Disempowered Individuals With Learning Disabilities Social Work Essay

Disempowered Individuals With Learning Disabilities Social Work Essay Being in the institution was bad. I got tied up and locked up. I didnt have any clothes of my own, and no privacy. We got beat up at times but that wasnt the worst. The real pain came from being a group. I was never a person. I was part of a group to eat, sleep and everything it was sad. (As cited on Mencap.org) Historically people with learning disabilities have suffered disempowerment by being excluded from mainstream society through segregation in large institutions. ( Wolfensberger, 1972) people were dismpowered by having little control over how they lived their lives. Although the Community Care Act 1990 has resulted in the closure and the resettlement of people with learning disabilities, people are still suffering disempowerment through exclusion by not being able to choose how to live their lives (Ramcharan,et al 1997). Empowerment is: à ¢Ã¢â€š ¬Ã‚ ¦concerned with how people may gain collective control over their lives, so as to achieve their interests as a group, and a method by which social workers [and other care providers] seek to enhance the power of people who lack it (Thomas and Pierson 1996, p.134). The Same As You? review is the Scottish Governments strategy for learning disability services in Scotland.   The review sets out the Scottish Governments wider policies of social inclusion, equality and fairness to enable changes to happen for the better in the lives of people with learning disabilities. A key area identified within The Same As You? is Person Centred Planning. Person-centred planning means starting with the individual and putting the supports around them that will enable them to have the life that they want. Person centred planning is a tool that can be used to plan with a person. This can be to help the person think about what is important in their life now and also to think about what what they would like in the future. Planning should include the persons circle of support and involve all the people who are important in the persons life. (Stalker and Campbell, 1998). The idea behind person central planning was to respond to problems of social exclusion, disempowerment and de-evalution. Person centred planning was developed in the 1980s by a small number of people including John O Brian and Michael Smull. As a way of enabling people with learning disabilities to move out segregated institutions and back into the main community. Person-centred planning is designed specifically to empower people, to directly support their social inclusion, and to directly challenge devaluation. By looking at what support is needed to allow the person included and involved in the community. (Magito-Mclaughlin et al., 2002). Person centred approaches offer a different alternative to the traditional model of planning used for service provision. The traditional methods of service provision operated around the individual receiving the service, with health and social care professionals making all the decisions on the type of support the individual received. The traditional model was disempowering to people with learning disabilities as it focused on the persons medical problems, ignoring the qualities of the person as human being. (Sanderson, 2003) Person centered planning places the individual at the center of the decision making process, allowing family members to become involved in the planning as Joynab, Mohammeds mother states: Person-centred planning has given us hope and a vision for a better future for Mohammed. We feel now we can have a say in how and what service support he receives. We no longer believe that only professionals know best for our son. Mohammeds faith and cultural needs are recognised and responded to.(DoH, 2010) Person centred planning looks at the persons qualities and is a way of listening to what is important in the persons life. People can direct their own services and supports, in a personalised way rather than attempting to fit within pre-existing service systems. An area where person planning has helped the person by listening to what they want enabling them to direct their services and support is through training and employment. People with learning disabilities have been marginalised from gaining employement, through the employers lack of understanding about learning disabilities and stereotypical beliefs that they are incapable of working. As a mother states I have a son who has Down syndrome..I go to the supermarkets and ask if they could try my son outà ¢Ã¢â€š ¬Ã‚ ¦I explain that he has Down syndrome, then they change the subject and say they will give me an application form.I explain my son cannot write, and they tell me he cannot get an interview without an application form.Is this a way of eliminating the disabled? (Anonymous contribution as cited by Williams,2009) People with learning disabilities benefit from working as it helps them to gain fiancial independence and security, increases their self confidence and skills and allows them to socialise. Todd (2002) demonstrates this in his report planning a new future where an agency worked with a young man with autism whose goal in life was to be an airline pilot, even though this goal was unrealistic. The support worker involved in his person-centered plan, suggested and arranged a visit to Heathrow airport once a week. The idea was to find out what interested the young man about being a pilot, was it the flying, planes or uniform? After visiting the airport for a couple of months it became apparent that the baggage carousels captivated him. The young man was then supported to get a part time job as a baggage handler. (Todd, 2002) enabling the person to become part of the community. In a way that values their human rights, gives them independence and choice. Person centred planning has a particular approach that can be used for different individuals in different situations. The four main tools that can implemented include: McGill Action Planning System (MAPS), this process is a useful tool for gathering information in the early stages of planning, helping to identify the person talents and needs. ELP (Essential Lifestyle Planning) is more commonly used to plan for people who are moving out of instititionalised care. Personal Futures Planning is less service based, tending to be used for building relationships with family, friends and fitting into the wider community. PATHS (Planning Alternative Tomorrows and Hope) is used to develop an action plan for the individual. (Stalker and Campbell, 1998, Sanderson, 2000) People with learning disabilities can have communication problems and should not be disregarded from having person centred planning for that reason. There are various techniques that can be used allow a person with a learning disability to communicate in their ideas for the plan, such as Makaton, talking mats, sign language and picture banks. (Grove, 2005) the plan can be done any format that is accessible to the person such as a written document, a drawing or mind map with images or an oral plan recorded on to a compact disc. Plans are the updated when the person wishes to make a change or when they have achieved their goal. Person centred planning is for eveyone, not just for people who can communicate. As it can engage participants personally by allowing them to hear of deeply felt hopes and dreams and fears, even if the person feels they are silly. As the planning process allows the person to break free from the misconceptions and conventions that can harness their future. Some examples of peoples dreams were a young man wanted a trip to Mexico as part of his vision. Another is taking guitar lessons as a way to achieve his goal of being a country and western singer. An older woman, in her plan, decided to retire. Another is taking art classes and learning to paint watercolours. Starting a business, going to college or university, buying a house, these are all things that are possible through person centered planning. (ne-pdd.org) Person centered planning has helped people achieve empowerment is their choice to form relationships, get married or have children. People with learning disabilities have the same need for love and relationships as do all human beings. However this need is not being met for people with a learning disability. Literature on the subject provides information about sexuality in regards to learning disabilities, however it seems to focus on disability and sexuality from the perspective of it being a problem. (Parritt, 2005.) This negative view of people with learning disabilities and sexuality stems from the historical perspective of learning disabilities, where people with disabilities were placed in institutions and segregated (Potts and Fido,1991) This level of control can still be seen today with professionals and families trying to discourage intimacy and relationships, viewing the person with a disability as vulnerable, seen as the eternal child (McCarthy, 1999) Mrs Susan Hurst and Mr Frank Hurst tell their story of Our Wedding, Our Dream where person centred planning enabled them to get married. Mrs Hurst states, some people felt there wasnt a need for us to get married but we wanted what every one else hadà ¢Ã¢â€š ¬Ã‚ ¦Getting married had always been our dreamà ¢Ã¢â€š ¬Ã‚ ¦. (csrpcp.net) Mr. and Mrs. Hurst describe how the tools of person centered planning enabled them to identify both their hopes, goals and dreams for the future this enabled them both too make all the decisions in planning for their wedding. Mr and Mrs Hurst explain that they even planned their honeymoon and travelled to their honeymoon destination without the aide of support workers, as person centered planning had enabled them to plan ahead of the difficulties that might occur and how the couple would resolve them when on holiday. Without Person centered planning Mr and Mrs Hurst would never have been able to get married or go on honeymoon. Mr and Mrs Hurst felt that person centered planning helped them to achieve their goals enabling them to feel in control of their lives, allowing them to choose their human right to get married and respect for private and family life. (csrpcp.net) There is legislation that supports the rights of people with learning disabilities to have fulfilling relationships and sex lives if that is their choice. (Article 8) states that every human being has a right to respect for private and family life. The Disability Discrimination Act (1995) gives people the right to access family planning clinics and advice centers. People with learning disabilities should be accepted as people who have the same capacity for loving as others in society.(Lesselliers, 1999) Loneliness and isolation may occur through the lack of opportunity to have loving relationships. Therefore person centred planning can enable people with learning disabilities to be empowered by allowing them to make these decisions and choosing how they want to live their lives. person centred planning improves the person quality of life. Increasing the persons right to empowerment through the right to work where they want, where they would like to live and increasing their social network by letting them choose how they would to socialise. (Whitney-Thomas et al., 1998). Relationships improve for the person at the centre of the planning, as they became more motivated and goal oriented. As the participation process allows friends and family to join in the planning and help the person achieve their goals. Parents also reported that person centred planning had such an impact on their familys lives, that they choose to become involved in training other families in the importance of person centered planning. As person centred planning is designed to focus on one person at a time, it increases the potential to broaden opportunities for people with learning disabilities in gaining the life they choose. As Person centred planning allows the person to choose how, when and where they want support or services delivered rather than the standard one size fits all approach. (OBrien Lovett, 1993). However there are limitations to person centered planning for people with learning disabilities. Insufficient funding and resources can hinder the planning process persons and their opportunity to achieve their goals, leaving people disillusioned with the process. Person centered planning requires trained and well equipped staff who are knowledgeable about inclusion, rights of people with learning disabilities and how to help empower people by directing them. As people can lose trust in centered planning if these values are not upheld. (Kinsella 2000), Person centered planning can take time to achieve targets, it is not suitable for people who require emergency planning where action needs to take place in a few days. The process is not a quick fix (OBrien Lovett, 1993). In conclusion people with learning disabilities have suffered from disempowerment in the past as a result of institutionalised care. However person centered planning has enabled people with disabilities to become empowered by allowing them to make their own choices and be fully supported about how they would like to live their life. By allowing people with learning disabilities to choose their right to employment through what job they would like to work, this in turn empowers them by gaining fiancial independence and increased self confidence, as well as learning skills and getting to meet new people. Person centred planning has allowed people to gain their right to family life and marriage, by allowing people to plan their own wedding and honeymoon giving them independence to start married life. Therefore person centered planning creates positive effects that go beyond effective planning. In that it allows people to be listened to and what is important to them. However this is only effective if what is recorded on the plan is acted on, as people will lose faith in person centered planning if no action comes from their choices.

Causes of the Rwanda Genocide

Causes of the Rwanda Genocide http://www.youtube.com/watch?v=UXCoHxX1OC8list=PL089D8AFA5E9ADEC1index=20 What all begain as a social economic standing s between two groups in Rwanda ended up being the reason why 800000 people ended up losing their lives†¦ this battle didn’t only start with the Rwandan genocide in 1994, this battle has been here ever since the colonisation of Rwanda. Throughout the 1800s among other categories; Rwanda had two main categories for people that lived there, namely there were the Hutus and the Tutsis, but this had nothing to do with ethnic grouping whatsoever, these different categories were given onto another by the economical state of which they were in, if you had a large amount of cattle you were regarded as a Tutsi and if you had a small amount of cattle you would then be regarded as a Hutu there were interactions among these two categories people and one could easily move from being a Hutu to being a Tutsi vice versa, this was done either by marriage or by the accomplishment of cattle or the lose there of (Roseberg, 2014) so then the term Hutu or Tutsi had no bases of which clan one originated from or whether they were original found in Rwanda or not, and therefore generally speaking being a Tutsi held a higher strata in society (UN, 2014). This was all up until the white man came with his one ideology and human classificatio n this was all before the white men came to Africa the Rwandan people had their own system of running things but the white man came and he had the Bible and they had the land. They then put notion of Christianity into their minds and when the Rwandans got the hang of the white man’s system the white man had the land and Rwandans were left with notions that caused them hatred. (Sugirtharajah, 2006) Among these systems of how Rwanda operated the Rwandans had their own myths and believes of how humanity came to be (Mamdani, 2002, 79); firstly they believed in the sacral nature and the origin of human settlement in Rwanda that claimed monarchy originated from a heavenly king nkuba meaning thunder and that nkuba had two sons namely Kigwa and Tutsi and a daughter Nyampundu, the Rwandans believed that the nkuba alongside his wife Nyagasani lived in the heavens above and that one day these three siblings fell from the heavens and landed on the Rwandan Hill and as Kigwa married his sister their descendants were to be the Abanyinginya clan and as Tutsi their brother married on one of his nieces his descendants were the Abeega clan and these was to be the reason for the intermarriage among these two royal families(Mamdani, 2002, 79) The second myth was to be based on the social differences of the three groups. The myth claimed that the three sons namely Gatwa, Gahutu and Gatutsi went to God and asked for social abilities and the Gatutsi was given anger, Gahutu given disobedience and labour and the Gatwa was given the faculty, gluttony (Mamdani, 2002, 79) The third one claimed the first king of the earth Kigwa tested his three sons’ abilities by giving them milk to keep guide overnight, Gatwa was found to have drank the whole milk, Gahutu to have spilled his milk but the Gatutsi to have kept his milk intacked and that is why the Gatutsi was put in higher possible than the the two other brothers so that he can ensure that their bad traits are kept in check (Mamdani, 2002, 80). And it is in every one of these examples that the Tutsis and the Hutus all came from the same family even though other were put in position of power over the other but this was until the rival colonists arrived in Rwanda with their idea that the Tutsis were to be deemed better than the Hutus because they come from elsewhere (Mamdani, 2002, 80). During the era of the trans-Atlantio slave trade the racialized understanding of Africa was that there were three Africas, southern Africa â€Å"Africa proper† where there was no form of civilization and where slaves were found, north Africa â€Å"European Africa† that had some form of civilization as a result of the influence that Europe had on it and east Africa that was influenced by Asia, but as Africa was explored even further they found that this ideology became even less credible because they found forms of civilization where there had not been an European influence and this was then that they claimed this influence was not completely without European influence because these black people were the descendants of Canaan (Mamdani, 2002, 80), that were given the curse of ham. The curse of ham was given to Canaan’s children after his father ham had seen Noah who was Canaan’s Grandfather drunk and naked in the stupor. This curse was given to Ham that Canaan’s descendants shall be born ugly and black, they will have their hair twisted into kinks and their eyes will have red eyes and they will go naked and their male members shamefully elongated and they shall form subject to slavery (Mamdani, 2002, 81), this myth fitted in so perfectly with Rwanda people they both illustrated difference that arose from brothers so therefore humans(Mamdani, 2002, 80) paradox is that black people were to be regarded as slaves by this biblical curse â€Å"a servant of servants shall he be†(Mamdani, 2002, 81), by this curse the coloniser felt it highly Christian of them so enslave black people even though they were part of humanity (Mamdani, 2002, 81). But this believe of black having to be subjected to bad and all that is not to be liked does not only exist in Christianity, it is in every human being that the is a distinction from bad and good and it is in most case that black is always seen as the bad side, darkness is to be evil and light to be the good of things it is by this Manichean Allegory that colour can be deemed as a form of identifying what is good and what is bad, this allegory does only compare one from the other but it weighs it against another so there is to be degrees of which one can be deemed to be bad and so to be good, it was by this allegory that complex concepts are just to be put into black and white, bad and good, darkness and light. Because of the skin pigmentation difference that was found within the Hutus and the Tutsis the Manichean allegory was quick to take course and the Hutus being darker were to be deemed as the darkness the bad of things and the Tutsis as the more lighter ones as the light, the o nes to be in power and generally the more superior and to be regarded as foreigners in the Rwandan society and put in position of power and called the Hamitic people and the Hutus to be the Negros that are to be slaves to the Tutsis and therefore fall victim under their regime (Mamdani, 2002;82) All of these factors wouldn’t have caused the genocide to be what it was if only it wasn’t instituted into the Rwandan society and this took place when the Belgians arrived in Rwanda and put a minority power over a majority amount of Hutus. Rwanda was generally place full of magical beauty that was tacked away in the heart of Africa, Rwanda was among others an inspiration for the some writing material regard Gorillas (Meredith,2002; 485) it was a place of tourism attraction and as such its economy was just on the rise, between the 1956 and 1989 inflation rates were low, there was a high number of schoo enrolment and health facility were of good standards, their main export being coffee almost every house hold that was in the rural areas was involved in coffee production (Meredith, 2002;486) even though they were these highly positive aspects to Rwanda the politics of the country were still being ran by the Hamitic hypothesis and for this reason the Tutsis were being recognised as the enemy of the country(Meredith, 2002;486) because they were been said not to originate from but this notion was not the reason why they were killed these was just a long standing ethnic ideology that has long been standing but has commonly b een the scapegoat at the dispose of both the Tutsis and the Hutus whenever there is a crisis at hand, like in 1972 when Captain Michel Micombero a Tutsi, had rounded up all Hutus with any form of education and had them killed as a form of reducing the Hutu uprising (Meredith, 2002; 488). It seems as if though whenever the Rwandans are doing badly in the country they claim that there is up rise of the other ethnic group that wants to have their own power enforced onto others. Even though Rwanda was a place of beauty and all, during the time that President Kayibanda was the leader the government was about to collapse because of the great disagreements that were among the government (Meredith,2002;488). Among the other issues the most highlighted was that President Kayibanda favoured the southern Hutu clan more than he favoured the other Hutu clans of Rwanda because he himself was from the south of Rwanda( Meredith, 2002;489). So when the Tutsis that were exiled into neighbouring countries formed insurgent groups called the inyenzi that had a sole intention of restoring the Tutsi monarchy attacked a military camp and were heading for the country’s capital Kayibanda took this act as his opportunity to crush the Tutsi opposition(opposition (Meredith, 2002; 487) and send out his hate speeches of how the Tutsis wanted to run Rwanda once more (Meredith, 2002; 488) When his claims of terrorism by the Tutsis and his hate campaign did not work he got thrown into jail by his fellow Hutu man from the southern of Rwanda and Kayibanda died allegedly from starving (Meredith, 2002;489), he was succeeded by the very same man that put him into jail (Meredith, 2002; 490) and during most of his years of power which was during the 1970s and 1980s the Tutsi factor was not of importance to him (Meredith,2002;490) up until he himself needed a scapegoat to divert to. The killings that took place and the reasons for these kills On the 6th of April 1994 Habyarimana’s plane was shot down (Meredith, 2002; 507) although not known by which clan, the Hutu extremists and the RDF accused each other. Because of Habyarimana had signed the Arusha Accords making the hut hold on Rwanda week and allowing Tutsi participation (Rosenberg,2014), the Hutu extremists were heavily upset and therefore they took into action the plans that have been put into place for years which was the extermination of the Tutsi (Meredith, 2002;507). The victims that were be killed were not only to be Tutsis but also Hutus that were either willing to help Tutsis or that were standing in the way of the Hutu extremists that were willing to kill the Hutus lists of victims were properly prepared for both the opposition and every Tutsi’s name and addresses and they were tracked down and killed in their homes (Meredith, 2002; 503-507). So because of the Hamitic hypothesis the Tutsis had an element that made them distinct and the oppositions was just a mere minority (Girard, 1986; 17). Certain forms of media was also used as a method of not only identifying the people that were to be killed by radio broadcasts (Meredith, 2002; 507) but it was also used to pass on the propaganda of the whole genocide, it also continued the Hutus of the ways of which they are expected to behave as proper Hutus through the ten commandments that clearly stated that a hutu shall not have any form of mercy for a tutsi or any intermarriage between them(Gisenyi, 1990,4) it is paradoxical that they did not command them not to have sexual intercourses with them and that may be the reason why so many woman like Jane were raped and witnessed other being raped and killed (Nowrojee,1996). Through media the ten hutu commandments gained obedience from even pastors for they ignored the bible’s Ten Commandments and churches because the hotspots for these killings(Rwembeho, 2007) Bibliography Jennifer Rosenberg, 2014, Rwanda Genocide, http://history1900s.about.com/od/rwandangenocide/a/Rwanda-Genocide.htm , Date access: 26 May 2014. United Nations, 2014, Rwanda: A Brief History of the Country, http://www.un.org/en/preventgenocide/rwanda/education/rwandagenocide.shtml, Date access: 26 May 2014. Sugirtharajah, R. (2006) Voices from the Margin: INTERPRETING THE BIBLE IN THE THIRD WORLD, New York: Orbis Books, p25). Mamdani, M. (2002) When victims become killers: colonialism, nativism, and the genocide in Rwanda, Chapter Three, p76-87. Meredith, M., (2006) The Graves are not yet full!† in The State of Africa: A History of Fifty of Independence, London: Free Press. Girard, R., (1986) â€Å"Steriotypes of Persecution† in The Scapegoat. Baltimore: The John Hopkins University press. Gisenyi Information, (1990), Kangura Issue 06. Nowrojee, B., (1996) Shattered Lives: Sexual Violence during the Rwandan Genocide and its Aftermath, United States of America. Rwembeho, S., (2007), Rwanda: When Churches Became Killing Fields, http://allafrica.com/stories/200703260402.html, Date accessed: 28 May 2014. Da Silva, S., (2007), Revisiting the ‘Rwandan Genocide’, http://www.globalresearch.ca/revisiting-the-rwandan-genocide/5848, Date accessed: 28 May 2014. 1 | Page

Simon as Christ in Lord of the Flies Essay -- Lord Flies Essays

Simon as Christ in Lord of the Flies  Ã‚      The role of the prophet changes with the society in which he lives. In modern society, a prophet is a visionary, telling people what they can become; in Biblical times, a prophet was the voice of God, telling his people what they had to become to fulfill their covenant with God.   In William Golding's Lord of the Flies, the prophet is a peaceful lad, Simon.   He alone saw that the jungle, which represented freedom and the lack of civilization, was not to be feared but to be understood; he alone knew that the mythical Beast of the island, feared by all the boys, was, in fact, their own inherent savagery. Through these truths Simon represents a Christ figure paralleling Christ's misunderstood message and Christ's death.    Simon was the observant character, the quiet philosopher. He was often alone, sometimes by his own choice, and he liked to wander into the peaceful jungle. He sincerely cared about the other boys, sometimes helping the young ones to fetch fruit, yet "Simon turned away from them and went where the just perceptible path led him. Soon high jungle closed in" (56). He loved solitude and yet felt loneliness; he was alien to the other boys. The boys did not think anyone would be stupid enough to go into the jungle by night: "The assembly grinned at the thought of going out into the darkness. Then Simon stood up and Ralph looked at him in astonishment" (85). Many of the boys even thought he was "batty" because he left the group to spend time alone.      He did not fear the jungle, and he did not fear the Beast. "Maybe,' he said hesitantly, 'maybe there is a beast . . . maybe it's only us" (89). The Beast takes many forms in the boys' imaginations; once, t... ... The basic premise of Lord of the Flies is that humans naturally live in savagery and ignorance, without any idea of how to live together. The most terrifying death in the novel is that of Simon, who symbolizes the eyes of a blind and stumbling group of children digressing into savagery.   As Christ lived, so lived Simon, as Christ died, so died Simon.   Each died because human nature hates prophets, because humans naturally live in savagery and ignorance. Comments You state that Simon knew the jungle represented freedom and the lack of civilization.   However, in your paper you only prove that the other boys were afraid of the jungle while Simon was not.   You need to tell us how Simon knew what the jungle represented, why he was not afraid.   What makes him seek out the jungle for solitude?   Why does Simon understand when the other boys do not?

Management of Change Essay -- essays research papers

Management of Change Journal Personal/Interpersonal Change Entry 1: On Thursday night February 10th, I left work at 8:30 p.m. Earlier that day my boyfriend asked if I had plans to go out that night. At the time I felt tired and I said no. Once I got home my friends called and asked if I would go to Riley’s with them and of course I did. I am the type of person that doesn’t go out very often, because I stay so busy with school and by the end of the day I’m usually too tired. I was out having a good time with the girls, when he called and asked where I was. I told him I was at Riley’s with some friends; I could tell by the sound of his voice he wasn’t happy with the situation. His behavior became aggressive, and because I had been drinking I became defensive. Some of the friends I went out with that night he seems not to get along with and feels that they have a negative influence on me. The conversation ended with him hanging up on me. We both engaged in aggressive behavior, because we were yelling at each other and said some things that normally would not have been said if we would have dealt with the situation differently. I lost focus of the problem because of anger and neither of us got our point across. I should have called and let him know ahead of time that I was going out with my friends and none of this would have happened. From this situation I have learned to be more considerate towards him with my actions and communicate without saying things out of anger that occur from the situation. The Material we covered in class relating to aggressive behavior is that we both expressed our feelings in a negative inappropriate fashion. We both also lost the message during expression because we both became angry and the point wasn’t conveyed properly. He also wasn’t positively influencing my behavior, because I just became angry and defensive with him. He became aggressive when I told him where I was at, and I didn’t call before I had went out to Riley’s. I became aggressive when he crossed on my side of the invisible net, and said the friends I was with was a negative influence. I learned that I need to be more responsible with my actions, like calling before I decide to go out and make plans ahead of time. Also instead of raising my tone of voice I should speak more calmly and remain more assertive. Entry 2: Friday afternoon February 11th I was t... ...y problems. So once my sister returned I said thanks for the offer for dinner but I’m going to go ahead and leave. I kissed her and the baby and told them I loved them and I left. I feel that I dealt with the situation correctly because he is the type of person that no one can get along with. This engagement relates to material covered in class because aggressive behavior is behavior expressing personal feelings in an inappropriate way where another person feels violated. He did not convey his feelings to me because he did it in a way that I wasn’t willing to listen to him and his opinion didn’t make any sense at all. I became aggressive when he told me how and what I should do to make my situation better when the advice he was telling me didn’t sound very appealing and I didn’t agree with it. He became aggressive when he realized that I wasn’t listening to any of the information he was telling me. From this situation I have learned that everyone has a different opinion and each person has a different way of expressing their opinion. Its how their opinion is interpreted by the receiver. I feel that I might need to be more open but I don’t agree with certain things he had to say. Management of Change Essay -- essays research papers Management of Change Journal Personal/Interpersonal Change Entry 1: On Thursday night February 10th, I left work at 8:30 p.m. Earlier that day my boyfriend asked if I had plans to go out that night. At the time I felt tired and I said no. Once I got home my friends called and asked if I would go to Riley’s with them and of course I did. I am the type of person that doesn’t go out very often, because I stay so busy with school and by the end of the day I’m usually too tired. I was out having a good time with the girls, when he called and asked where I was. I told him I was at Riley’s with some friends; I could tell by the sound of his voice he wasn’t happy with the situation. His behavior became aggressive, and because I had been drinking I became defensive. Some of the friends I went out with that night he seems not to get along with and feels that they have a negative influence on me. The conversation ended with him hanging up on me. We both engaged in aggressive behavior, because we were yelling at each other and said some things that normally would not have been said if we would have dealt with the situation differently. I lost focus of the problem because of anger and neither of us got our point across. I should have called and let him know ahead of time that I was going out with my friends and none of this would have happened. From this situation I have learned to be more considerate towards him with my actions and communicate without saying things out of anger that occur from the situation. The Material we covered in class relating to aggressive behavior is that we both expressed our feelings in a negative inappropriate fashion. We both also lost the message during expression because we both became angry and the point wasn’t conveyed properly. He also wasn’t positively influencing my behavior, because I just became angry and defensive with him. He became aggressive when I told him where I was at, and I didn’t call before I had went out to Riley’s. I became aggressive when he crossed on my side of the invisible net, and said the friends I was with was a negative influence. I learned that I need to be more responsible with my actions, like calling before I decide to go out and make plans ahead of time. Also instead of raising my tone of voice I should speak more calmly and remain more assertive. Entry 2: Friday afternoon February 11th I was t... ...y problems. So once my sister returned I said thanks for the offer for dinner but I’m going to go ahead and leave. I kissed her and the baby and told them I loved them and I left. I feel that I dealt with the situation correctly because he is the type of person that no one can get along with. This engagement relates to material covered in class because aggressive behavior is behavior expressing personal feelings in an inappropriate way where another person feels violated. He did not convey his feelings to me because he did it in a way that I wasn’t willing to listen to him and his opinion didn’t make any sense at all. I became aggressive when he told me how and what I should do to make my situation better when the advice he was telling me didn’t sound very appealing and I didn’t agree with it. He became aggressive when he realized that I wasn’t listening to any of the information he was telling me. From this situation I have learned that everyone has a different opinion and each person has a different way of expressing their opinion. Its how their opinion is interpreted by the receiver. I feel that I might need to be more open but I don’t agree with certain things he had to say.

Hundreds Years War Essay -- essays research papers fc

Hundred Years War The definition of the Golden Rule is that those with the gold make the rules. In other words, those with the gold have the power as well as those with the power have the gold. History books will discuss the general reasons for war such as freedom from adversity or freedom from religion. But the real issue for any war is the thirst for power and control; and the means to finance them are the economic issues. Nations will endure years of fighting for power and control. France and England fought each other for more than a hundred years to have control of the Channel trade routes. 1 This century of warring was known as The Hundred Years' War and is the longest war in record history. It began in 1337 when King Edward III invaded Normandy and ended in 1453 when France won the Battle of Bordeaux. However, it was not a hundred years of constant battle; there were periods of truces in between. 2 One cause for the Hundred Years' War was the claim to the French throne. The conflict began when t he direct line of succession died without a male heir and the nobles decided to pass the crown to a cousin, Philip of Valois. But this left two other male cousins equally deserving of the crown; Charles, King of Navarre and Edward III, King of England. 3 Edward III claimed that he himself was deserving of the throne because his mother was the sister of the late French king, while Philip VI was only a cousin. But according to French law, no women could inherit the throne, nor could the crown be inherited through a woman. 4 "Philip of Valois chances of becoming King of France had been remote and he had not been brought up as the future lieutenant of God on Earth. Philip VI spent much of his resources on entertainment and finery with gay abandon." 5 This caused conflict with the king's subjects. Since the king was considered to be sacred and inviolable, neither cousin would challenge Philip VI. However, they would exploit the situation and King Edward III lost no time and inv aded Normandy with an army of 10,000 men. 6 This leads to another cause for The Hundred Years' War. The land along the Channel and Atlantic coasts was England's first line of defense against an invasion. England held claim to this territory from the twelth century through the marriage of King Henry II and Eleanor of Aquitaine. King Edward III was determined to gain control of the Fr... ...ot;Hundred Years' War." Compton's Online Encyclopedia. 1995. Hutchinson, Harold F. King Henry V. New York: John Day Company, 1967. Palmer, J.J.N. England, France and Christendom. London: University of North Carolina Press, 1972. Vale, M.G.A. English Gascony 1399-1453. London: Oxford University Press, 1970. --- Notes 1. Palmer, J.J.N., England, France and Christendom. London: University of North Carolina Press, 23. 2. "Hundred Years' War." Compton's Online Encyclopedia. 1995. 3. Palmer, 47. 4. "Hundred Years' War" 5. Duby, Georges. France in the Middle Ages 987-1460. Paris: Blackwell, 1987, 274. 6. "Hundred Years' War" 7. Barnie, John. War in Medieval English Society. Ithaca: Cornell University Press, 1974, 181. 8. Palmer, 120. 9. "Hundred Years' War" 10. Barnie, 219. 11. Duby, 233. 12. "Hundred Years' War" 13. Palmer, 161. 14. "Hundred Years' War" 15. Barnie, 25. 16. Hutchinson, Harold F. King Henry V. New York: John Day Company, 1967, 214. 17. Hutchinson, 214. 18. Barnie, 245. 19. "Hundred Years' War" 20. Vale, M.G.A. English Gascony 1399-1453. London: Oxford University Press, 1970, 165. 21. Vale, 215.

The Vicks business in India

1. 0 Name and description of company for which marketing plan is being developed. A brand of Proctor & Gamble (P&G), Vicks is India’s No. 1 Cough & Cold Brand. It created the cough & cold Over-the-Counter (OTC) category in India way back in 1952 and has led the category till date. Today it has completed almost 60 years in India. Its current portfolio in India comprises Vicks Vapor, Vicks Cough Drops, Vicks Action 500 Extra, Vicks Inhaler and Vicks VapoCool. Vicks has been rated as the #1 cough & cold brand trusted by doctors. The Vicks business in India is the biggest in the ASEAN-Australasia-India (AAI) region and the second biggest in the world after USA. Over the years, Vicks has launched several heart-tugging advertising campaigns, some of which were – the ‘Happy Birthday Mummy’, ‘Touch Therapy’, ‘6 symptom’ campaigns for Vicks VapoRub, the ‘Khich Khich Dooor Karo’ ad for Vicks Cough Drops and the ‘Haan Bhai Haan’ ad for Vicks Action 500. All variants of Vicks have continued to be consumer favourites over the years 1. 1 HISTORY. In 1890, pharmacist Lunsford Richardson took over the retail drug business of his brother-in-law Dr. Joshua Vick, of Greensboro, North Carolina. [1] After Dr. Joshua Vick saw an ad for Vick's Seeds, Lunsford Richardson began marketing Vick’s Family Remedies. [1] The basic ingredients of the range included castor oil, liniment, ‘dead shot' vermifuge. [1] The most popular remedy was Croup and Pneumonia Salve, which was first compounded in 1891, in Greensboro. It was introduced in 1905 with the name Vick's Magic Croup Salve and rebranded as VapoRub in 1912 at the instigation of Smith Richardson, Lunsford's oldest son[1]  ; Smith had gained valuable sales and marketing experience while working for a period in New York and Massachusetts after attending college. Smith Richardson assumed the presidency of the company in 1919 upon his father's death. The flu epidemic of 1918 increased sales of VapoRub from $900,000 to $2. 9 million in just one year. In 1948, Edward Mabry became president of Vicks (the first outside the Richardson family), then known as the Vicks Chemical Company. In 1985, it was sold to Procter & Gamble and Procter & Gamble has since marketed the product as â€Å"The only thing more powerful than a mother's touch. † The company archives (including related personal records of the Richardson family) from at least about 1920 or so, up to the 1985 sale to Procter & Gamble, are housed at the University of North Carolina at Chapel Hill. 1. 2 Products offered by the company: VicksVapoRub-Is a Decongestant Vaporizing Ointment for topical use. – Ayurvedic medicine. Vicks CoughDrops-Is a Cough Drop that provides relief from throat irritation. Ayurvedic medicine. VicksAction500Extra-Is a Colds Medicine for relief of multiple cold symptoms such as blocked nose (nasal congestion), headache, bodyache, sore throat pain and associated lethargy. Vicks Inhaler- Inhaler for a feeling of relief from stuffy nose. Ayurvedic medicine. It is easy to carry in a pocket or purse. Provides fast and temporary feeling of relief from stuffy nose. Inhale deeply to make breathing feel clear and cool. Vicks VapoCool-This is the latest offering from Vicks in India. Launched in Oct 2011, it is a new premium throat drop specially formulated to provide 2 way relief which soothes the throat and relieves blocked nose at the same time. It is currently available in two flavours viz. Menthol & Peppermint. 2. 0 Description of product for which we will develop marketing Plan Vicks VapoRub vicks vaporub ointment is a mentholated topical cream manufactured by Vicks, intended to assist with minor medical conditions that temporarily impair breathing, including the common cold. It is applied to the chest, often immediately before sleeping. VapoRub is currently manufactured and packaged in India and Mexico. In Germany it is sold under the name WICK VapoRub. Vicks VapoRub has endeared itself to the Indian consumer and finds its place in every Indian home, due to its proven performance over the years against cold. Vicks VapoRub provides safe and effective multi-symptom relief from the six symptoms of cold, namely – blocked nose, cough, body ache, headache, muscle-stiffness and breathing difficulty due to cold. The medicinal properties of Vicks VapoRub’s natural ingredients – Nilgiri (Eucalyptus Oil), Pudina (Menthol) and Kapoor (Camphor) provide effective relief from these six symptoms of cold. Vicks VapoRub is available in four pack sizes of 50gm jar, 25gm jar, 10 gm dibbi and a 5 gm dibbi. 3. 0 Objectives of the marketing plan for which you will develop a marketing plan. Our objective is to set an alternate strategy to * Provide reinforcement of the product as it has already at maturity stage of PLC. * Increase the market penetration of vicks vaporub . The total business of Vicks Vaporub depends upon the winter season. If there is no winter, there is no requirement of any product of Vicks, therefore another objective of the marketing plan would be to increase market share by the winter of 2012 from the existing market share. 4. 0 List of specific background information needed to complete the plan * We have to determine current market share of vicks vaporub through secondary data analysis. * We have to determine the current strategy followed by vicks vaporub in India? We will try to find out Potential demand for vicks vaporub in the market * Core competencies of vicks vaporub * We will try to identify who are the direct and the indirect competitors for our product. * What are side effects by vicks vaporub and the methods to tackle it? * How the communication strategy vicks vaporub is has in India? * How is the current distribution channel vicks vaporub has in India? * Identify if a change is required in current pricing strategy? * SWOT analysis of vicks vaporub ? 5. 0. List of possible information sources to answer each questions listed in 4. 1. www. vicks. co. in 2. www. ijrcm. org. in International Journal of Research in commerce, IT and Management.VICKS VAPORUB – MOTHER’S TOUCH THERAPY: A CASE STUDY-by RAJNI KAMBOJ 3. http://books. google. co. in/books Brand Positioning: Strategies for Competitive Advantage -by Subroto Sengupta 4. We w ill try get more information by data collection and analysis through personal Interview as well as survey. 6. 0 List of activities/tasks necessary to complete the marketing plan. secondary data analysis * questionnaire preparation * data collection * Use of various statistical tools for the data analysis * Finally we will formulate a Strategy based on the analysis and interpretation of the results of the above activities. Sr No. | Topic | Page No. | 1. 0| Name and description of company for which marketing plan is being developed| 1| 1. 1| History| 1| 1. 2| Products offered by the company| 2| 2. 0| Description of product for which we will develop marketing Plan| 3| 3. 0| Objectives of the marketing plan for which you will develop a marketing plan. 4| 4. 0| List of specific background information needed to complete the plan| 4| 5. 0| List of possible information sources to answer each questions listed in 4. 0| 5| 6. 0| List of activities/tasks necessary to complete the marketing Plan | 6| 7. 0| Estimated time table for completion of all activities| 7| | | | 8. 0| Mission| 8| 9. 0| Macro Environment| 8| 10. 0| Industry Analysis| 11| 11. 0| Competition| 14| | | | 12. 0| Market Segment| 22| 13. 0| Target Segment| 23| 14. 0| Positioning| 23| 8. 0 Mission 8. 1 Mission Statement We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper. 8. 2 Principal objectives for starting the business. Vicks cares about people, whether they are ill and trying to get better,  or well and trying to stay that way. So we create respiratory products and services that treat the symptoms and nurture the body. . 0 Macro Environment: 9. 1 In what ways will changes in the general levels of national economic activities affect your business over the next three to five years? * The Indian economy is emerging with remarkable rapidity from the Slowdown caused by the global financial crisis of 2007-09. * Backed by a rise in the domestic savings and investment rates, a revival of growth in agriculture and resilience in the manufacturing an d services sector, India has displayed a great recovery post the global slowdown. * However, persistent inflationary environment remains a Big challenge. The rise in demand coupled with strong supply bottlenecks is a catalyst for inflation * If the GDP goes higher and the purchasing power of the lower and middle class increases, there might not be a shift of preference of Vicks product because most of Vicks products have low prices. Our Product is usually basic need; it does not give you the sense of pride or usage glamour. So there might be one bottle in every house hold but the sales of Vicks will not increase much, unless they take up serious rejuvenating action on the brand and its 4 p aspects. Since Vicks is not a costly product the general level of economic activities will not have a very big impact on the sales of the product. 9. 1 Will changes in your local economy affect our business? Factors such as tax increase or fuel price fluctuation will affect the business or allow competition to creep in ,However Vicks has tackled such problems in the past by considerably reducing its cost of marketing and distribution. Moreover the loyal customers will still buy it not only because it is comparatively lesser priced but because they know it is quality, best value for price the pay to buy it. . 2 Do you foresee any competitors from overseas? The threat of competitors from overseas is very low because there are already many products in this sector by the same company and it is not easy for the outside competitors to come and take the market share because the maximum market is taken by products from Vicks like Vicks vaporub, Vicks action 500 etc. and the trust that is already built by these products is not easy to be break. We don’t see any competitors from outside into this industry. 9. 3 The legislations that will affect your business. OTC Drugs' in common jargon means drugs which are legally allowed to be sold Over the Counter without the prescription of a Registered Medical Practitioner. The term is clumsy and creates a wrong impression about the official status of the drugs. In India, import, manufacture for sale and the sale and distribution of drugs and cosmetics is regulated by the Drugs and Cosmetics Act, 1940 and its subordinate legislation Drugs and Cosmetics Rules, 1945. The phrase ‘Over the Counter' and its abbreviation ‘OTC' preparations have no legal recognition and are better referred to as ‘non-prescription drugs' and/or as ‘household remedies'. . 4 Will demographic changes affect your business? Age: Initially Vicks was targeted on children’s but later on company found it used by adults as well. Sinus patients also are targeted customer. Income: Since the product is not so costly so income doesn’t play major role in the purchasing the product. Vicks Vaporub is of fered in 5gm -50gm dibbi to cater to the needs across all segments of the society. Gender: Both Male and females can use the product Location: Certain geographic locations such as Colder regions, high altitude or hill stations will also have more have an effect on sales of Vicks Vaporub. 0. 0 Industry Analysis: 10. 1 Potential rate of growth of national industry. According to a survey done by ORG IMS estimate the OTC market in India would show rates of about 10-12%, of the entire OTC market the segment for cough, cold and fever show the least of about 1%. 10. 2 Ease of entry of new firms into industry. Industries vary with respect to the ease with which new sellers can enter them. The barriers to entry is one of the advantage Vicks Vaporub has already established in an industry that has a potential entrant. Such a barrier is generally measurable by the extent to which established sellers can persistently elevate their selling prices above minimal average costs without attracting new sellers. The economics of this industry is in such a way that new entrants would have to be able to command a substantial share of the market before they could operate profitably. 10. 3 Intensity of Competition among firms Vicks Vaporub already commanding a superior share of market, intensity of competition is considerably low. Moreover the constituents and benefits of the competitor products being almost the same. 10. Degree of product substitutability. It can be easily substituted since even the competitors products constitutes almost similar formula and act on similar symptoms ,Moreover it could also be substituted by Ayurvedha or allopathic remedies or homemade remedies. 10. 5 Degree of dependency of complementary or supporting products. Increased demand from pharma and other consuming industries mainly have been the cause for the recent increase the prices of menthol which is a major ingredient of Vicks Vaporub . The increased prices of Menthol will surely have affect on the cost of production of Vicks Vaporub. 0. 6 Degree of bargaining power This ‘over the counter’ medication is always a seller market as the customers won’t go for any bargaining for over the counter products. And the vicks loyalists don’t have any complaints about the accessibility or affordability of their favorable brand – a boon in the extremely price sensitivity Indian market. The product vicks has a very good bargaining power as it is doing good in the market by satisfying the consumer expectation. 10. 7 Technological sophistication in industry. * Vicks is coming up with various technologies in packaging. Today people look for one product with various benefits other than individual products for different problems and their lies the success of medicated treatments. * These products are used for the cough, headache and throat pain and so the products should be designed very carefully with improved technology. * There are various products coming in the market and there are various biotechnologies coming up which is still a nourishing the industry. 10. 8 Rate of innovation in the industry. Rate of innovation is very low since the constituents of the products are more or less similar from the time it had been launched. Sales of Vicks Vaporub mainly depend on advertisements and promotions. 10. 9 General level of Management capability? * Mr. S. Khosla has been Managing Director of Procter & Gamble Hygiene & Health Care Limited since June 1, 2007 and also serves as its CEO. * He is a B. Tech (Mechanical Engg. ) with a post graduation in Business Management. * He has been with P&G since 1983 and was leading the AAI Health Care Global Business Unit and Special Global Projects. He has over the period gained valuable †¦ experience of overseeing P&G's international business in UK, Malaysia and Japan. Mr. Khosla serves as a Member of Advisory Board for India at Catalyst Inc. * He has been Additional director of Gillette India Limited since December 31, 2005. * He serves as Member of the Board of Governors at Advertising Standards Council of India. Mr. S. Khosla is very valuable to P&G ,he is been with P&G for the past 29 years and is the right person to lead both as a CEO of the company as well as Mana ging Director. He been rated among top CEO’s of our country in survey by The Economic Times. 11. 0 Competition 11. 1 Structure of our market. The Vaporub segment in the market is dominated by Vicks Vaporub in India. Vicks commands a market share of over 60% in the cold balm/rub category. This industry is already saturated and vicks already being a dominant it has few competitors on cold/rub market, mainly zandu balm and Amrutajan. however it has also lost a small amount of share to some of the unbranded products aswell. 11. 2 Comparing our product with that of the competitor based on the following parameters such as: A) Quality: Ratings with respect to competitor: -3-2-10+1 +23 Vicks Vaporub has endeared itself to the Indian consumer and finds its place in every Indian home due to its proven performance over the years against cold. The constituents of Vicks vaporub are natural ingredients such as eucalyptus Oil, Menthol and camphor which are safe for external application as a regular basis and provides relief from the symptoms of cold. B) Reputation in eyes of the customers: Ratings with respect to competitor: -3-2-10+1+2+3 Being product from a reputed company such as P & G, Vicks has gained its share of reputation in the eyes of the customers. In a consumer research conducted by P & G and market research firm NFO-MBL(National Family Opinion-Market Bureau Ltd. )consumers rated Vicks Vaporub comparatively higher on parameters such as ‘Fast Relief’ and ‘Long Lasting Relief’. In addition ,they also rated Vicks Vaporub significantly better on key product attributes stating that it is ‘less Greasy’ and ‘Smells Beter’ and almost 89% of the respondents rated Vicks Vaporub as ‘Better than any cold rub ever used C. Prices: Ratings with respect to competitor: -3-2-10+1+2+3 25ml Box of Zandu Balm costs Rs. 0. 00, However 25 ml box of Vicks cost just Rs38. 00, It’s is very evident that Vicks is priced comparatively very lower to its nearest competitor. D) New products launch/development: Ratings with respect to competitor: -3-2-10+1+2+3 There is no plans of launching new product from Vicks as of now and also Zandu has no plans of releasing any new product in the pain reli ef segment ,however they have launched a wide variety of products in category of general health either in the form of tablets or Syrup,which posses no threat to our product. 1. 3 What exactly do you think makes your succesful competitor successful? This question does not apply since we dominate the market by 60%. 11. 4 Identification of the main competitors. Its main competitors are Emami’s Zandu balm having a market share of 27% and amrutanjan with 10% share; however the rest of the share is occupied by other branded and unbranded competitors. Therefore Zandu balm is our major competitor although Zandu Balm is not meant technically understood as a part f the Vaporub Segment yet because of similar characteristics it does compete with Vaporub products in areas and thus it has to be provided for as a competitor in the Vaporub segment. 11. 5 Main competitor’s principal weakness. Principle weakness of Zandu balm is the high price and also a Balm is being positioned in consumers mind has stronger and therefore preferable only for adults. Whereas Vicks Vaporub which was positioned as rub for the child’s cold from the beginning has crept into evry household and is also being used by adults since then. 11. Do you anticipate any new competitors coming into your market in the near future? As it this Cold/rub segment of the market has already reached the maturity and more over Vicks Vaporub is dominant in this market with few competitors,its is very difficult for new entrants, As of now there is no anticipation for new c ompetitors. 11. 7 Changes in the competitive approaches our has major competitor made in the last 12 months. There is no such changes in the competitive approaches of Zandu balm, more over this product can be used promoted anytime in the year unlike Vicks Vaporub 11. How do you regularly track major competitors’ activities? The competitors activities can tracked through: * Websites-look at its home page to see if they have made changes to the way they describe their products and services. * News Columns * Trade Shows/Event Sponsorship 11. 9 The reasons customers buy from us:- 1. They want to feel better: * Alleviate symptoms from 4 primary conditions * Cure to cause 2. Low price sensitivity: * Generics are 30%-50% cheaper and have less than 10% share * There is perceived differentiation: this reduces customers’ price sensitivity 3. Convenience * Purchase from nearest store. 1. 10 The Buying process adopted by different customers you cater to? Its can purchased from nearest retail or medical store. 11. 11 Is there seasonality of buying your product(s). Yes our product thrives on seasonality. At the time of its launch vicks Vaporub had been promoted mainly as a winter remedy and had been pushed mostly in winter, simply because the incidence of cold was greatest in that season However later on research showed the people were equally susceptible to colds in the monsoon, Therefore to tap this opportunity, Vicks vapoub was also recommended as remedy for â€Å"monsoon cold†. 1. 12 How customers use the product? VapoRub can be applied to the chest or throat (for congestion relief)or back or to sore muscles (to increase circulation). (For external use only) Market Segmentation: Dividing a market into smaller groups with distinct needs, characteristics, or behaviors who might require separate products of marketing mixes. Variables that might be used in segmenting consumer markets are geographic, demographic, psychographic and behavioral. What basis of Segmentation does P&G use to differentiate the Vicks? Geographic segmentation: Proctor and Gamble have existence in 80 countries worldwide where Vicks have its market and these includes countries from North and South America, Europe, Middle East, Asia and some countries of equatorial region. Pakistan, China, India and Russia are the major countries of Asia where proctor and gamble sold Vicks. Demographic Segmentation: Age: Vicks is used by almost all ages of people. Gender: Vicks is used by both males and females. Income: People of low income to people of high income can all afford Vicks. Psychographic Segmentation: Person belonging to any social class either he/she is from lower or even he/she is from higher and person of any life style and personality can use Vicks for cough, cold, flu, chest cold, chest congestion and sinus symptoms. Behavioral Segmentation: Vicks are often used by the people on special occasions when they are suffering from cough, cold, flu, chest cold, chest conjestion and sinus symptoms. Target segment: The target market for Vicks Vaporub is children. Knowing that the typical Indian family centered around the child and also realizing that the health of the child was the prime concern of the parent, Vicks Vaporubwas positioned as a rub for the Childs cold. This was felt to be the best way of getting it into the homes. Besides, this meant further distinguishes it from a balm, because a balm was much stronger and therefore preferred for adults, Vicks Vaporub’s Milder Formulation was suited for children. Positioning Vicks of Vaporub: In the early 1950’s when Richhardson Merrel first looked at it ,the balm market in india seemed promising for Vicks Vaporub. Since the†Balm Market† was fairly extensive in India, specially in south india ,the company expected little resistance to the introduction of the product. All that needed was to sell Vicks Vaporub as a balm. At that time balm market consisted of mainly four or five brands with amrutanjan as the accepted leader. The question was whether it should take a plunge against leader? or should it carve out itself a different niche? Whereas in rest of the parts of the world Vicks was positioned has a distinct position in other markets all over the world as â€Å"a rub for cold†. However technically the formula of Vicks Vaporub did not prevent its use as a multi-purpose ointment. The final decision was however to position it as a rub for cold. Though the company realized this definition would limit its use; nevertheless, it decided to go ahead as it would bring the product into sharper focus. Knowing that the typical Indian family centered around the child and also realizing that the health of the child was the prime concern of the parent, Vicks Vaporub was positioned as a rub for the Childs cold. This was felt to be the best way of getting it into the homes. Besides,this meant further distinguishes it from a balm, because a balm was much stronger and therefore preferred for adults,Vicks Vaporub’s Milder Formulation was suited for children. The company also knew that it would be very frustrating for parents when the child could not sleep and lay awake throughout the night . Therefore,while other Balms were used at all the times of the day, Vicks Vaporub was specifically positioned as a rub for a child’s cold to be used in night. Finally Vicks Vaporubwas positioned for use on the â€Å"nose, throat, chest, all over the back, â€Å"and this became the integral part of the Vaporub message. Though the positioning of Vicks Vapourb in india was very similar to whet was being done in other countries,a proper understanding of the Indian environment contributed substantially to the success of Vicks Vaporub. All over the world Vicks Vaporub had been promoted mainly as a winter remedy and had been pushed mostly in winter, simply because the incidence of cold was greatest in that season. This pattern was fallowed in india in the early stages. Later,research showed that people were equally susceptible to colds in monsoon. therefore, to tap this opportunity,Vicks Vaporub was recommended as a remedy for† monsoon cold† a special set of advertisement was built around this â€Å"monsoon cold†(getting wet in the rain,sneezing,cold, etc) RHL attributed the success of Vicks Vaporub in India to proper initial positioning having once introduced Vicks Vaporub into homes by appealing to the parents ‘concerns for the health of their child,its was later recommended for use by adults too. Years later after the product had already established in the Indian household, Brand managers made some modification in the original definition of Vicks Vaporub positioning has a multi-purpose ointment, for obvious reason of broadening the target group, besides research showed that adults were also using Vicks Vaporub,Futher,lay time use was also recommended. Even though some ingredients and attributes of Vicks Vaporub were similar to those of its competitors such as Zandu Balm and amrutanjan, differential advantages was secured through positioning strategy. It was differentiated by: (a) Target user:Child (b) Usage occasion: Colds (c) Manner and time of application: at night, on the nose, throat, chest and back. 15. 0 Product Mix of Vicks: VicksVapoRub-Is a Decongestant Vaporizing Ointment for topical use. – Ayurvedic medicine. Vicks CoughDrops-Is a Cough Drop that provides relief from throat irritation. Ayurvedic medicine. VicksAction500Extra-Is a Colds Medicine for relief of multiple cold symptoms such as blocked nose (nasal congestion), headache, bodyache, sore throat pain and associated lethargy. Vicks Inhaler- Inhaler for a feeling of relief from stuffy nose. Ayurvedic medicine. It is easy to carry in a pocket or purse. Provides fast and temporary feeling of relief from stuffy nose. Inhale deeply to make breathing feel clear and cool. Vicks VapoCool-This is the latest offering from Vicks in India. Launched in Oct 2011, it is a new premium throat drop specially formulated to provide 2 way relief which soothes the throat and relieves blocked nose at the same time. It is currently available in two flavours viz. Menthol & Peppermint. 5. 1 Is your business is dependent on one product or service for over 80 percent of profit. No, our business is not on one product; however our business mainly depends on Vicks Vaporub, Vicks Cough drops and followed by Vicks inhaler. 15. 2 How easy are your products or services to copy? Its is very easy to copy most of products of business, Moreover the product ingredients are well know ayurvedhic constituents. A research study by A. C. Nielsen int roduced that sales of Vicks look-alike products equaled the sales of the genuine brands. P & G initiated action against the manufacturers of look-alike Vicks Vaporub & Lozenges. Thecompany obtained an injunction from the court & with the assistance of court representatives & advocates. It conducted raids on the premise of the fake manufacturer  & sized products valued at Rs. 3. 5 million. These included look-alikes vaporising rubbing marketed under the brand name Vikas cough drops under the name Venus & aMenthol drop under the name Super plus 5 15. What is the extent of product differentiation you have achieved for your range of product/services? Over the years there has been a very minimal product differentiation in it products however Vicks caters mainly to cold and symptoms of it through most of its own products in different forms such as: Vaporub, Inhaler, cough drops, Capsules (Vicks Action 500) 15. 4 What proportion of your product/service range is in each phase of life cycle? The stage through which individual products develop over time is commonly known as â₠¬Å"product life cycle†. All of the products of Vicks has reached the maturity stage and also the industry has reached the maturity phase (i. e. ) most profit is earned by the market as a whole. At this stage Research and Development is likely to be restricted to product modification and improvement and perh aps to improve production efficiency and quality. Product(Industry) Life cycle: All the products and the industry has achieved Maturity. 15. 5 Do your product / services benefits match customer’s needs or are there gaps? List your products features and benefits and compare them to customer needs. First of all our product is not a feature based product, however some of the noteworthy features based on convenience sampling on sample size of 20 here are the results we obtained: Features: Quick Relief Benefits: Helps consumer get rid of cold symptoms very soon. Customer Needs: At time it is very frustrating for a person suffering from cold symptoms such as blocked nose or congested chest,and will be in need for product that reliefs such problems as soon as possible, consumers belive that Vicks helps them in such cases. Features :Quality Benefits: Trust on the product and its benefits Customer Needs: Consumers’ trust on the brand for their value for money and also free of any side affect. Features: Availability (Ease of purchase) Benefits: available at convenience of the customer. Customer Needs: Incase the customer is in urgent need of the product it can be available at the nearest retail or medical store. Such is the distribution channel of Vicks. 15. 6 How important is service, warranty and so on? No question about service or warranty 5. 7 How important is packaging? Packaging is important; however it has remained the same for many years with predominantly blue colour. 15. 8 How is your product perceived in relation to competitive offerings? Yourself(5) Major competitors(5) Price 4 2 Our product is very cheap compared to our major competitor. Eg: 25ml Box of Vicks Vaporub-Rs 38. 00, whereas 25ml box of zandu Balm Rs 70. 00 Performance 4 3 Packaging : 4 ( Attractive) 2 Reliability : 4 (especially for Children) 3 Durability : 4 (Best before 2 years) 3(Best before 18 months) Quality : 4 3 After sales service/ N/A N/A Maintenance N/A N/A Guarantees : N/A N/A Promotion/Advertising: During monsoon and winter Anytime of the year Image : 4 3 15. 9 What product modification and change have your competitors introduced in last one year. Recently Emami ltd. tarted reviving its over-the-counter (OTC) healthcare business under the Zandu brand through brand re-launches and investing in its distribution system, packaging and marketing campaign. Products like popular pain reliever Zandu Balm are being re-launched and price being increased. Pricing: * MRP of vicks vaporub is as fallows * 10 ml: Rs22 * 25 ml: Rs45 * 50ml:Rs 79 A profitable venture of Proctor & Gamble, Vicks Vaporub has established itself as a market leader in Vaporub segment and gives tough competition to certain products in other segments also. The distinct niche it has created in the market is because of the fact that the company realizes its position as a market leader and thus the formulation of policies accordingly. To speak of them, it is important to appreciate its inherent advantage as a Proctor & Gamble product. The fact is that P & G believes in exploiting its resources and putting them to their maximum usage. Their entire marketing strategy is based upon its principle (to speak exclusively in the Indian context) and thus they have only one marketing channel for all its products. This is to say that the same set of dealers for its products who market them all and thus the cost of marketing each product is saved in terms of distribution cost. The distribution channel follows five levels, give in detail below: * Manufacturer (P & G health and hygiene) * Super Distributer * Distributer * Dealer/Retailer * Customer Vicks Vaporub or for that matter no product of Vicks does not have a separate market channel for itself. All products are marketed by one single marketing channel, organized and regulated by one company namely, Proctor and Gamble Hygiene Products Ltd. The commission for each intermediatory is as follows. (i) Dealer – 16% (ii) Distributor – 4% (iii) Super Distributor – 1 – 1. 5% What is here important to note that the person who actually sells the product to the consumer gets the maximum i. e. 16% on the sale of the product The distributor, who makes the goods available to the dealer gets 4% i. e. one-forth of the share of the dealer Also this fact has to be understood in the light of the peculiar fact of the existence of a Super Distributor. In our context, this implies the actual link between the company and the distributors. Generally there are only One or two of super distributors in each state, depending upon the size and demand in the state. These super distributors are bulk distributors and actually account for the market building of Vicks or P & G products as any increase in market share of Vicks or and increase in demand in The market earns them handsome incentives for Vicks. Thus without actually getting into the hassles of dealing with local dealers and distributors, Vicks actually gets a higher share in market by using the area specific knowledge of these super distributors. (3. Another factor in this distribution channel is the presence of hoarders. Now these hoarders are none else but what we call as black marketers they are not specific to Vicks but in general hoard all products in the commodity segment especially the FMCGs. These cause great problems in the assessment of real demand of the consumers and the real consumption of the products. They store the goods in great bulks and lead to art ificial scarcity of products, thus raising the prices. P & G has found an effective reply to this situation by the Designing of their super distributor system. They being aware of the local peculiarities Effectively deal with the hoarding effect and do not allow the company to suffer on these counts. (4. ) The collection of order from the local dealers is a task left upon the MRs (Medical Representatives) who collect orders and report to the distributors, who also employ them for this purpose. The advantage of being an non prescribed drug, the cost of giving samples to the doctors is saved considerably. (5. ) Then again, the segregation of the orders received through MRs and direct orders is considerable. It is estimated that about 50 to 60 percent of the entire supply of Vicks Vaporub is through this MR route. The rest is in the form of direct purchase of the dealers (which comprises a significant portion of the sales volume) from the super distributor. In this manner, they not only gain on the count of the commission of the distributor but also get two fold advantage. First they can negotiate on whole sale prices on account of bulk purchase and secondly they can also negotiate upon the transport and delivery upon their own terms to them by the super distributor. 6. ) That Vicks does not count solely upon its share as a market leader. It is aware of the presence of other competitors and thus it has not remained static in terms of its promotional strategy and has also simultaneously been incumbent upon increasing its market share by indulging into intensive promotions strategies such as free Vicks Inhaler along with Vicks Vaporub, discounts, 20% extra on each pack of 50g. Each and oth er offers. Thus it has constantly tried to lure the consumers to stay with it while penetrating the market in to deeper. (7. Vicks has been posed as the Health Care Brand of P & G India. Through this, P & G has sought to present both its market leaders and having a distinct aim and objective and thus sought to gain recognition of the product in the eyes of the consumer. The effect, accordingly, has been that the consumers have sought to rely on Vicks as a part and parcel of their daily lives as such. In almost each and every household, a pack of Vicks Vaporub can be located. Customer Price sensitivity Vicks Vaporub comes in three types of packs * 10 ml: Rs22 * 25 ml: Rs45 * 50ml:Rs 79 As per our interview with retailer the most preferred of these is the 25ml pack, An average of 10 packs will gets sold every week in a particular store. Vicks vaporub is the market leader in this segment; however the nearest competitor is Zandu balm which is very expensive comapared to Vicks Vaporub. 25ml pack of Zandu Balm is priced at Rs70. Vicks Vaporub has very hardcore loyalty among customers, It is in very rare situation that incase Vicks Vaporub is not available the customers go Zandu Balm or Amrutanjan Customer price sensitivity plays a very minimal role in this case. For example: If the price of 25 ml pack Vick Vaporub is increased by 10%, the resulting price of Rs49. 5 is still very low compared to its nearest competitor Zandu Balm which is priced at Rs70. The price of Vicks Vaporub will still remain lesser that of Zandu Balm even if the prices of Vicks Vaporub is increased by 50% at the present situation. Promotional mix of Vicks Vaporub: Advertisement through radio, television and other kinds of media such as facebook and twitter along with, promotions are primary promotional mix for Vicks Vaporub. Media Plan & message: Vicks Vaporub: â€Å"We don’t sell Vicks Vaporub, we sell mother’s love. Over the years, Vicks has launched various heart-tugging ad campaigns that have struck an emotional chord and left an impact of love and care for which the brand stands. According to a P;G spokesperson, â€Å"Ever since its launch in India in 1952, Vicks Vaporub was strategically positioned as a child cold rub, and all communication to consumers, employees, trade etc. has always centered round the mother child loving relationship. † The brand surely reigns supreme on the trust parameter, which no competitor can take away from Vicks. The effect, accordingly, has been that the consumers have sought to rely on Vicks as a part and parcel of their daily lives as such. In almost each and every household, a pack of Vicks Vaporub can be located. And what is important to note is that where it is not present, consumers still refer the other ointments (which they use) as Vicks only. By this it can be understood as to how dominating the effect of Vicks has been. Vicks VapoRub has endeared itself to the Indian consumer and finds its place in every Indian home, due to its proven performance over the years against cold. According to the company P;G, â€Å"We don’t sell Vicks VapoRub, we sell mother’s love. The Vicks portfolio caters to different consumer needs and Vicks has become an integral part of every home and family in India. The consumer-brand relationship has been built over many years of trust and care and Vicks has lived up to its promise of a superior quality cough and cold relief product that consumers can enjoy for another fifty years and many more, to come. Vicks will last as long as Mother’s love lasts. † Present media plan for vicks vaporub: Background: As per 2010-2011 annual report, The Vicks Cough Drops business had an excellent Year, with the brand growing at 18%. The growth was driven by increased investment on proven advertising and driving awareness of flavors by using other relevant touch points for the Brand like radio and wall-painting, which increased consumption further. Given the passion for cricket among its consumers, the Brand also executed a first ever cricket focused program with the launch of ‘Vicks Cricket Jockey Hunt’ spread over 16 top cities in the Country. A penchant for talking incessantly and passion or the cricket†¦ let the jockeying begin! Vicks Cough Drops announced the launch of the nation's first ever Cricket Jockey Hunt – a unique concept that sweeps the nation in search of the ultimate cricket fan who conveys his passion for the sport in his wittiest and quirkiest best! Gracing the event with their presence were none other than two of Indian cricket's most famous and distinct ive personalities – Harsha Bhogle ; Mandira Bedi. All of us in our day to day lives have experienced throat irritation which may appear minor at the outset but has an indelible impact. Fortunately, Vicks Cough Drops has been our trusty companion providing long lasting relief from throat irritation. As Vicks Cough Drops arms people with the thrilling equipment of being able to talk for long hours, the Cricket Jockey Hunt aims to bring forth the scintillating combination of jockeying with the nation's passion cricket. Speaking about the Vicks Cricket Jockey Hunt, Harsha Bhogle said, â€Å"The Vicks Cricket Jockey Hunt is a distinctive platform for all cricket fans that have an inclination and skill for cricket to come forward and explore their talents. There is huge potential in our country and I urge all those who have the skill set to participate. This is a platform that I could only wish was available back in my day. I am very anxious about the contest and look forward to mentoring the participants. † Each week the contestant will go through a series of eliminations to reach the final levels of the Top 8 followed by the Top 3 followed by the grand declaration of the Ultimate Vicks Cricket Jockey in each of these 16 cities. However Vicks VapoRub had a continued strong volume growth driven by continued focus on the successful ‘blanket of warmth’ advertising via augmented media spend and on our ongoing strategy of upsizing consumers to drive consumption. However this year Vicks has come up with very innovative campaign on its face book page: Vicks India that claims to be the No. 1 brand for cough and cold, is on a mission to create the ultimate anthem for India’s cricket team and wants the community to be a part of it. Brands are forever catching up on the cricket fever in a nation of cricket fanatics. With the T20 World Cup round the corner, Vicks India has commenced on the creation of an anthem to cheer the Indian team called ‘Cheer for Champions’. ‘Cheer for Champions’ is an endeavour to unite all of India in their support of the national cricket team. Currently in the process of being composed by much sought after music composer, Ranjit Barot, Vicks India also wants the community to be a part of it. For when one voice has power, you can imagine what a whole nation united by a single cheer could do. And for adding to the cheer, fans can expect exciting incentives – 25 surprise gift hampers and if you submit your cheer in a group of 5, 2 of the best group video submissions can win a trip to the T20 World Cup in Sri Lanka! ‘Cheer for Champions’ can be accessed on a neat and comprehensive Facebook app on the Vicks India page with four tabs – Home, Submit your Cheer, Gallery and About the Anthem. A user who lands up on the Home page can find all about the anthem and what’s in it for him/her. The countdown to the anthem is displayed on a live ticker in terms of days, hours and minutes left. The submission showcase displays a gallery of selected submissions made to the anthem as entries are subject to moderation so as to avoid the use of strong language. You can submit a cheer in whatever way you wish to show your passion – a yell, a scream, a chorus, a song! There are 3 ways to submit your entry: Record through your webcam, Record on audio clip or Upload an audio or video file of not more than 30 seconds duration. You can keep watching the ‘about the anthem’ tab for ongoing developments around the anthem. About the ‘Cheer for champions’ anthem The concept of creating an anthem to cheer for the nation is not all that great but getting your community to join in is. It helps bring in the social aspect into this campaign. Roping in the community to create an anthem, a community song or an ad jingle is the trend now. Its also reminds us of a similar campaign launched in the beginning of this year to salute real life heroes. Hero MotoCorp had launched the ‘Billion Voices’ campaign along with A. R. Rahman, where fans were invited to upload a video with them singing the ‘Hum mein hain hero‘ jingle and get a chance to feature in the final video. Apart from the campaign a new advertisement was released recently ,given the passion for cricket among the Indian users,none other than Virat Kohli was roped in for the advertisement, only this time it was for both Vicks cough syrup as well as for vicks vaporub. Given that Vicks Vaporub is not only used by children but adults as well ,roping in Virat kohli will be another strategic move in promotional mix by including the game cricket in its message. The VapoRub segment in the market is dominated by Vicks VapoRub in India. Vicks commands a market share of over 60% in the cold balm/rub category. This industry is already saturated and Vicks already being a dominant it has few competitors on cold/rub market, mainly zandu balm and Amrutajan. however it has also lost a small amount of share to some of the unbranded products as well. Competitors Its main competitors are Emami’s Zandu balm having a market share of 27% and amrutanjan with 10% share, however the rest of the share is occupied by other branded and un branded competitors. Therefore Zandu balm is our major competitor although Zandu Balm is not meant technically understood as a part of the VapoRub Segment yet because of similar characteristics it does compete with VapoRub products in areas and thus it has to be provided for as a competitor in the VapoRub segment PEST ANALYSIS: Political factor: We all know that ‘OTC Drugs' in common jargon means drugs which are legally allowed to be sold Over the Counter without the prescription of a Registered Medical Practitioner. The term is clumsy and creates a wrong impression about the official status of the drugs. In India, import, manufacture for sale and the sale and distribution of drugs and cosmetics is regulated by the Drugs and Cosmetics Act, 1940 and its subordinate legislation Drugs and Cosmetics Rules, 1945. The phrase ‘Over the Counter' and its abbreviation ‘OTC' preparations have no legal recognition and are better referred to as ‘non-prescription drugs' and/or as ‘household remedies', even if there is any problem with respect to any product of Vicks VapoRub the p&g will take care of it literally.. Economic factors: Factors such as tax increase or fuel price fluctuation will affect the business or allow competition to creep in, However Vicks has tackled such problems in the past by considerably reducing its cost of marketing and distribution. Moreover the loyal customers will still buy it not only because it is comparatively lesser priced but because they know it is quality, best value for price the pay to buy it Social factors: When used as directed, the over-the-counter cold remedy Vicks VapoRub is generally considered to be safe. Mayo Clinic's Dr. Jay L. Hoecker regards Vicks VapoRub as a harmless remedy, but notes a lack of conclusive evidence to support its folk use as a nasal decongestant. The active ingredients in Vicks VapoRub include menthol, camphor and eucalyptus oil, which are natural products associated with few side effects. Nevertheless, Vicks VapoRub may trigger complications if it is used incorrectly. In a January 2009 report, the American College of Chest Physicians cited a case-report involving an 18-month-old girl who experienced near-fatal respiratory problems after inhaling Vicks VapoRub. Technological factor Rate of innovation is very low, since the constituents of the products are more or less similar from the time it had been launched. Sales of Vicks VapoRub mainly depend on advertisements and promotions. These products are used for the cough, headache and throat pain and so the products should be designed very carefully with improved technology. There are various products coming in the market and there are various biotechnologies coming up which is still a nourishing the industry Growth rate According to a survey done by ORG IMS estimate the OTC market in india would show rates of about 10-12%, Of the entire OTC market the segment for cough, cold and fever show the least of about 1%. Marketing mix Vicks VapoRub is a product that has already reached maturity stage of its product life cycle in segment where the industry also has reached maturity stage. The marketing mix during this stage involves efforts to build customer loyalty, typically accomplished with special promotions and incentives to customers who switch from a competitor to our brand. Core Competency: Favorable quality perceptions associated with the Vicks brands. Given the absence of verifiable information that customers can interpret, customers use brands to form inferences about product quality. Vicks’ favorable quality perceptions result from the following cues (each of which are hard for new entrants to mimic): †¢ Age of brand †¢ Market share †¢ Amount of advertising †¢ Your mother rubbing it on your chest Well-established sales force and distribution †¢ Comparative advantage in food distribution outlets and mass merchandisers †¢ Not valuable in segments that shop in other markets Demand information – Cash †¢ But competitors also have cash. Key success factors: Vicks VapoRub has to encash the factors making it competitively superior i. e. (i) safe and effective, (ii) as a product which can be used regularly and has no side effects, (iii) is easier to carry, (iv) has a quick effect, (v) has a external application and thus has no side effects, (vi) is useful for all ages, (vii) is less greasy and smells better (than other products of the same type) . New Market Existing | | | | New Product Existing Product: Product is remained the same for many years with minimal changes, however it should remain to continue the way it is, given below is Ansoff matrix for Vicks s,currently all of the products are doing well with cough drops having 18% growth last year. Vicks VapoRub lies category of Old product and old market. we have to either find methods to increase market penetration at this stage ,mainly we have to concentrate on promotions as well. More over we can find the possibilities of introduction of new product or re-launch of existing product with new product modifications. Vicks offers product for relief from cold and its symptoms through various product forms such as in the form of Vaporub,capsules,Inhaler, Cough Drops, However Vicks was also offered in the form of liquid know as Vicks cough formula 44,However the product failed and it was dropped from Vick’s product portfolio. Hence we have the competency of offering Vicks in the form of liquid as well by relaunching a new product itself once again. On further survey we can judge the feasibility of implementation for such a product. Price: Increased demand from Parma and other consuming industries mainly have been the cause for the recent increase the prices of menthol which is a major ingredient of Vicks Vaporub . The increased prices of Menthol will surely have affect on the cost of production of Vicks Vaporub. Factors such as tax increase or fuel price fluctuation will affect the business or allow competition to creep in, However Vicks has tackled such problems in the past by considerably reducing its cost of marketing and distribution. Moreover the loyal customers will still buy it not only because it is comparatively lesser priced but because they know it is quality, best value for price the pay to buy it. We would recommend Vicks to continue with its current prices, As per our interview with dealers majority of the people who purchased vicks vaporub preferred the 25-ml box costing Rs 45,moreover there was an average sale of atleast 10 boxes per week at places we interviewed . Channel: Vicks VapoRub or for that matter no product of Vicks does not have a separate market channel for itself. All products are marketed by one single marketing channel, organized and regulated by one company namely, Proctor and Gamble Hygiene Products Ltd The commission for the dealer for sale of one product at as per secondary data was found to be up to about 16%,however the dealers we interviewed that they get above 10% We would like to recommend Vicks Vaporub should continue to give the margin of 10%-16% to the dealers. This shall protect them against the inducement of the manufacturers of local and unbranded products to sell their products Promotion: As monsoon rains are already set in and winter about to begin in very soon, Vicks VapoRub must concentrate more on promotions. The primary promotional mix of advertisement through television and radio should be continued along with use of new media such as facebook and twitter for a two way interaction with the consusmers, that also helps in providing feedback to the company as well to measure the results of a particular online promotions or campaign. The recent â€Å"Cheers for Champ† is catching on heat with the T20 world cup around the corner. .

Original Writing – Prose: A day in the life of Lauryn-Emily Jones!

I woke up feeling worried about the day before me, The other staff members had warned me that Thursday was always the worst day but refused to tell me why. Since Monday I had been working in the oncology outpatients department of the city hospital and so far had dealt with all the different emotions adequately. It was hard work not because of the jobs I had to do but because seeing people in and out everyday either recently being told they had cancer or having suffered for years they were still sad when they got bad news and happy when they got good so all the emotions were mixed up. When I walked in on Thursday morning just before nine as I had for the past three days things looked normal. The walls which had been freshly painted were looking bright and fresh and all the staff still looked happy and were smiling so I hoped it was going to be a good day. I went behind reception and there was nothing to do so I stood and watched the people. Most were quite old but all had someone with them for support. I wished silently that everyone that day would get good news but I knew deep down that it was not going to happen and I felt a slight pain in my heart for all the people sitting there, Who were not lucky enough to be seen by some of the best doctors in the world. The disease that was slowly killing could be cured in some cases but it also had lots of side effects to go with it including hair loss, feeling sick at most times, plus the risk of killing too many good cells while killing the bad ones and being in great pain a lot of the time. As I stood thinking about all these things something suddenly popped into my head, What about all the people that did get better? These people included my own Nan who had suffered with throat cancer for a long time but was now cured? This is the proof that these treatments although terrible did work and that even if someone is diagnosed with cancer things can get better. I carried on looking around when a little girl who I later found out was only four came running in, She seemed to know her way around the department and as I looked I realized she did not have very much hair and then I saw her mother. She was a feeble looking woman in a wheel chair; Her husband was pushing her along as she was too weak to do it herself. I decided to talk to this wonderful family and found out the mother had been diagnosed with cancer not long after the doctors told her their daughter had a brain tumour and without a lot of operations and radiotherapy would not live very long and if she did she would be very weak for a lot of her life so may not enjoy it as much as she could. I watched the girl. She was very small and thin and she had tiny patches of hair on her head where the chemotherapy and radiotherapy had made it fall out. Her mother said she had a cancer which they could not specify because it was a mixture of two and she had to have more tests until they could find out. The little girl continued to run around and say hello everyone always keeping a massive smile on her face! This made me smile and I noticed that her father was a very strong man who obviously loved them very much. They soon had to go as the little girl had to have some more radiotherapy. As soon as they went I decided to see what I could find out about radiotherapy. I was told that if a child has to have radiotherapy they get fitted for a mask which fits right over their face, head and neck this is then sent to be made into plastic mask. When the mask is sent back and the child is ready for the radiotherapy, because they can not stay still enough the mask is put over their face with only two little holes for breathing as eye holes are too dangerous. The mask is bolted tightly to the table to stop the child moving because the equipment they use is just a small laser. Unlike chemotherapy it can only be used on the affected part of the body to kill the cells and not on other parts of the body as it kills too many cells and can be very harmful. I stood and thought about this for a minute and wondered whether I would be able to cope with this and how that lively, amazing little girl could cope with it and was told by the lady who does the radiotherapy that most of the time patients have to be put to sleep because they get too distressed by the mask. This thought frightened me and once again I thought how lucky I was to be a normal, healthy 15 year old girl. I found that being in radiotherapy was too distressing and decided to go back up to oncology but when I walked in straight away everything was different, the atmosphere had changed while I was away and I could feel it. I carried on in through the doors and as soon as I got round the corner I realized the whole of the oncology department was full of young men! To any other teenage girl this would be wonderful but to me it was scary. I turned to look and saw a young man no older than 22 sitting in a wheel chair and when it came to going to have his blood taken needed help to get up because he was so weak due to the all the treatment and the disease. I went back behind reception and carried on looking around when I was startled by a lad who slammed his arm down on the desk he looked at me and I noticed he was about the same age as me and he did not look very happy, he had another lad with him who I guessed was for moral support they both smiled at me but the smile was small and not very positive. I decided to go and sit with the lads to see if they would talk to me. I explained what I was doing and they were ok to talk to me. The lad who's name was Rikki told me he was 15 and had been diagnosed with teratoma cancer when he was just 13 and had recently had an operation to try and get rid of it after chemotherapy failed. The other lad who was there was his best mate Ashley, he had been there through everything and they were very close. He said today he had come in to find out whether they had got rid of the cancer or not but was told the chances were small, he gave me a glance his eyes looked sad but I could tell there was a glimmer of hope in there but as he explained he didn't want to get too excited for just in case the news was not good. He said he had to stay for a while because he also had to have blood tests and that he would come and see me before he went. I looked at the time and realized I had missed nearly half of my lunch! Although it was raining I wanted to go and sit outside in the fresh air so I could think and I had a chance to clear my head, I watched the people walk in and out and made the decision I would take each day as it comes because I never know what is around the corner, I also decided I would keep very busy after lunch so I could not think about it to much as deep down I was very distressed and was finding it very hard. When I had finished my lunch I went back in to find the waiting area not so packed but was still full of young men waiting to see the doctor. I went to find one of the nurses to talk to and came across Zoi, she had been in the oncology department for 2 years but was leaving soon as she wanted to finish training as a nurse because she never had the chance to do the things she had wanted. We talked about all the people and my feelings; she said the best way to deal with it is to just pretend that everyone was going to be cured and to think myself lucky it was not me. It sounded like a good idea and she also told me Audrey my supervisor wanted to see me at 3 o'clock. We went back to reception and I was asked to do some filing and pulling. This meant taking people's notes and putting them back on the shelves and getting the lists for the next week and pulling all the files for that which is hard because sometimes they are not there so I have to go to other places around the hospital. Once again when I was reading through the lists thinking about whether I had seen any of the sets of notes I was startled by a hand slamming down on the desk but this time when I looked up I saw a smiling face! It was Rikki again but this time he had the kind of smile I knew no one was going to get rid of! I asked him what the doctor said and in the most wonderful happy voice I have ever heard he said â€Å"It's gone! † I smiled at him and he carried on jumping around laughing and then proceeded to try and get me to go to the pub with him to celebrate. We chatted for a little while then I realized I had to get on with my jobs so he gave me one more very happy smile and walked off. Even with his back to me I knew he was going to be smiling for a very long time and it was going to take a lot to get rid of that smile!