luis Valdez to use the full potential of the visual presentation of his vision of the story he conveyed in the play. To put it more precisely, the costumes and decorations he used in the film make the film quite different from the play, which seems to be a bit artificial and not so close to the real life as the film. The visualization contributes to the easier perception of the directors message compared to the book, where readers should complete images of the main characters with their own fancies, details they fancy out, while reading the book. In this regard, the film helps the audience to perceive characters as the director sees them. Furthermore, the actor play is also very important and distinguishes the film from the play consistently because the director often uses close-ups and other techniques to convey emotions of the main characters, their mood and feelings. In such a way, the film makes the audience feel more compassionate to the extent that the audience becomes a sort of participant of the film. At this point, it is worth mentioning the fact that the visual perception is very important for the audience. On the other hand, the film leaves viewers little room for their fancies. Instead, the director convey clearly the message he wants to convey, whereas in the play, when people read the book, they can just fancy over the main characters, their environment and so on, while watching the staged play they cannot see beyond the scene and decorations looks artificially and do not make the story as realistic as the film does. Thus, taking into account all above mentioned, it is important to place emphasis on the fact that the film and the play Zoot Suit are quite different and the main difference can be traced in terms of the perception of the story by the audience. In fact, the film is closer to the audience, viewers can watch and feel emotions of the main characters. Instead, when they read the book or watch a staged play they cannot get rid of its artificiality and they need to complete existing gaps with their own ideas, imagination, and fancies.

Essay --

Imagine yourself for a day without being capable of communicate or understand your surroundings. In my opinion communication is the key for success in every stage of our life. My research is based in reference of disabilities associates with communication disorder in children and adults. As I can conclude the explanation of communication is when a person is able to exchange feeling, knowledge and desires with others. It can be expressed in different ways one is verbal and the other non-verbal. Language in other ways is as well important part of human communication system. It control and intervene our actions, thoughts, and behaviors. even though language and speech are sometimes inseparable they are different. I learned from the class and from my personal study that communication is essential for human development. It begins at birth and develops through life. At birth newborns act in response to involuntary noises in reaction to physical stimulus . Babies learn to communicate with their parent with face expressions and gestures. At 9 months they start imitate sounds of speech from around them. Children begin to vocalize around 18 month and in quick time they learn to speak. The importance of identifying any communication disorder of children is essential for their progress. Some of this disabilities can be diagnosed before the age of 1. Learning to speak give the ability to communicate with the world. A child’s communication is considered delayed when is clearly behind in comparison with others at their same age speech and language skills. Communications problem in some cases is generally present in children with physical impairments including hearing loss, neurological disorders , injury in their brain, mental retardation, dr... ...lso to work in group socializing between them. Some kids need to take individual session depending in their level. The interaction of family in therapies is very important. It will give the children enthusiasm to continue practicing. The importance of therapy is to continue its use in school where children are out of their home. In my opinion it help the learning process because they can try to be like other children and start to communicate with them. Children with communication disorders regularly perform inadequate academic level, having big problems with reading, trouble understanding and express verbal communication, they avoid attending school. If they participate in interactive communication with adults in the instructive situation they may succeed in school. In many cases the use of psychological and psychiatric counseling are consider very important. Essay -- Imagine yourself for a day without being capable of communicate or understand your surroundings. In my opinion communication is the key for success in every stage of our life. My research is based in reference of disabilities associates with communication disorder in children and adults. As I can conclude the explanation of communication is when a person is able to exchange feeling, knowledge and desires with others. It can be expressed in different ways one is verbal and the other non-verbal. Language in other ways is as well important part of human communication system. It control and intervene our actions, thoughts, and behaviors. even though language and speech are sometimes inseparable they are different. I learned from the class and from my personal study that communication is essential for human development. It begins at birth and develops through life. At birth newborns act in response to involuntary noises in reaction to physical stimulus . Babies learn to communicate with their parent with face expressions and gestures. At 9 months they start imitate sounds of speech from around them. Children begin to vocalize around 18 month and in quick time they learn to speak. The importance of identifying any communication disorder of children is essential for their progress. Some of this disabilities can be diagnosed before the age of 1. Learning to speak give the ability to communicate with the world. A child’s communication is considered delayed when is clearly behind in comparison with others at their same age speech and language skills. Communications problem in some cases is generally present in children with physical impairments including hearing loss, neurological disorders , injury in their brain, mental retardation, dr... ...lso to work in group socializing between them. Some kids need to take individual session depending in their level. The interaction of family in therapies is very important. It will give the children enthusiasm to continue practicing. The importance of therapy is to continue its use in school where children are out of their home. In my opinion it help the learning process because they can try to be like other children and start to communicate with them. Children with communication disorders regularly perform inadequate academic level, having big problems with reading, trouble understanding and express verbal communication, they avoid attending school. If they participate in interactive communication with adults in the instructive situation they may succeed in school. In many cases the use of psychological and psychiatric counseling are consider very important.

Essay --

As I packed up my belongings from my dorm at the end of my freshman year in college, I remember feeling indifferent about summer. Although most people would be happy knowing they were not going to summer school, I had gotten accustomed to this routine. As far back as I can remember, each summer was spent in school or some form of tutoring program; not as a result of my poor grades but to stay ahead. I finally had a summer free, and I was uncertain what to do. Not wanting to waste away my summer idly, I set out to make my summer productive and obtained an internship position at my local health department. Undoubtedly this has been one of two main experiences highly influential in leading me to pursue my Masters in Public Health. Interning at the health department was my formal introduction to public health. It quickly became apparent how predominant and ubiquitous the practices of public health are in our everyday lives. I also gained a better understanding as to how critical public health is to the entire healthcare system; specifically how research and practice in the areas of community needs can make notable impacts. Working mainly in the nurse's clinic and birth and death records, I occasionally got the opportunity to help out in other areas such as the Black Infant Health Program. This program specifically caught my attention because of how valuable and requested it was for the African American community. They provided resources to empower and strengthen women throughout their pregnancy. Women were provided with information and classes so that they were informed to make better choices for caring and raising their children, in hopes that it would positively impact future generations. This is particularl y important because ... ... healthcare setting can greatly help gain the support at the community level. I want to be apart of the growing effort in creating an atmosphere that allows dialogue and interest amongst minority groups who are more disproportionately affected by diseases. My desire to pursue a graduate degree in public health is personally driven, and I believe UC Irvine will serve as a vital foundation for obtaining the necessary knowledge and training in my career. With my persistence in the pursuit of knowledge I am confident that I will be able to take full advantage of what the program has to offer so that I too can make meaningful contributions in public health. In order to hone my skills with regards to health, I am currently taking a human anatomy and physiology course through Loyola Marymount University Extension, and I find myself eager to return to full time studies.

Summary of The Spire

Jocelin, Dean of a medieval cathedral, has had a vision which he believes reveals that he must add a four hundred foot spire to the cathedral. The decision is a controversial one, especially as the work proves disruptive and the master builder, Roger Mason, discovers that the building lacks the requisite foundations to support the spire. Jocelin is insistent that faith will be sufficient and accuses the master builder of being timid, and of playing for time in order to keep himself and his men in employment. Jocelin is maintained in his belief that the spire will stand by the news that his bishop is sending a Holy Nail (from the crucifixion) from Rome to protect the spire. The cathedral's caretaker, Pangall, hates the disruption and the workmen's mockery which he suffers. There are early hints that he is impotent. Jocelin is horrified when he notices that Roger and Goody, Pangall's wife, are sexually attracted to each other. However, he realises that, if he does not intervene, their adultery will prevent Roger from leaving. Roger's wife Rachel reveals that she and her husband are childless because she finds sex makes her laugh. Jocelin climbs to the roof to inspect the work and finds it exhilarating. However, he has what is eventually revealed to be tuberculosis of the spine, and this illness gradually becomes worse. He is also increasingly troubled by sexual dreams relating to his own attraction to Goody. A pit has been dug in order for the master builder to look for foundations, and there is a crisis when the earth in it is seen to be creeping. The stones start to make a high-pitched whine and to splinter. Roger wants to stop work, but Jocelin forces him to continue. The result is that the anxious workmen become a mob and – as only later becomes apparent – they pursue and murder Pangall, burying his body beneath the cathedral pavement as a pagan charm to keep the spire from falling. Jocelin becomes increasingly obsessed with the spire, shutting out all other concerns. However, he feels guilty about Goody and tries to speak to her. When she sobbingly rejects his approaches, he climbs the spire to seek solace. It is revealed that Goody is pregnant. Roger becomes increasingly sullen and unpopular and the singing of the stones becomes worse, so that the master builder again begs Jocelin to halt the work. He paints a persuasive picture of the spire's collapse, but Jocelin resists and makes him continue. Shortly after this, Jocelin climbs the spire and witnesses Roger and Goody having sex. A steel brace is made and fitted to the spire. While this is going on, Jocelin secures a place for Goody in a local convent. But when Rachel discovers Roger's infidelity, she attacks first Goody, then Roger, and Goody dies in childbirth. Jocelin becomes more unwell and is tormented by remorse and sexual feelings, although he is relatively happy when helping the workmen. Roger becomes an alcoholic and has a breakdown. At midsummer, Jocelin realises that the workmen have left their work to attend pagan festivities. More Summary of Devil at My Heels The spire nears completion as the Holy Nail approaches. Jehan, Roger's second-in-command, now in charge of the work, miscalculates and damages the spire. An official from Rome, referred to only as the Visitor, interviews Jocelin and relieves him of his authority. In a raging storm, Jocelin climbs the spire and hammers the Nail in place, after which he has two mystical visions of Goody. Jocelin's aunt, Lady Alison, visits him and reveals that he was only appointed Dean thanks to her. The dumb sculptor, Gilbert, shows Jocelin that the pillars supporting the cathedral roof are not solid but filled with rubble. Father Adam reads aloud Jocelin's sermon describing his original vision of the spire. The process of Jocelin's disillusionment continues when Anselm – Jocelin's former teacher but now his junior as the Sacrist of the cathedral – denies that they were ever really friends. Jocelin goes to seek Roger's forgiveness, on the way having two mystical revelations inspired by an appletree and a kingfisher. He is briefly reconciled to Roger before the master builder becomes angry and throws him out. On the street, Jocelin is set upon by a mob. Nearing death, Jocelin has his effigy sculpted, and finally has several intimations which seem to explain his past experiences, and perhaps the whole of life itself. His dying thought is of the appletree, but the priest attending him, Father Adam, chooses to believe that Jocelin was in his dying breath murmuring the name of God. On one level this is a novel about the building of a spire upon a cathedral, the foundations of which are nothing but marsh and brushwood. It is about the resilience of those foundations against all odds; they hold a spire some four hundred feet high when, by rights, this shouldn't be possible. It follows the lives of a range of people involved in the building project, from the anonymous army of labourers who do the actual work at one extreme to the man who believes that God has chosen him to bring this work to a conclusion at the other. The spire stands at the end of the novel but it has destroyed the lives of Dean Jocelin, whose vision was the inspiration for its building; of Roger Mason, the master builder; of Roger's wife, Rachel; of Pangall's wife, Goody and the child she bears to Roger Mason. The reader is never confident whether the spire is the work of God or the work of the devil; what is clear is it is built upon human misery, upon argument and dissension within the cathedral's community, and upon the deceit of Dean Jocelin who holds high office in the church. As the spire reaches upwards the Dean feels its weight upon his back until he ends bent double; though he isn't aware of it, Jocelin suffers a crippling spinal disease – tuberculosis of the spine – which eventually kills him. Throughout the building of the spire he believes that the early physical manifestations of his condition are the visitations of his own guardian angel. The novel is also concerned with sexuality. It is about two men's desire for a simple woman who remains unaware of her own attractions; one, the Dean, suppresses his desires and suffers because of it, the other, Roger Mason, fulfils his desires, gets her pregnant and also suffers by it. Goody Pangall dies in childbirth; her husband is bullied mercilessly by Roger's men and finally driven cruelly to his death; Roger tries to kill himself and ends his day in madness; Rachel is left desolate, tending to her husband as if he were the baby they never had; Jocelin dies in both physical and spiritual agony. Finally the spire is left, a symbol but a very ambiguous one. Of the power of God to work miracles? Of a bargain with the devil? Or of the skill and endurance of man? Golding doesn't tell us.

Music publication through what was relevant in society

Dear Miss Bethany Sharp, I have done extensive research into the following magazines in order to conclude their success as a music publication through what was relevant in society. NME 1950's What was Society like? It was the end of wartime rationing from World War 2 and there was now a consumer society. Teenagers had now been given spending power but no means of entertainment but magazines. Rock ‘n roll hit the scene with a new audience, the emerging youth culture had now taken the music scene and Rock was now dismissed by older generations. This type of music was popular mostly with teenagers who were trying to break out of the mainstream idea of the middle class. Also, The US had now created their own Hot 100 Music Charts – NME responded to the change in Society so because teenagers wanted to break out of the idea of middle class that Editors decided to publish adds in the magazines content ‘wanted: hip young gun slingers'. NME did this so that they could get new, fresh writers who represented part of the audience; therefore they were part of the music scene and would have a more informal mode of address, therefore relate as well as appeal to them, creating success for the magazine. – NME responded to the change in Society that the US had now created a music chart, so NME they decided to introduce the first British Pop charts. It appealed to the audience and created success as it was the best selling singles chart in the UK and in a sense influenced the audience in what to listen to and what was part of the music scene. 1960's What was Society like? London spent much of its time swinging and dancing as much of the music scene. The nation became more obsessed with political and cultural events. The British invasion of rock and roll, beat and pop performers now appeared by performers such as The Beatles. – NME responded to the change in Society to embraced the new British groups emerging at the time; The Beatles and The Rolling Stones were arguably the two most renowned groups to emerge during this 60's and they were frequently featured on the front cover. – NME responded to the change in Society because it was between January and June 1964, NME's sales peaked to 306,881 that as the Beatles and the rolling stones were taking on the music scene, NME was left to track the new rock music. 2000's What was Society like? Society has now become multi-platform and fast paced because of all the new mediums and the use of synergy – technology has now become a necessity to everyday life – NME responded to the change in Society as technology was becoming more used in everyday life, i.e. the internet, NME felt that it might lose sales as factors such as piracy and easy accessible information can come about, so NME absorbs part sister/rival publication melody maker in 2000. – NME responded to the change in Society because technology was becoming more widespread that NME decided to feature on radio and television coverage in order to become more multi-platform and thus making it more successful – It appealed to the audience because NME had coverage on NME awards and weekly NME chart show on MTV2. NME had taken further steps than being just a magazine. – NME responded to the change in Society so the NME magazine as the music scene was becoming younger, NME introduced Club NME nights across Britain and to the US. Smash Hits Late 1970's/1980's What was Society like? Society was now full of mass unemployment and there were now a social unrest- people where now angry at the government and there were now anti-rebellion teens. Punk was introduced and the idea of being rebellious, bands like the sex pistols started to make the music scene. – NME responded to the change in Society so the Smash Hits magazine As the new music scene was young socialites and looking good was important, Smash Hits was a new glossy magazine for younger audiences . It used niches which appealed to younger audiences because it focused around â€Å"trivia† (What is your favourite colour? etc.) they used this informal mode of address to create success – It appeals to the audience to create success because it talks about lives and gossip, something the audience was looking for. – NME responded to the change in Society so the Smash Hits magazine as the magazine was talking to a new audience it created a new mode of address; it was now informal and colloquial – chatty because it had to represent the audience in order to create success. 1980's What was Society like? Cable and MTV were introduced; it had an enormous impact on the music and young people. The CD revolutionized the music industry. Music such as Pop, Rock, new wave, Punk, country, Rap and Hip-hop became popular. – NME responded to the change in Society so the Smash Hits magazine It was because the music scene had became widespread and there were much more genres that Smash hits went on to hire many respected journalists 2000's What was Society like? Society has now become multi-platform and fast paced because of all the new mediums and the use of synergy – technology has now become a necessity to everyday life – NME responded to the change in Society so the Smash Hits magazine a whole new range of platforms including Television, the internet, mobile and so on were introduced, the magazine became multi-platform as the audience became more industrialised to create success – It appealed to the audience because Today's teens wanted faster, deeper information about music at a faster rate of accessing information, they were now able to do so. – NME responded to the change in Society so the Smash Hits magazines started to notice that the group allegiances to pop and rock had changed, magazine realised it had to change so became more multi-platform – Magazines became more synergised, using television, radio, websites etc. This was because technology was growing and so was the young audience. – NME responded to the change in Society so the Smash Hits magazine Because the audience and the music scene were changing, the magazine had to change. Smash hits decided to keep the genre the same although it became multi-platform. – It didn't appeal to the audience and the audience moved on, however it managed to continue using different mediums such as television, digital radio and website services Sniffin' Glue Late 1970's/1980's What was Society like? Society was now full of mass unemployment and there were now a social unrest- people where now angry at the government and there were now anti-rebellion teens. Punk was introduced and the idea of being rebellious, bands like the sex pistols started to make the music scene. – NME responded to the change in Society so the Sniffin' Glue magazine Young socialites wanted to be part of the music scene, so they wanted to belong to a group, The Sniffin' Glue publication is one that is a fanzine – It appealed to the audience because this means it is exclusively made by fans for fans for a specific genre – Punk Zine, this meant the audience could relate to Gigs and so on. It also appealed to the audience because it meant that it could remain very Punk and shocking through the mode of address such as the aggressive and vulgar language but managed to remain very political toward the audience through the points it made. – NME responded to the change in Society so the Sniffin' Glue magazine It was because the audience wanted to be heard that the publisher Perry encourages reader to make their own fanzines so sniffin' glue had less circulation – It appealed to the audience because it Introduced the British punk culture and DIY Punk ethic so fans created their own fanzines. By doing this they kept the audiences demands and met theirs, overall creating success – It appealed to the audience as the mode of address was very opinionated, they were able to say what they wanted a it was a non-profit fanzine – They appealed to the audience as they represented them through the cover as it very punk and shocking almost making a political statement